Sales Call Playbook

Business owners have three online concerns:

1. Can people find me online?
2. When they find me, do they trust me enough to call or buy?
3. Am I losing business to a competitor with a stronger online presence?

Visibility

"They can't find me" · Lead with SEO

Trust

"They find me but don't call" · Lead with Website Design

Competition

"My competitor is winning" · Lead with Design + SEO

The four-step call flow, from first hello to close. Each step is a move, not a script.

STEP 1

Open

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Goal: Be human. Get them talking about their business.

Call opening:

"Hey [name], this is [you]. Your account came across my desk and I noticed a couple things that might be costing you business online. I'm not sure yet if we can even help, but would you be open to me asking a few questions to find out?"

"Hey [name], this is [you]. The reason for my call — I was reviewing your account and something caught my eye that I wanted to ask you about."

Connecting questions:

"I see you've been a customer since [year] — is that when you started the business?"

"How'd you end up in the [plumbing / bakery / landscaping] world?"

"Tell me about your business — what do you guys do better than anyone else in [city]?"

"What's the part of the business you actually enjoy? And what's the part that drives you crazy?"

★ Always ask this one:

"How are most of your new customers finding you these days?"

Sounds like curiosity, but the answer usually points you straight at Visibility, Trust, or Competition before you even start Step 2.

Bridge to discovery:

"I'm not going to pretend I know your business better than you do — but I did notice a couple things on your account that caught my eye..."

✓ Are they talking? → Step 2.

STEP 2

Discover

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Goal: Surface which problem they have. Pick 2-3 questions — you're looking for a signal, not conducting a survey.

If they HAVE a website:

[V] ★ "Are you getting any leads or calls from your website, or is it pretty quiet on that front?"

[V] "If someone Googles what you do in your area, do you know where you show up?"

[V] "Has anyone ever told you they had trouble finding you online?"

If they said yes → Visibility → Lead with SEO

[T] ★ "Do you like what customers see when they pull up your website?"

[T] "When someone lands on your site, what do you want them to do — and is that actually happening?"

[T] "When's the last time you made a change to the site — even something small?"

If they said yes → Trust → Lead with Website Design

[C] ★ "Have you noticed any competitors showing up above you when you search for what you do?"

[C] "Do you know what your closest competitor's website looks like right now?"

If they said yes → Competition → Lead with Design + SEO

If they DO NOT have a website:

[V] ★ "How are people finding you right now — word of mouth, social media, something else?"

[V] "When someone hears about you and wants to learn more, where do they go?"

If they said yes → Visibility → Lead with Website + SEO

[T] ★ "When someone gets a referral to call you, do they have any way to check you out first?"

[T] "Do people ever ask you for a website and you have to tell them you don't have one yet?"

If they said yes → Trust → Lead with Website Design

[C] ★ "Is there a point where not having a site has cost you business to someone who does have one?"

[C] "When a customer is choosing between you and a competitor, what are they basing that on right now?"

[C] "Are your competitors online? Do you know what their sites look like?"

If they said yes → Competition → Lead with Design + SEO

Listen. Note their exact words — you'll feed them back later.

Go deeper — consequence questions

"How long has that been going on?"

"What do you think that's costing you?"

"What happens if nothing changes in the next six months?"

If the signal is unclear

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"What would make the biggest difference for your business right now — being easier to find, looking more professional online, or keeping up with your competition?"

✓ Problem named? → Step 3.

STEP 3

Solution Awareness

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Goal: Let them describe the value in their own words.

Visibility → SEO:

★ "If people in [city] started finding you first when they searched — instead of your competitor — how would that change things for you?"

Go deeper: "And what would it mean for the business if the phone started ringing from those searches every week?"

Trust → Website Design:

★ "If we could build you a site that makes people trust you the moment they land on it — what would that mean for you?"

Go deeper: "And if that site started turning visitors into actual calls instead of sitting there — how would that change things?"

Competition → Website Design + SEO:

★ "If we could redesign your site to match or beat your competitor's — and get you ranking above them on Google — how would that change the game for you?"

