Complete all 6 steps before your first call. Click each item to check it off.
Read this full document — all sections before dialing
Full call script — Section 08, know it cold
Objection responses — Section 09, all 6 before your first call
Post-call log format — Section 13, memorize the fields
Watch all training videos posted in #sdr-training
Post your first lead in the private channel before call day one — then react ✅ in #sdr-training
Quick Jump
08
Call Script
10–12 min framework
09
Objections
6 responses, every scenario
03
Pay Structure
Commission + pricing tables
13
Post-Call Log
Fill in after every single call
12
Follow-Up Cadence
Day 1 through Day 30+
18
Templates
Swipe file — personalize first
Section 01
What LeadFlow Collective Is
Know this cold before you dial anyone.
Who We Are
LeadFlow Collective LLC is a B2B sales infrastructure agency. We build done-for-you CRM systems and high-converting websites that remove friction from lead response, follow-up, and team accountability — for businesses already generating revenue but losing it through broken systems.
Who We Serve
Real Estate
Solo agents in $500K+ markets — volume and margin to justify the investment
Broker teams of 3–15 agents — team accountability and lead routing problems
Top 10% earners who are scaling — the system is breaking under growth
Local Service Businesses
HVAC, roofing, plumbing, electrical, cleaning
$1M–$5M/year revenue sweet spot
Owner-operated or small team — leads coming in, follow-up broken
What We Sell
Price Point
$5K–$25K+/month retainer. We solve problems costing clients $50K–$500K/year in lost revenue.
What We Actually Deliver
What Changes
The Result
Response time
24 hrs → 5 min = 20–30% more initial engagement
Follow-up completion
40% → 85%+ = 25–35% more conversions
Real estate ramp time
New agents ramp 40% faster
Local service revenue
2–3 more jobs/month from same lead flow = $10K–$30K/month additional
Our One-Liner — Memorize This
📌 Say this when they ask what you do
"We build CRM systems that remove friction from lead response, follow-up, and team accountability — usually meaning 20–40% more revenue from the same lead flow."
Company Goal
High-converting websites that generate leads — not just look nice
Lead generation systems built around real sales infrastructure
AI & automation solutions that remove manual work from the follow-up gap
Long-term recurring revenue through monthly service retainers
The Standard
Building a website that just looks nice without generating leads is digital furniture. We build systems that work.
Section 02
Your Job as a Setter
One objective. That's it.
The Only Rule That Matters
Book qualified strategy sessions for the closer team. Qualify first. Book second. Never book a meeting just to fill a calendar.
What You Are NOT Doing
Closing deals
Quoting pricing — ever
Making promises about outcomes
Doing demos or walking through the product
Setter Responsibilities
Prospecting — research leads and identify ICP fits before outreach
Booking appointments — run discovery, qualify, and get qualified leads on the closer's calendar
Following up with leads — work the cadence until they say yes, say no, or ask you to stop
What a Good Setter Does
Earns the conversation in the first 60 seconds
Asks the right questions and actually listens to the answers
Lets the prospect diagnose their own problem
Gets a dollar figure (even approximate) on what the problem costs them
Books only when there is a real, confirmed pain and a decision maker on the line
Logs the call clearly so the closer walks in prepped
Warms the lead between booking and the call so they actually show
Section 03
Pay & Commission
What you earn. How it works. Read this carefully.
Setter Commission — Per Closed Deal
You get paid when the lead you booked signs and pays. Commission is based on deal size.
Under $2,000
$100–$150
Starter packages
$2,000 – $4,000
$200
Standard range
$4,000+
$300–$500
Premium packages
Current Standard Rate
What most setters earn per booking that closes
$200/close
Closer Commission
Closers earn 10% on the total sale. Both setter and closer commission are paid on the same deal — separate from each other.
Commission Examples
Website Price
Setter Earns
Closer Earns (10%)
$2,500
$200
$250
$5,000
$300
$500
$10,000
$500
$1,000
Important
You do not get paid for bookings that don't close. Quality of booking matters. An unqualified lead wastes everyone's time and pays nobody.
Website Pricing — Standard Business
Starter Website
$1,500
Starting price
Growth Website
$2,500
Starting price
Premium Website
$4,000+
Starting price
All include: mobile responsive design, SEO setup, CRM integrations, lead forms, automation setup, AI chatbot options.
Website Pricing — Real Estate
Agent Website
$2,500–$4,000
IDX/MLS integration
Team Website
$5,000–$8,000
Lead funnels + CRM
Brokerage Website
$8,000–$15,000+
Recruiting pages + AI
Monthly Services (Closer Upsells These)
Service
Monthly Price
Hosting & Maintenance
$99–$299/month
SEO Services
$300–$1,500+/month
AI & CRM Automations
$200–$1,000+/month
Your Role on Monthly Services
Monthly services are upsold by the closer after the initial deal closes. You do not pitch monthly pricing. If a lead asks, redirect to the closer call.
The Sales Process — Your Place In It
1
You — Setter books qualified appointment
Your job ends here. Do it right.
2
Closer runs the strategy session
They take it from your handoff notes
3
Proposal sent
Closer handles this
4
Contract signed
Closer closes the deal
5
Final payment collected → You get paid
Commission paid on final payment collection
6
Website enters fulfillment
Tech team delivers
7
Closer upsells monthly services
Recurring revenue builds
Section 04
Org Chart & Team Structure
Know who does what and who to go to.
