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in this video i'm going to teach you the  perfect agency sales conversation script   so that you can close more deals you can have  control over your sales conversation your sales   process so you can get more predictability out of  it you can qualify your prospects more effectively   so that you know that you're getting it into good  long-term profitable relationships and not wasting   your time i'm going to show you how to handle the  most common objections in advance before you ever   even really start your sales pitch and finally i'm  going to show you a framework that's easy to learn   it's fast to learn it's easy to understand for  your prospects and it maintains your positioning   as a trusted advisor as an authority so that  you don't come across as just that stereotypical   salesperson that nobody wants to deal with okay  you have worked so hard in your marketing to   communicate that you're an expert that you're an  advisor you don't want to blow it now and in this   sales script i'm going to show you how to maintain  that positioning while closing more deals this   is Mike Cooch with services at scale i've built  multiple multi-seven-figure businesses using this   exact same sales process and sales script that  i'm going to teach you i've also used it to train   dozens of salespeople to be able to do the same  it's used by hundreds of agencies around the world   very effectively so it works if you learn it and  this is going to be a bit longer video because   i'm going to walk you through it in detail to make  sure that you understand it and i've got all kinds   of resources to share with you as well okay so  let's go ahead and dive into it right what we're   looking at here is an overview of the r4 strategic  sales process it's very similar in structure to   what you've likely seen or experienced with other  kind of higher ticket professional sales processes   where you're selling agency services coaching  consulting or any other professional service   where it's important that you establish some good  relationship with the prospects during the sales   process itself and that they have the ability to  ask you questions you have the ability to ask them   questions so that by the end of the sales process  you've got a prospect that is really knowledgeable   of what they're signing up for because it's  absolutely critical that you realize that   this is the start of what needs to be a  long-term relationship at your business   in order for it to be successful okay so  there is absolutely no point in trying to   uh force somebody through a sales process or  into making a decision or in any way try to   you know pull the wool over their eyes you  know this is this is absolutely critical   that you're thinking about this as the  start of a relationship and just like   you'd want to start any good relationship  you want to make sure that you're doing it   with integrity and openness and honesty otherwise  if you sign somebody up here in this sales process   and at the end of it they realize hey wait  a minute you've somehow or another tricked   me or you know the the capabilities of what  you're uh providing me are not what you sold me   you're just going to get a customer that churns  and that is a surefire way to kill your business   you have to have long-term relationships so this  sales process it's not high pressure it's meant   to make sure again that you've got a really good  fit with your prospect it is also though designed   with a specific structure to it to make sure that  you control the sales process small businesses do   not have a buying process most small businesses  don't have a budget most small businesses were   barely even thinking about you know signing on for  these kinds of services until they heard from you   so you have to control the sales process if you  rely on your prospect to have any sort of control   you're going to be sorely disappointed and every  single prospect is going to be wildly different   and how in terms of how they buy from you and  that means you won't have the ability to really   accurately predict what kind of deals are actually  going to get signed on a month by month basis   this sales process is about establishing a  successful relationship and it's also about   controlling your sales process that you can  predict your numbers and that you can make sure   that you're staffed up and resourced properly  to provide the support that you need to provide   to to fulfill on the promises that you're making  in this sales process right so you can see here   there's an intro script a strategy call script  a signed customer then um and then an audit   and a kickoff of your services again this is all  part of my r4 sales process i'll put links here   down below if you want to get more information  on this the intro script is designed to qualify   so you're going to have some quick qualifying  questions just to make sure it's even worth your   time to have the rest of the sales process because  the last thing that you want to do is waste time   if they're not a good fit you need to move on to  the next prospect so that you are not killing your   time invested into the wrong prospects so there's  going to be some qualifying questions in here   it's going to give both of you the opportunity to  qualify because again you want to make sure that   that prospect is a good fit for you and then also  to set expectations okay again this is all about   controlling the sales process you want to take  control and so in this intro script you are going   to take control you are going to let the prospect  know here's how this is going to go here are the   rules of the game and do we have agreement on  that