Tom Canning

My goal for July: add $1M in new ARR. By mid-month? We were only at $300k. I was insanely frustrated (and confused). So I did what any desperate founder should do: I watched 20 sales calls back to back. Here’s what I discovered - and the 3 changes we made to our sales process: Background: Our AEs are killing it. They build rapport, their presentations are solid, and the product excites people, but something was missing... After watching 20 calls, here's what I learned was going wrong: 1. Deeper discovery We weren’t asking enough questions to really understand the prospect’s world—their role, their pain, their goals. We were pitching too early. Too often trying to sell a solution when we didn't fully know the problem. CHANGE: The first 20 minutes of every call are now for the prospect to talk - about their business, challenges, and opportunities. We talk less. We listen more. 2. Create urgency I’ve always tied promotions to close dates to create urgency… but we stopped. That's a lever I can control. So I pulled it. CHANGE: Introducing the Holiday Accelerator Package to give prospects a reason to act now, not later. 3. Don’t cram it all into one call   We were trying to build rapport, do discovery, demo, and talk pricing - all in one session. It was too much. Two shorter, focused calls would give us more insight and help build trust over time. Every additional touch point builds trust with the champion. CHANGE: Split into two calls- Call 1: Deep discovery. Call 2: Tailored presentation. TAKEAWAY: It’s so obvious NOW. But I couldn’t see it until I slowed down and watched the tape. This experience was a reminder: Sometimes the breakthrough isn’t a new playbook or a shiny tool - it’s going back to basics. It's watching 10, 20, 30 calls if you need to. We’re 1 day out from EOM. And we still might hit it. I’ll report back.

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The Top 4 Cold Email CTAs (Examples & Breakdowns) 1. The Soft CTA The whole aim of this is to have a low friction way to start a conversation. If we demand a lot like a 30m meeting then they chance they respond is much lower. It asks a simple question that’s easy to answer and peaks curiosity without demanding a meeting. Example Structure & Message: “Are you open to learning more?” 2. Number Two Video CTA The reason I love this one is due to you giving value up front with no ask. People appreciate context and more infomation, you are making their life easier. With this approach you deliver value in just a couple of minutes. Example Structure: “I recorded a 2-minute walkthrough of how we helped [x achieve y] . Mind if I send it over?” Example Message: “I recorded a 2-minute walkthrough of our emails that helped ACME booked 5 meetings in one day. Mind if I send it over?” 3. Number Three Value-Based CTA This ties your ask to a clear business outcome. It makes them imagine the benefit before they reply. It frames the chat as a worthwhile investment of time not a pointless ask. Even if someone scans through the email they’ll still see the value you provide. Example Structure: “If we could help you [achieve x] this quarter, would that be worth a chat?” Example Message: Example Message: “If we could help you book 10 more meetings this month, would that be worth a chat?” 4. Number Four Lead-Magnet CTA This is the ultimate give, without any sort of ask. It builds trust by giving before asking. It positions you as a helpful resource not a pest reaching out. The more value you give upfront the better. Example Structure: “I created a [x resoruce] that helped [y achieve z]. Mind if I send it over?” Example Message: “I created a free playbook of our exact Cold Email OS sequences that helped reps hit 150% of quota. Mind if I send it over?” - Mastering your CTA is the difference between an ignored inbox and booked meetings. By choosing a low-friction ask, delivering upfront value, tying your ask to a clear outcome, or gifting a high-value resource, you’ll way more replies. Mix and match these four CTAs in your sequences to keep prospects curious and engaged. And if you want my support implementing these different CTAs into your emails to help you get more replies. DM me Q3, and I'll run through the details of our Q3 quarter kickoff program.

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Two-call closes are absolute bulls#!$ (for agencies). I’ve seen so many agencies burn themselves. Here’s why. This isn’t theory btw. The "right" sales process has: > Generated $100M+ in closed deals > Helped hundreds of agencies win better-fit clients > Extended LTV well past 12 months > And landed larger retainers than ever before So if you’re still chasing the “two call close”… Stop. Every time I hear someone say that, I already know: Profits will tank (eventually). Churn rate is high. LTV is low. Let’s break it down: Here’s what actually works 👇 ✔️ Call 1: Pre-discovery (5 mins) Fast, brutal qualification. Who are you a perfect fit for? Who are you not a fit for? The more you qualify out, the better. Retention starts here - not after the client signs. ✔️ Call 2: Discovery (20–30 mins) This call is everything. You talk 20%, they talk 80%. Go deep: Current revenue & future goals Current lead flow & desired future state Why does growth matter now? What happens if they don’t grow? What have they tried? What worked? What didn’t? Have they worked with agencies before? What frustrated them? What are their KPIs? Who are you really selling to? Your goal here: understand the business better than anyone else has. ✔️ Call 3: Strategy session (60 mins) Don’t pitch. Teach. Walk through a custom-built deck with: Deep audits (specific what they need) Case studies from clients just like them Simple language a 10 year old can understand And here’s the part most agencies won’t do: Give away all your secrets - yes, everything. If they can implement it without you, great. If not - you’ve just made yourself the only logical choice. Position yourself as the only person who took the time And actually cares. Everyone else is pushing the “sale”. You’re over here building trust. Then… ✔️Call 4: Decision call (15 mins) Book this at the end of call 3. Let them digest. Use this call to answer final questions & blockers. But don’t stop here. Some clients will take weeks.  Some, months. And the ones who win the deal? They’re the ones still adding value long after the pitch. That’s what shows you care. That’s what closes the deal. Speed closes are massively overrated. If you’re rushing the sale You’re not selling on value. And your clients can smell it. They know you’re just chasing commissions. If you’re selling on speed, not value - You’ll either sign a client who churns, Or lose to someone who gave more, taught more, and cared more. Your call. --- 👋 Hey, I’m Wasif, an agency coach with: → $100M revenue generated for agencies → 66 five-star Google reviews & 87 LinkedIn recommendations → 15+ years experience running & scaling AU’s best agencies → Agencies like StudioHawk, Defiant Digital, Neil Patel Digital, Online Marketing Gurus, Advisible, farsiight, BFJ Digital, WP Creative, Red Pandas & many more. Ps:  Curious how I can help? Greater than $100k MRR? → DM me for a free 1:1 Between $20–$100k MRR? → Ask me about 3x Agency Scaler

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Most salespeople make $0 because they use scripts. Francis has sold millions because he uses frameworks instead. He’s analysed all of them. But the best one to get started? Alex Hormozi's CLOSER framework. Here’s how it works: C — Clarify the problem (what’s really going on) L — Label the consequence (what happens if they don’t fix it) O — Offer the solution (your product or service) S — Secure their commitment (do they want this?) E — Explain away objections (answer doubts before they ask) R — Reinforce the decision (make them feel confident) The beauty of this? You’re not “winging it” anymore You’re not robotic in your script either You’re guiding buyers to their own decision naturally Next week I’ll release the full video of Francis training me on sales. But if you want to get early access, you can watch it here: https://lnkd.in/ergEaj-z Find this useful? Hit save + repost to share ♻️

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+90% of cold emails get ghosted Here’s how AI fixes it (with examples you can use today): Most cold emails flop because you try to do too much -Subjects are too long -Openers are too generic -Proof is buried in paragraphs -Not clear reason why you reached out -Sounds like any other cold email out there No wonder why your pipeline stays dry I pulled together 25 rules that actually get replies Check out the carousel 👇 What would you add to the list? 👉 Follow Alan Ruchtein for outbound frameworks & AI sales playbooks that actually scale and close pipeline

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