Confirm the time: "We'll keep this to 30 minutes — enough time to understand your situation and decide on next steps."
Set the agenda:
1. Understand your current process and pain points
2. Identify the gap and what it's costing you
3. Show how we solve it
4. Decide on next steps together
Confirm: "Does that work for you?"

3–12 Min: Diagnostic Discovery

Goal: Make the pain tangible in dollars, hours, or lost opportunity.

Key questions:

"Tell me about your agency, staff, lines of business, what's working, what's not... and anything else you would like me to know"
"Walk me through your current process for [key workflow]."
"How much time does that take weekly/monthly?"
"What happens if that doesn't improve?"
"How many deals does this affect each month?"
"What's the cost if you lose one customer due to [pain point]?"

Move the conversation from operational pain → revenue leakage or time waste. Vague problems don't close. Tangible ones do.

Future State & Gap Amplification

Goal: Shift from "nice to have" to "need to fix now."

Key questions:

"What would solving this allow you to do differently?"
"Why hasn't this been solved yet?"
"What's holding you back?"

Techniques:

Tie the solution to outcomes they care about (revenue, retention, time freed up)
Surface urgency triggers: seasonal deadlines, growth plans, staffing changes
Validate frustration: "That's fair — that's definitely costing you."

Targeted Solution Positioning

Goal: Show only what solves their stated problems — not a full demo.

Rules:

Reference their exact pain points from discovery
Use their language, not ours
Show 1–2 screens max — demo only what matters to closing
Save nice-to-haves for post-close

Template: "You mentioned [pain]. Here's how we handle that. [Show briefly.] This means [outcome they want]."

Feature overload kills deals. Precision closes them.

Reference the pitch deck during this section:

Reference the Product Scope of Work to match their pain to the right workflow:

Scale Sales Script (Deliverables → Benefits → Details → Next Steps)

Below is a structured script your reps can follow that mirrors how you framed Scale on this call:

Lead with core deliverables and benefits
THEN go into details
THEN confirm fit, handle price/financing, and outline next steps

Language is close to what you actually say so they can “plug and play” from the SOP and slide deck.

1. Transition into Scale & Positioning

Rep:

“Based on everything you’ve shared so far, Scale is what I’d recommend for you.

Scale is our main program because it’s designed to fit where the majority of agencies really are. We’ve talked to thousands of agencies—even though we have under a thousand clients, we’re constantly on calls—so Scale is built around what most agencies actually need, not just what we want to sell.” 28:33

(Optional soft check-in)
“Does that line up with how your agency is operating today?”

2. High‑Level Deliverables & Benefits (Page 1 of SOP)

Goal: Three big deliverables, stated in benefit language.

Rep:

“Let me start with what you actually get with Scale, at a high level. There are three main deliverables:

26 Foundational Workflows Built For You
We build 26 workflows across your personal, commercial, and life lines. These cover the full client journey:
- Sales
- Onboarding
- Retention
- Service
- Renewals
So from the moment a lead comes in, all the way through becoming a client, renewing, and being serviced, we’re building out that engine for you.” 33:16

Weekly Live, One‑on‑One Training for 4 Months

“You’re not just getting workflows and then being left alone to figure it out.

You get weekly live training and support for 4 months (16 calls) with a dedicated trainer. These are private, hip‑to‑hip calls focused on rolling this out with your team and making sure people actually use AgencyZoom the way it’s designed.

Every session is recorded and sent to you, so you can share it with your staff, use it for future new hires, or rewatch anything you want to reinforce.” 34:05

Website Form Integrations (Up to 5 Forms)

“We’ll integrate up to 5 website forms into AgencyZoom using Zapier.

The benefit for you is: when someone fills out a form on your website—whether it’s a new quote request or a service request—that form automatically creates the right item in AgencyZoom (lead or service ticket) and kicks off the right workflow.

That means no more copy‑pasting website submissions into your CRM, and usually it saves a ton of admin time that agencies are currently spending on data entry.” 46:37

(Optional benefit reinforcement)
“For a lot of agencies, that alone is almost like getting back a part‑time staff member who used to just key stuff into the system.” 47:16

Rep (close this section):

“So big picture, Scale gives you:

26 core workflows across personal, commercial, and life
4 months of weekly, one‑on‑one implementation training with recordings
Up to 5 website form integrations to fully connect your front‑end to AgencyZoom

All aimed at giving you a fully functioning, implemented system, not just software sitting on the shelf.” 33:16

(Check for alignment)
“From a high level, does that sound like what you’re looking for?”