so that again you are in control so that's   the intro script then there's the strategy call  script you've likely heard of a strategy call   this is a consultative sales script and what i  mean by that is that the last thing that you want   to do during this sales conversation is to just  come across as a stereotypical salesperson right   where all you're doing is you're just showing up  and you're doing what they call the show up and   throw up right where you're just spitting out  all the features and benefits of your services   you're not really listening to the prospect um and  they can tell and they're annoyed right that's the   stereotypical salesperson you don't want to do  that because you are ruining your positioning   uh as being an authority right your ability to  sign on customers in any sort of professional   service or any sort of productized service that  mimics a professional service is dependent upon   you being able to convey a position of authority  to your customers so they believe that they should   it's strategically smart for them to follow your  advice and to invest in your services to help them   guide to help guide them to make their business  better right that positioning is absolutely   critical and in your marketing you have been  doing everything you can with good content   marketing hopefully to establish your expertise to  establish that you are a strategic guide for them   the last thing that you want to do is then  come into the sales conversation and screw   that up by being a stereotypical salesperson  so this is a consultative script which means   that you are adding value in this script  in the sales process you are adding value   by providing some insights and some education  while you are selling okay so it is consultative   in nature it is a strategy call script it is  not just a sales pitch all right and then you're   going to move on to having a signed customer  sometimes that happens right at the end of   this strategy call script and i'll teach you the  close that is best for closing deals like this   um but sometimes it takes another step right the  the prospect isn't just ready to close right then   they want to have some conversations with their  team i know that there are all kinds of sales   trainers out there that will tell you well this is  when you need to do the high pressure close right   i think that's total bs again this is about a  long-term relationship if i have to do a high   pressure close on this prospect it's not a great  relationship so again i will teach you how to   close how to have the right conversation how to  close without pressure and for me what has always   absolutely worked is i don't i don't pressure  somebody to close sometimes that happens that   you sign the customer right at the end of this  very often it takes another step and you're gonna   circle back and then you're going to close them  okay then what i teach in the r4 sales system   is that we do an audit the audit is to get  information about their current uh marketing   systems and services that they have in place but  more importantly it's about revealing the gaps   in the marketing execution for that prospect so  that they can they can look at their business and   objectively realize oh wow we're missing a lot  of things we need to do some serious work here   and then you get to be the hero you come in  with your services and you fill those gaps   so you want to make sure that the customer really  understands the value that you're providing for   them and so that that audit is designed to do  that it's designed to really open up their eyes   so they can see what they're getting and then  finally kicking off your services kicking off your   services and the way you onboard and fulfill in  that first 30 days in particular is absolutely   critical to your success so this is an overview  again an overview of how the sales conversation   and sales process goes um and uh for you know  each of these steps have specific scripts and   tools to go through it and i'm going to walk you  through at least at a high level here how to use   those scripts and what some of the most important  features of them are okay so the main part of the   sales process is this strategy call script this is  where most of your time and your effort is spent   and this is where you have the ability to make  the biggest impression on your prospect because   this is typically where you're having a 30 45  minute maybe an hour long conversation with them   and really making the case for your services so  this is the structure of that sales conversation   okay so again this is that strategy call um  framework but it's it's really it's a sales   conversation of course right but we're doing it in  a consultative strategic way so the first step in   that is bonding and rapport okay bonding rapport  is where you're just making that connection with   the prospect and making sure that everybody's  warmed up and ready to get into the conversation   you have to be sensitive to this you have to learn  to pick up on the cues that's not something i'm   going to try and teach you but of course every  prospect is different okay there are prospects   that i have you know started a sales conversation  with where they want to spend 30 minutes talking   to me about my kids and my family and where i  traveled and all that good stuff and you need   to do that a bit right because they're looking  for that connection with you as a human being   and then there are also sales conversations that  i've had with incredibly gruff you know these   power figure men who want to intimidate you and  they just want to get right to business they don't   want to talk anything about you know your personal  life or anything