Team Roles
Role
Responsibilities
Founder / Owner
Strategy, pricing, final decisions — not your first contact for questions
Grace (SDR Lead / Admin)
Lead distribution, setter oversight, closer coordination, quality control — your direct contact
Setters (SDRs)
Prospecting, outreach, qualifying, booking strategy sessions, lead warming, follow-up
Post in #sdr-meetings-booked — do not DM the closer
Tool or tech issue
Post in #sdr-questions, tag tech support
Strong win
Post in #sdr-wins
Daily activity update
Post in #sdr-daily-standup by 9am
Escalation Rule
Questions go to #sdr-questions first. DM Grace only for urgent matters that cannot wait. Do not DM closers directly — post in #sdr-meetings-booked after booking.
Section 05
Slack Channel Guide
Right content in the right channel. Every time.
#lead-drops
✓ Do post
Claim confirmation within 30 min
Status updates as you work the lead
✕ Do not post
Questions or general chat
"Good morning" type messages
#sdr-meetings-booked
✓ Do post
Every confirmed booking — full log format
Closer assigned + Calendly confirmation
✕ Do not post
"They seemed interested" updates
Partial or unqualified leads
#sdr-daily-standup
✓ Do post
Daily numbers by 9am — every day
Dials / conversations / bookings
✕ Do not post
Questions — use #sdr-questions
Wins — use #sdr-wins
#sdr-wins
✓ Do post
Strong quality bookings worth celebrating
Lead first name, ICP type, pain summary
✕ Do not post
Every booking — only genuinely strong ones
#sdr-questions
✓ Do post
Objections with full context
Process questions, tool issues
✕ Do not post
Questions answerable in this doc
#sdr-training
✓ Do
Read pinned messages in order
Watch training videos posted here
React ✅ when checklist complete
✕ Do not
Make first call before reacting ✅
Section 06
Daily Workflow SOP
What your day looks like, step by step.
Start of Day
Check Slack — read all channels, especially private lead channel and #sdr-daily-standup
Acknowledge any leads Grace tagged you in — reply in thread within 30 min
Post your daily standup in #sdr-daily-standup by 9am
Review active pipeline — who needs a follow-up today?
Check closer calendar for open slots before you start dialing
Active Calling Block
Work leads by temperature — hot first, then warm, then new
Research each lead before dialing — business type, ICP fit, likely pain
Run the full call script (Section 08) — no freelancing until you know it cold
Log every call immediately after — no batching
For interested but not-yet-booked leads: follow the cadence (Section 12)
Book only qualified leads — ICP, pain, decision maker, timeline confirmed
After booking: send Calendly link immediately, post in #sdr-meetings-booked
End of Day
Update pipeline status for every active lead
Set follow-up tasks for anyone needing a touchpoint tomorrow
Flag stuck leads in #sdr-questions
Confirm daily numbers posted in #sdr-daily-standup
Daily Minimums
Outreach attempts
20+
calls + voicemails per day
Live conversations
5+
minimum per day
Standup posted
9am
every day — no exceptions
Section 07
Lead Handling & ICP
Who we talk to. How we work them.
Ideal Client Profile (ICP)
Real Estate
Solo agent in a $500K+ market
Broker with a team of 3–15 agents
Top 10% earner who is scaling and the system is breaking
Local Service Businesses
HVAC, roofing, plumbing, electrical, cleaning
$1M–$5M/year in revenue
Owner-operator or small management team — decisions made fast
Lead Temperature
Temperature
What It Means
Action
HOT 🔥
Expressed pain, asked about solutions, responded positively
Call within 15 minutes
WARM
Fits ICP, no response yet
Work full outreach sequence
COLD
5+ touches, zero engagement, 3+ weeks
30-day long-term nurture only
NOT QUALIFIED
Wrong ICP, no pain, not a decision maker
Log and move on
When to Disqualify
Not in our ICP — wrong industry, too small, too large
No real pain identified after full discovery
Not a decision maker and cannot get you to one
Explicitly asked to stop contact — stop immediately
Disqualify Clean
Log as Not Qualified with the reason. Do not abandon without logging. A clean disqualification is not a failure — it's keeping the pipeline accurate.
Section 08
Full Setter Call Script
10–12 minutes. Run it like this every time.
Before You Dial
Know their business. Know their ICP bucket. Have the Calendly link ready. Have your log format open.
Minutes 0–2 | Open and Earn the Conversation
Goal: Get permission to ask questions. Do not pitch. Earn the next 2 minutes.
🎙 OPEN
"Hey [Name], this is [Your Name] — did I catch you at an okay time?"
// Pause. Let them answer.
"Quick question for you — I'm reaching out because [how you found them / what caught your attention]. Are you the right person to talk to about how you're currently managing your leads and follow-up?"
→ If NOT the right person: "No problem — who would be? Can you point me their way?" → If YES: Move to discovery immediately. Do not pitch yet.
Minutes 2–7 | Discovery — Ask in This Order
Goal: Let them describe their own problem. Use their exact words in your transition. Do not rush this section.
🔍 DISCOVERY
QUESTION 1
"Walk me through how you're handling leads right now — where are they coming from and what happens after they come in?" → Listen for: spreadsheets, disconnected tools, slow response, no system, manual follow-up → Flag anything over 15 min response time as real painQUESTION 2
"What's your typical response time from when a lead comes in to first contact?" → Over 15 min is pain. Over 1 hour is real pain.QUESTION 3
"Where do you feel like leads are falling off — getting them, engaging them, or converting them?" → Let them diagnose their own problem. Use their language in your transition.QUESTION 4
"What does that cost you roughly — in jobs or deals you're not closing?" → Get a number. Even an estimate. This goes directly into your handoff note.
