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NOS - Business Leader Implementation Training
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NOS - Business Leader Implementation Training

Intro

How to use this Training

Welcome! Remember - you are here for a reason...let's get motivated, excited, and begin this journey towards your success!

Let's kick off by going through some key pointers to keep in mind as you start:

High-Level, Strategic Mindset Points to Ensure your Success

  1. Forget the glamour - we are here for results not fancy bells and whistles.
  2. ACTION is the only thing that matters. Until it is out of your head and into the universe (ex. writing stuff down, implementing things, etc.) then no action has taken place and no outcomes will change.
  3. Don't get overwhelmed on implementation or the idea that things need to be perfect, perfection kills growth and action.
  4. I am here to help guide you and coach you along the way, but be respectful of my time by listening to my advice and investigating on your own (the best way to learn!). Google can answer a lot of questions.
  5. Move quickly, but don’t cut corners. The speed at which you get through each task will determine the speed at which you will generate leads and earn money.
  6. Expect some resistance. There will be challenges along the way. Creating predictable sources of revenue isn't easy.
  7. Forget about what you learned in the past, the more open you are to testing and trying new things, the better.
  8. Take advantage of the opportunity you have in front of you. There are millions of people who would kill to be where you are (alive, healthy, ambitious). Don’t take it for granted, and make the most out of it!

Tactical Points to Help with Execution

  1. Go through the training step by step. Don’t skip anything. Be disciplined.
  2. Do everything as I complete it. Don't watch and simply observe, complete the work with me as I demonstrate it.
  3. This is meant to be implemented and replicable for your needs. Use Notion to COPY these templates directly into your own workspace and craft your own assets and SOPs.
Expectations for You

Before going further, let's also discuss some specific expectations we have of you, focus on these and you'll be setting yourself up for success!

  • The big one: You must send 3 personal outreach videos per day to prospects for the 6 weeks - this is a MUST.
  • I expect (by the end of this) for you to have a killer structure and end-to-end process in place for your entire sales department including storytellers and inbound sales reps.
  • I expect a positive attitude and people who are eager for growth.
  • I expect effort and discipline.
  • I expect you to show up like you want to succeed, the ball is in your court!
  • I expect you to stay motivated, level-headed, and take things one step at a time. This is the key to not getting overwhelmed by all the systems.
Why Listen to Us

We've proven this works! Some bullet points for you to review:

  • $0 to $6M in under 2 years (with only 4 sales guys) while implementing our methods.
  • We run and manage high-performing sales teams day-to-day, for a living!
    • I also personally used to be a sales rep, and I've done a lot of outreach for my own businesses and others (over $5M net new opportunities at Oracle).
  • We have consulted several 7 and 8 figure business owners on their processes and have had incredible results ($300k to $1M a month in 2 months)
  • Personal stuff about our team:
    • Worked for Large Tech companies such as Facebook, Tesla, Oracle.
    • 100 mile races
    • Walk-on to the Ohio State football team - Big 10 Champs!
Initial Notion Set-Up

Notion is the bread and butter of everything we do. It is an amazing tool to organize your work and will highly increase the efficiency of your operations. In very basic terms, Notion provides customizable databases and page views to organize information. To speed things up for you, we've set-up the Nadabot Operation System to make it extremely easy for you to get your Notion workspace set-up like ours. Follow the steps below:

Pro-tip: Before beginning, checkout this YouTube video for the basics of Notion.

  1. Go to Notion.so and create an account if you have not already created one.
  2. I suggest at minimum getting the team plan ($10/month/member) - although the personal account is free to start.
  3. Create a workspace for your team, the only thing I want you to focus on for right now is getting the Nadabot Operating System replicated into your own personal Notion account.
  4. The Nadabot Operating System will give you all of the template assets you need to get started. Click the image on the dashboard page to get started.

Pro-tip: Your private pages won't be shared with your team - do whatever you would like with those.

1. Mindset

Shift Your Habits Immediately
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Being successful in business is hard. It takes commitment and willingness to confront brutal truths while also still having the unwavering belief that the story will end the way you envisioned.

Environment

  • Remove any clutter and throw out anything you haven't touched in 3 months (clothes included).
  • Clean your living space and keep it spotless (or hire someone to).
  • Remove all the clutter on your computer and phone. Delete anything not necessary to your current goals and success.
  • If you have a negative roommate, move.
  • If the people you hang out with regularly aren't working to be successful or doing the things you want to be a part of, find a new group or spend more time alone.
  • If you have a negative partner, break up with them.
  • If you have a negative family, distance yourself and let them learn from you through your actions and how you've changed. You can't help anyone change from staying in the same circumstances.
  • Flood your environment with positivity. Listen to motivational or inspirational audiobooks or videos.
  • Create a quiet, inspirational, uncluttered workspace/grind station. I suggest a standing desk if possible, good lighting, and whatever pictures or posters keep your mind in the right space.

Equipment and Tools

  • Buy some nice clothes or wear anything that makes you feel most confident and ready.
  • Get the fastest internet and ethernet connection in your area - google fiber seems to be best.
  • If you have a bad computer, go buy a better one, here.
  • Buy blue-blocker glasses if you stare at a screen all day here. You can turn night mode on your phone as well.
  • Buy a good quality headphone set, AirPods, a mic, or something to make professional quality videos and calls with.
  • Install Grammarly. Never make a spelling or grammar mistake with customers.

Health & Fitness

  • Buy a Whoop band to track all of your fitness, health, sleep, and recovery. Get 30 days free and a discount here.
  • Workout consistently at least 3+ times per week.
  • Drink water like it's your job.
  • If you drink alcohol, stop.
  • If you do any drugs or smoke, stop.
  • Stop watching any T.V.
  • If you eat unhealthy processed foods, fried foods, or anything with a lot of additives, stop.
  • Put a massive priority on purchasing quality foods for your body to run on. Whole foods, fruits, vegetables, things that are natural, living, and fresh.
  • If you're sick or have chronic pain or illness try fasting and changing diet. A lot stems from food and gut health.
  • Rule of thumb: if whatever you eat takes more than 3 hours to digest, then it's not efficient energy-wise for your body.
  • Plan out 1 perfect day of eating, keep it simple, and eat that same routine every day so there is no guesswork, buy enough groceries to last you the week. Switch it up on weekends if you want.
  • If you have a bad bed, go buy a new mattress or get a foam mattress, here. 
  • Get blackout blinds.
  • Sleep in a pitch-black, 68-degree temp room, avoid having your phone or other distractions in this room. 8 hours in bed doesn't equal 8 hours of sleep.

Other Habits To Instill:

  • Pick up a meditation practice to perform every morning before you start the day.
    • I highly recommend this course: Sadhguru, Sam Harris's App Waking Up, or another simple app like Headspace if you need it.
  • Spend time in nature, spend time in silence.
  • Write down your tasks for tomorrow before you go to bed. PLAN THE DAY. Then write what you're grateful for right when you wake up.
  • Set inexcusable FOCUSED work blocks throughout the day. 2-4 hour blocks.
  • Read at least 2 pages of a book every night and listen to audiobooks (specifically on your current skill set which is sales. This will stimulate new ideas to become an expert in your craft).
  • Journal and reflect once a day.
  • Quit caring about the opinions of other people.
  • Only listen to those who are in a place you would like to be in.
  • If you say you are going to do something, do it. Keeping promises to yourself builds self-confidence.
  • Stretching in the morning.
  • Try some quick breath work or a cold shower to amp you up in the morning.
  • Pay your taxes. (As smart as possible).
  • Download Tiller Money and track all of your financials, here.
  • Remove your biggest distractions: Delete Social Media or whatever is your vice. (unless posting for content and business, don't be a consumer)
  • Exclude any video games, Netflix, YouTube (unless educational), from your weekdays completely.
  • Realize that compounding interest is the most powerful law and that it applies to EVERY action you take, not just in money.
  • Do 3 video outreach messages a day.
  • Get shit done.
Law of compound interest

Review the videos and graphics below to learn about this highly important concept!

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Extreme Ownership

Jocko Willink - Extreme Ownership:

You should read extreme ownership by Jocko Willink as well (life tip)...but here are the CliffsNotes:

1. EXTREME OWNERSHIP (E.O.)

A true leader takes 100% ownership of everything in his domain, including the outcome and everything that affects it. This is the most fundamental building block of leadership that cuts across all other principles. It applies to leadership at any level, in any organization.

  • When something goes wrong, a true leader doesn’t find excuses or blame others. He puts aside his ego, takes full responsibility for the outcome, and reviews what he must do differently as a leader to create success. If an under-performer is dragging the team down, it’s the leader’s role to train and mentor the person. If people aren’t doing what they should, it’s the leader’s responsibility to clarify the mission and action plan, get people’s commitment, and equip them to perform their roles.
  • Taking E.O. requires that you put aside your own ego and review what you must do differently as a leader to create success. This involves accepting criticisms, securing resources, winning hearts and minds, building clarity and processes, etc.
  • Leadership attitude is contagious. When you demand E.O. of yourself and others, people start to emulate you and the mindset spreads throughout the organization.

2. NO BAD TEAMS, ONLY BAD LEADERS

Leaders fundamentally decide their teams’ level of performance. Under the right leadership, any team can thrive.

3. CLARITY AND BELIEF

As a leader, you must fully understand and believe in a mission, before you can convince others to embrace it and lead them to do what’s needed to succeed.

4. MANAGE YOUR EGO

Great leaders prioritize the wider mission over their personal ego. They’re willing to learn, accept good ideas from others, and own up to their mistakes. They also manage their team members’ egos to keep everyone focused on the team mission.

5. COVER AND MOVE (TEAMWORK)

Cover and Move is a common military tactic, where one team covers while another moves, so they can jointly gain ground. This is all about having different teams working together and supporting one another.

6. KEEP THINGS SIMPLE

Keep your plans simple, so they can be easily communicated, understood, and adjusted in response to real-time changes.

7. PRIORITIZE AND EXECUTE

It can be overwhelming to be faced with many time-sensitive, high-stake problems, all of which may snowball into bigger issues. In such situations, good leaders stay calm, take stock to identify the top priorities, then tackle them one at a time.

8. DECENTRALIZED COMMAND

Break down your teams into groups of 4-5, with a clearly assigned leader for each group. Ensure that leaders at all levels understand the overall mission and immediate goals, including what the team must do and why.

9. SOUND PLANNING

Great leaders ensure there’s a sound planning process that includes mission clarity, evaluation of options and risks, engagement of all levels, post-action debrief, and systematization of the planning process.

10. LEAD UP AND DOWN THE LINE

Great leaders concurrently lead upward (by offering information and updates to help their leaders understand their work and support them) and lead downward (to help junior leaders and frontline staff to see the bigger picture).

11. BE DECISIVE AMIDST UNCERTAINTY

As a leader, you must be prepared to make the best possible decisions based on available information.

12. DISCIPLINE BRINGS FREEDOM

Discipline doesn’t mean rigidity and is in fact essential for freedom and results.

Creating A Winning Mindset (+2 Mentality)

Go Suffer

3 Action Steps:

  1. Meditate Everyday
  2. Do something physically hard every day (workouts, cold shower, etc.)....and once every month or two do a boundary pusher (something extremely hard or uncomfortable physically).
  3. Power Hour: 1 hour dedicated work block to CREATING something new, no distractions.

