Selling from the buyer’s side
What this rests on
Cosa is young, and there is no study of its effect. That is why we say, for each statement, what it rests on.
The model of the buying decision.
Basis: working model from practice
It comes from eight years of building sales, not from a study. It is a model, not a law of nature.
The checking approach for knowledge.
Basis: research and code
Two published papers shaped it (see below). Cosa checks mechanically against the text that a quote really appears in the conversation.
The process: human first, then agent.
Basis: practice
It comes from venture building and from our own sales building. It is not proven; it has worked for us.
What we do not promise: no guarantee on meetings or closings, only benchmarks. No replacement for your team. No checking of what was never said: what is missing stays open.
Who this is for, and who it is not for
This is for you if
you sell a B2B offer that cannot be explained in one sentence,
several people at your company decide on the purchase,
your sales so far depends on you or on one person,
your company has roughly 5 to 200 employees.
This is not for you if
your product explains itself and is bought without a conversation,
you are looking for a guarantee on closings,
you want a tool that replaces your team,
nobody at your company is ready to open up conversations and data.
The one idea: seven decisions
Find the missing agreement.
Back up what was said.
Take the next step.
A purchase in a buying committee is not one agreement but many. Each person agrees to seven things, one by one and in sequence. If one is missing for one person, the deal stalls, even if everything else is right. That is the assumption Cosa is built on. Cosa reads it per person and per conversation.
confirmed
assumed
open
Managing Director · Problem
“14 proposals out, three orders, six never got an answer.”
Katrin Mertens · Call on 28 Oct.
G0
Priority
Is the change important to me now?
Whether the topic has priority before the conversation begins
G1
Problem
Do you understand my problem better than I do?
Current state, goal and problem in the buyer’s words
G2
Thesis
Does your approach get me to my goal faster?
Why the approach beats today’s way, with comparison figures
G3
Mechanism
Does this process make sense to me?
How it works, including with your CRM
G4
Onboarding
Does my team have the means to carry this?
Timeline, what is needed from the customer, milestones
G5
Scope
Are these services enough to get there?
Services and service levels
G6
Price
Is the price fair for what you commit to?
Price structure, alternatives, cost of carrying on as before
Trust, at every step
Do I trust you to help me?
References that run alongside
After that: internal alignment
Do I have the go-ahead from my own people?
Documents the buyer can pass on internally
The model maps the buyer’s decision, not the seller’s process.
Symptom and missing agreement
“The prospect has stopped replying.”
Often one person is missing the priority (G0), not the contact person.
“We need to align internally.”
Often onboarding (G4) or scope (G5) is still open for someone.
“How much does it cost?”
Often the thesis (G2) or the mechanism (G3) has not landed before the price (G6) matters.
“We haven’t had any contact with the managing director yet.”
An empty cell is a finding: either the person is missing the question or the deal is missing the person.
Examples from practice, not measurements.
Knowledge keeps its source
The Company Brain stores what buyers have said, not what a model guesses.
An agreement counts as confirmed when the buyer’s sentence really appears in the conversation. Cosa checks mechanically that each quote really appears in the conversation text. Without a sentence the row stays assumed or open, and an assumption never appears as a fact. A correction from you takes precedence over any later automated read.
The answer comes back as an email and corrects the knowledge.
Human first, then agent
An agent gets only work that a human has already done at your company.
GTM Assessment. Clarify processes, data, systems and goal. The result is your GTM roadmap.
Implementation & testing. Your Forward Deployed GTM Engineer does the work first. That becomes agents, which go live only once they reach the agreed benchmarks.
Handover and upkeep. The system runs in your environment and we maintain it. Your growth then no longer hangs on a single person.
What you hold afterwards
Four things you can check without taking our word for it.
A GTM roadmap for your processes, data and systems.
The state of every deal, per person and per agreement, with sentence, speaker and date, once your Company Brain is set up.
Benchmarks every agent has to be measured against.
Cosa’s planning benchmarks: 15 to 30 percent reply rate, 1 to 3 percent meeting rate per contacted account, 20 percent from first call to close. They are set with you at the start of Implementation & testing. Benchmarks, not a guarantee.
An approval before every send.
What the research says
Two papers shaped our checking approach. We do not implement them one to one and say where we differ.
Proof-Carrying Numbers
Solatorio, 2025
Every number in an AI answer is mechanically checked against a stored statement before it is shown; only what has been checked counts as verified. We use the principle of checking statements by their kind and, when in doubt, not confirming. We differ: the paper is designed for database queries, not for conversation transcripts.
VeriTrail
Metropolitansky and Larson, 2025, ICLR 2026
Statements from a multi-step AI process are traced backwards to the source text. We use the idea of keeping the path of a statement to its source traceable. We differ: we use the principle, not the procedure.
Where the methodology comes from
The methodology grew out of venture building and eight years of building sales, most recently as interim head of sales. The Cosa prototype was used in every sales conversation there before it became a company. Cosa has existed since April 2026. Who is behind it and which decisions led here is on the page The company behind Cosa.
Frequently asked questions
A way of building sales for complex B2B offers, starting from the buyer: seven decisions per person, knowledge with a source, human first and then agent, approval before every send.