# Before the call
- Their site, their offer, who they sell to
- What they said on the booking form: [their words]
- Goal for this call: a clear yes, a clear no, or a booked next step

# Open
- "Thanks for making the time. We have [30] minutes, does that still work?"
- "I'll ask about where things are now, then show you how we'd help, then we decide if it's a fit. Sound good?"

# Their problem
- "What made you book this call now?"
- "What have you tried so far?"
- "What happens if this stays the same for 6 more months?"
- Write their exact words down. Use them later.

# Their numbers
- "How many [leads, clients, hours] a month today?"
- "What's one new client worth to you?"
- "Where would you want that to be in 90 days?"

# Who decides
- "Who else signs off on this?"
- "When do you need this live?"
- "Are you talking to anyone else about it?"

# Budget
- "Have you set aside a budget for fixing this?"
- If no, and only if it's true: "Clients like you usually invest [range]. Is that in the ballpark?"

# Pricing
- [Package 1]: [what's in it], [price]
- [Package 2]: [what's in it], [price]
- Say the price, then stop talking.

# "That's more than we expected"
- "Fair. Compared to what?"
- Tie it back to their number: "You said one client is worth [X]. This pays for itself at [N] clients."
- No client number to point to? Use the cost of waiting: "What does another [6] months of this cost you?"

# "We need to think about it"
- "Totally. What part do you want to think through? Price, timing, or whether it'll work?"
- Then answer that one thing.

# "Can you do it cheaper?"
- "I can do less for less. Which part would you drop?"
- Never cut the price for the same scope.

# "We tried an agency before"
- "What went wrong last time?"
- "We'd avoid that with [your process, reporting, who they talk to]."

# "How fast will we see results?"
- "First [result] in [timeframe]. Full results by [timeframe]."
- Only promise what you've done before.

# Case study
- Real, documented results only
- [Client type] had [problem]
- We did [what you did]
- [Result with a number] in [time]

# Second case study
- [Client type] had [problem]
- We did [what you did]
- [Result with a number] in [time]

# Guarantee
- [Your guarantee, if you have one]
- Or: "If we don't hit [milestone] by [date], we put in up to [N] more hours free, as long as [what they need to deliver] arrives on time."
- Put its conditions in writing before you offer it.

# Next step
- "Based on what you told me, I'd suggest [package]. Want to get started?"
- If yes: "I'll send the agreement today. Can we pick a kickoff date now?"
- If not yet: book the follow-up before you hang up.

# If you go blank
- Ask a question: "Can you say more about that?"
- Repeat their last words back to them
- Look at Their problem and Their numbers