My Laws On Mindset:

  • +2 in everything you do (.99^365 and 1.01^365)
  • Diabolically laughing in the face of adversity
  • Don’t give your pain a voice (PHYSICAL ONLY)
  • NO END IN SIGHT POLICY (for stuff that can’t be chunked down)
  • Positive Thought Loops & Mantras (thoughts feed feelings which feed thoughts)
  • Take the longer or harder route (always go around the next tree)
  • Praise your effort, not your outcome (wring yourself out)
  • If you are going to do it, FULLY COMMIT (hard becomes easy)
  • Keep the promises you have made to yourself
  • Give yourself rest and occasionally break your own rules
The Art Of Getting In Touch
  • Understanding how to get in touch with the right people is one of the most crucial things I will be able to impart to you guys and it takes serious effort and energy
  • It is also the most fun and exciting thing once you realize you are really just one or two people away from the entire trajectory of your life-changing
  • Creating highly personalized videos for people where you learn to offer them something unique and you learn to ask for things with clarity will give you a skill very few humans have
  • This is HOW you create opportunities out of thin air for yourself in life, once you learn it and figure out it actually works, you will never be the same

2. Product-Market Fit + Initial Assets

Person, Problem, Promise, Outcome

General Info

  • CUSTOMER ONLY CARES ABOUT THE OUTCOME
  • Specificity is extremely important - the more your message resonates with someone, the better your chance at booking calls and closing deals.
  • Selling cheap products leads to small margins, poor clients, and unscalable efforts - a good rule of thumb is if it takes your personal time charge more, if it is automated or systemized, charge less.
  • NONE OF THIS IS SET IN STONE - you will need to test and revise your ideal client, the problem you solve, the promise you make, and the outcome you deliver.
  • Helping people visualize your offer if it is not physically tangible is important - you can create designs and mock-ups to help people see how things work (KEEP IT SIMPLE).

Person

  • You want someone who you can learn a lot about or understand well.
  • You want someone who HAS money.
  • You want someone who you can easily access (LinkedIn, Email, Network, Socials).
  • You want someone who is willing to change their state and has no other good solutions.

Problem

  • You want to find a problem you can solve at scale (minimal up-front resources is best).
  • You want to find something that is highly annoying for the prospect.
  • You want to find something where you can define WHY they cannot solve the issue.

Promise

  • You want to find the EXACT end state that the prospect wants to have.
  • You want to make a promise that would be impossible to ignore and solves their direct issue.
  • You want to make a promise where your solution is the only one that fits them perfectly.

Outcome

  • You need to define exactly the outcome they will receive, people buy outcomes.
  • You need to come up with the easiest and most simplistic way to achieve the outcome.
  • You need to make the outcome well defined and have clear metrics of success.
  • Make sure that you can manually generate the desired outcome before trying to automate it - if you cannot, revisit the idea.
  • You need to test outcomes in 2 independent environments - scientific experiments are not valid unless they can be duplicated by different people in different environments, follow the scientific method.

How To Create A Centralized Location Of Assets For Your Teams
  • The best and easiest way to create the initial assets you need is to follow along with the templates we have provided. We aim to make it as simple as possible to get you up and running quickly. If you need something additional and would like help with some ideas - let us know!
  • These are not meant to be perfect! They just need to be done - you iterate and improve on them over time in review cycles. We even update the templates over time as well so nothing is ever really set in stone in the grand scheme of a good sales process. The more data you gather, the more you can enhance your processes.
  • If assets are not working - go back and change these - they will need to be CHANGED - copywriting is a skill - you will know quickly if it's working or not.
  • Minimum 30 data points for sales process and price. Ideally, you want north of 100 data points to really know anything else. 385 is best. Either way, pick a number and stick to it, only change one variable at a time with anything.
  • Having these in one centralized location is massively important for transparency, visibility, updates, and overall team cohesion. I recommend hosting everything within Notion as a hub for your specific teams EVEN if the entire company isn't on there.
Team Culture: Mission, Values, & Rules

Here are our Mission Statement and Values:

What does this mean for you?

  • Your mission is your north star, it's the guiding light that you are striving for as a company, it's your reason for existence. Make it specific.
  • Your company values are the qualities that each person in the company must exhibit in order to remain a part of this mission. These are your non-negotiable standards and will guide you in making all of your people decisions.
  • Your employee requirements are just base level (more tangible) expectations of your employees on a regular basis.
  • Your individual team RULES are the actual rules you need to put in place to run the daily operations smoothly.
Who Do You Help And How?

Template:
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Who Do We Help & How? (Foundation)

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One of the first things we need to figure out is WHO you're reaching out to and HOW you'll help them. The exercises in this section are meant to help you understand your customers and provide you with the foundational messaging material and targeting that your storytellers will use for outreach. The better you and your team understand the people you're prospecting to, the better the results you'll yield. Take this section seriously and complete all requirements! You can always iterate on it over time.

Describing The Niche

INSTRUCTIONS: Toggle Here

Who is your customer base and what do these people want?

  • When filling out the niche do this as if it's YOUR best guess....once we fill out the client profiles we will come back and refine the niche as needed
  • The earlier on you are in business the SMALLER the group you need to focus on. Focus on helping 1 person first. Then 10 people like them. Then 100 like them. And so on.....start with 1
  • Your market will naturally grow over time, if you start broad, you will fail
  • It's hard for humans to want to "put themselves in a box" and "limit themselves", but this is precisely the discipline needed to get the initial wins and expand. Remember we are HYPER-PERSONALIZED in our approach, so who's the best target?
  • You want to make someone feel like you're the only one on the planet who's put that much work into solving ONLY their needs
  • Don't jump niches, expand niches ... open up to similar markets and types of people instead of going after an entirely different demographic or type of person
  • ONLY start with one niche down below

Niche Descriptions

Ideal Client Profiles

INSTRUCTIONS: Toggle Here

How to nail ideal client profiles

  • First, look at your current client base if you have one and select the BEST client(s) to use when filling this out
  • If you don't have clients yet, pick who your most ideal client would be out of the niche you described - GO FIND A REAL PERSON
  • Link their social profiles and answer the questions on them
  • We can add to these over time, start with one and pretend like this is a example case study of their success (even if you don't have them as a client yet).

Ideal Client Profiles

Describing Your Company

INSTRUCTIONS: Toggle Here

Who are YOU as a company and how do YOU help these people

  • We have collected all of the information on them, now we need to describe exactly how YOU are going to be of value to them
  • CORE concept, thesis, or argument to the market (best ones are slightly contrarian)
    • This is the foundation for which you started working on the idea, what are you addressing
  • Who you help
    • niche and ideal customer
  • What you help them with
    • What are the actual activities and metrics that we are helping them with
  • Why you help them
    • Who are we and what is our backstory related to this - why are we the experts
  • How you help them
    • What is the unique vehicle or mechanism for transformation, the actual product, or service (what are the actual features & points of difference - better, faster, cheaper)
  • How long it takes to help them [timeframe]
    • What is the expected amount of time to deliver our results
  • BIG CLAIM to the target customer
    • desired transformation we are helping them achieve

Describe YOUR Company

Create A Sample Outreach Video

INSTRUCTIONS: Toggle Here
  • Now in order for our team to be UP to your standards and pitch your unique value properly, we would like to see you create a quick sample video of how you would do outreach to a prospect and pitch the idea
  • Please pick a real person and pretend like you were trying to connect personally, offer some value, and attempt to get them to book a call
  • THIS doesn't have to be perfect, our storytellers are TRAINED assassins when it comes to connecting with people, we are more interested to see the PITCH and VALUE proposition that you layout
  • Download the loom chrome extension and record the video (it's free) You can then just drop the link immediately below in the embed loom section

Pricing & ROI Justification

Template:
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Pricing & ROI Justification

Overview
  • Price is the amount that a customer is willing to pay to go from where they are NOW to where they WANT to be (so long as they believe you can take them there).
  • You always need to relate your price directly back to how much money you are making or saving the prospect - any product or service can be relayed back to this in some form.
  • Survey the market for similar alternatives, you want to have a MUCH better offer than them.
  • Bringing something truly unique to the market means you are delivering something 10x the value of anyone else on the market.
  • When determining your pricing - if you can't list it out clearly and on a few bullet points - it's too complex. Find a way to dumb it down and still make the economics work.
  • Uncertainty and lack of clarity KILL deals.
  • Then from an efficiency standpoint you want to have the total LTV (lifetime value) of the customer be at least 3x the gross contribution (total amount you paid to acquire and do business with them).
  • Price alternatives should be a fun activity here, you don't need to be cheaper than others, you just need to be WAY better and know how to articulate it.
  • Lastly, when determining price, you need to have clear ROI justification for the money they are paying. People like knowing apples to apples and dollars to dollars exactly what they can expect.
  • Doing business with you shouldn't COST them anything, it should be an investment back into the value they will receive.
Determining Price
  • Price considerations = value of the transformation, % certainty that it can be delivered on, affordability from niche, and what competitors charge.
  • Just do some back of the napkin math and pick a price to start out - price is NOT set in stone, you will come back and iterate as you get data, collect proof, and improve the offer and vehicle for transformation.
  • It can take sometimes 30+ data points to really nail down a price for a niche, so just get started and don't overthink it - I'll even give you a methodology to come up with the first one.
  • Price is about data, not emotions. If customers have too much resistance and won't buy, it will show.
  • If it's too easy to sell, keep raising the price 10% each time until you hit a resistance level for a good bit of your leads.
  • If you are just starting out, you want to get quick wins and prove your idea...it's okay to test and negotiate higher or lower based on how much you feel the customer will be able to afford.
  • If you do increase or decrease the price, make sure the value is reflected and you add or remove some features to reflect it properly.
  • Offering trials will allow you to understand if people are seeing the value after the trial or if they abandon and churn - it can be useful especially to SaaS companies.
How To Prove The Expected Value To A Customer (1/10th model)
  1. Determine the value of the transformation you are providing. Do this by directly relating it to HOW you are helping the customer make money or save money.
    • Example: John does digital marketing for chiropractors. One new client is worth $5,000 LTV to the chiropractor. John thinks his offer and mechanism can bring in 50 new leads a month which will result in 10 new customers. That's a $50,000 value for the chiropractor.
  2. Now you need to assign the expected probability (%) of success to this actually coming true, and the customer must agree. Estimate this by your proof and credibility + the customer's current situation.
    • So John and the Chiropractor need to determine and AGREE on the expected probability of success in delivering on this promise. Let's say John is pretty seasoned with Chiropractors and has some proof and data. They assign a 50% probability that this will be successful.
  3. Now the total expected value for the Chiropractor is $50,000 x 50% = $25,000 expected value.
  4. Once both you and the prospective customer agree on the expected value - you apply the 10x model. This means you charge 1/10th of that expected value
  5. If John offers to provide this service for just $2,500 a month - the customer has already agreed on the ROI, they will be ecstatic to do business with you.
    • If you are a brand new company with lower economics and lower proof/data on your claims, you can start with a smaller ROI like 2-5x just to prove out the business model and stay operating. Otherwise, if you can make this 1/10th method happen - you should.
    • Competitor Pricing

    • If your competitor can create the same expected value as you then you will need to be priced lower if you want to win the business - this is why it's important to check their pricing and their overall credibility and trustworthiness.
    • You can win a lot of times with a higher price if either the value created is higher OR the certainty of creating the value is higher (or all of the above are true). Both of these increase the expected value that the customer will receive.
    • Also, in order to increase your price, you will either need to increase the value created or increase the level of certainty in your offer (or again, do both).
Creating An Offer Mock-Up (Visual Selling Tool)
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If you already have a good functioning product and lots of marketing assets - you may move past this module quickly.
Conduct Initial Discovery Research
  • You need to pitch at least 20-30 people before you know if you have anything or not (could take up to 2 months, longer if enterprise solutions)
  • Start by doing outreach to people in your network to gauge if there is any interest, book initial discovery calls to show people a quick walk-through and demo of your mockup and of your new offer.
  • Get honest feedback and let the MARKET validate or invalidate your idea...you do this based on how the calls go, not by the outreach itself. In the beginning stages, it could just be your messaging that is flawed, so make sure you are able to take actual discovery calls to gauge interest.
  • Get commitments and TALK pricing on these - you need to gauge where the market is at with price and with how badly they actually want the offer. You won't know unless you pitch and ask for commitments.
  • After exhausting your own personal network and people within your circle of influence for the initial offer and sales - you go immediately to your first identified niche and ideal client to try and validate the case further.
Building The MVP If You Don't Have One
  • Start by being able to deliver on the promise and provide the outcome using MANUAL processes, then once you prove you can do it multiple times, bring in people, tools, or systems, to increase the efficiency.
  • Validate the outcomes: you want to be paid in full and get testimonials, that is how you know your outcome is being delivered.
  • It doesn't need to be pretty at first, but it MUST deliver the outcome you are promising.
  • It's way easier to fix a product with only 2-3 customers before launching than trying to fix it with 100 customers.
  • If you need to raise money to create the rest of the product or service - show investors signed purchase orders and commitments
Offer Mock Up
  • When creating an offer mock-up it's important to SIMPLY and VISUALLY show how you get clients from their current state to their desired state.
  • This is not about showing a full demo or perfected version of the product, it's meant to pique the prospects' interest and to visualize their potential change in state.
  • Again, this is to be used as a reference tool on your landing page and in your outreach.
  • If you offer a product, create an amazing visual of how someone is going to feel using your product or achieving a certain outcome. You can use Canva.com to quickly piece together a photoshopped picture.
  • If you offer a service - map out the service and offer so your prospect can visualize what it's like to work with you. Use https://whimsical.com/ to create this.
  • Here is an example of one below - Again it can be much more simplistic than this one, it just needs to give a lot of clarity on what is being offered
Gathering Case Studies

