Section 9 · Buyer Psychology & Sales Method
9.7Dynamic Sales Methodology Orchestration
Partly built — finishing in Phase 1- No.
- 9.7
- DMA's reference
- Decision Book p.22
- Phase
- Phase 1
- Autonomy
- L3 · Act within rules
- DMA's decision
- Yes
◆ Amended in v3 of the book.
What DMA asked for · Decision Book p.22
Choose and blend consultative, Sandler, Challenger and BANT-lite selling from the signals in the conversation, and change approach as new evidence appears.
Why it matters to DMA: The AI should know when to use each method and when to switch. DMA's book builds it only on signals the chat already produces (committee-aware MEDDIC stays in Phase 2).
In our words, from DMA's Product Decision Book v3, page 22.
How we do it
- Every turn, the conversation service recomputes the signals and passes them to the strategist: buyer type, what is still missing, objections raised, the inbound score, and whether the booking criteria are met.
- What runs today: the method is chosen each turn (consultative by default, BANT-lite for an executive who wants it short); each buyer type has its own approach (shorter path, evidence first, teach first); objections switch to DMA's approved answers; and meeting the booking criteria switches from diagnosing to closing.
- To finish for Phase 1: one method rule set that also weighs the score, deal size and multi-service fit, kept as data DMA approves, and a record of which method each reply used so reporting can compare them.
Already in place
- The per-turn signals: buyer type, objections, services that fit, the inbound score and the booking criteria.
- A method chosen every turn (consultative or BANT-lite), and approaches per buyer type and per objection.
- Versioned, approved instructions with a test suite before any change goes live.
What the later phase adds
- A method rule set that also uses the score, deal size and multi-service fit.
- The chosen method recorded on each reply, for reporting.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
Signals are recomputed
After every exchange.
- Stored data
- Rule in code
- AI
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Website chat
Source
What the visitor writes.
- 2Sync
Copies Nutshell changes into the bridge database
Not involved.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
The per-turn signals and notes.
- 4AI
Claude models, only through DMA's own gateway
Follows the method chosen for the turn.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Writes the lead, its score and the summary if the visitor books or leaves an email.
- 6Nutshell
The system of record
The rep sees the summary and the score.
The tables behind it
Drawn from the POC's database catalogue: structure only, no data.
PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)
| Table | What it holds | Columns |
|---|---|---|
| conv.conversations | One row per chat: its stage and the AI version that ran it. | 22 |
| conv.messages | Every line of the chat, encrypted. | 21 |
| ctrl.decision_log | Every reply and check, with the model, tokens and cost. | 28 |
How the tables connect (8)
| Column | Points to | Kept by |
|---|---|---|
| conv.conversations.agent_version_id | agent.agent_versions | The application (by id) |
| conv.messages.conversation_id | conv.conversations | The database (foreign key) |
| conv.messages.participant_id | conv.participants | The application (by id) |
| conv.messages.decision_id | ctrl.decision_log | The application (by id) |
| conv.messages.agent_version_id | agent.agent_versions | The application (by id) |
| ctrl.decision_log.agent_version_id | agent.agent_versions | The application (by id) |
| ctrl.decision_log.run_id | agent.runs | The application (by id) |
| ctrl.decision_log.conversation_id | conv.conversations | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
How the approach shifted in one synthetic chat.
Turn by turn
| Turn | New signal | Approach |
|---|---|---|
| 1 | Nothing known yet | Consultative: ask about the business |
| 2 | "Every agency promised us the world" (skeptic) | Lead with evidence from their site |
| 3 | "We already have an agency" (objection) | DMA's approved answer |
| 4 | Problem known, review shown | Stop asking, offer the call |
In the running POC
1 / 2A law-firm owner describes the problem: the strategist answers like a consultant, not a brochure.
- 1The visitor's problem, in their own words.
- 2A short reply that reflects the problem and asks one question.
Website chat · Harbor & Finch Law demo site. Captured from the running POC on September 25, 2026; synthetic data.
See it live
Opens the exact screen in the running POC, in a new tab.
| Open | Where | What to try |
|---|---|---|
| BrightSmile Dental demo site | Demo prospect website | Change your tone mid-chat and see the approach change. |
Status
Partly built — finishing in Phase 1. The parts run in the POC today; the rule that joins them is being finished for Phase 1.