Phone Script

What We’re Going To Cover:

● Script foundations
● 6 stages of a call
● Our 2024 phone script
● Stalls
● Objections

Call Foundations
● Ticket sales is a high volume exercise
● As opposed to a slow-paced enterprise type of sale, selling tickets is hard and fast
● The goal MUST be to close the sale on the first call
○ Chances are you WILL NOT get them on the phone a 2nd time
○ Always approach a call like it’s your only opportunity to close the sale
○ Leave no stone unturned and ask the hard questions to get REAL, CLEAR
answers
● In any cold call, the prospect must do 70% of the talking, while the salesperson should
do only 30%
● 80% of the battle is getting through the first 15 seconds of the call - make it count!
● Tone matters! Smile, sit up right or stand, speak clearly with confidence in a
conversational tone
○ This is an excellent video by Jordan Belfort breaking down the opening of a call:
[Link]
● We use the AAA Call Planning principal
○ You should never make a call unless you are certain about the three A’s:
■ What Answers do you want to learn in the call?
■ What Attitudes do you wish the prospect to feel?
■ What Actions should occur after the call

IF IT SOUNDS SCRIPTED, YOU HAVEN’T

PRACTICED ENOUGH!!!!!
6 Stages of a Call
● A phone script is broken down into 6 sections:
○ Greeting
■ Introduce yourself and the company
■ Use your first name
○ Intention
■ Answer why you are calling
○ Discovery/Qualification
■ Ask questions to see if they may be a good fit
○ Transition
■ Move from discovery into the sales proposal
○ Proposal
■ Explain your offer and why it benefits the prospect
○ Close
■ Handle objections and make the sale!

● NB: You should be able to run a call without a script just by knowing the 6 stages of a
call
 2024 Phone Script

GREETING
Hey __________, [YOUR FIRST NAME] calling… from The Multifamily Conference? How’s it
going today?

-Good

Okay, great! Now, if you recall, [earlier today/yesterday/last week/last month/recently] you pre-
registered for The Multifamily Conference coming up in May… Does that ring a bell?

If no: No problem, I’ll make sure to send you the link again in the next few seconds.

INTENTION
Great! Now, the reason for my call is I simply want to get you some more information about the
conference that’s actually relevant to you. Does that sound fair enough?

DISCOVERY
Okay, great! Just a couple of questions, so I don’t waste your time.

[The goal with the below questions is to gather massive intelligence and learn what’s
important to the prospect, their goals, and what’s stopping them from achieving those
goals. We find this intelligence by asking smart questions, then asking follow up
questions to uncover the true situation. It puts you in the position of an expert, and
allows you to tailor your solution to the prospect’s pain points.]

● Just kind of curious, what made you click on the ad for the conference?
● What type of real estate are you investing in right now?
○ If they don’t mention anything about apartments or multifamily ASK THEM “are
you interested in getting into apartments buildings and multifamily?”.. IF NO, and
they’re not looking to grow their portfolios and the rest of the questions are flat,
they are not a good fit. Apologize, tell them they’re not a good fit for our current
event, and thank them for their time.]
● Okay, so what would you say is the number 1 challenge you’re facing right now with your
portfolio?
○ Tell me about that…/Can you walk me through that…
○ What’s the hardest part about [PAIN #1]?
○ What are you currently doing to solve this problem?
○ What would your ideal solution to this problem look like?
○ Do you have any idea how to make this happen?
● And what happens if you don’t figure out [YOUR CHALLENGE]?
○ [i.e. what’s the cost of not taking action?]
● Are there any other challenges you’re having?
 ○ E.g. financing, capital raising, underwriting, business growth, scaling,
management, renovations, finding investors, etc.
○ THEN ASK FOLLOW UP QUESTIONS!
● And what’s your goal for this year for real estate? What do you want to accomplish?
○ Dive deeper

DIVE DEEPER QUESTIONS INCLUDE

● Can you help me understand…
● Can you walk me through…
● Talk to me about…
● How do you mean?
● What else?
● Like what?
● And then what?
● What happened next?
● How so?
● How does that work?

● And I’m curious, what stopped you from buying a ticket when you first pre-registered for
the conference?

[AT THIS POINT, YOU KNOW THEY’RE INVESTING IN APARTMENT BUILDINGS OR

INTERESTED IN IT, THEIR BIGGEST CHALLENGE, THE COST OF NOT FIXING THE
CHALLENGE, AND THEIR GOALS]

TRANSITION
Well, [NAME], based on everything you just said to me, the Multifamily Conference is definitely
a perfect fit for you. You mentioned… [HIGHLIGHT VALUE TO THE PROSPECT’S SPECIFIC
SITUATION].... And that’s exactly what we’ll be covering at the conference.

