Instantly.ai – $1M+ Cold Email Sales Process We Used To Grow Our Agency
This is going to be the highest ROI guide you’ll read (if you implement it).
This is what our Slack notifications looked like while using this system.
You can have all the tools and a good service, but if you can’t sell your services in a scalable way, you’re not going to make progress and just burn yourself out.
I learned this system from a sales company that was making over $1M monthly with this exact strategy.
I became one of the top salesmen and closed over $100K/mo for them.
Then I implemented the exact same system for our Lead Gen Agency and grew it to $50K/MRR. The only reason we didn’t grow it further was because we wanted to focus 100% on Instantly.
This sales process straight up works. But it’s not going to be easy.
This is “get rich the hard way” by actually doing the work. If this scares you, feel free to go back to scrolling Twitter.
That’s one of the main reasons why it works, because if 90% of people aren’t willing to set up this system and you are – you have a huge advantage.
Closing cold leads takes much more energy than closing referrals – but once you master it you’ll never go hungry. You’ll have the skills from reaching out to closing high-ticket deals.
Having a sales system also makes it scalable. Once you’ve set everything up for yourself I’m going to show you how you can hire a commission-only remote sales team and take yourself out of the sales process.
Let’s get started.
PS: Here’s a Youtube Playlist with 17 videos about everything in this document & more:
https://www.youtube.com/playlist?list=PLyn3P_Bl8i2Gn0ac7blKhfLrZ6qz9BAuD
If you find it helpful, I would appreciate it if you subscribe to our channel so I have more motivation to keep these free guides coming 🙂
Turning Interested Leads Into Meetings
How to use Incentive-based Pricing
Post-Demo Email Recap Template
Marketing Assets & Content Creation
Scaling & Building A Commission Only Remote Sales Team
Commission Structure & Projections
Sales Rep Management & Tracking Sheet
High-Level Overview + Video
Sales process is everything that happens from reaching out to the prospect to turning them into a client.
Here’s the Sales process Audit document I created which has a good overview of what we’re going to be covering:
Instantly.ai Salesprocess Audit Checklist
I also recorded a video where I explain each of the segments in more detail
Watch It Here
Before We Get Started
You’re only going to get good at sales if you do a lot of sales calls.
So first off you need to build an outreach engine to fill your pipeline with leads.
When starting out – do everything you can to get at least 1 sales call a day. Then keep improving and optimizing your sales process based on the feedback you’re getting from the calls.
This is our step-by-step guide we used in our agency to book 1-10 meetings daily:
Instantly – How To Send 1000 Cold Emails A Day With 50%+ Open Rate
Set this up first and then start working on your sales process.
Remember that outreach and sales has a 1-2 month lag. All the accounts and campaigns you set up today will start getting you meetings in 2-4 weeks and those meetings are going to close in another 1-4 weeks after that.
Once the ball is rolling it gets much easier, but you need to be willing to keep hustling for 1-2 months in the beginning with minimal wins.
Most people won’t do it and give up after a week or two.
Tools You Need
Instantly – For doing outreach and filling your pipeline with opportunities. $37/mo
Gmail/Drive/Calendar – For creating assets and calendars. $0/mo
Calendly – For booking meetings. $12/mo
Zoom – For running meetings. $13/mo
Pipedrive or Close for CRM and pipeline management. From $20/mo
Slack (optional)
Zapier (optional)
Total: $82/mo
Setting Up Calendly
Good Calendly page should have
- Picture of your face (smiling :))
- Your Logo
- Small Intro
- Multiple days/times to select from
- As short a period of time as applicable (don’t send 60 min links if you just do a 15 min discovery call).
Keep the first call as simple and easy as possible for the prospect. You don’t want to scare them away with a super official serious call. This is just to see if there’s an actual fit.
Qualification Questions
Honestly ask questions you need to know before you can prescribe them a solution. You need to be 100% that you can help them. 100% That they have the budget, 100% that they want to start now, not in 6 months and 100% that all the decision makers are on the call.
Keep the questions to the minimum and only ask the most important questions that will help you prepare for your call.
Reminders & Notifications
We recommend using at least 2 reminders
- 24 hour before the call
- 1 hour before the call
Bonus
Send relevant assets inside the confirmation emails. For example you can send case studies, insights, blog posts, videos.
Zoom Integration
Under Location set up your Zoom connection.
Before The Call
You received a sales opportunity to your inbox, how do you turn them into meetings at a high rate?
First off you want to have all your tools and materials to be set up correctly.
Then you want to have a process for answering sales leads and converting them into calls.
Turning Interested Leads Into Meetings
Once you start receiving sales opportunities it is important to turn that lead into a booked meeting as soon as possible. Strike while the iron is hot. This is one of the first interactions in the sales process and a very important step. For high ticket offers every lead can be worth $10K+ so treat them like potential $10K prospects instead of some random replies.
There shouldn’t be anything more important than talking with customers. We need to put effort into this.
Here are key aspects that go into this.
