7

PROVEN
MARKETING
AND SALES
MODELS

USING CONVERSION FOCUSED,

DATA DRIVEN DECISIONS TO
SCALE HIGH TICKET SERVICE
BUSINESSES
Hey there, business owners!

First of all, I’d like to thank you for your interest in our 7 Proven Marketing & Sales Models We
Use To Scale Service Businesses

My name is Justin Oglesby, I’m the Co-Founder of Conversionly. As a fellow business owner, I
know time is the most valuable thing we have. I promise to respect your time.

You will find that we skip all the fluff and get down to actionable strategies you can implement.
As a business, we’ve tried to cut out some of these models to maximize efficiency and these are
the seven models that we’ve found you must have to get new clients.

Before we dive in, I’d like to answer the question of why we are able to speak on the topic of
scaling a business.

My business partner Zach Williams and myself were blessed to scale our business to $10M
within the first three years. And we’ve helped over 1,300 service businesses scale to six and
seven figures (only 9% of businesses make over one million).

The models we are about to cover have been learned by one of two ways:
1. Trial and error
2. Reading and executing

A lot of mistakes have been made. A lot of money has been spent with little return.

We share this with you so you don’t have to go through that. So you can cut the learning curve.

This is simply what we have seen work in the real world with our own business and our client’s
business. We are not saying this is the only way. But these strategies work pretty darn well.

If you go through this with an open mind, you may be surprised at how much you can improve
your current processes.

Now, as someone who suffers from ADHD, sometimes long form text can be challenging. So
I’ve included visuals and video breakdowns of the main concepts we cover. That way it hits the
brain waves in different ways for maximum retention.
Here are some of the problems this book helps with…

Model 1: Cold Proven Offer

Word-of-mouth business and referrals are how we all started in business. They are the easiest
to turn into a sale. But what happens when you branch into the big leagues and start trying to
scale?

You can…
● Attract the clients you want to work with, and that pays top dollar
● Separate your business from your competitors
● Compete with the big fish in the big ponds
● Increase the overall effectiveness of your marketing

Model 2: Lead Generation Strategies

There are only so many ways you can generate new clients. Paid advertising is the fastest way
to get the most eyeballs on what you sell and, if done correctly, yields the most ROI and is the
easiest to scale.

You can…
● Stop relying on word of mouth, the inconsistency of referrals, shooting 100 videos per
month, or cold calling people who hang up on you
● Dial in your paid ads to produce a consistent 1:3+ return
● Optimize for the correct balance between volume and top-quality leads

Model 3: Media Buying & Filling The Funnel

Once you have your ads running, you or someone else needs to manage them regularly. But
you need to know how that should be done. You don’t want things going sideways when you are
spending money on ads and at the end of the day, it’s your business.

You can…
● Have the proper attribution structures in place, dial in your pixel, identify problems &
trends, and analyze performance to make the proper adjustments
● Replace your current marketing agency that is not performing
● Dial in your ads to maximize your marketing efforts
Model 4: Self-Booked Appointments
The journey from clicking on your ad to booking a call with your team should be optimized at
every step. If not, you will have a very leaky marketing funnel which can be the difference
between 1-2 sales appointments per day and 10-15 with the same ad spend.

You can…
● Book more sales calls with a custom-built online sales funnel
● Have a professionally written video sales letter (VSL) do most of the pre-selling for you
● Filter out the tire kickers who just want the cheapest price
● Convert more of your leads into sales appointments than the industry average

Model 5: Lead Nuturing & Follow-Up

Once your lead generation is dialed in, only about 60% of all the appointments booked will be
self-booked appointments. The other 40% of your appointments should come from lead
nurturing and follow-up. These elements are essential for the success of your advertising
campaigns and can mean the difference between losing money on ads and achieving a 3X
return on investment.

You can…
● Have the exact follow-up cadence that has been tested and refined over the past five
years
● Stop sending basic follow-up messages that repel prospects away and start using
messaging that acts with human persuasion tendencies
● Use the correct mix of automation and human interactions to maximize conversions and
stop shooting yourself in the foot by overusing AI

Model 6: Solving The Show Rate Problem

No-shows can be devastating to any sales process. At the end of the day, you need more
conversations (with the right people) to close more deals and scale the company. And if you're
spending all this time and money on marketing and lead generation, you want to take as many
calls from the appointments you’ve booked as possible.

You can…
● Understand the two main reasons why prospects don’t show up to appointments
● Have our 18 show rate strategies customized exactly to your business
● Have a 70%+ show rate once dialed in
Model 7: Optimize Your Close Rate
So how do you consistently and predictably close at a high rate? Fair warning, closing cold
traffic is a lot more difficult than closing someone from a referral or word of mouth. They have no
idea who you are and are extremely skeptical. You will no longer be able to rely on your
reputation and personality to close deals. You now need closing skills.

You can…
● Understand the main limiting factors of why people don’t buy and how to overcome them
● Learn that all objections only boil down to a few main objections and learn how to
overcome them
● Have access to the exact sales call structure that is responsible for over $10M in sales in
our company alone

So before we kick off, I want to thank you again for your time and attention.

Let’s make some money!

1 Cold Approved Offer

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Competitor & Customer Research

Dream Likelihood Of
Outcome Achievement
Communicate Effectively
Time Delay Effort &
Sacrifice
Determine A Niche

Create A Killer Offer

 Cold Approved Offer
Word-of-mouth business and referrals are how we all started in business. They are the easiest
to turn into a sale. But what happens when you branch into the big leagues and start trying to
scale?
Growth Problems
For many entrepreneurs, the early days are marked by a reliance on word-of-mouth referrals
and connections within their local network, leveraging the trust and relationships they've built
over time.

But it’s rarely consistent.

Referrals and word-of-mouth leads bring in initial clients who trust the business based on the
positive experiences of others.

Even if the business has no proof of being able to deliver, trust overcomes all other factors.

This close network serves as a solid foundation, allowing businesses to establish themselves,
refine their offerings, and build a reputation within their local or online community.

Every business, regardless of size or industry, eventually faces the reality that local markets and
relationship marketing have their limitations. While word-of-mouth referrals and local networks
are valuable, they can only take a business so far.

You will then have a choice. Stay small, or work your way up to the big leagues.

Staying small is totally fine. There is no shame in making a good living and being low-key.
Actually, some may prefer that.

Then there are others who want to scale and grow. Then you have to answer the hard question
of “can my local network or organic marketing support my growth goals?”

Some stats
● 20% of businesses fail within the first year
● 50% percent fail after the fifth year
● 82% of businesses that fail do so because of cash flow problems
● 9% of businesses make over one million per year

Most businesses cite poor cash flow as the reason for failure. And as a business, cash flow
equals new clients. So most businesses fail to develop successful strategies to generate new
clients.

If you want to grow, you will need to level up.

And as with anything, once you move up to the big leagues, everything is more competitive.

No longer can your business rely on the small town “this is what I do so hire me” mentality.
There are thousands of other companies saying the same thing. They may have more
experience, more talent, or more resources than your company.

So, how do you stand out?

Marketing to people who don’t know who you are is an entirely different game. You are now a
small fish in a big pond.

But there are ways to get your big fish status back. And it all starts with creating an offer for an
audience that doesn’t know you.

So what is an offer? It’s what you sell. It’s what you tell people you have to solve their problems.

Crafting Your Offer

Any mention of an offer would be incomplete if we didn’t draw inspiration from Alex Hormozi’s
work in “$100 Million Offers.” We explore key concepts and strategies from his book to help you
craft a compelling offer.

Everything in your offer is based on value.

People pay you based on the problems you solve.

If you solve a problem that is extremely valuable for that person, then they’ll pay you for it.

This exercise today is going to help you achieve the following:

Create a killer offer

Make it IRRESISTIBLE!

The goal when you build your offer is to make an offer so IRRESISTIBLE that your target
audience would be STUPID to say NO!

Maximize the dream outcome/value for the customer, decrease the time it takes for them to see
results, and decrease the effort/sacrifice it takes to get results.

The goal is to focus on the transformation that the customer wants to have and then build an
offer around the components that are required to deliver that transformation.

To create a valuable offer, you must do 4 things:

1. Increase the dream outcome
a. What it is they really want
2. Increase the likelihood of achievement
a. Do I believe that I will achieve the result I'm looking for if I make this purchase?
3. Decrease the time delay
a. The time between a client buying and receiving the promised benefit
 4. Decrease effort and sacrifice
a. The cost of using the product or service

Here's what most businesses typically do in an attempt to stay competitive:

● Take a look at the marketplace
● See what the competition is offering
● Price themselves slightly below the average to stay competitive
● Offer a little more than their competition
● End up at a value proposition of “more for less”

Over time, in an efficient marketplace, more competitors enter offering “a little more or a little
less“, until eventually, no one can provide anymore for any less.

At this point, business owners make just enough at the end of the month to keep going. The
bottom 10% to 20% of businesses will fail.

Then new business owners enter the market with no idea and repeat the process.

Price-Driven Business vs. Value-Driven Business

Price-Driven Business
● Example:
○ In this example, it will be a design agency doing normal design work.
○ “We will edit all your graphics and videos”
○ Pay per project.
○ There are a million of them. They all look the same.
○ These types of businesses are commoditized - you can get the exact same
offering from multiple locations
○ Have a hard time getting a response and making sales because all of their
marketing looks the same as every other business
● This commoditization creates a price-driven purchase
● They are forced to be priced competitively to get clients and keep their clients.
● If the client sees a cheaper version of the same thing and the value discrepancy will
cause them to swap providers
● Competitors will continue to lower their prices to win new business
● Margins become so thin that they vanish

Value-Driven Business
● Example:
○ In this example we have the same design agency but their offer is packed a little
differently.
○ Unlimited graphic design and video development for a flat fee per month.
○ No pay per project fees.
 ○ Provide an extensive repository of graphics and video projects that are proven to
convert to get inspiration from
■ Website graphics
■ Social media
■ YouTube thumbnails
■ Instagram reel examples
■ TikTok video examples
● Price is now associated with the value
● You are unique in the marketplace

Creating A Value Driven Offer

To create a value-driven business, we must do four things:
1. Competitor & Customer Research
2. Communicate Effectively
3. Determine A Niche
4. Create a Killer Offer

Competitor & Customer Research

To compete effectively in your niche, conducting thorough competitive research is essential.
This research will equip you with vital information to position your offer as superior and more
valuable compared to your competitors.

Here are the key aspects to focus on during your competitive research:
1. Identify Major Players:
Your primary objective is to determine who the major players are in your niche.
Understanding who your competitors are gives you a baseline for comparison and
strategy development.

2. Understand Their Promised Transformation:

Investigate what transformation your competitors promise their clients. Knowing the
outcomes they offer helps you differentiate your own services.

3. Examine Their Delivery Methods:

Look into how these competitors deliver the promised transformation. What mechanisms
or methods are they using? This insight can inform your approach to offering a similar or
improved transformation.

4. Analyze Their Pricing:

Research what your competitors are charging to deliver their services. This information
is crucial for positioning your pricing competitively in the market.
 5. Study Their Marketing Strategies:
Understanding how your competitors invest in marketing to generate new business is
key. What channels are they using to obtain leads? This can help you identify effective
strategies and potential gaps in their approach.

6. Evaluate Their Successes and Failures:

Assess what your competitors are getting right and where they are faltering. Are there
areas they excel in or aspects they are neglecting? This can help you capitalize on their
weaknesses and learn from their strengths.

7. Consider Potential Improvements:

Reflect on how these competitors could improve their offerings or strategies. This can
inspire innovative ideas for your own business and help you stay ahead.

