Our Sales Process

#Top of Funnel (BoF)

This section describes our technology stack and general prospecting process.

#Bottom of Funnel (BoF)

The following sections describe the Qualification, Discovery, Negotiation, and Closing processes.

Call One - Discovery

6. Intro (~2 minutes)

   1. Establish rapport

      1. Shared past experience or interest
         2. Personal fact from LinkedIn profile
         3. Location

      2. Establish credibility

         1. Background info on company, founder, you

      3. Demonstrate respect for time

         1. Clarify allotted time

      4. Reduce pressure

         1. Explain the purpose is to find a mutual fit or not, if bad fit then we’ll be honest about it and part ways as friends.

   2. Qualification (~5-8 minutes)

      1. Ask 5-8 Qualifying Questions (see Qualification Questions here) to see if they are a good fit.

         1. Clarify current state

            1. Current lead flow
               1. “How many leads do you generate per month from cold vs. warm channels?”
               2. “What does your lead flow look like today?”
            2. Current revenue OR customer count
               1. “I’m trying to get a sense of scale here, how many customers do you serve right now?”
            3. Current channels used
               1. “Where are you seeing the most success from a lead flow perspective? Which channels?”
            4. Current team setup
               1. “Who prospects on your team, and who runs demos/disco calls?”
               2. “Tell me about how your sales team’s time is spent between prospecting and closing”
               3. Who closes?

         2. Clarify the prospect’s desired state

            1. Desired lead flow
               1. “Where do you need to be in the next 60 days or so?”
               2. “Where would you like to see monthly lead flow to keep your reps busy?”
               3. “What would feel like success to you from a monthly lead flow perspective?”
            2. Revenue targets
               1. “How are you tracking your revenue forecast? What’s your number?”
               2. “What kind of commitment have you made to leadership revenue-wise?”
            3. Desired workflow
               1. “In an ideal world, how would you want your team’s time allocated between prospecting vs. selling/closing deals?”

         3. Clarify the prospect’s offer

            1. No fly zone (yes/no) (see list above)
            2. Lifetime value
               1. “What does a typical, bread-and-butter customer pay you over the course of the first year?”
               2. “Out of curiosity, how much is that first year contract value for a typical implementation of your product/service?”
               3. “A quick one - what’s the price tag look like for your solution?”
            3. Unique mechanisms
               1. “Why do people buy your solution vs other ____?”
               2. “How do you or your reps position your solution vs. competitors?”
               3. “Why is your solution a slam dunk?”

         4. Clarify the prospect’s Ideal Customer Profile (ICP)

            1. Business-to-business (yes/no)
            2. Best-fit job titles
               1. “What job titles do you find the most success with?”
               2. “What personas do you sell into, and who pays you the most money?”
               3. “What are some job titles that you wish you could get in front of 15-20 times / month?”
            3. Best-fit segments
               1. “What sizes or industry or types of companies pay you the most money?”
               2. “What company segments do you prefer to sell to?”

   3. Discovery (~8-10 minutes)

      1. Ask 6-8 questions designed to uncover pain (see Discovery Questions here)
         1. Should be thoughtful, concise, and surgical questions
            1. Expose their weaknesses
            2. Sell the dream
            3. Decrease the risk
            4. Close off alternatives

   4. Pitch (~5-7 minutes)

      1. Our Deliverable

         1. Meeting-Ready Leads that match 4 criteria
            1. Right title (ICP match)
            2. Right company (ICP match)
            3. Right level of engagement (meeting-ready)
            4. Right topic (sales call)
         2. Could be 5 per month, could be 50, depends on your offer/market/needs
         3. Our channel of choice is cold email because:
            1. Most scalable
            2. Most cost-effective for you & us

      2. Our Process

         1. We structure your GTM messaging
            1. HCM demo
         2. We find lookalikes of your best customers
         3. We set up world-class infrastructure
         4. We create great-fit contact lists using AI
         5. We write personalized messaging using AI
         6. We launch campaigns & AB test over time
         7. We hand you Meeting-Ready Leads, which can approve or deny
         8. We bill you at the end of the month

      3. Pricing

         1. Establish price anchor against alternatives:
            1. Paid ads ($1-5k per month, or $12k to $60k annually)
            2. SDR salary ($5-10k per month, $60k to $120k annually)
            3. Retainer-based agencies ($2.5k to $6k per month, or $30k to $72k annually)
         2. Our components
            1. One-time setup fee ($3,500)
               1. Covers infrastructure, go-to-market planning, list building, AI personalization, copywriting, and campaign design
            2. Small data charge ($500 per month)
               1. Low margin for us → straight to cloud providers
               2. Keeps the lights on
            3. Performance-Based CPL (usually starts at $200 but varies depending o)
               1. 80-90% of ongoing cost comes from a Cost Per Lead we agree upon beforehand

      4. Get Feedback

         1. “I’ll pause there – how could you see yourself using something like this?”