- Quick turnaround with the replies. The sooner you reply to interested leads the sooner and more likely they will book a call on the calendar. Responding as soon as you see it is ideal but you can also respond within 1-3 hours/same day. The sooner the better. If you respond to leads within 15 minutes you can literally double your income. You don’t have to go to that extreme just keep it in mind. Talking to prospects is the lifeblood of any business so don’t let other stuff distract you from the main cash flow producing activities.
- We recommend booking a daily 10-15 minute slot into your calendar where you reply to all the positive leads. Minimally once a day. But ideally in the morning and in the evening.
- Make your response specific and tailored to what the prospect told you or what they’re trying to accomplish. If they say next Monday at 10AM works nicely – book them into your calendar yourself instead of sending over your Calendar link for them to choose a time. If they send their phone nr and ask to call them, then call them at a suitable time instead of sending over your Calendar link. Of course ideally we want them to book in your calendar, but to maximize meetings and revenue we should do the discovery portion of the demo in any way possible.
- To make your life easier, copy all the main questions/answers to one doc which you can use in the future to just copy paste answers. 90% of the questions are going to be the same.
- The money is in the follow-up. If a prospect hasn’t booked a meeting within 24-48 hours don’t be shy to follow up and send them a reminder and explaining again how they could benefit from booking a call. Most positive leads will actually thank you for sending them a reminder!
- The initial call should be just a short 15 min discovery session to honestly see if there’s a good fit. Don’t send 60 minute calendar links after the initial positive response. Once you get them on a discovery call and it’s a good fit – then book them in for a 30-60 minute demo call right then and there.
- Going the extra mile. Our client Jordan actually purchases their prospect’s products and shares it with them. This is why they are closing $24K/mo deals while others are struggling even to get prospects on a call. You get what you put in. Even if this exact example is not possible in your niche, find a way to stand out and show to your prospects you actually care. This can even be as simple as a compliment about something you noticed on their website or Linkedin.
- Be vague about your pricing and strategy. You want to analyze their business first and see if you can actually help them on a call and then give a price. Giving a price via email might scare off prospects that don’t know why paying you that money is worth it. If they persist – give a wide range.
That’s it. If you follow these rules most of the positive leads will turn into a booked meeting.
Example – fast response and calling out their goal (brokering deals with buyers)
On The Call
- Always have the camera on when starting the call.
- Always be a couple of minutes early for the call.
- Ideally be in a clean space with not many distractions.
- Have a notebook and pen ready.
- Do as much prep as needed before the call, look over their website and quiz answers.
- Record the call whenever possible. Ask prospects if they’re okay recording it so you can share with them later. Make a Google Drive folder with all your demos. You can learn from them and also share with your future sales team for them to see how it’s done.
Qualification / Discovery
This part is super important so don’t skip it. We honestly want to figure out if it’s a good fit and help our customers, we don’t want to sell to them if they won’t benefit from our system. Have a physical notebook for noting down the answers to retain them better. You’ll also use them during the demo and on follow-ups.
In this part, you should just ask questions and really listen. Don’t give solutions yet, just write down the answers and move on to the next question. This should take 5-10 minutes max.
For their funnel numbers, mark their stats into our ROI sheet, so you can demo the value later.
This example is for lead gen agencies – change the questions to fit your business.
Example Qualification Script
Hey Tim, nice to meet you, where are you calling from?
Okay, cool.
So I already went through your website and your answers when booking but I wanted to ask some questions to get a better understanding on how things work internally. Is that okay?
I know we reached out to you, but what was the main thing that piqued your interest in us? What made you jump on this call?
(Note down the answer, they’re literally telling you why they’re here and what’s their priority)
And what are you guys doing right now to get more customers and meetings, what channels are you using?
Cool, and how many meetings are you getting right now weekly?
And what’s your close rate on average on those calls?
What’s the average ticket size?
Cool and final question about the background, how long is the sales cycle for you?
Sweet, so let’s talk about the future, how many meetings would you ideally like to get every week?
Okay, and hypothetically speaking if we were able to get you (the amount of leads they said in the previous question), are you guys able to invest around 5K one-time. If we’re able to get you those leads of course.
Qualifying them for money. Here you have a lot of options to play around with the pricing, but you want to make sure they have at least some budget they can invest into lead gen right now.
If they don’t have any money – it’s not a good fit.
Perfect, and again, hypothetically, if we can start getting you leads today, are you guys ready to get started right now?
Qualifying them for urgency, if they’re not ready to start now, we don’t recommend doing the demo. You’re just wasting your time that could’ve gone into talking with interested prospects.
And final question, are you the guy who pulls the trigger, or do we need to include other decision makers? (If they’re not the decision-maker, don’t do the demo and reschedule another call with the real decision makers).
Alright, based on what you told me it seems like a perfect fit. I’m going to stop sharing my video now and share my screen and walk you through exactly how we help you get leads.
Discovery Objections
If they can’t afford 5K
Tell them we require some money upfront and just simply ask how much they have in their budget right now for getting more leads.
Then based on their response go down the offer ladder to see what would fit into their budget.
