Offer Templates & Sales Scripts
Hormozi-based offer presentation scripts for discovery calls and proposals.
Table of Contents
- Discovery Call Framework (STAR)
- Offer Presentation Scripts
- Objection Handling
- Proposal Templates
- Pricing Reveal Strategy
Discovery Call Framework (STAR)
Hormozi Rule #4: Always qualify before pitching. Use STAR framework.
STAR Qualification Framework
S = Situation: Do they have the problem we solve? T = Timing: Is solving it urgent (within 90 days)? A = Authority: Can they make the decision? R = Resources: Do they have the budget?
Discovery Call Script (20 Minutes)
Intro (2 min):
"Thanks for jumping on, {{FirstName}}. I've got 20 minutes blocked—does that still work for you?"
[Wait for yes]
"Perfect. Here's how I usually run these: I'll ask you a few questions about where you are now and where you're trying to get to. Then I'll share how we might be able to help. If it's a fit, we can talk next steps. If not, no hard feelings. Sound good?"
Situation Questions (8 min):
-
Current State:
- "Walk me through how you're getting new clients today."
- "What's working? What's not?"
- "How many qualified leads are you getting per month right now?"
-
Problem Confirmation:
- "What's the biggest bottleneck in your lead gen right now?"
- "How much time are you (or your team) spending on prospecting each week?"
- "What have you tried in the past that didn't work?"
-
Impact Assessment:
- "If this doesn't change, where does your pipeline look like in 90 days?"
- "What's the cost of NOT solving this? (Lost deals, founder time, missed growth targets?)"
Timing Questions (2 min):
- "How urgent is this for you? Are you looking to fix this in the next 30 days, 90 days, or just exploring?"
- "What happens if you don't solve this in the next quarter?"
Authority Questions (2 min):
- "Who else is involved in making a decision like this?"
- "If you love what you hear today, can you move forward, or do you need to run it by someone else?"
Resources Questions (2 min):
- "Have you budgeted for something like this?"
- "What were you expecting to invest to solve this problem?"
- (If they lowball: "Got it. Just so you know, most solutions in this space run $5K-10K/month. We're lower than that, but I want to make sure we're in the same ballpark.")
Transition to Pitch (1 min):
"Okay, this is really helpful. Based on what you've shared, I think we can definitely help. Let me walk you through how this would work for {{CompanyName}}..."
Pitch (3 min):
"Here's what we do: We build you a fully automated outbound lead generation engine. That means domains, mailboxes, campaigns, lead research, enrichment—everything.
You'll get 25 to 30 qualified leads per month delivered to a dashboard we set up for you. Real-time metrics, full transparency. No black box.
The setup takes about 2 weeks. After that, you're getting 5-7 new qualified leads every week without lifting a finger.
We guarantee 25 qualified leads in the first 60 days. If you don't hit that, month 3 is free.
Most agencies charge $6K to $7K per month for this. Our pricing is $2,500/month plus a one-time $1,500 setup fee to cover the infrastructure.
So your first 90 days would be $1,500 (setup) + $7,500 (3 months) = $9,000 total. After that, it's $2,500/month, month-to-month."
Trial Close:
"Based on what you've told me, does that sound like it would solve your problem?"
STAR Scorecard (Qualify or Disqualify)
| Criteria | Pass | Fail | Notes |
|---|---|---|---|
| Situation | Has the problem (inconsistent pipeline, manual prospecting) | No clear problem or already solved | |
| Timing | Urgent (needs solution in 30-90 days) | "Just exploring" or "maybe next year" | |
| Authority | Decision maker OR can get approval in <7 days | Needs 3+ stakeholders, long approval process | |
| Resources | Budget of $2K+/month OR can find it | Budget <$1K/month, no flexibility |
Decision:
- 4/4 Pass = PITCH IMMEDIATELY
- 3/4 Pass = PITCH, address the gap
- 2/4 Pass = NURTURE (not ready to buy)
- 1/4 or 0/4 = DISQUALIFY (politely exit)
Offer Presentation Scripts
Package 1: Lead Gen Only (For Agencies)
Context: Agency who handles campaigns themselves, just needs leads.
Script:
"Here's how this works: You send us the ICP—who you're targeting, what industries, what titles, what geography. We'll help you refine it if needed.
Then we go to work: Sales Navigator, Clay, Apollo enrichment, email verification, LinkedIn scraping, the whole nine yards.
You get a CSV file every week with 100-200 verified leads. First name, last name, email, LinkedIn URL, company details, intent signals if we find them.
Pricing is simple: $2 per lead. Minimum 500 leads per month, so that's $1,000/month.
If you need 1,000 leads, it's $1,800. If you need 2,000, it's $3,200.
No contracts. Cancel anytime.
