§ 01 · The Hook
The bait, then the rug-pull.
Two thousand funnels. Forty-eight industries. Thirty million dollars of analyzed sales data. The opening frame front-loads those credentials as a frame, not a flex: what follows is not theory, and the problem it diagnoses is that most businesses are trying to fix the wrong stage.
Where the time goes.
00:00 – 03:31
01 · Intro: you have a marketing problem, not a sales problem
Credentials established, core argument stated: everyone thinks they have a close rate problem; almost always the real issue is upstream of the call.
03:31 – 11:40
02 · Stage 1 -- Traffic: the master metric is lead-to-close rate
Broken funnel vs. healthy funnel comparison with real numbers. Stop tracking cost per lead. Three trust thresholds every lead must cross before buying.
11:40 – 13:58
03 · Ad-to-page congruence: the ad made a promise
Four elements that must match from ad to page: outcome, audience, tone, offer. Any mismatch causes immediate bounce.
13:58 – 17:21
04 · Stage 2 -- VSL Page: five sections, one job
Why VSL beats webinar, challenge, DM, and low-ticket funnels. The five page sections. Headline formula: outcome + who + objection handled.
17:21 – 22:01
05 · The VSL video: six-section structure and the application
Hook-Mechanism-Credibility-Solution-Results-CTA. Three required application questions and why they matter for filtering and pre-call personalization.
22:01 – 32:20
06 · Stage 3 -- Pre-Call Sequence: thank-you page and three messages
The thank-you page is peak engagement, not a receipt. Three-message sequence: confirm immediately, personalized case study 24h before, human-touch day-of. Show rate math: 65% to 81% equals $30K in profit.
32:20 – 50:41
07 · Stage 4 -- Sales Call: four elements in 85% of one-call closes
All decision makers on call. Diagnostic before prescription (five questions). Cost of inaction at three urgency levels. ROI math before price. Vibe selling vs. documented scripts.
50:41 – 53:25
08 · Stage 5 -- The complete healthy system
Benchmarks: 1-6% lead-to-close, 80%+ show rate, 25-40% close rate. Without system: 18 clients/month. With system: 61 clients/month at 10 calls/day.
Visual structure at a glance.
Named ideas worth stealing.
02:20
model
Five-Stage Funnel Machine
- Traffic
- VSL Page
- Pre-Call Sequence
- Sales Call
- Revenue
Every stage has trackable numbers; fixing the wrong stage wastes money and time.
Steal for Mapping any service business funnel and identifying which stage is the actual bottleneck
06:06
model
Three Trust Thresholds
- Enough trust to book
- Enough trust to show up
- Enough trust to buy
Closing requires building trust at all three levels; most businesses only work on the third.
Steal for Diagnosing why leads book but do not show, or show but do not close
23:10
concept
Headline Formula
Name the outcome + name exactly who it is for + handle the main objection upfront in the same line.
Steal for VSL page headlines, ad copy, email subject lines for any high-ticket offer
25:00
list
VSL Six-Section Structure
- Hook
- Mechanism (why what they are doing is not working)
- Credibility
- Solution (mechanism first, deliverable second)
- Client results
- CTA
Marketing does 85% of the selling; the video is the workhorse of the whole system.
Steal for Any video sales letter, webinar, or long-form pitch video
27:59
list
Three Required Application Questions
- Where they are right now
- What their biggest constraint is in their own words
- What success looks like to them
These questions filter unqualified leads AND generate personalization data for pre-call messages.
Steal for Any booking funnel application form
47:27
model
Cost of Inaction -- Three Urgency Levels
- Level 1: the problem
- Level 2: business consequence in 90 days
- Level 3: personal emotional consequence
Deals close when the prospect personally feels the cost of staying where they are.
Steal for Any sales call close sequence for B2B or coaching offers
Lines you could clip.
01:05
"A sales team can take a good marketing system and make it great, but it can't take a crappy marketing system and make it good."
08:10
"Most closers are trying to close trust they've never built."
24:09
"Marketing does 85% of the selling. The call is just confirmation."
39:55
"From 65% to 81% show rate -- you're adding pretty much $30,000 in profit hitting your bottom line. For three little messages."
49:30
"Vibe selling: script lives in your head, 40% close rate one week, 15% the next. Cost per acquisition is a guess, not a number."
Things they pointed at.
44:03book$100M Offers by Alex Hormozi
44:57productHiros (ad attribution software)
How they asked for the click.
03:31
product
"go down below and book a revenue diagnostic system call where I can look at everything and give you feedback on what I would change"
Introduced early at 3:31 and repeated at the end. Free diagnostic gates entry to paid done-for-you service -- fully consistent with the funnel philosophy taught throughout.
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor analogy story
00:00HOOKI built over 2,000 sales funnels across 48 different industries. I've analyzed over $30,000,000 in sales for our own company to find out exactly what's working and what's not in the marketplace.
00:10HOOKAnd that's exactly what I'm gonna show you in this video here. And this isn't some high level video where I show you like, oh, here are the seven steps you need to do to be successful. I'm gonna walk you through step by step the main stages of a marketing and sales system and the biggest changes that you can make to start printing money from yours today.
00:28HOOKNow let me get this out of the way because this is the elephant in the room. I speak with hundreds of business owners every single month, and everybody thinks that they have a close rate problem. They think that their setters are bad.
00:43HOOKThey themselves need to get good at sales. And in my opinion, that's almost always the wrong diagnosis. You see, what we've learned after analyzing thousands of these funnels is the thing that determines whether you have a scalable and profitable marketing system is almost never the sales team.
00:59HOOKA sales team can take a good marketing system and make it great, but it can't really take a crappy marketing system and make it good. You know, even some of my good friends that run offers where they place sales people for other companies, the vast majority of the time, they spend the majority of their time together actually improving their marketing process before they even place a salesperson.
01:18HOOKBecause you can't just have a superstar salesperson run your entire organization. That's key man risk, um, and it's not scalable.
01:25HOOKInstead, you want a marketing system that makes the average salesperson look like a superstar. So almost always, everything that determines how much money you make and how well your closers close has to do with everything before the call, upstream of the call. For example, uh, your lead quality,
01:41HOOKyour show rates, these are all big big numbers that you can pull with levers to really quickly get out larger return on ad spend or make more money every single month. And what I see a lot of times when people come to me on calls is they say, hey.
01:53HOOKI need to get a better closer. I need to fix my sales scripts. But even if you did all of that, very likely, you're still gonna have the same numbers that you're having right now.
02:01HOOKAnd instead, you need to focus all your time and energy on getting the right qualified people showing up on that sales call to make it so that anybody can close those deals. And that's what we're gonna cover in this video here. I'm gonna be walking this through step by step, stage by stage with real numbers for you.
02:15HOOKOkay? So what are the main stages of a good profitable marketing and sales system? The first is gonna be traffic.
02:21HOOKSo this is where you're getting your people from in the first place. Paid, organic, referrals, outreach, they all have pros and cons.
02:28HOOKThe next is gonna be a video sales letter page. Now I know some of you watching this, you might run, I don't know, cold email directly to a call. You might have webinars.
02:36HOOKYou might have challenges. You might do low ticket funnels, uh, DM ads. There's a million different ways to do it.
02:40HOOKI'm gonna walk through a little bit why I think the video sales page is the best for 99% of businesses, the pros and cons with it. But even if you're not planning on running that stick with me until the end because you're gonna learn a bunch about the other elements that still make any marketing system profitable,
02:56HOOKThen there's the pre call sequence. So we really are shooting for an 80% plus show rate on qualified appointments, and you only need three messages to do that.
