PlayBook#4 – (Framework sourced from Matt Lakajev’s strategy)
The Goal of This Playbook
By now:
• Your profile builds trust
• Your content attracts the right audience
• Your outreach creates conversations
Now we move those conversations into qualified sales calls.
The rule here is simple:
Don’t sell your service in DMs — sell the next step.
That next step is the call.
Section A — How Buyers Move Through Trust
The conversation must guide the buyer through trust checkpoints:
1 — They see you are real
2 — They feel understood
3 — They believe you can solve their situation
4 — They feel safe to take a next step
5 — Booking a call feels like the obvious move
This aligns with the “Six Gates of Trust” journey.
DMs are how we unlock these gates.
Section B — DM Structure: The Waterfall Method
This communication pattern keeps the chat light and momentum flowing:
- Acknowledge
Validate their message or post.
— “Makes total sense…”
— “I liked your take on…” - Add Value
Share a quick win, resource, or case study.
— “This might help…” - Peel Back
One focused question to diagnose the root problem.
— “Are you trying to fix this this quarter?”
One action → one message.
Short. Conversational. Human.
Section C — When and How to Offer a Call
Matt’s rule:
Only suggest a call after a meaningful exchange.
Trigger moments where a call offer feels natural:
• They confirm a pain point
• They show curiosity
• They ask, “How does this work?”
• They engage deeply with your resource
Natural call transition:
“If you want, we can take 15 minutes to look at your current website and website speed issue.
If there’s a simple fix, I’ll tell you. If not, I’ll show you your best options.
Would that be helpful?”
Not pushy — help-first.
Section D — Comment-to-DM Conversion
(Turn post engagement into leads)
Your content creates interest signals.
Your job is to respond quickly when someone interacts.
Three situations to convert:
- Likes your post
“Thanks for the like. Curious — is [topic] something you’re working on now?”
- Comments on your Lead Magnet offer
Step 1 — Like their comment
Step 2 — DM them the resource + a question
“Sent the checklist!
Quick question — what’s your biggest struggle with [problem] right now?”
- Views your profile
Send a “soft context” opener:
“Thanks for checking out my profile. Anything specific you were searching for?”
These are warmest leads.
Respond within minutes whenever possible.
Section E — Talking About Calls (Without Pitching)
Avoid asking:
• “Do you want to book a call?”
• “Do you have time for a quick chat?”
Instead, frame the call as a service:
“Happy to take a quick look and show you what to fix first.
There’s a short call where we can do that clearly.
What does your schedule look like this week?”
Tone: calm, confident, normal.
Section F — Tier-Based Speed
Match your effort to the trust level.
| Lead Type | Example Signal | What to do |
|---|---|---|
| Tier 1 — Hot | Requested resource, asked a question, sent DM first | Move to call as soon as possible |
| Tier 2 — Warm | Frequent likes/comments, clicked profile | Engage lightly until a signal appears |
| Tier 3 — Cold | Outbound, no signals yet | High volume → low time per lead |
Section G — Quick Mistakes to Avoid
| Mistake | Better Approach |
|---|---|
| Sending long paragraphs | Keep messages short, one thought each |
| Asking multiple questions at once | One question, then wait |
| Pushing too early | Earn permission with value |
| Sounding like a script | Personalize 10% of every message |
If the conversation feels heavy, you’re doing too much talking.
Quick Action Checklist
☑️ Set a rule: reply to all engaged leads within 30 minutes
☑️ 5 comment-to-DM conversions per day
☑️ Track conversation progress (Next Step always visible)
☑️ Only offer calls after a clear pain point is confirmed
☑️ Use curiosity-based call invitations
When this becomes routine →
calls become predictable.
Final Purpose of Playbook #4
Your DMs are now a bridge to your sales calendar.
You have conversations that actually convert.
Which means…
Next:
Playbook #5 — Close High-Ticket Deals and Scale
(Offer Docs, Discovery Calls, Pricing Psychology, and Retention)