#5 Close High-Ticket Deals and Scale Your Revenue  – by Matt Lakajev

PlayBook#5 – (Framework sourced from Matt Lakajev’s strategy)

Why this Playbook matters

You now:

• Attract the right people
• Start conversations
• Book calls

Now you must close — consistently, without pressure.

This Playbook gives you a full sales flow:

→ Discovery Call → Pitch Call → Payment → Onboarding
→ (Optional Downsell or Payment Plan)

The goal is not persuasion.
The goal is for the buyer to conclude:

“Working with you is the safest, smartest next step.”

Section A — The “Offer Doc”

(replaces PDF proposals)

PDF decks feel generic and overly designed.
A Google Doc or Notion page feels tailored and more believable.

Use this exact structure:

Keep formatting clean, simple, and short.

Important:
Send the doc after they show interest — not earlier.

Section B — The Two-Call Close Structure

Matt’s closing system uses:

1. Discovery Call — about them
2. Pitch Call — about your solution

This reduces pressure and doubles close rates because the buyer first feels understood.

Discovery Call Script

(All about the prospect — not your offer)

Opening:

“I want to make sure I understand your business first.
If I can help, we’ll book another call where I walk you through the plan.
If not, I’ll point you in the right direction. Does that sound ok?”

Core questions (choose 4–6):
• What are you trying to achieve in the next 90 days?
• What’s currently blocking you?
• What have you already tried?
• What happens if this problem continues?
• Are you fully responsible for solving this?

Collect exact phrases they use →
use them later in the Pitch Call.

Close the call with:

“Thanks, this is helpful. I’ll put together a clear plan with options.
Let’s review it in 1–2 days.”

Pitch Call Script

(Reflect their words back)

Use your notes:

“You mentioned that [their problem] is costing you [impact].
You also said you want [result] in the next [timeframe]. Is that right?”

Then move to your solution →
inside the Offer Doc.

Your tone should feel like:

• Calm
• Certain
• A professional advising a serious issue

Not pushing.
Not selling features.

Section C — Price Presentation That Works

Never show one price.
Use three tiers to anchor value.

Example for website services:

• Tier 1 — Full Done-for-you Growth Plan: $14,000
• Tier 2 — Core Build + Conversion Fixes: $9,000
• Tier 3 — Starter Build: $5,500

Follow with:

“Which one are you leaning toward?”

This assumes the sale
and invites a choice, not a yes/no debate.

If budget resistance comes:
Offer a payment plan first.
If needed, a downsell second (e.g., strategy workshop).

Goal:
Capture revenue while keeping them in your ecosystem.

Section D — Handle Objections Calmly

View objections as:
• Lack of clarity
or
• Fear of making a mistake

Ask:

“What specifically makes you hesitate?”

Most objections fall into 3 categories:

Your job isn’t to push.
Your job is to remove friction.

Section E — Post-Commitment Protocol

(Stop buyer’s remorse immediately)

The moment they say yes is fragile.
Matt emphasizes immediate “momentum locking.”

Do not end the call after payment.

While still on the call:
• Schedule kickoff
• Send onboarding form
• Add them to Slack/WhatsApp
• Introduce next milestone

Ask:

“What are you most excited to fix first?”

Now they feel confident — not scared.

Section F — Scaling With Sales Support

After closing becomes consistent, hire a Setter or Community Manager:
• Handles DMs
• Qualifies leads
• Books calls for you

Look for high-EQ communicators — not tech skills.

This frees you to focus on:
• Content
• Strategy
• Sales calls only with best leads

This is how you pass $30k/month → $80k+/month.

Quick Action Checklist

☑️ Create Offer Doc (clear, simple, value-first)
☑️ Run 2-call structure (Discovery → Pitch)
☑️ Use a 3-tier pricing model
☑️ Add payment plan + downsell options
☑️ Onboard clients on the same call
☑️ Track close rates weekly
☑️ Hire setter once demand > supply

Implement these, and your business becomes predictable and scalable.

Final Goal of Playbook #5

You move from:

“Trying to get clients”

to:

Clients trying to get you.

That’s the Demand Surplus Matt builds his business on.

NEXT:- Want to talk to me?
Share your Learnings on Linkedin Comments next and I will Invite you into my Private Webinar (worth $149) for FREE.