03:03HOOKI'm gonna show you here a little bit. Then there's the sales call. We all know about the sales call, but how do you run it correctly so that the pitch feels inevitable?
03:12HOOKIt doesn't feel like kind of awkward. And on top of that, how do we what are the four things that we learned in the last couple of weeks after analyzing over 16,000 sales calls that lead to a one call close 80% of the time?
03:24HOOKAlright? I'm gonna show you that when we get to that section. And then, of course, the thing we all love, revenue.
03:28HOOKCTARight? Predictable, repeatable, scalable revenue. And before I go any further, if you do want us to audit your numbers and look at your marketing and sales process for free, you can go down below and book a revenue diagnostic system call where I can look at everything
03:40CTAand give you feedback on what I would change and what I wouldn't change. And then if it makes sense, I'll show you what it would be like for us to do it for you. So let's start with stage one, which is going to be traffic.
03:49CTASo this is where your leads come from and which source do they come from actually matters more than a lot of people think. Now the first and most important thing I want you to take from this section, especially if you're running paid ads, is please, please, please stop tracking cost per lead. The vast majority of time when I'm working with people and they're trying to scale ads,
04:07they're always saying, well, this one has the lowest cost per lead or this one has the lowest cost per call. Or they're saying, man, I could scale this to the moon if I could get my closures to to close these deals because my cost per lead is so low. Not knowing that their optimization for cost per lead is the very reason why they'll never be able to scale it to the moon.
04:25So for me, the most important metric that encapsulates your entire marketing and sales process is going to be your lead to close rate. So let me give you two examples here.
04:34Right? So this is gonna be a broken funnel. A lot of our clients' funnels look like this when they first come to us.
04:38They generate a 100 leads from content or referrals or paid ads. About 15 of those leads book.
04:45Out of those 15, only three are truly qualified. One of them shows, and you might get one close over the next two to four weeks. Now a healthier funnel is gonna generate a 100 leads, but 30 of them are actually going to book.
04:5820 out of that 30 are actually gonna be qualified. You're gonna have 16 of them show up, and you're gonna get six closes. Okay?
05:04So this is a big, big difference in the funnel, and fixing this is gonna be the biggest determining factor if you can scale your marketing system or not. And I'm gonna kinda show you where a couple of these leaks are happening. So if you only get, let's say, 15 out of a 100 leads that are actually booking a call, then you could have a targeting ad or page structure problem.
05:22If you only have three out of the 15 people that are actually qualified, then you have application questions that aren't filtering out the wrong people. If you only have one people person show out of three, then you probably have a poor or no pre call sequence. And if you have zero closes or maybe just one close out of those three sales calls, then very likely you have the sales structure wrong or you're attracting the wrong leads from the very beginning.
05:46And a lot of people don't realize this, but there's a trust gap that has to happen. And there's three main trust gaps that happen to convince somebody to go from, I don't know who you are to here, take my money. And the first one, the first threshold, the gap that they have to jump is enough trust to book the actual call.
06:03So remember, you're not trying to get this person to buy your stuff as soon as they see your ad in the first place. You're trying to get them to take the first jump, which is I'm gonna book a call to speak with you. Now this is ironically enough a relatively low bar compared to the other two bars I'm gonna talk about here.
06:17All you need is kind of mild curiosity in what you're selling, um, and you wanna be able to filter out the wrong people very, very early on. Now just because you can get a lot of bookings by doing low curiosity doesn't mean that the marketing system is working. Because the next threshold we wanna cover is you wanna have enough trust for this person to actually show up to the call.
06:35People are shocked. I'll never forget we hosted a mastermind recently in Miami, and I had a client who is crushing it with us. Came to us doing, like, 50 to $60,000 a month doing course launches and did a million dollars, uh, first twelve months working with us, changing it to mastermind and high tier coaching.
06:51But she's from Norway. And it was really funny because we spent an entire section talking about how to increase show rates. In the very beginning, she raised her hand.
06:58She said, I don't understand. What do you mean increase show rates? I was like, well, you know, when people book a call, sometimes they don't show up.
07:03And she said, people in The United States book calls and don't show up to them? And the entire room laughed because in Norway, I guess a if you book a call, you are showing up a 100% of the time.
07:13Right? Where for in The United States, you know, when a lot of clients come to us, it's not uncommon, especially in pay ads paid ads to have a 30%, 40%, 50% show rate, which just hurts your heart. Right?
07:23And what you'd understand, a lot of people think, oh, they booked. I won them over. Let's get on the sales call.
07:28But you'd know that every single person has about 50 different things vying for their attention at any given time. And it's not just, oh, let me send this calendar confirmation out, let me just send this one message, and they're gonna confirm it. And then, okay.
07:39Great. They're gonna show up, and that's gonna be the reason they show. No.
07:42No. No. You have to really sell them on why this call is gonna be worth their time.
07:47And the final threshold, the final gap that they jump over is they have to have enough trust to be able to buy from you. Okay? So they they believe that you understand their problem better than even they do, and this is not something you just get to cover on the actual sales call.
07:59Ironically enough, this third and final trust gap actually has to do with the entire marketing and sales system in one. And what I've experienced is most closers are trying to close trusts that they've never built. So they're trying to get on the call, and they're trying to tell these people buy this money and handle all these objections when they've never made sure that they systematically covered these three levels of trust before they actually got on the call.
08:23So now let's talk about traffic sources real quick. Okay? So there's really three different traffic sources when you're scaling.
08:28The first is gonna be paid ads. And the benefit of paid ads is that it's the highest volume way to get leads. And a lot of the time, the problem isn't ads.
08:37A lot of people say, I tried paid ads and it doesn't work out. And then when I look at their marketing or sales system, it's either one, they never ever uploaded another winning ad creative after they had one, and they just turned it on and kept on letting it run for six to eight months, and then it eventually died out. Or two, they're optimizing for cost per leader, cost per call.
08:54So they're just focusing Facebook saying, hey. You're getting this really low cost per lead on this one ad here. And so they're really scaling up with the volume on that one ad, not realizing that they're getting more and more unqualified people.
09:05They're training the Facebook pixel to give them more and more unqualified people. And, of course, then when they spend more money, they're getting even more unqualified people. So the problem here is not ads.
09:15Ads actually are just gonna exemplify whatever you already have working. The problem is that you're not attracting the right people. You're not optimizing for your lead to close, which I'll talk about here in a second.
09:25So the next is gonna be next traffic source is gonna be contents. Now I'm specifically gonna talk about long form contents like a YouTube channel.
09:33Do not get me wrong. We close a bunch of deals for my Instagram and short form content all the time. But you have to understand that there is plenty of studies, and I have plenty of videos out there that show that a viewer on YouTube is worth way more than a viewer on a short form platform.
09:47Right? Because, for example, uh, on YouTube, 90% of people that make over a $100,000 a year use YouTube every day. On Instagram, it's less than 70%.
09:56Your content on YouTube is 10 times longer than Instagram, etcetera, etcetera. So Instagram's really good for getting top of funnel brand awareness. But when you're talking about an actual traffic source that you can systematically
10:07rely on to bring you people that are gonna be paying $10.20, $3,050,000 dollars, it's gonna be YouTube almost every single time because they know they like they trust you. They've watched two, three, four, five videos with you.
10:17They consume hours of content. My sales team knows that whenever we see somebody come from YouTube, it's not gonna be a lay down deal, but it's gonna be pretty darn close to that. Okay?
10:24And then, of course, there's word-of-mouth or referrals. This is always gonna be your highest close rates, and these are great. Okay?
10:31The trust is fully transferred from a current client you had or a past client to this person here. And, obviously, they've had a good experience, so they send you over, and they almost always close. One call close.
10:41No questions. No objections. This is amazing.