3. Pricing & Financing (Still High-Level, Before Details)

Rep:

“Let me give you the investment and how most agencies structure it, and then we’ll go into more details on what’s included.”

“Scale is a one‑time investment of $10,000 for the build and the 4 months of live training.” 47:53
“There’s also $99/month for the Client Community, which is required for the first 4 months while you’re in training. That’s where you get your courses, daily support calls, and access to our team for questions. Most of our clients stay in after that because they want ongoing support and updates, but after 4 months it’s month‑to‑month.” 37:00
“We do offer financing through Affirm and Klarna. If $10,000 all at once is tight for cash flow, you can make payments instead. Affirm can offer up to 0% for 6 months if you qualify, whereas Klarna will always have interest, so we generally recommend trying Affirm first.” 47:53

(Pause for a beat to let the number land.)

“Any questions on the investment or the way the payments work before we go deeper into the details?”

4. Detailed Breakdown – Workflows (Page 2 of SOP)

Now move into the detailed SOP/slide view, starting with workflows and using the question prompts you naturally use.

4.1 Introduce the Workflow Buckets

Rep:

“Now I’ll walk you through what we actually build in those 26 workflows.

We break everything down into four buckets:

Sales
Onboarding
Service
Retention/Renewals

And we do that across your personal, commercial, and life lines.” 57:30

4.2 Sales Pipelines – Ask Where They Want to Start

Rep:

“When we’re building sales, we’ll set up pipelines and workflows for:

Personal lines sales
Commercial lines sales
Life sales

Each has its own process so your team knows exactly what to do with every lead.”

Include your question prompt:

“Where do you see the biggest opportunity or need right now—personal, commercial, or life?

Where would you want to start with us in terms of really tightening up that sales process?” 1:06:46

(Let them answer, then personalize your follow-up.)

“Perfect. So in that [personal/commercial/life] pipeline, what this will look like for you is: new leads come in, they’re dropped into the right stage, and the automation kicks off follow‑ups so you’re not relying on people to remember who to call and when.”

4.3 Onboarding & Retention

Rep:

“Once we’ve sold the policy, we don’t just stop at sales. We’re also building:

New customer onboarding for personal lines
New customer onboarding for commercial lines
Cross‑sold customer onboarding

So the client has a consistent experience, they’re welcomed properly, and they get the right communication without your team having to manually send every email.” 37:34

Ask for alignment:

“How are you handling onboarding today—do you have a standard process, or is it more dependent on who’s working the file?”

(Use their answer to reinforce the benefit: consistency, less manual work, better client experience.)

4.4 Service & Renewals

Rep:

“Then we move into service and renewals.

We build workflows for:

Renewals
Policy changes
Late payments
Missing documents
Other miscellaneous service items that hit you every day” 1:08:27

“Basically, the stuff that clogs up your CSR team’s inbox—we’re systematizing as much of that as we can inside AgencyZoom.”

Clarification Q you used in training:

“If you asked, for example, ‘Do you build workflows for premium audits?’—that’s actually not included in Scale. That would fall under a custom project, which starts around $2,500 and averages closer to $5,000 per project.” 1:14:09

4.5 Admin Pipelines

Rep:

“We also include some admin workflows:

A recruiting pipeline to manage potential hires
A referral partner pipeline to track and nurture your referral sources” 1:08:27

“These don’t directly write premium, but they support growth and help you stay organized as you expand.”

Ask for context:

“Are you actively recruiting or building out referral partner relationships right now, or is that more of a ‘future you’ problem?”

5. Client Community – Support & Enablement

Rep:

“Everything we’ve talked about gets backed up by the Client Community.

