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PREDICTABLE SALES
SYSTEM
PLAYBOOK

DAY 6

Exercise 1 Do the Math

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1. Annual desired income

2. Divideby commission/profit per sale
3. Number of Sales
4. Divide by Closing Rate (Direct Mktg Assoc) 6%
5. Number of Contacts
6. Divide by number of days worked 300
7. Total Contacts per day
8. 10X Contacts per day
9. Number of contacts in a year
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Exercise 2: Example Script (with

Objections & Follow UP)
1. Greeting (one name only)
Hi, am I speaking to Mr. John from Invicta Marketing?

Hi, this Colin calling from Creative Stack.

2. Reason you are calling and Big Claim

Look, you don’t know me

But the reason I’m calling - is that my company created a system - that helps agencies like yours -
increase their sales by up to 60%.

3. Qualify the lead & create distance

To be sure I am not wasting your time let me ask:

a. Recurring problem
Are you looking to grow your agency?

b. Magic problem
Great! May I ask, who is in charge of your sales?

Uh me….
--
Great, I see...

c. Money Question
If our system could deliver at least half of what we stated, would you make some time to take a
look at our system?

d. Decision makers
Other than yourself, who would be involved in the decision-making?

4. Appointment
Would you have time for a quick call later today or tomorrow?

The Pro-Ninja Question:

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Great! Do you use google calendar?

Could you give me your best gmail address so we can book you the appointment on google
calendar?
Great.
Also if you could give us your best phone number in case anything happens so we can notify you by
sms.

5. The Magic Question

==
Is there any reason why you wouldn’t be able to show up to this meeting?
==

6. Close
Great John, it’s been a real pleasure talking to you! Will send you a google calendar invite. If you
can kindly reply back to me to make sure it’s not in spam, I would really appreciate it. And looking
forward to learning more about your business!

7. Follow Up Message
1. 24 hours before meeting - by email
2. 45 mins before meeting (ask for confirmation) - by SMS
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Exercise 2 Write your Cold Call Script

1. Greeting (one name only)
2. Reason You are calling and Big Claim
3. Qualify the lead & create distance
a. Recurring problem
b. Magic problem
c. Money Question
d. Decision makers
4. Appointment and Magic Question:
5. Close
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Homework 1: Call each other Up and

Role Play!
Ex3: The 15 min Consultancy Call Script
(Invite to Next Step)
1. Greeting
- Hi is this John? Hi John, this is Colin Whitfield, we have a short 15 min intro call
scheduled for now. Are you available?
1. Set the Agenda
- Great, John in order to respect your time, and keep it under 15 mins can I set a
small agenda for this talk?
- Great, look this is just an open minded chat at this stage.
- I want to tell you a few things about us, what we do.
- I would love to hear more about what you do.
- If there is any scope to collaborate, I will let you know, if not then it’s just a short
call and we can stay connected for future opportunities.
- Is that ok with you?
2. Your intro: Answer what’s in it for me? You need to show that you are smart,
good with money and will be of value.
- Example: We started Creative Stack in 2010, we were a software company back
then selling to the UK market to clients like the BBC, London Olympics, ESPN, Lidl,
Samsung, Bricodepot amongst others.
- Back when we started, honestly, we really sucked at selling. People would literally
be falling asleep in my meetings, because I was doing big feature heavy
presentations.
- So we added a design and marketing division .
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- We doubled every year in team size and revenue.

- In Romania, we’ve worked with clients such as Lidl, Bricodepot, Samsung, Heidi,
Caroli etc.
- Now we help software companies and agencies on how to scale their sales (shows
I’m relevant).
- That is what probably led to this call. So I am curious...
3. Ask them where they are at?
- Tell me more about you John?
- They will give you a biography.
- Be sure to ask them pain questions. E.g. How do you get new clients? Who is in
charge of sales? What systems do you use to book your clients? How long does it
take you typically to get a new client? How long do you spend doing proposals?
4. Always repeat back what they said
- Great just to summarize.
- You have 5 team members. You have these services etc. You are the one who has to
do sales and takes you a very very long time.
- You get your business mainly through referrals, so you don’t have much
predictability in your sales.
- Great now, let me ask you a question John.
5. The Future Pacing Question:
- In 12 months from now John, if you were looking back and said, man I had a great
year. And you didn’t have to worry about the limitations of growing a company,
like finding good people or finding good clients.
- What would your company look like in terms of team size, locations, products,
services or clients?
- What’s the vision for your company John?
- If they don’t tell you the vision, or they don’t know, as them to guess.
- Well, how would you like the company to look like John, what’s your vision?
- Well when you first started, what kind of company did you imagine having?
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6. Always repeat back what they said

