Sales Call Structure -- Netmore Marketing

Section 1

Core Philosophy

Sales is service. Diagnose, then prescribe. Never pitch.

Execution-first. "I drive revenue growth. I run ads that work, write copy that converts, build funnels that close, and fix what's broken. My intelligence system makes me better at it than anyone else, but the client is buying results, not a system."

I own the whole conversion mechanism and the weekly math. Not "I'll run your ads." I architect the pipeline from ad to cash, diagnose the choke point every week, and move the one metric that unlocks revenue. Most agencies sell channels. I sell the system, the inputs, and the accountability loop.

Confidence comes from the plan, not the promise. Show the 90-day war plan, the breakeven math, and the risk controls. Engineering certainty, not pressuring for faith.

The certainty equation. Every sale is a transfer of certainty. The prospect starts uncertain. My job is to make the decision feel safe through expertise demonstrated (not claimed), proof specific to their situation, a clear process, and risk mitigation that addresses their specific fears. The sale happens when certainty exceeds fear.

Section 2

Pre-Call Preparation

Research the prospect invisibly

The intelligence system is the source of specificity, but the prospect never hears about it. They just experience a strategist who's weirdly prepared.

Scan their website, ad accounts (if visible), social presence, reviews
Know their AOV, margins, close rate, sales cycle if discoverable
Identify 1-2 specific problems you can name on the call
Prepare one micro-proof that matches their situation

Between-call assets ready before the call starts

Case study one-pager (PFC: $50K/mo to $350K/mo, or Athay momentum)
Engagement overview (week-by-week first 30 days)
These deploy ONLY if the call goes to the two-call path

Selfie video script

After booking but before the call, send a 30-45 second selfie:

"Hey [name], saw you booked for [day]. Based on [something specific about their business], I'm going to show you how we hit breakeven in [X] weeks. Watch this before we talk: [link to engagement overview or case study]."

Section 3

The Qualifying Opener

State price upfront. Filter tire-kickers before investing time in the plan.

"Appreciate you making time. Quick heads up so we don't waste each other's time -- this engagement runs about $7,500 a month plus ad spend. If I can show you why that makes sense for where you're at, cool to walk through the plan?"

If they balk at the number, you just saved 45 minutes. If they stay, they've already accepted the price range and the rest of the call is justification.

"My goal is simple: get signal fast. I'll ask a few targeted questions, show you a plan if there's a fit, and you can tell me if I'm off. Fair?"

"No pitch if there's no fit. Deal?"

Two micro-commitments ("Fair?" / "Deal?") before any real questions. Lowers armor, creates forward momentum.

Section 4

Discovery -- Constrained Diagnostics

The transparency question (ask early)

"Before we dive in -- what's made you skeptical about agencies or marketing partners? I'd rather know now than find out later."

People reveal the real wound when you invite it head-on. Whatever they say tells you exactly how to frame the rest of the conversation.

Constrained questions (not open-ended discovery)

Question	What It Reveals
"What's the one metric you can't look at without wincing right now?"	Their #1 pain -- the thing you'll solve first
"Where does money die in your business -- funnel, traffic, or sales handoff?"	Where to focus the 90-day plan
"If we fixed one choke point in 30 days, which would change cash fastest?"	Their priority, in their words
"What's the target in the next 90 days?"	The goal the breakeven math anchors to

Constrained questions force specificity. "Tell me about your business" gets guarded answers. "What's the ONE metric that frustrates you most?" gets the truth.

When they dodge -- mirror and label

"So it sounds like it's not creative or volume, it's conversion after first touch. Like you don't trust the follow-up to monetize the traffic. Accurate?"

They either correct you with the truth or confirm and go deeper. Either way, you get the real answer.

Energy matching applies. If they're short and direct, be short and direct. If they give detailed answers, meet them there. Don't force a 45-minute discovery on someone who gave you everything in 3 sentences.

Section 5

Diagnosis + Micro-Proof

Reflect back what you heard

"Here's what I'm hearing: you've got [traffic/leads/demand] but [specific leakage point]. Your [metric] is at [X] and you want it at [Y]. The bottleneck is [specific choke point]. Accurate?"

Get confirmation before prescribing. This is the 1CC transition -- demonstrate you listened.

One micro-proof matched to their situation

"When I solved that exact problem for a contractor doing $50K/month, we hit breakeven in 6 weeks by [specific tactic -- rebuilt the call funnel, tightened the reminder stack, rewrote the ad hooks]. Your numbers look similar."

NOT a portfolio walkthrough. ONE example, matched to THEIR problem, with a specific number.

Turn the call into collaboration

"Want me to pressure test that against your numbers? If your AOV is [X] and your close rate is [Y], I can show you exactly how the math works."

Once they're looking at their own numbers with you, you're already working together. The call stops being a sales call and becomes a working session.

If screen-sharing is possible: Run a live diagnostic on their ad account, funnel, or analytics. The prospect watches you work. This is the ultimate trust accelerator for burned buyers.

Section 6

The 90-Day War Plan

Present week-by-week milestones on the call. This is what separates you from every agency that says "we'll run your ads."

