Sales Script

For Online Business Owners

BY JA S O N M O S S
 Sales Script for Online Business Owners

Congratulations.

No… seriously.

You’ve just stumbled upon, through the magic of the internet… a simple, innocent-
looking document that…

Though it would be easy enough to just skim through it once, let it sit on your hard drive
in some remote folder you’ll never see again…

If used, applied, and taken advantage of…

Will absolutely make you a boatload of money.

Of course, I get that most online business owners download lots of lead magnets.

And 99% of them never use them… and end up staying right where they are because of
it.

But that’s not you.

You’re a serious online entrepreneur. You’re serious about growing your business. And
you’re ready to “unlock” the keys to signing more high-ticket clients ASAP.

And this will really help.

A little backstory…

I’ve been building and growing online businesses for 18 years now. Today, I’m a full-
time business coach who exclusively helps established online entrepreneurs grow. I run
a coaching business that grosses $500k+ / year.

But before I did all that, I spent some time as a Director of Sales, helping scale one of
my best friend’s multi-seven-figure coaching businesses.

My job was simple… I was leading the sales team inside that business, where we were
taking hundreds of sales calls every month, selling a high-ticket coaching package…
And my job was to make sure those sales reps closed as many deals as possible.
This script was born from that period of my life.

It’s the result of consulting with some of the best sales trainers in the world (special
thanks to Cole Gordon, Sam Ovens and Keith Rosen)… as well as refining and
tweaking their approach through testing it on hundreds of sales calls to see what was
most effective, and what really worked.

It’s been used to generate millions of dollars of high-ticket sales to date.

And regardless of what you sell over the phone… coaching, consulting, agency
services, etc… using it is almost guaranteed to make you more money.

So, I hope you decide to use it.

But before you dive in…

Obviously this is going to help you sign more clients… but for many of the online
business owners I mentor, they also need help getting more people on the phone, so
they have more people to sell to.

If that’s you, you’re definitely going to want to check out my 3-Day Marketing
Workshop…

Where I walk through the roadmap I’ve personally used to sell well over $1 million of
coaching, consulting and courses online…

And give you everything you need to know to generate a consistent flow of high-quality
leads & sales calls…

Which will make this script a lot more useful and effective.

(As a special gift… use the code INSIDER to get 50% off the workshop.)

Anyways… enjoy, and I’m excited I get to share this with you 🙂

Jason Moss | jasonmoss.com

 Accelerator Sales Script
Call Preparation

Part One - Build rapport

Part Two - Share agenda and take lead

Part Three - Figure out why they’re here

Part Four - Uncover pain

Part Five - Uncover desire

Part Six - Uncover doubt

Part Seven - Uncover urgency

Part Eight - Uncover cost

Part Nine - Permission to share

Part Ten - Big-picture overview

Part Eleven - Explore the program

Part Twelve - Run temp check

Part Thirteen - Share the investment

Pacing The First Objection

Handling Other Objections

When You Can't Close On The First Call

Miscellaneous Tips

Call Preparation
Five minutes before the call make sure you do all of the following:

● Make sure you’re in a quiet room with no interruptions.

● Set up your headphones so your hands are free for taking notes.
● Have a pen and notepad in front of you.
● Take a moment and reground yourself in the feeling of abundance — all your needs are
met, you have more than enough, a roof over your head, food in the fridge. There are
countless people out there who are ready and excited to work with you, and if this sale
doesn’t close, it’s totally okay.
 ● Read through their application. Take a moment to imagine - what does it feel like to be
them? Ground in empathy, compassion and love for what they might be going through.
● Release all attachment to the sale and remind yourself you’re here to serve the person
you’re about to speak to. Your job is to help them get what they want.
● Release any emotions you might be holding on to from the day or previous calls.
● Have the number ready to dial and make sure you call them on time.

Part One - Build rapport

Goal of this section is to help them open up a bit and feel more comfortable with you. Keep this
brief - a minute or two is enough.

Hey, is this Nancy?