10:44The problem is that this is highly unpredictable. It's a supplement, not a strategy.
10:48So you don't wanna base your entire marketing system on this, which a lot of people do, and then they wonder why some months are feast and other ones are famines. So remember, the colder the lead, right, so the less somebody knows you, the more trust building your funnel and your marketing system has to do before the actual sales call.
11:04Now let's talk about what I see as one of the biggest leaks when it comes to paid traffic, which I know a lot of you guys are running. And that is your ad has made a promise. So a lot of people are optimizing for high click through rates, and so they're trying to create the best ads in the world.
11:19They're making all these amazing ads. And then they go from the ad to the actual sales page, and immediately something kind of, like, throws this person off. Right?
11:28Either it takes too long for the page to load or what they saw in the ad is not what they saw in the on the page or even the theme and the vibe and and the energy of the ad is different from the page. Any of this stuff, any kind of confusion or lack of clarity
11:42is gonna have this prospect be like, woah. Woah. I don't know if I trust this page or not.
11:45Let me hop out of it. Okay? So I'll give you a quick example.
11:48Let's say in the ad, you run some kind of fitness business and you say, hey. You're gonna lose 20 pounds in the next ninety days. And as soon as they land on the page, the headline up top says, transform your life with our proven system.
12:00Now could those both be part of the same system? Absolutely. It's the same concept,
12:06but they're different words. And so their brain is thinking like, oh, this isn't not what I thought it was gonna be, and I'm gonna get out of here. They're looking for a reason to think that you're scamming them, you're lying to them, this isn't what they want, etcetera, etcetera.
12:16So as soon as you give them that one reason, they're out of there. K? So instead, when you say lose, uh, 20 pounds in ninety days, your actual headline on your page says lose 20 pounds in ninety days without giving up the foods you love.
12:26Boom. It's the same promise we gave on the ad word for word, except for now the VSL page is gonna do more selling for you, which is exactly the difference between an ad and an actual sales page. And now they're more bought in, and they're actually gonna watch the video.
12:39And, of course, in the first couple of sections of the video, you wanna say the exact same thing as the headline says and as the ad says. And that congruency is really what increases the conversion rate from click to close.
12:50Okay? So the four main things that's every ad need to have every ad needs to have when it's coming to a page is number one, you need to have the same outcome. So whatever you're saying in the ad, whatever promise you're making, if you're saying a guarantee in the ad, it needs to be a guarantee on the sales page.
13:05If you're saying, um, a certain type of headline or a specific type of word, it needs to be the same thing on the sales page. The second thing is the audience. So if you're saying in the ad, hey.
13:15Attention males, uh, between the ages of 25 and 55, You need to have a preheader on the sales page that says males between the ages of 25 and 55 or 35, 55. I forgot what I just said. But any mismatch there kinda breaks the spell and gets them out of it.
13:28But third is gonna be the tone. Don't have a funny silly ad a and really serious video sales letter page, or don't have a really serious ad and a very funny video sales letter page. Don't have a really dark ad or really light page.
13:39Don't have a really light page and really dark ad. All of these things, you want it to be a lot of congruency so they're in your world.
13:46They've entered it. This is we're dabbling a little bit into branding a little bit, but you want these associations, um, so that they trust you more and more.
13:52And then, of course, the actual offer. Now this is really, really critical, and this is something a lot of people overlook when it comes to ads.
14:01What you say in the ad is gonna determine how high your conversion rate is for your bookings and your closes. For example, if you say watch this free training in the ad and you don't say and then book a call, you're gonna have a lot of people watching free trainings and not booking calls. Right?
14:15So you're gonna optimize for cost per lead, get really low cost per lead. That's gonna let Facebook and Meta know this is working. It's sending you more and more of these people.
14:21You're getting hundreds and hundreds of leads and almost no bookings. Okay? So instead, we always wanna explain almost the full process.
14:27So watch the free training, and if it makes sense, book a a demo after you're done watching the training. I'll give you an example. We just had a client enroll with us.
14:34I had a call with him. He's actually a pretty famous guy in Australia in the fitness world, and he was thinking that his close rates and his setters were the problem. Because he's getting all these low cost per leads,
14:46people coming into his funnel, but nobody was booking. And the people that were booking, they were having to chase him down for five, six, seven times to finally get them to close. And so they think it's a salesperson problem.
14:55They think it's a setting problem, etcetera, etcetera. When I looked at the ads and when I looked at the funnel, I found this out on the call with him, on that first call, on the sales call. I showed him what the issue was.
15:05The issue was all of the marketing messaging, all of the language was around
15:11apply for this free diagnostic. So they were asking all these questions about fitness and personal training, and this person thought it was a quiz. And so when they were done with the quiz, well, there was no context that they were supposed to book a call to speak with them afterwards.
15:23Even though they had this pretty sales page after the quiz was done, this person just came here for the quiz and results of the quiz. And so on the next page, they just bounced. So they had, I think, uh, I think it was, like, an 8% application
15:34to booking rate, which is horrendous. For context, we have almost a 100% application to booking rate. Right?
15:40So they had an eight percent one, and so they're having to chase all these leads down. So all we did immediately when we started working with them was just make subtle changes in the ads and in the sales page that says, get your free, uh, quiz results and book a call to go over it with somebody. And now all of a sudden, his, uh, lead to booking rate's gonna skyrocket because there's that expectation beforehand.
15:59So make sure whatever you want them to do, don't say free, free, free, free, free, and then wonder why people are getting on the call upset that you're making an offer. So don't be afraid to use them both together. Okay?
16:09And congruence isn't a a design rule. So you're not just be like, oh, it looks nice when things are, like, feel like they're together. Uh, when there's congruency between the ad and the sales page, people will stay on the page, which is gonna be a huge determining factor of whether they book or not.
16:24Okay? Let's get into stage two now. So this is gonna be the video sales letter page.
16:28One page, you're gonna have a video sales letter directly embedded on it, an application at the very bottom. And this one page is gonna do more selling than your closers, than your ads, than, uh, you on stage somewhere and your content. This is what we like to call your terminal point.
16:44All roads lead to here. And so if you can get people to consume the content on this page, then your sales team's gonna have a way easier job closing these deals. So why a video sales letter funnel?
16:53I said I would address the elephant in the room, and let me just do that right now. So every funnel has a trade off. Okay?
16:59Video sales letter funnels are great, but they're not perfect. Right? So in my opinion, um, video sales letter funnels are the best one for almost every single business at almost every single stage.
17:08And I'm gonna kinda go through why. Okay. So number one, it's lowest friction for both sides.
17:13So this can't be overstated. Right? You have one page, one video, one form.
17:18There's no webinar. You don't have to film a two hour video. You don't have an email sequence.
17:21You don't have to do challenges. Don't have 15 conversations in the DMs. The prospect sees an ad, watches the video, qualifies themselves, and books all in one click, all in one visit.
17:30Okay? And for you so that's the nice thing about the prospect, very low friction. For you, it's also very low friction to set up.
17:36You know, we do this for our clients, but it doesn't take a whole lot of time, energy, and effort to get a video sales letter page up and running, where to make sure that you have the right DM sequence, to make sure you have the perfect webinar, to make sure you have an amazing challenge leading up to the challenge. You gotta have a low ticket funnel.
17:49You gotta have the product page, the the order bumps, the one time offer, the down sell, all that stuff. And all these things are really good. And by the way, I've done all of these funnels.
17:57Every single one of them I've tried at least one time, and I always come back to the video sales funnel because of these reasons here. Number two, at the very start of your business or let's say you're between $10,000 a month to $50,000 a month, almost always your constraint is calls, not close rate. I talked about this a little bit earlier, but you wanna be careful being so obsessed with close rate all the time because you really just wanna get on as many calls as humanly possible.