Answering these questions will provide a comprehensive understanding of your competitive

landscape. It allows you to refine your strategies, ensuring your offer stands out in the market
for its uniqueness, value, and effectiveness. Competitive research is not just about knowing your
rivals; it’s about using that knowledge to enhance your own business strategy.

Determining A Niche
Choosing and committing to a niche brings several advantages to your business. It not only
simplifies and streamlines your operations but also enhances your marketing effectiveness and
ability to demonstrate proven results, all of which are essential for rapid growth and scalability.

Here's why:
1. Scalability:
The number one benefit of focusing on a specific niche is the ability to scale rapidly.
When your business is dedicated to serving a single target market, every aspect of your
operation is streamlined to address their unique needs and provide a specific
transformation. This focus leads to a more efficient and effective business model.

2. Automation and Streamlined Operations for Fulfillment:

When you niche down, automating and streamlining your fulfillment processes becomes
much simpler. Within a singular niche, the tasks and services you provide are likely
repetitive, allowing for the implementation of systems and processes that can be
automated or delegated. This leads to more efficient operations and saves valuable time
and resources.

3. Cohesive Messaging:
Having a specific niche allows for cohesive messaging across all your marketing efforts.
When your brand and marketing strategies are congruent and tailored to a specific
audience, the effectiveness of your lead generation activities increases significantly. This
 unified messaging strengthens your brand’s identity and appeal within your niche
market.

4. Develop Proven Results:

Working within a niche enables you to showcase proven results specific to that niche.
Demonstrating success and expertise in a particular area increases your credibility and
enhances your ability to close deals. Clients are more likely to trust a business that has a
track record of success in their specific field or industry.

5. Commit to One Niche:

It’s important to resist the temptation to jump from one niche to another. Many
businesses make the mistake of thinking the grass is greener on the other side.
However, the key to long-term success often lies in committing to one niche and honing
your offer within that area. This commitment allows for deeper understanding, better
service, and ultimately, more success in that niche.

Selecting your niche requires careful consideration of a few factors. It's about finding a balance
where there's a significant problem to solve, an easily targetable audience with the means to
purchase your solution, and a market that's either growing or stable.

There are four key factors to consider when making this choice:
1. Severity of Pain:
The first factor is the severity of the problem or 'pain' that your product or service aims to
solve in the niche. The more severe the pain, the more likely clients are to seek a
solution.

2. Easy to Target:
Your niche should consist of a group of people or businesses that are easy to identify
and reach. If it's too difficult to find or communicate with your target audience, your
marketing efforts may not be effective.

3. Buying Power:
The niche should have the financial ability or buying power to purchase your product or
service. It's crucial that your target audience can afford what you're offering.

4. Growing Market:
Ideally, you want to enter a niche that is growing or at least stable, not declining. A
growing market suggests more opportunities and a larger potential customer base over
time.

Example 1: Toilet Paper During Lockdown

● Severity of Pain: Extremely high, as everyone needed it.
● Easy to Target: Yes, because everyone was looking for it.
● Buying Power: High, as it's an affordable and essential item.
 ● Growing Market: Huge demand due to the lockdown situation.

Example 2: Life Insurance Targeting Recent College Grads

● Severity of Pain: Low, as young people often feel invincible and may not see the
immediate need for life insurance.
● Easy to Target: Yes, as they're a specific demographic group.
● Buying Power: Low, as many are just starting their careers and might be managing
student loans or other expenses.
● Growing Market: Not a significant demand in this group.

When assessing whether a market is growing, you primarily want to see if it's in decline. For
example, markets like newspapers or DVD rental companies are on a downward trend,
indicating they might not be the best niches to enter.

Create A Killer Offer

Creating a valuable offer involves four key steps to ensure it's attractive and compelling to your
target audience.

Here's how to go about it:

1. Increase the Dream Outcome:
Focus on what your clients really want, the ultimate goal or 'dream outcome' they're
after. Your offer should amplify this desired result, making it highly appealing.

2. Increase the Likelihood of Achievement:

Your clients should feel confident that they will achieve their desired outcome by
purchasing your product or service. Build this confidence by showcasing the
effectiveness of your offer.

3. Decrease the Time Delay:

Minimize the time between a client purchasing your product or service and receiving the
promised benefit. The quicker they can see results, the more attractive your offer
becomes.

4. Decrease Effort and Sacrifice:

Reduce the cost, both in terms of money and effort, of using your product or service.
Make it as easy and convenient as possible for the customer to achieve their goal.
5 Ways To Develop Your Offer
1. List the Dream Outcome:
For instance, "Lose 20lbs in 6 weeks" is a clear, compelling dream outcome for a weight
loss program.

2. Identify Potential Problems:

Consider the struggles, limiting beliefs, and immediate issues your clients face before
and after using your product. For example, beliefs like "healthy food is expensive" or "I'm
not sure which exercises to do."

3. Create a Solution List:

Develop solutions for each identified problem. Think about what you need to show to
solve each issue. Reverse the problem into a solution-oriented statement, starting with
"how to". For example, transform "Buying healthy food is expensive" into "How to buy
healthy food for less than your current grocery bill."

4. Enhance the Value of Your Offer:

Think of all the ways to make your offer irresistible. Ideas could include a personalized
grocery list, in-person grocery shopping tutorials, recorded grocery tours, a grocery
calculator, pre-made Instacart grocery carts, and weekly check-ins via text.

5. Always Overdeliver:
Consistently provide more value than expected to delight and satisfy your clients.

Other Considerations:
● Decide the level of personal attention you want to provide (1-to-1, small group, or
one-to-many).
● Determine the expected level of effort from the customer (Do It Yourself, Done With You,
Done For You).
● Choose the delivery medium (in-person, phone support, Zoom, email).
● Decide on the format for recorded content (audio, video, written).
● Set expectations for response times and availability.

Trimming the Fat

When refining your offer it's crucial to 'trim the fat' by eliminating elements that are low in value
but high in cost.

The focus should be on retaining aspects of your offer that provide significant value to your
clients. These are the elements that boost their confidence in achieving their desired outcomes
with minimal effort and time investment.

What you're aiming for in your refined offer are items that either fall into the category of low-cost
yet high-value or are high-cost but also high-value.
An example of this could be including pre-made Instacart grocery carts in your service, which
offer the convenience of easy delivery, or a grocery calculator that aids in efficient planning.

These features enhance the overall value and appeal of your offer, making it more attractive and
beneficial to your clients.

Enhancing Your Offer

To make your offer more appealing and drive quick action from your potential clients, consider
implementing the following strategies:

Scarcity:
● By creating a perception of exclusiveness, you can make your offer more
desirable. This can be achieved by limiting the supply or availability of your
product or service. When people perceive that something is scarce, they are
more likely to value it higher and make a decision faster, fearing they might miss
out.

Urgency:
● Encourage immediate action by introducing deadlines or limited-time offers.
Setting a specific time frame for an offer creates a sense of urgency, prompting
potential clients to act quickly to take advantage of the deal before it expires. This
tactic is effective in accelerating the decision-making process.

Bonuses:
● Enhance the perceived value of your offer by including bonuses. These could be
checklists, tools, templates, or other resources that are not only easy to use but
also save time for the user. Bonuses can make your offer stand out, giving clients
more reasons to choose your product or service over others.

Guarantees:
● Provide guarantees to mitigate perceived risks and build trust with your audience.
For example, a time-bound achievement guarantee assures clients of the
effectiveness of your product or service within a specified period. This can be a
powerful motivator, as it reduces the perceived risk of investment and
demonstrates confidence in your offer.

By incorporating these elements into your offer, you create a compelling proposition that not
only attracts attention but also motivates action, helping to convert potential leads into loyal
clients.
2 Lead Generation Strategies

6 Ways To Get More Clients Direct Vs Indirect Ads

Referrals

Paid Ads Direct -

Own List
Book A Call

ȌşņõƳġƧ Content

Cold Indirect -
Outbound Lead Magnet

The 5 Types Of Ads 2 Demo Ads

1 Authoritative
Spokesperson Ads 3 Social Proof/
Case Study Ads

5 Educational
Ads 4 Objection
Smasher Ads

The Right Platform Friction & Quality

Less Quality More Quality

Phase 1 Phase 2 Phase 3 Phase 4

More Volume Less Volume

 Lead Generation Strategies
There are only so many ways you can generate new clients. Paid advertising is the fastest way
to get the most eyeballs on what you sell; if done correctly, yields the highest ROI and is the
easiest to scale.
You Have Options
Now that you have an offer that's ready for cold traffic, your next step is to choose your lead
generation strategy.

There’s only 6 ways to get new clients

1. Referrals
2. Own List
3. Partnerships
4. Content
5. Cold Outbound
6. Paid Ads

Referrals - This is how most people start their business. They have an idea for a company and
start to spread the word within their personal connections and local networks. Referrals are the
easiest prospects to close and the best clients to work with. You should always have referrals
coming in. It's a great thing to have. The only downfall with referrals is they are inconsistent.
Anything inconsistent is not scalable.

Own List - Your list are people that you have interacted with or have interacted with your
business in the past. These can be people that have or have not purchased something from you
in the past. This is a great strategy to use to get new clients and to upsell old clients. However, it
is really only effective and predictable when you have a large audience - 20,000 people or
greater.

Partnerships - Partnerships can be joint ventures, referral programs, affiliates, etc. This is a
great way to get clients with little effort on your part. It's most effective when you partner with a
complimentary service. The only downfall is that Partnerships take a long time to develop and
often times come and go.

Content - Content can be your website, YouTube videos, PDF documents, articles, SEO, social
media posts, etc. It helps build your brand and can help bring in leads through an indirect
process. However, there is a high level of time commitment and normally you'll not see
measurable lead generation results for at least a year.

Cold Outbound - Cold outbound is anything that you use to contact someone unsolicited. This
could be cold email, direct messaging, texting, cold calling, direct mail, etc. This strategy is high
volume with low success rate. It's inexpensive which makes this method profitable if done
correctly. However, out of all the methods this is the hardest uphill battle that you will fight. The
majority of people don't like to be cold called and rarely respond to unsolicited messages. In
recent years, there have been many developments making cold outbound more difficult, more
expensive, and less effective. People receiving the messages don't want to receive them and
email and phone providers don't want you sending them - again, a huge uphill battle.
Paid Ads - Paid ads are a way for you to put your message in front of people who are
interested. Normally, you pay a platform to post your content in front of their audience. Paid ads
are the fastest way to get the most eyeballs on what you sell.

A Superior Method
Paid ads, if done correctly, yield the most ROI and are the easiest to scale.

The reason why most companies have a hard time growing is because there is no consistency
with their client acquisition. The lead gen machine that they are running isn’t dialed in to bring
consistent new paying clients.

This is because most businesses either don’t run ads, or the ads they are running lose money
because the offer isn’t great and their backend isn’t dialed in - more on the backend processes
in the later sections.

Direct Vs. Indirect Ads

There are two main ads that you can run.

A direct ad or an indirect ad.

● Direct - Straightforward book-call strategy.
○ Small percentage of people in the market are ready now.
● Indirect - Lead magnet.
○ Bigger percentage of people that will be in the market.

We recommend starting out with direct ads. People who respond to more direct ads are a little
further down the buyer’s journey and closer to the purchasing window.

This will allow you to keep your time to close down to a minimum and recoup your ad spend as
quickly as possible.

We didn’t start running indirect ads until we were at $6M per year.

Types of Ads
Once you figure out if you want to run a direct or indirect ad, then you need to decide what type
of ad you’ll run.

There are 5 types of ads that you can use

● Authoritative Spokesperson Ad
● Demo
● Social Proof/Case Study
● Objection Smasher Ads
● Educational
Running The Right Ads
Anyone can create an ad, publish it on a platform, and generate leads. People can accidentally
click on an ad and enter their contact information. It happens all the time.