   5. Q&A + Objection Handling (~3-5 minutes)

      1. Answer prospect questions
      2. Handle objections

   6. Next Steps (~2 minutes)

      1. If they’re Qualified + Interested, push to schedule a Pricing Call (Call Two)
      2. Remind internal team to deliver their Outbound Strategy Roadmap

Call Two - Pricing

The purpose of the call is to walk the prospect through an ROI calculator to make it super clear how they can benefit financially, what the risks are, what the assumptions are, and all the information that they need in order to make an educated decision about how to proceed with our service.

Intro (~2-3 minutes)

1. Reiterate the call’s purpose
2. Give the prospect transparency into how we price
3. Determine a fair Cost Per Lead price using a collaborative exercise
4. Forecast expected return-on-investment (ROI) using the prospect’s own assumptions & real data

Pricing Calculator Review (~10-15 minutes)

1. Inputs

   1. Average first-year LTV
   2. Renewal rate (+ second year LTV
   3. Close rate assumptions
      1. Note: divide their warm close rate by 2 to get a more realistic cold close rate
   4. Lead pricing scenarios
      1. Please see “How To Price Our Service” section below

2. Outputs

   1. Final Cost-Per-Lead quote
   2. Estimated ROI (first year)
   3. Estimated ROI (second year)
   4. Estimated CAC
   5. CAC as a percentage of revenue

Closing Thoughts (~5-10 minutes)

1. Answer questions & handle objections
2. Ask Closing Questions to get micro-agreements on pain magnitude, solution value, and risk / return.

Next Steps (~1 minute)

1. Prepare PPL proposal
2. Send calculator sheet URL

#How To Price Our Service

Performance-Based Pricing Formula

We price our Cost-Per-Lead (CPL) according to the difficulty we expect in generating leads and the price sensitivity of the customer.

We use the following loose equation:

CPL = Baseline + (Offer Price Modifier + Offer Quality Modifier + Targeting Modifier + List Size Modifier)

Baseline Cost Per Lead = $100

• Prospect’s Offer Price (first year contract value)

  • $10k - $25k (+$100)
  • $25k - $50k (+$200)
  • $50k - $100k (+$300)
  • $100k to $200k (+$400)
  • $200k+ (+$500)

• Prospect’s Offer Quality (uniqueness & saturation)

  • High (0)
  • Medium (+$50)
  • Low (+$100)

• Target Verticals

  • Misc B2B verticals (+0)
  • Finance (+$75)
  • Law (+$75)
  • Medical (+$75)
  • Enterprise (+$100)
  • IT (+$125)

• Total List Size

  • 75k+ (0)
  • 50k - 75k (+$25)
  • 25k - 50k (+$50)
  • 10k - 25k (+$100)

Past Client Pricing Examples

JMReid Group - $300

• Base ($100) | $10-25k Offer ($100) | Low Quality Offer ($100) | Misc B2B Verticals ( $0) | 75k+ List Size ($0)

Eventgroove - $300

• Base ($100) | $10-25k Offer ($100) | Medium Quality Offer ($50) | Misc B2B Verticals ( $0) | 25-50k List Size ($50)

Central Time Developers - $400

• Work in progress

Global Spec - $150

• Work in progress

Datamatrix Technologies - $200

• Work in progress

ProMAX Systems - $300

• Work in progress

WelcomeWare - $400

• Work in progress

MTI Digital - $275

• Work in progress

Deledao $250

• Work in progress

OLO Builders - $400

• Work in progress

QuitCode - $300

• Work in progress

Kiingo - $250

• Base ($100) | $10-25k Offer ($100) | Medium Quality Offer ($50) | Misc B2B Verticals ( $0 )| 75k + List Size ($0)

#

#Discounting

Our Account Executives are free to discount within limits, and as long as we get something in return.

Things we want in return:
a) use of their logo in a case study
b) referrals to other Good Fit companies
c) guaranteed start date within 2 weeks
d) etc.

Call Three - Negotiations & Objection Handling

Prospects require a three (3) call closing process in approximately 50% of cases.

The reasons they need an extra call usually ranges from:

1. We didn’t do correct discovery to uncover pain
2. They’re introducing new stakeholders
3. The prospect wants to pushback on pricing
4. They need more clarity on process or next steps

Negotiations

1. Get verbal agreements on magnitude of pain, value, & implementation risk via Closing Questions
2. Closing Questions
3. Confirm final proposal details
4. Could happen either on Pricing Call or in email follow ups
5. Main things prospects try to negotiate:
   1. Onboarding fee amount
   2. Lead price
6. Common Concessions Prospects Want
   1. Waive or lower the onboarding fee
   2. Waive or lower the monthly fee
   3. Lower the Cost Per Lead

Final Closing Process

Once the deal has been finalized, prospects given the verbal on pricing, we are ready to move forward with the final closing process.

1. Modifying Proposal Template

   1. Sales - Closing Deals - Modifying PPL Proposal Based on Client Redlines

2. Modifying License Terms and Conditions

   1. Sales - Closing Deals - Updating License Terms and Conditions For New Opportunity

3. Creating Final Proposal

   1. Proposal Generation SOP (super old)

4. Uploading to Docusign & Execute the Agreement

   1. Sales - Upload, Send, and Execute a Docusign for Performance-Based Lead Gen Contract

5. Handing Off From Sales to Account Management

   1. SOP: Sales -> Account Management Handoff Process