Sales Call Playbook

Here’s a cleaned-up sales process based 1:1 on that Jason Brown call, so your team can repeat it without having to “be Mariah” to do well.

Jason Brown Call Recording for reference: https://app.avoma.com/meetings/f6568d9a-d5f0-469f-abe7-b7c5f31ee634

I’ll lay it out as a step‑by‑step framework + sample talk tracks you can literally plug into a call guide.

AA Core Sales Call Flow

Goal: Move a qualified AgencyZoom user to a clear decision on a Scale package (or appropriate alternative) while staying consultative, honest, and direct.

STAGE 0 – Pre‑Call Setup (5–10 min)

Purpose: Show up prepared and avoid “what do you do again?” energy.

Checklist:

• Look them up:

  • Website, location, size, lines of business

  • Any obvious carriers/AMS/phone mentions

• Note:

  • Are they already on AgencyZoom or just demoing?

  • Any prior interactions with AA (webinar, YouTube, referral)?

• Prep materials:

  • Slides/visuals for:

    • AgencyZoom benefits (sales + service + data)

    • AA offers: Sprint / Scale / Custom / TechOps

    • Workflow menu

    • Pricing slide

  • Calendar link ready to paste in chat or email.

• Open their CRM opp / pipeline card and have a place to log the key answers.

STAGE 1 – Warm Welcome & Frame the Call (2–3 min)

Purpose: Build rapport, set expectations, and position this as a working session, not a pitch.

Talk track:

“Hey [Name], it’s really good to meet you.
Before I dive in or show anything, I like to understand your agency a bit — where you are, what you’ve already tried, and what you actually want AgencyZoom to do for you.
Then I’ll walk you through how we work with agencies, share which package I think fits you best, and we’ll talk pricing + next steps.
Does that sound good?”

Key reminders for reps:

• Use first names a lot.

• Laugh, react, be human.

• You’re collaborating on a solution, not “selling software.”

STAGE 2 – Agency Snapshot Discovery (5–7 min)

Purpose: Understand business model, growth direction, and context for change.

Core questions (use almost verbatim):

1. Location & tenure

   • “Where are you guys based?”

   • “How long has the agency been around, and how long have you been the owner?”

2. Book & lines of business

   • “What’s your split between personal and commercial right now?”

   • “Which lines are you trying to grow over the next 12–24 months?”

3. Team composition

   • “How many people are on the team today?”

   • “How many producers vs account managers?”

   • “Are your producers more inside sales (catching inbound) or out knocking on doors and building relationships?”

4. VAs / outsourcing

   • “Do you use any virtual assistants or outsourcers today, or is everything handled in‑house?”

What to listen for / note:

• Are they trying to shift mix (like Jason moving from 98% PL → more CL)?

• Do they have enough staff to actually use automation?

• Any comments that hint at chaos vs order (e.g., “unfortunately, our producers are mostly reacting”).

STAGE 3 – Tech Stack & “Why Now?” (7–10 min)

Purpose: Surface the pain that justifies a $10k project and understand ecosystem complexity.

Core questions:

1. Current stack & changes

   • “What AMS are you on now, and what did you come from?”

   • “I heard you say you’re changing [AMS / rater / phones / CRM] — what prompted all of those changes?”

2. Experience with other vendors

   • “You mentioned [Lava / Catalyit / other]. What didn’t fit there?”

   • “What were you hoping they would solve that they didn’t?”

3. Status with AgencyZoom

   • “Have you already signed up for AgencyZoom, or are you still in the quoting/demo phase?”

   • “Who’s your rep over at AgencyZoom?”

4. Other tools to be aware of

   • “What else are you using that we should know about — form tools, quoting tools, AI helpers, service centers, etc.?”

What to listen for / label:

• Are they an efficiency nerd (like Jason) or more “big picture visionary”?

• Have they been burned by other providers? (e.g., didn’t like a VA‑heavy model; felt “sold to, not listened to.”)

• Are there constraints like carrier compliance or AI tools (e.g., Neon Service Center) that you need to remember later?

STAGE 4 – People, Process & SOPs (5–7 min)

Purpose: Gauge maturity and readiness for implementation-heavy work (especially Scale/TechOps).

Core questions:

1. SOPs

   • “Do you have a written procedure manual or standard operating procedures right now?”

   • “Is that mostly ‘how to use HawkSoft/Epic/QQ,’ or does it also cover things like follow‑up, quoting standards, sales process, etc.?”

2. Coverage

   • “Does it cover service, sales, renewals, cross‑sell, and how you use tools like Canopy, raters, phone, etc. — or is it more limited right now?”

What to listen for:

• “In process” SOPs → great candidate for a guided build (Scale / TechOps).

• If they don’t have a sales process documented, note that: this becomes a big selling point:
  “We’ll give you a proven sales process in AgencyZoom.”