If you’re spending money on ads, you don’t want just any lead. You want leads who have a need
for what you are selling, they want to solve that need now, and who are willing AND able to buy.

So how do you find those people in the market?

After your offer, the second most important factor of your advertising success is going to be your
ad creative and copy.

There are two main creatives that you can use - images and video.
● Images
○ Relevant to the audience
○ Peak interest and get them ready the copy
○ Scroll stopping
● Videos
○ The video needs to hook the audience, hold their attention, and get them to take
the next action.
○ Here is the exact video structure that performs the best for video ads:
■ Strong Hook (Direct): “If I come into your business and do XYZ, what
would that do for you?” (Put potential + proven results in their face to
show your promise)
■ Social Proof: Authority features, List of Testimonial videos + Stories of
successful students
■ Factual Data: Prospects like Facts, Data, and Numbers according to
industry standards
■ Soft: “If that's something you are looking for, click the button below”.
■ Demo Next Steps On Screen: Show landing page design, buttons to
click
■ Demo Entire System Overview / Educate: Show screen of visual
process and/or talk through a methodology
■ Strong CTA: Click the button down below so that you can XYZ

Choosing The Correct Platform

We recommend beginning with the platform that has the largest user base and the most proven
track record. Currently, this leads you to Facebook and Instagram but platforms are always
changing. Starting with a platform that has the most proven track record offers a cost-effective
environment for refining your message and honing your ads.

Think of it as a training ground. Facebook and Instagram provide a diverse audience, allowing
you to test, tweak, and perfect your approach. Once you've nailed down what works – which
messages resonate, which calls-to-action prompt engagement you’ve dialed in the backend –
you're ready for the next level.

You don’t want to go to another platform before things are dialed in. What if your offer isn’t
resonating? What if people are booking appointments? What if your show rate is off?

Graduating to platforms like LinkedIn, YouTube, Google, and TikTok is similar to advancing from
high school to college. Each of these platforms presents its unique challenges and
opportunities.

LinkedIn is a hub for professional networking and sometimes ideal for hard-to-reach executives.
On the other hand, TikTok, with its short-form video content, is much more fast-paced and
requires a great deal of content creation skills. Google Ads require a keen understanding of
SEO and keyword optimization.

The Right Strategy For Quality Leads

Everyone wants better leads. If you are currently generating tons of leads, you want to have
better quality leads for the same or lower cost per lead. If you don’t have leads and spend
money on ads, you don’t want to waste your money on people who have no plans to buy from
you.

No matter the stage you are in, you will always want better quality.

The key to being profitable with your lead generation strategies is finding the best quality leads
for the lowest possible price. Finding that balance is difficult.

You can get the highest quality leads possible, but if the cost per lead does not align with the
economics of your offer, your campaign will not be profitable, and your business will run out of
money.

You can find the cheapest leads possible, but if the quality is terrible, you will not close anyone,
your campaign will not be profitable, and your business will run out of money.

There is a delicate balance between the volume of leads and the quality of leads.

If you are a new business or you're just starting out with paid ads then you will want as much
volume as you can. This will help you dial in your messaging and your backend systems. Then,
once everything is dialed in, you can slowly introduce points of friction to increase quality.

Friction is defined as the steps someone needs to take to go through your marketing and sales
process to become a client.

The more friction or the more steps that you add to your process the better quality that prospect
will be.

For example, if someone wants to meet with your sales team or you and they are able to
schedule an appointment without any qualifying, that process has little friction. And what you will
find is that you will have a higher volume of appointments but the quality of people on your
calendar will not be that great - because you are letting anyone book a time.

On the other hand, if you make someone sit through a qualification video, fill out an application,
and only send the calendar link to the people who are qualified, that's a lot more friction. The
quality of people will be a lot higher but you won’t meet with as many people because some
were disqualified.

Another thing to note is the more friction you add in, the more expensive your conversions will
be.

If you look at the graphic below you can see that there is a sliding scale between how expensive
it is, the quality of the leads, and the volume.
Lead Quality Tactics
Below are some effective ways that you can organize your funnel to convert leads, along with
how to add in certain steps to create friction and increase quality. This is not an exhaustive list.

For Local Service Businesses (ie: Roofing, HVAC, Chiropractors, etc.)

1. Lead Form Ad → Calendar → Thank You

○ This has the least amount of friction. After someone clicks on an ad they go to a
lead form that is native on the advertising platform. The prospect fills in their
contact information on the form. This is different from someone clicking on an ad
and going to a different website altogether.
○ The native lead form provides less friction and usually better conversions.
However, lead forms are notorious for poor quality if not executed properly.
○ After they complete the lead form they go to a calendar page where they can
book an appointment.
○ Once they book an appointment, they are sent to a “thank you" page that
confirms their appointment, has client testimonials, and other educational
material that the prospect can consume to warm the prospect up before the sales
call.
2. Lead Form Ad w/ Qualification Questions → Calendar → Thank You

○ Here you are adding in a little more friction in the form of qualification questions
in the lead form.
○ Once the prospect completes the form, they go to a calendar page to book an
appointment and then are redirected to the “thank you” page.

3. Lead Form Ad w/ Qualification Questions → Qualification Survey → Calendar → Thank

You

○ Here we have added an additional step. They have the same lead form with the
qualification questions but then are redirected to a qualification survey that is
more in depth.
○ After they complete the qualification survey, they are redirected to a calendar
page to book an appointment and then redirected to a thank you page.
For Digital Businesses (ie. Marketing Agencies, Coaches, etc.)

1. Lead Form Ad → Calendar → Thank You

○ The prospect clicks the ad and a native lead form pops up on the platform.
○ The prospect completes the form and then is redirected to a calendar page to
book an appointment.
○ Once they book an appointment, they are redirected to a thank you page.

2. Lead Form Ad → Info/VSL Page + Calendar → Thank You

○ The prospect will complete the lead form native on the advertising platform.
○ Then, will be redirected to an information page. This page normally has more
information on the direct mechanism of the service and oftentimes will have a
video sales letter. There will be a button on this page that will redirect them to a
section on the page where the calendar is embedded for them to book an
appointment.
○ After they book an appointment. they are redirected to the thank you page
3. Optin Page → Info/VSL Page + Calendar → Thank You

○ The prospect clicks an ad and is now redirected to a landing page that is out of
the advertising platform. The landing page will have an opt-in form where you will
collect the contact’s information.
○ Once they fill out the opt-in form, they will then be redirected to an info page with
a calendar where they will book an appointment.
○ After they book an appointment, they will be redirected to the thank you page.

4. Optin Page → Info/VSL Page → Qualification Survey → Calendar → Thank You

○ Here your prospect clicks the ad and they go to the opt-in page that will collect
their information with an opt-in form.
○ They will then be redirected to an info page. Now, in this step there is no calendar
on the info page. There will be a button that they can click to go to the next step,
which is a qualification survey.
○ The qualification survey is usually 3-8 questions long. After they complete the
survey, they will be redirected to a calendar where they can book a time.
○ After they book a time on the calendar, they will be redirected to the thank you
page.
 3 Media Buying/Fill Your Calendar

Attribution Dedicating Someone

To Optimize Your
Campaigns

Dial In The Pixel Analyzing

Performance
And Making
Adjustments
Three Primary Campaigns
Scaling
Campaign
Factors Of Media
Retargeting
Campaign
Buying Success
Testing
Campaign

40%
30%
Patterns
& Trends
15%
10%
5%
Offer

Creative
/Copy

Funnel
Structure

Parameters
Targeting

Pixel Data
Historic

Performance
Issues
 Media Buying & Filling The Calendar
Once your ads are running, you or someone else must manage them regularly. But you need to
know how that should be done. You don’t want things going sideways when you are spending
money on ads, and at the end of the day, it’s your business.
Managing the ads you are running will be the most time-consuming aspect of running paid
media. When you’re spending money on ad platforms, things can go sideways very quickly.

Before you know it, you’ve spent thousands of dollars and haven’t received a single lead, or
booked a single appointment, or closed a single deal.

This leaves most people frustrated and leads them to believe that paid ads don’t work for them.

Some people even hire “expert“ marketing agencies to run ads for them. When you don’t know
the proper structures and processes that should be set up to make it successful, it makes sense
to outsource and hire a marketing agency.

However, finding a really good agency is like finding a needle in a haystack.

We recently had a client tell us that he tried ten marketing agencies before working with us,
none of which delivered any significant results. He was ready to give up on paid ads. Why didn’t
he? Because he knew his competitors were doing it successfully so there must be a way to
make it work.

In this section, we will cover the structures you need to have in place to run profitable ad
campaigns.

Once you have the baseline knowledge of what makes a campaign successful, then you can
make the necessary adjustments to your current campaign, make comparisons of what your
current marketing agency is doing, or know what to look for when you’re ready for paid ads.

Pro tip: If you’re just starting out, or your campaigns are not currently successful, we
recommend hiring a good done-for-you agency to set everything up properly. Then have the
agency start to dial in your campaigns while you are monitoring their actions and educating
yourself on what they are doing, and why. The goal is for you or someone on your team to
eventually take over the campaigns. The last thing that you want is to have your lead generation
and sales success reliant on a third-party company. This may be quite literally the lifeblood of
your business. You want to bring this in-house as quickly as you can.
Running Profitable Campaigns
There are two foundational things that you will need to be successful.
1. The proper structures in place to profitably run your campaigns.
2. Someone dedicated to overseeing the optimization of the ads.

The Proper Structures

Attribution
To run profitable campaigns, you need to set proper attribution systems so you can tell which
campaigns are making you money and losing you money.

Most advertising platforms have what is called a ‘pixel’ to help attribute specific actions with the
advertising campaigns. A pixel, often referred to as a tracking pixel, is a tiny snippet of code that
can be embedded into websites and landing pages. This pixel is virtually invisible to users. It
tracks user behavior, such as page views or specific actions taken on the funnel, enabling you
to gather valuable data for targeted advertising campaigns.

For attributing conversions to an online ad campaign, marketers can place an event code within
the pixel. This event code is tailored to specific actions deemed as conversions, like a product
purchase or a sign-up form completion. By integrating this code on particular pages or next to
specific actions, advertisers can precisely track how their online ads lead to these desired
actions.

Different advertising platforms, such as Facebook or Google Ads, have their unique pixels that
can be customized with event codes. Once implemented, these pixels collect data on user
interactions linked to the ad campaigns run on these platforms. This data is crucial for
advertisers to understand the effectiveness of their ads, allowing them to attribute conversions
directly to their digital advertising efforts and optimize their campaigns for better performance.

However, the pixel is not always accurate. Sometimes it over attributes, under attributes, or
doesn’t track at all. For this reason, you will want to set up Urchin Tracking Modules (UTM)
tracking as a backup to help track your attribution.

UTM tracking is helpful for understanding how well your social media ads are doing. Think of
UTMs as special tags you add to the end of a landing page link. These tags provide detailed
information about where people are coming from when they click on your ad.

Using UTMs, you can get a clearer picture of which ads are bringing people to your website and
what they do when they get there. This extra layer of information helps you figure out which of
your social media ads or campaigns are effective and which ones might need some tweaking.
You then can make informed decisions on maximizing the return on investment from your ad
spend by allocating more spend to campaigns that are successful, and turning off campaigns
that aren’t as effective.