Go deeper: "And what would it mean if every month, more of those leads came to you instead of them?"

✓ Did they describe the value themselves? → Step 4. If not → go back to discovery.

STEP 4

Close

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Goal: Let them close themselves.

The close:

1. Summarize: "So it sounds like [their problem in their words] has been costing you for a while — is that a fair summary?"

2. Solution: "Would it help if we could fix that, or...?"

The trailing "or...?" is intentional — let it hang. It invites them to finish the thought, which gets them agreeing with themselves instead of with you.

3. Ownership: "What would you like to do from here?"

After they commit — the add-on:

[V] "Are you still using a Gmail, or do you have something with your business name?"

[T] "I'll include the Site Maintenance Plan — anytime you need changes, we handle it. Make sense?"

[C] "Should we add Digital Marketing? Social, ads, reviews — everywhere your competitor is."

If they hesitate:

Ask one question to surface what's actually going on. If they name a specific objection, jump to the matching rebuttal below.

"What specifically are you weighing?"

"When you think about what this problem is costing you right now, how does that compare to the investment?"

"What would need to be true for this to feel like the right move?"

→ "Let me think about it" / Price → "I already have that" → "I've been burned before"

Never argue. Never push. Ask the next question.

If they don't close today:

"I completely understand. Let me send you a quick summary and I'll check back in a couple days."

Write down: their problem in their words, what you recommended, why they didn't close.

On the callback: "Hey [name], I'm following up on our conversation about [their problem in their words]. Have you had a chance to think about it?"

Visibility — They can't find me

Trust — They find me but don't call

Competition — My competitor is winning

Opening resistance — first 30 seconds

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These happen before discovery even starts. If you don't have a reply ready, the call ends here.

CUSTOMER: "I'm driving / I'm with a customer / I can't talk right now."

"No problem at all — I'd rather catch you when you can actually think. Would later today or tomorrow morning be better? This is about your [website/online presence] and I want to make sure you're actually getting something out of it, not just wasting my breath."

CUSTOMER: "Who gave you my number? / How'd you get my info?"

"Fair question — you're a GoDaddy customer, so your account came up in my review this morning. I wasn't calling to sell you something, I was calling because I noticed a couple things on your account I wanted to ask you about. Mind if I take 60 seconds to explain?"

CUSTOMER: "Just send me something in email."

"I can do that — but honestly, a generic email probably isn't going to be useful. What's the one thing about your online presence that's actually been on your mind? If I know that, I can send you something that's actually worth your time to read."

CUSTOMER: "I'll just Google it myself / I'll figure it out."

"Totally get that — and you might. The thing is, there's about a hundred ways to do this wrong and three that actually work. Before you go down that road, can I ask what you'd even be Googling for? That way I can at least point you at the right thing — even if you don't end up working with us."

"I don't know" / "I don't deal with that"

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CUSTOMER: "Honestly, I have no idea."

"That's more common than you'd think — most business owners are too busy running the business to monitor it. That's kind of why I'm calling. When someone searches for what you do in your city, do you know if you're showing up?"

CUSTOMER: "I don't really deal with that stuff, my nephew/kid/friend set it up for me."

"That's really common — most business owners are running the business, not managing the tech. Did they set it up recently or has it been a while? Google changes what it looks for pretty regularly, and a site that ranked well two years ago might be invisible now."

"Things are fine" / "I don't need anything right now"

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CUSTOMER: "I think it's fine. I haven't heard any complaints."

"That's fair — no news is usually good news. The tricky part is you usually don't hear when someone lands on your site and leaves. They just call your competitor instead. When was the last time you actually looked at it on a phone?"

CUSTOMER: "We get most of our business from referrals so the website isn't really a priority."

"Referrals are the best kind of business, honestly. The thing is — even referral customers Google you before they call. If your site doesn't back up what they heard about you, you can lose a warm lead. Does your site do justice to your reputation?"

CUSTOMER: "Business is pretty good right now so I'm not too worried about it."

"That's great to hear — genuinely. The best time to invest in this stuff is actually when business is good, not when you're scrambling. A strong online presence is what prevents the dry spells in the first place."