Hey Nancy, it’s Jason Moss. Nice to connect with you.

So whereabouts in the world are you?

Oh, cool…and how’s it been over there with all the COVID craziness?

I hear ya. Well...you ready to dive in?

Awesome - do you have a clean sheet of paper and something to take notes with?

Asking the “clean sheet of paper” question will communicate to your prospect that you mean
business and that they need to be 100% present with you during this conversation. If the
prospect isn’t in a place where they can take notes (they’re driving, walking, on the go, etc.),
schedule a time for you two to reconnect.
Part

Two - Share agenda & take lead

If they take the lead and start asking you questions before you get here, don’t start answering
them. Take the frame back and share the agenda instead. It’s important that you maintain
leadership and control of the flow of the call. The energy behind this is - you’re the expert,
you’ve done this a million times, and you have a process and flow they need to follow in order
for you to best serve them.

Cool. So my goal on this call is really just to figure out the best way to get you to where you
want to be. I’ll ask some questions so I can learn a little more about you and where you’re at,
and if I think I can help, we can talk more about what that looks like. If I can’t help or don’t think
it’s a good fit, I’ll try to point you in a better direction instead.

Sound good?

SILENCE (wait for the “ok awesome” then move forward).

Part Three - Figure out why they’re here

Ask one of the following questions:
● So tell me what motivated you to book this call?
● So when it comes to your [specific area you focus on - health, business, relationship,
etc.], what would you say is your biggest challenge right now?

Part Four - Uncover pain

Dive deep to uncover your prospect’s biggest problems and pain points. Explore all areas
relevant to what you can help them with.

Here are a few good initial questions to ask:

● What’s your biggest challenge when it comes to X?

● What’s the most difficult thing about X?
● What frustrates or annoys you about X?

Once you’ve uncovered a pain point, use the following questions to dive deeper:

● “You mention X. Tell me more about that.”

● “And what impact has that been having on you?”
 ● “And how does that make you feel?”
● Or just stay silent when they’re done talking and see if they keep going.
Tip — it’s much more effective to go deep on one or two problems than go narrow and wide and
cover several surface-level problems. Here are some additional questions you can use in this
section…

● How would you rate X on a scale of 1-10?

● What do you feel you’ve been missing out on because of X?
● Are you happy with those results?
● Do you have a plan you can follow to fix [challenge] and create [result / desired
outcome]?
● Questions that elicit specific numbers - how many clients did you sign over the last 30
days? How long has this been going on for?

Part Five - Uncover desire

Figure out what your prospect ultimately wants (their goals). Spend some time defining and
clarifying these goals. Help your prospect connect with goals that are specific and tangible - e.g.
“I want to lose 30 lbs and go on a 10 mile hike with my grandson before the end of the year.”

Don’t just stop at the rational, surface-level stuff. Uncover desire, excitement and enthusiasm by
asking “why” questions and getting them to step into their future life and imagine what it would
feel like to achieve their biggest dreams.

Here are some good initial questions you can ask:

● Ok, so changing gears slightly now, where do you ultimately want to be when it comes to
X?
● Awesome...and where do you want to be in 12 months’ time?

Ask clarifying questions until you get specific, tangible goals. Once you get there, dive deeper to
elicit emotion:

● And why is that so important to you?

● And why does that matter so much to you?
● What would it feel like to wake up every day and be doing X?
● What impact would achieving X have on your life?
● And how would that impact your [other area of their life]? ● How would that
change things for you?
Part

Your goal here is to get beyond the surface-level facts and uncover excitement, enthusiasm and
desire.

Six - Uncover doubt

In this section, you’re trying to help the prospect connect to a compelling reason they need or
want help. This may be that they can’t solve their problems on their own and need help in order
to reach their goals, or that hiring you would be far more desirable than trying to figure things
out on their own. You can skip this section if the prospect has already clearly stated this earlier
on in your call.

First, clarify the gap...

OK, so you’re currently at X [current situation], but you want to get to Y [desired situation].

Example: So you’re making $1500 per month today, but you want to be making $8000 per
month.