STAGE 5 – Clarify Their Ask: “What Do You Actually Want Help With?” (3–5 min)

Purpose: Get their words on the real problem: setup vs training vs integrations vs change management.

Core question:

“You’ve done demos, watched videos, and you know you want AgencyZoom. When you think about us, what are you hoping we’ll actually do for you once you move over?”

Typical answers you want to pull forward:

• “Setting it up so everything talks to everything.”

• “Building the pipelines and workflows so we’re not reinventing the wheel.”

• “Training the team and holding them accountable so they use the system.”

• “Having experts to call when we break something or want to tweak it.”

Mirror and label their answer:

“So it sounds like you’re not looking for more software. You’re looking for someone to build it the right way, train your people, and keep you out of the weeds, right?”

Get a “yes” here.

STAGE 6 – Educate & Position AA (5–7 min)

Purpose: Normalize hiring consultants, frame AA as the expert operator, and differentiate from other options.

Key talking points (short version):

• Consultant ecosystem reality

  • “Most robust CRMs and project tools build an ecosystem of consultants because they know their customers don’t have time to become platform experts.”

  • “We’re the people who live in AgencyZoom all day so you don’t have to.”

• Tech + operations + change

  • “Good automation isn’t just tech. It’s sales process, operations, compliance, and training. Most agency owners are great at sales, not at building systems.”

  • “We don’t just build workflows; we teach your staff how to work inside them and we spot‑check their work.”

• Our lane

  • “We don’t provide VAs or staff; we build the systems, automations, and training that make your existing people faster and more consistent.”

  • Mention Vertafore Orange Partner, # of agencies served if helpful for authority.

Checklist for reps:

• Keep this section tight, not a 20‑minute monologue.

• Always tie back to something they said (“You’re analytical / you came from carrier side / you care about compliance”).

STAGE 7 – Introduce the 4 Main Offers & Diagnose Fit (5–10 min)

Purpose: Show the menu, then lead them to the best choice. For Jason‑type prospects, the answer was Scale.

Offers (how to explain fast):

1. Scale – Flagship fit for Jason‑type

   • 4‑month engagement

   • We build out ready‑to‑deploy workflows (sales, onboarding, retention, service, admin)

   • Live weekly training + accountability + spot‑checking

   • Includes our tested copy and campaigns, customized to their agency

2. Sprint

   • We build the same workflows

   • You get on‑demand course only, no live training

   • Lower cost, more DIY implementation

3. Custom

   • Completely custom SOP‑driven builds, special integrations, custom messaging

   • Sold project‑by‑project

4. TechOps (annual)

   • Big‑agency / deep‑ops offer

   • Year‑long engagement, multiple projects, SOPs, integrations, governance

Fit framing (Jason example):

“Based on what you’ve told me — you’re mid‑sized, growing commercial, you care about data and SOPs, and you don’t want to live in the builder — I think Scale is going to be your best fit.
I’ll walk through that in more detail, but I’ll show you the others too so you know what’s on the table.”

Ask:

“Gut check: from those four, does Scale sound like the right direction to you?”

You want alignment here before going deeper.

STAGE 8 – Show the Workflow Menu & Co‑Design Priorities (10–15 min)

Purpose: Get them emotionally bought into specific outcomes and show just how much they get.

Steps:

1. Show the master workflow list for Scale:

   • Sales pipelines (PL, CL, Life, Medicare, etc.)

   • Onboarding & retention

   • Service flows (claims, late pay, missing docs, etc.)

   • Admin workflows (recruiting, referral partners, etc.)

2. Ask prioritization question (exactly like you did):

“Looking at this list, if we were starting together, which workflows would be your top priorities?”

3. Help them choose their first 2 workflows:

   • Usually: New Leads + Onboarding/Retention

   • For Jason: New Leads & SmartCycle (commercial push), PL/CL retention, claims, birthdays, Medicare tracking, etc.

4. Explain process:

“You choose 2 workflows at a time. We build those, train your team on them, then move to the next 2. We’ll move at the speed your team can actually absorb change.”

Outcome: They now see a concrete roadmap, not just a vague “automation project.”

STAGE 9 – Feature Deep Dives (Short, Tied to Their Goals) (5–10 min)

Purpose: Use 1–2 features to reinforce value, not to drown them in a demo.

Examples you used with Jason:

• Lead source–specific campaigns

  • Show how copy changes for:

    • Past client (win‑back)

    • Referral from lender

    • Website lead

  • Emphasize: “It feels like a personal note, not a blast.”

• Compliance‑safe texting

  • Only texts if opt‑in tag exists

  • Protects them from TCPA trouble

• Data analytics & stage discipline

  • Explain how skipping stages breaks conversion reporting

  • Tie it to their “I’m a numbers person” identity

Rule for reps:

• Pick 2–3 features that directly map to their stated goals/pains.

• Always end with some version of:
  “The tech is powerful, but it only works if your team uses it. That’s why our training + spot‑checking piece is so important.”