Minutes 7–10 | Transition and Book
Goal: Mirror their pain back, position the call as a no-pressure next step, close on two specific times.
📅 TRANSITION
"Here's what I'm hearing — [mirror their words back]. That's actually exactly the problem our system is built to fix. I don't want to get into all the details because we have a specialist who does that — but what I can do is get you 30 minutes with them this week. No pitch, no pressure — they'll ask a few more questions and give you a real picture of whether it's even a fit. Does [day] or [day] work better for you?"
→ Offer two specific days. Not "when are you free?" → Confirm: name, email, phone, and send the Calendly link.
Minutes 10–12 | Close the Booking
✅ CLOSE
"Perfect — I'm sending you the calendar link right now. It'll have the time you picked and a short form so our specialist is prepped before they call you. Anything else you want them to know going in?"
→ Send Calendly link immediately after hanging up → Post booking in #sdr-meetings-booked right away → Tag the closer the meeting is assigned to → Log post-call notes (Section 13) before your next call
Tonality Rule
Confident, warm, and direct. You are offering access to something valuable — act like it. Never desperate. Never pushy. Never apologetic for calling.
Why they say it: Default shield — they don't know what you're offering yet. Not a hard no.
"Totally fair — can I ask, is that because the timing's off, or is managing leads and follow-up not something you're actively looking to improve right now?"
→ If timing: "Understood — when would be a better time to revisit this?" → If not a priority: "No problem at all." Move on. Don't beg.
"We already have a CRM"
▾
Why they say it: They think this is a tool sale. It's not — it's a system and execution problem.
"That's good to hear — most of the businesses we work with do. Usually the issue isn't the tool itself, it's whether the follow-up is actually happening consistently and whether response time is where it needs to be. Is that something you're happy with right now, or is there room to improve?"
→ If they say it's fine: qualify out if no genuine pain exists → If they hesitate: that hesitation is your opening. Book the call.
"How much does it cost?"
▾
Why they say it: Trying to pre-qualify or find an exit. You are not authorized to discuss pricing.
"That's actually something the specialist goes over with you — it depends on what you need and what you're currently losing. What I can tell you is most clients see it pay for itself in the first month. But that's exactly what the 30-minute call is for — they'll give you a straight answer. Does [day] or [day] work for you?"
→ Do not quote pricing. Ever. That is the closer's job.
"Just send me some information"
▾
Why they say it: Polite way to get off the phone without committing.
"Happy to — though honestly most of what we do doesn't translate well to an email. The specialist will cover everything in 30 minutes and you can ask questions live. It's way more useful than a PDF. If [day] doesn't work, what does?"
→ If they still insist: send the one-liner and book a follow-up. Do not disappear.
"I'm too busy right now"
▾
Why they say it: Genuine busyness or avoidance. Your response is the same either way.
"Totally get it — that's actually why most people we talk to are in the situation they're in. When things are busy, the cracks in the system get expensive fast. Is 30 minutes in the next two weeks realistic, or is there a better window?"
→ Give them an easy out. If they can't commit, get a specific future date.
"Who are you / how'd you get my number?"
▾
Why they say it: Surprise. Do not be defensive — earn the next 60 seconds.
"[Your name] from LeadFlow Collective — we work with [real estate agents / local service businesses] on their lead follow-up and CRM setup. I came across [your profile / your business] and thought there might be a fit. I'll be quick."
→ Do not over-explain. Do not apologize. Just earn the next 60 seconds.
Section 10
Warming Leads & No-Shows
The booking is step one. Getting them to show is your job too.
Confirmation Sequence
When
Action
Immediately after booking
Send Calendly link + confirmation text — same call
24 hours before the call
Send reminder text with day, time, closer name
1–2 hours before the call
Send day-of check-in text
If no reply to reminder
One confirmation call — short and warm
Confirmation Text (Right After Booking)
📱 Send immediately
"Hey [First Name] — you're locked in with [Closer Name] on [Day, Date] at [Time]. She'll call you at this number. The call runs about 30 minutes. I'll send you a reminder the day before. Any questions before then, just text me back here."
24-Hour Reminder
📱 Day before
"Hey [First Name] — quick reminder: you're on with [Closer Name] tomorrow, [Day] at [Time]. She'll call this number. Still good?"
Day-Of Check-In (1–2 Hours Before)
📱 Day of call
"Hey [First Name] — your call with [Closer Name] is about an hour away at [Time]. She's looking forward to it. Text me if anything comes up!"
No-Show Protocol
Tag Grace in private channel immediately — lead name + scheduled time
Send no-show text within 30 minutes
Set follow-up task within 24 hours if no reply
Log as "No Show" in your pipeline tracker
If still no response after 48 hours, flag to Grace
📱 No-show text
"Hey [First Name] — looks like we missed you for your call today. Totally fine — things come up. Want me to find you another time that works?"
Section 11
Appointment Standards
Qualify first. Book second. Never fill a calendar with garbage.
Qualification Checklist — Must Hit All 6
Check
What It Looks Like
✓ In our ICP?
Real estate agent/team in right market, or local service in $1M–$5M range
✓ Real pain?
They described a specific problem — slow response, lost jobs, broken follow-up
✓ Dollar figure on it?
They gave a number — even an estimate — of what it's costing them
✓ Decision maker?
Can say yes without needing three others to approve
✓ Contact confirmed?