like that so you've got to read   the room that's incredibly important to learn to  do and again i'm not going to try and teach you   that here but at some point or another then it's  time to actually move into the sales conversation   and we start with upfront contracts upfront  contracts are a concept that i learned from   david sandler and sandler selling system uh  david sandler if you're not familiar with him   absolute legend in the sales training game i think  probably the best in the business uh rest in peace   but his content is still out there his books  are amazing his training programs are amazing   and he used upfront contracts in a lot of uh very  powerful ways that i have you know not mastered   and and would not pretend to be able to to teach  somebody else but there are just a couple of very   simple ways to use upfront contracts that make  a huge difference on your ability to control   the sales process and to handle objections in  advance that have been incredibly powerful for me   and for my sales people in my career and so i just  want to cover a couple of those here briefly so   you get the idea of what i'm talking about upfront  contracts again you're making a contract upfront   you're getting an agreement with your prospect  up front to certain rules conditions behaviors um   and it's really powerful because what most  salespeople do is they wait until the end to kind   of address some of these sticky points and that  causes you to waste a lot of time and lose a lot   of deals so let me give you an example here one  upfront contract could be as simple as saying um   mr prospect um i appreciate you made the time here  to spend with me to evaluate our services and see   if we're a good fit and that's exactly what i'm  doing as well i want to make sure that this is a   a great relationship for both of us for the long  term and so what i would do here i'm not your your   stereotypical salesperson what i would do here at  the very beginning is just kindly a request that   if any point during this process you realize that  we're not a good fit just feel comfortable telling   me that just let me know it's a no and i will not  try and pressure you into doing business with us   and we can walk away friends and if it's a good  fit later on great we'll get back together but   if not we'll save each other a lot of time is  that fair okay so what did i do there i made a   contract an agreement with a prospect up front to  give them the right the permission to tell me no   now you may be wondering mike why in the world  would you want to do that well a couple of reasons   one again if they know it's a no i don't want  to waste my time there are a lot of prospects   believe it or not and maybe you've experienced  this that are not comfortable with telling you no   it doesn't feel good to them to tell you no  they've learned in life not to disappoint people   and so what they would rather do is they would  rather kind of lead you on and lie and carry on   the conversation and pretend that there's a chance  that you're going to get their business even when   they know eh it's not a good fit so i want to  give them permission i don't want to waste my   time i don't want to waste their time the other  very important reason though for every prospect   even the ones that aren't afraid to tell you no  is that i am demonstrating that i'm not a typical   salesperson i'm showing them that it's okay to let  their guard down with me right i'm telling them up   front hey i know you've probably been through a  bunch of high pressure sales pitches before this   is not one of those i need to make sure that  we have a good long-term relationship that's   important to me just as it's important to you so  if it's not a fit just feel free telling me no   i am positioning myself wildly different by doing  that than most stereotypical salespeople again   it's very important that i am uh  positioning myself as a trusted advisor   not as a stereotypical sales person okay  so another upfront contract that you can   make and i i usually make this one actually in my  introduction script but it's a good one to repeat   here now is just to establish a range for your  pricing to make sure that that's a fit in their   budget before again you go through the rest of  the sales process again i know this contradicts   some sales training that you'll get where people  will tell you never reveal the price until the   very end when you've established all the value um  again i find that that is a total waste of time   my prices are what my prices are and i want to  know that they're realistic and that they have   the budget to invest and if they don't i am  not again going to try and pressure somebody   into spending more money with me this is not a  one-time transaction okay if it was a one-time   transaction and i was just trying to get a couple  thousand bucks out of their pocket at one time   okay i guess you could use some more of those you  know a little more high pressure sales tactics if   you want for me personally i i'm looking for  a long-term relationship which means i need   to know that that business can actually afford  my services and budget my services into their   business comfortably for the long term otherwise  they're just going to cancel after a few months   so i will just say up front mr prospect i know we  talked about this before in our introductory call   but i just want to make sure it's really clear  that a typical service agreement for our services   ranges between and you can put a range here it's  very it's a good idea to put a range especially   since you don't know exactly what services  they're going to sign up for yet range between 700   and 1200 dollars a month is something that  