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this video will help you set up a sales process that will make everything so much easier and set you up for Success both you and your employees when you eventually get so many leads that you have to hire a sales team so this is my preferred process here and you can really break it down to four main parts the first part is you make it easy on yourself and set yourself up success with your marketing funnel number two is you ask the right questions before and during the call number three you don't need to use heavy sales tactics when you have one and two and you want to position yourself or act like an expert advisor to them not really a sales rep there's a very big or there's a very fine line between acting as an expert adviser and being one of those cringe people who try to take like the doctor approach and they try to diagnose your problem so this is my sales process this is what I prefer to do I'm sure there are dozens or hundreds of different ways you can approach a a sales process but this is what's worked for me and this is the one that fits my personality and my style so let's get right into it so why this video is important when you have a funnel like this in a THX leads or if you build it yourself eventually you're going to get so many leads that you're not it's not going to be possible to take all of these calls yourself and you're going to have to get a team some sales reps some clo losers whatever you want to call them and the thing to keep in mind is your sales team is never going to be as good as you at sales calls this is your company you care the most you're the biggest expert at the product and the service you're selling and most of these people in your sales team probably are not going to be sharks or Killers you know that would be nice we're trying to hire those if we can but we need to set we need to have this stuff set up so that you set your sales team up for success as much as possible and I'm going to show you how to do that in this video so let's just say you have all of the funnels set up you're running paid ads to all your lead magnets you're posting content you're writing cold emails all day you're going to be generating a ton of leads let's just finish drawing quick here so your leads are going to go to your email flows and your thank you page and they're going to do whatever funnel that you choose whether that's webinar live Workshop newsletter Community or a combination of them all they're going to get qualified or unqualified if they are unqualified you're going to send them away to different offers that you should have as part of a complete marketing funnel and for those who are qualified they're going to eventually make their way to a sales call down here so they're going to go to your website see all your stuff go on the sales call so a lot of people their marketing funnel is going to be more like let's just take some stuff out here it's going to be more like this where they do Outreach to cold email to a sales call and they wonder why they have no Rapport or why it's so difficult or why the person they're talking to in the sales call is so skeptical and it's not difficult to see why because they don't know you the first time they ever heard about you and you're is through a cold email you're still a faceless person so to speak you can replace cold email here for ads like whatever content is a little bit different because if they're reading or watching your content they somewhat know who you are but for ads and cold email like this is going to be the sales process that 99% of people have and wonder why it's going to be so difficult versus this the value in having this and how or why it sets you up for success is can be described with this picture so you're in a sales call here and and the prospect has been reading your newsletter they've checked out your webinar they follow you on social media watch your content or read your content they see your ads all the time this is much easier this is essentially you're selling the same service to the same person as you are here but because they've gone through all of this they've seen your content seen your ads receive cold emails downloaded lead magnets seen your email flows maybe watched a webinar a newsletter join your community or whatever it just becomes much easier to sell to them there's no it reduces the skill to sell to them to where you don't have to memorize any lines or memorize any sales tactics or do that kind of stuff that so many people do or worry about maintaining frame or you know the classic sales stuff which is true like this it is stuff you do for a reason but we want to set ourselves up and our sales team up for success by putting them through this this funnel before you know however they get to the sales call is going to be dependent on them but by setting them up for Success they are going to get a bigger better close rate they're going to become more confident and then they're going to have a positive flywheel of getting you more and more and more and more sales so they say you're they of course who is they but an average close rate from cold traffic in this in this scenario might be 20% and it's not uncommon for if they go through a funnel like this 30 to 40% with the same exact same person um in each scenario the exact same sales rep so let's break it down because I broke I made a bunch of stuff here so I have the website the off website stuff the preall flow the actual call and the followup so I have a bunch of different things to go over and I'm going to go through them one at a time because they all they are what makes up a complete sales process so to speak so I'm going to kind of break this up so you could take I'll get my marker here you can think of this as one thing this is like the pre pre pre stuff you can think of your website as something else and I messed up the thing there can think of the preall flow and then the sales call and then the followup of the sales call so these are like the big sections or categories I made the this part is like what you do in a th X leads and or you what you build on your own either one it's just about building the stuff generating the leads warming them up getting them qualified or not qualified and on to a call so let's go to the first part which is your website on your website you definitely want to have case studies as many as as possible you want to have free video content so what do I