Crossing Statements: The Complete Messaging Framework for Strategic SaaS Conversations

🏁 Introduction

When prospects pause, hesitate, or default to “good enough,” your job isn’t to push—it’s to guide.

The Crossing Statements module gives SaaS Account Executives a powerful messaging tool for connecting product value to buyer priorities. You’ll learn how to deliver short, structured statements that blend outcome framing, feature alignment, and empathy—so you can move conversations forward without sounding pushy or reactive.

This course shows you how to use Crossing Statements to influence three key points in the SaaS Decision Cycle:

💡 Part 1: From Curiosity to Confidence

Use Crossing Statements early in the sales cycle to help prospects visualize what they’ll gain—and what they’ll leave behind—by upgrading to the Enterprise solution.

→ Includes role plays with surface-level buyers, fast evaluators, and feature comparers who haven’t seen the full picture yet.

🔄 Part 2: Maintain Momentum Mid-Trial

When usage fades or engagement dips, Crossing Statements reframe the trial experience and help Champions and Deciders re-engage with clarity and relevance.

→ Includes role plays with quiet Deciders, distracted Champions, and internal blockers creating stall points mid-cycle.

✅ Part 3: Seal the Deal with Clarity

In the final mile, use Crossing Statements to reinforce executive buy-in, simplify value stories, and help Deciders act without hesitation—especially during Procurement.

→ Includes role plays with hesitant executives, procurement delays, and "final sign-off" hold-ups.

🛠 What You’ll Learn:

• The 5-Part Crossing Statement Structure:🔹 What’s In It → 🔹 Towards To → 🔹 Away From → 🔹 Benefit → 🔹 Open-Ended Question
• How to tailor Crossing Statements for early, mid, and late-stage conversations
• How to guide a buyer’s thinking—without reverting to pressure or pitch

Whether you're trying to earn early trust, reset mid-trial energy, or close with clarity, this course will help you master the language of strategic forward motion.

🎧 Bonus: Each part includes podcast-backed role plays so you can hear what great delivery sounds like.

// Michael Feichtner