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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:
- Discovery Call — about them
- 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.
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