Template:
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Case Studies

  • Collecting case studies is the most vital part of getting proof and data to back up your offer.
  • You should be trying to get these every chance you get.
  • The best method is to have them record a video answering a set of questions you send over or to interview them over Zoom yourself and record it (with their permission).
  • Screenshots, quotes, and any other data or evidence is encouraged.
  • I've included a sample case study template above inside the database. This is an easy way to store case studies and it can be published to the web or used as internal storage - whichever you would like!
Writing A Sales Letter

Template:
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Sales Letter (Practice Writing One)

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This will be the foundation of what you can pick apart to use for Video Sales Letters, Email Copy, Marketing Campaigns, and other assets down the line.
Overall Sales Letter Notes
  • Everything starts with your one core argument to the market - this is that, but written down
  • You are writing this letter with one specific person in mind - if you can't picture yourself going to lunch with this person, it's not specific enough
  • You will have other sales letters later on and you can think of them as blog posts - but create one foundational one to start
  • This is meant to be USEFUL - not a document that just explains what your company does, no one will care about that
  • This should be written like you are having a deep conversation with a friend
  • Founders and Co-founders really should be the author of this
  • If this letter is too broad it will not be successful
  • Don't focus on length - focus on highest quality delivered in the easiest to understand method
  • It doesn't need to be perfect at the start, just get it done - you will come back and iterate many times over the life span - but it's pulling all of your foundational copy research together so it's a key asset
  • This is the voice of your business - this is where all of your domain expertise and CORE arguments come into play
  • Implementing these quickly allows you to test the market and find the nerve of your audience, which is crucial to the sales process, so focus on speed and iteration mindset here
  • This will be used in many other aspects of your business such as landing pages, outbound copy, video sales letters, marketing, etc.
  • Focus on value and simplicity
  • A useful, unique insight is the cause-effect relationship between a new activity and its benefit
  • Writing is one of the most essential skills you will need to develop to be successful in business
  • Post on socials and get feedback ASAP
  • If it doesn't work and this doesn't convert...simply rework it and repeat
  • This is what a lot of people don't understand. The marketing is completely separate from the sales and product and price. The headline and marketing needs to bring people in the door and create belief and demand. The sale needs to solve a specific problem for a price. The mechanism needs to deliver on the promise made during the sale. There are 3 moving parts.
Notes on writing headlines
  • Without a strong headline, getting attention will be difficult. Marketing has nothing to do with your offer or vehicle for change. Even if your offer is fantastic, if the headline or marketing message is wrong, it will remain unheard of
  • Monetary benefits are always extremely helpful, you should always be able to derive monetary benefits from your offer in some way. Beyond that health is next, and time freedom after that.
  • The best headlines are promises made that are derived from either your case study outcomes or research outcomes. Just take a look at your best case study, and use the transformation that took place
  • BE RISKY - it's okay to take heat here or mess up, it happens, but you need to find the points of resonance or you will never know what you need to build to
  • It is bait, it's a huge claim, it is meant to get eyeballs, so you can explain your case from there
  • If you don’t have case studies yet, use the transformation that you witnessed via 2nd-hand evidence
  • If you are still unsure, start by crafting the most appealing headline that you can think of in that niche
  • When you are testing something, it doesn't need to be true just yet. Or you can use second-hand evidence as I said. When you are actually marketing something, YES it absolutely must be true. This is where people get confused...They are scared to make claims that are not true yet, however, without making these early claims, you won’t find the point of resonance, and you won’t be able to build something that meets the market at the point of resonance. Once you find the point of resonance, get on your horse and bust your ass until the claim is true...otherwise, you are a fraud and a liar.
  • Marketing is different from sales and the sales are different from the vehicle. The headline and marketing needs to bring people in the door and create excitement and demand. The sale needs to solve a specific problem for a price. The vehicle needs to deliver on the promise made during the sale. There are 3 totally separate parts at play here

Notes on providing proof
  • Once you have the attention - you need to immediately back up your claim to provide credibility for them to even consider getting more information from you. This part is crucial to keeping the attention.
  • They will not listen to you unless they know you are credible and that they can trust you
  • In order to do this, you need to immediately drop proof, provide evidence in a convincing manner, and establish the backbone for the rest of your argument
  • You will use case studies, screenshots, videos, pictures, testimonials, interviews, quotes, financials, whatever you can to quickly and clearly outline the proof behind the big claims
  • Cold-hard data doesn't sell, but it's great to quickly breeze through here just to establish the right footing with the customer who's ANTICIPATING bullshit based on the headline
  • Do this part quickly but do it right and it will make you convert much higher
Notes on calling out who this letter is for
  • This sections can be as long as you need it to be

List out your niches deep-seated desires, fears, failures, enemies, suspicions, and any market trends

Desires:

Fears:

Failures:

Enemies:

Suspicions:

Market Trends:

Then take each of these individual sections and start creating sentences and paragraphs that stack these bullets and combine the different aspects into arguments for WHO this letter is for.

Examples: Now, who is this for? If you are trying to get to your first 100k in recurring revenue, hire a team of commission-only killers, and have something interesting to talk about at your next Christmas party, then stick around. 

If you are worried about leads drying up, then stick around. If you suspect that the angel investors aren't in it for your own benefit, or that it doesn’t take $1million to get your initial product built, then stick around. 

If you are pissed off that you wasted $85k on a Facebook ad agency, or that your CRM isn't being used for shit, or that you can’t book a calendar to save your life, then this is for you.

 If you hate time wasters, short-term mindsets, or the idea of living a boring 9-5 life, then this is for you.

Notes on crafting the main argument
  • The best arguments are usually somewhat contrarion, but hold a lot of truth to them
  • This is the one thing your audience NEEDS to believe in order to buy the rest of what you are telling them
  • This is where you can introduce the vehicle that you use to deliver the big claim. You can also position yourself as the best and/or only option to deliver the solution to the problem
  • The Vehicle here is NOT your product
  • KEEP this short. If you can’t say it in 3 sentences, then it’s not concise enough.
  • Don’t try to say too many things at once. Say one thing. One clear concept. The one main argument that you are fighting for. What's your core principle.
  • Example: You can build your coaching business to $5 million dollars in 2 years if you use the right technology, have a predictable traffic source, and create the right structure for your team.
  • However, most entrepreneurs are running dry on leads and are damn near out of money from trying to test ads they don't even know how to run.

    We are the only people dedicated to solving this particular problem for entrepreneurs.”

Notes on detailing the background story
  • The best way to establish credibility here is to position yourself as an expert in this particular area, but you cannot do that by straight up bragging about achievements
  • In order to do this in a humble way there's an easy trick
  • Tell the audience something you are terrible at that is COMPLETELY irrelevant to the topic at hand, and voice a lot of humility with it.
  • Then after sharing something you suck at, you can confidently open yourself up to share that, on the other hand, you found yourself at home with this PARTICULAR niche
  • So list something you suck at that's irrelevant, then list something you're great at that is relevant
  • Another great tactic to fleshing out the story is being humble when sharing your story and your beginnings..."it wasn't always this way...", put yourself in their shoes and vice versa
  • People take an average of all the achievements you list out, so it's better to list ONE amazing, killer achievement, than 1 killer one and 3 lukewarm ones.
  • List ONLY the things that will stand out like crazy - I always suggest one related to your personal life and 1-2 related directly to this line of work

STORY LINE:

  • Brief backstory and personality
  • Establish that you are in expert in a field
  • Show the problem you encountered
  • Share how there's no other solution around
  • Describe how you created our own solution
  • Explain how well the solution worked
  • Share your new mission for helping others achieve the same results
Notes on crafting valuable insights
  • A valuable insight = cause-effect relationship between an activity and a benefit relative to a person that only you (or a handful of people) know of
  • These are ALL the core concepts that form your main argument and overall thesis on what you are offering
  • Again, here is not the time to mention your solution...you are still painting the picture
  • How to find a Valuable insight:
    • Action = {doing what}
    • Old way of doing {action} =
    • Old result because of doing it that way =
    • New way of doing {action} =
    • New result because of doing it this way =
    • Valuable insight = the cause-effect relationship of doing it THIS NEW way compared to the old way
  • Think of these as the benefits to your company, not the features
  • AGAIN - do not mention your product, you are just giving the roadmap here as to WHY.
  • Provide evidence after providing the insight
  • Provide Q&A style bullets to answer questions to make it applicable to THEIR scenarios in their heads...they will be wondering if this will work for them too.

Example Insight Summary

So, as you can see, all you need to do is [insert action step 1], [insert action step 2], and [insert action step 3], and you can [achieve desired outcome from headline].

Notes on comparing alternatives
  • Basically here you are just destroying the competition
  • Explain the other alternatives someone could attempt to achieve their desired outcome
  • Remember to highlight their results, their timeline, or their price {better, faster, cheaper}
Notes on benefits and outcomes
  • Unlike the key insights section, here we are explicitly listing our key benefits that are far superior to any of the competition
  • Benefits and outcome are important to introduce before features are explained. The benefits and outcomes answer the question “What does it do?” and the features answer the question “How does it do it?”. Without first understanding the “what does it do?” question, the prospect won’t understand how the features tie into the benefits.
Notes on the features and how it works
  • You've made a ton of promises and a lot of great arguments, NOW it is time to finally explain how the hell you are going to deliver on all of this!
  • You want to make sure here you aren't just dumping features...they only care about how it works in relation to actually getting them the results they are after, so how does it tie in
  • Also when you're selling - it's best to not get into the weeds or too technical on things, keep them high level and don't reveal the secret sauce all at once
Notes on call to action
  • Here is the area where you finally get them to take ACTION
  • There's tons of tactics here like scarcity, urgency, price comparisons, risk reversals and so on...
  • If you are selling DIRECTLY from this page and it's low ticket. I suggest adding a few of those and fleshing out the rest of the offer and pricing options on this page
  • Otherwise - for most of you, I suggest summarizing and leaving one very clear call to action. The rest of the "selling" can be done on the phone.

Q&A Below The Letter

Notes on the Q&A
  • Attaching the Q&A is very important because if someone goes through the entire letter or sales video they will certainly have questions right off the bat
  • The more you are able to answer these questions up front, the less you deal with later, and the more likely they are to take action
  • A LOT of conversions happen from reading the questions and answers
  • This is the spot you can handle all of the objections without even speaking to them yet
  • Ideally, you want to map out EVERY single reason a customer wouldn't buy from you (objections) and then answer them here
  • You can gather these questions over time on calls and list some prelim ones here to begin
  • This section can go as long as needed
  • Write your answers in a human way - explain how you thought similar things when you first started, don't drop the story telling here. Flesh these out and be candid. Give them the truth and the raw experiences you've had as answers
  • There's really only ever 5 objections
    • I can’t afford it
    • I don’t trust you
    • It’s not going to work for me
    • I don’t need it
    • I don’t have time

Creating A Video Sales Letter (VSL)
  • Always write your sales letter first - this will give you all of the material to film the Video Sales Letter.
  • People don't care about the production level here - they want value and they want your insights.
  • The fancy stuff doesn't even build trust, the raw videos build trust and rapport.
  • You can film this in your bedroom on a webcam, the only quality part that is important is the CONTENT and the AUDIO.
  • Audio will drive people nuts if it sounds bad, so just be in a quiet place, use a mic if you can, headphones or comp audio is okay too just make sure it's silent when you film.
  • There's occasionally a time for fancy commercials but it's definitely not right now.
  • This should be quick, simple, authentic, and get right to the value.
  • Customers are SMART - they want to see you give your argument for what you are offering.
  • Should take you 30 minutes to quickly get this video and offer out in the open.
  • The VSL is going to be a more visual and compelling argument that you walk them through.
  • Always write first and then present/film ...writing allows you to distill your ideas into the most potent form that YOU understand which allows you to be really confident when recording the presentation.

