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Sales & Setting Scripts

Your customized scripts for the Panicci funnel — grader hook, local service ICP, $1,250 Local Foundations lead offer. [Brackets] = personalize live. Don't read them robotically; make them yours.

💬 Setting Script — the DM flow

Goal: turn a DM into a booked, confirmed call. One job. Don't pitch here. Speed to lead — reply within 5 minutes.

1 · Opener (they DM'd "GRADE" or commented)

Hey [Name]! Appreciate you reaching out 🙌 Happy to run your site through my grader and show you where you stand. What's the website?

2 · Qualify (once they send the site)

Awesome, on it — give me a few. Real quick so I can tailor this: what kind of business is it, and how are most of your customers finding you right now?

You're checking: real business (1yr+), getting some customers / has a real struggle, and that "getting found" is a live problem. Green flags = keep going.

3 · Deliver a value hit (build trust before the ask)

Ran it — good news and bad. [One real quick observation about their site]. The bigger issue: you're basically invisible for "[their service] near me" on Google Maps and in the AI answers people search now — which is exactly where your ready-to-buy customers are looking.

4 · Invite to the call

I've got a few specific ideas to fix that and get you found. Easiest is a quick 15-min Zoom where I walk you through your grade and exactly what I'd do. You free [day] or [day]?

5 · Lock & confirm (immediately)

Perfect — got you down for [day/time], I'll drop the Zoom link right here. Quick heads up: the calendar fills fast and we don't really do reschedules, so any reason you couldn't make that time? Just double-confirming 👍

Objection snippets

"Just send me info" → Totally get it — honestly the grade only means something once I show you what it's costing you in customers. That's the 15 min. You keep the full audit either way. "What's it cost?" → Depends what you actually need — that's what the call figures out. Worst case you walk with a free audit and a clear plan. Goes quiet → Follow up 3×: value → soft nudge → takeaway ("want me to hold that [day] spot or should I open it up?").

90% show-up protocol: confirm the night before, morning of, and 1 hour before — right here in the DMs. This alone is the difference between a full calendar and no-shows.

🤝 Sales Script — the call

15–30 min. Frame → dig → show the gap → present → close. You're diagnosing, not convincing. Talk 20%, listen 80%.

1 · Frame the call

Thanks for hopping on, [Name]. Here's how I run these so it's a good use of your time: I'll ask some questions to get the full picture, then pull up your grade and show you what's actually holding you back. If I can help, I'll lay out exactly how — and if it's a fit we'll talk next steps. If not, no pressure at all. Sound good?

2 · Discovery (dig — this is 60% of the call)

Walk me through the business — how long, what you do, who your best customer is.
Where do most of your customers come from right now?
What have you tried to get found online? What happened?
When someone searches "[their service] near me," what shows up — you, or your competitors?
What's it actually costing you to be invisible there — how many customers a month do you think you're missing?
If we fixed this in 90 days, what would that mean for the business?
Who else is part of a decision like this? · What's a realistic budget to solve it?

3 · Show the gap

So here's your grade — [score]. Three things jump out: [#1, #2, #3]. But the one costing you real money is [visibility gap] — you're on page [X] / not in the map pack for the searches your buyers actually use. Every one of those is a customer walking to [competitor] instead.

4 · Present (outcome first, then what's included)

Here's what I'd do — my Local Foundations program. In plain English: I get you found — Google, the map pack, and the AI answers — and turn that visibility into real leads and bookings. That's [the site fixes, GBP, the search + AEO work], tracked so you see it working. It's $1,250 a month, month-to-month — no lock-in. One customer we win back covers it, and everything after that is profit.

5 · Close (assume it)

I've got room to start you this week. Want me to get you set up?

Then go quiet. Let them answer. First one to talk loses.

Objection handling

Price → I hear you. What's one [job/customer] worth to you? … Right — so this pays for itself the first month you're found. And it's month-to-month, so I have to keep earning it. "Need to think about it" → Totally fair — what specifically do you want to think through? (Usually it's price, trust, or timing — handle the real one.) "Talk to my partner" → Makes sense. What'll they want to know? Let's get them the answer now so you're not playing telephone. "Already have an SEO guy" → Cool — are you showing up in the AI answers and the map pack today? … That's the gap. Most "SEO guys" are still running the 2018 playbook.

If it's a yes: lock payment + kickoff on the call, don't "send it over later." If it's a no: ask what would've made it a yes — that's your best coaching.