mean by that just think of YouTube videos you made or training videos you made just embed them in the website you know try to do at least six maybe more the reason you do that is just free value of course but it's important that they spend time with you the more time they spend with you I.E watch your videos the more likely they are to trust you and book a call or convert so more likely trust you and then they see your face they hear your voice they're more likely to remember your name like these are all very very important steps in the sales process video testimonials are much better than written ones just because they are harder to a vssl at the very top where it shows your face and explains a little bit of what you do and or the results you've gotten the difference between having a vssl and not is astronomical even if they don't watch the vssl just having one makes you look so much more professional and it's another opportunity to get them to see your face and hear your voice which are just two extreme trust building things regardless of what is said in the vsso off website is an interesting one so you kind of like in addition to what you have on your website you kind of want to have good off website results so if someone Googles you your name or your company name you have media appearances you have thirdparty reviews you might have a Google search ad at the very top just to be sure and then content across your social media profiles so if you Google Matthew Larson here Matthew Larson there's a lot of Matthew Larson apparently and unfortunately but if you Google Matthew Larson marketing you'll see my LinkedIn you'll see my book you'll see my Twitter my YouTube You'll see some blog posts I've done you'll see that's about it so I'm telling you to do this but I've not done an extremely good job myself of doing doing this even with the successes I've had over the years I'm going to build that up a lot more so that is what I mean by off website because we when if it's going to and it's it's not you can't measure how much it's going to hurt you but if they Google you and nothing is nothing is here so to speak whether it's for you or your company probably your company if you have a sales team by then it's doesn't really help have it for you it should be your company and the results your company gets but you need to have like as much stuff as you possibly can get on the first page or the first few Scrolls of Google it's very important part of the sales process that really has nothing to do with selling so YouTube or the funnel the website and off website stuff basically have nothing to do with the selling in terms of getting on the call but they are equally as important as any other part of the process so the next thing we want to do is our pre preall flow so I made an example here using cly so this is the information first that you should collect on your pre-call flow so I'm going to go over here your name your phone number your email of course your website kind of self-explanatory you want to get their revenue just so you know who is qualified and who's not basically and what kind of person you're talking to what kind of level of client people don't generally lie about their revenue on cly they might do it on a form like on your website to get a lead magnet but generally if they're booking a call with you they are going to be honest because if they're not you're gonna find out anyway on the call something that I really strongly believe in especially with a sales team because typically they're going to be less experienced less confident than you is tell them the price right on the cly booking page so this is the one for 1,000x leads I'm still taking other calls for this but I tell them our program is 4K right now and it's meant to last 120 days but you'll get support for one year are you okay with this we're not trying to scam old people here or sell a business opportunity to B Toc consumers here we're dealing with we're selling high priced or you know B2B services for thousands of dollars we don't need to trick them here in my view some people will disagree with me I don't this pre-qualifies them if they're not okay with this they're not going to book a call so your sales calendar is not going to get clogged up it's not going to be as uncomfortable for you if you find it uncomfortable to bring up the price and so on if you if it depends like our program is 4K right but let's say you know you sell a service that depends on what they need you would do our service starts at 4K and usually goes up to 15K or something like that the average person person pays around 8K are you okay with this because if they pay 4K they're going to be pleasantly surprised because the average person pays 8K if they are going to pay you C them 12K at least they kind of know that ahead of time it's easier you know it's not as much of a shock and so on if they pay 8K that's what the average person pays I strongly strongly believe in this I never in the past few years never gone without this on the form it's just make sure people who are able to pay don't book a call because if they see that and they think it's too expensive they're not a good fit anyway you don't want to have conversations with people who can't pay and so the next one is that I also really love and someone told me to do this but I have no idea who told me to do this but it was years ago is on your form ask how familiar are you with our stuff on a scale of 1 to 10 so this is a great thing to ask because it will really push you know how you do the sales call if they're are one out of 10 familiar that's good information with you because they got to call like you're going to do the call differently than if they were a seven or an eight or a 10 or or a nine or a 10 out of 10 familiar with what you do and then I always put you'll be redirected to a page where you can read all about it and I'll show you that after and then I ask what would be an ideal outcome for this call as in like a a written answer I really love this too because you can just you instead of guessing they're just going to tell you and I like to phrase it what would be an ideal outcome for you instead of what are you looking to get what he wants how can I help you because a lot of the time those are lazy questions in my opinion A lot of the time they don't know what to like what they you could help them with oh so what would be an ideal outcome for you isn't the way better thing to ask because