Here are some examples of what a UTM might look like:

1. Basic UTM for a Facebook Campaign:

○ Original URL: [Link]
○ UTM-tagged URL:
[Link]
mpaign=spring_sale
○ Breakdown:
■ utm_source=facebook: Identifies the source of traffic, in this case,
Facebook.
■ utm_medium=social: Specifies the medium, here it's social media.
■ utm_campaign=lead_gen_1: Names the specific campaign, which is a
lead gen 1 in this example.
2. Basic UTM for a Google Campaign:
○ Original URL: [Link]
○ UTM-tagged URL:
[Link]
mpaign=blog_launch&utm_content=image_post
○ Breakdown:
■ utm_source=twitter: The traffic is coming from Twitter.
■ utm_medium=tweet: The medium used is a tweet.
■ utm_campaign=blog_launch: Indicates the campaign is for launching a
blog.
■ utm_content=image_post: Specifies that this link was used in a post with
an image.

Dial In Your Pixel

Once you have the proper pixels and UTM parameters set up, you will then have a clear picture
of the performance of each campaign. This will allow you to make accurate and informed
decisions to dial in your advertising.

You will be able to know which lead came from which campaign and how you targeted that lead.
As that lead goes through your sales process, you will be able to see the overall effectiveness of
your advertising, and how it relates to bringing in quality prospects.

For example, if you notice a trend of prospects who aren’t qualified coming from a specific ad,
that will lead you to make a decision to stop running that ad and come up with a new creative.
On the other hand, if you notice a trend of prospects who are extremely high quality and close at
a higher rate that are coming from a specific ad, then you would want to put more money behind
that particular ad.

What is the pop? We just explained that it involves you making an informed decision. But how
do you get the ad platform’s algorithm to predictively find the right people you were looking for?
Well, you will need to make sure that the data is being sent over to the app platform correctly.

If your pixel is set up properly, this will be one layer that will help send the right signals back to
the platform via browser-based tracking through cookies. However, there is a large percentage
of people who have data protections on their devices and limit the effectiveness of browser
cookies. So there will be a good portion of data that will not be sent back to the Ad platform.

This is where more advanced conversion tracking will be beneficial. For example, Facebook
developed its Conversion API, which allows you to send the event data straight from your server
to Facebook.

When someone goes through your funnel and fills out the optimum form or fills out a form to
book a sales call, you can collect that data and send their encrypted contact information back to
Facebook, so Facebook can attribute that action to your advertising campaign.

Dedicating Someone to Optimize Your Campaigns

Now that you have the proper structures in place to make informed decisions and send data
back to the algorithm, someone will need to manage your campaigns effectively.

In the marketing space, this is an entire profession called media buying. This is a very complex
and time consuming task. If you are running low budget campaigns or just starting out, you can
get away with doing this yourself.

However, as you start to scale and are looking to dial in your campaigns, we recommend hiring
an expert. He will be competing with competitors with bigger budgets, media buyers with years
of experience, and superior strategies.

Below are a few of our best practices for ongoing management and optimization of your
campaigns.

Three Primary Campaigns

● Scaling Campaign
● Testing Campaign
● Retargeting Campaign
The scaling campaign is where you will have 60% to 70% of your budget. This campaign is
used for target audiences and creatives that are proven to produce conversions in quality
prospects.

The testing campaign should be 10% to 20% of your overall ad budget. You want to consistently
be testing new marketing strategies to beat what is currently working. This way you are always
working on lowering your cost per lead, reducing your cost per booked appointment, and
increasing your quality. This is where you will test new audiences, new creative, different
hooks/angles in your marketing and test new copy.

The retargeting campaign should account for 10% to 20% of your budget. In this campaign, you
are re-targeting people who have taken a certain action through your funnel. This will be your
low hanging fruit. Some audiences that you will want to retarget:
● People who landed on your funnel or website, but are not a lead.
● Leads who have not booked an appointment.
● People who booked an appointment, but have not been sold.

Analyzing Performance and Making Adjustments

We recommend analyzing performance over 3, 7, 14 and 30 day performance.

With scaling campaigns, avoid turning off ads or audiences until they have been
underperforming relative to your KPI benchmarks for at least 7 days.

In the testing campaigns, kill any ads or audiences after 3 days of no performance.

In your retargeting campaigns, use a 14 to 30 day window for analyzing the performance. This
window will help you make more accurate decisions as this audience will not be as large.

Identifying Patterns and Trends

Be sure to document your creative and copy that are performing well. Document any of the
hooks in the angles that are outperforming your other creative and copy.

Document audiences that tend to have a higher quality on sales calls and conversions.

Consistently review what your competitors are producing, understanding what is in the
marketplace, so that you are aware of what your audience is also seeing.

Diagnosing Performance Issues

If you’re having issues with your performance, below are more advanced diagnosing
frameworks, that will help you optimize your campaigns. CTR = click through rate.
 - High CTR (ALL) + Low Unique Outbound CTR
- = Poor Quality Copy (headlines, the hook, the text on the image, etc.)
- Low CTR (ALL) + HIGH Unique Outbound CTR
- = Poor Quality Creatives (the image, the colors used in the graphics/video, the
hook at the beginning of a video ad, the text on the image, etc.)
- Low CTR (ALL) + Low Unique Outbound CTR
- = Poor Quality Creative & Copy (Message market match issues OR overall, poor
creative, hooks/claims/offer)
- Audience is not a good fit for your offer
- High CTR (ALL) + High Unique Outbound CTR
- = Great Quality Creative & Copy
- High CTR (ALL) + High Unique Outbound CTR - Low Conversion Rate = Poor Quality
Landing Page Experience OR Message Market Match Discrepancies

Factors That Attribute To Marketing Success

Let’s assume for a moment that you have an expert that is highly experienced and capable of
running profitable advertising campaigns. Let’s also assume that you have all of the structures in
place that we have outlined above.

We’ve analyzed over 1,200 of our client’s marketing campaigns, and have narrowed down the
attribution of the campaign success to 5 main factors. You can use this to improve your
campaign’s overall performance, turn a failed campaign into a profitable campaign, or diagnose
why a campaign may not be performing as well as it used to.

5 Factors of An Ad Campaign Performance

● 40% offer
● 30% creative/copy
● 15% funnel structure
● 10% targeting parameters
● 5% historic pixel data

Offer
This is, by far, the most important factor to a campaign success. You can have the best copy,
the best funnel, the best media buying, but if your offer isn’t good, it will not convert. On the
other hand, we’ve seen poor copy, poor funnel structure and poor campaign management in a
campaign with an extremely compelling offer do extremely well.

Creative/Copy
The creative in a copy of the ad is one of the most overlooked factors of a campaign success. It
is the beginning of your marketing and your sales process. It’s what gets people to stop what
they are doing on the platform to consume your message, click on the ad, and take the next
action. Your creative and copy need to be compelling enough to win your prospect’s attention
over from your competitors and other marketers. As a rule of thumb, your creative is what stops
the prospect and gets their attention, and your copy is what convinces them to take the next
action.

Funnel Structure
After you’ve captured the attention with your creative and copy, you must have a process that
can predictably convert that attention into an engaged lead. If your final structure is not set up
and dialed in for conversion rate optimization at each step of the process, it can be the
difference between a wildly profitable campaign, and a campaign that bleeds money.

Targeting Parameters
Most advertising platforms allow you to target specific groups of people based on their age,
interests, behaviors, etc. The selections that you make tell the platform who to target your ads
with. These are your targeting parameters. Most inexperienced marketers and business owners
will attribute the targeting parameters as the main factor to low quality leads, and an
unsuccessful campaign. You absolutely need to make the proper selections and while it doesn’t
make sense to market a wedding photography package to a married couple, factors like your
offer and your creative/copy hold more weight to the performance of the campaign.

Historic Pixel Data

Most advertising platforms have artificial intelligence that will learn what audience your ads are
best suited for. As your ad campaigns run, people go through your funnel and the artificial
intelligence will get better at finding your ideal target audience. And if you’ve been running ads
for a while, your campaigns will naturally perform better, because there is historic data for the
algorithm to pull from. If you were just starting out your campaigns, it may take time to dial it in.
4 Self-Booked Appointments

3 Ways To Book Appointments Step Of A Sales Funnel

At The Beginning Of The

Self-Book Journey, There Will Always
Be An Ad On A Platform
That The Prospect
Engages With.

Automated
Manual
Follow-up Form

The Majority Of Your Appointments (About 60%) The End Result Will Be To
Will Come From A Lead Self-booking Through Book A Sales Call
An Online Sales Funnel.

Five Main Elements Of A Sales Funnel

BACK NEXT

Optin Sales Qualification Booking Thank You

Page Page Page Page Page

Funnel Benchmarks Funnel Stats

Optin Rate:
These Are General Benchmarks To Aim For And Will
15%+
Vary Depending On Industry, Audience, And Offer. Opt-in Page VSL

VSL Conversion:
45%+
VSL Page Application Page
35%+ 60%+ Application Rate:
60%+
Application Page Calendar Page

Appointment Self Booking Calendar Rate:

85%+
Rate: Rate: Calendar Page Thank You Page
 Self-Booked Appointments
The journey from clicking on your ad to booking a call with your team should be optimized at
every step. If not, you will have a very leaky marketing funnel, which can be the difference
between 1-2 sales appointments per day and 10-15 with the same ad spend.
Conversion Funnels

Online Conversion Funnel

Once you have your offer ready for a cold audience, your lead generation strategies together,
and the proper structures set up for media buying, then you are ready to start running ads.

But what’s the best way to take someone who clicks on an ad and turn them into a booked
appointment?

There are three main ways that your leads will book an appointment:
1. They self-book through an online funnel.
2. They get a follow-up message after they give their contact information through a form.
3. Someone manually calls them or texts them to schedule the appointment.

Overall, 30%+ of your leads should turn into appointments.

Of the total number of appointments, the majority (about 60%) will come from a lead
self-booking through an online funnel. The other 40% of total appointments will come from
automated and manual follow-up.

Think of a funnel as a website with a very specific goal: conversions. And the conversion that
we want to optimize for is a booked sales call.

The journey from clicking on your ad to booking a call with your team should be optimized at
every step. If not, you will have a very leaky marketing funnel which can be the difference
between 1-2 sales appointments per day and 10-15 with the same ad spend.

Conversion Funnel
There are multiple ways you can set up your conversion funnel.

When you’re running ads for high ticket businesses, there will always be two steps that are
constant:
1. At the beginning of the journey, there will always be an ad on a platform that the
prospect engages with.
2. The end result will be to book a sales call

What happens in between the steps can vary wildly, depending on the industry, the offer,
branding, and sophistication of the marketing process. Platforms change often and new
strategies arise. What was performing profitably last year, may not be the most effective strategy
at the current moment.
One of the most proven and effective strategies is a booked call funnel. It is the most direct path
from an ad to a booked appointment.

There are many ways that you can organize and construct the funnel to optimize for lead
volume, lead quality, and conversions. But overall, booked call funnels usually have five main
elements.

Five main elements of a funnel:

1. Optin Page
2. Sales Page
3. Qualification Page
4. Booking Page
5. Thank You Page

Optin Page - This is the first page that someone goes to after they click an ad. This page has a
form that collects the prospects' contact information.

Sales Page - The content on this page will educate the prospect further on your transformation
and processes. This page can also contain social proof, testimonials, case studies, and visual
graphics.

Qualification Page - This will be a simple page that has a qualification survey of 5 to 10
questions that the prospect fills out in an attempt to qualify or disqualify them.

Booking Page - This page will have a simple calendar where the prospect can book an
appointment with the company.

Thank you Page - This page will have a thank you video that will prepare the prospect for the
sales call, give them a little more information about the unique processes of the company,
provide additional content for the prospect to consume in an attempt to create a warmer
relationship, and encourage them to confirm the appointment.

Below are some effective ways of how you can organize your funnel to convert leads, along with
how to add in certain steps to create friction and increase quality. This is not an exhaustive list.

For Local Service Businesses (ie: Roofing, HVAC, Chiropractors, etc.)