STAGE 10 – Pricing & Investment (5–7 min)

Purpose: Be transparent, anchor value, and normalize the number.

Pricing talk track for Scale (Jason style):

“Our Scale package is $2,500 a month for 4 months — so a $10,000 project.
That includes: the workflow builds, the automation copy, four months of weekly live training, and access to our client community with daily support calls and our on‑demand courses.
While you’re in training, the community is required — it’s an extra $99/month — and after that you can keep it or cancel.”

Optional comparables (like you did):

“Just for context, Lava with a dedicated VA was around $20,000 for his situation. Catalyit was quoting about $5,000, but from what you said, that’s more ‘pipelines only’ without deep training and implementation. What we’ve learned is the training and implementation is where agencies either win or lose.”

Key rules:

• Say the number calmly and then stop talking.

• If they flinch, go to value/ROI, not discounting.

STAGE 11 – Timing, Dependencies & Objections (5–10 min)

Purpose: Remove friction: phones, AZ signup, start dates, finances.

Common topics & answers (from this call):

1. Phone system (RingCentral vs Lightspeed, etc.)

   • Clarify pros/cons (single agency number texting vs individual lines)

   • Answer: “No, you don’t have to have RingCentral before we start training, but texts won’t send until a phone system is integrated. With a February start you’ll only have 1–2 calls before that’s in place, which is totally fine.”

2. Start date

   • Be honest about capacity (“We can’t start anyone until the week of [X] anyway.”)

   • Let them pick a start month if that helps (Jason picked February).

3. Payment structure

   • Clarify: “We do require payment in full at sign‑up.”

   • Offer financing options: “We have Affirm and Klarna on the site — you can choose 0% for up to 6 months if you qualify, or pay in full.”

4. Spouse / finance partner approval

   • Support them: “Totally get that. I’ll send you the recording and the slide deck — it does a better job than any recap you’d have to give.”

STAGE 12 – Close & Clear Next Steps (5 min)

Purpose: Get a clear “here’s what happens next” instead of a vague “I’ll think about it.”

If they’re ready to move forward:

“Great. The next step is simple: go to [acceleratedautomation.net link], click ‘Get Started’ under Scale, and complete checkout.
As soon as you do, you’ll get:
– Access to our client portal with your onboarding checklist
– The AgencyZoom Essentials course for your team
– An invite to the client community & daily support calls
We’ll set your training start date for [month], and you’ll pick your first two workflows inside the portal.”

If they need to talk to spouse/partner (Jason):

“Perfect. I’ll send you:
– The call recording
– The slide deck we walked through
Use that with your wife / finance person.
How about this: once she’s watched it and you hear back from AgencyZoom on pricing, just reply to my email with either ‘we’re in’ or ‘we need more time,’ and Christine on my team will be your point of contact if any questions pop up. Does that work?”

Always:

• Confirm who will decide and when they expect to decide.

• Log that in the CRM with a follow‑up task.

STAGE 13 – Post‑Call Follow‑Up (Internal)

Immediately after the call:

• Update pipeline stage (e.g., “Proposal Sent / Pending Decision”).

• Log notes:

  • Agency size, tech stack, main pains, preferred workflows, offer recommended, pricing discussed, decision maker(s), timing.

• Send:

  • Recording link

  • Slide deck

  • Direct “Get Started” link

• Create follow‑up task:

  • If they gave a decision date, set task 1 business day after that.

Simple One‑Page Cheat Sheet for Your Team

You could literally paste this in front of reps:

1. Open & Frame (2–3 min)

   • “Tell me about your agency — where you are, lines of business, team size.”

2. Tech & Change (7–10 min)

   • AMS, rater, phones, CRM history; “What’s prompting all these changes?”

3. People & Process (5–7 min)

   • SOPs, current sales/service processes.

4. Clarify Ask (3–5 min)

   • “What exactly do you want help with around AgencyZoom?”

5. Position AA (5–7 min)

   • Consultants, operations + tech, training + spot‑check.

6. Offer Fit (5–10 min)

   • Present 4 offers; lead toward Scale when appropriate.

7. Workflow Menu (10–15 min)

   • Show list; have them pick their first two.

8. Feature Proof (5–10 min)

   • 2–3 relevant examples (lead source campaigns, compliance, analytics).

9. Pricing (5–7 min)

   • $2,500/mo x 4, $99/mo community; compare only if helpful.

10. Objections & Logistics (5–10 min)

    • Phones, AZ signup, start date, payment options.

11. Close & Next Steps (5 min)

    • “Go to the site and click Get Started,” or “I’ll send recording + deck, you loop in [spouse/partner], then email us ‘yes’ or ‘not yet’.”

If you’d like, next time I can turn this into a formatted internal playbook with fill‑in fields (for reps to use live) and a shorter “talk track script” version for new hires.