Market Research & Sales Process
Key Message: Listen first, pitch second. Understand their actual problem before you pitch anything.
Why Market Research Matters
Most salespeople fail because they pitch too early. They assume they know the prospect's problem and jump straight into "Here's what I can do for you."
The best salespeople ask questions first. They dig into the prospect's world, understand their specific challenges, and only then present a solution. This isn't manipulation—it's genuine curiosity and problem-solving.
Before every sales call, do your homework. Here's what to research:
1. Their Business
- • How long have they been in business?
- • What services do they offer?
- • What are their price points?
- • Who are their competitors?
2. Their Online Presence
- • Do they have a website? Is it good?
- • Are they active on social media?
- • Are they running ads? (Check Facebook Ad Library)
- • What do their reviews say?
3. Their Pain Points
- • Are they getting enough customers?
- • Do they have slow seasons?
- • Are they relying on word-of-mouth?
- • Do they have a lead generation system?
Pro Tip: Spend 10-15 minutes researching before every call. It shows you care and helps you ask better questions.
This is not a sales pitch. It's a conversation to understand if you can actually help them. Here's the structure:
1. Build Rapport (2-3 minutes)
Start with small talk. Mention something specific about their business that you noticed during research.
"Hey Sarah, thanks for hopping on. I checked out your med spa's Instagram—your before/after photos are incredible. How long have you been in business?"
2. Understand Their Situation (5-10 minutes)
Ask open-ended questions to understand their current state:
- • "How are you currently getting new clients?"
- • "What's working well for you right now?"
- • "What's been challenging?"
- • "If you could wave a magic wand, what would your ideal client flow look like?"
3. Identify the Pain (3-5 minutes)
Dig deeper into their specific problem:
- • "How much does an empty appointment slot cost you?"
- • "What happens during your slow months?"
- • "Have you tried Facebook ads before? What happened?"
- • "What's your biggest frustration with marketing right now?"
4. Present the Solution (5 minutes)
Only now do you pitch. Connect your solution directly to their stated problem:
"Based on what you've shared, it sounds like the main issue is inconsistent lead flow. You're great at what you do, but getting new clients is unpredictable. Here's how we can help..."
5. State Your Price (30 seconds)
Say it confidently and stop talking:
"The investment is $997 per month, and that includes everything—ad management, lead capture, follow-up, reporting. Plus you'll spend about $500-1,000 on ad spend directly to Facebook."
[STOP. Let them respond.]
6. Handle Objections (varies)
See objection handling framework below.
7. Close or Next Steps (2 minutes)
Either they say yes, or you schedule a follow-up. Don't leave it vague.
Objections are normal. Don't panic. Here's how to handle the most common ones:
Objection: "It's too expensive"
What they're really saying: "I don't see the value yet."
How to respond:
"I totally understand. Let me break down the math: If we bring you just 3 new clients per month at your average $3,000 customer value, that's $9,000 in new revenue. Your investment is $997 + ad spend, so about $2,000 total. You're netting $7,000. Does that make sense?"
Objection: "I need to think about it"
What they're really saying: "I'm not convinced yet" or "I need to talk to my partner."
How to respond:
"Of course. What specifically do you need to think about? Is it the price, the timeline, or something else? I want to make sure I've answered all your questions."
Objection: "I tried ads before and they didn't work"
What they're really saying: "I'm skeptical."
How to respond:
"That's actually really common. Most people try to run ads themselves or hire someone cheap, and it doesn't work. The difference is we specialize in [your niche]. We know what works for med spas specifically, and we manage everything for you. Can I ask—what happened when you tried ads before?"
Objection: "Can I start with a lower package?"
What they're really saying: "I want to test the waters."
How to respond:
"I don't offer lower packages because I want to make sure you actually get results. To run effective ads, we need a minimum budget and time to optimize. If I offered a cheaper option, I'd be setting you up to fail. I'd rather not work together than take your money and not deliver."
Key Principles
- Ask more than you talk. The best salespeople listen 70% of the time.
- Don't pitch until you understand their problem. Premature pitching kills deals.
- State your price confidently. Don't apologize or justify. Just state it and stop talking.
- Objections are buying signals. If they're objecting, they're interested. Answer their concerns.
Next Step
Once you close your first client, you need to set up their sub-account in GoHighLevel.
"Automate the technical work."
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