18:20Okay? So don't be like, oh, I don't like getting on calls with people from ads because they close at 15%, and my organic closes at 50%.
18:28Well, we already talked about the difference in the trust levels. And, of course, organic close at at 50%, but organic's way harder to scale.
18:35It's not as much of a volume play as ads are. So make sure you work on the ads and be okay with the lower close rates even if you're taking more calls because you're gonna be essentially making more money. Right?
18:45So your funnel is optimized for getting more the most qualified calls in your calendar, not for making sure that every call you take is a 100% of a close rates. Right? And then number three, the video does the selling before the call.
18:57Okay? So every other funnel type will typically send you, like, a big one I see right now two of the biggest ones that I see in the marketplace right now, I guess three of them. Number one, instant formats.
19:06Number two, follower ads. Number three, direct messaging ads. The issue with all that stuff is it's once again optimizing for cost per lead.
19:13Oh my god. If I tell you, I'm getting $2 messages. I'm getting $3 messages.
19:17Okay. Great. Like, you're just essentially
19:20you're saving money on the front end to pay for it later on in the back end. Instead, I'd be willing to pay $20.30 dollars for a qualified lead
19:28that showed up and was actually gonna close on the call that I had to do virtually no work for. Okay? So
19:34video sales letters, especially if you can get a really well built video sales letter itself, like the video itself, that can have a huge determining factor on whether people close. Because why do people close from your content? Because they've watched you a lot on videos.
19:47What does a video sales letter do? It lets people watch you on a video. So that's another big, big win for video sales letters.
19:53And then this was just a little bonus here. But in my personal experience, the vast majority of my clients
20:00and people that I see in the industry that are doing anywhere from $10,000 a month to a $100,000 a month to 1,000,002 million to 3,000,000 to 5,000,000 to $8,000,000 a month. I even have some clients doing $15,000,000 a month.
20:11All of them, every single time, have at least one video sales letter funnel. Okay? That's the only one that I see that every one of them has.
20:18Now some of them might also be running low ticket funnels or webinar funnels or challenge funnels, but almost all of them at one time still have a video sales letter, uh, running. Okay? Now let's talk about the actual page itself.
20:29So now that I've hopefully sold you on why I think video sales letter funnels are the best, let's talk about, uh, what your video sales letter funnel should actually look like. There's five main sections in a video sales letter letter funnel. The first is going to be the headline.
20:41Okay? This names who it's for, um, and it disqualifies the wrong people immediately. The second is gonna be the embedded video.
20:48So this is anywhere from three to thirty minutes. And I'm not I'm gonna go into a little bit later what the video should say, but, essentially, we're trying to warm them up and disqualify the wrong people. Three is gonna be social proof and authority.
20:58So you want client results, testimonials, recognizable names so that immediately you're getting trust transferred into your funnel and people are more willing to book and show up.
21:07Who it's for? So we like to specifically call out this is for you if you're these types of people. Because remember, told you, most people will close if they feel like you know their problem better than they know it themselves.
21:18So if you're speaking their language and saying this is for the person who is this this, they are this type of person, this father, you know, a father of four kids that used to be incredibly in shape, was an athlete in high school, but now is providing for his family all the time he doesn't get to workouts and only has twenty minutes every single day.
21:35Right? If if that was you, if you were a father of four kids that had that, you'd be like, this person I've never even said it out loud, but this person gets me. And that's really what that who it's for section's for, And then the application form.
21:45Right? This is the money section. This is where we're gonna add qualifying questions and figure out should this person even be on your calendar or not.
21:51Okay? Now the most important line in the entire page is gonna be the line at the very top, and it's gonna be your headline. And this its job is to make the right person feel like the page was built for them and make the wrong person leave.
22:02Okay? That's all all you wanna do. Now most headlines do neither.
22:06They are too afraid to disqualify people, um, and they're too scared to attract the right people because they think they'll disqualify the wrong people. And they also keep it super generic and broad. And they wonder why as soon as people enter the page, they bounce the majority of the time.
22:19So let me give you some examples. Most people write generic vanilla headlines like this. Transform your life with our proven system.
22:26Written for everyone. No one identifies with it. And the wrong people book because it's like, oh, okay.
22:31Like, I wanna transform my life. Right? And the right people just scroll right past.
22:35Like, I'm I'm not interested in that. Now what specificity looks like, what winning headlines look like is something like this.
22:41Lose 20 pounds in ninety days without giving up the food you love for busy men 35. Or from burnt out to locked in, the system high performing men use to win at business and at home. Or scale your Shopify store from $500,000
22:54to 5,000,000 without burning your ad budget on guesswork. That specificity is gonna be the difference in whether people will consume the rest of your page or not.
23:02And remember, this should be the same thing that it says on the actual ad itself. So what is the formula? Name the outcome they want.
23:08So almost always that's leading it. Lose 20 pounds in ninety days. Scale your Shopify store.
23:13Right? Name exactly who it's for. Okay?
23:15Busy man 35 plus. Your Shopify store is already doing 500. And then handle the main objection upfront without giving up x or even if you y.
23:25Right? Because that's immediately when people are coming from an ad or you're constantly laying on the page, the first thing you're gonna think is, that sounds great, but I would I couldn't that's not possible because of this thing here.
23:34Right? So remember, they're always looking for the eject button. They're always looking to get off of your page.
23:39And if you can handle that by handling these objections, by showing social proof, you've earned a couple more seconds on that page. And every couple more seconds, sax on the other to get more people to be qualified and actually book a call. Now let's talk about the video itself because, uh, marketing, I think, should be doing, like, 85% of the selling.
23:57Okay? And your salesperson is really more of a confirmation. And I know a lot of people think, like, it's easy to say, oh, my salespeople are, like, cashiers, and I'm not discrediting the work of a salesperson.
24:07I think sales is incredibly important. But like I said earlier, great salespeople can almost never fix a really crappy marketing system,
24:15but a really great marketing system can almost always still work with really crappy salespeople. So for me, marketing is always the most important thing. But I'm a marketing guy at heart, um, even though I've taken, like, a thousand sales calls, uh, so take it with a grain of salt.
24:28But I think that the video should have six main sections. Okay? So the one is gonna be the hook.
24:34Exact same thing I talked about before, Should be the same thing as the headline and the same thing that's inside of your ad. The second is gonna be the mechan mechanism. So why what they're doing isn't working.
24:43So this is not generic, but you need to say something like, hey. You're optimizing for cost per lead, not lead to close rate. And now they're like, oh, I am optimizing for cost per lead.
24:50That might be the problem that I'm at. So we wanna we wanna identify why what they're doing right now isn't working so they stay with us to figure out what they need to be doing instead.
24:59Then we add credibility. This is can't be more valuable than this, but you say stuff like, you know, we've closed $30,000,000 in deals, over 2,000 funnels built. We've worked with people like Jeremy Minor, Ali Abdullah, Kevin Harrington.
25:11So these are people that they might know in their industry. Maybe you say featured by and you have, you know, a CNBC or Fox News or anything else to add credibility that lets them know, like, okay. If other people trust them and I trust those people, then maybe I should trust this person.
25:25Right? And then you have the solution. So mechanism first, add deliverable second.
25:28So we install lead to close system. Now we run ads and build funnels. Okay?
25:33What it is, not what you do. Meaning that we always wanna be talking in benefits, not features. A lot of times I see people in their marketing process, they say, we're gonna build you this AI system.
25:44We're gonna build you this marketing funnel. We're gonna build you this thing and that. And sure.
25:47Okay. That's gonna be great, but the problem is you're not building a real offer. I'll give you a specific example for us.
