① Opening
② Diagnosis
③ Position
④ Present
⑤ Close
⑥ Post-Call
Opening
Build rapport and set the agenda — first 3–4 minutes
3–4 min
Opening Line
"Thanks for jumping on — really appreciate it. I've had a look at [Business] before the call. Quick bit of housekeeping: we've got 30 minutes together. I'll ask you some questions about what's happening at the moment with your marketing, tell you a bit about what we do, and we'll see if there's a fit. Sound good?"
Transition to Diagnosis
"Let me start with you — just to make sure anything I share later is actually relevant. Can you tell me a bit about where things are at the moment with [marketing / social / leads]?"
👉 Let them talk. Don't interrupt. Just nod and take notes.
Pre-Call Notes
Diagnosis
Understand their situation, pain, and goals — 8–10 minutes
8–10 min
- Q1What does your marketing look like right now — what are you doing, if anything?Copy
- Q2Where are most of your new clients / enquiries coming from at the moment?Copy
- Q3What would you say is the biggest challenge you're facing with getting more clients right now?Copy
- Q4Have you tried social media or email marketing before? What happened?Copy
- Q5What does a good month look like for you — what numbers would you be happy with?Copy
- Q6What's the average value of a new client to your business?Copy
- Q7Is growing the business a priority for you right now, or is it more about stabilising first?Copy
Diagnosis Notes
ROI Calculator (Live)
Current monthly revenue—
Projected extra leads/mo—
Projected extra revenue/mo—
Package cost—
Monthly ROI—
Position
Connect what you heard to what you do — 4–5 minutes
4–5 min
Positioning Bridge
"OK, so what I'm hearing is [summarise their problem in their words]. That's exactly the situation most of our clients are in when they first come to us — before we start working together. What we do is..."
What We Do (one-liner)
"We handle the marketing completely — content for social, email campaigns, and LinkedIn outreach — so that your business is consistently visible to the right people, every single month, without you having to think about it."
Proof Point
"For example, we've got a [similar business type] in [city] who was in almost exactly the same position — [brief problem]. Within 60 days, [specific result]. We do that by [one key mechanism]."
💡 Pick the most relevant case study — Med Spa → Luxe Aesthetics; Estate Agent → Caldwell & Moore
Their Key Problem (in their words)
Present
Walk through the offer — 5–7 minutes
5–7 min
Growth Package
£750/month
Social media content: 20 posts/month + scheduling. Designed for businesses that need consistent presence without the hassle. Great starting point.
Scale Package Most Popular
£1,250/month
Everything in Growth + email marketing: monthly newsletter + lead nurture sequence. Two channels working together. This is where most clients see the fastest results.
Dominance Package
£1,500/month
Everything in Scale + LinkedIn outreach: 20 targeted messages/week to your ideal clients. Full marketing stack on autopilot. For businesses serious about growth.
Presenting the Options
"Based on what you've told me — [their goal] — I'd actually recommend the [X] package. Here's why: [reason tied to their specific goal]. But I'll show you all three so you can see exactly what's included at each level."
On Pricing Questions
"Our packages start at £750/month. The reason I'd rather talk about that now than dance around it — if it's not the right investment for where you are, there's no point in either of us spending more time. Does the investment range make sense for you?"
Recommended Package
Close
Handle objections and commit to next step — 5–8 minutes
5–8 min
Closing Question
"How does that all sound? I want to make sure everything I've shared actually makes sense for where [Business] is right now."
Common Objections
"I need to think about it." ▼
"Of course — and I'd never push you into anything. What specifically do you want to think through? Is it the investment side, or is it more whether now's the right time?"
"It's too expensive." ▼
"I get that. If I take the Scale package — £1,250/month. If you bring in just one new client from that activity, you've paid for it. Based on the client value you mentioned, that's actually [X]× ROI on month one. Does that change the picture at all?"
"I tried social media before and it didn't work." ▼
"That's really common, and I'd want to understand what that looked like. Most of the time it's because it was inconsistent, or the content wasn't specific enough to drive enquiries. What we do differently is [specific mechanism]. Can I show you an example from someone in your sector?"
"I'll do it myself / we have someone in-house." ▼
"That's totally valid. The difference is usually consistency and specialisation — our team does this for 15+ clients across the same sectors, so we know what converts. But I'd ask: is that person generating enquiries right now? If yes, brilliant. If not, it might be worth a conversation."
"Can you guarantee results?" ▼
"I can guarantee the work gets done — content published, emails sent, LinkedIn messages going out every week. Results depend on your market and your offers, but the infrastructure we build gives those results their best possible chance. That's the honest answer."
"We're not ready yet." ▼
"When you say not ready — is that around budget, or is it more timing? I ask because the businesses that feel 'not ready' are usually the ones that benefit most from getting consistent marketing running, even at a smaller scale. What would 'ready' look like for you?"
Next Step (always book something)
"Here's what I'd suggest: let's not leave it vague. Either we move forward, or we agree it's not right and both save time. If you want to go ahead, I can send the contract over today and we can start Week 1 next Monday. If you need a day, that's fine — but can we agree on a specific time I'll follow up?"
Post-Call
Save notes and log to CRM — do this within 10 minutes
10 min
Call Summary
✓ Saved to CRM
Post-Call Actions
- 📧 Send follow-up email within 2 hours
- 📋 Update CRM status + add contact log entry
- 📅 Book follow-up in calendar if not closed
- 📄 Send contract if they said yes
- 🗒 Record call outcome in KPI tracker