Compare that to hiring someone full-time: $4K-5K/month plus benefits, plus recruiting time, plus management overhead. This is plug-and-play.
Make sense?"
Trial Close:
"How many leads per month do you think you'd need for your clients?"
Package 2: Done-For-You (For Direct Clients)
Context: B2B company wanting fully managed service.
Script:
"Here's what we do: We build you a complete outbound lead generation engine.
Week 1-2 (Setup):
- We buy 25 domains in your name
- Set up 50 email inboxes (Google Workspace)
- Warm them up for 14 days so deliverability is pristine
- Build your ICP and research 500-1,000 leads
- Write your email sequences (we handle the copy)
- Set up your dashboard so you can see everything in real-time
Week 3 onward (Execution):
- We launch campaigns
- Monitor performance daily
- Send you weekly reports
- Adjust based on what's working
- Deliver 25-30 qualified leads per month
What you get:
- Real-time dashboard (see every email sent, every reply, every metric)
- Weekly CSV of new leads
- Monthly strategy call
- Guarantee: 25 qualified leads in first 60 days or month 3 is free
Pricing:
- $1,500 one-time setup (covers domains, mailboxes, 2 weeks of our time)
- $2,500/month after that
- 90-day commitment, then month-to-month
So your first 90 days: $1,500 + $7,500 = $9,000 total.
Compare that to:
- Hiring an SDR: $4K-5K/month + benefits = $60K+/year
- Other agencies: $6K-10K/month = $72K-120K/year
We're less than half the cost, and you get results in 30 days instead of 90.
Does that sound like it would solve your problem?"
Package 3: White-Glove (Full Service)
Context: High-value client wanting fully hands-off solution.
Script:
"This is our full white-glove service. Everything in the done-for-you package, PLUS we manage your inbox and book calls for you.
What that means:
- We have a dedicated VA monitoring your inbox every day
- When someone replies, we categorize it: interested, not interested, question, objection
- For 'interested' replies, we handle the back-and-forth and book them directly on your calendar
- You get a Slack notification: 'New qualified call booked with [Name] from [Company], [Date/Time]'
- All you do is show up for the call
Pricing:
- $2,000 setup
- $3,500/month
- 90-day commitment
Guarantee:
- 30+ qualified leads in first 60 days
- 5+ booked calls in first 60 days
- If we miss either, month 3 is 50% off
This is for founders or sales leaders who want leads AND meetings, fully hands-off.
Think of it this way: You're paying $3,500/month. If we book 5 calls, that's $700 per booked meeting. If you close 1 out of 5, and your average deal is $20K, you just made $20K from a $3,500 investment.
Make sense?"
Objection Handling
Hormozi Rule #11: Validate, never argue. Sit on the same side of the table.
Common Objections & Responses
Objection 1: "I need to think about it."
Validate:
"Totally understand. This is a real investment. What specifically do you need to think through?"
Uncover Real Objection:
- "Is it the pricing?"
- "Is it the timing?"
- "Is it trust (do you believe we can deliver)?"
- "Is it something else you need to run by someone?"
Isolate & Address:
If pricing:
"Got it. Let me ask: if the price were 50% lower, would you move forward today?"
- (If yes: "Okay, so it's not the value, it's the budget. Let me see if we can structure this differently...")
- (If no: "Okay, so it's not really the price. What else is on your mind?")
If timing:
"I get it. When were you thinking of starting something like this?"
- (If "in 3 months": "What happens in the meantime? How many deals do you lose waiting 90 days?")
If trust:
"Fair. You don't know us yet. What would give you confidence? A case study? A reference call with another client? A trial period?"
Objection 2: "That's more than I expected to pay."
Validate:
"I get it. What were you expecting?"
Reframe to Value:
"Let me ask you this: How much is one new client worth to you?"
[They say: "$20K" or "$50K" or whatever]
"Okay, so if we deliver 25 qualified leads per month, and you close 1 out of 25—that's 1 new client per month. That's $20K/month in new business.
You're investing $2,500/month to generate $20K/month. That's an 8x return.
The question isn't 'Is $2,500 expensive?' The question is 'Can we deliver the leads?' And that's why we guarantee it.
If we don't deliver 25 qualified leads in 60 days, month 3 is free. You're not taking the risk here—we are.
Does that make it feel more reasonable?"
Objection 3: "I can hire someone to do this for less."
Validate:
"You absolutely could. Let me walk you through what that looks like."
Show Hidden Costs:
"If you hire an SDR at $50K/year, here's what you're actually paying:
- Salary: $4,200/month
- Benefits (20%): +$840/month
- Software (Clay, Apollo, SmartLead, etc.): +$500/month
- Recruiting time: 4-8 weeks before they even start
- Onboarding/training: Another 4-6 weeks to ramp up
- Management time: 5-10 hours/month of your time
Total real cost: $5,500+/month, and you're 3 months out before seeing results.
