# OPTICS Sales Framework — Reference Guide The OPTICS framework is a structured approach to founder-led sales. Six pillars — when all working — give you a sales motion that can be delegated, automated, and handed to a new hire or an AI agent without losing anything in translation. Most founder-led sales systems fail at scalability: not because the founder can't sell, but because the knowledge lives entirely in their head. OPTICS is designed to change that. --- ## O — Offering **What it covers** How you position what you sell — your message, your value proposition, and how you describe the problem you solve. Not your product features. The problem your buyer is experiencing, in language they use, with an outcome that matters to them. **Diagnostic questions** 1. What is the one sentence that makes your ideal buyer think: "that's exactly my problem"? 2. Can every person on your team explain what you do in the same way? 3. Does your offering message change depending on who you're talking to — and should it? **What good looks like** A buyer reads your offering and immediately knows if they're in or out — no guessing, no follow-up questions needed. The message is specific enough to repel the wrong buyers and attract the right ones. --- ## P — Prospecting **What it covers** The channels and methods you use to reach buyers — consistently, repeatably, and at the right volume. Not ad hoc outreach. A defined system that produces meetings even when you're not personally running it. **Diagnostic questions** 1. If your best rep was sick for a month, would pipeline still come in? 2. How many channels are you actively running — and which one is your primary source of new deals? 3. What does your follow-up sequence look like for a cold prospect who doesn't reply? **What good looks like** Two to three active channels with defined sequences, clear ownership, and output that doesn't depend on any one person's energy. New meetings come in at a predictable rate regardless of who's running the outreach. --- ## T — Targeting **What it covers** How you identify, filter, and prioritise who is worth your time before you reach out or take a call. Your ICP (ideal customer profile) — not as a vague category, but as a set of observable criteria you can apply before the first conversation. **Diagnostic questions** 1. How quickly can you tell if someone is worth an hour of your time? 2. What are the 4–6 criteria that define your ideal buyer — and can your team apply them without asking you? 3. What does a lead look like that you should never take a meeting with? **What good looks like** A defined ICP with 4–6 qualifying criteria that can be applied before the first meeting — saving time on both sides. Your team knows who to pursue and who to pass. You stop taking meetings out of politeness. --- ## I — Insights **What it covers** The information you gather before and during a conversation — what you know about the buyer before you speak, and what you learn on the call. Pre-call research habits, discovery question frameworks, and how you synthesise what you hear. **Diagnostic questions** 1. What do you know about a prospect before you reach out to them? 2. What are the five questions you always ask in discovery — and do your reps ask the same ones? 3. How do you capture what you learn on a call so it's available to the next person who touches the account? **What good looks like** Every rep arrives at a call with context: company size, recent activity, likely trigger, and one genuine observation. Discovery is structured, not improvised. What's learned gets captured, not just remembered. --- ## C — Conversion **What it covers** The process that takes a qualified lead from first conversation to closed deal — consistently, regardless of who's running the call. Your close rate, your objection handling, your next-step discipline, and the specific approach that gets a yes. **Diagnostic questions** 1. Would your conversion rate change if a different rep ran the same call? 2. What's your most common objection — and what's the response that actually works? 3. What's the specific moment where deals most often stall or go dark? **What good looks like** A repeatable close process: clear next steps at every stage, defined qualification gates, and a documented approach to handling the final objection. A new rep can reach the same conversion rate as your best rep within 90 days. --- ## S — Scalability **What it covers** Whether your sales system can survive you stepping back — whether knowledge is documented, transferable, and ready for a new hire or an AI agent. The test: could your system run for two weeks without you? **Diagnostic questions** 1. Could your system run for two weeks without you? 2. If you hired a sales rep tomorrow, how long would it take to get them productive — and what would block them? 3. What exists only in your head that would need to be documented before you could delegate? **What good looks like** A new hire or an AI agent can execute your sales process without asking you how. Everything is written down: your ICP, your sequences, your objection handles, your discovery questions, your close approach. Nothing critical lives only in memory. --- ## When all six are working You're ready to hire, delegate, or hand it to an agent. A sales rep hired into a working OPTICS system reaches full productivity in weeks, not months — because they're inheriting a system, not building one from scratch. An AI agent trained on a working OPTICS system performs like your best rep, not a generic chatbot. And you stop being the bottleneck in your own business. Until then, get your OPTICS right. --- *Generated by Opmore · opmore.io*