Use the template below to guide you through making the VSL presentation:

Lead Gen Applications (Qualification Forms)

Template:
🗃️
Lead Applications (Qualification Forms)

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On this page we are just coming up with the questions to be used in the quiz/questionnaire - we will do the active set up in the systems and structure during a future module.
  • One of the best things you can be armed with when entering a sales conversation is the right DATA on the individual you are speaking with.
  • The best data is the stuff that comes directly from the mind of THAT person.
  • All leads will flow to this one specific call to action - the application form.
  • One way to collect important information throughout the prospects' early interactions with your company is by having them fill out a few questions before taking the next step or booking a call with your company.
  • This is important for marketing data tracking, lead qualification, and assisting with the sale itself.
  • These questions NEED to be fun and enticing - keep them at the edge of their seats (as much as possible) and make the questions worded in a way that seems engaging and human whenever possible.
  • Anything over 20 questions is too much. The less you can get away with, the better, but of course, you need to have enough to get the actual data that you need.
  • You'll know it's too much if too many people are dropping off mid-survey.
  • It's your job to take as MUCH work out of their hands as possible and make the questions quick, easy, and fun.
  • If being used for lead capture - use the one question at a time card forms (no title slide necessary).
  • In terms of which software to use, a lot of them are similar...as long as it has the ability to provide zapier integrations and use conditional logic it should be fine. Typeform and Jotform are probably the two most popular Google Forms alternatives.
    • I prefer using Typeform, I like the User Interface better than Jotform, that's really the only reason.
  • Flow = Application Page → Calendar Booking Page → Thank You Page
📈
Here is an example of our current application form
Video Outreach 101

Template:
📽️
Video Outreach Script

3 Steps to getting a response

  1. Locate the optimal target and research them a lot
  2. Create an impossible to ignore video
    • I will give you guys a sample template to work off - but these NEED to be unique to you and your personality otherwise they will not work. This takes practice.
  3. Make sure they see it (by any means necessary). If they don't see it - you wasted your time

The formula for a killer video

  • Formula: (Energy + Effort) + (Humor + Charm) + (Status + Clarity)
  • Energy = Treating this opportunity like it's a once in a lifetime shot...bring the excitement and energy to the camera and REALLY deeply feel a sense of gratitude for having the chance they might see this and something great might happen
  • Effort = DOING the research...the only way to show you put a lot of effort into this is to drop subtle hints as to the amount of research you put into them or their company beforehand. Specifically, find something obscure they like in their personal life and tie this into the video in some format.
  • Humor = What makes them enjoy watching the video... TELL A FUNNY STORY or make some jokes. I always suggest telling a vulnerable funny story about yourself or making fun of yourself in some regard. This shows high self-awareness and humility which leads them to trust you a lot more and not perceive you as a threat in any way.
  • Charm = PUSH-PULL. Formula = {Compliment them in a way that's meaningful to them! Find something you see them putting effort into} + {Make fun of them for something completely irrelevant and benign to their identity, something they don't care at all about} Complimenting the other person in a non-direct way without it seeming like you're sucking up to them or begging for their approval.
  • Status = PUSH-PULL. Formula = {List a big achievement in an area that is directly related to why you're reaching out and can help in} + {Make fun of yourself and talk down on an area that is completely irrelevant and has nothing to do with your identity or this conversation} This is important but needs to be handled cautiously. You never want to seem like you are "bragging". It's the same thing with Charm, talk yourself UP here, but then jokingly bring yourself back down as well. Here is where you state something positive about yourself so that you can put yourself on the same level as them. Build value in what it is that you do. People take the average of the best things you have done so only tell them your number one MOST important life achievement that has relevance to the conversation.
  • Clarity = The most important but final piece of the puzzle. Clarity is asking for what you want from them. You need to be CLEAR & CONCISE when asking. Don't make the person have to come up with what you want or do any extra work other than what is needed.
Outreach Messages

Template:
📝
Outreach Messages

  • Start SIMPLE - you don't need to write novels here, this game is about testing and correcting over time
  • There is no magic bullet - everyone lied to you... it's about actually testing and tracking
  • Now of course some messages are better than others, but the beauty is in the eye of the beholder, so figure out what they want by actually seeing what they respond to
  • We will go over copywriting training later on, but for now, just craft your first two BASIC messages to test and add them to the template tracker above
  • Send 100 of each message type: whichever templates are working best use those and keep going through the process
  • Only be testing two templates at a time...whichever one wins moves onto the next round, rinse and repeat (current winner vs current test subject)
Pre-Call Emails

Template:
📬
Pre-Call Emails

📌
Use personal VIDEOS in the pre-call process as well. It increases show-up rates by a lot!
  • Pre-call emails are extremely important for a couple reasons:
    • They determine your no-show rate
    • They set expectations for the sales calls and give clear direction for the prospect to be prepared
  • A good pre-call email should include these things:
    • Personal introduction from the sales rep
    • Request the prospect to complete EASY, but important action items to show commitment towards the call (ask to write down their goals, have decision makers on the call, and look at a case study or some content)
    • Something to excite the prospect to join the call
    • Any logistics (Zoom video, expectations of being in a quiet professional environment, etc.)
    • Closing line and some links for them to do more research if they would like (case studies, content, etc.)
  • The last piece you should know about the pre-call email is that it can and should change over time! You will always track the no-show rates over a set period of calls and then make a change and see which one is working better. You just need small iterations and improvements over time.
Discovery Call Script

Template:
🗺️
Discovery Call Script

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Some companies do not need a 2 call closing strategy, if you don't need this - just use the main closing sales script. Your goal with this call is to gather information, pullout pain points, determine BANT (see below), and get them to move along to the next sales call. We want them to be warmed up, excited, and doing their homework on the company before the final call with a Closer. This script is essentially just the beginning part of the regular script, with some minor tweaks. Keep these short - 15-30 min MAX

How do you determine if a prospect is qualified? B.A.N.T = Budget, Authority, Need, Timeline.

Budget:

Do they have the budget to invest in your offer?

Authority:

Are they the final decision maker? Do they need a boss or a spouse's approval?

Need:

What pain points did they exhibit that show they NEED to change their situation?

Timeline:

Is this something that is feasible for them to take action on in the next 90 days? (or however long is a reasonable time for your offer)

Sales Script

Template:
📜
Sales Script

  • Needs to be WRITTEN and VALIDATED by the founders of the company first - you cannot outsource this part
  • On a good day, this script is meant to be used as a guideline on HOW to structure the flow of the call, of course, the call will go in certain directions but bring it back on track when needed
  • On a bad day, you can read straight off the script...like a robot, but with better tone
  • This script should be landing you around a 20% closing rate - if it's not, there need to be adjustments here or elsewhere in the system
  • Constantly revise and update this script - it's your best friend
  • Write down common objections (and best ways to handle them)
  • Write down the most common questions (and answers)
Pitch Deck (an optional component of the sales script)
  • This needs to be SIMPLE. I cannot repeat that enough. Complexity kills most deals.
  • This is meant to paint a picture for your prospect and share the story behind the results
  • You want this to trigger emotions, not get into the weeds of technical details at ALL
  • You are pitching to the persons 'Croc Brain' - it needs to be simple, new, exciting, and non-threatening
  • I've included 2 example pitch decks below - one to help you build your own, and one that references a real company so you can get some ideas
  • Click File → Make A Copy and then save the links to your own pitch decks right here in your notion template area for pitch decks.

Templated Pitch Deck:

(Inspired by the close CRM team pitch deck templates!)

Sample Company Pitch Deck For Reference:

Building Additional Team Trainings Internally

Template:
⚙️
Team Training Course Template

📌
Before creating additional training for your team - I suggest you wait until all of your systems and structure are set up from the modules down below
  • There need to be separate training curriculums to quickly get each new team member up to speed with their respective roles within your company.
  • Some of you may have training that already exists, some may outsource to another company, or some may not have anything at all. Regardless, we will help reconcile this and ensure that you have a centralized training location for your Sales Reps and Storytellers.
  • We have created the general training curriculum for each of these respective teams (sales reps + storytellers) and you will have those training courses for your teams; however, there are a few missing sections that each business owner should aim to create if they do not already have them (similar to creating the other assets above).
  • The main 3 training sub-sections that we suggest giving to any new team member are as follows:
    1. Company Culture (Ensuring any core values, FAQ's, or other info is relayed to the team member)
    2. Systems (training on the systems/tools your business currently utilizes)
    3. Product Training (understanding your offer in-depth)
  • We of course cannot create these for you as we do not have an in-depth understanding of your business, but we are more than happy to help assist in any way we can. If you're struggling to film quick little training videos let us know.

3. Systems & Structure

Overview Of The Outreach + Sales Process
  • Creating a flow diagram is very useful - you don't have to make your own if you don't want to, you can steal the one created here. But if you plan on adding new tools or additions, I suggest mapping one out so your entire team is on the same page!
  • The purpose of this is to define the process of what happens when you reach out to a lead to when that lead enters your eco-system...what does their lifecycle look like and what all systems and tools are involved?
  • Without clearly defining this, you won't be able to spot problem areas from an overhead view and you won't know if leads are being lost or not
  • This is helpful when explaining to your company or sales team what the lead experiences when they first come into contact
  • Structure breeds clarity, clarity breeds simplicity, and simplicity breeds results
G-Suite Setup (aka Google Workspace)
  1. Purchase domain name if you haven't already
  2. Create a Gsuite Admin Account
  3. Add an info@domain.com email account to be used as the overall external prospect facing email
    1. Optional: add other emails for support depending on the size of your company
    2. For some tools you will purchase, you will need an email to sign up. This can be your info@domain.com email if there will be a single log-in. Alternatively, each individual employee can sign-up for these tools with their own email if they each need a login.
  4. Create emails for your team members and structure your team's emails in the right way (firstname.lastname@domain.com)
  5. Use Google Drive for storage. You can list folders department by department or if you have a smaller business you can list them team by team
  6. Store important documents in Google Drive and organize them in Notion
Notion Structure & Capabilities

Notion Resources

In addition to the video above, check out this video on Notion Basics. Visually seeing how to use Notion is the best way to learn, and this will be an extremely important skill to master. In addition to the videos, I try to list some high-level concepts below:

Databases

  • Everything in notion is a database, this is very powerful
  • Every database is fully customizable with its own contextual views, format styles, properties, relations, and formulas
  • You can lock databases, limit editing of pages, and add or remove guests and views from people if needed...I recommend locking certain important databases and pages so they do not get messed up by new employees as they onboard

Hierarchy of Notion Elements

  1. Databases
  2. Pages
  3. Blocks
  4. Simple Text

Structuring your Notion Workspace

  • When thinking about how to structure your notion workspace, start with TEAMS...think what team pages do I need to have and what is vital for each of those teams
  • Start simple with Notion, learn it, then get advanced
    • I'm purposefully giving you the easiest and most simplified structures possible to start with. This is important because people in your company will need simplicity when they are first introduced anyway
  • Your imagination is what allows you to structure your information and data in the way you BEST can use it...there's no "right way", but there are "better ways"
  • Key principle: centralize data, create contextual views of that data
  • All a software system is, is a bunch of databases with scripts to automate what to do WITH that data

Template

I've made things easy for you by providing all of the Nadabot Operating System Assets you'll need and you can customize your Workspace from this foundation.