Sales Presentation
You’d be surprised how many companies are not using a simple Sales Presentation.
This will do the heavy lifting and I usually switch between the presentation and showing things live inside Instantly or Inboxes whenever possible.
Prospects just want to see that you can actually do what you’re promising. The more transparent you will be the easier it is to close them.
Lead Gen Agency – Sales Presentation
At the end of the deck I also like to paint a picture of what happens next with our onboarding deck:
Lead Gen Agency – New Client Onboarding
Example Sales Script
So I’m going to show you how we book our clients calendar with demos and before we jump into the strategy, I want to show you a couple of our most recent success stories.
Go to slide 2
We’ve been doing this for over 10 years now and booked over 5000 meetings for 100s of companies. It doesn’t really matter what niche you are in. If your service is high-ticket B2B and helps other companies we can get your foot in the door.
Slide 3
For (Client) we got 30-80 meetings a month, which added 50-100K a month for them in revenue. They were targeting B2B companies and software and their ticket sizes were from 5-30K.
Slide 4
This is what their calendar looked like. They first figured out outbound for 1 rep and then just replicated the results for other reps. This is what we can do for you too. Our system is infinitely scalable once we get it working.
Slide 5-9
Just quickly show the slides and only go over the headlines:
For (Client) we got 12-25 meetings monthly
For (Client) 15-35 meetings monthly
Etc.
Slide 10 – Background
Here’s a little bit of information about our founder (Name).
Just read the slide
Slide 11 – Strategy Overview
Before we go into the details I want to give you a high level overview.
We start with Lead generation to find the ideal target group for you we want to go after.
Then we do my favorite part – the email setup, which is the engine that runs everything.
Once the lead gen engines are working we’re going to go through your sales process and help you close as many of the opportunities as possible.
And once leads are pumping and you can profitably close them, we can scale everything up.
Slide 12 – Laser Targeted Lead Generation
So the first thing we do is jump on a call with you to agree on your ideal target audience we are going to focus on in the beginning. There are so many different databases out there that this part is never going to be a problem.
We usually want to start with a target group where you already have really good case studies, so it’s much easier to resonate and close them.
Slide 13 – Email Setup
Switch to Instantly Tab with your own or one of our customers campaigns.
For the email setup I’m super excited to show you our secret weapon that nobody else has. It’s called Instantly and it’s our own software we developed in-house, because all the other tools didn’t cut it.
So, here you can see all the accounts I have connected. There can literally be as many as you want. For ourselves we have around 30 domains, sending 50 emails daily, so around 1,5K emails daily and booking 10-15 meetings daily for ourselves.
Switch to campaign view
Here’s a campaign we did. X emails were sent out, X opened and X replied.
Switch to leads tab
Here are all the targeted and cleaned leads we uploaded for this campaign.
Switch to sequences tab
Here are the sequences we wrote specifically for their niche.
Switch to schedule tab
Then we schedule the emails to be sent out in our target group’s work-hours to maximize opens.
Switch to options tab and scroll through the options
And here we set up all the options. All the accounts we’re going to be using for this campaign. Our system will send out emails round robin style and vary the sending time to make it look as much like a human as possible to maximize our inbox rates.
We stop sending emails on replies.
We can rewrite all the emails to make them unique to avoid getting stuck in spam and again to maximize the inbox rate.
We use smart sending to slowly ramp up sending for new accounts.
Then we just set a limit for emails and launch the campaigns.
Switch to analytics view
Once the campaigns are live we keep an eye on the metrics to change the subject line, sequences or options based on the numbers.
As soon as we find a working email + targeting combo, we can scale up as much as you need.
We’re very transparent with our work, so you get logins to Instantly so you can look over your campaigns at any point.
Show Unibox Tab
This is an example inbox of one of our customers. You can see all the positive replies marked here. You’ll receive exactly the same kind of inbox and your only job is to close these leads coming in.
Slide 14 – Sales process Audit & Optimization
And once the lead generation engine is set up with email and LinkedIn we’re going to help you close as many leads as possible as quickly as possible.
Instantly.ai Salesprocess Audit Checklist
We’re going to go over everything you should be doing before the demo, on the demo and after the demo.
This way you get the maximum out of the leads we’re going to bring you and it’s a long-term positive partnership 🙂
Slide 16 – Scaling
And as soon as the lead engine is working profitably and you can consistently close leads, we can scale up the campaigns as much as needed within a couple of weeks.
Slide 17 – Recap
So just to recap:
We start with Lead generation to find the ideal target group for what we want to go after.
Then we do my favorite part – the email setup, which is the engine that runs everything.
Once the lead gen engines are working we’re going to go through your sales process and help you close as many of the opportunities as possible.
And once leads are pumping and you can profitably close them, we can scale everything up.
Do you have any questions about our system or anything I just covered?
Answer all the questions and when they don’t have any more:
And the best thing is that we’ve already started working on your campaign. Pull up the Service delivery folder with their materials and show them quickly.