Here’s what lives there:

Daily support calls – You and your team can hop on, watch, or bring specific questions.
Courses – Including the Essentials course, which your team will go through so they know how to use what we’re building.
Updates & resources – We post workflow updates, guides, and best practices so you’re kept current as AgencyZoom or our playbooks evolve.
Peer community & Q&A – You can post questions, see what other agencies are doing, and learn from their wins as well.” 38:50

“As I mentioned earlier, the community is $99/month and is required for the first 4 months while we’re in training together. Most agencies stay in indefinitely because that’s their ongoing support line.” 37:00

6. Re‑Frame the Outcome (Benefits Again)

Rep:

“So, by the end of the 4 months, you don’t just have ‘some workflows built.’

You have a fully functioning system:

Sales, onboarding, service, and retention workflows built across personal, commercial, and life
A team that’s been trained live every week and has recordings to fall back on
Website forms feeding directly into AgencyZoom so nothing falls through the cracks

It’s designed so you’re not trying to build all this from scratch in the evenings and weekends while still running the agency.” 33:16

7. Confirm Fit & Handle Price with Built‑In Financing

Rep:

“Given everything we’ve gone through:

26 workflows across your lines and lifecycle
4 months of live implementation training plus community support
Website form integrations

Does Scale feel like it would give you what you need to hit the goals you shared earlier?” 23:00

(Let them answer. If yes, move to decision/next steps. If hesitation is about budget, bring financing forward—preempt ghosting, as you coached.)

If cost concern surfaces or you suspect it:

“I totally get that $10,000 is a meaningful investment. That’s why we set up Affirm and Klarna so you can spread it out.

Again, Affirm can do up to 0% for 6 months if you qualify, which a lot of agencies like because it helps with cash flow while you’re getting this implemented.” 52:06

8. Next Steps (Timeline & Process)

Rep:

“Here’s what the rollout looks like if we move forward with Scale:

Agreement & Payment
- We’ll send over the scope of work and checkout link.
- You can pay the $10,000 upfront or apply for Affirm/Klarna financing.
- We’ll also activate your Client Community subscription at $99/month.
Kickoff & Scheduling
- You’ll be assigned a dedicated trainer.
- We’ll lock in your weekly time slot for the 4‑month engagement.
Build & Training Phase (4 Months)
- We build and turn on your 26 workflows in phases.
- We meet weekly one‑on‑one, record every call, and send you the recordings.
- Your team can join daily community support calls anytime they’re stuck.
Post‑Training
- After the 4 months, you can keep the Client Community month‑to‑month for ongoing support, updates, and new training content.

From first call to ‘live in production,’ you’re looking at a structured, supported 4‑month transformation of how your agency runs on AgencyZoom.” 1:12:14

9. Close with a Direct Question

Rep:

“Based on everything we’ve covered,

Would you like to move forward with Scale, or do you have questions we should talk through first?”

If you’d like, I can also turn this into:

A one‑page talk track your reps can print and keep by their desk, and
A shorter “elevator pitch” version they use when first introducing Scale before going into slides/SOP.

Scale Talk Track

Structure: Price → Core Deliverables & Benefits → Details → Checkpoint → Next Steps

1. Position Scale (why this package)

“Based on everything you’ve shared, (insert their needs from what they shared) our medium agency service, which we call Scale, is what I’d recommend.

Scale is designed for where most agencies really are today. We built it around what agencies actually need after talking to thousands of them, not just what we want to sell. That’s why Scale is our main, most popular service.

2. Price & Community (set the frame early, include financing)

“This is a one‑time investment of $10,000 for the build and implementation.

There’s also $99/month for the Client Community, and that is required for the first 4 months while we’re in training together. Most of our clients stay in after that because they want ongoing support and updates.

We do offer financing through Affirm and Klarna, so if $10,000 all at once is tight for cash flow, you can make payments instead.”

(Pause briefly to let that land, then move on.)

3. Core Deliverables & Benefits (what they actually get)

“Here’s what you actually get with Scale. There are three main deliverables I want you to remember:

26 Foundational Workflows Built For You
- We build 26 workflows across personal, commercial, and life.
- They span the full client journey: sales, onboarding, retention, service, and renewals.
- So from the moment a lead hits your system to onboarding, servicing, and renewing, you’ve got a consistent, automated process.”<1996::><3450::>
Weekly Live Training For 4 Months (with Recordings)
- You get weekly live, hip‑to‑hip training with a dedicated trainer for 4 months to insure full agency adoption. We will hold your team accountable and insure full understanding and propoer use.
- These are private 1:1 sessions, not group webinars.
- Every session is recorded and sent to you, so you can share with your team and use them for future training
Website Form Integrations (Up to 5 Forms)
- We integrate up to 5 of your website forms into AgencyZoom via Zapier.
- When someone submits a form on your site, it automatically creates the right item in AgencyZoom (lead or service ticket) and fires the right workflow, so your team isn’t re‑typing information or missing submissions.

