This is how I guide people through my sales process without resistance

Today, I'll share how I set my calls up for success using an upfront contract or what I prefer to call an upfront agreement.

Author

Dan Cons
March 31, 2024

Today, I'll share how I set my calls up for success using an upfront agreement.

It's a 15-30-second statement that sets expectations for the call, creating a comfortable vibe so you can guide the person through the sales process without resistance.

The biggest thing you are trying to avoid here is losing control, with the prospect taking the lead, either talking about irrelevant topics or asking for lots of information before ghosting you.

With that in mind, let's break down how to nail one of these bad boys…

Part #1: Reason for the call

Make sure you're both on the same page about the purpose of the call. I usually say:

"The reason for this call is to find out whether or not we are a good fit for each other, as we aren't for everyone."

This levels the playing field, letting the prospect know that you're both evaluating each other. It also communicates that you're not just after their money; you genuinely want to onboard clients you can get results for.

Part #2: Proposed agenda

Verbalising your agenda is key because it tells the prospect exactly what to expect ahead of time, which reduces the chances of them resisting your sales process. I do this by saying:

"To do this, I’m going to ask you some questions about what’s going on right now, what you’re trying to achieve, and what you are looking for from an agency partner."

Then, when you ask them a challenging question, they are likely to answer because they expect it.

Part #3: Outcome of the call

Let the prospect know what you’ll ask of them at the end. Knowing there will be no last-minute surprises ensures the prospect feels comfortable throughout the conversation making them more likely to open up and go with your flow. For example:

"At the end of this call, if it feels like a good fit, I’m going to ask you whether you want to proceed to the next phase, which is for us to audit your account.

If it’s a no, we can go our separate ways, no big deal. If it’s a yes, we’ll need access to your ad accounts.

If we’re confident we can help you, we’ll put together a recommendation which we can discuss on a second call."

Part #4: Their expectations & agreement

Finally, offer them the opportunity to share their agenda, and from there you can agree on how things will go.

Doing this is a sign of respect and reduces sales resistance. It also shows them that you value their input. Typically, I ask:

"How does that sound? Is there anything you'd like to add?"

Most people happily agree. Some say they have questions, which I say we can cover later, and very occasionally, someone resists.

If someone strongly resists here, it's a red flag. In this situation, I say that following a process similar to what I’ve suggested is a prerequisite for continuing our conversation.

If the resistance persists, I politely end the call and focus on more receptive people who want our help. Life’s too short for people who make a point of being unnecessarily difficult.

To bring this all together, here’s what I say after a quick bit of rapport to set my calls up for success:

"The reason for our call is to find out whether or not we are a good fit for each other, as we aren’t for everyone.

To do this, I’m going to ask you some questions about what’s going on right now, what you’re trying to achieve, and what you are looking for from an agency.

At the end of this call, if it feels like a good fit, I’m going to ask you, yes or no, whether you want to proceed to the next phase, which is for us to audit your account. If it’s a no, we can go our separate ways, no big deal.

If it’s a yes we’ll need view access to your ad accounts so we can find out if/how we can help you.

If we’re confident we can help, we’ll put together a recommendation that’s going to work for you, which we can go through on a second call.

How's that sound? Is there anything you’d like to add here?"

Takeaway…

Up-front agreements are the best for running successful meetings. I use them all of the time - not just on discovery calls, but in all meetings.

They allow you to take the lead and guide people through your sales process smoothly, ultimately leading to more sales and less stress.

Try this technique out, and let me know how you get on by replying to this email.