- Great just to summarize.
- You have 5 team members. You have these services etc.
- You want to get to 10 employees and build a product.
7. The Obstacle Question
- So question John, what are the biggest obstacles stopping you from getting
there?
8. Always repeat back what they said
- Great just to summarize.
- You have 5 team members. You have these services etc. You want to get to 10
employees and build a product. Your biggest obstacle is you have no visibility and
no sales.
- Is this an accurate summary?
9. Ask for Permission to Offer Solution
Great based on what you told me, I will offer you a couple of unique insights based on my
experience, if it resonates with you then I will let you know what a next step might look
like. If not, we can hang up now and stay in contact for future opportunities - is this ok?
(you create distance here).
10. Solution
- Here it’s should be very casual, very matter of fact, and all you have to do is repeat back
the pain points he described to you in the obstacles section, and fit it into your produce /
service needs.
- We have a training program, specifically for agency / software company owners,
who all have the same problem. They don’t yet have a predictable and scalable
sales system.
- It takes 6 weeks, it costs 1000 euros per person, in the first 3 weeks, we help you
put together a predictable sales system, and show you how to position as an
Authority so you can have more visibility. In the last 3 weeks it’s all about coaching
through the system to get a result.
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- Typical results are that most clients end up x2, x3 or x10 their sales in a short
period of time 12-18months (LBRN).
- However, my guarantee is simple, if you can’t make back the cost of investment in 6
weeks, then ask for your money back (shows certainty).
11. Next Step Invite
- So if this sounds interesting John, let me tell you about the next step.
- We have a free masterclass running every Thur, between 6:30 and 7:30 pm, it lasts
1 hour, it’s on google hangouts so you can watch from the comfort of your home or
office.
- In it I will cover the strategy, the process and what our service means.
- My guarantee here is simple also, even if you don’t become our client, which I will
tell you upfront, my intention is for you to become our client.
- I know that there are at least 1-2 good ideas, that if you applied straight away in
your business, it will make a big difference.
- So what do you say John? Would you like me to send you invite for Thursday?
12. Confirm Invite
- Great John, so do me a favor, I will send you the invite, please confirm to me it’s not
in spam and that you RSVP your seat. They get filled up quickly as we don’t do
bigger than 5 people at a time (so I can spend more time with you).
- P.s. Always, always send a text message asking them to confirm after speaking to
them within (1 minute of hanging up). Add them to the google hangout link for
the masterclass.
13. Thank them for their time
- John, it’s been 1 minute over our 15 mins, but hopefully it was of value to you. I
want to thank you sincerely for your time, as I know how valuable time is in this
business. Looking forward to seeing you next X to spend more time together.
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Ex3. Write 15 min Consultation Call

1. Set Agenda
2. Build Credibility
3. Tell me about your current status
4. In 12 months from now, what’s your vision?
5. What are the biggest obstacles?
6. What we offer
7. Invite to next step

Homework 3: Do Role Play

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Ex 4: Sales Consultation Script

(Close them on the Call)
Objectives
- Objective is to get a clear decision Yes or No (this is the best for everyone)
- 95% of meetings don’t end in a decision
- Need to avoid follow ups that aren’t productive - so we need a clear decision
- If it ends in a Yes or No - it doesn’t matter (we don’t want to hear maybe)
- We want the prospect to have clarity also

Mindset
- Most important is your Mindset - TO SERVE your clients to make a good decision.
- They need to demonstrate to use that they are a good fit also
- Remember the ideal mindset of detachment, and service

Based on The Dan Sullivan Question (Consultative approach)

- If we were having this conversation 18 months from now: what would have to
happen in your life both personally and professionally for you to feel happy with
your progress?
- What are they going to miss out in their life, if they don’t use your services?