Wait for the prospect to agree.

Gotcha. So if (isolated problem) is the biggest thing stopping you from reaching that goal, what’s
been keeping you from solving that problem on your own?

Example: So if losing 45 lbs is the biggest thing stopping you from reaching that goal, what’s
been keeping you from losing the weight on your own?

Listen for one of these two statements before moving forward:

A. I can’t figure this out on my own (don’t have the knowledge / don’t know what I’m doing
wrong, etc.)
B. I want someone who can help me get there faster while wasting less time / money.

If their answer is A or B (above), move onto the next section. If not, continue...

Gotcha, so just to get some more clarity here, what I’ve found is that when people reach out to
me, it's usually for one or two reasons…

Either 1) there's a knowledge gap, or in other words, they don't know what they don't
know because they've never done it before.
Or 2) they know they could probably figure it out eventually, but they’d rather have
someone on their team who can help them get there faster, without wasting as much
time and money.

Which one of those (if not both) do you feel like you fall into?
Part

Seven - Uncover urgency

In this section, we’re helping the prospect connect to a compelling reason they want to make a
change now.

Tee up with how long + solution question:

1. How long have you been trying to reach these goals / solve these problems?
2. And other than X [attempted solution], what else have you tried to figure this out?

If they’ve tried nothing else:

Can I ask you a personal question? So...you've been trying to get to (GOAL) on your own for X
years, but you're just now reaching out to get some serious help...I'm curious - why all the
sudden is this more important to you? Why not just stay where you're at?

If they’ve tried a lot of stuff:

Wow, okay...Can I ask you a personal question? After all of that (list what they’ve done) - I
mean...I’m curious, what keeps you going? What about reaching (GOAL) is so important to
you?

If you get a surface-level answer here, you can explore further with these questions:

● Is there any other reason that this is important and you don't want to stay where you're
at?
● Yeah...but why now though?
● Is there any other reason this is so important to you?

Part Eight - Uncover cost

The goal of this section is to help the prospect realize that there are clear and undesirable
consequences if they choose to do nothing and keep heading down the path they’re on.

Gotcha. Can I ask you an honest question? Where is this headed if nothing changes?

Or...

Gotcha. Can I ask you an honest question? Where do you think you’ll be a year from now if you
keep approaching things the same way you have been?
 Nine - Permission to share

Gotcha. So one last question...is there anything else I should know?

If they are a good fit for what you do...

Thanks Nancy. I appreciate you opening up and sharing all that with me. Obviously making
everything we spoke about here happen is way beyond the scope of one call, but after learning
a bit more about you and your situation, I think I might have something that could help you solve
(their key problems), so you can start making progress towards your goal of (their goal).

So as a next step, would you like me to share with you a bit more about that?

Notice the gentle, neutral language - this transition should sound easy, neutral and relaxed.
Avoid getting excited here, bulldozing straight into the pitch, or using absolutes like “I can
definitely help you, you’re the perfect fit for my program, etc.” - this will trigger sales resistance.

If they are not a good fit for what you do, do your best to point them in the right direction and
gracefully exit the call.

Part Ten - Big picture overview

Earlier on in the call, you should have discovered:

1. Where the prospect is at today (their current state)

2. Where the prospect wants to be (their desired state)
3. What’s holding the prospect back from reaching that desired state (their problems)

Your job here is to pitch your program as a bridge that solves the prospect’s specific problems
and thus takes them from where they are today to where they want to be.

In order to do this, you need to keep your pitch brief and high-level (2 - 3 minutes). Don’t get
lost in features and details - your prospect doesn’t care about this stuff. Focus on the big-picture
benefits and results instead. Help your prospect see how each phase of the program will help
them solve their specific problems and reach their goals.

Tailor your pitch to the prospect. What does this mean?

● Tie in the specific problems and challenges they mentioned earlier on in the call as you
walk through each phase of your program. Use their language whenever possible.
Part

● Leave out the phases and parts of your program that are not relevant to the prospect’s
specific needs.