CUSTOMER: "We just redid the website about a year ago."

"Nice — so it's relatively fresh. A redesign doesn't automatically move the needle on search rankings though, that's a separate piece. Do you know how it's performing on Google since then?"

"I know there's a problem, but..."

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CUSTOMER: "Yeah honestly the site is pretty outdated, I've been meaning to do something about it."

"I hear that a lot — and honestly it makes sense, you're running a business. What's held you back — is it time, budget, not knowing where to start?" [Let them answer, then:] "That's exactly what our website design team handles — they do the whole thing for you. What would it mean for your business if that was finally off your plate?"

CUSTOMER: "I know we're not showing up on Google like we should be."

"At least you know it — a lot of people don't. How long has that been the case? Every month that goes by, potential customers are finding your competitor instead of you. Do you know who is showing up above you?"

CUSTOMER: "I've thought about SEO but I don't really understand it."

"That's honestly the right instinct — most business owners know they need it but aren't sure what it actually means. You don't need to understand it, that's what we're here for. The simple version: SEO is making sure Google knows your business exists and recommends it to people already searching for what you do. Want me to tell you what that looks like in practice?"

"I'm skeptical" / "I've been burned before"

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CUSTOMER: "I tried SEO before and it didn't work."

"That's frustrating — and I hear it more than you'd think, because most SEO providers are invisible. They take the money, you get a report every month, and nothing changes. What did the last person actually show you — rankings, traffic, or did they just say 'it's working'?"

CUSTOMER: "I'm not really looking to spend any money right now."

"Totally understand — and I'm not going to push you toward something that doesn't make sense. Have you thought about what it might be costing you right now to not have this addressed? Sometimes the cost of doing nothing ends up being higher than the investment to fix it."

CUSTOMER: "I already have someone handling my marketing."

"That makes sense — if you've already got someone in your corner, I don't want to step on that. I'm not really calling to replace what you have. I'm more curious whether there are gaps. Do you know if they're handling your actual website, or mainly the campaigns? A lot of times the marketing is running fine but the site it's sending people to isn't converting — and that's where the money leaks."

"I'm interested" / "Tell me more"

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CUSTOMER: "Actually yeah, I've been wanting to talk to someone about this."

"Perfect timing then. Tell me what's been on your mind — what's the biggest thing about your online presence that's been bugging you?" [Let them talk. Don't interrupt. The product will reveal itself.]

CUSTOMER: "What exactly are you offering?"

"We help small businesses get found online and look credible when people land on them — websites, SEO, that kind of thing. But which of those actually matters for you depends on your situation. What's the biggest thing about your online presence that's not working right now?"

CUSTOMER: "How much does this stuff cost?"

"Depends on what you actually need — a basic website starts around a few hundred dollars, SEO is a monthly service, and we have options at different levels. Before I throw numbers at you, can I ask one quick question? What's the specific problem you're trying to solve? That way I can point you at the right thing instead of the most expensive thing."

"Let me think about it" / Price objections

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CUSTOMER: "Let me think about it."

"That makes total sense — this is an important decision. When you say you want to think about it, what specifically are you weighing?" [If they can't name anything:] "Totally fair. What would need to be true for this to feel like the right move?"

CUSTOMER: "That's more than I was expecting."

"Totally fair. Before we talk numbers — what do you think it's costing you right now not to have this fixed? Because sometimes what feels expensive is actually less than what the problem is already costing you every month."

CUSTOMER: "I need to talk to my partner / spouse first."

"That makes total sense. What do you think their biggest concern will be? If I can help you answer that ahead of time, it might make that conversation easier."

CUSTOMER: "Can you just send me some information?"

"I can absolutely do that. Before I do — what specifically would be most helpful for me to include? That way I'm not sending you a generic brochure."

"I don't need a website"

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CUSTOMER: "I don't really need a website, I'm on Facebook."

"Facebook is a great way to stay in touch with customers you already have. The gap is reaching the ones who don't know you yet — they're searching on Google, not scrolling Facebook. A website is how you show up when someone searches for what you do in your area."