Have to bring it into the personal - this is the most important aspect
- If you can’t help them luminate their pain, and relate that to your solution and offer.
You aren’t going to make the sale.
- Need to keep PROBING! Like a doctor, he doesn't just give you a prescription, he
twists your knee, presses on the area it hurts - until he gets a clear sign.
- Otherwise, you wouldn’t accept the treatment (or surgery).

Structure
1. Set the Agenda
2. Find out where they are at?
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3. Where they want to be? (The Dan Sullivan Question)

4. What’s stopping you from getting there?
5. Offer you a solution, if I have some solutions - we can talk about them
6. Answer any questions at that point. (We want to them to know they have a time)
7. The offer (yes or no)

1. Greeting
- Hi is this John? Hi John, this is Colin Whitfield, we have a short 15 min intro call
scheduled for now. Are you available?
2. Set the Agenda
- Great, John in order to respect your time, and keep it under 15 mins can I set a
small agenda for this talk?
- Great, look this is just an open minded chat at this stage.
- I want to tell you a few things about us, what we do.
- I would love to hear more about what you do.
- If I feel we can genuinely help you, I will offer you a couple of solutions and we can
talk about them.
- If you have any questions I would happy to answer any of them and if it seems like a
good fit for us and it seems like a good fit for you, and it seems like there is the
possibility of a relationship - we can discuss how we can move forward - and we will
decide together if its right for both of us.
- Does that sound ok to you?
3. Your intro: Answer what’s in it for me? You need to show that you are smart,
good with money and will be of value.
- Example: Ok great John. So a little about us.
- We started Creative Stack in 2010, we were a software company back then selling
to the UK market to clients like the BBC, London Olympics, ESPN, Lidl, Samsung,
Bricodepot amongst others.
- Back when we started, honestly, we really sucked at selling. People would literally
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be falling asleep in my meetings, because I was doing big feature heavy

presentations.
- So we added a design and marketing division .
- We doubled every year in team size and revenue.
- In Romania, we’ve worked with clients such as Lidl, Bricodepot, Samsung, Heidi,
Caroli etc.
- Now we help software companies and agencies on how to scale their sales (shows
I’m relevant).
- That is what probably led to this call. So I am curious...

3. Find out where they are at? (Find their pain points)
- I’ve checked out your website, but obviously don’t know so much about you.
- Talk to me about where you are currently?
- They will usually give you a biographical, but you need to dig into the pain points,
where are they struggling. Make it clear.
- I appreciate you reached out, why specifically did you respond to my message on
LinkedIN?
- You need to dig into the emotional impact of that.
- Prospect: I want to increase the Dental Implant side of the business.
- Why do you want to do that?
- We do a lot of general dentistry work, and it’s hard work - not high revenue. In dental
implant there is a lot more money and don’t have time
- Why is that important for you right now to gain more time and make more money?
- Well I spend a lot of time honestly, for not a lot of profit. I really would like to have more
spare time.
- I totally understand you. What do you need more time for specifically?
- Well honestly, my kids are growing up now and would love to spend more time with
them.
- I totally feel you. How much time are you spending with your family right now?
- Honestly, I am out the door at 8am and back at 9pm.
- Ah man, I personally don’t have kids, what’s that like then?
- Honestly, I need to keep them in school and provide for their university, but i would love
to spend more time.
- Ok how much extra time are you looking to spend with them?
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- I would love to come home at 6pm.

3. Where they want to be? (The Dan Sullivan Question)

- Now that I understood your business. (Repeat back to them.)
- You have a more profitable product that is not hitting the market place. You have a less
profitable product that is taking up a lot of your time, and if you can move into a more
profitable product, it would have a positive impact to your family life.
- Ok, so let’s assume hypothetically that we work together - and its 18 months,
what would have to happen in your personal life and your business for you to feel
happy with your progress?

4. Find out what is stopping them from getting there.

- That’s great; so Quick summary again; Here is where you are at. Here is where
you would like to be.
- You have some vision as to where you want to go, and you know this is what you want to
do. But but obviously there are some stuff stopping you, otherwise you would have done
it already. So what are the obstacles stopping you from getting there?