Awesome. So I think you may be a good fit for my [Offer Name], which I built to take people
from (current state) to (desired state) as quickly as possible.

Do you still have that clean sheet of paper I asked you about earlier?

Awesome. So can you write out the numbers 1, 2 and 3 on that sheet of paper, and leave some
space between them? Let me know when you’re ready.

Cool. So there are 3 phases to this program, and if it’s alright with you, I can start by sharing a
big-picture overview of each phase and then answer any specific questions you might have.
Sound good?

Phase 1

Cool. So remember how you were saying X? (briefly reiterate prospect’s pain points /
problems / challenges)

Well in phase 1 of my program, you’ll learn how to… (briefly describe phase 1)

And once you can do that, you’ll be able to… (describe benefits, results, outcomes for the

prospect - what does this mean for them? How will this improve their lives?) Does that

make sense?

Phase 2

Cool. So once you’re finished with phase 1, you’ll move on to phase 2 - [phase name].

So remember how you were saying X? (briefly reiterate prospect’s challenges / pain points)

Well in this phase, I’ll teach you… (briefly cover what you do in this phase of the program)

After applying what you learn here, you’ll be able to… (benefits / results / outcomes)

Does that make sense?

Phase 3

Cool. Then after all of that, phase 3 is [Phase Name].

So remember how you were telling me… (reiterate prospect’s challenges / pain points)

Well in this phase, I’ll teach you… (briefly describe process)

Once you apply this stuff, you’ll be… (benefits / results / outcomes)

Does that make sense?

Cool. So I’m happy to answer any questions you have about that.

Part Eleven - Explore the program

Your prospect will now start to ask you questions about the program. Here are some tips to
follow when answering their questions.

1. Ask clarifying questions before you provide answers.

The surface-level question a prospect asks and what they really want to know are often two
different things. For example, a prospect might ask “are there group coaching calls in this
program?” The reason they may be asking this is because they enrolled in another program a
while back that also had group coaching calls, but there were way too many people on these
calls and the prospect didn’t get the support they needed.

If you jump in and answer the first question a prospect asks, you will often miss the real reason
they are asking the question and will be unable to provide an appropriate answer. Instead, ask
clarifying questions first to determine their underlying intentions before responding. My favorite
way to do this is “just curious...is there a specific reason you asked that question?”

2. Answer their questions clearly, concisely and directly.

Do not “hard sell” or overload the prospect with benefits or features about things they didn’t
specifically ask about. If the prospect asks you how long the program will take to complete,
don’t start telling them about the feedback and how great it is. Simply answer their question
concisely and directly.

Keep in mind - the more information you provide, the more confusion you create and the more
objections you raise in the buyer’s mind. This can easily tank a sale, and it’s one of the biggest
mistakes online business owners make.

3. Do not attempt to solve their problems

This is not the time to offer advice or coaching. Your job is to answer their questions about your
program. If they ask other unrelated questions, tell them you’d be happy to help them get some
clarity on this inside your program.
Part Twelve - Run temp check
Eventually when your prospect has asked all the questions they have about the program, they
will usually ask about the investment (how much does it cost, what’s the cost, etc.).

Sure, we can definitely talk about the investment, but before we get there, I guess I’m curious…
how are you feeling about the program itself on a scale of 1 to 10? 10 being this is exactly what
I need to get to where I want to be, and 1 being I’m ready to hang up the phone right now (they’ll
laugh).

If they don’t specifically ask about the investment:

Do you have any more questions about the program? Okay cool. So I’m just curious - how are
you feeling about all of this on a scale of 1 to 10...10 being this is exactly what I need to get to
where I want to be, and 1 being I’m ready to hang up the phone right now (they’ll laugh).

If they say anything other than 10…

Gotcha. So just curious...what’s holding you back from feeling like this is a 10 for you?

This should reveal any objections. It’s very important that you address all of these before you
share the investment. Once the investment is on the table, the dynamic shifts on the call and it
becomes a lot more difficult to talk through this stuff. They should be feeling super excited about
the program before you drop the investment.