Simple Funnel
Lead Form Ad → Calendar → Thank You

Moderate Funnel
Lead Form Ad w/ Qualification Questions → Calendar → Thank You

Advanced Funnel + Qualification

Lead Form Ad w/ Qualification Questions → Qualification Survey → Calendar → Thank You
Simple Funnel

This funnel offers the least amount of friction. After someone clicks on an ad, they are directed
to a native lead form on the advertising platform, where they fill in their contact information.

This is different from someone clicking on an ad and going to a different website altogether.
Using a native lead form typically results in less friction and better conversions. However, it's
important to note that lead forms can produce poor-quality leads if not properly executed.

After they complete the lead form, they go to a calendar page where they can book an
appointment. Once they book an appointment, they are sent to a thank you page that confirms
their appointment, has client testimonials, and other educational material that the prospect can
consume to warm them up before the sales call.

Moderate Funnel

You are adding in a little more friction in the form of qualification questions in the lead form.
Once the prospect completes the form, they go to a calendar page to book an appointment and
then are redirected to the thank you page.

Advanced Funnel + Qualification

We have added an additional step. They have the same lead form with the qualification
questions, but now are redirected to a qualification survey that is more in depth. After they
complete the qualification survey, they are redirected to a calendar page to book an
appointment and then redirected to a thank you page.

For Digital Businesses (ie. Marketing Agencies, Coaches, etc.)

Simple Funnel:
Lead Form Ad → Calendar → Thank You

Moderate Funnel:
Lead Form Ad → Info/VSL Page + Calendar → Thank You

Advanced Funnel:
Optin Page → Info/VSL Page + Calendar → Thank You

Advanced Funnel + Qualification:

Optin Page → Info/VSL Page → Qualification Survey → Calendar → Thank You
Simple Funnel

The prospect clicks the ad, triggering a native lead form to appear on the platform. After
completing the form, they are redirected to a calendar page where they can book an
appointment. Following the booking, the prospect is then redirected to a thank you page.

Moderate Funnel

The prospect will fill out the lead form native to the advertising platform and then be redirected
to an information page. This page typically contains detailed information about the service's
direct mechanism and often includes a video sales letter. There will be a button on this page
that redirects them to a section where the calendar is embedded, enabling them to book an
appointment. After booking the appointment, they are redirected to the thank you page.

Advanced Funnel

When the prospect clicks on an ad, they are redirected to a landing page outside of the
advertising platform. This landing page features an opt-in form to collect their contact
information. After filling out this form, the lead is then redirected to an informational page where
they can book an appointment. Following the booking, they are redirected to the thank you
page.

Advanced Funnel + Qualification

After clicking the ad, prospects are directed to an opt-in page where they submit their
information via a form. Subsequently, they are redirected to an informational page. Notably, this
page does not feature a calendar. Instead, it contains a button leading to the next step: a
qualification survey, typically comprising three to eight questions. Upon completing the survey,
leads are then directed to a calendar to book a time. Following their booking, they are finally
redirected to a thank you page.

Funnel Benchmarks
These are general benchmarks to aim for and will vary depending on industry, audience, and
offer.
- Overall Benchmarks:
- Overall lead-to-appointment rate: 35%+
- Self-Booking Rate through the funnel: 60%+
- Funnel Benchmarks:
- Optin Rate: 15%+
- Opt-in page → VSL
- VSL Conversion: 45%
- VSL Page → Application Page
- Application Rate: 60%+
- Application page → Calendar Page
- Calendar Rate: 85%+
- Calendar Page → Thank you page
Diagnosing Low Appointments via Funnel:
- Opt-in % < Benchmark:
- Message Market Match from Ad → Optin page
- Hook/Value Proposition is not strong enough
- Targeting the wrong audience
- Self-Booking % < Benchmark (funnel throughput):
- Message Market Match from Opt-in → VSL/Sales Page
- VSL/Sales Page didn’t answer the value equation
- Retargeting Ads are not effective
- Too much friction in your funnel
- Appointment options limited
- Value/Quality of content is poor
- Tech Issues
- Application % < Benchmark:
- First question is not effective
- Traffic is unclear on value proposition
- Traffic is not sold on value equation
- Too much friction in application
- Design/Formatting Issues

Other Factors to Consider

○ Reputation management.
○ Website optimization- people will Google you.
5 Lead Nurturing & Follow-Up

Once You Have Your Funnel Dialed In, Only About 60% Of Your
Appointments Will Be Self-booked Appointments. The Other
40% Of Your Appointments Should Come From Lead Nurturing
And Follow-up.

WAIT SMS 1 - Email 1 - WAIT SMS 2 - WAIT SMS 2 Cont.

Next Day 0.02
4 Minutes Day 1 Day 1 @ 2:15PM Day 2 - Day 2
Minutes

WAIT SMS 4 - Email 3 - WAIT SMS 3 - Email 2 - WAIT

1 Day Day 4 Day 4 22 Hours Day 3 Day 3 22 Hours

Email 4 - SMS 5 - WAIT Email 5 - WAIT Email 6 - SMS 6 -

Day 5 Day 5 1 Day Day 6 1 Day Day 7 Day 7

Remove
from
Current SMS 9 - WAIT SMS 8 - WAIT SMS 7 - WAIT
Workflow Day 15 72 Hours Day 12 71 Hours Day 9 46 Hours

Manual Follow Engage & Vet

Up + Automation Your Leads
 Lead Nurturing & Follow-Up
These elements are essential for the success of your advertising campaigns and can mean the
difference between losing money on ads and achieving a 3X return on investment.
Automated Follow Up
Remember, once you have your funnel dialed in, only about 60% of all the appointments booked
will be self-booked appointments. The other 40% of your appointments should come from lead
nurturing and follow up.

Lacking the proper systems, the right communication cadence, or effective copywriting, you risk
missing numerous potential appointments. These elements are essential for the success of your
advertising campaigns and can mean the difference between losing money on ads and
achieving a 3X return on investment.

Most of the time, companies maybe have 5 to 7 basic messages that they put together when
they first started and haven’t touched since.

The nurturing and follow-up strategies we're going to discuss have been refined by our team
and thousands of our clients over the past few years. It is as perfect as we can get it.

Follow Up Cadence
The primary goal of your follow-up cadence is to achieve engagement. We define 'engagement'
as a response from someone to your outreach efforts.

If the person doesn’t answer your text, respond to your email, pick up the phone, then there will
be no way for you to further qualify them and to book them in your calendar.

This is where most follow-up cadences fail.

The timing of your follow-up with a prospect who has expressed interest in your offer is a critical
factor in successfully initiating engagement.

We’ve developed hundreds of variations of the follow-up cadence and have implemented these
variations over many industries.

What we've found most intriguing is that human tendencies are just that — inherently human.
Contrary to what one might assume, our data shows that varying follow-up cadences do not
necessarily yield different levels of success across industries. Generally, people respond
according to predictable patterns.

When you set up your cadence, you will want to have as many different touch points as
possible. We recommend communicating on all platforms, including email, SMS, phone, call,
voicemails, direct messages, etc..

While engagement cadences are relatively the same for most people, one notable difference
lies in the platforms where they are most likely to be reached.
One person may have their phone on do not disturb, which doesn’t allow any text messages or
phone calls to come through. But they have their email application pulled up while they are
working and get notifications for every email. For this person, email would be the platform that
you are most likely to reach them on.

Another person may not ever check their email, but instantly pick up their phone when they get
an alert for a text message. For this person, SMS would be the platform that you were most
likely to reach them on.

It never hurts to send too many messages if done the correct way.

Here is our recommended cadence:

Manual Outreach

Now that you have established your cadence and understand the questions to ask, it's time to
execute.

Follow-up will consistently be a headache if you do not have someone dedicated to nurturing
and manually following up with your leads.
Business owners don’t have time. They are busy running the business. Most sales reps are
terrible at follow-up.

To truly get the most out of the leads that you have spent your hard-earned money on, you will
want someone (a human) who specializes in the lead nurturing process.

Some companies mistakenly attempt to automate their entire follow-up process. While the idea
of using automation and artificial intelligence might seem appealing in theory, it's not the most
effective approach if you aim to maximize the number of appointments. Don’t fall for this trap.

You should have a healthy mix of automations and human interaction. The more human
interaction you have, the higher your conversion rates will be. You can leverage automations the
right way so you can increase efficiency without sacrificing conversion rates.

Paired with the right automations, a human who specializes in the lead nurturing process, will
increase your booking rates, increase your show up rates, and increase your close rates.

We refer to this role as an Inbound Appointment Setter. Their primary responsibility is to follow
up with all leads generated by marketing, qualify these leads, and schedule a sales
appointment.

By having a specialist dedicated to front-end lead nurturing, you will observe improvements in
the overall efficiency of your marketing and sales processes.

Case Study Example

One of our clients, who owns a roofing company, mentioned to us that he experienced 27%
increase in sales just from dialing in his follow up.

HIs office and sales staff were overwhelmed, unable to consistently engage with potential
clients. He had multiple people per week that would call into the office saying, “You gave me an
estimate 4 months ago and I am ready to move forward.”

He knew that for every homeowner who reached out, several others might have turned to
competitors.

Within 30 after we wrote his follow up messages and settin up the proper follow up cadences for
him, he told us that his team’s close rate increase by 20% and saw a 27% increase in revenue.
Automations
To set your Inbound Appointment Setters up for success, you will want to use a marketing and
sales CRM that keeps everything organized.

This marketing and sales CRM is often different from a CRM that you may use for your
operations, fulfillment, client records, etc.

There are many marketing and sales CRM’s out there.

The main things to look for are the ability for automations, notifications, emailing, calling, SMS
messaging, social media platform connections, pipelines, and lead organization.

Once you choose a marketing and sales CRM, you will then want to set up automations that
make your nurturing and follow up process as efficient as possible.

Here are some automations to begin with:

● Lead Is Generated → Wait 5.3 Minutes → Send Sms #1 & Email #1 → Wait 0.01
Minutes → Send Sms #2
● Lead Is Generated → Notify Appointment Setter → Setter Manually Calls Within 5
Minutes
● Read Response To A Message → Notify Appointment Setter To Respond Asap
● Lead Self-Books An Appointment → Notify Appointment Setter To Call & Confirm

After you have your marketing and sales CRM and automation set up, you will now want to set
clear expectations for your Inbound Appointment Setter.

Below is a daily checklist for the Inbound Appointment Setter, arranged in order of importance
and aligned with best practices to maximize conversion rates:

Setter Daily Checklist:

Check-in with the Supervisor and start the shift.
Call All New Leads (Inbound) Within 5 Minutes.
Engaged Leads.
Respond to all leads that have responded to follow-up messages.
Power Dialer Activities:
Dialer #1: Appointment Confirmations
Dialer #2: No Show Workflow
Dialer #3: Stale Engaged Reactivation
Dialer #4: New Leads | Not Engaged
Dialer #5: Expired Leads | Reactivation
Engage First, Qualify, Then Book

Engage Your Leads

Now that you have the correct follow up cadence, the next thing you want to focus on is the
verbiage that is used in the messages themselves.

What goes into the messages and the manual follow-up scripts?

Most companies use verbiage that repels the prospect away from responding.

Here are a few bad examples:

“Hey, Steve! Please let us know how we can help you. Click here if you want to book a
time”

“Hey Bruce! Please answer the following questions: Are you the business owner? How
much money are you making per month?”

You rather want to work with human conversion tendencies, and not against it. Again,
remember, the number one goal is to first get them to engage.

Here are a few examples of messages that are designed for the prospect to engage:

“Hey Mr. Stark, just saw your info come through. So how long have you been
experiencing back pain?”

“Hey Pepper, saw you just entered in for $800 off your wedding package. How long have
you been engaged?”