Phone and email confirmed for the closer call
✓ Timing reasonable?
Can commit to a call within the next 2 weeks
What Is NOT a Qualified Booking
"Kind of interested" with no specific pain identified
Not a decision maker — will need to "check with" someone
Wrong ICP — residential, too small, wrong industry
No dollar figure — couldn't or wouldn't estimate the cost
Agreed just to get off the phone — no real engagement in discovery
Section 12
Follow-Up Framework
Most deals happen after touch 4. Most setters quit after touch 2.
Stop Following Up When
They say no. They ask you to stop. They are 30+ days cold with zero engagement. Not before.
Follow-Up Cadence
Timing
Action
Day 1
First outreach — call + voicemail + SMS
Day 2
Follow-up SMS if no response
Day 3
Second call attempt
Day 5
Check-in SMS — low pressure, new angle
Day 8
Re-engagement SMS
Day 14
Final near-term attempt — offer easy out
Day 30+
Monthly long-term nurture only
Day 2 Follow-Up SMS
"Hey [First Name] — [Your Name] from LeadFlow Collective. Just circling back on my message yesterday. Happy to keep it quick — worth a 10-min call this week?"
Day 5 Check-In SMS
"Hey [First Name] — [Your Name] again. Still exploring options or has the situation changed? No pressure either way."
Day 14 Final Attempt
"Hey [First Name] — I don't want to keep reaching out if the timing genuinely isn't right. If you're not looking at this right now, totally understand — just let me know and I'll stop bugging you. If things have changed and you want to revisit, I'm here."
Section 13
Post-Call Log Format
Fill this in immediately after every call. Do not batch log.
Non-Negotiable
Your post-call notes are what the closer walks into the room with. Vague notes = closer goes in blind. Missing notes = closer has nothing. Do this right every time.
Booked a meeting → post in #sdr-meetings-booked with the full format above. Include closer name and Calendly confirmation link.
Good Notes vs. Bad Notes
Good
Bad
ICP: HVAC, $2M/year, owner-operated
ICP: local service
Pain: "Leads take us 3–4 hours to call back and we're losing jobs to competitors."
Pain: slow follow-up
Cost: ~$15K/month in lost jobs
Cost: a lot
Decision maker: Yes — owner on the call
DM: yes
Booked: Yes — Thursday 2pm CT with [Closer]. Link sent.
Booked: yes
Section 14
Pipeline Stages
Track every lead. Know where everyone stands.
Contacted
Call made — left voicemail or spoke briefly. No discovery yet.
Qualifying
Discovery conversation in progress. Not yet booked.
Meeting Booked
Confirmed on closer's calendar. Closer assigned. Confirmation sent.
No Show
Did not attend. Follow-up task set within 24 hours.
Not Qualified
No real pain, wrong ICP, or not a decision maker. Log and move on.
Nurture
Interested but bad timing. 30–60 day follow-up task set.
The Rule
If you cannot tell me exactly where every lead stands and when the next touch is scheduled, your pipeline is broken. Fix it.
Section 15
KPIs & Scorecard
What gets measured gets managed.
Dials per day
20+
minimum
Conversations/day
5+
minimum
Appts/week
5
target
Show Rate
80%+
target
Post-call logs
100%
same day, every call
Standup posted
9am
every day, no exceptions
Performance Benchmarks
Status
Definition
On Track
Hitting daily minimums 4+ days/week, show rate above 80%
Needs Improvement
Missing minimums 2+ days/week or show rate under 70%
At Risk
Consistent low activity, poor quality bookings, show rate under 60%
Section 16
Quality Control
The standard we hold and the line we do not cross.
What Gets You Coached
Missing or vague post-call notes
Booking unqualified leads — no real pain, wrong ICP, not a decision maker
Not warming leads between booking and call
Not acknowledging a lead drop within 30 minutes
Not posting standup by 9am
Guessing at objections instead of posting in #sdr-questions
What Gets You Removed
Quoting pricing or making unauthorized promises
Booking meetings you know are not qualified
Fabricating activity numbers or call logs
Contacting leads who explicitly asked to stop hearing from you
Sharing scripts, lead data, or company materials outside the team
No-call no-show with no communication to Grace
The Standard
We coach first. We remove when a line is crossed that cannot be walked back. Bring questions to the channel. Bring wins to the channel. Bring honesty to everything.
Closer availability — check before calling, send after every booking
Google Meet
Team meetings, training calls, roleplay sessions
Google Drive
Shared resources, training materials, templates
Setup Checklist
Join the Slack workspace via link in your onboarding DM
Join all required channels: private lead channel, #sdr-meetings-booked, #sdr-daily-standup, #sdr-wins, #sdr-questions, #sdr-training
Set your Slack display name to your real first name
Bookmark the Calendly link — you send this after every single booking
Save Grace's contact number in your phone
Access Google Drive training folder via link in #sdr-training
Test Google Meet audio and video before first team call
Section 18
Templates Library
Swipe these. Then personalize every single one.
The Rule
Every message you send to a lead must be reviewed and personalized by you before it goes. Never send a template as-is.
First Touch SMS
📱 First contact
"Hey [First Name] — this is [Your Name] from LeadFlow Collective. We work with [real estate agents / HVAC companies] on their lead follow-up and CRM systems. Quick question — how are you currently handling leads after they come in? Worth a 10-min call this week?"
