Sales Script​ (Plug & Play) 

Things to keep in mind: 

 
This script should become your bible for the next few weeks. If you don’t print this 
script out, it tells me everything I need to know about how serious you are about this 
process. 
 
You should know this script off by heart, easily. You will get to a point in your agency 
journey that you no longer need a script and can simply use the 4 phase framework 
I’ve taught you how to use. 
 
--------------------------------------------------------------------------------------------------------------- 
 
- General chat for a few minutes 
- Crack some jokes, lighten the mood 
- Don’t make this part longer than 2-3 minutes 
 
--------------------------------------------------------------------------------------------------------------- 
 
Phase 1: ​Digging Phase 
 
So, let’s get straight into it. I’m a pretty straight forward person, so 
this is how my discovery meetings always go. I’ll ask you a few 
questions, see if you’re the right fit to work with our agency and if 
you are then I’ll show you how we can help you and from there it’ll 
be a simple yes or no from you. Does that sound good? 
 
This is all about setting the right tone from moment one. Some key points is 
that you tell them ‘this is how my discovery meetings always go’ implying 
that you have them often. You’re also saying that you’ll see if they’re the right 
fit to work with YOU. Lastly, you’re pre-framing that at the end it’ll either be a 
yes or no.  
 
Chris, you took the time out of your busy schedule today to have 
this meeting with me. Why is that? 
 
You’re pointing out the obvious here, that the prospect is indeed super busy 
yet decided to meet with you. This must be because they do have intent on 
working with you or at least are open to the idea.  
 
Sales Script​ (Plug & Play) 

Great, so could you tell me a little more about what your current 
marketing strategy looks like? 
 
This is actually a trick question. We don’t care about their digital marketing 
strategy and they don’t need one. It’s not like we’re going to create one for 
our clients. All this does is it creates a sense of FOMO. It makes them feel like 
they’re missing something big. 
 
Okay, so what’s the current process of taking a stranger and 
turning them into a customer? 
 
This is genuine intel because this’ll help us get some more background info 
on any other marketing spend they might have right now and where that’s 
being allocated to. This also gives you some context as to whether they get a 
lot of organic customer, word of mouth, strategic partnership, or anything 
else. 
 
Awesome, I’m going to ask you some more specific questions now 
so I can understand where your business is at and where you think 
we can get it to in 12 months time. Does that sound good? 
 
You’re about to start asking some questions that make a lot of business 
owners out there VERY uncomfortable. That’s why it’s best to get compliance 
from them first.  
 
What is your current monthly revenue? 
 
Pretty self explanatory. They might have some resistance to telling you. If they 
do, compare yourself to a tax advisor - A service provider that will make them 
money, but needs transparency and metrics in order to do so. 
 
Where do you want to get your monthly revenue to in 12 months? 
 
You’re future pacing and starting to assign a real number to where they 
could be in 12 months from now. This is very powerful. This also gives you 
context as to whether they’re being naive or maybe too pessimistic. 
 
 
 
Sales Script​ (Plug & Play) 

This gives me a lot of context, thank you for that! Now, in order for 
me to know how much money I’m making you, we have to figure 
out the lifetime value of a customer. I have a calculator that we can 
use to figure it out. 
 
If the client you’re talking to is Ecomm or Info Product you can just ignore 
this. At this point, you’re going to pull out the LTV calculator either in person 
or by sharing your screen on Zoom. You’ll use this to find out the LTV of a 
customer by also taking into consideration COGs. 
 
So Chris, if I bring you 1 new customer that’s worth ‘x’ to you 
business using the same numbers you just told me. Agreed? 
 
This part is really just to validate the fact that you didn’t make these numbers 
up. They come directly from the business owners themselves.  
 
--------------------------------------------------------------------------------------------------------------- 
 
Phase 2: ​Emotional Buy In 
 
1. Let’s shift gears real quick because Chris you’re quite clearly a very 
successful business owner so why do you even want to go from ‘x’ 
to ‘x’? And don’t say ‘because I want to grow my business or make 
money’ - what’s the reason behind it? 
 
This is where we move into the emotional buy in section. This section is brief 
and we almost have to be a little sneaky in the way that we sneak this into 
conversation. I’ve found business owners don’t respond well to emotional 
questions so we start by brushing their egos and then we ask the question 
we want an answer to. 
 
