📄 Sales by Chat Framework by Dan Martell
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Sales by Chat Framework by Dan Martell


Link to Dan Martell's Sales Script

Introduction

This SOP can help you generate sales directly through Instagram DMs without the need for traditional digital marketing strategies like funnels, VSLs, ads, or sales calls. 

Our approach is building an authentic online presence by sharing unfiltered, genuine content that reflects your personality, interests, and values.

The objective is to break down trust barriers with the audience, turning followers into leads and ultimately into customers through a strategic sequence of steps: 

  • Creating impactful content

  • Initiating conversations (opens)

  • Qualifying leads

  • Making tailored offers

  • Employing a systematic follow-up process

The method prioritizes personal interaction and relationship-building over traditional sales techniques. 

This process is not just about selling but creating meaningful connections and demonstrating expertise that feels authentic and relatable to the audience, ultimately leading to sales without more invasive or costly marketing strategies.

That's exactly what my Elite Coaching Program offers!

Message me “Coach” on Instagram if you’re interested in learning more. 

Sell By Chat Playbook

RESOURCES

Login Information

  • [Insert here]

Coaching Calls

  • [Insert here]

Campus

  • [Insert here]

CRM

  • [Insert here]

Tools

  • [Insert here]

Payments

  • [Insert here]

Testimonials

  • [Insert here]

Handraiser Posting Checklist for IG story

  • [Insert here]


ONBOARDING

Training Folder 

  • [Insert here]

Test Project

  • [Insert here]

Agenda

Day 1

  • Introduction to the program and our Core Values

  • Tech Check (ensure access to all tools)

  • Internal Meeting + Communication Cadence and Guidelines

  • Familiarization with the target customers and differentiators

  • Understanding the role of SBC Opener and their responsibilities

  • Reviewing SBC Wins and observing client interactions

Day 2

  • Introduction to the [Insert here] Voice Style

  • Learn about effective sales strategies and objection-handling techniques

  • CRM usage: Guidelines for effectively utilizing GoHighLevel for managing leads, tasks, and opportunities.

  • Training on internal communication procedures

Day 3

  • Review Closed Won and Closed Lost Chats

  • Objection handling: Strategies to address common objections, overcome resistance, and turn objections into opportunities.

  • Closing techniques are techniques for creating a sense of urgency, building trust, and effectively closing deals.

  • Role-playing exercises for initial client interactions and situational objections.

Day 4

  • Follow-up process: Scripting, SOP for maintaining regular follow-ups with potential clients, nurturing relationships, and tracking progress.

  • Training on effective client communication, widening the gap, pre-handling objections, and conditioning for the close.

Day 5

  • Go-Live: 100+ Chat Opens to understand the process and handoff

  • Working (and closing) all conversations that come as a result

  • W1 Review with Manager, Chat Effectiveness Assessment

  • W2 Training Plan + Opportunities

Training

  • [Insert here]

For each of the conversations below, please provide the following 4 items: 

  1. Provide a score from 1-10 estimating where the prospect is in the buyer's journey & what they said to indicate your answer.

    1. Example:
      1 = Not very familiar with you / just started following
      3 = Familiar but not looking for help
      7 = Got some value from your work
      10 = Seeking to work with you

  3. Indicate WHERE in the conversation that a HANDOFF should have occurred from an Opener to a Closer. 

    1. REMINDER: Qualified = Open to discussing/learning more about outside help. Able to easily afford coaching (Revenue at or above [Insert here])

  5. Three questions you’d like further explanation.

    1. Example:

      1. What does X mean?

      2. Why did you ask X?

      3. Where can I find more info about X?

  7. ONE takeaway/insight from the conversations

Expectations

  • The entire SBC team is expected to complete daily progress reports without exception.

  • Managers are required to inspect what they expect on a weekly basis.


CRM

Pipeline stages:

  1. Lead - Anyone with whom we are conversing

  2. Qualified - Anyone who is qualified

  3. Offer Made - Anyone who has made offers

  4. Closed Won - Won

  5. Closed Lost - Opportunity is lost

Daily Expectations for Openers

  1. All incoming conversations should be processed and classified into two categories.

    1. Unqualified & close the conversation

      1. Any promotional conversation or students starting their businesses needs to be tagged as Unqualified and responded back, it can be back to our book / YT link.

      2. Lead & close the conversation.

        1. Any conversation that needs to be qualified by our AE’s should be tagged as “to-process” so our AE’s can process it.

  3. To Process

    1. At the end of each day, we must process all messages marked as Open.

Tagging

  1. Tag any conversation that needs to be conversed as “lead.” This will automatically create a deal inside SBC Social.

  2. Tag any conversation that is deemed as Qualified with “qualified.” This will automatically create/move the deal to the Qualified pipeline stage.