As you can see everything is ready to get started – let me walk you through our pricing so we can start getting you leads with (their target group) asap.
Slide 18 – Main Pricing
So you’re getting:
5 Domains Setup + Forwarding
15 Email Accounts + Setup + Warm-up
5000+ Targeted Leads Monthly
Email Sequences & Copywriting
1 Year Instantly License + Setup
Sales Process Optimization & Best Practises
$9K One-Time + $200 Pay Per Lead
And we guarantee to get you at least 15 leads in the first month or your money back, or we do it for free until we get to 15 leads.
Any questions about the pricing?
If no questions or all question answered:
Slide 19 – Incentive Pricing
And money-wise I can save you 3K with our incentive offer. Because going back and forth is time-consuming and expensive, if you help us make the decision quicker, I can give you the full plan for 6K, so $3K off.
For this we only ask for a response from you in 48 hours. If you let me know by then that you want to start I can save you 3K.
If it’s going to take you longer – no worries, we can still continue our discussion on the regular pricing after that. I just want to be crystal clear that I can’t offer the incentive discount after 48 hours.
Does this make sense?
As you can see everything is ready to get started – all you have to do is say “yes” and we can start getting you leads with (their target group) asap.
So what do you think, do you want to give it a go?
If they’re ready on the call
Sweet, I’m excited to get you started. After our call I’m going to send a short onboarding quiz, our agreement and a Stripe link. As soon as the payment comes through we’ll get to work on bringing you more business. Welcome to the team!
If they want to think about it
Sweet, so let’s book in a super short follow-up call for thumbs up, thumbs down for 2 days.
Book them in on the call
Thanks, I’m going to be sending over everything we discussed and talk to you in 2 days. If you have any questions in the meantime, just let me know 🙂
Offer Ladder
Create a ladder for your sales reps where they know exactly how and for what they can give discounts or remove certain parts from the offer.
Main offer $9K + $200 PPL (Pay Per Lead)
Incentive $6K + $200 PPL (Pay Per Lead)
You can remove any part of the offer to come down on the offer. But only start coming down if they ask for it or give pushback on the offer. You will earn a lot more like this. Always have a reason for the discount and use discounts to make the deal go through faster. Put a time-limit on the offers like with the incentive. Always leave room for carpet pull emails (one-time offer discounts), unless you close the deal on the call.
Angles to use:
“If I can get you started today I can get you an extra $1K off”.
“If you give me a couple of references once we’re successful with you I can give you $150 PPL”.
“If you give us a testimonial once we’re successful with you, I can give you $500 off”.
Product based discounts:
Less domains/emails for $500-$1K off per domain.
No Sales process audit for $500-$1K off.
No targeted Leads (they provide leads) $500 off.
You can also come down from the PPL to up to $125 PPL. Start with $175 and then $150.
Cheapest you can come down to is $2,5K one-time + $125PPL.
Objections & Looping
Objections are always going to happen, so get comfortable in answering them and guiding the demo through obstacles. You’re like John Wick going through hordes of bad guys. Practice objections with other reps and our team to be unfazed like Snoop Dogg.
Read the book Objections to become a master at this.
Getting objections is actually a good thing. It means the prospect is actually considering purchasing and wants to be super clear about everything. If you get a prospect who doesn’t ask any questions and doesn’t have any objections, more often than not they are a tire kicker.
Quick tip: If the prospect asks about something you’re going to cover later in the demo, don’t get sidetracked and say this: “That’s a really good question, I’m writing it down and coming back to it once we reach that part of the presentation. Do you have any other questions you want me to cover?” This will frame it nicely that you are going to answer the questions at the right time and they don’t get control of the situation.
Quick tip 2: Always have a fallback if you don’t know something. Use a similar angle: “That’s a really good question, I’m writing it down and asking John our expert at (question topic) about it after our call and sending over an answer. Do you have any other questions about (topic) I should ask him?” This is a much better frame than just saying “sorry, I don’t know”.
Main Objections:
It’s too expensive.
Pull up the ROI sheet and walk them through their numbers:
Instantly.ai – Cold Email Engine ROI
Our goal is a long term partnership, so we need to make sure it’s profitable for both of us. And remember that there’s only a one-time setup fee. After the initial month you’re only going to be paying for positive leads.
If you can close 20% of demos and your ticket size is $5K, then you need 5 demos for 1 close. With $200 PPL it’s $1K cost for $5K close, that’s 4X ROAS.
You just have to show them that if they know their numbers and can close, It’s profitable for them. You can also remove the stuff they don’t need to make the plan cheaper.
How much time is it going to require from me?
Just 1 hour in the initial onboarding call where we go through your target group and angles.
After that it’s just a little bit back and forth in the beginning to get things rolling. We’ve made it as frictionless as possible, so you can purely focus on closing.
What makes you different?
We have our own software, which is such a huge advantage over the market + with our Sales Process background we can actually help you maximize the leads you’re getting. Most lead gen companies only know how to bring leads, but not how to close them.
What do you count as a lead?
