Goal: ask the right questions, run the demo in their real account, prescribe the modules the demo proved they need, say the price and the bundle math out loud, and ask for the business. Then prove it in a mock demo with your manager.
PENDING Who closes (the founder or trained closers) and how setters book the demo are not final. Confirm with your manager before you run or book your first live demo.
Discovery, then the demo in their real account, then the prescription, then the price, then the close. The story never changes: "We found where you're invisible, and the fix is already in your account." No slides, only the real product.
Ask before you share your screen. Every answer changes which steps you lean on and which modules you prescribe. Listen more than you talk, and write down the three facts you will use at step 10: their goal, the service they most want to sell, and who decides.
| Topic | Ask | Why it matters |
|---|---|---|
| Goals | "If the next 6 months go well, what's different? Which service do you want more of?" | Tells you which service row to point at in AI answer rank and which neighborhoods matter on the map. |
| Current marketing | "What are you doing today to get found? Website, Google profile, social, ads, referrals? Who does it?" | Shows what's covered and what's empty. Never trash the person doing it now. |
| Channels they use | "Which social accounts do you actually post on? Do you run ads anywhere now?" | We only sell channels they use. It also tells you which ad channel to prescribe. |
| Footage | "Do you or your crew take photos or video on the job?" | Decides whether Social with video fits. |
| Timing | "Do you need new inquiries this month, or are you building for the year?" | "This month" points to ads. "This year" points to Website + SEO. |
| Budget | "What do you spend on marketing each month today, all in?" | Lets you size the bundle. Ad spend is separate from our fee, so ask about both. |
| Who decides | "Besides you, who else weighs in on a decision like this?" | If a partner decides, get them on the demo or book the second call now. |
"Here's my plan. A few questions so I know what matters to you, then I'll show you your account. Our team already set it up, so you'll see where customers can't find you and what's already done. If it fits, I'll tell you what I'd start with and what it costs. Sound fair?"
The step-by-step run of show is canonical on the Demo Script page. Use it every time. Do not rewrite it or run it from memory. In summary:
Before the call, work through the pre-call checklist. During the call, keep the "If they ask" answers open.
Don't read a menu. Let the demo pick the modules. Each row below is a thing they just saw on screen and the module that fixes it. Any one module can be bought on its own.
| What the demo showed | Prescribe | Say |
|---|---|---|
| Invisible on the map, rarely named by AI, a long Fixes list, reviews without replies | Website + SEO (includes local SEO) | "The map and the AI answers are the core problem, so Website + SEO is where I'd start. That covers the site, the content, your Google profile, posts and review replies." |
| No real social presence, or posts that stopped months ago | Social media | "Your social has gone quiet. We'd post a full plan every month on the channels you already use." |
| They have footage, a crew on site, before-and-after jobs, a face customers know | Social media with video | "You've got footage most businesses would kill for. Social with video turns it into short videos every month, like the one you just watched." |
| They need inquiries this month, not next year | Paid ads, per channel: pick the channel | "SEO builds, ads start now. For people searching for you on Google, start with Google Search. If your buyers scroll, add Meta." |
Search intent ("emergency plumber near me") points to Google Search. Visual or impulse buys point to Meta. Real-person video they can keep fresh points to TikTok. Before you name any platform or start date, check the ad platform status card. Don't state a platform's status from memory.
One module the demo proved beats four they didn't see a reason for. If they need two or more, bundle them. If they ask about something the demo didn't show, answer honestly and keep it out of the quote until it fits.
Prices and the bundle rule are canonical on Day 2 pricing. Check it before every call. State the price once, plainly, then stop talking. Say the bundle math out loud so they hear how you got to the number.
"Website + SEO is $600 a month. That's the site rebuild, the SEO content, the audit and fixes, your Google profile, posts and review replies, and the monthly report."
"Here's the full setup: Website + SEO is $600, social with video is $1,000, and ads on Google and Meta are $400 each, so $800. That's $2,400. Any two or more modules get 15% off, which takes it to $2,040, and we present that as $1,999 a month. Your ad spend is separate and goes straight to Google and Meta on your own card."
Ask for the business every time. "Let me know" is not a close.
"Let's get you started. The first step is connecting Google, Instagram and Facebook. Which one do you want to do first?"
"Do you want to start with Website + SEO on its own at $600, or add social with video so you get 15% off both?"
"Makes sense that your partner should see this too. Let's book 20 minutes with both of you so they see the same account you just saw. Is Thursday at 10 or Friday at 2 better?"
When they push back, use the backbone: validate, reframe with one fact, advance. Full handles live in the Objection Library.
If the email says a different number from the call, the deal stalls and trust breaks. Check the email against Day 2 pricing before you send. Never put a promised result in it. Use the commit line.
