Hey {name}, can you hear me?
​
​Awesome, so just to give an outline, these calls typically run about 30-45 minutes - you don't have a hard stop or anything at any time right? I want to make sure that we don't have to cut it off early & leave any questions unanswered.
​
​Great. So this call is obviously about you & getting you results...

However, before we get into it - I'll share a bit about myself & our company to set the stage properly.
​
​My name is ________, and I’m the owner of/account manager here at {company}. I’ve been helping people/businesses like yourself {achieve result} for {timeframe} now. So if you have any questions at any point when I'm articulating what we do, don't be afraid to interrupt me and I can clarify.

Sound like a plan?

Awesome.

Now, as you can probably guess, in order for me to determine if we can help you - I need to extract some information about what's currently happening in your business, your goals etc.

If we determine that everything is a fit, then we can go over what the process of working together looks like & our method of getting people results. If it so happens that you're not a fit, then we'll just direct you to something that's more appropriate for you.

Only Use If Talking To A Small Business Owner/Solo Operator: All I ask is that, if I do determine you are a fit, and we go over what we offer, that you either give me a clear yes or no so we can both be respectful of each other's time.

​Sound good?

This opener is necessary to get the prospect to micro-commit that they aren’t in any rush and have time to take the call - we want to prevent any “Sorry gotta run I have a meeting right now” moments.
​
​Additionally this is incredibly important in setting the frame (control of the conversation) as well as letting the prospect know how the call is going to be conducted.

​Just as well, you’re actually doing your prospect a huge favor by telling them in the beginning that you want a yes or a no, it increases the "sales pressure" while simultaneously reducing tension…meaning your prospect will make the right decision by the end of the call.

Alright so {name} can you fill me in on some background? What caught your interest & motivated you to book in the call?

If not answered in the previous question: Gotcha, so what are you struggling with as it relates to {transformation you generate}? (Try to get 3 main bullet points here)

Only Use If Talking To A Small Business Owner/Solo Operator: Gotcha, so what effect does {Pain Point 1,2,3} have on your life/situation?

And how long have you been dealing with {pain points}/trying to fix this problem?

Ahh, I see. And how are you currently dealing with {problem that your solution solves}

What's your current {advertising-level metric}? I don't need an exact number, a rough number is fine.

What's your current {lead-event level metric}? I don't need an exact number, a rough number is fine.

What's your current {lead-conversion metric}? I don't need an exact number, a rough number is fine.

What's your current {re-marketing metric}? I don't need an exact number, a rough number is fine.

Only if you can actually diagnose the problem: "Ahh okay, I think I'm starting to see the issue here. This is a common problem most of our customers have when they come in."
​
​And do you have any sort of "gameplan" in place to deal with this? Outside of being on this call right now, of course.
​
"​What solutions/strategies/methods/services have you tried so far to fix this?"

(If they did try things in the past) "What did you like/not like about that/ those methods/solutions/companies?"

Now ideally, where do you want to take {transformation} in the next {timeframe}?

Only Use If Talking To A Small Business Owner/Solo Operator: "Gotcha, so what effect would having {transformation} taken care of have on your life/current situation?"

Okay, understood. And what's stopping you from taking care of this/accomplishing this on your own?

Now I know you said you've been dealing with this problem for {timeframe}...what was it that made you want to solve this problem now? What was the nail in the coffin that made you decide "yep I'm gonna book a call and just take care of this."

​Okay, and what happens if you don't solve this in {timeframe}?

At this point, you will be able to determine if the prospect is actually qualified or not. Do not try to sell unqualified prospects, it's a fool's errand. It will cause internal frustration & your morale will drop. This will make you begin to question your offer, your business' quality & therefore your decisions in general when, in reality, everything is actually completely fine. It is also a massive waste of your precious time.

If the prospect is a good fit, you can now ask if they would like you to explain your unique method of getting results & track record that backs it up. This allows the perception that they are still in control of their own decisions while simultaneously getting them to say aloud another micro-commitment that they are interested in what you do & how it can help them.

So in summary, what we essentially do is we help [niche] achieve [result].

And some examples of us doing this are:

[Company] - we took them from X to Y in {timeframe}

[Company] - we took them from X to Y in {timeframe}

[Company] - we took them from X to Y in {timeframe}

And of course, we practice what we preach & apply our own methods to our own business, which took us from X to Y in {timeframe}...

...now, speaking of our methods & how this all began... the reason we figured out {unique, counterintuitive method of generating results} is actually something that {I/our CEO} discovered kind of an accident...

At this point, you will be able to determine if the prospect is actually qualified or not. Do not try to sell unqualified prospects, it's a fool's errand. It will cause internal frustration & your morale will drop. This will make you begin to question your offer, your business' quality & therefore your decisions in general when, in reality, everything is actually completely fine. It is also a massive waste of your precious time.