We count lead as a positive lead that shows interest in talking with you. We have a step-by-step instructions on how to maximize those leads
How long does it take to get started?
The campaigns will start running 14 days after starting because we need to warm up the email accounts. You can expect leads coming in as soon as the campaigns are live. During those 2 weeks we work on your campaign copy, collect all the targeted leads and set up the campaigns.
How does the guarantee work?
It’s super simple, you’ll have access to the master inbox and we mark every positive lead there. We guarantee at least 15 positive leads or your money back, or we provide the service for free until we get those 15 leads. So far we’ve never had to use the guarantee 🙂
What is email warming?
It’s not very natural to create a new email account and start sending 50-100 emails a day with almost no replies. Email warm up services send emails to and from your account, so every day your email has healthy communication with other accounts/people. Warming up emails takes 14 days and we start slowly with a couple of emails per day until we reach 30-50 emails daily.
Can I just do this myself?
Of course you can, this is just our done-for-you offer. If you want our do-it-yourself plan, It costs $997 for yearly Instantly access + our exact step-by-step strategy.
Show our strategy doc
With us it is just going to be quicker and easier for you. Most companies want to focus on closing instead of doing outbound, but if you want to set up this engine by yourself, we can help you do it.
So would you be more interested in doing it yourself or having us take care of everything?
Incentive-based pricing
Incentive based pricing is a super simple but underutilized method for the closing part of a sales call. If you do it right it will help you close more deals quicker.
Our closers use it at the end of all of our sales calls and we just closed a $6,5K lead gen deal thanks to this.
How to use Incentive-based Pricing
In short it’s a discount offered in exchange for the prospect making a decision quicker. We have 2 pricing pages/slides. Regular pricing and Incentive-based Pricing with the discount.
After your pitch, when you show them the regular pricing and have gone through the initial back-and-forth, open up your incentive-based pricing page and pivot into this:
And money-wise I can save you 2,5K with our incentive-based offer. Because going back and forth is time-consuming and thus expensive for our team, if you can help us make the decision quicker, I can pass on the savings to you and give you the full plan for 6,5K, instead of 9K, so $2,5K off.
For this we only ask for a thumbs up from you in 24 hours (use whatever time makes sense to you). If you let me know by then that you want to start I can save you 2,5K.
If it’s going to take you longer – no worries, we can still continue our discussion on the regular pricing after that. I just want to be crystal clear that I can’t offer the incentive discount after 24 hours.
Does that make sense?
If they are a good fit (you qualify them – they have the money, they’re ready to get started now, and the decision makers are on the call) and they’re actually interested – they will make it work (wouldn’t you?). Book a thumbs-up call with them for the next day (or whenever you set the time). Say that let’s just pencil something in and if it’s a “no” we can cancel the meeting no worries.
If they give you an objection that it’s going to take longer – Hit them with the:
no worries, we can still continue our discussion on the regular pricing after that. But it doesn’t take time to make decisions. It takes information to make decisions. And the problem is we think the longer we wait the more information we’re going to have, but because I’m the only source of information you have to make this decision, what are your main concerns? So we can walk through them.
Always honor the timeframe you decide to give – don’t offer incentive-based pricing after. Start using incentives at the end of all your calls and you’ll see how powerful this simple technique is.
Be friendly when proposing it and always give your prospect a simple way out – they don’t have to use it, but it’s there. I hate pushy sales people and pressuring people, I just use incentives as a way to help out people that help me. When done right it really is a win-win.
After The Call
You’d be surprised how much work you still need to do after the demo is over.
You need to be relentless.
People are busy.
You want to have a template ready with everything you discussed with the prospect.
Studies show that prospects forget 50-80% of what was discussed only a single day later.
Your job is to push the deal forward without pissing the prospect off.
You can do this by providing value and being helpful and friendly.
Let them know that even if it’s a “no”, they can let you know and you can still be friends.
Post-Demo Email Recap Template
Hey Tom,
Thank you for the call today. We discussed the $5K one-time setup fee + $150 PPL.
We can do a $3K setup and $125PPL if you can try to push the deal through quicker internally and give me an answer in 48h.
3 Domains Setup + Forwarding
9 Email Accounts + Setup + Warm-up
3000+ Targeted Prospects Monthly
Email Sequences & Copywriting
1 Year Instantly License + Setup
Sales Process Optimization & Best Practises
LinkedIn Automation + Sequences
15 Targeted Leads – Money-back guarantee.
Here’s the presentation:
Here’s the timeline:
Here’s the ROI sheet:
Next Steps:
1. If you give us the thumbs up, we’ll send you a Stripe link to get started.
2. After the payment, you fill out onboarding form and book an onboarding call with us:
ONBOARDING LINK
3. We start with the email setup + finding leads and writing personalized emails based on your onboarding form and our onboarding call. You will start receiving leads 24-48 after this.
4. After 14 days we launch campaigns at scale and you’re going to be getting 5+ positive leads weekly.
5. Going forward we’re going to test different campaigns and your only job is to close as many people as possible:)
Let me know if you have any questions. Looking forward to helping you scale and you have my word that we’ll do everything to make it a success.