CUSTOMER: "Websites are too expensive for what I need."

"I get that — and honestly a lot of business owners assume it's more than it is. Can I ask what you think it would cost? Because the real question is what it's costing you right now not to have one — every customer who Googles you and finds nothing is a customer your competitor gets."

CUSTOMER: "I get all my business from word of mouth, I don't need to be online."

"Word of mouth is the best kind of lead, no question. But here's what happens — someone gets your name from a friend, and the first thing they do is Google you. If nothing comes up, or they find a competitor first, that warm referral just went cold. A website makes sure word of mouth actually converts."

CUSTOMER: "I just use Google My Business / my Google listing."

"That's a great start — and it shows you're thinking about being found. The limitation is that a Google listing only shows basic info. A website lets you tell your full story, show your work, and give people a reason to call you instead of the next result. It also helps your Google listing rank higher."

CUSTOMER: "I'll just build one myself when I have time."

"I totally get that. The challenge is that 'when I have time' usually means it keeps getting pushed back — and in the meantime, every day without a site is a day your competitors are getting the calls. Our design team handles the whole thing so you don't have to carve out time you don't have."

"I already have that" / "I'm already paying for that"

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CUSTOMER: "I already have SEO" / "I'm already paying for that."

"That's great — you're already investing in the right area. Do you know how it's actually performing? When's the last time you looked at your rankings or checked where you show up compared to your competitors? I'd love to make sure you're getting the results you're paying for."

CUSTOMER: "I already have a website."

"Perfect — so you've already taken that step. How's it actually working for you — are you getting calls from it, or is it sitting there doing nothing? A lot of business owners have a site but it's not actually doing the work it could be."

CUSTOMER: "I already have someone doing my marketing."

"Good — that's a smart move. Do you know if they're covering all of it — SEO, your website, reviews, listings? Most agencies specialize in one area and leave gaps in others. The question isn't whether someone's doing something — it's whether the full picture is covered. What's actually bringing in most of your new business right now?"

"No" — The Graceful Exit

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CUSTOMER: "I'm not interested, please stop calling."

"I respect that completely. If anything changes down the road, you've got my name. I'm here if you ever need anything. I hope the business keeps doing well."

Leave the door open. The customer who says no today is the customer who calls you back in six months — if you exit with class.

Part 1: What Small Business Owners Actually Care About

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Business owners have three online concerns:

1. Can people find me online?
2. When they find me, do they trust me enough to call or buy?
3. Am I losing business to a competitor with a stronger online presence?

Everything you sell maps to one of those three. Keep this in mind on every call.

Part 2: The Three Core Conversations

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Conversation 1: The Visibility Problem → SEO

When customers can't be found online, SEO is how you solve it. If they're not showing up when someone searches for what they do in their city, nothing else matters. Managed SEO means our team does the work — the customer doesn't need to understand it, they just need to see the results.

"SEO is basically paying to be found by people who are already looking for you. Those are the warmest leads you can get."

Conversation 2: The Trust Problem → Website Design

When a customer's site doesn't convert — or they don't have one at all — Website Design is the answer. An outdated, cluttered, or mobile-broken site turns visitors away in seconds. A professionally built, SEO-ready site signals legitimacy instantly and gives customers a reason to call instead of clicking away.

"You've got about three seconds before a visitor decides to stay or leave. What does your site do in those three seconds?"

Conversation 3: The Competition Problem → Website Design + SEO

When a competitor is winning leads, you attack both sides of the equation at once. A redesign levels the playing field on first impression, while SEO gets them ranking above — or next to — the competitor on Google. Run together, they close the gap faster than either product alone.

"Your competitor isn't waiting. Every month you wait, more leads are going to them instead of you."

Part 3: The Call — From Rapport to Diagnosis

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Small business owners get a lot of sales calls. The ones that work are the ones where the customer feels like the person on the other end actually gives a damn. Your job in the first few minutes isn't to sell anything. It's to be the most human voice they've heard all day.