Week 1

Discovery + audit + Growth Engine Map. I'll Loom you a walkthrough of everything I find. You'll know exactly where the leaks are.

Week 2

First campaigns live. Daily updates via Slack. Leading indicators tracked: CTR, cost per lead, landing page conversion, show rate. If something drags, I swap creative within 72 hours.

Week 3

First bottleneck identified and killed. You'll see clear before/after numbers with 2-3 specific changes. Not theory -- data.

Week 4

Breakeven math with your real numbers. Sprint plan for month 2. We'll know exactly which lever to push next and how much budget to allocate.

If-this-then-that pivots

"If traffic converts but show rate is low, I tighten the reminder stack and fix the first-response SLA. If traffic doesn't convert, I rotate hooks and test new angles. If the page converts but leads don't close, I look at offer clarity and sales handoff. Every scenario has a response."

Name the burn window explicitly

"Weeks 1-3 are build and launch. You'll see leading indicators moving, but not revenue yet. I want you to know that upfront so there's no surprise. Week 4 is when we tie it all together with real payback math."

Clients who hear this don't panic at day 14. Clients who don't hear it start doubting.

Section 7

Breakeven Math

Model using THEIR numbers. The prospect convinces themselves.

"Your average [deal/job/booking] is $[X]. Your margin is roughly [Y]%. At $7,500/month, I need to generate [N] incremental [deals] to cover my fee. Based on what I'm seeing in your funnel, here's how we get there by week 6."

Show the inputs you control

Current CPL → target CPL (based on ad improvements)
Current show rate → target show rate (based on reminder stack)
Current close rate → maintained or improved (based on offer clarity)
Incremental deals = (more leads) x (better show rate) x (same close rate)

Breakeven in WEEKS, not months. "4 incremental deals covers my fee" is more persuasive than "12-month ROI projection."

Leading indicators in first 21-30 days prove trajectory before revenue moves. If CTR doubles and CPL halves in week 2, the prospect can see where this is going.

Section 8

Binary Packaging + Close

Present ONE recommendation. Anchor high.

"Based on what you've told me, here's what I'd recommend. Full deployment -- I run your ads, build the funnels, write the copy, manage the campaigns, and diagnose the bottleneck every week. $7,500 a month plus ad spend. We start Monday."

Justify with the plan, the math, and the proof. Don't repeat the whole call -- reference the three things that landed: "We agreed the choke point is [X], the math shows breakeven at [N] deals, and you saw how I fixed that exact problem for [micro-proof client]."

Drop-sell available (don't present unless needed)

"If you want to start tighter, I can focus on [one or two channels] at $5,000 a month. We prove the math on one lever first, then expand when CAC hits target."

Never present both side by side as a menu. Show the recommendation. Drop-sell only if they push back on price or scope.

Risk controls (state explicitly)

Ad spend stays in your accounts. You own the assets. Always.
Cancel anytime with 30-day notice. No long contracts. The results keep you, not a signature.
Performance comp tied to leading indicators I control -- CPL, show rate, CTR. Skin in the game without gambling on things I don't own.
Weekly reporting. You'll see the math every week. No mystery.

Direct close

"If you're in, I'll send the agreement and onboarding doc tonight. We start Week 1 on [specific day]. Card or ACH?"

Move from price to logistics. Don't pause for a reaction. The assumptive close creates momentum.

Section 9

The Fork -- One-Call vs. Two-Call

Never PLAN for two calls. Plan for one. Have the two-call structure ready to deploy the moment you hear the signal.

One-Call Close Signals

Warm referral -- trust pre-established through the introducer
Upwork prospect who watched the video pitch -- already in buying mode
Decisive operator who knows their numbers and moves fast
Prospect says "what does it cost and when can we start?"
After breakeven math, they nod and ask about logistics

Two-Call Signals

Burned buyer: "I've been through 3 agencies"
"I need to check with my partner/team"
They need time to sit with the breakeven math
Certainty isn't there yet -- you can feel hesitation
Complex decision with multiple stakeholders

Between-Call Deployment (24-48 hours)

End call one with:

"Let's reconvene in 24-48 hours. Between now and then, I'm sending you a one-page case study, the week-by-week plan, and a quick video addressing [their specific concern]. On the next call we finalize scope and set the start date. Fair?"

Send within 4 hours

One-page case study (PFC or Athay momentum) -- the between-call workhorse
Selfie video (30-45 seconds) addressing their stated concern
Engagement overview (week-by-week first 30 days, can be a Loom)

Call Two Structure

Fast. No re-discovery.

"Quick recap: you want [X] by [Y], biggest constraints are [A and B], and we're addressing it with [the plan]. Anything I missed?"

Then: binary packaging, breakeven math reference, one more proof point, direct close. 15-20 minutes max.

Section 10

"Let Me Think About It" Protocol

"Let me think about it" means you missed a belief gap. Don't chase. Isolate, set a window, surface the real objection.

Step 1 -- Isolate

"Totally fine. Quick sanity check so I don't follow up like a clown. Is this a timing thing, a cash-flow thing, or you're not convinced the payback window is real with me?"