Cheers,
Carpet Pulls
Carpet pulls are super powerful weapons for closing more deals faster – use them wisely!
They’re basically short emails sent to the prospect with an extra discount or value tied to a good reason.
After you’ve had a positive demo you should already agree on a follo
For example:
Hey Alex,
We just had a team meeting and we have 2 more slots open this month and Raul said we can offer $1K discounts to fill those slots today.
So it’s going to be $4K instead of $5K.
As soon as I heard that I came here to shoot you this email. There isn’t going to be a better option available and I don’t want you to miss out on this.
Let me know by the end of the day if you want to take advantage of this offer – otherwise no worries we can still continue our discussion on the regular pricing of $5K.
Best,
Nils
—
Some options:
We just had a team meeting and our CEO gave every rep a $1K discount they can give out today..
I want to make this my best month, so if we can get you started today, I can..
If you give me a couple of references when you’re successful, I can offer you our main plan for…
Get creative and use whatever you want. I’ve used “I want to take my girlfriend to a fancy dinner, and if I close you I get a bonus”. Nils used “If I can’t get 2 more closes my boss is going to fire me” haha.
Onboarding
This goes a little beyond sales but I wanted to share our Onboarding deck + Onboarding form with you because they will make the transition from sales to service delivery easier.
Lead Gen Agency – New Client Onboarding
Lead Generation Agency Onboarding Form Example
Marketing Assets & Content Creation
Marketing assets like case studies, Loom videos, blog posts, insightful documents (like this one) are going to help you close more.
They will do the heavy lifting before, during and after the call when used correctly.
They will build trust and show the prospects you really know what you’re doing.
This is why Alex Hormozi can close businesses easily. He’s a best selling author, has built an insanely successful business and has a huge following – so he must know what he’s doing.
Luckily we don’t have to be Alex Hormozi, we just have to show our prospects we’re legit. We have a system, we’ve done this before and that they’re in good hands.
You can send a quick video of your processes or relevant case studies before the demo to get the prospect already invested.
This will make your actual closing so much simpler.
Imagine you have a sales call with an SEO agency and before the call you send them a video testimonial from another SEO agency you worked with.
The prospect is going to be primed “daaamn they’ve done this with a very similar customer to us, so they probably can do it for me too”
Get into the habit of creating SOPs and documents of everything that makes sense to send to your prospects. Save screenshots of your successes and ask your clients for video testimonials.
We’ll also use these assets after the call to bring your prospects over the line. When they’re on the fence and you hit them with a strong proof or a reference – you’re gonna close more.
Here’s a list of assets you can create:
1. Blueprint/Framework document of your processes. (The more in-depth the better)
2. Testimonials and reviews.
3. Custom personalized Loom videos.
4. List of references prospects can hit up.
5. Sales Deck
6. Screenshots of results (for lead gen agencies screenshots of clients inboxes)
7. Blog post (I just wrote about X here)
8. Book
9. Podcast
10. Youtube channels/videos
11. Social Media Post (I just wrote a thread about X)
12. Landing pages
13. Free guides
Scaling & Building A Commission Only Remote Sales Team
Only do this once you have the entire sales process set up and working profitably.
Remote Sales team is one of the highest leverage activities you can build for your business.
Building a Remote Sales Team is easy if…
…You have a strong sales process & offer, making it easy for Sales Reps to get started quickly and close more.
You should first build the sales process out and once you’re closing consistently 20-30% of qualified leads you can start thinking about building a team.
Without a proven sales process your sales reps would have to figure everything out themselves and this rarely happens. Especially when they get paid on commissions.
And if you’ve already built an outreach engine with Instantly you can start handing demos to sales reps straight away instead of relying on them to get demos for themselves quickly.
Commission Structure & Projections
These are just examples. Make sure to make it work with your ticket size and profit margin
Commission structure
20% of an outbound close – you get the demo and you close
15% of an inbound close – we get you the demo and you close
5% of a closed demo you booked for somebody else.
Earning Potential
To earn $5K/mo with a 25% close rate:
You need 5 closes at a $5K ticket.
You need 20 outbound demos/mo with 25% close rate.
You need to send around 2000 emails/mo with 1% booking rate.
You need to send around 83 emails daily.
For $10K/mo just double the numbers or sell higher tickets.
Finding Reps
If you have a good converting offer you can find reps pretty easily. Just post your offer and earning potential, tell them you have a proven sales process and just need a killer to handle the calls with qualified leads.
Here are a couple of channels that worked for us.
Twitter
Angellist
Meetfrank
Sales Rep Onboarding
Create a checklist for all the tasks a new sales reps need to take to get set up quickly.
Here’s an example we used.
[Name] – Sales Rep Onboarding
The main thing is to be organized and have all your sales materials in a Google Drive Folder you can easily share with your sales reps.
You want to eliminate guesswork for them and make it super easy to get started.
Sales Rep Management & Tracking Sheet
It’s super important to track the performance of reps with a tracking sheet. Here’s an example.