you're comfortable with in your budget   okay and again i am just putting it out front  here what am i doing it's an upfront contract   where i am removing the we can't afford this  objection at the very beginning i've said this   in my introductory call i'm now saying it again  before i go into the strategy call conversation   so that i have gotten the okay from them twice  now i've gotten the thumbs up from them twice   that they can afford these services so if at the  end they try and you know use the money objection   you will very rightfully be able to say hey  wait a minute i'm confused here we covered price   twice before we had this conversation and  you said it wasn't a problem so that tells me   that this is some sort of issue of value or  perception of value um you know not actually   price because you told me that that was okay  and i trust you there so maybe we can dig   into this a little bit and you can tell me a  little bit more about what it is that's really   preventing you from seeing the value of these  services right so again it gives me the ability to   get rid of that objection up front and control the  sales process i'm not going to wait until the very   end of a big long sales conversation to do the  the big reveal of the price and then let them   reject me on that it makes no sense to me  okay so upfront contracts are a variety of   different ways to use those incredibly incredibly  powerful another very powerful way to use these   are again anything where you know that it's  going to commonly stump your sales process from   closing so one could be hey it's very important  that i don't waste your time and of course i know   you don't want to waste mine so before we have  this conversation do we have everybody present   and accounted for that needs to participate to  make a decision on this so that we don't have to   repeat ourselves over and over again okay so we're  bringing that up front another one could be again   i don't want to waste your time um what i found  works best is that if we just go ahead and set   a deadline now for when we're going to  be able to make a decision about this   that way i'm not being a stereotypical salesperson  and chasing you down and harassing you to try and   get a deal if it's not a good fit for you or  it's not good timing for you so it you know   does agreeing that we could make our decision  by exit date next week seem like a reasonable   expectation to you so i will set these things up  front so that i am controlling the conversation   i'm controlling the process and again i'm removing  a lot of those most common objectives oh i have to   talk to somebody else oh we have to see if it's  in our budget oh we don't have the time right   now we're not going to be able to figure this out  right now right those are all very common things   so i'm addressing them up front in these upfront  contracts next is the current state so this is   where you're going to ask questions to understand  the current state of where your prospect is   what their challenges are what their pains  are and what their goals are so that you know   you know what it is that they're struggling  with what it is that is causing them to look to   invest in services like yours so you want  to get a good handle on that current state   this is done by asking good questions and  then shutting up and listening other than   to repeat back what you're hearing to demonstrate  to them that you are actually listening it's   very important to repeat back to them so that they  know that you're actually paying attention to them   okay but otherwise this is a time for listening  okay and then again we're going to ask them well   what would the ideal future look like if you were  able to take care of these issues you know what   does your business look like six months 12 months  eight months from 18 months from now if we're able   to take care of these things so now we're trying  to get them to look forward towards the future so   that we have this gap between where they currently  are their current state and their ideal future and   that gap represents pain right the gap represents  pain just like you and i we have our goals that   we're trying to get to and we're stuck where we're  at right now whatever it is between now and our   goals that's pain right and we want to overcome  that pain so that's what we're trying to do in   the sales process is we're trying to bridge that  we're trying to close that gap and be the solution   that closes that gap so the prospect says yes you  are the answer to the pain that i'm experiencing   okay so current state ideal future you're asking  good questions you're repeating back to them   what you're hearing and then that gap represents  the pain and with some prospects you're going   to be able to get pretty darn detailed about this  right some of them are really going to open up to   you again this is kind of nuance of the bonding  and rapport and knowing how to read the room   some prospects are going to tell you very  personal things you're dealing with human   beings they're entrepreneurs like you and they're  going to say things like yeah [ __ ] if i can't   get this figured out i'm really worried about how  i'm going to pay for college two years from now   for my kid we've been stuck at this sales level  it's not working i've spent a bunch of money on   sales and marketing it's not happening for us and  if i can't get this figured out i'm in trouble   right you will get people that will tell you that  and then you will get ones that are going to be   keep things a little bit you know closer a little  bit more guarded and you might have to try and   pull it out of them a little bit but you want  to try and make that pain as real