Voicemail Script
📞 Voicemail
"Hey [First Name], this is [Your Name] from LeadFlow Collective. Giving you a quick call — we work with [their business type] on their lead response and follow-up systems. I'll shoot you a text too so you have my number. No pressure — just want to see if it's worth a conversation."
Missed Call Text
"Hey [First Name] — tried you earlier but missed you. I'll try again tomorrow, or feel free to call or text me back. [Your Name] — LeadFlow Collective."
Re-Engagement (Cold Lead)
"Hey [First Name] — [Your Name] again. Been a few weeks. Checking in — still thinking about tightening up your lead system, or has the situation changed?"
Post-No-Show Re-Engage
"Hey [First Name] — missed you on the call today. Things happen — totally fine. Want to find a new time? Just give me a thumbs up and I'll grab you a new slot."
Confirmation Text
"Hey [First Name] — you're locked in with [Closer Name] on [Day, Date] at [Time]. She'll call you at this number. I'll send a reminder the day before. Any questions, just text me here."
24-Hour Reminder
"Hey [First Name] — quick reminder: you're on with [Closer Name] tomorrow, [Day] at [Time]. She'll call this number. Still good?"
Section 19
FAQ & Compliance
Questions you will have — and the rules we do not negotiate.
"What if they ask how much it costs?"
Do not quote a number. Use the objection response from Section 09. Redirect to the closer call — that is the only place pricing gets discussed.
"What if they want to see examples?"
Say: "The specialist on the call actually walks through examples that match your specific situation — it's more useful than a generic case study. Does [day] or [day] work?" Redirect to the booking.
"What if they completely stop replying?"
Run the full cadence in Section 12. At Day 30 with zero engagement, move to monthly nurture. Do not force it past that.
"What if they get angry or aggressive?"
Stay calm. Do not match their energy. Say: "I hear you — I don't want to waste your time. I'll take you off my list." Stop contact. Log it. Flag to Grace.
"What if they ask a technical question?"
Redirect: "Great question — that's exactly what the specialist covers on the call. I don't want to give you a half-answer. Does [day] or [day] work?"
"What if I get an objection not covered here?"
Post it in #sdr-questions with full context — what they said, what you said, what you did. This is how the team gets better.
Non-Negotiable Compliance Rules
If a lead asks you to stop contact, you stop immediately — no exceptions
You do not quote pricing or make financial promises — ever
You do not argue with leads — disengage and flag to Grace
You do not go dark without communicating to Grace in advance
You do not share scripts, lead data, or company materials outside the team
The Reminder
You are the first impression LeadFlow Collective makes on every prospect you touch. One bad interaction kills a deal before the closer ever gets on the phone. Bring your best to every call.
Opens with "Hey! I help businesses like yours scale revenue…"
Immediately pitches a service in the first message
Copy-paste energy — no personalization, nothing specific to them
Wall of text. Nobody is reading that.
Fake compliment followed instantly by a pitch ("Love your content! Want to 10x your leads?")
Uses words like "synergy," "scale," "optimize," or "leverage" in message one
Sending the same opener to 100 people and it shows
What Makes DMs Actually Convert
Feels like it came from a real person who actually looked at their page
Short. One or two sentences max to start.
Observational — references something specific to them
No ask in the first message. Just start a conversation.
Matches their energy and tone
Makes them curious enough to respond
Has zero desperation in it
How to Sound Human
💡 The Human Test
Before you send, ask yourself: "Would I actually say this to someone at a networking event?" If no — rewrite it.
→ Short sentences. Casual punctuation. Real observations. → Read it out loud. If it sounds like a brochure, it's wrong. → One idea per message. Don't cram everything in.
Personalization Standards
Before you DM anyone, spend 60 seconds on their profile. Find ONE real thing to reference. That's it.
What to Look For
How to Use It
Recent reel or post
Reference the topic or a specific detail from it
Their branding / aesthetic
"your branding is actually really clean" — specific and real
Their niche or market
Shows you know who they are before you reach out
A story they posted
Reply to the story — instant natural opener
Their bio / specialty
Reference their market, city, or specialty
Best Outreach Mindset
The Mindset Shift
You are not a salesperson sending DMs. You are a curious person who noticed something interesting about their business and wants to understand it better. The pitch doesn't exist until they've described a problem worth solving.
How to Transition Into Business Naturally
You never pivot hard into business. You let the conversation get there on its own through the right questions. The transition should feel like a natural continuation — not a gear shift.
✅ Natural transition
"are you mostly getting clients through instagram or do you have other stuff running too?"
// This feels like curiosity — not a segue into a pitch
❌ Hard pivot
"That's awesome! By the way, I help businesses like yours with their lead generation. Would you be open to a quick call?"
// This kills the conversation every time
Instagram DM Setter — DM2
Opening DM Scripts
Start conversations, not pitches.
Tone Rules
Casual. Short. Confident. Specific to them. No pitch. No ask. Just a conversation starter that makes them want to reply.
Real Estate Agents
📱 Compliment-based opener
"your content actually stands out compared to most realtors I see on here"
"random but your branding is honestly really clean — most agents look the same"
"saw your reel on the [neighborhood] market — that was actually helpful, not the usual fluff"
📱 Curiosity-based opener
"you mostly work buyers or are you doing more listings right now?"
"is [city] market actually cooling down or is that just the news?"
"do you work mostly referrals or are you running any ads?"
📱 Casual conversational
"lowkey been watching your page for a bit — you post more consistently than like 90% of agents I follow"
"not gonna lie your listing videos are way better quality than most I've seen"
Small Businesses
📱 Openers
"your page has a really clear vibe — what made you go with that aesthetic?"