Vet Your Leads

Once the prospect has responded, you will then begin to vet and qualify for the prospect. The
last thing that you want is to book a meeting with someone who isn’t qualified for your service.

There are three main platforms that you can communicate with your prospects. A phone call,
through SMS message or direct message, or through email.

The most prominent will be phone calls and SMS/direct messages.

Keep the number of questions to a minimum, as engagement tends to drop off after four
questions. Therefore, it's important to determine your top four criteria that will qualify someone
for your services.
These are the four criteria that most companies will use:
● Fit
○ You want to make sure that this prospect is a good fit for your company.
○ What type of business do you have?
● Need
○ Find out if the person truly needs your service.
● Desire
○ Find out if the prospect has a desire to solve their need now.
● Able
○ Is the prospect financially able to work with you?
○ What goal do you have for your business this year? Where are you trying to get
to?
○ How far are you away from that goal now?
○ What have you invested in to solve this problem in the past?
6 Solving The Show Problem

Two Main Reasons Why People Don’t Show:

?
They Choose To Do They Totally
Something Else Forgot

Factors Of A Tactical
Show Problem Strategies

Weak Offer Auto Reminders

No Value Confirmation System
No Emphasis On Timing 3-4 Day Booking Window
Lack Of Confidence Application Questions
No Longer Interested Tie Down
 Solving The Show Rate Problem
No-shows can be devastating to any sales process. At the end of the day, you need more
conversations (with the right people) to close more deals and scale the company.
No Shows

No shows can be devastating to any sales process.

There are only so many opportunities and time slots throughout the day (acceptable meeting
hours) to meet with a prospect.

And if you're spending all this time and money on marketing and lead generation, you want to
take as many calls from the appointments you’ve booked as possible.

At the end of the day, you need more conversations (with the right people) to close more deals
and scale the company.

If you’ve done all the work to generate the lead, get them to book an appointment, and you or
your sales team are seeing person after person no-show, then you are leaving a ton of money
on the table.

Let’s look at two scenarios:

ABC business:
● 5 sales calls per day
● 25 scheduled calls per week
● 100 scheduled calls per month
● Sells a $2,000 thing
● Close rate is 20%

Let’s look at monthly numbers and do some math at 30% and 70% show rate.

Scenario #1 Scenario #2

Calls scheduled: 100 Calls scheduled: 100

Show Rate: 30% Show Rate: 70%

Calls Shown: 30 Calls Shown: 70

Close Rate: 20% Close Rate: 20%

Calls Closed: 6 Calls Closed: 14

Revenue: $12,000 Revenue: $28,000

Just by improving one number (the show rate) ABC Business will bring 133% more revenue.

That is the power of solving the show rate problem.

There are two main reasons why people no-show:

1. They totally forget.
2. They choose to do something else.

The Challenge of Forgetting

In our fast-paced world, it's easy for appointments to slip through the cracks. People live busy
lives, and without an effective reminder system, an appointment can easily be forgotten.

If you have implemented a reminder system through emails, text messages, or phone calls, you
can significantly reduce the likelihood of someone forgetting their appointment.

We will get to an exact auto reminder sequence we’ve found to work the best later in the tactical
strategies section.

The issue of forgetting the appointment is the easier thing to solve.

Let’s now move onto a more complex problem - the prospect choosing to do something else
rather than attending your call.

Prioritizing the Appointment

Time is the most valuable asset we have.

To get someone to give you their time, they need to believe the perceived value of the call
exceeds the loss of time.

It’s your job to sell them (and continue to sell them) on why the call is more valuable than
whatever else they could be doing.

If you can get someone to believe this, you will not have a problem with people showing up to
your calls.
Other Factors
The main factors that lead to a low show-up rate are often hard to define.

Here are a few factors to look at:

● Your offer is weak or not competitive.
● The perceived value of the call was not effectively conveyed in your marketing and sales
communications.
● You did not identify the benefit of why right now is the time they should solve the
problem.
● There is a lack of confidence that you can deliver the result.
● They are no longer interested in your offer or have moved forward with a competitor.

These factors are more difficult to pinpoint and something that will require proper testing and
take time to fix.

But the good news is that human behavior is predictable, and once you understand what causes
people to make the decision to commit, these strategies can be implemented in most
businesses.

Case Study Example

An older client in the coaching space reached back out to us a few years after we built them
their lead generation and sales systems.

They mentioned when we built everything and spent time with them to dial it in, their show up
rate was around 70% - which is great. Most companies sit at 50% or below.

Fast forward a year, they went from $10k per month to $300k per month and somewhere along
that the way their show rate dropped to 30%.

When they reached back out to us for help, they were double booking time slots because their
sales reps were barley speaking to people. Two of their top sales reps left because of the show
problem. But mind you they were still at $300k per month. If they couple just get people on the
sales call, they were golden.

We audited their processes and found that their marketing manager stopped implementing our
show rate strategies little by little. They hired us to get them back on track.

They did not have the proper reminder cadence, the right copy in their messaging after
someone booked, and there was no clear reason to convince the lead that the appointment is
more important than anything else they could choose to do.
After a few weeks, they saw thier show rate back to north of 70%.

From 22% to 70% - that is and increase of 218%.

Imagine what that did to their revenue…

Tactical Strategies
There are a few tactical strategies that you can implement immediately to see a lift in your
show-up rates.

1. Auto Reminders
a. Confirmation Email + Text
b. 48 Hour Reminder Email + Text
c. Day Before Reminder Call
d. 2 Hour Reminder Email + Text

2. Confirmation System
a. Text - “Reply back ‘Yes’ to confirm your appointment”
b. Email - “Tap the button below to confirm your appointment”

3. 3-4 Day Window

a. Do not allow a prospect to book a call more than 4 days in advance.

4. Application Question

a.

5. Setter Tie Down

Okay great! That's all the questions I have, and I have you booked for [DATE
AND TIME]

I am going to pass this information to the growth consultant, they are going to
send a couple of reminders before the meeting so be on the lookout for that.

Oh and aside from a family emergency, do you mind letting us know if for
whatever reason you won't be able to make it to the meeting?

[WAIT FOR RESPONSE]

Cool! Aside from that, I hope you have a great day!

7 Optimize The Close Rate
Common Obstacles
Of A Closed Deal

The Buying Checklist Problem

Desire
Belief
Potential Impact
Mechanism Buy In
Problem Desire Belief Money
Partner/Spouse

Call Structure
Pre-Call Ritual Delivery
Rapport Commitment
Framing The Call Onboarding
The Discovery Investment
The Pitch Handling Objections

Four Most Common Objections

Uncertainty
Financial
Logistical
Partner/Spouse
 Optimize Your Close Rate
How do you consistently and predictably close at a high rate? Fair warning: closing cold traffic is
much more difficult than closing someone from a referral or word of mouth.
Alright, so you’ve done all the hard work to generate the lead, get them to book an appointment
with you or your team, and get them to show up.

So how do you consistently and predictably close at a high rate?

Fair warning, closing cold traffic is a lot more difficult than closing someone from a referral or
word of mouth.

They have no idea who you are and are extremely skeptical. You will no longer be able to rely
on your reputation and personality to close deals. You now need closing skills.

Good things is, we’ve been through most of the courses, read all the (worth reading) books,
hired most of the gurus and have boiled everything down to what actually worked for us and
many of our clients.

Let’s first start with what it takes to get someone to close.

The Buying Checklist

For someone to successfully close a deal, several key factors must align. First and foremost,
they need to have a problem. This problem forms the basis of their need for a solution.
However, having a problem isn’t enough. They must also possess a strong desire to solve this
problem, and not just at any time, but right now. This sense of urgency is what drives them to
seek a solution actively.

But it's not just about the problem and the desire to solve it. The person must also have trust in
you. They need to believe that you, specifically, can solve their problem. This trust is crucial;
without it, even the most desperate need for a solution won't lead to a closed deal. Trust
establishes the foundation for a successful transaction.

Beyond trust, they need to be convinced that your solution is the best option for them. It’s not
just about being a solution but being the right solution for their current situation. This belief is
what sets your solution apart from alternatives they might be considering. It’s about positioning
your solution as the ideal fit for their unique needs and circumstances.

Lastly, affordability plays a significant role. No matter how perfect the solution is, if they can’t
afford it, the deal won’t close. The solution must be within their financial reach. This doesn’t
necessarily mean being the cheapest option; it means providing value that they deem worth the
cost.
In summary, closing a deal hinges on a combination of need, urgency, trust, perceived
suitability, and affordability. When all these elements come together, you create a scenario
where closing becomes not just a possibility, but a likelihood.

Here it is in summary:

For someone to close:

● They have a problem.
● They have the desire to solve their problem now.
● They trust you can solve their problem.
● They believe that your solution is the best solution (for their current situation) to solve
their problem.
● They can afford your solution.

And even more drilled down…

Summarized
● Problem.
● Desire and ability to solve that problem…now.
● Belief that your solution is the best fit.

Common Limiting Beliefs

One of the most popular topics of sales is objection handling. But what if I told you there was a
way to increase the likelihood that you have an objectionless sales call?

In theory, that sounds good. But in reality, it happens in a small percentage of sales.

However, that shouldn't deter you from attempting to create an objectionless sales call.

There are seven common misbeliefs that create objections. And if we know what those
misbeliefs are, we can address those in the sales call before they become objections.

1. Problem
The cornerstone of any sales conversation is the problem – the current challenge that the
prospect is facing. Without a clear understanding and acknowledgment of this problem, there's
no foundation for a deal. It's essential to dive deep into the prospect's pain points, ensuring that
both you and the prospect have a mutual understanding of the challenge at hand. Remember,
no problem means no deal. Your solution is only as valuable as the problem it solves.

2. Desire
Once the problem is identified, the next step is to gauge the prospect's desire to solve it. This
desire is the driving force behind their decision-making process. It's not enough for the prospect
to acknowledge the problem; they must also have a strong, compelling desire to resolve it. Your
role is to help them visualize the benefits of solving this problem and the positive transformation
it will bring.

3. Belief
Belief is a powerful motivator. The prospect must believe that their problem can be solved – and
more importantly, that it can be solved by you. This belief is nurtured by demonstrating your
expertise, understanding of their specific situation, and the success stories of your past clients.
Building this belief involves not just presenting facts but also connecting on an emotional level,
making the prospect feel heard and understood.

4. Potential Impact
An often-overlooked aspect is the potential impact of doing nothing. It's vital to discuss with the
prospect what the future might look like if the problem remains unsolved. This conversation can
often highlight the urgency and necessity of the solution you’re offering. Make them realize the
cost of inaction, not just in tangible losses but also in missed opportunities and potential growth.

5. Mechanism Buy-In
The prospect must believe that your specific mechanism for solving their problem is the best
solution for them in their current situation. This involves demonstrating why your solution is
clearly superior to your competition and different from what they have tried in the past. Here,
differentiation is key – showing how your approach is uniquely tailored to their needs and is
capable of guiding them towards their desired transformation.

6. Money
Financial feasibility is a practical barrier that must be addressed. The prospect must have the
ability to afford your solution. However, this is not just about the price tag; it's about the value
they perceive in your offering. If they see the true value and ROI of your solution, the cost
becomes a secondary consideration. Be prepared to discuss flexible payment options or
illustrate the long-term financial benefits of your solution.

7. Partner/Spouse
Finally, many prospects require the support or approval of a partner or spouse before making a
decision. This aspect is particularly important in B2C scenarios or in small businesses where
financial decisions are often collaborative. It’s important to acknowledge this dynamic early in
the conversation and, if possible, involve the partner or spouse in the discussion to address any
concerns they might have.