5. Offer a solution
- Summarize back to make sure that you understand.
- This is what i understand - is that accurate? (Getting them to agree to your diagnosis).
- Based on what you told me, you are going to need a systematic organized way to
generate all of the dental implant cases that you need.
- ANd you need a system that is reliable, predictable and sustainable.
- And if you want to manage your level of lifestyle that you want, you can ramp it up or
down as you need.
- How does that sound?
- Based on our experience, this is the solution that you need in your business based on
what you’ve told me. Does that sound like something that you would work in your
business.
- Do you have any questions for me?

6. Answer all their questions

- Keep it high level. Don't’ get into specific technical details.
- Answer the questions based on outcomes.
- E.g. How do you do that? Do you use adwords?
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- Adwords is a tool that we use to do that. BUt the outcome is that you will get
reliable, predictable and sustainable flow of business. ANd if don’t properly, its cost
effective. You can turn it up and down when you need. If you need to go on a
vacation, we can turn it down.
- Don’t talk in terms of features. This will cost us the sale 100%
- Keep asking them if they have any more questions. (You want to answer all
objections).

7. The Offer (yes or no)

- This is going to be very low key, very matter of fact, no big deal.
- Based on what you told me, what we got to offer you, would be perfect for you.
- We can put a system that can generate all the leads you need, you can turn it up or down
when you need to, it’s very cost effective. Is that something you would like to hear more
about? (Get their permission). (We dont’ talk about adwords, or linkedIN)
- It’s a turnkey solution, we just need a little bit of information and you don't’ need to
spend anymore time, or hassle. It won't bring any stress on you or your staff.
- We will manage it all for you. Is that something that is interesting for you?
- PRICE COMES UP
- So let me ask you a question, what increase revenue do you want on a monthly basis?
- If they say 50k/month.
- Well that’s very realistic.
- Here’s the thing. We are looking at a 10 to 1 return on investment.
- Does that sound like a reasonable deal to you? $10 for every $1 spent?
- Based on your revenue goal, and 10 to 1 - we are looking at a $5000 INVESTMENT per
month. Does that make sense?
- If he says can we start a bit smaller?
- What would be more comfortable for you? Is $30,000 good for you? That would be a
monthly investment of $3,000.
- It’s important that you relate your fee always to the outcome.

Encourage a fast decision (setup fee)

- You say does it sound good, would you like to get started?
- Ask them, does this sounds good, would you like to know more about the fee structure?
- Here is how it works.
- It’s a 3k monthly investment, divided by the ads and mng fee.
- You place your card with Google, and we charge you secondly for the mng fee. The other
part goes to google.
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- The reason is that it’s better for tax and accounting.

- And we charge the mng fee on a monthly basis.
- There is one other fee, a one time setup fee of $3,000 - (usually make it similar to the
mng fee).
- But if you were interested in this, this is something you wanted to move forward with
today, and you were willing to move forward with this today. i could wave that fee - Is
this something you want to move forward with it today?
- If they say they cant make a decision today
- Say that’s more than fine - if you come back tomorrow / or in a week, there will be a
one time setup fee (it’s just the way it is, very matter of fact).
- If someone tells you the setup fee is fine, but they need time - they are telling you there
are not interested and you dont want to waste any more time.

If they say you are forcing me

- If you come tomorrow, you will get this at a really great price. But if you today, I’m
just giving you an opportunity to get it at a better rate.

If they say they are happy to go ahead.

- Then send them the invoice. Don’t send them a proposal. Stay on the phone with
them more.
- What you are trying to do, is to become the trusted adviser that helps them to
make a decision.
- Dont’ get hung up on all this, as long as you are approaching this from a trust
position.
- When you offer to wave the setup fee, and they say they think about it - You got to
NOT care at that point.

Don’t get attached to the outcome

- If you think that the person’s interested and you don’t want to force the sale - you
will lose the sale.
- By forcing the decision, you are helping them.
- If you are not hearing NO’s you are not hearing Yes’s. Maybe 1 in 10, but you’ve
blown a number of sales to get there.
- Don’t get attached to the outcome.
- Don’t allow them off the call without a decision. You are not doing them a service
by allowing them to be undecided. You’ve become attached to the outcome.
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Homework 4: Create Your Sales

Script and Role Play

Support Recordings.
- Check out recordings for support and guidance.
- https://drive.google.com/drive/folders/
10_JUip1Bbk1H5oR66yhJURCmwutYrQoe?usp=sharing