25:53So we had an offer for a while that we closed quite a bit of clients into for, like, a done for you YouTube offer. I actually since shut it down because, just to be honest with you, I didn't really like that offer that much.
26:03We made money from it, but I don't know. It wasn't for me.
26:07So I ended up shutting it down. Was like a an arm inside the organization I tested. And but the thing with the YouTube videos was in the very beginning, we were saying, hey.
26:16Get you what we're do done for your YouTube videos? Done for your YouTube videos. We're gonna do great editing.
26:20We're gonna have a creative director, etcetera, etcetera. The problem was when they got on a call with us, we were charging a decent amount of money because we're doing so much work for them. But they were thinking, why would I pay you this money when I could go on Fiverr and get somebody to make a video for me for a $100?
26:32And this is what? 10 times that? I'm just gonna go to Fiverr.
26:35Right? And so you're on the back track. You're you're on the back foot when you're on the sales call trying to explain your value.
26:42Once we change the messaging from get YouTube videos to increase your lead to close rate or increase your trust to your prospects to make more money using YouTube, immediately, nobody was second guessing the cost of video because they saw it as an overall system that had benefits, not just you're making we're making YouTube videos for you.
26:59Right? And then client results, if you can add it inside of there, almost all my video sales letters always end with some kind of montage. Right?
27:06Could be a minute, three minutes, five minutes, seven minutes, but just clients hyping you up, testimonials, case studies, all of that stuff so that if they made it all the way to the end and they're still unsure, then hearing five, ten, fifteen, twenty, thirty, fifty people say how great it was to work with you can always send them over the line.
27:21And you have the call to action is at the end of everything. And I actually kind of I I stagger this throughout. So I might have a call to action halfway through the video, and I might have a call to action at the very end of it.
27:30Okay? So once we get the video down, the next main elephant that elephant. The next main element that you need to get in is the application.
27:38Okay? Now application almost always has name, email, phone number. That's an assumption you're already gonna have that.
27:43Otherwise, how do you talk to people? How do you book calls? But there's three more questions that I want you to have.
27:48Okay? Three things that you need to know to know if this person is worth it, uh, to get on a call with you or not. And I'll just say that I've seen a lot of applications, and it's almost always one of two things.
27:59Either somebody has an insane amount of application questions. I mean, you think this person was applying to Harvard to book a call to speak with them. Right?
28:0610 to 15 application questions. All of them are open, uh, answers, so they gotta type in paragraphs and paragraphs and paragraphs. Or on the other side, they say, name me my phone number and oh my god.
28:15My favorite one is, like, Calendly, uh, the a calendar booking software. The default, uh, thing is name me my phone number and anything I should know to prepare for this call.
28:24And, oh my god, I it's like one out of every five clients we get has that on there. And I'm like, what what do you think this person's gonna say? Like, that that you're giving them no context.
28:33What do you think we should know before this call? Aren't you gonna tell me what the call is about? Like, it's very confusing for the prospects.
28:39And so what you need is the obvious ones, contact information, but three more questions. So question number one is always where they're at right now. So you're trying to qualify their starting point.
28:49So for example, in business coaching, it could be something like, what's your current monthly revenue? In fitness, it could be what's your current weight or how long have you been trying? In men's coaching, where are you right now in the era you most want to improve, etcetera, etcetera.
29:00So you have to understand their beginning state because you can't create a gap on whether you can help them or not on the sales call if you don't know where they're starting. Right?
29:08And, also, you need to know let's say, for example, um, you're a fitness person. You help people lose, uh, 20 pounds in ninety days. Well, what if somebody's beginning state is they're already at, like, eight percent body fats?
29:19Well, losing 20 pounds either is gonna be really difficult to do or next to impossible in the next ninety days. And so that might not even be the most ideal person. Right?
29:27It's so funny to think like but they said that they could lose that, um, uh, they wanna lose that amount of weight. But that pain isn't really there compared to, let's say, somebody who is, uh, let like, I don't know, uh, 20 pounds overweight, thirty pounds overweight, they have a wedding coming up or something like that.
29:41Now that pain is real. Okay? And so you really always wanna get the current states, uh, to know if you can help this person or not.
29:48Second of all is, uh, you kinda want them to say what their biggest constraint is right now. And this is really important be in any offer, not just in an offer like mine, because you wanna know what have they tried in the past. You wanna know in their own words why they can't move forward.
30:01The the most important part about this question, why it's important that it's in their own words, is because you want them to admit that they know that they have a problem that they can't solve.
30:10If I I get on calls sometimes. I had a call last week where somebody was like, oh, I'm do I'm this, I'm this, this. My show rate's good.
30:17My close rate's good. And all the numbers were really good. And I was like, okay.
30:20Why don't you just memo money and ads? He's like, I guess I should. And then I was like, okay.
30:23Great. Well, come back to me when one of the numbers breaks, and then I I ended the call.
30:27Because he had no pain. He had no problem. He everything was working perfectly for him.
30:31So I'm not even gonna sit there and try to waste the call. We spoke for twenty minutes and I had him hop off. So it's nice to be able to have it in
30:38the application, be able to filter people who are like, oh, I don't have any problems. I'm good to go. They don't even take the call with that person.
30:43And then what does success look like? So you don't always have to have a question that's, like, open ended about, like, what would this look like if everything worked out well?
30:53But I have a lot of clients that are more in, like, the volume game where for us, you know, every call is worth 4 to $5,000 for us and and a revenue per call number.
31:03But some of my clients are worth, like, 400, $600, so you're playing a little bit of a velocity game. And so one of the things that you can do to help add more friction is you can ask them what would success look like to you. And how they answer that
31:16is gonna determine how you run that call. On top of that, how much context they give in that answer is also gonna let you know how qualified that lead is. Right?
31:24If someone says, how does success look like? And they say, I lost weight. That's okay.
31:28But now compared to somebody who says, what does success look like? When I'm walking when my
31:34bride or my fiance is walking down the aisle and they see me standing up there in shape, they start crying because I made this transformation for them for this special day. Which one of those do you think has a greater pain point and desire in order to get a closed deal?
31:47Right? So you don't have to have all these questions in here, but just know that adding more is gonna have you more friction, which gives you more qualified calls. You But don't wanna have so many that it prevents you from actually booking calls.
31:58Okay? So I think that's, um, all three of these mess all three of these questions can be really valuable, and they're gonna help feed some of the pre call messaging we're gonna talk about here in a little bit and the beginning of your actual sales call.
32:09So now that we've talked about the, uh, ad, the video sales letter page, the application, uh, and then they book, let's talk about what happens after they book. Now most people treat the thank you page, the page that comes up after somebody books a call, as a receipt.
32:22Just like, hey. Your call is on Tuesday at 3PM. We'll look to see you there.
32:26Put put it in your calendar. But you can understand that you've done so much time, energy, and effort to get this person to book this call. They are so excited.
32:33They see you as the potential solution to all of their problems, and so they're more engaged than at any other point in their funnel. So what you need to do is you need to ride
32:42this wave of excitement and engagement to get them to consume a little bit more from you. So these are a few things that we like to do. So number one, we confirm with zero confusion.
32:51So using a custom code, you can say, hey. Your time, uh, is gonna be at this time, on this date, in this time zone, and every thank you page would change based on what the person booked. The second thing is we have it so that we have, um, a button whenever somebody books a a call to speak with us in thank you page where they can click on it.
33:09It routes to the salesperson's phone number, and they it automatically pulls up the word yes, and they can click send. So And it automatically has the person to essentially confirm their call, which opens up the dialogue for the actual salesperson. Then the next thing we wanna do in this thank you page is we wanna set the frame for the call.