If the prospect is a good fit, you can now ask if they would like you to explain your unique method of getting results & track record that backs it up. This allows the perception that they are still in control of their own decisions while simultaneously getting them to say aloud another micro-commitment that they are interested in what you do & how it can help them.

{You/The Founder} specializes or is an expert at something

You (or your biggest case study) were faced with a painful problem

You looked for a solution, but everything available only solved the "symptoms" of the problem, not the Root Problem

You had to dig in & solve the root problem yourself manually

The solution you created to solve the actual Root Problem causing the symptoms worked far better than expected

Others started asking You to solve their Root Problem once they heard about you doing it for others

You started selling the solution to the people that asked, doing it manually by yourself for each person at first

The demand became too great to handle by yourself, so you began to "productize" & systematize the solution

Once you nail your founding story down in this format, you'll literally be able to "1-Shot" a prospect in under 90 seconds. This format of a story based sales argument increases trust by subtly covering the 3 formats of social proof: Logos (Numerical), Ethos (3rd Party Credibility) & Pathos (FOMO due to other people "rushing your doors").

I cannot emphasize enough that getting this story based sales argument down will singlehandedly increase your close rate by 10-20%

"Now, how people in our industry usually try to handle {problem} is they usually try to {Activity that only solves 1 of the many symptoms of the Root Problem}"

"What we do instead is {Unique Strategic Approach That Completely Vaporizes The Root Problem}, which results in {Symptom 1, 2 3 etc.} to completely disappear for good."
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​Alternate "Benefit-Focused" Version: "What we do is implement {Unique Strategic Approach} so that {Niche} is able to {Benefit 1, 2, 3 etc.} so they can {Outcome 1, 2, 3 etc.} in {Timeframe}

Some examples of this are our 2 mechanisms for scaling people's businesses:

"For people  under $100,000 per month in sales volume, we help them implement our "Pre-Selling Model" into their business so they are able to increase their pricing, compress their sales cycle, reduce the operational complexity of their fulfillment & start to build more hands-off offerings all in one fell-swoop."

For  companies who want to break past the multi-6 figure per month mark, we help them implement our Productization Framework so that they can scale horizontally by running "low ticket" automated funnels at scale & completely detach revenue growth from their time & start to build serious amounts of recurring revenue as an added bonus.

"Alright {name} does that all make sense?"

"Awesome, what part of it would you say resonates the most with you?"

We are asking this in order to get them to articulate that they do, in fact, understand our Unique Mechanism of achieving results.

​By having them articulate it out loud, it causes a subconscious confirmation that they do understand how results are achieved, resulting in greater confidence in the process. Just as well, they are also literally saying out loud what they like about it. Hard to not buy something when you basically just said out loud that you do find it useful.

Step 1:

The first thing we do is {Step 1}, which results in {outcome}.

Here's how it works: [Show Visual Demonstration]

This step is going to increase your {metric}...

...Which is going to make you able to {insert benefit}...

...Which means you will no longer have to spend time/money/be frustrated dealing with {symptom}...

Here's an example of this step in practice:

[SHOW EXAMPLE & DATA THAT RESULTS FROM IMPLEMENTING THIS STEP]

Does this step make sense?

Awesome, now once we have {Step 1} dialed in...

Step 2:
​
...we'll then have the assets to be able to: {Step 2}, which results in {outcome}.

Here's how it works: [Show Visual Demonstration]

This step is going to increase your {metric}...

...Which is going to make you able to {insert benefit}...

...Which means you will no longer have to spend time/money/be frustrated dealing with {symptom}

Here's an example of this step in practice:

[SHOW EXAMPLE & DATA THAT RESULTS FROM IMPLEMENTING THIS STEP]

Does this step make sense?

Awesome, now once we have {Step 2} dialed in...

Step 3:
​
...we'll then have the assets to be able to: {Step 3}, which results in {outcome}.

Here's how it works: [Show Visual Demonstration]

This step is going to increase your {metric}...

...Which is going to make you able to {insert benefit}...

...Which means you will no longer have to spend time/money/be frustrated dealing with {symptom}

Here's an example of this step in practice:

[SHOW EXAMPLE & DATA THAT RESULTS FROM IMPLEMENTING THIS STEP]

Does this step make sense?
​
​[Continue this for every step in process]

By now, the prospect at hand should clearly understand:

- Us As A Company
​- The Founding Story & How Our Unique Method Was "Discovered"
- The Unique Method For Getting Results
- Our Steps Of Implementation

Our last step before getting into the close is gathering one last micro-commitment & confirming that they are bought in on your vehicle for getting them results..

“So {name}, based on everything we just went over…what about the service/ program/ solution do you believe you'll find most useful?/what specifically do you like about the service/ program/ solution?"