as possible   and as emotional as possible again you're selling  to a human being the more that they feel that pain   the more that they're going to be willing to  make a decision okay and then impact impact   is where you are actually this is  the point where you're sharing really   the value of your knowledge your experience your  systems that you are going to bring to bear for   their business to try and eliminate that pain okay  so this is where you're going to share what i call   it your signature system all right i believe in  selling systems not in selling agency services   or time and talent services so i have a system  that i am going to put in place for this customer   to achieve the results that they're looking for  to eliminate that pain and you can see that little   triangle there that triangle represents my r4  framework so this is the r4 sales system the four   r's and the r4 sales system are represented in  that triangle i will walk you through that here   uh momentarily but this is where i'm going  to go through that i'm going to demonstrate   my knowledge my expertise i'm going to talk about  this system and what it can do for this prospect   and share so they feel the impact right we want  them to feel the impact of what it would be like   if they had those systems in place to  ultimately get them to make a decision   okay getting them to make that decision if  you follow this process and you use upfront   contracts and you use good question-based selling  here's the absolute best clothes in the world   okay no high pressure just super super simple  um mr prospect it seems like we've had a good   conversation here today would you agree yeah  absolutely great do you feel like you have a   good understanding of our services and how they  can help you um you know solve these marketing   problems at your business yes um do you feel like  i have a good understanding of the challenges at   your business based on our conversation is  there anything that you feel like i don't   understand that i need more clarity on to make  sure that i really understand your challenges   no or you may have some a little bit of  back and forth there right and this is   really important that you get that out on  the table and make sure that you address it   and then once you've done that you say great  well mr prospect this seems like a very good fit   for us and our services i'm very confident  that we will be able to help you with x y and z   as you've communicated to us or your challenges  do you have any other questions for me no great   when would you like to get started and that's it  and you shut up and let them give you the answer   okay no high pressure clothes you've asked all the  good questions you've had the conversation you've   made sure that they feel like you understand their  challenges you've given them the opportunity to   ask any additional questions about your services  and about how you would address those challenges   and then you just ask them when they would like  to move forward super simple close and it's   incredibly effective now you will have some  prospects that say well i'm not exactly sure   you know i need to address this or that you know  i need to talk to this person or that person   again depending on those upfront contracts that  you made you decide how aggressively you're   gonna push back here okay i do believe as david  sandler actually and sandler selling uh taught   so well that your ability to push back on the  prospect and make them a little uncomfortable is   a very valuable thing in closing deals okay so if  somebody says well i need to talk to somebody you   know uh maybe i misunderstood i thought that we  had everybody in the room that we needed to make   this decision is there is there somebody else that  we need to bring in here today you know so you can   you can push back on them a little bit right make  them a little bit uncomfortable with their ability   to just use stall tactics on you okay and again  depending on the rapport that you have with them   you can push on them a little bit you can say hey  mr prospect i'm getting the idea and correct me if   i'm wrong here i'm not trying to push too hard but  i'm getting the idea that maybe there's something   about our conversation here that you're not  exactly comfortable with or you still have some   questions about is that is that right so again i'm  putting pressure on them but i'm doing it in a way   that's not a real hard sales pitch i'm maintaining  my positioning my authority figure positioning   but i'm trying to you know prevent them from just  using typical uh stall tactics on me okay but for   the most part if you've managed that conversation  well you've already addressed all those things so   by the time you ask them when they'd like to get  started i find that more often than not it's just   a uh yeah let's let's go ahead and put something  on the calendar here in the next couple of weeks   right in sales like this if you can get a  30 close rate 40 close rate like that that's   enough to grow uh inc 5000 fastest grow  has come the fastest growing company okay   as i did uh several years in a row so at that  kind of close rate using this sales conversation   you're off to the races um with follow up then  because there are going to be some prospects that   no matter how well you manage the sales process  are just not going to close either because one   they don't think your services are good fit two  for whatever reason they decide the timing is not   right for them right now it is what it is that's  where you put them into a follow-up process and   of course you continue to stay in front of them  and you will close an additional percentage of   them over time i have had