After addressing their objections, you can run another temp check if needed.

Cool. I’m glad we got to explore all of that. Just curious...how are you feeling now on a scale of
1 - 10?

If they are a 7 or below, gracefully exit the call.

Part Thirteen - Share the investment

Awesome. So you ready to talk about the investment?

Okay. So, the investment for everything we spoke about today is X.

Then shut up. :) The silence here is absolutely crucial. Remain silent until the prospect
speaks. Sometimes this silence is longer than 1 - 2 mins (the prospect is thinking if they can
afford it, or how to create a pathway forward).
If they say “OK”, still say nothing. If they ask “You there?”, just say “Yep, I’m here, just letting
you work it out.”

You’re waiting for any words that mean “let’s move forward.”

“What’s the next step?”

“Ok well, what’s next?”
“Ok, how do we get started?”
“Ok let’s do it!”

If it’s not a clear yes, the prospect will usually reply with an objection (too expensive, questions
about payment plans, have to think about it, etc.). If so, move on to “pacing the first objection”
below.

If they’re ready to move forward, remain calm and don’t get too excited. Simply ask them to
confirm their email address (this is a good way to segue into collecting card details) then take
their details over the phone and fill out your checkout form yourself.

Before you end the call, make sure to let them know exactly what to expect in terms of
next steps. This gives them a feeling of closure when they get off the phone with you and will
reduce the chance of refunds / cold feet after the call.

Pacing The First Objection

If the prospect doesn’t say yes immediately after you share the investment, they will respond
with some sort of an objection. This is often a question about payment plans (can you split that
up?), them saying they need to talk to their partner about it, etc.

Whatever this initial objection is, the first thing we need to do is make sure they’re feeling 100%
sure that your program is the right program for them and now is the right time to enroll. So
regardless of what they say immediately after you share the investment, you always want to
start here by following the steps below and “pacing the first objection” before moving forward.
Here’s how this works…

You: “The investment for everything we spoke about is $4800.”

Prospect: “Okay...do you have any payment plans?”

Step 1: Pace First Objection

It depends...many of my clients pay it upfront, but for some clients I don't feel like it's best for
them to do that based on where they're at financially, so we break it up. But before we get there,
I guess the most important question is...how do you feel about the process? Like...money aside,
are you 100% confident that this is what you need to get to OUTCOME?

If prospect agrees, go to step 2. If prospect does not agree / sounds uncertain - go to step 3.

Step 2 - Double Check

So just to be clear...you're not in a "SHOULD" I do this place to where you're going back and
forth on if this is the best thing for you, it sounds like you're more in a "HOW" can I do this place
- where you're 100% certain this is the shortest, most effective route to reach your goals, it's just
a matter of making it work financially (or checking in with your partner, etc. if they specifically
mentioned another objection earlier).

If they agree, move on and handle real objection. If not or uncertain, go to step 3.

Step 3 - If You Get Uncertainty During Step 1 or 2

No worries. I appreciate you being honest with me.

I’d love to hear a little more about that…

And then you can talk through the objection together.

Handling Other Objections

Most objections are the result of a less-than-stellar first half of the call (you didn’t dig deep
enough, missed pain or cost of inaction, etc.). Trying to solve these issues on the backend is
like trying to mop up the floor instead of just turning off the faucet - it often doesn’t work well. As
you learn to ask better questions on the front-end, you’ll get fewer objections. With that being
said, here are a few resources that will help you develop your objection-handling skills.

Trust Objections

These include all concerns about whether you’ll deliver on what you’ve promised - “can I talk to
past or current clients, will this really work for me, what if it doesn’t work, etc.”