⚙️
Nadabot Operating System Assets (Entire Workspace)
Loom Setup (Video sending platform)
  • Sign up for Loom
  • Alternatives: Videoask, Vidyard, BombBomb, CoVideo
  • Loom is the cheapest and easiest to get started with. It has the least amount of friction and is what I'll provide training on; however, as you get comfortable with the process you can experiment with different tools. Some of the alternatives have nicer features and better data reporting, but if you want the most cost-effective, fast implementation speed, and ease of use...go with Loom.
  • Loom is also best used for screen sharing purposes and is what I used to build this training AND any other training I do for my team. It also integrates beautifully with Notion.
Zoom Setup
  • Sign up for Zoom (paid version is needed for 45min+ calls. You will need the paid version for you sales team at least and anyone else who's running meetings.
  • Go To Settings → Meeting
    • Meeting room ON: allows the host to admit people to meet when they are ready (no surprise entries)
    • Meeting passcode: I prefer off (less friction)
    • Start meetings with host and participant video turned off (you can both turn it on if you would like)
      • On sales calls you can have yours off IF they have theirs off, don't have yours off when theirs is on...I prefer having it on, but ensure professional environment and appearance if planning on doing video.
    • Allow Screen Sharing for all participants
    • Allow removed participants to rejoin (turn this on)...if you need to remove someone who's lagging or bugging out
    • Leave the rest as default - unless you specifically see something you want
    • Go To Settings → Recordings
      • IF you have a sales team and these are sales calls Enable Automatic Recordings upon the call starts
      • Also enable consent notification to the client
      • According to the FTC you MUST record all sales calls and store them for 90 days (double check this regulation for updates and changes). The easiest way to do this is to force your sales team to have this setting turned on and have all calls be recorded to the CLOUD on zoom. If you can't pay for space - have them record them locally to computer and upload immediately to Google Drive.
      • It is also a good idea to just record regular meetings as well so nothing gets missed. If you run out of space cloud recording, delete things past 90 days or irrelevant meetings, otherwise, store on Google Drive.
Calendly Setup
  • We use Calendly to schedule all appointments and meetings. This tool is a lifesaver and timesaver. In most circumstances, you will be using Calendly to book.
  • Set up a team account so you can prepare for multiple salespeople
  • You will want to set up TEAM and PERSONAL booking links for certain situations
  • You really don't need to collect questions and data here on calendly if you collect it elsewhere using forms
  • 15-30 Minute Slot (Discovery calls)
    • This is used for taking discovery calls and introductory business calls with prospects
  • 30-45 Minute Slot (Demo/Strategy Session/Sales Call)
    • This is used for conducting entire end-to-end closing sales calls or demos. Booking 30-60 minutes on you or your sales reps calendar and having a no-show means that a lot of time is eaten, this is why preventing no-shows and having a plan for them is important
    • Most closing calls take longer than you think, putting a buffer time of 10-15 minutes between calls is wise
    • If you are ever on the phone and about to close someone, but have another appointment coming up, YOU CLOSE THE ONE YOU ARE ON FIRST, figure out the other one later. (If it's not going to be a sale you can of course speed it up and get on to the next one).
    • If needed, you can redirect them to a thank you page for tracking purposes
    • You can set your schedule inside calendly OR by blocking time OFF on your personal calendar
    • The best way to run Calendly with a team is to let them control their own calendars via Google Calendar and you just open the booking window to be as open as you'd like
    • If you are setting priorities for salespeople, make sure to set reminders to update them
  • Settings
    • 1-hour text reminders to the prospect and 1 email confirmation (keep in mind you send your own templated pre-call email as well, you don't want to bombard them and seem over needy).
    • 10-15 minute buffers for long sales calls
  • Integrations
    • Link up your zoom account and add it to your call location
    • Link up any and all email account calendars that are relevant
  • Cancelations
    • If someone isn’t a fit and they’ve booked a time on your calendar, make sure to cancel them ASAP. This frees up time for a more money-making call.
Slack

General Info

  • Slack will be used for ALL internal communications and reminders
  • Set the standard for your company that you DO NOT email for people inside the company, you use Slack. You EMAIL people outside the company.
  • You can automate a lot of workflows in Slack using Zapier (or automate.io or integromat)
  • You can set auto-reminders for yourself and your team here (from Slackbot)
  • Slack-connect will allow you to loop in another company's slack members if you are outsourcing a project and need some quick direct communications with them

Channel Set Up

  • Team channels
    • Sales
    • Marketing
    • Finance
    • HR
    • Tech
    • Etc... (whatever teams you have)
  • Overall company channels
    • General (company updates)
    • Specific Product
    • New Clients
    • Billing
  • Automation channels
    • new-client-{product}
    • sales-call-booking
    • discovery-call-booking
    • new-lead-{product}

Automation

  • Application Form → CRM → New Lead channel
  • Calendly → sales call booking channel
  • Calendly → discovery call booking channel
  • Contract signed → new client channel → auto onboarding email sent (& access to product)
Form Submissions (Typeform)
📌
You will use Typeform to create forms such as job applications and lead qualifications. If you already use another form of software, no biggie, just create a new form there and add the right questions.
  1. Sign Up For a Typeform account (you can use jotform.com as well if preferred)
  2. Create a blank form - use one question per card form style
  3. Create your first form using the templates + questions template:
    🗃️
    Lead Applications (Qualification Forms)
  4. Here is my example form: https://nadabot.io/apply

    Here is my example form: https://nadabot.io/storyteller

  5. You can create a redirect after a submission (Ex. Typeform that routes to the calendar booking page if a lead is qualified) You can also create paths and redirect to a separate page if disqualified (preferably back to free content of yours)
  6. If using a typeform on a Notion page (which I suggest)...you simply type "/ typeform" and then drop the link 😎
Payment Processing
  • Sign up for Stripe
  • Sign up for a business account with Paypal
  • You will need your EIN number, SSN, your business bank account routing and account number, and I would suggest a business email
  • The best tip I've ever heard in business is to REMOVE all friction from allowing someone to give you their money
  • Stripe is preferred - you can add clients, add products, make recurring payments if needed, take payments over the phone, and send invoices, etc.
    • They even have stripe payment links now that are easy one-page links you can use or send to clients.
  • For paypal, set up a paypal.me link... you can type paypal.me/yourname/amountowed$$$ This gives you an instant invoice you can send to get paid in SECONDS to remove friction
  • When collecting payments - take down ALL information (addresses, etc.) for the merchant processor, it lowers the merchant transaction fee in some cases because it lowers the risk of fraud
  • If your product is a high ticket and you want to avoid chargebacks, ensure you have all of your contracts, sales calls recorded, signatures, full addresses, and proof of services delivered. Too many chargebacks (only a couple percent even) on stripe and I've heard stories of freezes being put on your account and you being unable to get the money or use it any longer. So do business properly and always record all documentation.
  • Lastly, you do NOT want chargebacks - you can win them if you have all the proof but usually, it goes to the customer, and refunding would've been a better option so you didn't hurt your ability to collect future payments. Handle those situations with care.
LinkedIn Profile Setup
💡
Post like CRAZY on LinkedIn, the organic reach is amazing and there's such boring content on there. You will drum up a ton of leads and conversations just by posting interesting content around what you do.
WARNING: LinkedIn is constantly changing its policies. Do NOT spam people, use automation tools that are illegal, or do anything to hurt your profile. I believe the limit is 100 connection requests per week now. This is another reason why having a team of storytellers doing NON-automated work is so crucial nowadays. Once a connection request invite reaches 3-weeks old REMOVE and CANCEL the pending invites so your account stays under the 2,000 max connection request limit. LinkedIn will put you in LinkedIn time-out if you seem like too much of a bot. Don't be a bot.

Setting up your profile

Positioning

Before beginning any outreach strategy, make sure your profile is optimized.

This is called positioning and is usually the biggest factor for conversions, other than the messages themselves.

💡 Improvements to your positioning can literally multiply your downstream conversions to conversations, calls, and sales.

The reason why positioning is so important is that, when connections see you as an authority in whatever solution you offer, they are more likely to want to engage with you, including discuss their specific business challenges.

When you lack positioning, you're just another LinkedIn player who is trying to get sales, and only those who are completely desperate for help, or fairly new to LinkedIn, are likely to give you the time of day.

Profile Optimization

Profile optimization is not exactly the same as positioning, it's more of how you make your profile reflect your positioning.

There are many things you can do, but start by focusing on these key areas:

  • Make sure your profile photo is professional, and shows a close-up of your face, preferable head-on, looking into the camera, and either smiling or showing understated authority. Don't wear sunglasses. When your eyes and face are clear, this increases trust.
  • Choose a cover photo that shows understated authority. Social proof is best, such as you speaking in front of an audience or group. Barring that, it should be professional, and not too "salesy" or like a billboard. Avoid a lot of links and text, although including your brand logo is fine.
  • Your headline is the single most valuable copy on your profile! It's so important, that I'll elaborate on it further below in its own section. You'll probably spend more time creatively here than almost any other copy.
  • Other than the headline, your summary is extremely important copy, especially the first few lines that appear "above the fold," and your summary should quickly draw prospective buyers into your personal brand and story. I'll also elaborate further below.
  • Make sure your position summary for any current and past positions concisely reflects what you do for the business, how and why
  • Don't add old, unimpressive jobs on your LinkedIn - people take an AVERAGE of your achievements, so only list the best ones
  • Treat your page like a funnel to your actual landing page and funnel
  • If you make an amazing piece of content that gets a lot of likes - highlight it on your page
  • To increase social proof and trust, be sure to give and receive recent recommendations from clients, partners, collaborators, and employers.
  • Be sure to disable the sidebar section where LinkedIn shows similar profiles to your own, so leads won't jump off your profile. You can disable this in settings.
Your Profile Headline

As mentioned, your profile headline is the single most important copy of real estate on your profile, other than your name and photo.

The reason is, wherever LinkedIn users find you on the platform, they will see a part, or all, of your headline, before any other content.

To see what I mean, browse the platform and notice what other people's headlines say, and which ones stand out more.

You have a limited number of characters for your headline, so use them wisely, and use them all!

Just like any text copy, the more powerful and specific the language used, the more it will resonate with the target audience.

Here's an example headline for LinkedIn if you're a storyteller:

Connector of people through REAL human interaction

Your storytellers can add themselves as employed by XYZ company and list this

Storyteller (Outreach Specialist) at (XYZ Company).

Automation Tools Overview
  • We recommend learning to use an API integration tool that allows you to create custom workflows and automation within your business
  • If you need help setting one of these up - please come to office hours and ask for some ideas or assistance!
  • There are several tools that do this. Here is a good starter list:
  • These tools are extremely helpful for patching different online software and tools together to allow data to flow seamlessly from one tool to another
  • Spend time learning one of these no-code automation tools. Outside of this, it's a skill set that again, will pay dividends into the future. People pay big money to have someone come into their business and automate things. You can literally do it with the click of a few buttons once you learn this
Good starter automation ideas
  • Automating your data from your leads application form into your CRM system
  • Automating applications from storytellers into your storyteller database
  • Automating emails being sent from a storyteller outreach tracker inside notion
  • Automating a new call booking to update the leads opportunity status to "call booked" once confirmed on calendar-booking app
  • Automating your new call bookings into slack
  • Once a contract is completed, zap their email into the new-client-channel on slack
  • Sending an onboarding email once a new clients email is sent into the new-client-channel on slack
  • Automating in payment information from stripe if you want the team to see the notifications come through
  • Auto-onboarding new clients into online products or services by granting access upon a contract being signed

4. Lead Generation Using Storytellers

Overview of lead generation as a whole (Why Storytellers?)
📈
My goal with this program is to show you guys how to create a PREDICTABLE source of revenue. Not how to throw money at ads and hope it works. With that said we will have a major focus on building out the RIGHT direct outreach strategy.

4 Ways To Generate Leads

  1. Direct Outreach
    • Free + Targeted (hunting method)
  2. Organic / Content Creation (word of mouth)
    • Free + Broad (baiting method)
  3. Paid Advertising
    • Costly + Broad (baiting method)
  4. Channel Partners (Influencer Marketing)
    • Costly + Less Broad (baiting method)

Which Method Should I Use?

