I've recently become interested in analyzing live sales calls, and Pavlo content caught my attention. He shares live calls with added commentary, demonstrating how he customizes his offer based on identifying the client's pain points during the call.

For context, his service is targeted to generate more leads for construction industry locals with added software for management. (Keep in mind that anyone can make this software without code using GoHighLevel)


Pavlo has an interesting way of customizing his offer based on navigating the user’s pain points in the call. Here's a breakdown of his approach:

1/ Client Mapping: He starts by asking a couple of questions about the company to get to know their situation and then figures out a tailored offer.

Eg. "How many projects do you typically complete in a month?"

If the client completes fewer than 2 projects a month, Facebook ads may not be suitable, as Pavlo’s average clients do 4+ projects before they can afford ads.

Pavlo identifies if clients use services like ‘Angie,’ which often yield poor lead gen results, helping him gauge that they have an existing budget for lead generation but just had a poor experience in the past.

2/ Search: Once he gets an idea of the client, he shares his screen and Googles the client's company to find additional pain points, such as poor placement on Google Maps, few or negative reviews, etc. So, that is the first part of the pain point that fits in his client map.


3/ Website: Now, he looks at the site. He usually finds that the phone number is too small, no contact forms and the newsletter subscription is generic. He asks obvious questions like how many subscribers this newsletter gets, etc, to get a negative response. That is the second part of the pain point.


4/ Solutions:

Pavlo then offers a Software With a Service (SWAS) solution..


Search
:

  • "If we could help you get more reviews on Google, do you think it would help you close more business?"
  • "We can automate the review process. For example, we can set up a Google review campaign where past customers are asked to leave a review in exchange for a chance to win a gift card. Would you be interested in that?

Website:

  • "Do you think if we optimized your website and added a proper contact form, it would help you get more estimates and sales?"
  • "How much is one sale worth to you?"
  • "Even if we can get you one extra sale a year, how much profit would that be?"

+ Access to the CRM.

5/ Handling Objections:

Be prepared for follow-up questions like “what happens after the initial website build?"

Respond to how your Google My Business is built and maintained, track leads and conversions, and automate follow-ups. How you can use the software part of the offers features for managing everything in 1 place.

6/ Explaining the Fee:

"The $300 per month includes the website, Google review campaign, listing you on over 100 citation sites, and ongoing support."

7/ Final Questions and Payment:

Pavlo then asks "Is this something you’re potentially interested in?"

Then he explains that they must fill in an on-boarding form with a few questions about their company and ask for payment straight up on the call.

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