Instantly.ai – Sales Rep Tracking Sheet
Sales Reps should fill it in every day.
Do daily calls with reps where you go over the tracking sheets and help them with any questions or problems they might have.
Let top reps share what’s working for them. Their templates, their demo recordings etc.
Create a Stripe to Slack Zap to celebrate wins inside your Slack. When reps see other reps closing it pushes them even more and creates friendly competition.
Recommended reading
The Challenger Sale (My favorite)
Objections
Exactly What To Say (Super Quick Read)
https://www.amazon.com/Exactly-What-to-Say-Phil-M-Jones-audiobook/dp/B077ZDX69T/ref=sr_1_11?dchild=1&keywords=words+that+sell&qid=1634728795&sr=8-11
$100M Offers (Make your offer easier to sell)
https://www.amazon.co.uk/100M-Offers-People-Stupid-Saying/dp/1737475731
Become A Cold Email Expert
1. Cold Email Setup & Deliverability Masterclass
2. Cold Email Lead Mining Masterclass
3. Cold Email Copywriting Masterclass
All Rights Reserved © 2022. Get More Positive Replies With Instantly.ai
Sales Masterclass Videos
Calendly
Zoom
Sales Script
Before we Start
- Always have the camera on when starting the call.
- Always be a couple of minutes early for the call.
- Ideally be in a clean space with not many distractions.
- Have a notebook and pen ready.
- Do as much prep as needed before the call, look over their website and quiz answers.
Example Discovery Script
This part is super important so don’t skip it. We honestly want to figure out if it’s a good fit and help our customers, we don’t want to sell to them if they won’t benefit from our system. Have a physical notebook for noting down the answers to retain them better. You’ll also use them during the demo and on follow-ups.
In this part, you should just ask questions and really listen. Don’t give solutions yet, just write down the answers and move on to the next question. This should take 5-10 minutes max.
Hey Tim, nice to meet you, where are you calling from?
Okay, cool.
So I already went through your website and your answers when booking but I wanted to ask some questions to get a better understanding on how things work internally. Is that okay?
I know we reached out to you, but what was the main thing that piqued your interest in us? What made you jump on this call?
(Note down the answer, they’re literally telling you why they’re here and what’s their priority)
And what are you guys doing right now to get more customers and meetings, what channels are you using?
Cool, and how many meetings are you getting right now weekly?
And what’s your close rate on average on those calls?
What’s the average ticket size?
Cool and final question about the background, how long is the sales cycle for you?
Sweet, so let’s talk about the future, how many meetings would you ideally like to get every week?
Okay, and hypothetically speaking if we were able to get you (the amount of leads they said in the previous question), are you guys able to invest around 5K one-time. If we’re able to get you those leads of course.
Qualifying them for money. Here you have a lot of options to play around with the pricing, but you want to make sure they have at least some budget they can invest into lead gen right now.
If they don’t have any money – it’s not a good fit.
Perfect, and again, hypothetically, if we can start getting you leads today, are you guys ready to get started right now?
Qualifying them for urgency, if they’re not ready to start now, we don’t recommend doing the demo. You’re just wasting your time that could’ve gone into talking with interested prospects.
And final question, are you the guy who pulls the trigger, or do we need to include other decision makers? (If they’re not the decision-maker, don’t do the demo and reschedule another call with the real decision makers).
Alright, based on what you told me it seems like a perfect fit. I’m going to stop sharing my video now and share my screen and walk you through exactly how we help you get leads.
Example Sales Script
So I’m going to show you how we book our clients calendar with demos and before we jump into the strategy, I want to show you a couple of our most recent success stories.
Go to slide 2
We’ve been doing this for over 10 years now and booked over 5000 meetings for 100s of companies. It doesn’t really matter what niche you are in. If your service is high-ticket B2B and helps other companies we can get your foot in the door.
Slide 3
For (Client) we got 30-80 meetings a month, which added 50-100K a month for them in revenue. They were targeting B2B companies and software and their ticket sizes were from 5-30K.
Slide 4
This is what their calendar looked like. They first figured out outbound for 1 rep and then just replicated the results for other reps. This is what we can do for you too. Our system is infinitely scalable once we get it working.
Slide 5-9
Just quickly show the slides and only go over the headlines:
For (Client) we got 12-25 meetings monthly
For (Client) 15-35 meetings monthly
Etc.
Slide 10 – Background
Here’s a little bit of information about our founder (Name).
Just read the slide
Slide 11 – Strategy Overview
Before we go into the details I want to give you a high level overview.
We start with Lead generation to find the ideal target group for you we want to go after.
Then we do my favorite part – the email setup, which is the engine that runs everything.
Once the lead gen engines are working we’re going to go through your sales process and help you close as many of the opportunities as possible.
And once leads are pumping and you can profitably close them, we can scale everything up.
Slide 12 – Laser Targeted Lead Generation
So the first thing we do is jump on a call with you to agree on your ideal target audience we are going to focus on in the beginning. There are so many different databases out there that this part is never going to be a problem.