  • Short Answer: start with building a direct outreach team (STORYTELLERS).
  • Ideally, down the road, you would have a combination running of all these different types of strategies
  • When starting off, you need to focus on ONLY one method at a time and build each strategy out until they are working (it takes time so you only start with ONE)
  • Determining which method to start with is easy. Almost always start with direct outreach, because it is free and targeted. The ONLY exception to this rule is if your offer is so low-ticket (under $50-$100) that it's too costly for your time to be wasted on the outreach here and you understand paid ads VERY well.
    • And even then I would suggest starting with direct outreach to prove people are interested and to convince channel partners to work with you by giving them a cut of your sales.
  • Predictable revenue comes from having a team that does direct outreach extremely well and puts the SAME effort and energy in over periods of time. If you can figure this part out, you'll be in business for a long time.
  • Paid ads and channel partners can help you scale quickly, but these are to be used AFTER you have nailed down your product-market fit, your branding, your case studies, your copywriting skills, and so on. Otherwise, you will waste lots of money and spend tons of time on the wrong activities.
  • We teach people how to FIRST create an effective team of Storytellers (also known as SDRs; Sales development representatives | or BDRs; Business development representatives). We do this because it's the most sustainable, authentic, long-term solution for generating leads and growing a company.

Problems with most current direct outreach teams

  • Smaller businesses can't afford to pay full-time salaries for an SDR or "lead generation" role, let alone salary a full team of them
  • The alternative is to try and convince these folks to work on commission - the problem with that is they aren't the ones who "close" the deal, so the commission is out of their control and most people aren't willing to do this type of work for long
  • The other option becomes trying to force your closing role salespeople to generate the leads (end-to-end deals) which never works out well and requires more than commission only once again.
  • Lastly, even if they can afford to salary these positions, they still don't know how to properly measure their output so they require wild metrics around "how many interactions go out per day" which slaughters the quality and doesn't produce results.

Why Storyteller teams are different than other direct outreach teams

image
  • Storyteller teams are experts at connecting with people, telling stories, and persuading them to take action via a short video message
  • They make hyper-personalized video messages (1:1) directly to your target prospect after having done their research and due diligence. So instead of burning through your best lead list with terrible automated messaging, you are putting quality outreach into each and every person.
  • With a storyteller team, you can directly quantify the amount of output they are producing as well as review the quality of the videos they make and the conversions taking place. This allows you to easily evaluate the "Price" or "Worth" of a storyteller's work.
    • For example: if I want to pay $3 for every personal video sent, I can confidently do that. I mean imagine 1000 FULLY personalized videos being sent for $3,000 directly to your ideal clients on your behalf. Starts to look like a really smart and predictable paid advertising campaign at that point, but all controlled by YOU - not some platform.
  • By aligning the right incentive structures, proper training + management, quality lead lists, and the most personal method of outreach... you have now created a system for predictable lead flow ——> which should then turn into predictable revenue once you have your team of closers ramped up.
  • This is why we harp on product-market fit and force people through those exercises before getting to this stage because now you just need to build a team and start letting the system run its course!

Outbound Prospecting 101
Overview Of Prospecting
  1. The Most Valuable Business Skill Is Prospecting
    • If you can’t do outbound prospecting, you can't be a self-reliant person.
      • Self Reliant people go after more opportunities, hit more video messages, hit more follow-ups, have more conversations, make more offers than anyone else
    • If you stop prospecting, you die (a.k.a go be a sheep and take orders from someone)
    • Never stop prospecting
  2. Prospecting Before Closing
    • We teach prospecting before closing because it’s necessary to be able to fill your pipeline in ANY endeavor of business. If you are just a closer - you are missing a crucial skill.
    • Closing will get you paid now, prospecting will make you money for a lifetime.
  3. The Death Spiral
    • Stops prospecting and 30 days later, the pipeline dies up. Rep or business owner thinks that the dry pipeline is a result of current activities and loses all motivation, quits, dies poor. LAW OF COMPOUNDING INTEREST.
    • Avoid death spiral at all costs by constantly prospecting. Make it your most disciplined activity everyday. DO IT FIRST THING. Before working out.
    • If you hit 3-5 new video messages every day, you will never enter a death spiral.
    • Examples of Death Spiral
      • Goes on a 2-week vacation, comes back to dry pipeline, can’t catch up and make income, quits.
  4. Eating Dirt
    • Prospecting is like eating dirt. It’s not supposed to be fun. Just do it for a few years and you will reap insane incredible results. No one said it would be easy, but it is rewarding.
  5. No One Ever Lost A Deal For Being Too Persistent
    • The good prospects (people who have money and value) have too much going on, so they forget and are grateful for your follow-ups, the poor people have nothing but time, so they get upset enough to get annoyed.
  6. Highly Personalized Messaging vs Mass Messaging
    • Mass messaging and automation have KILLED this area for a lot of businesses
    • The days of LinkedIn automation and scraping email lists and sending 1000s a day are done. I mean do they work? sometimes, out of 1000 messages you may get 2-3 replies. But you kill your domain authority, waste lead lists, waste time and money on BS systems, and get no real results. I have a different method.
    • Tools change, principles do not:
      • Identify the right prospects
      • Finding out where and how they can be reached
      • Utilizing the right platforms for outreach
      • Coming across as a professional that's highly successful
      • Crafting messages / videos that will entice responses
      • Getting people to actually speak to you & book calls once they respond
      • Tracking your messaging and split-testing
      • Finding what is working and scaling it up
Death by complexity
  • LinkedIn Automation: ULINC, MeetAlfred
  • Email Scraping: too many tools to count
  • LinkedIn Email Scraping: Leadleaper, scrab.io
  • Buying Lead Lists or Databases: Zoominfo, Findthatlead
  • Automated email senders: Woodpecker, etc.
  • Social media automation tools: too many to count
  • Autodialers, auto voicemail drops, cold calling agencies
  • Automated video messaging tools
  • Virtual Assistants sending mass emails and messages on your behalf

It is a full-time job managing all of these different tools for outreach, it's expensive, and it doesn't work effectively anymore because everyone does it. You also will have a HARD time scaling and managing a team by trying to teach them all of these different tools. Complexity creates confusion which kills results on any team.

A better use for buying lead lists is actually for inputting them into a storyteller outreach campaign or using the list for a paid ad campaign as a custom audience. But besides these two options, the strategy will ALWAYS stay the same. REAL CONNECTIONS GET REAL RESULTS and you scale REAL CONNECTIONS by hiring and incentivizing GOOD people on your team.

You scale a people game with people, not robots.

BLOCK OUT THE NOISE - The real way to do outreach

Here is a SIMPLE 5 step process to successfully do outreach

  1. Identify your target (use the product-market fit exercises we did earlier and determine the niche and ideal client profile)
  2. Find EXACTLY where your target lives online (most likely they're on LinkedIn or can be found on Uplead or any lead scraping tool)
  3. Everyone who you're able to send messages to (depending on the platform) or anyone who is connecting back - Send 10-30 personal messages a day with whatever templated message has been getting you the most responses from your split-testing. The first message should ALWAYS be highly personalized and intrigue them to respond. We do this specifically so we don't waste time on a person who will not engage with us back. Use a message like this:
  4. "Hey {name}! I stumbled across your {source you found them}...I saw that you were {something interesting about them}, so I figured I'd reach out. I actually had a quick question for you, but not sure if it even makes sense to chat...message me back and we can see"

  5. Once the target replies back to your initial message, you know you have them on the hook and that they WILL see your next message. Now is when you send them a HIGHLY personalized and custom video message using our video outreach script. This is where you will use story-telling and your charm to get them to book their call with you or to tell you they are not interested. SEND 3-5 of these videos EVERY SINGLE DAY and your life will change. If you don't have 3 or more "responses" to send the videos to, simply send them to cold people. When you train your storyteller team - a lot of them will be sending the videos cold to emails and LinkedIn profiles. The amount of energy and effort you put in here will determine your initial success. This type of work actually compounds, unlike spam automation.
  6. Confirm Call Bookings. After you send a video message there may be a follow-up or two needed to get them officially booked. Otherwise, they will book immediately after watching the video by using your booking link. If you took the time to make someone a video - follow up a few times to get them to watch it at least. Once they watch it or respond, you can let them go. Now simply repeat this process EVERY day and you will crush it.

Once you nail this process down on your own, you will understand exactly what your team of Storytellers can and should be doing on a daily basis.

The key with outreach is to SCALE highly personalized one-on-one conversations, not scale the number of poor messages and automation you are spamming people with. This is what 99% of people get wrong. You scale outreach with dedicated PEOPLE having REAL connections and conversations. People > Technology here.

Nadabot's Omni-channel Outreach Software

Omni-channel Outreach Platform Demo

How to connect your email via SMTP

Copywriting For The Software

Example message to a targeted lead list

Hey {{FirstName}},

PERSONAL LINE #1 (Why you're reaching out to THEM specifically and HOW you can help - this will immediately get the people not interested to tell you no, which is a good thing) 👇

Example: I help electronics manufacturing companies integrate virtual selling strategies (namely hyper-personalized video outreach) across their sales organization.

Copy you put on every message for video outreach campaigns 👇

I'm actually a little curious about something and honestly, I don't even know if it makes sense to chat.

Would you mind if I sent you over a little personal video I made for you explaining further? (Rest assured, it's FULLY custom to just you)

Then, you can decide whether or not it makes sense for us to talk!

If you are going to leave a sign-off, I always like this one 👇

Thanks in advance,

Your Name

Campaign Sequences

Example Campaign Sequences

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How To Use Sales Navigator (on LinkedIn)
  • Difference in Sales Navigator Plans
    • Recommend using Professional ($79.99)
  • How to Filter your Search
    • Top right, click “advanced search”
  • Boolean Search
    • Combination of AND/OR/NOT that gives you an unfair advantage over your competition.
    • Prevents you from having to create thousands of separate searches.
    • Prevents you from messaging the wrong types of leads.
    • Typically used in the “title” field of the search.
    • Examples:
      • ((“Real Estate Agent” OR “Real Estate Broker” OR “Real Estate Associate”) NOT “Commercial”)
        • Any of Real Estate Agent/Broker/Associate but not in the commercial space.
      • (“Real Estate Broker” AND “Commercial”)
        • Real Estate Broker and in the commercial space.
      • ((“MD” OR “Doctor” OR “Dr.” OR “Medical Doctor” OR “Physician” OR “Chiropractor”) NOT “Psychologist”)
        • Find multiple people in the medical field, but not a psychologist
  • Keywords
    • Don’t make the mistake of putting the “title” (e.g. doctor) of the person you’re targeting in the keyword field. This will return too many results (e.g. if someone just posted about doctors, but isn’t actually a doctor).
    • Rarely use the keyword filter for searching.
    • Keywords are only useful if you’re trying to filter on something someone is interested in
      • Example: keyword (Tesla), for doctors who like Teslas
  • Other Custom Fields
    • Not a huge fan of using industry because many people mismark or don’t put any industry
  • Roles and Tenure Filters
    • These filters help you reach the decision makers
    • Seniority Level
      • Four to look at:
        • CXO
        • Director
        • Owner
        • Partner
    • Years in current position/years of experience
      • More years of experience is often a better indicator of a successful business which can afford your service
  • Title
    • Set to “current”
    • Tip: type your boolean functions in a separate document because if there’s a syntax error, you can go back and copy paste it and retry. LinkedIn will delete the whole search entry if there’s a syntax error.
    • Bonus: You can filter on people who posted on LinkedIn the past 30 days (because they are active on LinkedIn)
How To Search & Buy Effective Lead Lists (Uplead)
📌
Here's a demo on how to use the Uplead Platform to purchase lead lists
  • I recommend using Uplead to purchase lists of verified leads to send videos to
  • I personally have the $199 paid plan and just buy extra credits (leads) when I need more at $.50 per lead
  • Your storytellers can then send the video messages over LinkedIn + Email for a better chance of them getting viewed
  • To make things easier on your team - I recommend having the primary business owners or high up leaders in the business SEARCH and PULL the lead lists FOR the storytellers. They will know the business much better and have the best idea of who the ideal prospect to reach out to will be.
  • Removing friction from your storytellers sending videos will allow them to create more videos and focus on what they do best: booking calls.
  • On top of all that, by pulling the lead lists yourself (or having the higher-up sales manager or leadership team member pull them), you will be able to effectively manage the campaign and understand which search results/lead lists are working and which are not
  • Sidenote: we prefer this platform over alternatives on the market like (Zoominfo) because you can pay monthly, get credits when you need them, and have real-time verified emails and Linkedin profiles.
Creating A COMPLETELY COLD Outreach Tracker For Your Team
📤
Storyteller Outreach Tracker
  • Storytellers will need to track who they're reaching out to in order to manage their work.
  • The template above can be used as a starting point for how your storytellers track their outreach.
  • We take our PAID lead lists from uplead.com or we scrape them from LinkedIn Sales Navigator using a tool like https://phantombuster.com/ and we import them into our outreach tracker so that our storytellers simply have to go to the outreach tracker and start claiming leads and filming videos.
    • I have an automation set up inside of zapier that anytime I export a lead list from uplead - it automatically updates my outreach tracker with ALL of the lead's information.
  • Some of the key areas to track:
    • Must-haves
      • Name of the person contacted
      • Loom Link
      • Date the video was sent
      • Social Media Profile(s)
        • Preferably LinkedIn as this gives you a lot of the relevant information on the person
      • Contact Info
        • Add columns for various channels you would use to get in touch with them. For now in the template, I've included Email and Phone Number
      • Storyteller Assigned (who reached out to them?)
      • Stage
      • Response
    • Nice-to-haves
      • Demographic info (e.g. location)
      • Company Info
  • I've included a comprehensive list of columns; however, feel free to modify as you see fit.
  • Storytellers should track all of their outreach to help you:
    • Analyze data to see which types of people are showing the most interest
    • Track the amount of work storytellers are doing
    • Perform quality audits
Tracking And Results For Storyteller Campaigns