● Send them a link to your reviews / testimonials page and walk through these with them
on the call
● Talk about your social proof, results, stories from past clients who felt the same way
before working with you
● Consider incorporating a guarantee / refund policy

Value Objections

These often come as “this is too expensive,” and are usually caused when someone does not
clearly see that what they’ll make from applying what they learn in this program will exceed the
cost of the investment. The solution is to help them see that whatever they’ll get from going
through this program is worth far more to them than the investment they’ll be making. Here are
a few ways you can do this:
 ● Figure out what the tangible results / outcomes your program delivers are worth for
them. For example, how much more they could be making if they had the skills you’ll be
teaching them in this program? How much happier could they be?
● Then help them see that it’s an investment (not a cost) by talking about the ROI (return
on investment). Just a few months from now, they could be making X from their
business. That’s money on the table that they may lose out on if they do this alone,
because it will slow down their progress by a matter of years, or it might never happen if
they go about it the wrong way.
● Continue to explore the non-monetary cost of not joining your program. How will life look
if they decide to go it alone?

Financial Objections

Make sure you’ve gone through the “pacing the first objection” scripting above first.

If they’re genuinely excited about the program but are unable to make 100% of the investment
up front, work with them to come up with a payment plan.

If they still can’t make it work, you have a few options…

1. If they are truly committed, ask - “what do you think you could do to get creative and
make this work?”
2. Help them develop a financial game-plan so they can enroll in the future, and schedule a
date and time to follow up.

Need To Talk To Wife / Partner

There are two reasons you’ll get this objection:

#1 - it’s genuine, in which case you don’t want to push them to make a decision alone
#2 - it’s really a smokescreen for uncertainty about enrolling

Go through the “pacing the first objection” scripting above first to figure out whether it’s #1 or #2.

Assuming this is a genuine objection, book a follow-up call. You can also offer to get on a 3-way
call with them and their partner to answer any questions their partner might have.
When They’re Not Ready To Enroll On The First Call

If you’ve done your best to address your prospect’s objections but they aren’t ready to enroll on
the call (need to think it over, etc.), book a follow-up call.

Here’s some suggested scripting:

So let's set up a call to iron out the rest of the small details tomorrow and then we can figure out
what's going to be the best thing for you from there - sound good?

Gotcha - so I have 2pm and 4pm Pacific open tomorrow - which one of those work best for you?

100% sure 4pm works? Great...let's do 4pm Pacific...I'll send you a calendar invite.

Did you get it? Great...

And short from getting hit by the bus, will you let me know if anything comes up prior to that call
to where you can't make it or have to reschedule?

Great. So write down the rest of your questions and we can knock those out on our next call.
And then look - if you still feel good, we can talk about getting going if that's the best thing for
you. Or depending on what we talk about, we might want to hold off a bit until the time is right
and then in the meantime we can just keep communication open until you're ready. Sound
good? (letting them off the hook, making them feel like they don't have to come to the call with a
final decision - will massively reduce ghosting) Awesome. Anything else before we hop off?

Great. See ya tomorrow 4pm Pacific.

Make sure to follow up with them and confirm they’ll be making the second appointment.

Structure For Follow-Up Calls

● Quick chit chat / rapport
● Quickly summarize what you spoke about on the last call ● Has anything changed
since then? ● How are you feeling?
● Talk through objections
● Close, downsell or transition to long-term follow-up via email
Miscellaneous Tips

1. Serving your prospect is the key to success

Never make offers to people who aren’t a good fit, or if this isn’t the right choice for them at this
time in their life. Turning people down is a good thing, it builds incredible trust, and it’s often the
right thing to do.

2. Silence is golden

Ask a question, and then be quiet. Ask one question at a time. Leave space at the end of
someone’s response before you step in. Don’t speak over people. Silence on your end allows
them to think and feel, and this will help them dive deeper.

3. Let them experience the full extent of their pain

Do not try to solve the prospect’s problems and pain points on the call, or soften them through
excessive validation (oh, that’s not that bad...everyone struggles with that, etc.). We want them
to come face to face with the emotional reality of their circumstances, even if it’s painful
because this is what ultimately will help them create the leverage they need to make a positive
change in their lives.

4. Most powerful question - “what do you mean?”

Don’t be afraid to have uncomfortable conversations and dive deeper. Get to the root of the
issues.