We usually want to start with a target group where you already have really good case studies, so it’s much easier to resonate and close them.
Slide 13 – Email Setup
Switch to Instantly Tab with your own or one of our customers campaigns.
For the email setup I’m super excited to show you our secret weapon that nobody else has. It’s called Instantly and it’s our own software we developed in-house, because all the other tools didn’t cut it.
So, here you can see all the accounts I have connected. There can literally be as many as you want. For ourselves we have around 30 domains, sending 50 emails daily, so around 1,5K emails daily and booking 10-15 meetings daily for ourselves.
Switch to campaign view
Here’s a campaign we did. X emails were sent out, X opened and X replied.
Switch to leads tab
Here are all the targeted and cleaned leads we uploaded for this campaign.
Switch to sequences tab
Here are the sequences we wrote specifically for their niche.
Switch to schedule tab
Then we schedule the emails to be sent out in our target group’s work-hours to maximize opens.
Switch to options tab and scroll through the options
And here we set up all the options. All the accounts we’re going to be using for this campaign. Our system will send out emails round robin style and vary the sending time to make it look as much like a human as possible to maximize our inbox rates.
We stop sending emails on replies.
We can rewrite all the emails to make them unique to avoid getting stuck in spam and again to maximize the inbox rate.
We use smart sending to slowly ramp up sending for new accounts.
Then we just set a limit for emails and launch the campaigns.
Switch to analytics view
Once the campaigns are live we keep an eye on the metrics to change the subject line, sequences or options based on the numbers.
As soon as we find a working email + targeting combo, we can scale up as much as you need.
We’re very transparent with our work, so you get logins to Instantly so you can look over your campaigns at any point.
Show Unibox Tab
This is an example inbox of one of our customers. You can see all the positive replies marked here. You’ll receive exactly the same kind of inbox and your only job is to close these leads coming in.
Slide 14 – Sales process Audit & Optimization
And once the lead generation engine is set up with email and LinkedIn we’re going to help you close as many leads as possible as quickly as possible.
We’re going to go over everything you should be doing before the demo, on the demo and after the demo.
This way you get the maximum out of the leads we’re going to bring you and it’s a long-term positive partnership 🙂
Slide 16 – Scaling
And as soon as the lead engine is working profitably and you can consistently close leads, we can scale up the campaigns as much as needed within a couple of weeks.
Slide 17 – Recap
So just to recap:
We start with Lead generation to find the ideal target group for what we want to go after.
Then we do my favorite part – the email setup, which is the engine that runs everything.
Once the lead gen engines are working we’re going to go through your sales process and help you close as many of the opportunities as possible.
And once leads are pumping and you can profitably close them, we can scale everything up.
Do you have any questions about our system or anything I just covered?
Answer all the questions and when they don’t have any more:
And the best thing is that we’ve already started working on your campaign. Pull up the Service delivery folder with their materials and show them quickly.
As you can see everything is ready to get started – let me walk you through our pricing so we can start getting you leads with (their target group) asap.
Slide 18 – Main Pricing
So you’re getting:
5 Domains Setup + Forwarding
15 Email Accounts + Setup + Warm-up
5000+ Targeted Leads Monthly
Email Sequences & Copywriting
1 Year Instantly License + Setup
Sales Process Optimization & Best Practises
$9K One-Time + $200 Pay Per Lead
And we guarantee to get you at least 15 leads in the first month or your money back, or we do it for free until we get to 15 leads.
Any questions about the pricing?
If no questions or all question answered:
Slide 19 – Incentive Pricing
And money-wise I can save you 3K with our incentive offer. Because going back and forth is time-consuming and expensive, if you help us make the decision quicker, I can give you the full plan for 6K, so $3K off.
For this we only ask for a response from you in 48 hours. If you let me know by then that you want to start I can save you 3K.
If it’s going to take you longer – no worries, we can still continue our discussion on the regular pricing after that. I just want to be crystal clear that I can’t offer the incentive discount after 48 hours.
Does this make sense?
As you can see everything is ready to get started – all you have to do is say “yes” and we can start getting you leads with (their target group) asap.
So what do you think, do you want to give it a go?
If they’re ready on the call
Sweet, I’m excited to get you started. After our call I’m going to send a short onboarding quiz, our agreement and a Stripe link. As soon as the payment comes through we’ll get to work on bringing you more business. Welcome to the team!
If they want to think about it
Sweet, so let’s book in a super short follow-up call for thumbs up, thumbs down for 2 days.
Book them in on the call
Thanks, I’m going to be sending over everything we discussed and talk to you in 2 days. If you have any questions in the meantime, just let me know 🙂
Sales Deck
https://docs.google.com/presentation/d/1xIZjFM-snUbcJUFObYRLDFNBj-DR2KZo1y80ADShe0s/edit#slide=id.p
Onboarding Deck
https://docs.google.com/presentation/d/10Ryf5CYpGubg3T0EMFkbV-u_usupBTN29UNcCThzKSM/edit#slide=id.p