Managing The Video Outreach Campaigns

  1. Who is the lead list we are targeting (what are the search criteria for these prospects / who are they) - make sure you have this identified somewhere. I recommend just typing the criteria into your outreach tracker under the "campaign" category.
  2. Are the videos being sent out to this list on (are they storytellers doing the raw work)
  3. Are the videos passing quality control / are they following the training provided to them and making quality videos that connect
  4. Example Quality Control Standards

    Are you doing the work?

    1. Were the required number of videos per day completed and sent?
    2. Did they all fit around the 2-minute time length?

    Are the videos passing quality control?

    1. Daily Random video audit:
      • Did they have professional video, audio, environment?
      • Did they tell a story and connect personally?
      • Did they have good energy, a proper pitch, and a good call to action / pass off?
      • Must answer this question for the video to grade ultimate pass or fail: Would we be comfortable showcasing this video to the team as an example to follow? If not...we need to continue improving.
  5. Are the videos being viewed & followed up with? (What's the viewing rate)
  6. Are you getting bookings onto your sales team's calendar (converting the sales is a different process)

How to Get Video Engagement Metrics Using Loom

  • Loom has a data export feature that can be used to track the metrics around video views, CTA clicks, videos sent, etc. for storytellers.
  • Storytellers will always save their videos into folders based on clients. This means that when a new client is acquired by your company, a Loom Folder in the Team Library must be created before Storytellers can begin recording their videos for that client.
    • This can simply be done by clicking "New Folder" on the right in the Team Library. Folders should be named according to the client.
    • image
  • On a set cadence (ex. daily, weekly - whatever works for you), you should manually export the Loom Engagement Insight Data for review. This can be found under "Settings", "Workspace", "Engagement". Note: you'll need to be an Admin in Loom to do this.
  • Once the CSV file has been downloaded, you can replace the current data in the "Raw Data" tab of the spreadsheet below, and you'll see your data in the other tabs. First, go to file then "make a copy" in order to edit the spreadsheet.

5. Scaling A Storyteller Team (Generate Leads)

Differences Between Closing & Outreach

General Info:

  • If you have the ability, you want to separate your inbound closing role salespeople from your outbound lead generation sales development representatives or (Storytellers) in our case.
  • The skillset between closing and outreach is COMPLETELY different. Closers are usually terrible at outreach and people who are great at outreach are usually terrible at closing. You can sometimes find someone who has the full package and can swing end to end deals but they are not the norm
  • The reason they are usually good at one and bad at another is that the sheer amount of time and energy required to be good at both is just too high for most people. If you are on sales calls all day long and focused on converting, you definitely aren't focused on doing outreach and filling your pipeline...vice versa.
  • Both of these roles are CRUCIAL to your company. If you want a half-assed attempt on both ends, you can have people do both. But if you want laser focus clarity and direction, put your people into one bucket or the other. If you are worried about the cost and can't afford to have multiple roles, continue through the training.
  • Your training and expectations for each of these roles is going to be entirely different
  • Closers will ALWAYS slack on outreach no matter what, and outreach is too important to the business to be slacked on
  • If you want to generate predictable revenue, you can't rely on paid ads. What you can rely on is a team of dedicated individuals who consistently go out and put in the effort required to bring in new leads...those are your storytellers.

Closers (inbound sales team):

  • Responsible for getting on the final leg sales calls and closing deals
  • Take all inbound appointments from outreach, ads, referrals, etc.
  • Focused on converting high priority leads and red zone targets
  • Specialize in the art of persuasion and overcoming objections
  • Review their sales calls and make improvements to their game regularly
  • Their sole responsibility is to get the kill, they provide the lifeblood of the business and it takes a focused effort to be done well
  • They nurture and follow up with relationships to ensure they bring in as much cash as possible and are compensated according to their results

Storytellers → SDR's (outbound sales team):

  • Responsible for doing outreach for the company and drumming up new leads
  • They go find ice-cold leads, introduce them to what the offer is, and get them booked for the sales reps.
  • They track their numbers religiously and develop good habits of consistent outbound work that compounds overtime for them
  • They are responsible for creating opportunities out of thin air and making magic happen at the start
  • They have a knack for being able to put their head down and work without needing much of the socialization side of things
  • They are constantly trying to find the sweet spot in the market and figure out which messages resonate with which ideal client profiles
  • They get compensated for their results as well as for their efforts
  • They need to be assassin storytellers which is what we train
Storyteller Compensation Structure
📌
When marketing the job of becoming a storyteller - explain that it's usually PART-TIME or a side hustle. It's rare to find someone who can even handle or wants to send personal videos ALL day long. You also don't want the quality of the video to suffer from fatigue and monotony.

Compensation Structures That Work

  1. Pay Per Video Sent + Per Booking (We do $3 per video sent & $10 if it's booking)
    • To further incentivize you could say $100 every 10 bookings and make it a cliff that resets monthly → this sometimes forces people to aim for that 10/month metric harder.
    • In this model - we start each storyteller out by being allowed to send 5 videos per day. If they are performing and getting bookings, we remove the cap. Otherwise, we don't want to waste money having someone send unlimited videos if they aren't performing. Starting with 5 a day is a good baseline. (5/day M-F = 100 videos sent per month from that storyteller and $300 minimum payout to them for about <1 hour of work per day).
    • This is more of a side hustle strategy for them so you have to be willing to work around their schedule. Make sure you have good processes in place to make it simple for them AND brief meeting times to be courteous when you do check-ins.
  2. Pay a set part-time salary for the WORK they are required to do (Ex. $1000/mo for 15 videos a day + bonus $ on every booking)
    • This will usually create a little bit more commitment on their end, but you have to ensure they understand that you are still requiring a set amount of work (videos sent) to be done each day.
    • Side Note: we use https://gusto.com/ for our payroll solution and we track each video sent inside our video outreach tracker in notion using filtered views. You can also track the videos sent inside of your video sending platform (Ex. Loom).
Storyteller Hiring Funnel (Hiring VSL)

Template:
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Templated Hiring Funnel For Storytellers (Video Outreach Specialists)

Components of the hiring funnel

  • The hiring page (template is above) is where you will be sending all of your applicants to
  • The hiring page consists of all the information the applicant will need to apply
    • A quick section explaining the compensation + enticing them to continue through the process
    • A video explaining the role and opportunity (you can use our universal hiring video or make your own)
    • An application form with questions and a request for a video submission by them
  • You will create public job postings on various sites that link back to your hiring page. Here is the template for job postings
    🏢
    Storyteller Job Posting Template
  • Now you redirect all your traffic back to your public hiring page and you start interviewing the applicants 😎

All Resources

Nadabot's Current Hiring Funnel For Reference

Universal Hiring Slide Deck (Applicable To Any Company)

Hiring For Storytellers.pdf8895.2KB

Universal Hiring Video (Applicable To Any Company)

Nadabot's Typeform Application Template

Universal Video Submission Request (For The Applicants) - in the application process

Nadabot's Copyable Hiring Slide Deck

📌
If you want to make your own hiring PowerPoint + video! Click File → Make A Copy
Storyteller Application + Weed Out Process
List of application questions
  • Full Name
  • Email
  • Phone Number
  • Are you able to work on a part-time basis and stay afloat? ***
  • Are you located in the United States (and do you speak fluent English)? ***
  • How much time can you commit per day?
  • Are you able to commit to team meetings at set times throughout the week? ***
  • Do you have a good computer, webcam, working mic, and good internet access? ***
  • Do you have any sort of experience being on camera or making videos of any sort?
  • Are you willing and able to create short form videos of yourself to connect with other people online in order to book calls? ***
  • How much are you looking to make per month?
  • If applicable - please list any daily disciplined activities you NEVER miss on?
  • Briefly list any outreach/prospecting experience you have
  • Tell us a little story about something random in your life
  • What are you into outside of work? List some cool random stuff about yourself
  • (Optional) Upload your resume here if you have one
  • Where are you located (city, state, timezone)?
  • List why you feel you are a good fit being a storyteller here, how will you contribute to the team?
  • The final piece of our vetting process is for you to make a QUICK 2-minute video of sample outreach to us.
    • Link these instructions in this question so they know how to make the video:
    • Instruction Video

Weed-Out Criteria

  • Questions with *** indicate a qualifying question. If candidates do not meet the basic criteria from these questions, then they are not suitable for the role. Set up your type form with conditional logic so that it will re-direct applicants to a polite rejection message if they do not meet the basic qualifications.
  • Here's a map detailing the logic. Questions routing to the left indicate a rejection.
  • image
Job Postings + Applicant Flow
🏢
Storyteller Job Posting Template
🤝
Employee Hiring Database

Job Postings

  • Storytelling is an attractive job - advertise it that way! Some of the perks include:
    • Flexible Hours (you set your own on schedule)
    • Remote Work
    • Career Development
    • Opportunity to Build Sales Experience and Communication Skills
  • Create job postings on as many websites as you can:
    • LinkedIn Free + Paid Job Posting (+ advertise to your network)
    • Handshake (great for reaching college students)
    • Indeed
    • Upwork
    • Fiverr
    • Monster