prospects that we have  followed up with for six years before closing and   winning their business why not follow-up is  typically just sending a digital newsletter   inviting them to a webinar every once in a while  sending them a holiday card every quarter you   know picking up the phone and giving them a call  it's worth it so you will close more of them over   time but you'll get 30 to 40 of them now which is  enough to grow a very very successful business now   again important to this conversation is if you are  experiencing any objection and stall handling what   you want to do see this green arrow is go back  to the upfront contracts and again say um i'm a   little bit confused mr prospect we talked about  price here at the very beginning usually when   somebody tells me price is okay at the beginning  but then at the end of the conversation they're   now telling me it's not that tells me that it's  a matter of value maybe there's something that i   have not communicated as effectively as i should  have during this conversation is there something   that you're uncomfortable with that maybe we can  discuss right so i'm going back to these upfront   contracts i'm using them to break those typical  objections and typical stalls i'm reminding them   of what they said as their current state i'm  reminding them of where they said they want to   go the pain the impact we're kind of just looping  it right back through again to ultimately get them   to that decision all right this is a perfect  sales conversation that allows you to maintain   your positioning and handle all of those typical  objections but do it in a way that really again   keeps that positioning of this trusted advisor not  a stereotypical sales person okay next i'm going   to walk you through that r4 framework there where  you see the impact so that you can see the real   value and power of this very simple r4 framework  to position you as an authority in your services   and make you the obvious choice with your  prospects all right what you see in front   of you here is the r4 framework this is what  i call the surge to sas version i created this   particular version it's a slight modification  from the original r4 framework that i've been   using for a dozen years now designed specifically  to help you sell systems as a service that's what   i refer to as sas not software as a service but  systems as a service and for those of you who are   working with high level in particular i show  you in the search the sas version how to sell   using the high level system so that you can get  that really nice automated recurring revenue   over time but this r4 framework you're gonna see  here is a super simple to learn framework you can   learn this in a half an hour certainly over  the course of a couple days over the weekend   and um you are using just very common language  that is understood by everybody other than that   top word right there retarget that's one that  you have to explain maybe just a little bit to   your prospect but it's incredibly important here  that you'll see that i'm using language that   everybody understands one of the biggest mistakes  that people make in selling their services   is that they use industry jargon they think it  makes them sound smart or they just don't even   realize that they're using that industry jargon  anymore just because they spend so much time   you know using that language that they don't  realize that they're using language now that the   prospect doesn't understand is totally confused  by a confused mind doesn't buy so one of the real   powers of this framework is that it's simple  to understand it's also very simple to learn   and repeat i designed this initially for my sales  people because i had a bunch of very junior sales   people guys in their mid-20s that really didn't  have any experience and certainly did not come   across as authorities to business owners and i  had to get them out of sounding like stereotypical   sales people so i had to teach them how to have  a strategic conversation with the prospects   and that's what this r4 framework was designed to  do so let me just give you an overview of it here   real quick there's obviously nuance uh to it that  you can get into in more detail but this video   will be long enough as it is so if i'm talking to  a prospect prospect says uh yeah you know we're   we're interested uh we're having some challenges  growing our business we're looking at some   marketing solutions to try and help us um what it  is what is it that you do i say good question mr   prospect that's exactly what we do we help you  know restaurants achieve rapid growth in their   business by the execution of four key marketing  systems that every business needs to grow and that   most businesses aren't even aware of or if they're  aware of they're just not executing all of them   it's our experience that if you do a really good  job with just any one or two of these four systems   you can get 25 percent growth year over year and  those businesses that you see that are executing   really well on all four of these those are the  businesses that are taking off like a rocket   ship so you might if i just walk you through  what those are real quick prospect says sure   the beauty of this i like to get up on a white  board and draw it up or do it on a cocktail napkin   or something where i can visually communicate this  and i can show them my mastery of it just by the   simple drawing right when you're able to sit down  and draw something and communicate it this simply   it shows mastery right mastery is when you can  make something complex seem very simple right   so it's great to be able to do that it really  demonstrates your authority and your expertise