  3. Tag any conversation in which we presented an offer with the “offer presented” tag, and it will automatically create/move the deal to the “Offer Presented” Pipeline stage.

  4. Tag any conversation won with the “Closed Won” tag, and it will automatically mark the deal as Won and move it to the Closed Won stage.

  5. Tag any conversation that is lost with the “Closed Lost” tag, and it will automatically mark the deal as Lost, and the system will move it to the “Closed Lost” stage.

OPENING

Your role as an Elite Opener consists of 3 core responsibilities:

  1. Generate a pipeline by reaching out to all new engagements within the social platform(s) that you’re managing.

  2. Utilize the opener script to warm up and qualify prospective clients.

  3. Once qualified, quickly pass the conversation to your Closer and ensure no conversations slip through the cracks.

Opens & Followups examples are here [Insert here]


Sourcing Opportunities

Openers are responsible for finding qualified opportunities using your social media accounts.

  1. Notifications

    1. New followers/connections

    2. Story views

    3. Comments

    4. Likes

  3. Inbox messages/requests

  4. Mentions / Tags

Note

Opportunities To Look Out For:

  • If people message about speaking:

    • Share the speaker map and ask


    • Which dates were you thinking? Exact location?

Pre-Qualifying

  1. Determine if the lead is a potential fit (CEO, Founders, Business owners doing over [Insert here])

    1. Avoid opening inactive accounts.

    2. Look for business links

    3. Look at LinkedIn profile

    4. Google name/business name

    5. Check social bio for “Entrepreneur” and/or link to their business

  3. Verify they’re not already a customer / already in communication on a different channel:

    1. [Insert here]

Starting the Conversation

IMPORTANT: We always read the entire conversation to seek understanding, and we never repeat ourselves. 

Always use short sentences, minimal punctuation, react with/use emojis đŸ’Ș👌🚀 👊 when appropriate, and end with a question.

WE SEEK TO UNDERSTAND RATHER THAN SELL THEM.

The most effective opens are personal (say something about their profile that a chatbot wouldn’t or couldn’t).

  • [Name]!

  • Appreciate the [action taken] ex: follow, share, like, etc.

  • [Personalized comment] ←These work best

  • What’s up?

ONE QUESTION “either-or” (Always end with the question you want a Yes)

  • Are you here for the vids or looking to grow your business?

Qualifying & Relationship Building 

World-class questions show interest in the prospect while gathering information that will help us facilitate an effective sales conversation.

  • Tell me a bit about the business. Team size?

  • How long have you been building? 

  • How big is it currently? 

  • What do you love most about it? 

  • How long have you been following my stuff?

  • What are you struggling with? 

  • Want to dig in a bit and see if I can help? 

Using the A — B Method stretches the gap.

Building urgency and conditioning for the sale is critical early in the conversation. 

We can utilize the A — B Method to consistently and effectively move the client from prospect -> interested -> committed.

The A—B Method is a sales tactic that requires the seller to collect three simple pieces of information in order to quickly uncover pain points that we can later use to close the deal.

  1. Where is the business now? (Point A, Current State)

  2. Where would you like to be in 12 months? Or
 Where SHOULD you be? (Point B, Ideal State)

  3. What is the primary roadblock between Point A and Point B? (Biggest challenge) 

  4. \What are 2-3 things missing to get to [Desire result]?

  5. What do you need most so you’re able to get to {outcome}?

Core Principal

Reward/praise the client for answering back throughout the conversation, especially when they give answers that move the conversation closer to the sale. 

(Any headache/challenge within the biz, admission of not having the answers or expertise to reach their goals, etc.) 

Leave an emoji (heart, flex, thumbs up, eyes) on any response that leads closer to the sale and follow it with an immediate response.

  • Appreciate that [Name]

  • Got it [Name] or Understood or 100%

  • Ok, so making progress 

  • Checked out your site 

  • Looks interesting

  • Love it

  • I hear you

  • I’ll take a look

  • Struggle is real


  • Sounds like you’ve been busy


  • That sucks

  • What I’ve found is



CLOSING

Your role as a closer consists of 6 core responsibilities:

  1. Quickly and seamlessly take ownership of conversations passed to you by the opener.

  2. Ask direct questions to gain crystal clear understanding of:

    1. Where they are in the business now

    2. Where they’d like the business to be in the future (usually 12 months from now)

    3. What’s stopping them from being there?

  4. Challenge limiting beliefs and their commitment to accomplishing their goals.

  5. Draw out and pre-handle objections before making the offer.

  6. Make the offer.

  7. Follow up relentlessly until confirmation of enrollment.

  • Note: Chats should be passed along only after the Opener has confirmed qualification, established a relationship, and found (at least) the tip of the iceberg of the client’s pain point. Now, we dig deeper.