33:25This has been one of the best things I've ever done for our thank you page. And it's so funny to me because, you know, I always thought, okay. If you add too much stuff on the thank you page, no one's gonna read it.
33:34But if you add just these couple things here, it actually could be monumental for what people do on the sales call.
33:41So I'll give you an example on ours. We say, hey. On this call, we're gonna view your funnel, identify the leak, and then map you what we build.
33:48So come with these numbers, lifetime value, cost per lead, etcetera, etcetera. And since I put that on there, we've been getting on calls. And people are like, hey.
33:55I have all these numbers written down. You just want me to share my screen? And now it's like, guess what?
33:59Now I need to go deeper in these sales calls with these people, and I gotta describe the problem to them better than they've ever described it themselves, which is a prerequisite for them actually gonna be able to close with me. So I set that frame on the thank you page. And we give them one piece of content, not 10, not 15, not 20, not 30, not 50, but one major piece of content.
34:16For us, it's a playlist to our constraint call series where I get on calls with business owners on my YouTube, and I go through their biggest constraint, and I solve it live. So I'm showcasing them that I can do exactly what I'm gonna do for them on that sales call before they even get on the sales call itself. Okay?
34:32Um, and like I said, tell them what to prepare, uh, for the actual call. And this is where your kind of pre call sequence actually starts here. So the first message is always gonna reference what they saw here, and you can send them back to this page, um, throughout the precall journey to make sure they're as warmed up as possible.
34:47Now let's go to stage three, which is the precall sequence. No shows are not a sales problem.
34:53They're a fall, uh, they're a follow-up problem. This is where show rate is won or lost in that kind of I just booked a call to speak with you, and I show up in that call, that dead man's land. Um, don't just blame your sales team for not, uh, following up with them enough because, look, you can do automated and AI reminders if you want all you want.
35:09That's not gonna be the reason why somebody shows up to the call. So these three messages are gonna be the reason why you can get your show rate to 81%
35:17or plus. And over 16,000 sales calls that we've analyzed, this is what we figured out were the three most important messages so that people showed up and they, uh, were ready to buy. They weren't confused.
35:27They didn't fade interest, and everything else kinda feels robotic. So we're gonna cover each one of these main things, um, confusion, faded interest, and robotic,
35:35uh, in these three messages here. Okay? So message one is within two hours of booking, and you're gonna eliminate confusion.
35:41So this is like, hey. You just booked a call. Here is, uh, the information on it.
35:46Uh, you know, here is the time zone that you're in. Here's the link to the call, etcetera, etcetera. Very basic, but you just wanna say, here it is.
35:53You just booked this call immediately. Number two, twenty four hours before. This is one piece of content that's actually tied to what they wrote in their application.
36:00So this is big. This is big. This is using those questions that we put not just to filter out the bad people, but as fodder,
36:07meaning as food for us to be able to send the right personalized messages to them when we're leading up to the sales call.
36:14Because they told us that they have the wedding coming up. So what if we sent them a case study about somebody else who's the same weight, looks just like them, and they had a wedding coming up, and we had them lose a pounds before the wedding.
36:24How important would that be for that person, and how much would it change your mind about whether they should show up on the call or not? And then finally, I think day of the call, you should do kind of something personalized. Okay?
36:33So this is this could be a Loom video. This could be a voice note. This could be something this is really where a lot of people right now are really hot about the blue text thing.
36:43The reason why the blue text thing is so cool is because they think, wow. This must be a real person from the real phone, not just inside of a CRM or AI or something else. So people are still craving this person to person connection,
36:54and you can give it to them. You know? The way I explain it to my sales team is that I am not just
37:00judging you by your close rate. I think close rates is a cheap number to judge salespeople by. I'm judging you by your lead to close rate, your dollar per lead.
37:09If I give you a 100 applications and 90 of them book, well, how many of them do you get to the of those extra 10 do you get to actually book? And then of those people that did book, how many of them do you actually get to show up?
37:20Because if I give you this stuff and and you're, uh, doing whatever, you're getting a a 30% close rate, but only 50% of your people are booking and only 50% are showing up. And this person over here has a 10% close rate, but they have 80% of people booking and 80% of people showing up. The second person's gonna win every single time.
37:37Right? So that's why that lead to close rate metric, everything from when they click all the way to the close should be the biggest determining factor of whether you should scare scale this marketing system or not. Okay?
37:46I think the industry averages on on show rates is around 60%. And if you can get to 80%, that's a huge, huge gap in revenue that you're capturing going straight to your bottom line. And I think message number two is the one that nobody sends, and here's what it kinda looks like in practice.
38:01So it'd be something like, hey, Bob. You met you mentioned that your, you know, biggest challenge losing weights before your wedding is your biggest obstacle right now.
38:09Before tomorrow's call, we're gonna share how we approach that exact thing for someone at your stage. Boom. Case study for the person just like them.
38:16See you tomorrow at 03:30. Okay? Come on, guys.
38:19Don't tell me that if you send this to somebody, they wouldn't re watch that video and respond back to them. Okay? Because they're like, wow.
38:24This is exactly what my problem is, and maybe I'll learn something about how this person solved it as well. Okay? Personalization comes from the application, so you don't have any extra work there.
38:32They feel like you actually read what they wrote, so they feel like it's gonna be worth their time. And they think about you between the booking and the call, and so they show up on the actual sales call. And I kinda just wanna put numbers behind this because I think a lot of people sleep on the power of increasing show rate.
38:45So no system, the industry baseline, 60%. If you use basic Calendly appointment reminders, you can get to 65 or 70.
38:53A three message personalized sequence can get you to 75 to 85%. And then what we've seen after analyzing 16,000
39:00calls, what we use for our clients, we're averaging about 81% right now. So if you go from 65%, uh, show
39:07to 75% show, you add $20,000 in profit. If you go from 75% show to 81% show, you add $10,000 in profit. So from 65%
39:16to 81%, you're adding pretty much $30,000 in profit that's hitting your bottom line.
39:20Okay? $30,000 for three little messages.
39:23That's how important this stuff is. And once you set it up, you never have to worry about it again. Okay?
39:29Now let's talk about stage four, which is the sales call. So if the sales funnel did his job, then the sale is mostly already made. Okay?
39:35This is where you're kind of just diagnosing, you're confirming, and you're closing on the call. So I told you earlier I was gonna go through the four things that I saw that over 80% of our one call closes had in common.
39:46And so that way, can fuse it into your marketing and sales process. So number one, all decision makers on the call. This is obvious, but it's so funny because even me, sometimes when I'm taking sales calls, I forget to ask this question.
39:57But besides you, who else seems to be comfortable with this? If you ask it early and proactively, you're not handling last minute objections at the very end where they're like, I need to talk to my partner. I need to talk to my spouse.
40:06I gotta run it by my team. So if you can do this earlier on, then you can say, great. Why don't we get them on the call right now?
40:12Or great. I'm gonna I'm gonna give you enough information on this call, and then let's go ahead and schedule another call with all three of us or all four of us together so we can decide what the next step is gonna be.
40:22Can't make a do a one call close if the people that need there to be closed aren't on the call. Number two, diagnostic before prescription. So you wanna collect their numbers before you say a word about the solution.
40:33So for us, this is revenue, show rate, close rate, lead channels. If I'm getting on a call with somebody and they talk to me in two minutes and they say, yeah. I can't scale past $200,000
40:42a month. And I say, oh, your biggest problem is you need to run more ads. And they're just like, well, well, you don't even like, you don't know anything about me or my ads.
40:50How much are they gonna believe that I know the problem better than they do? Probably not a lot. Right?