Does this sound like the right fit for your agency?

4. Expand the Details (only after they agree)

“Let me give you a bit more detail on what’s included.”

Workflows Built (Buckets):

Sales – Sales pipelines and workflows for personal, commercial, and life (we’re not giving you leads; we’re building the process for the leads you already get).
Onboarding & Retention – New customer onboarding for personal and commercial, plus cross‑sell onboarding and retention touchpoints like birthdays, etc.
Service & Renewals – Workflows for renewals, policy changes, late payments, missing documents, and other day‑to‑day service items.
Admin Pipelines – Pipelines for recruiting and referral partners so you can track candidates and referral relationships

Which section would you want to start in for your agency? (identify their greastest need if you haven't yet- either ask or ask to verify) " Based on the fact that you said your sales department needs the most help I'm assuming you would want to start with Sales, is that correct?"

Client Community (what’s inside):

Daily support calls – they can watch or bring specific questions.
Courses, including the Essentials course to train their team.
Updates, guides, and workflow changes we release over time.
Ability to post questions and learn from other agencies.<2188::><2330::>

(You don’t need to list every item every time; hit the big ones: daily calls + courses + updates.)

5. Checkpoint Question (tie back to their goals)

“By the end of 4 months, you’ll have:

26 workflows across personal, commercial, and life spanning sales, onboarding, retention, service, and renewals
A team that’s been trained live every week with recordings to fall back on
Your website forms feeding directly into AgencyZoom and triggering workflows

Does that feel like it would give you what you need to hit the goals you shared with me?”<1996::><3450::><3889::>

(Let them respond. If they confirm, move to next steps. If they hesitate on cost, remind them of Affirm/Klarna and that they can make payments.)

6. Next Steps (simple, concrete)

“Here’s what next steps look like if we move forward with Scale:

Sign & Pay
- I’ll send over the scope of work and checkout link.
- You can pay the $10,000 or apply for Affirm/Klarna to break it into payments.
- We’ll start your Client Community at $99/month (required for the first 4 months).
Kickoff & Scheduling
- You’ll be assigned a dedicated trainer.
- We’ll lock in your weekly training slot for the 4‑month engagement. It takes us two weeks to build your AgencyZoom and then we will schedule training. You'll complete a short online course to cover basic set up while we work on your build. We don't delete anything you have in agencyzoom now so you'll just see us adding to your account.
Build & Implementation (4 Months)
- We build and turn on your 26 workflows in phases.
- You meet weekly with your trainer; each call is recorded and sent to you.
- You and your team can join daily community calls anytime you have questions.

Would you like to move forward with Scale?

You can hand this to reps as the “core talk track” and then have them use the SOP/slide deck to fill in more detail when needed.

SPRINT

Direct Close

Goal: Move from "interested" to "yes."

Option A — Consultative:

"Based on everything we discussed, does this solve the problem we outlined?"
"Does this feel like a fit for your business?"

Option B — Direct:

"Would you like to move forward and get started?"
"Are you ready to get this implemented?"

If there's hesitation:

Isolate: "What's the main thing holding you back?"
Address it specifically — don't argue
Return: "If we handle that, are you ready to move forward?"

Reference scope of work:

👉 SCALE

SPRINT

For custom projects — reference the custom pricing framework:

Start at $2500 but average about $5000- can go as high as $15,000 based on scope.

Schedule Custom Sales Call - 45 minute call

35–40 Min: Clear Next Steps

Goal: End with a documented commitment — never "let me know."