Step 2 -- Binary test

"If we solved that one concern right now, would you move forward today?"

Then shut up. Let them answer.

Step 3 -- If they give fluff, label it

"Sounds like it's not price, it's confidence in the first 45 days. Want me to map the week-by-week so you can decide yes or no right now?"

Step 4 -- If they still stall, set a decision window

"Let's both commit to a 10-day window, yes or no. I'll send you the plan, the math, and 3 relevant case snippets. Pick a follow-up slot now. If we miss the window, no hard feelings and I close your file."

Follow-Up Sequence (NOT zombie check-ins)

Every touch delivers value. No "just checking in."

Same day: Recap email with custom breakeven math + call recording clip timestamps
Days 2-5: Three case snippets matching their situation + 2-3 min selfie video answering their stated objection + one-pager with milestones for first 30 days
Retargeting: Run ads to their account only with proof clips and near-peer wins

If they go dark

"Hey [name], wondering where we lost you. Any feedback would help me tighten the plan."

This reactivates real buyers and gets truth from non-buyers. Both outcomes are useful.

Decision rule: Deal isn't dead until they say "no," miss the 10-day window, or show misfit signals.

Section 11

Objection Handling

"That's a big retainer"

Price is never the real objection at $3-10M. It's confidence in the payback window.

"I hear you. Let me show you the math. Your average [deal] is $[X]. At $7,500/month, I need [N] incremental deals to cover my fee. Based on what we talked about, here's how we get there by week 6. If the math doesn't work, I'll tell you."

"I've been burned by 2-3 agencies"

More math, more proof, more transparency. Engineer certainty, don't pressure for faith.

"I'd be skeptical too. Tell me what went wrong with the last agency. I'll show you exactly how my process prevents that."

Then: screen-share diagnostics if possible, call out specific failure points, show the week-by-week with if-then pivots, keep spend in their accounts, performance comp on what you control.

"Is this just AI?"

The surgeon response:

"Is a surgery performed with the Da Vinci system 'just robotics'? The surgeon makes every decision -- where to cut, how much, when to stop. The robotic system gives precision that human hands can't match. I do the same thing. I make every strategic decision. My system gives me capabilities no human has alone. The combination is what makes this work."

Then: show a real output. "Does this look like AI slop to you?"

"Can't I just use ChatGPT?"

"You could analyze a single campaign in ChatGPT right now. What you can't do is build a system that runs every day, remembers patterns across months of data, evaluates against your custom framework, and produces actionable output your team can use tomorrow morning. That's not a prompt. That's architecture."

"Let me check with my partner"

"Makes total sense. What specific questions would they have? I'm happy to include them on a follow-up call so I can address concerns directly."

"I want to wait until [future time]"

Cost of Inaction:

"Every month without a system, your competitors are getting smarter about their customers while you're still guessing. The gap widens. What specifically about [future time] makes it better?"

Section 12

Post-Close First 72 Hours

Velocity is the trust-builder. Move fast.

Same day

Agreement signed + Stripe/ACH processed
Onboarding doc sent (access checklist, what to prepare, what to expect)
Slack or Telegram channel created

Day 1

Ad account admin access confirmed
CRM/GHL access confirmed
Week 1 kickoff session calendared
Google Drive shared folder created

Day 2-3

First Loom: initial findings from account audit ("here's what I see and here's what we're fixing first")
Daily updates begin

Day 5

Avatar Workshop or Growth Engine Map session (the strategic foundation)
First campaign briefs in progress

Day 10

First morning brief delivered
"The system is running. Here's what it found."

Section 13

Between-Call Assets Checklist

Assets to have BUILT and READY before any sales call:

Asset	Format	Purpose
PFC case study	One-pager (problem, mechanism, result, screenshot)	Between-call proof. Textable.
Athay momentum case study	One-pager (leading indicator deltas, mechanism, cash proof)	Living case study, updates biweekly
Engagement overview	Loom or one-pager (week-by-week first 30 days)	Answers "what does this look like?"
Selfie video template	30-45 second script, personalized per prospect	Post-booking + between-call trust builder
Breakeven calculator	Mental math or simple spreadsheet	AOV x margin x incremental deals = payback timeline

Status: PFC one-pager and Athay momentum case study are the two highest-priority builds. Everything else can be created as needed.

Quick Access

Pricing Reference

Tier	Monthly	What's Included	Present When
Core	$7,500 + ad spend	Full execution: ads, funnels, copy, campaigns, weekly bottleneck diagnosis, daily intelligence output	Default recommendation
Lighter scope	$5,000 + ad spend	Focused on 1-2 channels/levers, prove the math first, expand when CAC hits target	Drop-sell if Core meets resistance
Strategic	$12,500-15,000 + ad spend	Everything in Core + business-level strategy (pricing, hiring, expansion, offer architecture)	$300K+/mo businesses, multiple channels, complex architecture
Rev share	+ 10% net attributed, fee deducted	Kicks in above breakeven ($75K net at Core). Attribution rules in writing before launch.	Optional, presented as confidence signal