2. Instructions: KEEP DIGGING 
 
I can’t give you an exact script because every client is different, but you want 
to ask 1-3 follow up questions relating to what they just told you about why 
they want to grow their business. Ask ‘why’ or ‘what would that mean to you?’ 
and the KEY is don’t make it look like it’s part of the sales process, you’re just 
genuinely curious yourself about it.  
 
 
Sales Script​ (Plug & Play) 

Phase 3: L
​ ogic Phase 
 
1. So as we already established, you’re trying to get from ‘x’ to ‘x’ - 
would you agree that marketing & getting more leads to your 
business is how we’re going to make that happen? 
 
The business owner has to deal with many different aspects of the business, 
so once again we want to make it a no brainer that marketing is the way to 
do that.  
 
2. Great, so here are your options. You could run a billboard ad, 
zero feedback or sign of ROI. You could run a TV ad, zero 
feedback or sign of ROI. You could hand out flyers, zero 
feedback or sign of ROI. You could do any of those, or you 
could use Facebook Ads where you know exactly how much is 
spent, how many leads are brought from that and ultimately 
how much money is made from it. Would you agree that’s the 
better option? 
 
Once again, you want to polarise all other marketing mediums. If you’re 
offering a different service then obviously swap it out for paid traffic.  
 
3. So let me quickly explain to you how I get results for clients 
using Facebook Ads. First we need to start with an offer or 
freebie to draw them in. Some people will take that free offer 
and never become a customer, but some will become a paying 
customer with an average LTV of. We pay to acquire a 
customer, but they’re worth a lot more to you in the long run. 
Let me run you through an offer I suggest you run and the 
numbers behind the campaign. 
 
This is really where you break down the math and numbers behind the 
campaign. WRITE THIS OUT. It’s important that the client can see the 
exact formula for results. I’ll show you the example we’ve used 
previously in an earlier module on how to price your services: 
 
 
Sales Script​ (Plug & Play) 

 
Offer: F
​ ree teeth cleaning 
 
Offer —> Customer % = ​10% 
 
CPL = $ ​ 10/per lead  
 
Show Up Rate = ​50% 
 
CPSU = $ ​ 20/per show up 
 
$20 x 10 = ​$200 per customer 
 
CPA = ​$200  
 
Gross LTV of customer = $ ​ 2,400 
 
4. For every $200 I spend, I’ll be making you $2,400. This is why it’s 
such a no brainer. Is this something you’d like to move forward 
with? 
 
Our only service we run for clients is Google & Facebook ads. This is why the 
script is framed for that. Basically everything up until Phase 3 questions 3 & 4 
is all interchangeable no matter what niche you’re in. If you don’t offer paid 
traffic, obviously switch out Q3 & Q4 for your own way to frame the service as 
an absolute no brainer.  
 
Once the client says ‘yes’ then you can move into phase 4. 
 
 
 
 
 
 
 
 
 
 
Sales Script​ (Plug & Play) 

Phase 4: ​Close 
 
1. My service fee for all of this is only ‘x’ + ad spend 
 
Once you state the price, DO NOT say anything else or try to justify it. I told 
you this earlier, silence is one of the biggest signs that you’re comfortable and 
confident in yourself.  
 
2. Logistics & Objections 
 
Either the client is going to say ‘great’ or ‘let’s do it’ in which case just skip to 
the next point. If they have more logistical questions or some objections, then 
use the objection handling PNP (Covered in the next module). 
 
3. Get Payment - ‘Great, so the next step is to settle the invoice so we 
can get started running your ads & get started making you money 
ASAP. Can you give me your business name, registered address & 
VAT if applicable.’  
 
Once you’ve gotten the green light from the client and they want to move 
forward, you secure payment IMMEDIATELY. I cannot stress this enough, if 
you leave that meeting whether it’s physical or remote and they haven’t paid 
the invoice… your chance of signing them has gone down by 70-90%.  
 
Some people like to actually take their client’s card details and then bill them. 
I don’t like to do this… instead I’d rather just send them the invoice and they 
can pay with card there and then on the spot. Point is, they pay the invoice 
immediately and they type in their own card details. Sometimes on stripe 
you’ll get a ‘do not honor’ which means their bank declined the payment. You 
tell them to call their bank and just mute themselves. 
 
4. On-Board & End 
 
Once payment is made, you can take a sigh of relief. They’re now OFFICIALLY 
a client. Send them the on-boarding link and explain that in the space of 
60-90 minutes they’ll be entirely onboarded. Then just wait for a notification 
that they booked in their strategy session and you’re done!