40:53But if I spend fifteen, twenty minutes going deeper, okay. And what's your click through rate? What's your cost per click?
40:58How many ads are you testing and launching every single week? And what is your current show rate? What's your lead to booking rate?
41:04By the time I do all of that, and then I think for a couple of minutes, and then I say, this is what I think your main constraint is, don't you think they're gonna have a little bit more belief in what I'm saying? So that's why we found with all of our one call closes, we were able to make sure that we diagnose the problem correctly, which requires getting the actual numbers before we prescribe.
41:20The another and the next thing is cost of inaction. So you gotta add emotional stakes at this. I'm a very
41:27I won't say emotionless guy, but I'm very list logistical guy. Like, you know, I I try as much as possible to move emotions from thoughts because I feel like they can muddy things up.
41:37But ironically enough, most people are making decisions based on how they feel, based on what their emotions are. So if they're like, man, I I'm at a $100,000 a month, and I wanna get to $200,000 a month the next ninety days. But they're like, it would just be nice to do.
41:49They have no real pain or urgency or desire around it, um, then it's gonna be hard to close that person. Way, way harder than if someone's like, look, man. I I had a call the other day.
41:58The guy was doing about $45,000 a month, but he had, like, uh, $35,000 a month in overhead. Uh, and he's like, dude, I'm burning my savings right now.
42:06If I don't get this figured out in the next sixty days, I'm gonna have to go back to corporate America and get a nine to five job. And I'm I I'd do anything not to do that. Right?
42:13That person, wait years to close. When I get to the pitch and I'm like, hey. If you're still here
42:18and by the way, this is gonna keep you from having to go back to corporate America because we're gonna do these three to four things that you agreed on earlier. It's gonna be the biggest lever for your business. And then finally is the ROI math before the price.
42:29So this is definitely a little bit more on the business to business side. But if you're in the consumer side, you can do it too. But in the business to business side, if I'm saying like, hey.
42:37I'm gonna help you for example, you know, Hiros, which is an ad attribution software, uh, they always, like, guarantee return on investment because they help you track your ads better.
42:48And so they're able to show the numbers like, hey. You're spending a $100,000 a month in ads. You're probably not attributing at least 50% of it, so you might be wasting about $50,000 a month in ads.
42:57So if I can help you not only, uh, spend it on the right ads, but then you get a higher return on investment because you're only spending on the right ads, you might double triple, uh, the amount of money that you're making before. Right? So being able to show them that when it comes time to close is gonna make it easier for them to say yes.
43:10And sure. If you're in a fitness offer or like a men's coaching, this is more difficult to do. Don't get me wrong.
43:16I think you'd lean a little bit more on the emotional stakes on that, but still important for you to know. And let's talk about the diagnostic a little bit. We'll go a little bit deeper on this.
43:23So this is one of the most common sales mistakes I see. You jump to the solution before you understand the full picture.
43:29So this is what we ask in all of our sales scripts, and we build these for our clients as well. Understand where they're starting from. Right?
43:35So for business coaching, it could be a monthly number of clients or revenue. For, uh, fitness could be current weights. Uh, for men's coaching, where they are in the area they most wanna improve.
43:45Where are they at right now? We can't determine where they wanna go until we know exactly where they're at. Number two, what would solving this be worth to them?
43:51So not your price, their value. Okay? If they think that solving this would be worth a thousand dollars and you charge $3,000, you'll never close.
43:59If they think solving this is worth a thousand dollars and you charge $800, it's gonna be a hard close. If they think that solving this is worth $15,000
44:06and you charge $2,000, it's gonna be an easy close. Right?
44:08And that's why in $100,000,000 offers, Hormozi talks so much about the offers. Well, I guess, I should say, that's why Hormozi talks so much about offers, and he wrote the book a $100,000,000 offers.
44:18Because if you can get something where there's an inherent baked in value of so much money, then you don't have to do so much marketing and selling. Right?
44:26I will always always ascribe a higher value to, let's say, me getting my business fixed than me getting a good haircut. Okay?
44:33So that's why I pay hundreds of thousands of dollars a year to mentors and coaching programmers to get my business better, and I pay $50 a haircut. Okay? So even if the haircut people had the best marketing and sales system in the world, I it's never gonna be worth me to have an amazing haircut as much as it would be for me to fix my business.
44:49Okay? What have they already tried? So you need to understand their prior attempts.
44:53There's no better way to get a deal lost than push listening to somebody diagnosing it and saying you should solve this do it by doing this thing here. And they say, I've already done that 10 times. It doesn't work.
45:04And now you're like, oh, well, but you gotta do it differently. Blah blah blah. No.
45:07That's not that's not how it works. And a lot of times for our clients, they might say, I've tried ads, and it doesn't work. But I'm gonna go deeper on that before I prescribe it.
45:14So I'll tell you almost every single time when somebody says I tried ads, and it doesn't work, They've they've done it wrong. Right? They've run instant formats.
45:20They tried one ad creator for six months. They never tested any new ad creatives. Their ad was saying, hey.
45:26Get this free thing, and then people are getting upset when they get on the call. So if I can get that beforehand and I can learn, oh, you already tried ads and you did it this way, then when I do the diagnostic section, I can say the problem was this.
45:36You just did it wrong. And I'm gonna have a way higher chance they're gonna be agreeable to my plan that way.
45:42What do they think is in the way? So this is their perceived constraint. And this is the gap between what they say is blocking them and what you can actually see is blocking them.
45:49So this is your diagnosis. So they say, I don't have enough leads. They you wanna hear them in their own terms why they're saying that it's not working.
45:57So the same example I gave a second ago, where they say I've already tried Facebook ads, then I might go a little bit deeper and say, okay. You know, if you've already tried Facebook ads, um, but you're coming on this call thinking that you wanna launch Facebook ads, what do you think is the reason you're not launching them, uh, yourself?
46:12And they might say, I just feel like you don't have a system around them. Once again, that's gonna go perfect in the diagnostic section. Okay?
46:18And then what does success look like to them? This is really important because you can ask, you know, what's your revenue goal? What's your fitness goal?
46:25Because when we're getting into the close, we wanna make sure that we're saying, and this is gonna help you get to this so much faster. You know, this was really important when I did the analysis and adjusted our sales scripts and our client sales scripts. Whenever I go through and I'm in the closing section and we're saying, hey.
46:40You're gonna get this, this, this, this, we have something that we call the net section. And we say, so the net result is you're gonna get this desired outcome that you want in the next thirty days. Right?
46:50And so I'm just I I'm I'm kind of overwhelming them with features and the deliverables. Then I just say, but the bottom line is you're gonna get this thing that you told me that you wanted in the next thirty days. And so that's just gonna, boop, close the the reminds me, okay.
47:00That makes sense. I'm good to go versus leaving it on some open loop with listing 15 deliverables to them. Okay?
47:06So the diagnosis is the pitch where they feel understood and they sell themselves. So let's talk about creating urgency because this is another really, really big issue in the sales process.
47:17So most people say, hey. What's your problem? And then they kind of go under their diagnostic and their their pitch there.
47:23But we kind of gotta create some urgency sometimes, uh, if it's required. So number one, uh, urgency is what's your biggest challenge right now?
47:32So you say something like, I can get, uh, I can't get consistent leads. Okay. Great.
47:36Everybody has the same problem, so that's a a a level one urgency. Level two is a consequence. So, okay, you can't get enough leads, but what does that mean for the business if nothing changes in the next ninety days?
47:47Now this is important. Right? Because everybody has a problem of not getting leads.
47:51But if now we're saying, but what is not gonna hap what's gonna happen in the business if you keep on not being able to get leads in the next ninety days? And they say, oh, I'm gonna have to shut it down. I'm gonna have to fire key employees, etcetera, etcetera.