you can really get inside their mind that way and then always have text or ask their phone number to get text message reminders you need to send those and I will show you after so in your calendly when they submit this you want to have a redirect link I didn't open the inside of my calendly to show you but when you schedule a call with me you're going to be redirected to this basically presentation that I'm currently editing right now I'm just adding to it a bit so myself and my partner here with links to our YouTube channel and Twitter and we're going to have a vssl here that I'm going to film today so why do you need this this is this is like the type of presentation that you would send someone in like a proposal or screen share on an actual sales call so the four things that kill your agency the four problems these agency Killers have nothing to do with specific Revenue numbers how to solve them why you need to solve them and then obviously our program is positioned how is like the is built to solve them that's what you want to do here and then you know how it works the cost frequently asked questions Etc so all of these things are super super important these ones are kind of obvious but I really love these three that I noticed a lot of people don't do and then I have just a picture of it here that I took as well but I ended up showing you the actual live version so cenly when the is where they we going a book a call and if you don't use cly just do this with whatever you use I know other people use different programs that are not cly but that and then I showed you there is what the redirect page so purpose of the redirect page is to make your offer Crystal Clear looks like too big a font to cut off there but you want to do you know the F the who what when where why how who you when now where at your desk like you don't need to go over those but what why and how are very important so in this page or document that you red them to you want to do a few different things you want to have one idea per slide like you're notice in mind I don't have more than one thing in per headline per slide you want to have one image per slide because having one idea and one image makes it so much more readable and you can make the concepts a lot easier to digest and understand when you have an image and that's why the ability to make images like this is a skill that should be practice so daily and really needs to be H at home especially if you can use mural board because it's easy to draw so for example why you need to solve agency killer number three which is all of your all of your clients come from referrals because if you don't like regardless of this text this is your marketing strategy if all of your clients come from referrals it's a very nice visual and then for in my example the fifth hidden agency killer is yourself so things like you know I'm just going to start start and just build a thousand X leads one step at a time it's on you know the classic Bill curve meme but you know it's kind of to mock them and Bully them in a way you know I don't have time I'm so busy I need to hire somebody in employees now is not the right time I got to do other stuff first I already know how to do this anyways to kind of to to mock them in a way that's a little bit light-hearted if this is a problem and then you want to have at least three videos which is the last step that I have here and you want to have one at the top and then you want to have one for essentially that go you want to have one that essentially goes through this document like you speaking going through it just for clarity purpose one for the program or the offer like showing you how to do it and one for different like going over the cost the details and stuff and something that I really like to do is there's always going to be a cost right but there's also a cost of not solving the problems there's a cost for your solution whether that's money and or time but there's also a cost of not solving it so that is something that I really like to put in there and a fourth video if you want to is going over the FAQs just like to put the FAQs in there because why not if they have these questions they're not going to a lot of the time they're going to either ask you or just not ask you and then not convert and you're going to wonder why so might as well just put the FAQs in there so this is an example like I didn't open the inside but in cly you just redirect to an external site and put the address the purpose for the phone numbers that I said was so important down here get for phone number and send text messages to is to get reminders and the the reminders are just important because people forget they need to be reminded hence the term reminders so I only do SMS reminders because they're more effective people are much more likely to read a text than an email in pretty much any scenario and I'm also going to be sending out pre-frame emails anyway so we don't need to send email reminders as well as text so I do 24 hours before 2 hours before and 30 minutes before I've tested this a lot of time this is just my preference 24 hours before obvious reason two hours before well let's go to a lot of people will do an hour before and 15 minutes before but I have found that 15 minutes is almost not enough time if they're really like cut up in something to finish it so I like to do 30 minutes before and then an hour before 30 minutes before would be too close together so I just do two hours before which is the reasoning behind that not the most scientific reasoning but I have tested it quite a bit in my life so so the third thing when they book a call cly they should be automatically enrolled in some sort of workflow or email sequence whatever you'd use zapier or make.com or your CRM like close.com to do this and these are what I at least refer to as the pre-frame emails and I like to send three of these so I have email one we have email 2 and email 3 let me just remove that um that line and just make them a different color instead so let's make these different colors just to break them up because there's different pieces of each the first one is your propaganda email and the propaganda in my case is you know these agency Killers if my whole propaganda my whole messaging is like these are the four things that will kill your agency which is true I'm not lying or you know saying something that's not accurate but these are the things that I want them to believe if these