Here they are consolidated down to a bullet list:

1. Problem
a. The current challenge they are facing.
i. No problem, no deal.
2. Desire
a. Desire to solve the problem.
3. Belief
a. Must believe that their problem can be solved.
4. Potential Impact
a. The impact of doing nothing to solve their problem.
5. Mechanism Buy-In
a. Must believe that your mechanism to solve the problem is the best solution for
them in their current situation to reach their transformation.
i. Clearly superior to your competition and different from what they have
tried in the past.
6. Money
a. The ability to afford your solution.
7. Partner/Spouse
a. Needing support to make a decision.
Call Structure
We’ve gone through dozens of interactions trying to find the perfect sales call structure.
Internally, we record over 7,200 sales calls per year. We’ve also consulted with the majority of
our clients on their sales call structure. So that number can easily be 100x'ed.

I say that because the sales call structure is a product of years of testing, thousands of data
points, and is responsible for well over $100M in cash collected.

You may need to make a few tweaks to this call structure for your business, but this is pretty
dang close to what it should look like.

This is the exact sales call structure we and most of our clients use:

Pre-Call Ritual

Effective sales calls begin with meticulous preparation. Before initiating the conversation, ensure
the prospect has confirmed their attendance, is prequalified, and has engaged with your
content. This preparation sets the stage for a meaningful interaction.

In a quiet, distraction-free room, gather all necessary tools: the prospect's information, your
worksheet, a pen, and your CRM system for note-taking. This is about being physically and
mentally prepared, ready to engage fully with the prospect. Punctuality is crucial – it shows
respect for the prospect's time and sets a tone of professionalism.

Rapport

Rapport is the first step in transforming a formal conversation into a genuine connection. Begin
with a friendly introduction – a simple "Hey, is this [First Name]? How are you doing today?" can
open the dialogue comfortably.

Asking about their location or similar light topics can help establish common ground. However,
don't spend too much time here and don't be overly dramatic.

Chances are the prospect has been on sales calls before and most people feel that this stage is
a waste of time and fake.
Example:

Hey, is this [first name]?

Hey, this is YOUR NAME. How are you doing today?

Awesome!

Where are you calling from?

Great well, hey! Do you mind if we just jump right into things?

Framing the Call

Now, guide your prospect through what to expect in the call. This clarity sets a roadmap for the
conversation, ensuring no room for lingering doubts. Explain that you'll be delving into their
current situation, understanding their goals, and aligning these with what you offer.

Assure them that by the end of the call, not only will they have a clear picture of potential
solutions, but they'll also be fully informed about the pricing and next steps. This transparency is
key in building trust and managing expectations.

Example:

Okay cool, so I just want to walk you through how things normally go.

I’m going to ask you a handful of questions.

We’re trying to get a better understanding of you, your current situation, and where
you’re trying to go.

Then from there, I should have enough information to guide you in the right direction and
what I would recommend.

Then, we’ll kind of talk about what it is that we do, how we do it and open it up to any
questions you have.

At the end of the call, we are going to talk about price and how to move forward.

Does that sound good? (Wait for another “yes”.)

The Discovery

The discovery phase is where the true depth of the conversation unfolds. This is where about
50% of the conversation will land. This is where you will get all of your information that you will
use later in the call to customize the sales call to the prospect.

Here is your chance to dive deep into the prospect's world – understanding their challenges,
aspirations, and the nuances of their situation.

Tailor your questions to uncover not just the surface-level pain points but the underlying issues
they may not even be aware of. This is also the stage where you subtly weave in elements of
social proof and authority – hinting at your expertise and the value you've provided to others,
piquing their curiosity and building credibility without over-selling.

This is where you will address the common misbeliefs that can turn into objections.

● Problem / Current State

● Need to get super clear on what the problem is.
● What have they tried in the past?
● Ultimately, our goal is to understand what they have tried in the past to
address this specific challenge, why those attempts were unsuccessful,
and what aspects they liked or disliked. With this information, we can then
position our solution as precisely what they need.
● Understand the full scope of the situation and the problem.
● Determine why the problem is a problem.
● Aim to associate specific numbers with the problem for quantifiable
understanding.
● Be adaptable to the conversation's flow, as responses may not follow a strict
order.
● Desire / Future State
● Clarity on what they want with numbers. The reason why and what that would do
for them.
● Belief
● Not in the form of questions.
● Throughout the discovery process, drop little hints of social proof and authority
statements that piques their curiosity.
● Mention that you will discuss that later.
● Example:
● If they mention that they have tried working with a VA from Upwork
with poor results, we would say: “Yeah, we tried that too and it
didn’t work. We’ve placed over 300 appointment setters and know
the ins and outs of what works and doesn’t work...but we will go
over that here in a little bit.”
● Potential Impact
 ● What is the cost of not doing anything.
● Mechanism Buy-In
● Eliminate DIY objections and get them to acknowledge that they can’t figure it out
themselves. Looking for the “they don’t know how” and want to leverage a proven
system to get there faster while wasting less resources.
● Money
● Are they willing to allocate resources to fix the pain.
● Partner / Spouse
● For a partner, this is done early in the call - as soon as you hear the word “we”,
you should dig more into that. For a spouse, best time is when it organically
comes up. Goal is to see if they have a partner or spouse and if they are
supportive or need to be on the call.
● Logistics
● What timeframe are they looking at to solve their pain? How quickly are they
looking to fix the problem?

Pro tips:
● Do not move forward until you have everything you need.
● It may not all happen in order. Responses to questions might come out of sequence.
Just go with the flow of the conversation
● This will take practice.

Example of how to start the discovery phase:

Okay cool, so I guess the best place to start is… tell me a little bit about your business
and what you guys have going on.

Here are some examples of discovery questions:

Background

B2B Examples

● What are you selling?

● Different levels?
● Who’s your target market? Perfect client?
● How are you currently doing XYZ?
● ***Try to get the to the number***

B2C Examples
 ● Tell me a little bit about you.
● How long have you been diabetic?
● Do you have family members with type 2 diabetes?
● Do you remember life before type 2 diabetes?
● What are you currently using/doing now to treat your diabetes?
● What’s your A1C?
● What meds are you taking?
● Have you had any hospitalization or surgeries?

Problem

● What’s your biggest challenge right now?

● What’s not working?
● How long has this been going on for?
● What are you currently doing to try and solve this problem?
● How is that working?

Consequences of The Problem

● How long has this been a problem?

● What have you tried in the past?
● Two scenarios
● Tried everything
● Tried nothing
● Tried everything
● Gotcha, so can I ask you a personal question?....so you
tried all those things….what is keeping you going? Why
are you still searching for a solution?
● Tried Nothing
● So why is this important now?
● What if nothing changes in the next 6 months to a year?
● Have you thought about what would happen if you didn’t
figure this out?

Desire

B2B Example

● What’s your target (revenue/appointments per week/month)

● What’s your ideal business look like?
● So when you think about a business that no longer has <pain> and
instead you have <what they want> - what number sticks out to you that
you want to be pulling in NET each month consistently?
● Why that number? What does that change for you exactly?
 ● Why not stay where you are?
● What are the non-monetary, personal goals you hope to achieve through
your business?
● How quickly are you looking to get there?

B2C Example

● What’s your target (goal / weight / etc)

● What’s your ideal ____ look like?
● Why that number? What does that change for you exactly?
● Why not stay where you are?

After getting the important reasons why, if their goal is too small you may have to
stretch it. First, try expanding on their vision (some people are just trying to be
overly-realistic):

● So if you got to ____, would you just stop there, or what’s next?
● Ok then, well what’s the goal, ultimately? — Then go back into
probing questions… (what would that mean for you, etc)

Mechanism Buy-In

● So if (isolated challenge) is the biggest thing stopping you from getting to

(need payoff / goal)… what’s been keeping you from figuring that out on
your own?
● Gotcha, so just to get further clarity here, typically what I’ve found is there
is 1 or 2 reasons why a client reaches out:
● It’s either 1) there’s a “knowledge gap” in other words, they don’t
know what they don’t know because they’ve never done it.
● Or 2) they know they could probably figure it out… but like any
real entrepreneur they want to leverage a proven system to get
there faster so that they don’t waste as much time and money
trying to figure it out on their own…
● Which one (if not both) of those do you feel like you fall
into?
● Gotcha - and why do you say that?

Partner / Spouse
 Business Partner Questions:

● How does the leadership structure of your company work?

● Are you guys 50/50?
● What roles do you guys have? Who is responsible for what?
● So earlier you said the biggest challenge is ____, who is responsible for
that? — if it’s not the person you’re speaking with, immediately
reschedule.
● Are you guys on the same page that this is the biggest challenge in your
business?
● What does he/she think about it? — if they're not on the same
page, reschedule.
● Does your partner know about us (the company)?
● Does your partner know you’re on this call?
● (Optional) What would your partner think if he/she knew?
● Would <partner name> be working with us on this project too? Or would it
just be you?
● *** Great segway into scheduling with the partner.
● Do they trust you to make decisions in solving this problem?

Spouse Questions:

● What does your spouse think about this? (referencing the client's current
situation)
● Are they supportive of you trying to fix ____?
● Do they also know it’s a problem? Are you guys on the same page?
● Are they involved in your business? What do they do?
● Do they know about us (the company)?
● Do they know you’re on this call?
● What would they think if they knew?
● Let’s just pretend for a second you would move forward with something
like this… would you need their permission to move forward? — If you get
a maybe… reschedule.

Money

B2B Example

● So what’s your goal? What are you trying to get to?

● Okay, so how far are you away from that?
● How much revenue is the business bringing in?
● Is that gross or net?
● Gotcha. What is that after expenses?
● How much do you leave in the business vs pay yourself?
● And then after taxes that’s…?
 ● Gotcha, and do you use that just to support yourself or do you
have a family as well?
● (Dig into rather he/she has a spouse who supports the
household income)
● So, based on what you pay yourself… how much is left over after
your monthly expenses for you to put away and save?
● Can I ask you an honest question? Are you satisfied with that?

B2C Example

● How much are you spending out of pocket per month on medications, doc
visits, etc.?
● Gotcha...do you mind if I ask a personal question?.....what are you
currently bringing in per month at your job?
● Gotcha, do you have any other income?
● Gotcha, and do you use that just to support yourself or do you have a
family as well?

Acknowledge Fit & Get Permission

After gathering all the necessary information, transition smoothly into discussing your service or
product. Asking the prospect for permission to proceed shows respect and gives them a sense
of control, which can increase their receptiveness to your solution.

Example:

Look, so I feel like we’ve covered a lot of ground here. That is all the questions I have…
so as far as questions, is there anything else that you feel like we haven’t covered that I
need to know?

[prospect response]

Okay cool, well it definitely seems like we can help.

Based on what you told me previously, I think you’d be a good fit for [service program
name].

Is it okay with you if I kind of go over what we do and how we can help?
The Pitch

Your pitch should blend your unique solutions with the prospect's specific pains, goals, and
desires. Ensure that each part of your pitch resonates with the prospect's situation.

Develop your own proprietary method to help them achieve their result. Try to break it down into
3-5 concepts.

Name each concept and explain it as it relates to the prospect's pains, goals, desires, fears, etc.

This section should take no more than 10 minutes. Most people’s attention span is about 7
minutes, and that stretches it.

Stop after each concept and ask engaging questions to make sure they are on the same page
and there is buy-in. Be on the lookout for one-answer questions. Some people may not really be
paying attention and this will come back to bite you in the butt when you drop the price. They
will not completely grasp what you do and you will most likely get a “I need to think about it”
objection. Use stories, visuals, and anecdotes to break up the monotony and make your pitch
engaging.

Example:

Ok - let me preface this by saying that the majority of what we do is very customized
because we work with so many clients.

What we do here is…..

