Video summary

this sales technique closes deals (I made $100K/month with it)

Main summary

Key takeaways

Business

Core Idea: SMMA “D-A” Sales Framework

The presenter describes a 5-step close framework (“D-A framework”) for converting SMMA/coaching/consulting prospects into paid clients. The emphasis is on outcomes (not features) and fast decision-making to improve close rates and cash collection.

The Framework (Diagnose → Agitate → Offer → Anchor → Close)

1) Diagnose (Discover Pain + Qualify)

Use “power questions” to identify specific business pain and desired outcomes:

  • “What’s preventing you from hitting your XYZ target (revenue targets)?”
  • “Walk me through what you’ve tried and why it didn’t work.”
  • “If we solved this overnight, what would your business look like in 90 days?”

Goal: Get specific about the prospect’s business pain and their target outcome.

2) Agitate (Create Urgency via Consequences)

Create urgency by helping the prospect calculate the cost of inaction.

  • Example question: “What happens if nothing changes in 90 days?”

Guidance: Don’t state the consequences for them—lead them to their own conclusion.

3) Offer (Lead With Outcomes, Then Structure the Plan)

Lead with measurable ROI/outcomes first, then briefly explain the system (don’t over-teach).

Example outcome promises:

  • “Generate 30 qualified leads/month”
  • “Increase revenue by 40%”
  • Real estate example/guarantee: “7 ready-to-list sellers in 45 days (or work for free)”

“Offer math” example mentioned:

  • “20–30 qualified leads monthly converting at 10–15%” (as an expected funnel outcome)

4) Anchor (Establish Value Before Price; “Compare Options”)

Use an anchoring approach similar to “dropping the price / price-drop” framing—compare the service to alternatives.

Alternatives to compare against:

  1. Testing other companies ($3,000–$5,000/month)
  2. DIY (time waste; learning what works)
  3. Hiring a marketing director ($50k–$60k/year + benefits)
  4. Working with the service (includes systems/guarantee/community; set price)

Example price used: $8,500 for the program.

Closing tactic: Use strategic silence after stating price—pause (count to 10; can pause up to minutes) so the prospect processes.

Rule: Avoid over-explaining at the close—use the fewest words possible.

5) Close (Commitment + Objection Handling)

If scheduling a follow-up:

  • “don’t expect to close”—implying most decisions should be made on the call.

Handling “I need to think about it”

If they say they want to think, ask:

  • “Before you think about it… do you believe this can actually take you to where you want to be?”

Then identify and handle the real objection (investment vs. timeline vs. something else).

Investment objection example

  • Don’t discount immediately.
  • Clarify whether it’s:
    • “too much all at once” vs.
    • “too much overall”
  • Use credit/interest framing illustratively (as stated): e.g., “even at 18% credit card interest…”

Timeline objection example

  • “When’s a better time to double your revenue—next month, next quarter?”
  • “Money’s walking out the door every day.”

“Takeaway close” (conditional)

Mentioned as not always used; applicable especially when:

  • the prospect is the type of owner ready for massive action

Key Business Principles Emphasized

  • Sell outcomes, not features

    • Avoid feature-only claims like “Facebook ads, email marketing, AI.”
    • Replace with ROI/outcome promises.

  • Create urgency with a “cost of action” and future pacing

    • Use questions that lead the prospect to conclude what happens if they delay.

  • Use silence to force decision processing

    • After price: stop talking; don’t fill the silence.

  • Qualify budget early

    • Suggested question: confirm if the prospect can invest roughly $9,000–$10,000 (or $8,000–$12,000 depending on context).

  • Avoid over-follow-up pressure

    • Critique: multiple long messages after “I have to talk to my wife tonight…” reduces trust and kills momentum.
    • Alternative approach: send a proposal + recap, then follow up later (see timing/checklist below).

Metrics, KPIs, Targets, and Timelines Mentioned

Claimed performance changes (presenter’s results)

Before framework:

  • Close rate: ~20%
  • Average deal size: ~$3,000

After framework:

  • Close rate: ~60–70% (also stated “upwards of 65%”)
  • Average deal size: ~$8,500
  • Revenue impact: “325% revenue increase”
  • Cash collected: “$97,920 in last 30 days” (later: almost $100,000 in last 30 days)

Suggested benchmarks if you apply the blueprint

  • Close rate: 60–70%
  • Average deal: $5K–$15K
  • Call duration: ≤ 1 hour
  • Follow-up rate: 90%, but only with same-day decision
    • If follow-up is for the day after: “basically done”

48-hour rule (urgency metric)

  • If they don’t decide within 48 hours, chance drops to <5%
  • Recommendation: create urgency on the call, not with aggressive follow-up.

Concrete Examples Included

Offer examples

  • Lead-gen: “30 qualified leads/month”
  • Revenue uplift: “+40% revenue”
  • Guarantee/timeline (real estate): “7 ready-to-list sellers in 45 days (or work for free)”

Anchoring cost comparison example

  • Other vendors: $3k–$5k/month
  • Hire marketing director: $50k–$60k/year (plus benefits)
  • Service anchor price: $8,500

Actionable Recommendations: Implementation Checklist

Pre-call

  • Research the prospect’s business and identify likely pain points.
  • Prepare 3 relevant case studies (niche or adjacent).
  • Define the call objective.

During call

  • Run the D-A steps (Diagnose → Agitate → Offer → Anchor → Close).
  • Take detailed notes.
  • Mirror the prospect’s language (“mirroring”).
  • Create urgency naturally (probe deeper when they mention pains).

After call

  • If not closed:
    • Send a recap email + tailored proposal (not standardized; include the pain points and your plan to solve their specific XYZ problem).
    • Set next steps.
    • Follow up if no response within 48 hours.
  • Record calls and self-score each framework step.
  • Roleplay common objections (optionally with ChatGPT).
  • Track close rate week-by-week in a spreadsheet (Google Sheets/Excel).
  • Refine scripts for your niche.

Common Mistakes to Avoid (As Stated)

  • Talking too much after asking/confirming price
    • “After dropping the price, shut up.”
  • Apologizing for rates
  • Jumping to features
  • Not qualifying budget early
  • Following up too aggressively
    • Example: multiple long texts after “I need to talk to my wife tonight…”

Presenter / Sources

  • Presenter: Ricardo (referred to as “Ricardo” and “John” in subtitles; the host delivers the framework and examples).

Original video