are the four things that kill your agency and you need to solve these if they believe that they're much more likely to buy 1,000x leads than if they're not right so the top one to four things you want them to believe should be logical and believable and part of your service so when I say that the top four things that kill your agency these aren't just random things that make don't make sense no one knowing who you are not enough leads all your clients come from referrals and 99% of your leads are unqualified those are believable Andor logical things that would someone would say okay yeah these things could kill my agency it's not just something random that makes me or you if you misapply this look stupid and and then these things are obviously should be part of your service email number two case studies testimonials examples and more propaganda you'll notice the same propaganda should be in all of these things because repetition is important and then email number three I like to send them different YouTube videos of myself or just videos in general because that is so important in my opinion plus a little propaganda bonus points of your YouTube videos also spute the prop again so the difference is like night and day to let's just compare having this to not having this without this they might not even fully understand what you're selling them very important without reminders they might not show up and without these pre-frame emails they're not going to believe what you want them to believe as well as they're not going to see your social proof and be confident that you know what you're doing and they're not going to be able to see some YouTube videos further showing that you know what you're doing so you got to think of this as when they're talking to a sales rep because you're going to be generating so many leads through this funnel that you're not going to be taking these calls so you kind of have to set up this system like I said probably a few times so far to give the your sales team the best chance to succeed you don't want to just give them a chance to succeed and then say oh these guys suck and fire them and hire a new one that's a waste of time money and you want your sales team to succeed if you they succeed you make money so very important preall flow so so far we've gone over the off the website the off website and the preall flow I'm just deleting some of the stuff always go back to this like when they go through the funnel it's going to be a lot easier to sell them when you have off website stuff such as media appearances through party reviews search ads cont content Etc and on your website you have case study your free video content your video testimonal and your vssl in many cases like the goal of this if you want to dispel this into one sentence is by the time they book a call they should already be sold and the call is just to close the sale it's not you're you're not selling them on the call that's a very important distinction to make versus in this scenario like you would have to even explain what you do on the call and sell them on the call and that's why this works at half the rate of this so let's go to the next part which is the actual sales call so I kind of just touched on this they with your funnel your website your preall flow and makes it 10 times easier on you and your sales team because they trust you from the funnel you have all the information based on the good questions you asked that you need and they know exactly what the offer is and what you are hopefully confident that you can do it so this is before like the sales call even takes place so when before the sales call takes place just make it a standard in your company that your sales reps to at least 15 minutes of research like a lot of sales reps will go one call the next and they don't even know what the website and stuff is because they get off one call at 2 p.m. and the next call it 2011 always make sure your sales reps have 30 minutes in between their calls to view their website read the ideal outcome from the cly question because that is in the call Booker's own words what the ideal outcome was you're not guessing and then review the one to 10 like how familiar are you out of 10 so you can guide the call very very important so next let's go to the call structure so the first thing that I believe everyone should be doing is starting the call by bringing up the ideal outcome that they said in the actual booking it's an easy place to start you don't have to do any guess work it's going to get them to talk for maybe five 10 minutes before you get into it and you can if you just bring this you can if you bring this up you can really just get them talking and you listening and that will give you information on how to do the rest of the call after this period is up you want to review the presentation that we made so in my calls I'd go over this or I will because this is a work in progress you want to tell them exactly how long this will take because that kind of sets you to go back from the stuff I said at the very beginning called that sets the frame sets expectations Etc so you tell them how long it will take tell them that you're going to tell them what the problems are why they need to solve them and then how you will solve them again to set expectations and the frame and then after this what you want to ask them you don't have to ask them verbatim I guess you could say but like the thing to determine after you go through your presentation is do they believe what you said will solve their problem and you are the person to solve it and you can ask this very bloodly or you could ask it with a little bit of finesse that is up to you I'm mostly a blood sales style person so I can kind of ask him like what do you think do you think this is the right thing and do you think I can do it how like and then if they say yes they say ask how interested they are from one to 10 the same concept and it's just such a good question um same reason you do that is for here because if they don't close there you can kind of ask them a lot of the time they're going to say you know if they say 10 they're ready to start now and so you want that's how you want to like position ask like how interested are you in moving forward from 1 to 10 10 being I want to start like right after this call or one I know I don't want to start this isn't for me at all it's just a just a amazing question to ask and then like let's say they say