With us:
- Cost: $2,500/month
- Start time: 2 weeks
- Management: Zero (we handle it)
- Risk: Guaranteed results or month 3 free
Plus, if you hire someone and they quit in 6 months, you start over. We don't quit.
Still want to hire someone?"
Objection 4: "We're already doing cold email. It's not working."
Validate:
"That's actually a good sign. It means you know outbound CAN work, you just haven't cracked it yet."
Diagnose:
"Let me ask: What do you think the problem is? Is it:
- The targeting (wrong ICP)?
- The copy (emails aren't resonating)?
- Deliverability (emails going to spam)?
- Volume (not sending enough)?
- Follow-up (not persistent enough)?"
Reframe:
"Most companies doing cold email in-house fail because of one of those 5 things. We've sent 500,000+ cold emails in the last year. We know exactly what works.
The ICP targeting, the AI personalization, the deliverability warmup, the sequence timing—we've dialed all of that in.
What if we could take what you're doing now and make it work? Would that be valuable?"
Objection 5: "Can you guarantee results?"
Validate:
"Great question. Yes, we guarantee it."
Explain Guarantee:
"Here's the guarantee: If you don't get 25 qualified leads in the first 60 days, month 3 is free.
What's a qualified lead? Someone who:
- Matches your ICP (title, company size, industry, geography)
- Has a verified email
- Actually exists (we verify this)
We track every lead we deliver in your dashboard. You'll see exactly who we found, their email, their company, their LinkedIn.
If we don't hit 25, you don't pay for month 3. That's $2,500 back.
The reason we can offer this guarantee is because we've done this 50+ times. We know it works.
Does that address your concern?"
Objection 6: "I need to talk to my business partner / CFO / team."
Validate:
"Totally makes sense. Who else needs to be involved?"
Get Commitment:
"Here's what I'd recommend: Let's get them on a quick call. I can walk them through what I just showed you, answer their questions, and if everyone's on the same page, we can move forward.
Does Thursday or Friday work for a 20-minute call with [Partner/CFO]?"
Alternative (if they resist):
"Okay, no problem. What do you need from me to make that conversation easier? A one-pager? A proposal? A recording of this call?"
Set Next Step:
"When do you think you'll have had that conversation? Can we reconnect next Tuesday to see where you're at?"
CRITICAL: Never end a call without the next step scheduled (BAMFAM rule).
Proposal Templates
Proposal Template: Package 2 (Done-For-You)
[CLIENT NAME] — Lead Generation Proposal
Prepared by: Angela Petkovska, [Your Agency Name] Date: [Date] Valid for: 14 days
Executive Summary
[Client Name] is looking to build a predictable, scalable outbound lead generation system to consistently generate qualified leads without relying solely on referrals or manual prospecting.
This proposal outlines a fully managed lead generation engine that will deliver 25-30 qualified leads per month within 60 days of launch.
The Challenge
Based on our discovery call, [Client Name] is currently experiencing:
- Inconsistent pipeline (feast or famine cycles)
- Founder/sales team spending 15+ hours/week on manual prospecting
- Limited outbound infrastructure (no systematic cold email or LinkedIn automation)
- Dependence on referrals and warm introductions
Impact:
- Unpredictable revenue
- Lost growth opportunities
- Founder time spent on low-leverage activities
The Solution
We will build and manage a complete outbound lead generation engine for [Client Name], delivering:
-
Infrastructure Setup:
- 25 domains (registered in your name)
- 50 warmed email inboxes (Google Workspace)
- SmartLead campaign management system
- Real-time performance dashboard
-
ICP Research & Lead Sourcing:
- Documented ICP (buyer personas, target industries, geographies)
- 500-1,000 verified leads per month
- Email verification and enrichment
- Intent signal identification (hiring, funding, LinkedIn activity)
-
Campaign Execution:
- AI-powered email sequences (3-4 emails per campaign)
- LinkedIn outreach (if applicable)
- Daily monitoring and optimization
- Weekly performance reports
-
Deliverables:
- 25-30 qualified leads per month
- Real-time dashboard access
- Weekly lead CSV files
- Monthly strategy calls
Pricing
| Item | Cost | Notes |
|---|---|---|
| Setup Fee | $1,500 | One-time (covers domains, mailboxes, ICP research, campaign setup) |
| Monthly Management | $2,500/month | Ongoing (lead research, campaign management, reporting) |
| Total 90 Days | $9,000 | $1,500 + ($2,500 × 3 months) |
After 90 days: Month-to-month at $2,500/month (cancel anytime with 30 days notice)
Performance Guarantee
If [Client Name] does not receive at least 25 qualified leads in the first 60 days, month 3 is free ($2,500 credit).