Next step options:

✅ Payment processed on the call — use the links below (if time allows)
1. OR send proposal with SOW for them to checkout after the call
📅 Implementation scheduled + first session booked
📞 Clear follow-up date with a specific owner and action

Stripe Purchase Links:

Product

Price

Link

Scale

$10,000

https://buy.stripe.com/4gMeVd8n02cz3FJ7xA8so0o

Sprint

$5,000

https://buy.stripe.com/4gM00jcDgeZlccf0588so0h

Custom Amount

Variable

https://buy.stripe.com/fZu3cv6eSeZlgsvaJM8so0g

Financing options for clients:

👉 Affirm Pre-Approval — share this link with clients who want to split payments
Klarna also available at checkout

Confirm next steps: "Here's what happens next: [action + owner + date]. Does that work?"

📅 Day & Time Strategy

Best days to close: Monday & Thursday

Monday: fresh urgency, easier to get decisions
Thursday: end-of-week push, people want to commit before the weekend

Best hours: 3:00–8:00 PM UTC (mid-to-late afternoon US time zones)

Block Monday & Thursday afternoons for qualified closes. Don't schedule first-touches during these windows.

🚫 What NOT to Do

❌ Don't ramble through features — focused calls close, demo-heavy calls don't
❌ Don't skip the close — your data shows you close when you ask directly
❌ Don't wait for follow-ups — if it's going to close, it closes now
❌ Don't let extra stakeholders join — 2-person calls close more than 3+
❌ Don't run past 45 minutes — you lose momentum after that

📋 After the Call — Same Day Checklist

[ ] Move lead to correct pipeline stage in AgencyZoom
[ ] Add notes and next steps to the lead record
[ ] If a package was recommended — create proposal and tag Sprint / Scale / Custom
[ ] Send the Scope of Work using the correct email template in AZ
[ ] Log the quote under the Quotes tab
[ ] Add the proposal expiration date on the lead card
[ ] If custom — schedule the custom discovery call with Mariah or current approved team member

📹 Example Sales Calls

Watch these before your first solo call and revisit them regularly:

Calls that Closed

Avoma Prompt for Client Profile:

Using this sales call, create a brief, uniform customer profile for sales training. Include the following: agency type and carrier, number of employees and their roles, revenue or scale signals, lines of business they write, their current AgencyZoom plan level and how long they've been on the platform, and any active features or integrations they're using. Summarize why they contacted us and what urgency triggered the call, then list 3–5 specific pain points in bullet form. Note what they've already tried before reaching out and how they found us. Include the service we recommended (do not list all services that were discussed), any objections or budget constraints they raised, and the agreed next step. Close with 1–3 bullets on what makes this call unique — such as an unusual objection, a niche use case, or a buying signal sales reps should learn to recognize. Keep the entire profile short and scannable.

Jesse Robinson Sales

https://app.avoma.com/meetings/604320b5-ca69-4a43-bf67-1c702f6a7a7b

1-call close - Jose Gonzalez

https://app.avoma.com/meetings/935ae3c5-4831-49f0-8925-9735c03f8ae1

Don Atwell

Example of call that had some demo (not recommended but can be appropiate in some cases)

https://app.avoma.com/meetings/f0c802b6-c84f-4f18-abc2-f47db93e8415

Eric Roth

https://app.avoma.com/meetings/752a6d3e-ee54-4575-9b4d-09f030318938

Jason Seele

https://app.avoma.com/meetings/4ae43378-4908-4ed9-823e-d90d2a6359c3

Chris Craddock (scale or custom unclear- 2nd call needed to dive into their AgencyZoom)

https://app.avoma.com/meetings/86ba42ba-3250-4439-9c0b-8c3768654e96

Still to be added:

A referral-driven inbound — someone who came in already half-sold because a client sent them

A hard price objection that got overcome — "that's too expensive" or direct comparison to a competitor or DIY option

A skeptic — someone who pushed back on whether automation actually works or questioned the ROI

A prospect who had a bad experience with another vendor or consultant first

A Sprint close — every recommendation was Scale; reps need to see the smaller path

A TechOps or large agency call ($5M+ revenue, complex needs)

A commercial-heavy or commercial-only agency

A solo or 1-2 person agency where budget is the main constraint

A Medicare-focused agency

A call where Mariah disqualified someone or redirected them — reps need to see what a "not a fit" conversation looks like too

A call that closes on the spot — every example ends with a follow-up. Reps need to see what an immediate yes looks like and how to walk someone through payment on the call

A prospect who said no or ghosted before and came back — re-engagement is its own skill

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