Step 1: Build Rapport

After your intro, connect first. If you have their account in front of you, bring up how long they have been a customer, then ask something about their business that gets them talking as a person, not a prospect.

THE RULE: Rapport comes before everything else. If they don't trust you, nothing else in this playbook matters.

Step 2: Discovery

Your job is to surface which of the three problems they have. The questions you ask should do diagnostic work, not just make conversation. The path splits based on whether they have a website or not — each path should point you toward visibility, trust, or competition. By the time discovery is done, you should already have a strong signal.

For customers without a website, also surface infrastructure gaps — no domain, no professional email. These are your add-on opportunities.

The Diagnostic Pivot:

If they have a website: "I want to ask you something real quick — do you know how your website is actually performing right now? Like, whether people are finding it on Google, or how it looks compared to your competitors?"

If they don't have a website: "Can I ask — when someone in your city needs what you do, how are they finding you right now?"

LISTENING IS THE JOB:

Note the specific words they use — "my site looks old," "nobody calls from the web," "my competitor just redid theirs." Feed those exact words back to them later. Nothing builds trust faster than hearing your own words reflected back accurately.

THE RULE: Get them talking about their business before you say a single word about a product. The sale happens in that gap.

Part 4: The Connection — Let Them Sell Themselves

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Don't tell the customer what the product does and why it matters. Instead, ask questions that let them discover the value themselves. The more they describe how the solution would help, the more committed they become — before you ever ask for the sale.

The Structure:

Solution Awareness: "If we could [solve the problem they described], how would that change things for your business?"

Let them answer. They just described the benefit in their own words — that's 10x more powerful than you saying it.

Consequence Contrast: "And what happens if this stays the way it is for another six months or a year?"

Let them answer. Now they've described both the upside and the cost of inaction. They've sold themselves.

Example — SEO for a plumber in Dallas:

"If we could get you showing up when someone in Dallas searches for 'plumber near me' — so those people are finding you instead of your competitor — how would that change things for you?"

"And what happens if that doesn't get fixed for another year — how many calls do you think you're missing?"

Example — Website Design for a landscaper whose site looks outdated:

"If we could build you a professional site that makes people trust your business the moment they land on it — what would that mean for you?"

"And knowing that someone is landing on your current site and leaving — what do you think that's costing you every month?"

THE RULE: If they can't describe how it would help them, you haven't uncovered the real problem yet. Go back to discovery.

Part 5: The Close

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Move 1 — Summarize their words, not yours

"So based on everything you've told me — [restate their problem in their exact words] — and it sounds like that's been [costing them / holding them back] for a while now. Is that a fair summary?"

Wait for the yes. They just confirmed their own problem and its cost.

Move 2 — Solution question (not a recommendation)

"Would it help if we could [solve the specific problem they described]?"

You're asking them if solving their problem would be valuable. They will say yes — because they just spent five minutes telling you it would.

Move 3 — Ownership question

"What would you like to do from here?"

Put the decision in their hands. If they've been answering consequence and solution questions, they already know the answer. Let them say it.

When they hesitate, ask: "What specifically is making you pause?" Let them name it, then go to The Rebuttal Guide.

THE MINDSET SHIFT: Stop telling customers why they should buy. Start asking questions that help them tell you why they need to. When they describe the problem, the cost, and the solution — the sale is already made.

Study mode. Walk through the four-step framework with a random prospect profile. Every step shows realistic options — pick the strongest NEPQ move, get targeted feedback on what you missed.

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Press New call to start.

You'll get a random customer profile. Make choices at each step. See what to practice next.

Revenue Leak Calculator

Show the customer exactly how much money is walking out the door to a competitor every month — before you ever mention price.

Avg. Sale Value

Ask: "What's a typical job or sale worth to you?" First transaction only — keep it conservative.

Current Customers (per month)

Ask: "Roughly how many new customers are you getting from your online presence right now each month?"

Missing Customers (Going to Competitors)

Your estimate — how many people in their area are searching for this service right now but landing on a competitor instead. Even 2–3 is enough to make the math sting.

Fill in the three fields above to see the leak.