Current State

  • Where are you at today on those dimensions?

  • How many customers would you need to acquire?

  • How big of a team would you need? 

  • How do you generate leads now?

  • What do you think you need to move faster?

  • What have you tried so far?

  • What do you think you need most to [solve x]?

  • Note: Make them feel seen and heard by mirroring their pain/goals back to them.

  • I get that
 but growth doesn’t have to mean more hours

  • Working on building better systems
 I see 

  • Need funding
 ok 

  • Working on scaling
 100%

  • Building authority
 yup

  • Uh oh

  • Oh no

Desired State

Determine where they want to be / what their goals are and suggest we can help.

  • What’s the big goal with it?

  • 12-month vision

  • Need a vision to build towards


  • In 12 months, what kind of life would you like to create?

  • Income? Team? Lifestyle?

  • I need specifics

  • What’s the big goal with it?

  • What kind of lifestyle would that allow you?

  • How will you spend your time? 

  • How would your family benefit from that?

Challenges

  • What’s missing to reach [insert goal]

  • What else?

  • What have you tried? 

  • How long has that been going on? 

  • What’s holding you back or getting in the way of building that? Top 3?

  • What are the top 3 things getting in the way or slowing you down?

  • What's been stealing your focus from making X your priority right now?

  • How will you feel if you’re in the same place a year from now? 

  • How much money have you missed out on because of that?

Leaning out

The fastest way to lose a sale is to oversell. We must lean out when prospects are leaning out.

  • All good dude

  • Can only help people swimming toward me

  • Only working with the doers

  • Here, when you’re ready to level up

  • Circle back when you want to move faster

  • Typically only work with those who are 110% committed to their vision

  • Let me know if you get stuck or want to move faster

Solution

  • Totally. ^ Those are my jam/help companies all the time

  • These are areas I explicitly work on when coaching clients

  • This is what I do at the highest levels.

  • Are you working with a business coach

  • Are you working w/ a biz coach?

  • Have you ever worked w/ a biz coach?

  • Do you want help so you can [outcome]?

  • Just launched a new coaching program for the book
 weekly calls with me / playbooks/support

  • Help accelerate + accountability

  • Working with some of the best in the [insert their industry] space

  • Unpacking how I scaled to $50M in 5 years

  • Small curated group by invite only 

  • Only working with the winners

  • Interested?

If they show interest, we set the stage for the offer.

Core Principal

If a lead becomes unresponsive, you must follow up shamelessly and relentlessly. 

Time is the killer of all momentum. 

The most effective conversations take place over the course of a single day from start to finish.

  • Get my note?

  • Ping^ ;)

  • [Name]?

  • Sorry, I got busy (play dumb)

  • Note: Tailor your solution to their specific needs & challenges

  • [Insert need] to ramp up to [goal] is right up my alley

  • Have helped tons of clients:

    • Move out of overwhelm and into clear action

    • Quickly build a reliable customer acquisition engine

    • Dial into their perfect customers and nail their messaging

    • Build consistent lead flow so they can feel more stable in their revenue

    • Get clear on their data to be able to make confident business decisions

    • Buy back their time so they can focus on growing the business

    • Achieve their perfect exit

    • Build a life they never have to retire from

  • Last year on average, I helped my clients reduce their churn by 32% and multiply conversions by 9x

  • I’ve helped my clients raise over $600M

  • Provide the sequencing to scale

  • This is right up my alley

  • Do you want help with solving X?

Testing Commitment

  • I could help you crush it
 

  • But I need you to be committed

  • How important is this to you on a scale of 1-10?

  • Is this a now or a later thing?

  • I only work with action-takers. The clients that hit their targets are committed. Are you ready to commit or would you rather settle?

  • Good enough is the thief of incredible

  • Is this a NICE to have or a MUST-have? 

  • Is it a new thing?

  • Note: A chat should have at least 9 messages before moving to the solution or offer.

OFFER

Send the following messages in rapid succession immediately, followed by the full offer below.

  • Here’s what I got
 2 options. 

  • Regardless you get weekly calls with me

  • Helping you become the person who can effortlessly achieve next-level outcomes

  • Teaching you the frameworks from my book

  • Once you read just let me know if you are IN, or have any question

Offer Template

[Private Program Name]:

  • [Insert Time] private call once a month
  • [Insert level of engagement] chat support
  • [Insert Network Access] to experts
  • - + Includes everything in my [Group Program Name] Below

[60% of 12-month price] for 6 months or [Insert Price] for 12 months

Or


  • [Basic Program Name]:
  • [Insert Time] group call per week with me & group
  • [Insert Name] Tasks
  • Implementation Support 
  • 24/7 with my private all-access group
  • [Insert Bonuses] ex: AI Prompts, SOPs, Process
  • ** [20% of 12-month price] per Month, or [80% of 12-month price] for 6 months or [Insert Price] for 12 months.