Qualified Lead Definition:
- Matches documented ICP (title, company size, industry, geography)
- Verified email address
- Confirmed as real person (LinkedIn profile exists)
Timeline
| Phase | Duration | Milestones |
|---|---|---|
| Setup | Week 1-2 | Domains purchased, mailboxes set up, warmup started, ICP finalized |
| Launch | Week 3 | First campaigns launched, dashboard live |
| Optimization | Week 4-8 | Monitor performance, A/B test, iterate |
| Scale | Week 9+ | Expand to additional campaigns, increase volume |
Expected Results:
- First qualified leads: Week 3-4
- 25+ qualified leads: By Day 60
Investment Summary
Option 1: Hire Full-Time SDR
- Cost: $5,000+/month (salary + benefits + software)
- Time to results: 3-4 months (recruiting + onboarding + ramp)
- Risk: High (they quit, you start over)
Option 2: Other Agencies
- Cost: $6,000-10,000/month
- Setup: $5,000-10,000
- Time to results: 60-90 days
- Transparency: Low (black box)
Option 3: [Your Agency Name] (This Proposal)
- Cost: $2,500/month
- Setup: $1,500
- Time to results: 30 days
- Transparency: Full (real-time dashboard)
- Risk: Guaranteed results or month 3 free
Next Steps
- Sign Proposal (DocuSign link)
- Kickoff Call (Schedule within 48 hours of signing)
- Setup Begins (Week 1)
- First Leads Delivered (Week 3-4)
Questions? Book a call: [Calendly link]
Signature
[Client Name]:
Signature: _________________________ Date: _________________________
[Your Agency Name]:
Signature: _________________________ Date: _________________________
Pricing Reveal Strategy
Hormozi Rule #2: Never reveal pricing in cold copy. Build value first.
Pricing Reveal Sequence (Discovery Call)
Step 1: Build Value (10-12 minutes)
- Ask STAR questions
- Uncover pain, impact, urgency
- Paint picture of what life looks like with solution
Step 2: Anchor High (1 minute)
"Just so you have context, most agencies doing this charge $6K to $10K per month, plus a $5K-10K setup fee. So you're looking at $20K-40K for the first 90 days."
Step 3: Reveal Your Price (1 minute)
"Our pricing is significantly lower. It's $1,500 setup plus $2,500/month. So your first 90 days would be $9,000 total."
Step 4: Justify the Difference (1 minute)
"The reason we can do it for less is AI automation. Where other agencies have 3-4 people touching every account, we've built systems that handle 80% of the work. You get the same quality, lower cost."
Step 5: Reframe to ROI (1 minute)
"Here's how I think about it: You're spending $2,500/month. You're getting 25-30 leads. If you close 1 out of 25, that's 1 new client per month. What's 1 new client worth to you?"
[They say: "$20K"]
"Okay, so you invest $2,500, you make $20K. That's an 8x return. The question isn't 'Is this expensive?' The question is 'Can we deliver?' And that's why we guarantee it."
Step 6: Trial Close
"Based on everything we've talked about, does this sound like something you want to move forward with?"
Closing Techniques
The Assumptive Close
"Okay, so let's get this started. I'll send you the proposal today. Once you sign, we'll schedule the kickoff call and start setup next week. Sound good?"
The Alternative Close
"Do you want to start with Package 2 (done-for-you) or Package 3 (white-glove with inbox management)?"
The Urgency Close
"We only take on 5 new clients per month because of the setup intensity. We have 2 spots left for [Month]. If you want one of them, we need to get the contract signed by Friday. Does that work?"
The Referral Close (If They Say No)
"No worries, I totally get it. Let me ask: is there someone in your network who DOES have this problem? I'd love to help them, and I'll make sure they know you sent them."
Post-Close Onboarding
Within 24 Hours of Signed Contract:
-
Send Welcome Email:
- "Welcome to [Your Agency Name]! Here's what happens next..."
- Kickoff call link (schedule within 48 hours)
- Onboarding questionnaire (ICP, messaging, competitors)
-
Request Access:
- Domain registrar login (or purchase domains on their behalf)
- Google Workspace admin access (or set up new account)
-
Set Expectations:
- Week 1-2: Setup
- Week 3: First campaigns launch
- Week 4: First qualified leads delivered
Kickoff Call Agenda (45 min):
-
ICP Deep Dive (20 min):
- Who are you targeting?
- What's your ideal customer profile?
- What pain points do they have?
- What disqualifies someone?
-
Messaging (15 min):
- What's your core value prop?
- What case studies / proof do you have?
- What objections do prospects typically have?
-
Logistics (10 min):
- Dashboard access (show them the portal)
- Reporting cadence (weekly emails, monthly calls)
- Communication preferences (Slack, email, etc.)
Next Update: After first 5 clients signed Last Updated: September 6, 2026