but   for the purposes of this presentation  this conversation here in the video i'm   just going to show you here on my screen the  base level so the first system mr prospect   is the reputation system okay as you are very  aware your reputation is absolutely critical   okay i don't need to tell you that every business  owner knows that the reputation that you have in   the marketplace is absolutely critical to your  success you've been working very hard to build   that reputation over the years but there are a  couple of things that businesses are oftentimes   unaware of one is that there are things happening  out there in the marketplace that are impacting   your reputation negatively particularly online  that you may just not be aware of and also that   you may just not be proactively doing as much  as you can to get that good reputation that   you've built out into the marketplace so that  more and more people know about it so a good   reputation marketing system is going to build and  protect and also spread the good word about that   reputation proactively in the marketplace next  is the resale systems okay as you know again   mr business owner i need to explain to you that  the customers that come back over and over again   are your most profitable customers in fact in most  businesses you're not even generating any profit   on that first sale it's only those customers that  are loyal and come back over time so we don't want   to leave that to chance we want to have systems  in place that proactively resell those customers   and bring them back over and over again into our  business so that's the resale systems the second   r in our r4 systems here the third r is reach once  we have built a solid foundation of reputation   systems and resale systems it now makes sense  for us to spend more investment to get the word   out about your business more aggressively  right because it doesn't make any sense to   advertise your business aggressively if you don't  have solid reputation systems in place first   and resale systems in place first right and  this is why advertising doesn't work for a   lot of businesses because they don't have those  systems in place so before we go and spend a lot   of money on advertising we make sure that that  foundation is in place but then it's time to get   the good word out we need to get more people  hearing about your business every single day   business follows attention so we need to get the  attention of your prospects and that's where reach   systems are or what reach systems are designed to  do is to get the word about your business out to   more and more prospects every single day and then  finally the fourth r is what we call retargeting   it's a little bit of a technical term maybe  you haven't heard of it before but i'm sure   you have experienced where you go and you visit a  business or you visit their website and then all   of a sudden you start seeing their ads all over  the place that's retargeting it's a technology   that allows us to stay in front of your prospects  and your customers over and over again over time   because the reality is that prospects typically  don't buy from you on that very first impression   okay the statistics say it's anywhere between  7 and 15 impressions before a prospect really   remembers who you are and takes action to buy from  you so we have to make sure that we are staying in   front of them over and over again over time to  give us the best chance to actually bring them   into our business and then again to bring them  into our business more times over time so these   are the four key marketing systems reputation  resell reach and retarget do those make sense   to you mr prospect and the great thing is because  we just use language that everybody understands   every single prospect that you give that pitch to  goes yeah that makes sense and and very often what   you hear is man i've never had anybody explain  to me that simply yeah that makes a ton of sense   and then they'll start asking questions like so  this is what you do you can help me with these so   it's a great simple framework to set up the sales  conversation and then again in the impact phase of   your sales conversation that we went through your  strategic sales conversation this is where you're   going to go through this r4 again and you're going  to go through it probably in a little bit more   detail to give them some insights as to how you're  going to apply these systems to their business   specifically okay that's the r4 framework it's  gold again i've been using it for about a dozen   years there are hundreds of agencies that this  is the foundation of how they sell to this day   super simple to learn super simple to communicate  super simple for your prospect to understand   which is why it's so darn valuable all right that  was the perfect sales conversation script i hope   that you can see why the r4 system has been so  incredibly valuable for me for a dozen plus years   now for the sales people that i've trained for the  hundreds of agencies that are using it effectively   and i know it will be incredibly effective  for you if you learn it and put it to use   i've got all kinds of resources down below here  for you just make sure and grab those so that   you can put it to use as quickly as possible  and effectively as possible at your business   and of course comment down below if you like  this if you have any questions let me know i   answer all of them personally please like the  video please share it with somebody that you   think could get some good value out of it and of  course please subscribe to my channel so you don't   miss any future videos thank you so much for  tuning in and we'll see you on a future video foreign