Example: You mentioned that you need to raise $5 million for your next deal, and that’s exactly
what we’ll be covering at the conference…

Now, let me just give you a brief background on what’s coming up. Sound good?
[Always, always, always ask permission before you shift into selling.]

PROPOSAL
Now, as I said before, the actual name of the event is The Multifamily Conference. It’s a three
day in-person event in Toronto May 24th to 26th…

And I really want to respect your time. And I’m just wondering if you can check your calendar
real quick and just let me know if those dates align with your schedule?
Great, and like I said, we’re the largest real estate investing conference in the country. You’re
going to be networking with investors from all over Canada and the United States.

[EXPLAIN HOW MFC CAN HELP WITH PAIN #1]

[EXPLAIN HOW MFC CAN HELP WITH PAIN #2]

CLOSE

Can you see how the conference can help you [ACHIEVE THEIR GOAL]?

If they give an unenthusiastic response or you can tell they’re not completely sold… add
in:

So just to be totally clear, what’s really important to me is alignment. When you come to our
conference, our entire team is rolling up their sleeves to deliver the best experience and results.
I mean our team is ALL IN - so it’s really important to us that you feel GOOD about the process,
know what I mean?

So just to be 100% clear.. On like a scale of 1-10, 1 being “this isn’t for me” and 10 being “this is
freakin’ awesome” where do you feel like you fall exactly?

(if 9-10 + certain language/tonality = move on)

(if 8 or below = ask the following: “Gotcha, and I appreciate you being honest about that… just
curious, what exactly do you think is keeping you from say being a 8, 9, or 10?

(Then handle objection /// ask clarifying questions // re-temp “are you sure”)

Based on what you’ve told me so far, it sounds like the XXX or the XXX level would be the best
fit for you. [TELL THEM WHY BASED ON THEIR ANSWERS AND EXPLAIN].

Make sense?

[IF PITCHING 2 OPTIONS] So out of the two choices, which one do you feel is the better fit for
you?

Great. And the price of the XXX ticket is XXXX, but ________, because you’re booking your
ticket with me directly, I’m able to save you [discount at the time]. Sound good?

Okay, great!
Now, ________, getting started here is very simple. It’s just a question of your name, some
basic details, and how many people you want to bring with you. You’re going to absolutely love
the conference, and believe me, you’re going to be very, very impressed.

Sound fair enough?

ORDER

How many people are you looking to bring with you?

So, [#] tickets, right?

Okay, great. I have [X] tickets at the XXX Level.

The total price, including the ticket fee and HST, comes out to [$$$$]. Can I get your credit card
number when you’re ready?

Great.

● First & Last Name

● Card number
● Country
● State/Province
● Address
● City/Town
● ZIP/Postal Code
● Would you like to use the phone and email I have here for your ticket receipt?
● Which workshop would you prefer to attend (Beginner or Advanced)

Congratulations! Your tickets are on their way! What’s going to happen next is you’re going to
receive a confirmation email in the next few minutes with your tickets as well as our hotel
discounts.

If there’s anything I can do for you before the conference, please give me a call back at this
number and I’ll be happy to help.

[Name], thanks for joining us at the conference, the entire team is looking forward to having you!
 Past Attendee Script

GREETING
Hey __________, [YOUR FIRST NAME] calling… from The Multifamily Conference? How’s it
going today?

-Good

Okay, great! Now, if you recall, [last year/2 years ago] you joined us at The Multifamily
Conference in Toronto… Does that ring a bell?

INTENTION
Great! Now, the reason for my call is I simply want to get you some more information about this
year’s conference that’s actually relevant to you. Does that sound fair enough?

DISCOVERY
Okay, great! Just a couple of questions, so I don’t waste your time.

Just kind of curious, what was your favorite part of [last year’s] conference?

Then go into discovery as normal…

 Stalls
● 99.9% of the time, the "objections" you get doing cold outreach are NOT real objections
● They are just automatic responses based on habit.
● Think of you walking into a clothing store and the employee asks if you need any help.
You say "no" whether or not you need help, even if you really need it!!!
● You should always have a pad of paper beside you and write down every single
objection you get during the day.
● Whenever we get an "objection", real or not, we first AGREE with them, then ask a
question:

"I'm too busy", "I'm not interested", "I can't talk right now", "We're good"

Treat the objection like a complaint (like, someone complaining that it's raining outside, or that
the weather is too cold).