Stage 1

Does that make sense?

Do you see how that works?

…..

Stage 2

Does that make sense?

Do you see how that works?

…..
 Stage 3

Does that make sense?

Do you see how that works?

Delivery

Detail every aspect of how your product or service will be delivered. This clarity helps the
prospect visualize what it looks like for them to get your product or service. Be sure to answer
any questions before you move forward.

Examples:

● You get access to an in depth training platform

● We will set up an implementation call
● Weekly coaching calls
● 1-to-1 access to our team
● List out any other deliverables

Commitment

At this stage, seek their commitment, ensuring they are fully aligned with your process.

This is an opportunity for you to pull out any objections that they have before you drop the price.

If they are not aligned with your process, there is really no reason for you to move forward. Give
them an offer to work with you, and share your price.

Here’s a great way to do this:

Okay cool...so I know we just covered A LOT here.

I want to make sure that you feel like this is what you are looking for.

What’s really important to us is ALIGNMENT.

When you come in and work with us, we’re rolling up the sleeves and getting in the
trenches with you on this thing.
 I mean, our team is ALL IN - so it’s really important to us that you feel GOOD about the
process, you know what I mean?

–THEY RESPOND–

So price aside, on a scale of 1-10, like 10 being the highest, how comfortable do you
feel with the whole process? Do you feel like this is what you’re looking for?

(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 being a 10?

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

Onboarding
After securing commitment, answering any questions, and getting as many objections out of the
way as possible, explain the onboarding process, detailing what happens post-payment.

Present the investment confidently as a step towards achieving their goals. This part of the call
should be concise and clear.

Example:

So you’ll process the investment with me… once we take care of that

We will send over a 5-7 question onboarding form. This takes about 2 minutes to fill out.

Our client success manager is going to personally reach out to you within 24 hours to
make sure you have access to everything and schedule your onboarding call.

You will get immediate access to all previous coaching calls and will be eligible to join
the weekly calls immediately.

We are going to be there for you every step of the way checking in to make sure you are
on the correct path.

We will be there for you if you have any questions while you set up everything

Does that sound good?

Investment
Before you give them the price be sure that they are certain that this is what they are looking for
and are on the same page with your solution to their problem. If they are not sold, try to find
what their objection is before you give them the price.

The best way we found to drop the price is to recap what you've discussed at a high level, use a
price anchor and then drop the price.

Let’s quickly define what a price anchor is: A price anchor is something that you mentioned
previously to uncover your original price that is higher than the price of your service.

You see this all the time on commercials when they mention an item is $500 but today you can
get it for $100.

If you've ever shopped for TVs, you've experienced price anchors. There are normally three
levels of TVs. The top level is where the most expensive TVs live and are normally around
$3000 - $5,000. The store doesn't really plan to sell too many TVs at that level.

The bottom level is where the very cheap TVs live and are normally around $200 to $300. The
store doesn't intend to sell too many of those either.

The TVs that they do want to sell are in the middle and are normally around $800. When you're
shopping for a new TV, the $800 TV looks like a great value compared to the $3000 - $5,000
TV.

Take your spouse to the store with you and tell them you have been eyeing one of the $3000 -
$5,000 TVs. Chances are they will mention you don’t need that much of a TV and recommend
the $800 TV which is the one you wanted all along.

That’s the power of price anchoring.

So in summary, when dropping the price:

Recap > Price anchor > Price drop

Example:

So to get you to [high-level outcome], we are going to help you by our [service program
name] which includes [recap].

And most companies would charge you X for something like this.

But to help you with [main pain] it’s just [your price]
Handling Objections
Objections are not the end but an encore, an opportunity to address any lingering concerns.
Use the insights gained from the discovery phase to respond empathetically and assertively.
Each objection handled well is a chance to reinforce their decision to choose you.

Understanding Common Biases in Prospects

Prospects often come to sales calls with preconceived biases, influenced by a range of
psychological factors. Recognizing these biases is the first step in navigating through them.

1. Ambiguity Bias: Prospects are naturally inclined to follow the path of least resistance.
They prefer simple, predictable options over complex ones. It's vital, therefore, to keep
the sales call and pitch straightforward. Complexity can trigger objections; simplicity
eases the decision-making process.

2. Illusory Truth Effect: Repetition can lead to belief, even in the absence of truth.
Prospects may harbor misconceptions that need to be gently corrected. Creating a
mindset shift in the prospect is often necessary to align their understanding with reality.

3. Sunk-Cost Fallacy: Humans have a tendency to continue investing in failing ventures

due to the resources already spent. Highlighting the consequences of not addressing
their pain points can help prospects break free from this fallacy.

4. Status Quo and Safety Biases: Change is often resisted due to a preference for safety
and familiarity. Buyers are more alert to potential dangers than benefits, making it
essential to reassure and guide them through the perceived risks.

5. Cognitive Dissonance: This occurs when new information conflicts with existing beliefs.
Prospects might resist ideas that challenge their previous decisions. Addressing this
requires carefully “poking holes” in their past approaches and gently guiding them
towards new perspectives.

Objection Handling Framework

Arguing with prospects over their objections is seldom effective. Instead, leverage a more
empathetic and guiding approach. Recognize that objections are often emotional rather than
logical.

● Psychological Reactance: Understand that objections are not personal rejections but
emotional responses. Rather than arguing, use the brain's pattern recognition capability
to guide prospects gently towards a solution.

● The ARC Method: This involves Acknowledging the prospect's concern, Replying by
repeating their concerns to show understanding, and Coaching them through a mindset
 shift. Utilize analogies and stories to facilitate this shift. Prepare 1-3 stories or analogies
for each type of objection.

The Four Most Common Objections

In an effectively conducted call, you're likely to encounter four primary objections:

1. Uncertainty: Address this objection before discussing price. Ensure the prospect is
confident about the process, the offer, you, and their decision. Revisit parts of your
service to reinforce their confidence.

2. Financial: Financial objections often surface after revealing the price. Remind the
prospect of their earlier certainty about needing your service to achieve their desired
outcome. If the issue is genuinely financial, explore flexible payment options or
lower-cost entry points.

3. Logistical: Legitimate logistical objections are challenging to overcome. These are often
tied to external factors beyond the prospect's immediate control, like budget cycles or
pending transactions. In such cases, schedule follow-up conversations.

4. Partner/Spouse: Ideally, this should be clarified during the discovery phase. If a partner
or spouse objection arises, revisit earlier conversations to ensure no other hidden
objections. Encourage the prospect to envision a scenario where their partner/spouse is
supportive, and discuss how they would proceed.
GROW FASTER

20% of all businesses fail within their first year.

And only half of businesses make it to year 5.

Let that sink in.

HALF.

It makes you wonder… why?

How can so many incredibly driven people work so hard to build a business - only to watch it fall
apart?

There are tons of reasons why businesses fail, but in the end, it really boils down to just one
thing.

Poor cash flow.

And poor cash flow comes from a lack of new business.

The companies that are successful were able to accurately figure out how to bring in new clients
in enough time before they operated in the red.

I’m sure those businesses that failed could have figured it out if they only had enough time.

Let’s get real…

No issue in your business couldn’t be resolved if you simply had more time.

Time is, hands down, the MOST VALUABLE asset you have.

And once you figure out how to get MORE of it - you’ll grow faster than you could ever imagine.

So, that begs the question…

How do you get more time?

Well, you can’t.

But you can buy information - which is the next most valuable asset you can have.
Because when you invest in information, such as consultants that can show you the right way to
do things, you can SPEED UP the learning curve to get to where you want to go - FASTER.

It's really a simple concept…

But where do you start?

First, you need to find someone legit.

Because there’s nothing worse than working with someone who simply doesn’t know what
they’re talking about.

So before buying anything from any of those “experts” out there, ask these questions…

● Does this person or business have a proven track record of helping people like myself
get to the place I want to go?
● Do they have proof of their process or verifiable stats around their successes?
● Are they being 100% transparent about their systems, processes, and testimonials so
that I can make an informed decision?

We strive to be a pillar of excellence for all of our clients - and we’re confident that if they were
asked these questions, their answers would be a resounding ‘Yes.’

But - we aren’t perfect.

Conversionly is a massive team comprised of normal people.

And because we’re human, sometimes we make mistakes.

Sometimes, just like with any other business, our employees don't exemplify excellence.

But our team is made of the hardest workers we’ve ever met.

And they don’t quit.

They never give up.

And they are always pushing to get our clients the best results possible.

And it’s with that conviction in my team that I’d like to make you an offer.

Because if you’re still reading this - it’s obvious that you have grit and determination - and you’ll
do whatever it takes to get your business across the finish line.
You’re exactly the type of person we work with.

Everyone else who dropped off within the first 10 pages of this book wouldn’t have what it takes
to reach the levels of success our team drives for.

So - here’s my offer to YOU…

I would like to partner with you to scale your business to generate an extra 6 to 7 figures.

Now, I already know you can do this on your own - over time - because you’ve got the
determination to make it happen.

But we’d like to help you do it FASTER.

We’d like to help you turn that 5-year goal into a 90-day target.

Remove the unknowns, the bumps in the road, and every other obstacle out of the way.

I’d like build the exact marketing and sales system that more than 1,200+ others have used -
and requires absolutely zero technical or marketing know-how to implement.

All so that you can get back your most valuable resource…

Time.

Full disclosure, though, we are only taking on new partners that…

…want a stable income so that you never have to worry about paying rent or keeping the lights
on.

…want financial freedom so that you can spend your time doing what you love without ever
having to check your bank account.

…want to be more than just someone who works in the business that they own, but a true
OWNER who can operate their business WITHOUT needing to be there every waking moment.

…are willing to put in the work at the beginning and be willing to take on a huge influx of clients.

…want to become a top 1% earner within 2 years.

…are willing to invest in their company’s growth.

If that sounds like you, keep reading.

After working with more than 1,200 service-based business owners, I can truthfully tell you that
our “Lead to Close” system produces unparalleled results.

Results like…

Kevin, who owns a flooring company, was struggling to find potential clients in his community
willing to pay high-ticket prices for top-quality flooring. We helped him find the right people, and
within 30 days, he generated an extra 80k in rev.

And Barry, an owner of a finance company that siad within the first three weeks the investment
with Conversionly yielded more results than his previous attempts trying to work with
experts…COMBINED.

Or even Jonathan, who was starting from scratch with a brand new marketing agency. We
helped him go from 0-30k in less than 90 days.

And we’re able to produce results like these using the exact frameworks we’ve outlined above.

The difference is we hire the…

…Marketing strategist
…Copywriters
…Media buyers
…Graphic designers
...Video editors
…Funnel designers
…Systems engineers
…Conversion rate experts

…and have them implement the strategies that ACTUALLY work so you don’t have to waste
tens or hundreds of thousands of dollars on talent and strategies that may or not work.

Every single new partner that we bring on board gets paired with their own Marketing Strategist
that is a full-time employee here at Conversionly.

Their job is to help you implement the “Lead to Close” engine and fine-tune it to meet your exact
market needs.

This dedicated support, paired with our proven frameworks, is exactly how we’ve produced
countless success stories (which you can review on our website if you’re ever curious).

The bottom line is this…

If you’re trying to grow your business, and you feel stuck or you feel like you're growing slower
than you’d like…

Let us help you get unstuck - and put you on the fast track to success.

We will take care of everything…

…Ads
…Copy
…Funnels
…Targeting
…Audiences
…Images
…Videos
…Tech & Automation

And at the end of the day, it’s ALL YOURS and owned by you.

Everything you need to start getting new sales consistently within just 90 days.

And that, my friend, is my offer to you.

If you want in, schedule your call using the link below.
[Link]

Looking forward to the next steps.

We believe in you.

Justin