um seven seven out of 10 the next logical question and it's very easy to ask them you ask them what you need to do to get them from seven in this case to a so then you what you want to do is you want to open a document screen sharing right there this is what I do is figure out you know what they need because a lot of the time they're going to tell you and sometimes it's going to be stuff that you can tell them sometimes it's going to be some stuff like you know they need to figure it out so you want to help them like write down what they need to do to figure it out and then you share this Google dock Google I'm just going to put just not spell it out there share this link with them after the call you can see when they view it you can see you can edit it Etc and then what you want to do in this document because let's say there is seven out of 10 and you shared the steps to hopefully get them to 10 out of 10 pros and cons are very good here if you can just lay out the pros plus cons that has worked so well for me in the past because there's always going to be cons you might as well address them so they don't think you're stupid or trying to lie to them in this document make sure to precisely tell them what will happen in onboarding after they close an example of this so in this one you can pay right in this document if you wanted to in that thing it'll tell them like once you pay you will automatically receive an email from Matt at conversion Pages subject line or the sender the subject line will say onboarding email in that email you'll receive four things one of them will be your slack invite one will be an odd boarding form one will be an onboarding video and one will be a a calendly link to book your onboarding call within 48 hours after you do the other three that can really that paints a very clear picture in their head that eases concerns gives them certainty if because people don't like uncertainty and doing this if they doing this can really like help you close them in and of itself because it just gives them so much certainty um it shows that you are kind of the expert so to speak and it looks like my camera froze so we'll see about that in the bottom right or bottom left there and oh looks like it is back now so it just helps you go like get them to such a better degree for certainty aspect and it really could help you help them close so very very important that in my view you follow this sales process perfectly this is what I like to do this is how I've closed I would say anywhere between two and 3,000 people in my life like personally not including sales teams or companies because I used to do all the sales for myself for a long long time and this is the process that I've refined over however long I've been doing it so that is the sales call so we've gone over the sales call the let's go we gone over what to have on our funnel the website what to have off website the pre-call flow and now we've gotone over the sales call the final part is the followup of course like they say the money is in the followup so there's three things that you want to do here automated follow-ups which is you want to do manual follow-ups and you want to do like things that are external so NE that have nothing to do with following up the automative followup should be like a zappier or something to a post call Flow that follows up every once every three days the easiest way to do this is make these short answer one FAQ or objection very plain English in each and then show proof so two-part thing 90day flow which will have 30 emails in total and if they're not going to buy after 90 days like we don't need to keep emailing them in this fashion we can just follow up manually or they're just not interested right so the two things I like to do with manual follow-ups are number one I follow up myself once a week but I also have an appointment setter or someone else to ALS so follow up with them once a week to invite them to my conversion mechanisms is what I refer them to so I have someone also messaging them Matt is doing a webinar on Monday you know you want us you want us to add you to it or Matt or join Matt's group where he post stuff every single day or join Matt's live workshop on Friday because these also give you another path to conversion and you want them to connect with you and be you know learning from you and seeing you in as many places as you possibly can and the value in doing like having someone else reach out whether it's an assistant or appointment thater is it's not coming from you like obviously you're the one telling them to do it but it's not coming from you so it's less it's just like different in their mind in my opinion and then external things so the external things these are things that have nothing to do with the followup whether automated or manual will so you during this process keep posting content especially on YouTube and especially with that shows client wins and successes they if they've talked to you they're on your website the algorithm is going to show them this stuff maybe you want to run re our retargeting ads live Workshop retargeting ads Group retargeting ads for the same purpose of your appointment setter or your assistant trying to get them to other stuff more places more offers more reasons to connect with you equals more chances to sell and then the final thing is you want to write your newsletter three to five times per week which is also right here so different conversion mechanisms keep doing those those have nothing to do with following up but we need to keep doing them we need to try to get people on these things as much as we can because they'll be much more likely to convert so that is it this is what I consider to be the number one sales process I'm sure tons of people would say their sales process is better but it's all about setting yourself up and asking the right questions so that you don't have to use any heavy sales tactics and you're seen as an expert advisor more so than a sales rep it's very important because you're not going to be able to do all these calls yourself you're going to have to have a sales team that will never be as good as you just how the way it is most of the people probably won't be sharks or Killers so to speak and you need to have all this stuff set up for them so you have you set them up for success as much as possible so I hope that makes sense I'm going to be making a lot of videos like this and I'll see you in the next one