Agree and acknowledge, then ask a question.

I'm too busy - "Yeah, I know you're too busy. That's exactly why I'm calling you. But let me ask
you a question..."

I'm not interested - 'Yeah, I know you're not interested yet, we just met. But let me ask you a
question..."

"How did you get my number?"

While not an objection, if someone asks "How did you get my number" simply respond: "It was
provided to us. Is there a different number you'd like us to call you on? Great, thank you. So
I'm curious, what..."
I'm Not Interested

Rebuttal #1
I totally understand, I wouldn't expect you to be. The reason I'm calling is...

Rebuttal #2
Got it, totally understand. If you were interested, you'd be calling me, not me calling you. The
reason for my call is...

Rebuttal #3
You're not interested - I get it. I knew you wouldn't be interested because you don't know why
I'm calling yet. I'm just curious...

Rebuttal #4
Okay. No problem. Actually, the reason I was calling was to…

Rebuttal #5
I'm sorry, you're not interested in what? [ANSWER] I wouldn't be interested either, especially
if I didn't know what this was about. I only have one question to ask to find out if this would be
really relevant to you or not...

Rebuttal #6
You're not interested, I hear you. I take full responsibility for that.
Other than you not being interested, is there any other reason that would keep you from
giving me a few minutes of your time?
I'm Busy

Rebuttal #1
Of course you're busy! You're probably just starting your day/you're probably finishing your
lunch/you're probably getting ready to head home/etc.
Well, real quick before you go, I was curious...

Rebuttal #2
Okay. No problem. The only reason I was calling was to...

Rebuttal #3
Yeah, I know you're too busy. That's exactly why I'm calling you. You're the kind of guy I want to
talk to. But let me ask you a question…

Rebuttal #4 (I don’t have the time)

Okay, I understand you don't have the time. I get it. I'd love to call you back when it's more
convenient for you. Actually, the only reason I was calling was to...

Call Me Back

Rebuttal #1
Absolutely! I'd love to call you back. Are you free in 45 minutes? Great. I just have one quick
question, I was wondering...

Rebuttal #2
Okay. I'd be happy to call you back. The only reason I was calling was to put about 3000 real
estate investors into your customer pipeline. Would that be something you might possibly be
interested in?

Rebuttal #3
Absolutely, I figured you were busy anyways. The reason I was calling was to set a time for us
to talk at the end of this week or early next week. Would XXXX morning/afternoon work for you?
Great. Now, I just have one quick question...
Just Send Me Something/Send Me An Email

Rebuttal #1
Absolutely! What information should I include in the email? [THEY GIVE ANSWER] Great, I'll
get that put together for you. So let me ask you this...

Rebuttal #2
Done. What's the best email address for you?
Great. And what should I include in the email?
Great, I'll do that right away. Before you go, I just have one question for you...

Rebuttal #3
Of course. I'd be happy to send you something.
Is receiving some information the only thing that's keeping you from giving me some time right
now?
Look, not having the information first wouldn't keep you from looking at something that could
drive revenue for you, would it?
No > transition to Qualifying
Yes > Why is that?
When you say that, what do you mean?
Assuming that I could show you how we can get about 3000 real estate investors into your
customer pipeline, could you make 3 minutes for me now?
 Objections
1st Objection

This is usually a smokescreen for the REAL objection…

NB: You will always use this pattern, no matter what the objection is. We bypass the first
objection.

I hear what you’re saying/I understand what you’re saying, but let me ask you a question. Does
the conference sound good to you? Do you like the idea of coming?

- Sure, I guess. [WE NOW KNOW WHERE THEY ARE ON THEIR LEVEL OF
CERTAINTY ON THE PRODUCT]

[Match tone then bring it up]

Exactly! It really is a great event. In fact, the true beauty of the conference is that…

Pick up where you left off before the objection, highlighting the benefits and how it will solve
their pain points and challenges. You want to have valid benefits and tailor it to the prospect’s
situation.

You follow what I’m saying?

Exactly! It really is a great conference.

Now, let me ask you this, honestly: If you came out to the conference, picked up exactly what
you needed to fix your [CHALLENGE] and you were able to [THEIR GOAL]... you probably
wouldn’t be saying [THEIR OBJECTION ie. “let me think about it, [YOUR NAME]. You’d
probably be jumping through the phone, right now, to reserve your seats! Am I right?