Here’s one of my favorite things to say before dropping the price in order to detect any landmine objections that could screw up the close:(note this is a high risk maneuver if said with weird energy, but if you make your tone somewhat lighthearted you'll be fine)

“Gotcha, and on a scale of 1-10, where 1 being you think everything I just went over is an absolute dumpster fire and you would do anything to get off this call right now, or 10 where you’re confident in your ability to execute and get results using our service/ program/solution, where do you lie on that scale?”

If they say anything else but 10, you are not allowed to move on until it is. Handle whatever their reasoning is that it’s below a 10, and continue to do so until it is a 10 or above.

​Handling questions AFTER price is dropped is 10 TIMES HARDER than handling questions after pricing is discussed

"Ok {Name} so what the next steps look like is:

1. Get you into Slack (or whatever other communications platform) we want to make sure we establish communications before anything else...

2. ...then once you're in Slack, we're going to immediately schedule our onboarding call so we can start executing immediately/ making progress as fast as possible/get creative assets together etc.

..also, inside your Slack channel you'll see a pinned booking link at the top of the channel where you can book a call at any time throughout the duration of our engagement to go over progress/questions/consultative help etc...

3. ...then the second we have those taken care of, I'm going to grant you access to our onboarding doc/training docs so we have all the necessary materials/all the business' metrics prepared for the call so we can focus our onboarding call entirely on execution...

[Feel free to add more here, I would recommend not making it too long so they don't get too overloaded, 3-4 bullet points should be fine]

IT IS IMPERATIVE that you state the above without a single hint of ambiguity.
​
​Telling a customer exactly what they are going to experience immediately after payment BEFORE talking about payment calms them down exponentially. You're basically making it so they feel like they aren't just walking into the dark & praying everything goes right. Make them comfortable.

Also, you can rack up some "Bonus Points" if you flash your communications channel (Slack, Circle etc.) on a screen-share and show a full roster of client communication channels. If people see that there are dozens of other people active, they are much calmer about making the next move.

You get even more bonus points if you create a group chat where clients in your industry can talk amongst each other freely and share strategies with each other.

"Wow they must do good work if they allow paying customers to talk to each other freely"

"Alright {name} does that all make sense?"

"Awesome, what part of it would you say resonates the most with you?"

There's an infinite amount of ways to do what I'm about to show you, but I'll give a couple examples.

Never, pitch a single price.
​
​You ALWAYS pitch an OPTION of HOW they want to buy. Not IF they want to buy. (This single switch will bump your conversion rate).

Another "law of sales" that I never see anyone mention is that: The 2nd number you pitch, is the number you're actually trying to close.

Feel free to try all of these & have fun experimenting. Also, the prices used are just examples.

Example:

Now, in terms of the investment/service fee for us to start implementing everything I just went over, we offer 2 options…

So the total investment is $22,800 USD, now how we used to offer that was a split-pay of $11,400 USD up-front, then $11,400 USD after delivery... BUT we started to get people that were asking if they could just pay it up front to get any sort of discount/incentive pricing so we started offering that for $18,800 if paid up-front and on the call.

Which one of those works better for you?”

There's a couple different things happening with each of these:

1) Most importantly - if there was only 1 pricing option the conversation inside the prospect’s head is: “Should I buy this?” BUT because we’re smart noodles, we change the conversation in their head by introducing a 2nd pricing option…then the conversation becomes “HOW do I want to buy this?”

2) We’ve incentivized and ratcheted up the pressure of them paying up front & in-full to capture more customer LTV & get more up-front commitment.

3) By saying “...people started asking if they could pay up-front…” we’ve introduced 2 elements of assumed social proof. One of these being that people have recently been asking to buy in the first place, the second being that other people are opting to choose the payment in full option.

4) Now, because we’ve finished the price drop by saying: “...which one of those works better for you?” We've tactfully removed the typical “strategic silence” period in sales calls where prospects get weird & try to play silence games, as now if they remain silent…it’s even more awkward on their part than the typical silence that occurs.

We’ve essentially set up the entire chessboard here to position a smooth, mature decision on their part.

DO NOT show a slide at the end of a call where you have like 15 different price options for page count etc. This is going to confuse the everliving f*ck out of the customer & they will not close.

DO NOT pull the whole "Okay I need to determine the amount of hours this will take our team to perform XYZ work blah blah blah" It's unprofessional as hell - it subtly signifies to the prospect that you don't get customers often enough to have a consistent pricing model for delivering the transformation you provide.

​Think about it from someone else's standpoint:
​
People that actually run volume have set prices.

​Am I saying that you're wrong for wanting to accurately calculate your pricing? No. I'm saying that perception is reality.

​"Set Prices Must Mean They Have SET Processes"