Applicant Flow

  • Once applicants start to flow in I suggest sorting them into a database internally using the template above
    • Alternatively, you can sift through the typeform responses and request interviews from there
  • You can set up an automation to pull the applications directly from typeform into the notion database we provided above. This way you can begin automating the interview and selection process!
  • Check the application responses and judge if you want to invite them to interview based on the sample video they create for you!
    • Don't be overly harsh here - If they have good energy, a good on-camera presence, and you think they can improve, it's likely worth giving them a shot as long as they are hungry!
Interview + Selection Process
  • I recommend doing large group interviews and allowing them to sign up via a group calendly event type (or whatever calendar platform you use) and running the interview over zoom. Remember this is a remote role. We allow for 2 sign-up slots per week!
  • Here's the link we use: https://calendly.com/nadabot-leadership-team/storyteller-group-hiring-interview
  • Since you already have explained the role, weeded out the bad applicants, AND get to see a sample video of them before inviting them to hop on a group interview... it should be pretty easy to know who is going to be a good fit
  • If they even made it to the interview they are likely worth giving a shot.
  • During the interview, we suggest focusing on 5 things:
    1. Availability & Time Commitment (can they do this sustainability and fit it in their schedule?)
      • Can they commit to 2 (30 minute) team meetings per week
      • Can they commit to 5 videos per day
    2. What do they do in life that's DISCIPLINED & CONSISTENT over long periods of time (working out, progressing toward a goal, habits/routines)
    3. Why do they want to do this type of work (is it because they need extra money, love remote work, want to learn a new skill, are saving money for a specific goal)
    4. What do they want to do outside of WORK and how can you support their real dreams and ambitions
      • Explaining that you understand this is a part-time gig or side hustle and that you want to support them any way you can
    5. Answering any questions or concerns they may have
  • Once you complete the group interview I suggest making offers offline and not in front of other candidates (if not everyone on the call is selected).
  • Here is the storyteller contractor agreement we currently use:
  • Storyteller Agreement - revised template.pdf129.2KB
Training The Storyteller Team
🚀
NOS - Storyteller Training
  • The beautiful part about our program is that we have all of the Storyteller video outreach training already built for your team to go through. They will be trained assassins in how to send a compelling hyper-personal video that resonates. You're welcome 😎
    • Additionally - if you already have a team in place and would like them to begin sending video messages as part of their workflow, this training can be given to them as well to get them ramped up immediately!
  • As we have previously stated, it's important that your team understands your company culture & values, the systems you use internally, and important information related to your product offering and prospective clients.
  • I recommend creating some training around these areas so they understand any missing components that are not already in our pre-built training modules.
  • They need to have nailed down EXACTLY what they are pitching on their video messages and why. You can create a quick video explaining the exercise from earlier and how they can present your "Big Claim" to the prospect to persuade them to book a call.
  • Ongoing training, progress, and regular updates should be held during team meetings
  • After you finish this training - you should go through the storyteller training as well to improve your own video outreach and storytelling!
Side Note: If we ever update the training - a fresh copy is always available on the dashboard and even synced in your workspace
Managing The Storyteller Team

Template:
🛠
Example Storyteller KPI Document

  1. Minimum of 2 Weekly Team Meetings (30 min each) - Monday/Thursday works well
  2. Ongoing coaching, training, and assistance with their workflows and outreach
  3. Perform Random Video Reviews each week for each one of your storytellers (normalize sending videos in the team chat channels to share feedback and wins with each other)
  4. Ensure each team member feels supported by sending regular feedback, encouragement, supporting their external goals, and scheduling 1:1 time occasionally
  5. Have performance reviews to go over their KPI's and performance once a month
  6. For accountability issues - you can create an EOD (End Of Day Report) inside slack or notion where your team reports back to you (tedious so only use if needed).

6. Scaling A Sales Team (Close The Deals)

Closer Compensation Structure

Closers:

  • If you are providing LEADS for the closers and you charge high-ticket prices (above $2,000-$3,000+) you can pay commission only
  • Industry-standard = 10-25% ... I recommend starting at 15%
  • If you aren't providing leads regularly or the pay isn't enough due to product price and volume but you still expect them to sit around and be doing follow-up work and milking the few leads you do have...you can offer a small salary. I recommend avoiding this like the plague.
How To Hire Inbound Salespeople
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Hiring Progression: When starting off, the founder needs to do the outreach AND closing themselves. Once you get a few clients, then you can bring on a few storytellers to do outreach for you while you continue closing. Once you have enough organic leads coming through to justify having a closer, bring on your first closer (have at least 5+ calls a week). Once you scale an outreach team or other paid avenues for lead generation, you bring on closers one by one to fulfill the workload of leads.

How to get salespeople to want to work for you (on commission)

  • Have an enticing product or offer
  • Have remote work
  • Pay for their systems and tools
  • Give very clear training and instructions on how to be successful and exactly what is required of them
  • Offer uncapped commissions and a good rate
  • Make it a win-win by allowing them freedoms like controlling their schedule
  • Show them proof that your offer is attractive and that others have had success in the past
  • Be the type of person they want to work with, be a good leader and storyteller
  • Post job offer to your network, to your LinkedIn, your socials, to job boards like Indeed and Upwork
    • Join SALES courses and programs and poach the people who go through their training (you know they are in this specific line of work)
  • You can also do direct outreach to people and convince them (I like this method)
  • The same way you sell people your products, sell them the job...you can go as far as creating a VSL
  • Have them fill out applications (use Typeform) and then set up times to interview
  • Set CLEAR expectations upfront about the workload, lead-flow, processes, and so on
Training The Inbound Sales Team

💸
NOS - Sales Team Training

  • This is by far THE MOST important aspect to running a smooth sailing sales team
  • Having good training removes 90% of the problems, questions, and work upfront
  • Having good training also allows you to rip and replace people with NO FRICTION
    • I'm not saying to act like this, the RIGHT people are your most important asset, but there's nothing worse than losing someone good and having no training process in place to get someone else backs up to that speed
  • Really good training and processes will level the playing field between all employees, it will allow your hiring choices to almost always seem like the right call (outside of ethics issues)
  • Your employees will be impressed and also love the fact that they ACTUALLY know what to do at this job compared to the millions of others where you just "learn on the job"
  • "learning on the job" should account for 10% of the learnings needed to do the job. The other 90% should come from a killer playbook
Tracking & Results For The Sales Team

Template:
📈
Closers Tracking (Manual)

  • Tracking is a hugely important part of ANY system...without tracking you cannot accurately define the holes in your system and determine where you need to improve on
  • This is actually why we created this entire step by step sales operating system...so that you could quickly identify the problem areas and fix them, that is the real magic in it
  • The downside of tracking is you CAN actually tip the scale the wrong way and become over-focused on tracking and lose sight of DOING. Taking action and doing the actual work required to achieve the results is much more important than tinkering around with the numbers. The numbers don't fix themselves.
  • With that said, when you are just starting off, it's much more important to be taking massive action than is it to be tracking because there is very little data to track and work off of and building the tracking takes away time from generating results to stay in business
  • Once you feel you have established product-market fit and are starting to take off and get real data flowing in, it's time to implement the tracking components
  • Here are the KEY METRICS you must track for your CLOSING SALES TEAM...this stuff should come from the data being recorded inside your CRM.
    • Timeframes
      • Current week, Previous week, Current Month, Previous Month (Quarterly & Yearly Aggregates later on)
    • Who? (you want the breakdowns for overall and individual)
      • Overall team numbers
      • Individual sales reps numbers
    • Data that needs tracked
      • Number of booked calls (total volume)
      • Number of calls taken (how many calls were actually taken)
      • Number of closes (how many sales were made)
      • Cash Collected (how much cash was collected in total)
      • Number of no shows (how many no shows were there)
      • No show percentage (number of no-shows/number of calls booked)
      • Closing Rate Per Call Taken (number of closes/number of calls taken)
      • Cash Collected Per Call Taken (total cash collected / number of calls taken)
      • Cash Collected Per Booked Call (total cash collected / number of booked calls)
    • Additional helpful data
      • Total Revenue (total amount of cash collected + future expected payments)
      • Accounts Receivable (future expected payments, what people OWE you)
        • If payments are not fulfilled in the proper timeframe they become delinquent
      • It's best to run off of a cash collected basis because actual cash flow is what keeps your business running and sometimes people don't pay what they owe
      • Number of booked calls still outstanding past the date range (If a call says "demo booked" and is PAST the date it was supposed to occur, you will know the sales rep is not updating the data correctly or on time. This is a good fail safe number)
    • Where does all this data come from?
      • Inside your CRM will be where the updated data sits
      • You will pull the data from there and write these very basic formulas above to report and calculate the numbers, this is why it's important to have your REPS reporting things properly!
      • In order to get the data into your CRM and actually book calls, it comes from direct outreach, paid advertising, influencer marketing, or organic content
    • How do you decide which sales rep is performing best? (top 3 numbers to look for)
      • Closing rate per call TAKEN (how well do they do on each call they actually get on)
      • Cash Collected per BOOKED call (this offsets the first one and will show you how much money they are getting out of the TOTAL number of leads you hand them, ex. are they trying hard to convert those no-shows back to closes. It also gives you the real number to see if you are being profitable when comparing this to your cost per lead)
      • Data input - how many calls in their name are listed as "booked calls still outstanding past their date range" (this will show you how timely and accurate they are with data reporting which is important
      • 💡
        You can create a ranking system that averages those 3 numbers - for more advanced teams
    • How do you build a tracking system?
      • There's many different tools and systems out there. If you are just starting out, you can use something simple like google sheets and integrate close directly to a google sheet
      • If you want a prettier, more robust system for close, there's plecto.com
      • But wherever you decide, you just need a place where you can take the raw data from inside of close, and send it to another area where you can divide the very basic numbers above
      • Again if you have a lot of marketing data or reporting requirements on that front, I would suggest a tool like hubspot
Managing The Sales Team

Template:
🤑
Example Sales Team KPI Document

  • If you want to learn how to be an effective leader I suggest reading the dichotomy of leadership by none other than...Jocko Willink again
  • To manage a team well you need to understand first and foremost, no one is going to care as much as the company owner...if they have no stake in it, you're lucky to even have them here working toward your dream instead of their own
  • Your mindset should constantly be: what can I do for them, how can I make their lives easier, how can I help facilitate growth and help them hit their goals OUTSIDE of their work with me
  • You will need to set CLEAR KPI's (key performance indicators) for your employees to be reaching for
    • These need to be attainable and realistic, but not EASY
    • Only pick a few, too many and it lacks clarity and power, think what is the end result that is absolutely necessary
    • KPI's don't usually reflect efforts or inputs, generally they are looking at did we hit the result we actually wanted
    • You need to review, reflect, and reset your KPI's on a monthly basis
  • There should always be a to-do's section that is public so that everyone knows who is assigned to what tasks for improvements and how the progress is going on them (I gave you guys a templated database in your sales team page for this on notion)
  • Weekly Meetings (more details in the next video)
  • Review cycles are important - by this I mean constantly reviewing EVERYTHING in the entire sales org from each person down to each specific sales asset and standard operating procedure you have created.
    • Schedule One-on-One calls with every employee during your review cycle periods (I put my calendly one-on-one call available for anyone to schedule at anytime as well...similar to having an open door policy)
    • When starting off, review cycles can be quarterly, but as you grow, it's important to check back in on these monthly and make sure everything is buttoned up

Outro

Review Cycles
  • All of this information, education, and action are GREAT...but don't let it fool you, nothing lasts forever. You need to make a vow right now before you leave this program, that you will continue to do review cycles and UPDATE your processes when things change or updates are needed.
  • I've given you all the tools to run a killer sales operating system for anything you are working on...make sure you take the principles and continue to go back through and rework the basics and take new action over time.
  • A business is basically another LIFE. And in life everyone knows, if you stay still you are dying. You have to keep iterating to improve and if you're not going forward you're probably going backward.
  • Just set a time in your calendar right now that says REVIEW CYCLES. And each month whether you want to or not, you go back through old things, and you make them better.
  • 1% improvements consistently over time will allow you to stay compounding and will keep you successful long-term.
  • I'm wishing you all the best luck and good fortune and good vibes!!! Now GO CRUSH IT.
Staying Active In The Community
  • If you have gone through the entirety of this program, I consider you a dear friend! Don't be a stranger. If there's ever anything I can do to continue to add value to your life, I am happy to. I genuinely am here to help as many people as possible
  • If you found this useful, bring other people into the community! I want to grow a group of awesome like-minded individuals who can work together, help each other, and continue taking massive action
  • Post inside the group and stay engaged, your network is your net worth and I'm happy to be associated with people who are on the same path
  • Follow me on the social media down below if you haven't already, I'll be continuing to stay active and posting some gnarly content as much as possible
Off-boarding
  • Thank you so much for taking part in this transformation! I hope I've been able to deliver an immense amount of value
  • I would love feedback on how your experience was and anything I can improve on to make this even more impactful in the future...I will probably be adding a form down here to gather some data and I would love it if you would fill it out!
  • Lastly, if you got amazing results and are willing, I would love to interview you or get a testimonial. So here's a link to book with me: https://calendly.com/nadabot-clay/one-on-one (I mean come on...you know how important case studies are now 😉 )