IF PROSPECT SAYS NO OR IS NON-COMMITTAL: Wait a second! You mean to tell

me that if I was able to help you [ACHIEVE THEIR GOAL] with what you learned, you
wouldn’t be saying “Where do I sign up, [YOUR NAME?]? I mean, come on! Honestly!

Exactly! [sympathetic tone] Now, what I can understand is that you don’t know me, and I don’t
have the luxury of a track record with you. So let me reintroduce myself. My name is [FIRST
AND LAST NAME], and I’m the sales development manager at The Multifamily Conference.
Now, I’m one of the top producers here, and I pride myself on my ability to go the extra mile for
my customers.
See, I’m not here just to get you into a conference seat. I want to be able to call you up after the
conference and hear about how much you enjoyed it and all the new success you’ve had.

And as far as The Multifamily Conference goes, at the heart of all our success is one simple
thing: we bring you an event and experience you won’t find anywhere else in the country. And
that’s why we’re the country’s largest real estate investment conference. We don’t run
substandard events. All we do is give you a tailor-made conference that’s going to actually help
you [PAIN POINT #1] and [PAIN POINT #2].

So why don’t you do this, ___________. We have our XXXX ticket. Let’s reserve your ticket
right now, and let me get things set up for you, and believe me, you will be very, very
impressed.

Does that sound fair enough?

2nd Objection

We’re likely getting to the real objection at this point…

[FOR THE SECOND OBJECTION, WE ARE GOING TO REPEAT THE OBJECTION AS A

QUESTION, THEN LABEL THE PROSPECT’S EMOTION FIRST TO GET CONFIRMATION,
THEN GO INTO OUR SECOND LOOP]

[FOR EXAMPLE:

PROSPECT: I DON’T MAKE SNAP DECISIONS.

YOU: YOU DON’T MAKE SNAP DECISIONS? [INFLECTION GOES UP AS A QUESTION]

PROSPECT: YEAH, I NEED TO DO SOME MORE RESEARCH.

YOU: IT SEEMS LIKE TRUST IS REALLY IMPORTANT TO YOU.

PROSPECT: THAT’S RIGHT etc etc

[THEN YOU GO INTO THE FINAL LOOP]

[Run objection discovery, address the specific objection and explain away their fears.
Highlight their pain points and how the event specifically solves those issues]

__________, let me ask you an honest question: what’s the worst that can possibly happen
here? I mean, you’ll come to the conference, spend three days meeting other investors, you’ll
get to learn from some really successful people, and you’ll have a great time. Even if I’m wrong,
and you don’t get anything other than a great time, is the cost of a ticket going to break the
bank?

PROSPECT: No

Exactly, of course it won’t! And, on the upside, let’s say I’m right and you get a few extra deals
done from what you learn, and you profit a few extra [hundred thousand/millions] dollars if not
more.

Either way, you’re going to have a great time and you’ll have added at least 50 people to your
database for future deals.

So why don’t we do this: Since this is your first time coming to the conference, why don’t we
start off reserving our base ticket for you. It’s $____ right now, and of course, if you want to
upgrade your ticket before the conference, just give me a call directly and I’ll make sure that
happens for you if we’re not sold out at the higher level.

All I ask is you give me one shot, and believe me, you will be very, very impressed. Sound
good?

3rd Objection

[The goal is to end on a positive note, so you can circle back to them at a later date]

___________, please don’t misconstrue my enthusiasm for pressure; it’s just that I know that
this truly is a perfect fit for you.

So why don’t we do this: let me email you the information you’re looking for [or whatever they
are asking for] and then give you a few days to look through everything and then we can speak
again next week, after you’ve had a chance to wrap your arms around everything.

Sound good?

Would next [DAY 1] or [Day 2] work best for you?

Okay, great. I’m in the office from [Time] to [Time], when is a good time to give you a shout?

Great, I’ll make a note in my calendar to call you at X time.

Great, I’ll call you then. And just to confirm, your email is [THEIR EMAIL]. Great, I’ll send you an
email shortly. Thanks for your time today, ________, and have a great day.
“Time vs Information”
● I want to think about it

Listen, it doesn’t take time to make decisions, it takes information. And the problem is, we think
the longer we wait the more information we’re going to have. But I’m the only source of
information that you have to make this decision, so what are your main concerns?

“You Just Said”...

● Uncertainty
● Price objections

Okay… remember how you said that [PROBLEM] and it’s going to [COST OF PROBLEM]...
help me understand here, because [OUR SOLUTION] can [BENEFIT]... so what’s not adding
up?