"saw your [product/service] — how long have you been running this?"
"honestly didn't expect to find a [business type] with content this good lol"
"your reviews are kind of impressive — you running ads or is this all organic?"
Coaches & Creators
📱 Openers
"your content hits different from the typical [niche] stuff — what's your background?"
"genuinely watched like 4 of your reels back to back — the [topic] one was 🔥"
"do you do 1:1 coaching or is it mostly group stuff?"
"you've been posting consistently for a while — is instagram your main platform?"
Story Reply Openers
Story replies are the easiest natural opener — they already posted something, you're just reacting.
📱 Story replies
"okay that market update was actually useful lol"
"genuinely curious — how often does that happen?"
"that closing story was a vibe — how long did that one take?"
"is that [location/thing in story]? looks familiar"
Reel / Post Comment Transitions
Left a comment and they liked/replied? This is your DM in.
📱 Transition from comment to DM
"jumped in your DMs — saw you liked my comment on the [topic] reel. that content was actually solid"
"hey — left a comment on your post earlier, figured I'd DM instead so it doesn't get buried"
Follow-Up Openers (No Response Yet)
📱 Re-engaging after silence
"no worries if timing's off — just wanted to circle back real quick"
"hey — saw your new reel, still wanted to follow up from before"
"genuinely curious if you ever figured out [thing you asked about]"
Instagram DM Setter — DM3
Conversation Flow
Step-by-step framework from first DM to booked call.
1
Opener
Short, specific, no pitch. Goal is one reply.
2
Build Rapport
Match their energy. Keep it conversational. Show genuine interest.
3
Ask Questions
One question at a time. Let them talk. You're learning, not interrogating.
4
Identify Pain
Listen for friction. They'll tell you what's not working if you ask the right way.
5
Transition Naturally
Bridge from their problem to a solution — without it feeling like a pitch.
6
Soft CTA
Low-pressure ask. Make the call feel like the obvious next step, not a sales meeting.
7
Book the Call
Drop the Calendly link casually. Confirm quickly. Done.
Step 1 — Opener
Goal: One reply. That's it. Do not try to accomplish anything else with message one.
Do NOT introduce yourself in message one
Do NOT explain what you do
Do NOT ask if they're interested in anything
DO reference something specific about them
DO make it feel like a real human sent it
Step 2 — Build Rapport
They replied. Now keep the conversation going without making it weird. Match their energy — if they're casual, be casual. If they're professional, meet them there.
✅ Rapport building
Them: "thanks! yeah I've been trying to be more consistent with posting"
You: "it's showing — the reels especially. do you batch them or just film when you have time?"
// Keep them talking. You're learning about them.
Step 3 — Ask Questions
One question at a time. Never stack two questions in one message. Let silence work for you.
📱 Business discovery questions (casual)
"are you mostly getting leads from instagram or do you have other stuff running?"
"what's been working best for you lately for new clients?"
"do you handle all the follow-up yourself or do you have a team?"
"how's the pipeline been — staying pretty busy?"
Step 4 — Identify the Pain
They'll tell you what's broken if you're actually listening. Common signals:
What They Say
What It Means
"I'm pretty busy right now"
May not have systems — doing it all manually
"Mostly referrals"
No real lead gen system — dependent on word of mouth
"Follow-up is kind of all over the place"
Direct pain — exactly what we solve
"I need to get better at posting"
Inconsistent presence — may need infrastructure
"We lose a few leads here and there"
Revenue leaking — cost them to stay stuck
Step 5 — Transition Naturally
✅ Natural transition
"yeah that's actually the exact thing we work on — a lot of [realtors / service businesses] we talk to have the same issue with follow-up dropping off"
"that's kind of our whole thing actually — we build the system so that doesn't keep happening"
❌ Hard pivot — don't do this
"Oh interesting! So I actually work for a company that specializes in CRM solutions for businesses like yours. We've helped dozens of clients increase their revenue by 30%. Would you be open to hopping on a call?"
Step 6 — Soft CTA
Don't make the call sound like a big commitment. Make it the lazy, obvious next step.
📱 Soft CTA examples
"might honestly be easier to just show you over a quick call than explain it all here lol"
"we could probably map out exactly what's leaking in like 20 minutes"
"if you're even a little curious it's worth a quick chat — no commitment or anything"
Step 7 — Book the Call
✅ Drop the link casually
"here's our link — just grab whatever time works: [Calendly link]"
"shoot — here: [Calendly link] — super easy, just pick a slot"
Instagram DM Setter — DM4
DM Objection Handling
Low pressure. No desperation. Keep it moving.
The DM Objection Rule
In DMs, pushback is softer than on a call. Your response should always be lighter than the objection. Never match resistance with pressure. Match it with ease.
"I already have someone"
▾
Why they say it: They have an agency, a tool, or a VA. Doesn't mean it's working.
// ❌ Don't say: "Oh we're different though! Our system is proven to..."
"totally makes sense — out of curiosity is it actually getting the results you want or is it just kind of running in the background?"
→ Let them answer. If it's working, they're not your lead. If it's not — that's your in.
"Not interested"
▾
Why they say it: They've been pitched a hundred times. They're in defense mode.
// ❌ Don't say: "I totally understand but let me just show you..."
"no worries at all — is that more of a timing thing or just not on the radar right now?"
→ If timing: "totally — when would be a better time to revisit?" → If genuinely not interested: let it go. Don't push. Move on.