You don't pass by reciting features. You pass by listening, showing their real account, prescribing what the demo proved, saying the exact price, protecting the honesty gate and asking for the business.
| Criterion | What "pass" looks like |
|---|---|
| 1. Discovery | Learns goals, current marketing, channels used, footage, timing, budget and who decides before sharing the screen. Listens instead of interrogating. |
| 2. Prepared account | Knows the pre-call checklist was done and knows the top three fixes, the weak neighborhoods and the review to draft before the call starts. |
| 3. Story and no slides | Opens with "where you're invisible, and the fix is already in your account". Uses only the live product. |
| 4. The AI moment | Reads the "named in N of M" number from the screen, names the rival, then pauses and lets the prospect react. |
| 5. Map and fixes | Shows the weak neighborhoods and who wins there, then only the top fixes. Frames gaps as opportunities, never insults. |
| 6. Work already done | Shows posts, a review reply drafted but not posted, branded social and the video, and calls the video "your own footage". |
| 7. Prescription | Ties each module to something the demo showed. Checks the status card before naming an ad platform or start date. |
| 8. Price without flinching | States the exact price, says the bundle math out loud, separates ad spend, and doesn't invent a discount or a term. |
| 9. Honesty gate and objections | Handles two random objections with validate, reframe, advance. Promises no ranking, lead count, ROAS or timeline. Uses the commit line. |
| 10. Close and next step | Asks for the business with an assumptive or alternative close. If no decision, books a dated next call with the decision-maker before ending. |
Pair up. One plays the prospect, one runs the demo. Eight minutes, then two minutes of rubric feedback, then switch. All businesses are fictional.
Persona: Owner of a 12-truck heating and cooling company. Busy in summer, slow in spring.
Objection arc: "SEO is a scam" → "Can you guarantee I'll be on top of the map?" → "What's this going to cost me?"
A winning rep: validates the past experience, lets the Map rank grid show the neighborhoods where he's invisible, refuses to promise a rank and uses the commit line, then quotes Website + SEO and adds Google Search ads only if he needs calls this month.
Persona: Owner of a two-chair family dental practice who read about ads in ChatGPT.
Objection arc: "I want to be in ChatGPT" → "So the ads put me in the answer?" → "Let's do that first."
A winning rep: explains that ChatGPT ads are labelled cards below the answer and the answer itself never changes, says plainly that they're a poor fit for dental, shows the AI visibility check as the real path to being named, and prescribes Website + SEO.
Persona: Owner of a landscaping company. Her nephew posts on Instagram when he has time.
Objection arc: "My nephew handles it" → "He's free" → "Why would I pay $400?"
A winning rep: praises the effort, never knocks the nephew, asks how often he actually posts, shows a full month in her brand, and positions social as consistency she doesn't have to chase.
Persona: Owner of a roofing company who paid an agency for a year and got monthly PDFs he never understood.
Objection arc: "Agencies don't deliver" → "How do I know you're doing anything?" → "What if I want out?"
A winning rep: asks what broke, shows the Content Hub as the place where every piece of work waits for his yes, states "you own your content", and says the cancellation terms are being confirmed rather than guessing.
Persona: Founder of an online candle store. Only wants Meta ads and watches return on ad spend daily.
Objection arc: "Just run my ads" → "What ROAS will you hit?" → "Will you use your ad account?"
A winning rep: sells ads as a single module, checks the status card for Meta, refuses any ROAS promise, explains the client owns the ad account and card and sets the cap, and mentions SEO only as an option.
Persona: Managing partner at a small personal injury firm, worried AI will publish something the bar would object to.
Objection arc: "AI content is risky" → "Who's responsible if it's wrong?" → "Can you guarantee cases?"
A winning rep: explains the opt-in compliance profile and that nothing posts without approval, says the licensed attorney stays responsible, notes the writing never invents stats, reviews or awards, and gives no guarantee of cases.
Persona: Operator of a med spa with four locations who wants one monthly number.
Objection arc: "What's the price for all four?" → "Give me a discount" → "Will you get us more reviews?"
A winning rep: says extra-location pricing is pending and will be confirmed in writing, invents no discount beyond the 15% bundle rule, uses the compliance profile, and says "we reply to real reviews", never "we get you reviews".
Persona: Owner of an auto repair shop who picks up the call and wants a PDF.
Objection arc: "Just send me pricing" → "I don't have time for a demo" → "Fine, how long?"
A winning rep: agrees to send prices, explains the price only makes sense next to what's already in his account, offers a short demo with two concrete times, and books it.
28 questions. You need 90% to pass, which means at least 26 correct.