What we do that no other group does:

[Insert 3 to 4 benefits that is exclusive to your program]

Social Proof

  • [Insert Here]

Payment Links

  • [Insert Here]

  • Click the link ^ fill it out (takes ten seconds)

  • Lmk when it’s done

  • Standing by

  • Got some goodies to send ya ;)

Post Close

After they send a screenshot, commend them for their decision.

Reinforce that they’ve made the best possible move for themselves and their business, and set the expectation.

  • Super pumped to work with you!! 

  • How ya feeling? Nervous? Excited? Ready?

WAIT FOR ANSWER

  • Hahaha, all good emotions.

  • Here's the deal

  • Calls are every Wednesday

  • Lock in your calendar

  • Get into the app and complete the onboarding checklist

  • You are going to be part of a community that are givers and creators 

  • Just show up to weekly calls 

  • I don’t care what comes up commit

  • If you commit I’ll make sure you don’t fail 

  • Let’s rock it!


FOLLOW-UP

If you are in the conversation and the client ghosts you for an hour, here is what you need to do:

Step 1 

After 30 minutes, go into the conversation and LIKE one of the messages they’ve sent you or genuinely engage with their profile. 

Step 2 

After 60 minutes, ping them using one of the following bumps:

  • Get my note?

  • Ping^ ;)

  • [Name]?

  • Sorry I got busy (play dumb)

  • Sorry if I offended you


Step 3 

If the client has not responded to any of the above messages, do not follow up again that day. Follow up the NEXT day and say “Morning!”

  • Note: Follow up sequence afterwards should be 24 hours, 3 days, 7 days, 14 days, 21 days.


OBJECTION HANDLING

Money Objection 

“Too expensive, can’t afford it”

Message 1: Totally get it. Finances aside, what do you think about the program?

I love it, blah blah.


Time Objection 

“Don’t have the time”

Message 1: Totally get it! You want to make sure you have time to implement

Message 2: Some of our best clients see results with as little as 2 hours a week

Message 3: Do you think you could find 2 hours to “get to your goal?”

If they say yes


Message 1: One of my mentors said “If you don’t sacrifice for what you want, then what you want becomes the sacrifice”

Message 2: Are you willing to sacrifice a bit of leisure and downtime to build your business, so you never have to work another job again?

If they say yes

Message 1: It sounds like you’re ready to get started. What about the program stood out the most for you?


I want to do it on my own objection

Message 1: Totally get that! And I respect your hustle. Is that the only thing holding you back, is that you want to try it on your own?

If they say yes
.

Message 1: Okay awesome. Let me ask you a question
 Is that what you’d advise your potential clients to do?

Message 2: If you try and do it on your own, in the process you could waste months when you could just get the result faster

Message 3: I mean that’s why your clients hire you, to get their results faster. Would you rather spend 3-6 months trying to figure it out on your own? Or would you rather start with me today and I guarantee you that you will sign clients in the first 30 days?

If they say yes
.

Message 1: It sounds like you’re ready to get started. What about the program stood out the most for you?


I don’t want the big 12-month commitment objection

Message 1: Totally understand! Is the 12-month commitment the only thing holding you back?

If they say yes


Message 1: Tell you what
 why don’t we do this?

Message 2: Start with the monthly and I will let you upgrade after we get some quick wins.

Message 3: And if you’re not satisfied with those results and are not happy, you can just cancel no questions asked

Message 4: Would that make it possible for you to get started today?

If they say yes


Message 1: It sounds like you’re ready to get started. What about the program stood out the most for you?


If they say they’d like to start next week 

Message 1: Amazing! I love it! What’s holding you back from getting started today?

They say blah blah

Message 2: The truth is that 99% of the time when people say “next week” it really means “ne-ver.” So instead of doing that, why don’t we get started right now, and together we can start building your dream business together.

Message 3: As a coach, if I let you off the hook, I let you down, and I’m not prepared to do that. Don’t you think it’s time to fully commit to your goals and dreams?

Once they say yes


Message 1: It sounds like you’re ready to get started. What about the program stood out the most for you?

THEM: If they say something along the lines of 

“Give it to me for free and then I’ll pay you back with the money I make in the program”

Message 1: I have to honour my other clients’ investments + when you pay, you pay attention!!


Hail Mary Objection

You’ll never receive one penny more than you think you deserve

Your self-worth is everything

It’s not about working more

It’s about increasing you’re internal value

Right now, you don’t believe you deserve my coaching 
 or that YOU will take advantage of that.

That’s internal self-worth

So my question to you is
 are you ready to make an investment in YOU?