"Send me some info"
▾
Why they say it: Polite brush-off. They don't want to commit to a call.
// ❌ Don't send a pitch deck or a wall of text
"honestly it's kind of hard to explain in a paragraph — it's super customized to each business so the call is where it actually makes sense. what's usually your availability like?"
→ If they insist: send the one-liner only. Then follow up with a call ask.
"I'm really busy"
▾
Why they say it: Genuine or a soft no. Either way — make it easy.
"honestly that usually means it's the right time to look at this stuff lol — everything piles up when there's no system catching it. even 20 min?"
→ Keep it light. Don't pressure. Offer a low-lift option.
"How much does it cost?"
▾
Why they say it: Trying to qualify quickly or stall.
"depends a lot on what you actually need — the call is where we figure that out. what i can say is most people see it pay for itself pretty quick. worth finding out if it even makes sense first?"
→ Never quote pricing in DMs. That's the closer's job on the call.
"I get these messages all the time"
▾
Why they say it: They're tired of spam. Call it out directly — don't be defensive.
"yeah i get it — honestly most of them are copy paste nonsense. i actually looked at your page before reaching out, which is why i sent a DM at all. no pitch, genuinely just curious about how your [lead gen / follow-up / system] is running"
→ Disarm with honesty. Don't try to prove you're different — just be different.
Instagram DM Setter — DM5
Booking the Call
Make it feel like the obvious next step, not a sales meeting.
The Booking Mindset
You're not closing them into a call. You're making it easy for a curious person to get a clearer picture. Casual confidence. Zero pressure.
When to Transition to a Call
They've confirmed a real pain point — something that costs them
They're asking questions about what you do
The conversation has gone 4–6 messages deep and they're engaged
They've expressed any curiosity about results or outcomes
Do NOT transition in message 2 or 3 — too early
Do NOT transition before identifying any pain
Do NOT say "let me get you on a call with our specialist" — sounds corporate
Good Booking Transitions
✅ Casual and natural
"might honestly be easier to show you over a quick call than type paragraphs here lol"
"this is the kind of thing that takes like 20 min to explain and actually makes sense — you open to a quick chat?"
"we could probably figure out in one call if it even makes sense for you — no commitment or anything"
"i'd rather just show you than try to explain it all here — you got 20–30 min this week?"
Awkward Transitions (Avoid These)
❌ Sounds like a pitch
"I'd love to hop on a quick 30-minute strategy call to show you how we can help your business grow!"
"Would you be open to scheduling a consultation with our team to explore synergies?"
"Let me get you booked with our specialist — she'll walk you through everything."
// These all sound like a sales funnel. Don't do it.
Sending the Calendly Link
✅ Drop it casually
"here's the link — just grab whatever time works: [Calendly link]"
"shoot — grab a time here: [Calendly link] — literally just pick a slot, super easy"
"here you go: [Calendly link] — let me know if none of the times work and i'll figure something out"
After They Book
📱 Confirm immediately
"perfect — you're all set! [closer name] will call you at [time]. lmk if anything changes"
"locked in 👊 she's gonna love talking through this with you — see you [day]"
Calendly Link
calendly.com/grace-leadflowcollective/30min — have this ready to paste. Do not make them wait for the link.
Instagram DM Setter — DM6
Follow-Up Framework
Persistent without being annoying. Relationship-based, not robotic.
Stop Following Up When
They say no clearly. They ask you to stop. They've gone cold after 5 touches with zero engagement. Not before.
Follow-Up Cadence
Timing
Type
Goal
Day 1
First DM
Start a conversation
Day 3
Soft follow-up
Re-surface without pressure
Day 7
Story interaction
Like/react their story, then DM
Day 10
Re-engagement DM
New angle, new observation
Day 21+
Long-term nurture
Monthly check-in, no ask
Day 3 — Soft Follow-Up
"hey — didn't want my last message to get buried in the requests lol. still curious about [thing you asked]"
"no worries if timing's off — just wanted to circle back"
Day 7 — Story Interaction Follow-Up
"okay that [story topic] was actually interesting — [genuine reaction]"
// React to something real. Then naturally bring the convo back.
"hey — saw that story and wanted to follow back up from last week. still thinking about [topic they mentioned]?"
Day 10 — Re-Engagement with New Angle
"genuinely curious — have you tried running any kind of automated follow-up or is it still all manual?"
"saw a reel you posted about [topic] — that's literally what we help people fix. still worth chatting?"
Long-Term Nurture (Day 21+)
"hey — been a few weeks. how's [thing they mentioned] going?"
"just checking in — any updates on your end with [pain they mentioned]?"
// Monthly only. No ask. Just stay warm.
Instagram DM Setter — DM7
DM Setter Standards
The baseline. Non-negotiable.
Daily Outreach Goals
New DMs sent
20+
personalized, per day
Conversations active
10+
ongoing threads
Calls booked/week
5+
qualified, on calendar
Response Time Standards
Situation
Expected Response
Lead replies to your DM
Within 1 hour during business hours
Lead books on Calendly
Confirm immediately — same session
Lead asks a question in DMs
Same hour — don't let conversations cool
Lead replies after days of silence
Reply within 30 min — they're warm again
Personalization Standards
Spend minimum 60 seconds on their profile before sending any DM
Reference something specific — not just their name or niche
Never send the same opener twice in the same week to different people
Every follow-up must reference something new — a story, a post, a question
Follow-Up Limits
Scenario
Max Touches
No reply at all
5 touches over 3 weeks, then monthly nurture
Replied then went cold
3 re-engagement attempts, then monthly
Said "not now"
One check-in at 30 days, then monthly
Said "not interested"
One clarifying question. If still no, move on.