48:01Now we're getting to the part that we can build our seat to move people forward now. Level three, what does this mean for you personally? Okay?
48:08This is so important, especially in the b two b world where you're saying like, oh, business would be bad because I'd have like, okay. I can't get more leads.
48:17What does that mean to your business? Well, I'd have to maybe fire key employees.
48:21Well, what does that mean for you personally? I kinda feel like a failure. I'd be embarrassed.
48:25One of my team members, one my employees is my brother. It's my best friend. If I have to let them go, I'll feel so bad about it.
48:31Right? So now I'm getting real personal with this. So deals close when they really feel
48:35the personal consequence of staying exactly where they are. If you can pull that out of somebody in this prescription section,
48:43you can create that urgency where someone's willing to close on that first call. Now why do close rates, uh, close rates swing week to week? Okay.
48:50So this is something I see commonly with a lot of our clients, especially under that 10 to, let's say, a $100,000 a month range, where they're the first salesperson they've had, and then they hire somebody, and they have some weeks are good and some weeks are bad. Okay?
49:03So we like to call it . Vibe selling is when there's no real structured sales process. There's no real structured way to get all those four elements that we need on the call to build that urgency, to do the prescription and the diagnostic.
49:15And so you're telling these reps to do it, to ask the decision maker, but it's kinda happening sometimes. It's not happening other times. And so vibe selling is script lives in your head.
49:23You have 40% close rate one week, 15% the next. Cost per acquisition is a guess, not a number. And whenever the rep leaves, then you lost your whole system.
49:31Where a documented sales script can get you the same four elements that lead to a one call close every single call for every single rep that you have. Close rate is a number, not how the sales rep is feeling. Your cost per acquisition is predictable because your close rate is not swinging 50, a 100% week over week, and new reps are trained in days.
49:48You're just saying, hey. Watch these 50 recordings of the sales script being run and and run this sales script by yourself, and then we can get you on a call, not in months. Okay?
49:55So we personally feed call recordings into, uh, our AI system. We extract the language and patterns that actually close, and then we build that, uh, into every script and to every one of our client's scripts. So, uh, a lot of people that come to us, they're surprised when we don't change their entire sales scripts, uh, from the ground up because a lot of times they're closing pretty well.
50:14They just don't have a structure system. We haven't figured out why does this work and why does it not work and how can we get this repeatable over and over again. So then we take that and our sales script system to get them something they can duplicate over and over and over again.
50:27Right? And once close rate is a predictable number, then you can figure out how much you need to spend on ads to acquire a client.
50:33If you know for sure your close rate is between thirty and thirty five percent week after week, it's way easier to dial up that ad volume and get more clients coming in. And just so you know, I hear a lot of people say, oh, my close rate's 10%, 20%, 30%, or they say, this rep closed at forty percent, this rep closed at 15%.
50:47And they have both reps getting the same amount of calls every single day. I kinda wanna walk through what it costs as far as close rates are concerned if you kind of do this vibe selling thing. So at 15% close rate, you'd be having 10 clients a month, and we're just assuming a five k average deal.
51:02You'd be making $60,000 a month. At a 25% close rate, you get 16 clients a month at $96,000 a month.
51:08At a 40% close rate, you get 26 clients a month at a $156,000 a month. From the bottom one to the top one, you're looking at literally over what is that?
51:18CTA$80,000 plus in pure profit hitting your bottom line just by giving it to the person that has the 40% close rate or making sure everybody is closing at 40%. Right?
51:26CTAAnd even just going from 15% to 25%, a 10% lift is $36,000 in profit hitting your bottom line.
51:33CTAK? So it's important that you know these numbers, and it's important that you make sure that you hold your sales reps, uh, accountable for these numbers. But it's also important that you don't get upset at them if you're relying on them vibe selling and not giving them a system in the first place.
51:46CTAOkay? So So let's walk through what this complete healthy system looks like at every single stage. So your lead to close rate should be roughly one to 6%.
51:55CTANow I know that's a really big range, but I can tell you that, you know, we have clients that's, um, have a really high volume b to c business that do 1% that make $8,000,000 a year. And we have other clients that do $300,000 a month, taking home $280,000
52:08CTAin profit working with 10 clients, and they have a 6% lead to close rate. So you you I can't give you the one stop shop. But if you're, like, at point 0.4%
52:16CTAof leads closing, then you probably are likely you're probably leaving a lot of money on table.
52:22CTAAnd, also, even if you're 7%, 8%, 10%, 15% lead to close rate, you might think, oh, whoop de doo.a. I'm I'm doing so well. But I almost guarantee you, you don't have the volume.
52:30CTAYou're not able to scale because you don't have ads behind it. Show rate should be 80% plus. Now a big part of this, I hear a lot of stinkers in the comments.
52:37CTAIt's impossible to get an 80% show rate from paid ads. Yeah. If you don't do this stuff and also if you let anybody on the calendar.
52:43CTABut if you have the good filtration steps that's getting the disqualified people off the calendar, then you can definitely get it close to 80%. And close rate is 25 to 40%. Once again, this varies wildly.
52:53CTAI can't promise you anything that's, oh, it's gonna be this percent. That would have to be a personalized diagnostic that you would do on a call with us. Okay?
52:59CTASo without a system, you get 10 calls a day, 18 clients a month. With this system, I'm talking about 10 calls a day, 61 clients a month. Finally, if you want us to review your entire marketing and sales system, your numbers, make sure to go down below and book a call to speak with us.
53:13CTAWe're gonna go through every number that I talked about in this call, figure out where you're leaking money, show you exactly how much money you're leaking, show you what we would do to fix it done for you, and then at the end, you can decide if you want us to do it or not. See you guys then.
— full transcript
§ 05 · For Joe
Your funnel leaks upstream, not on the call.
WHAT TO LEARN
If your closers are struggling, the problem almost certainly lives in your traffic quality, page congruence, application questions, or pre-call sequence -- not in your sales script.
- Lead-to-close rate -- the percentage of all leads who become clients -- is the single number that exposes every stage of funnel failure; optimizing for cost per lead instead actively worsens it by flooding the funnel with unqualified people.
- Every lead must cross three distinct trust thresholds before buying: enough trust to book, enough trust to show up, and enough trust to hand over money -- most funnel fixes only address the third.
- Ad-to-page congruence is not a design preference: the headline, audience language, tone, and offer on the landing page must mirror the ad closely or the prospect registers a mismatch and leaves within seconds.
- The VSL headline has one job -- make the right person feel the page was built for them and make the wrong person leave -- achieved by naming the outcome, naming exactly who it is for, and handling the primary objection in the same line.
- Application questions serve two functions: filtering out unqualified leads before they reach the calendar, and generating the personalization data needed for a pre-call message that makes the prospect feel genuinely understood.
- The thank-you page is the highest-engagement moment in the entire funnel -- prospects are more open and excited immediately after booking than at any other point -- and most businesses waste it by treating it as a receipt.
- A three-message pre-call sequence personalized to the prospect's application answers can lift show rates from 60% to 81%; moving from 65% to 81% adds roughly $30,000 in profit without touching the sales script.
- Diagnostic before prescription -- collecting the prospect's actual numbers for 15-20 minutes before naming any solution -- builds more credibility than any credential, because the prospect concludes you understand their problem better than they do.
- The cost of inaction must escalate through three levels to create real urgency: what the problem is, what it costs the business in 90 days if nothing changes, and what it means personally and emotionally to the individual on the call.
- A documented sales script does not cap performance for strong reps; it floors performance for average ones, makes cost-per-acquisition predictable, and compresses new-rep onboarding from months to days.