What NOT to Send
Pricing in DMs — ever
Voice memos without asking first
Long paragraphs in a first message
Links before rapport is established
More than one question in a single message
Anything that sounds like it was copied from a template
Anything you'd be embarrassed if Grace saw
Instagram DM Setter — DM8
Examples Library
Good DMs, bad DMs, and the rewrites that fix them.
How to Use This Section
Study the bad examples as hard as the good ones. Most setters fail because their DMs feel like the bad examples below — and they don't realize it.
❌ Cringe Outreach — What Not to Do
BAD — The Classic Spam DM
"Hello [Name]! I noticed your profile and I think I can help your business grow. We specialize in CRM solutions and lead generation for real estate professionals. Our clients typically see a 30-40% increase in conversion rates. Would you be open to a quick 15-minute strategy call this week? 😊"
// Everything wrong: formal, immediate pitch, fake friendliness, unspecific, wall of text
BAD — The Fake Compliment
"Love your content! 🔥 You're crushing it! Quick question — have you ever thought about scaling your business with a proven CRM system? We've helped 100+ agents just like you!"
"Hi! My name is [Name] and I work for LeadFlow Collective, a B2B sales infrastructure agency that builds done-for-you CRM systems specifically designed for real estate professionals and local service businesses. We've worked with dozens of companies in the $1M-$5M revenue range to increase their follow-up completion rates from 40% to over 85%. I'd love to learn more about your business and see if we'd be a good fit. Are you available for a 30-minute discovery call sometime this week or next?"
// Nobody read past the second sentence.
✅ Good DMs — What to Model
GOOD — Specific Observation
"your content actually stands out compared to most realtors I see on here"
// Short, real, specific to their identity. Invites a "thank you" or curiosity.
GOOD — Curiosity Question
"do you work mostly referrals or are you running any ads?"
// Business question that feels natural. Not a pitch. Gets them talking.
GOOD — Story Reply
"okay that market update was actually useful lol"
// Reacting to their story. Easy reply, no pressure, feels human.
GOOD — Full Conversation Example
You: "your branding is really clean — most HVAC companies look the same"
Them: "haha thanks! we've been working on it"
You: "it shows — are you mostly getting jobs from instagram or do you have other stuff running?"
Them: "mostly google and word of mouth. instagram is newer for us"
You: "how's the follow-up running — you handling that yourself?"
Them: "yeah it's kind of all over the place honestly"
You: "lol yeah that's usually where the money leaks. that's actually what we help with — might be worth a quick chat if you're curious"
// Natural. No pitch. Conversation found the pain organically.
❌ → ✅ Rewrites
Original (Bad)
Rewrite (Good)
"We help real estate agents scale their business with our proven system"
"are you mostly getting clients through instagram or do you have other stuff running?"
"I'd love to set up a discovery call to explore how we can help!"
"might be easier to just show you on a quick call honestly lol"
"Our clients see 30-40% more conversions using our CRM"
"most people we work with are losing jobs just from slow follow-up — is that ever an issue?"
"Hello! I noticed your profile and wanted to connect"
"random but your listing reels are actually way better than most agents I see"
Instagram DM Setter — DM9
Mindset & Psychology
Why most outreach fails — and how you avoid it.
People Buy Emotionally
No one wakes up excited about a CRM. They wake up stressed about the jobs they're losing. The clients that didn't call back. The follow-up they forgot. Your job is to surface that — not pitch features.
The Shift
Stop selling a product. Start helping someone name a problem they already have. The sale happens on its own from there.
Conversations Over Pitching
The best setters ask more than they talk
You should learn more about them in the first 5 messages than they learn about you
Every question moves them closer to articulating their own pain
Pitching before understanding = automatic disqualification
Confidence vs. Desperation
Confidence Looks Like
Desperation Looks Like
"no worries if timing's off"
"I really think this could help you!"
Moving on after 5 touches
Sending 10 follow-ups in 2 weeks
Asking one question and waiting
Sending three messages before they reply
"let me know if you're ever curious"
"please just give me 15 minutes 🙏"
Qualifying them out if no fit
Pitching everyone regardless of fit
Energy Matching
Read their tone before you reply. If they're short — be shorter. If they're playful — match it. If they're formal — meet them there. Never impose your vibe on theirs.
💡 Energy matching examples
They write: "lol yeah it's kind of a mess tbh"
You write: "lol yeah that's honestly super common — what's the biggest piece that's broken?"
They write: "We've been focused on building out our systems this quarter."
You write: "Makes sense — what's been the priority for the follow-up side of things?"
// Match their formality level every single time
Curiosity-Based Selling
The most effective DM setters are genuinely curious. They want to understand the business, the problem, the person — before they ever mention a solution. That curiosity is felt on the other side of the screen. It's what makes the conversation feel real.
Why Most Outreach Fails
Pitching before building any rapport
Generic messages with no personalization
Making the first message about you, not them
Following up with pressure instead of value
Treating every lead the same regardless of their situation
Giving up after 1–2 touches
Sending walls of text that nobody reads
The Standard
High-performing setters aren't pushy. They're patient, curious, and confident. They let the conversation do the work. They qualify in and out fast. They follow up without fear. They don't beg — they offer value and move on if it's not the right fit.
The DM is the door. You open it.
The conversation is the path. The call is where it closes.