Sales Playbook
Your complete guide to selling AI chatbots from lead to close
1. Ideal Customer Profile (ICP)
Who are your perfect customers?
Target Markets:
- Marketing agencies with 5-50 clients - Looking to add AI services to their offering
- Digital consultants - Wanting to expand into AI solutions
- Entrepreneurs - Seeking passive SaaS income streams
- Web design agencies - Upselling existing clients
- Business coaches & consultants - Adding high-value services
Key Pain Points:
Tired of one-time project fees, seeking predictable monthly income
Demand for AI solutions but no way to deliver them
Don't have the resources or expertise to build from scratch
Can't spend months building infrastructure
2. Lead Qualification (BANT)
Qualify leads using the BANT framework
Budget
Can they afford $297-997/mo?
"What's your current marketing budget?"
Authority
Are they the decision maker?
"Who else is involved in this decision?"
Need
Do they have clients who need chatbots?
"Are your clients asking for AI solutions?"
Timeline
Ready to start within 30 days?
"When do you want to launch your first bot?"
3. Discovery Questions
Uncover needs and pain points
Ask These Questions:
- "How many clients do you currently serve?" - Reveals scale opportunity
- "What services do you currently offer them?" - Identifies upsell potential
- "Have any clients asked about AI or chatbots?" - Confirms demand
- "What's your average monthly retainer per client?" - Pricing anchor
- "How do you currently handle after-hours inquiries?" - Pain point discovery
- "What would an extra $5,000-10,000/month in recurring revenue mean for your business?" - Dream building
- "If you could add one service that clients would pay for immediately, what would it be?" - Validation
Pro Tip:
Listen more than you talk. The best sales conversations are 70% prospect talking, 30% you asking questions and confirming their needs.
4. Objection Handling
Turn objections into opportunities
Objection: "It's too expensive"
Response: "I understand. Let's do the math together. If you charge just ONE client $297/month for a chatbot (which is low - most charge $500+), that covers your entire subscription. Every additional client is pure profit at 85%+ margins. If you have 10 clients, that's $5,000/month in revenue for a $297 investment. That's a 16x ROI. How is that expensive?"
Key: Show the math. One client pays for the whole subscription.
Objection: "I'm not technical"
Response: "Perfect! That's exactly why we built this platform. You don't need to be technical. Our no-code bot builder is designed for marketers and agencies. You can create a fully functional chatbot in under 10 minutes. We handle all the tech - hosting, updates, security, scaling. You just focus on selling to your clients."
Key: Emphasize no-code, we handle the tech, quick setup.
Objection: "My clients won't pay for this"
Response: "I hear you. But here's what we're seeing: Businesses are ALREADY paying for chatbot solutions - Drift charges $2,500/month, Intercom is $1,000+. When you position this as AI automation that captures leads 24/7 and saves them money on customer service, $297-500/month is a no-brainer. We'll give you case studies showing 3x ROI in the first 60 days."
Key: Show competitor pricing, emphasize ROI, provide proof.
Objection: "What if it breaks?"
Response: "Great question. We maintain a 99.9% uptime SLA with enterprise-grade infrastructure on Cloudflare. All bots include 24/7 monitoring and automatic failover. Plus, you get white-glove support - if anything goes wrong, we fix it immediately. Your clients will never know you didn't build it yourself."
Key: SLA guarantee, enterprise infrastructure, support included.
5. Demo Script (20 Minutes)
Structure your demo for maximum impact
The Hook - Show the Money
Goal: Get them excited about the revenue opportunity BEFORE showing the platform.
"Before I show you the platform, let me show you what agencies are making with this. Our average partner has 8 active chatbot clients. They charge $497/month per client. That's $3,976/month in recurring revenue. Their cost? $297. Profit: $3,679/month at 92% margins. And that's just chatbots - they upsell voice bots, smart websites, and more."
Platform Walkthrough
Goal: Show how easy it is to create and deploy bots.
- Dashboard: "This is your command center. All your clients in one place."
- Bot Builder: "Watch me create a bot in 2 minutes..." (actually build one live)
- White-Label: "Your logo, your colors, your domain. Clients never see our name."
- Analytics: "Real-time metrics your clients will love - conversations, leads captured, ROI."
- Integrations: "Connects to every CRM, email tool, calendar - your clients already use."
Pricing and Close
"So here's how the pricing works: $297/month gets you unlimited bots, unlimited clients, white-label everything. Most agencies are profitable on client #1. Do you have at least one client who'd pay $500/month for this?"
[Wait for yes] "Perfect. Let's get you set up today so you can pitch them this week."
6. Follow-Up Sequence
Nurture leads who don't buy immediately
Day 0 - Immediately After Demo
AUTOMATEDSend demo recording + trial link + calculator showing their potential revenue
Day 1 - Check-In
PERSONAL"Hey [Name], just wanted to check if you had any questions about what we covered yesterday. Have you tried building a test bot yet?"
Goal: Answer questions, remove friction
Day 3 - Social Proof
AUTOMATEDSend case study: "Agency adds $8K/month in 90 days" with exact playbook they used
Day 7 - Final Offer
URGENT"[Name], your trial expires in 24 hours. I'd hate for you to lose access. If you sign up today, I'll personally help you onboard your first client. Deal?"
Scarcity + personalized bonus = conversion
7. Closing Techniques
Seal the deal with confidence
Assumptive Close
Act as if they've already decided to buy.
"Great! So let's get your account set up. Which plan works best for you - the Agency plan at $297 or the Pro plan at $497? Most agencies start with Agency and upgrade as they scale."
Limited-Time Offer
Create urgency with time-sensitive bonuses.
"If you sign up today, I'll throw in three done-for-you bot templates worth $497, absolutely free. But this offer expires at midnight tonight. Can I get you set up now?"
ROI Guarantee Close
Remove all risk with a guarantee.
"Here's my guarantee: If you don't land at least ONE client paying $500/month within 60 days using our platform and sales materials, I'll personally refund your entire subscription. You literally can't lose. Sound fair?"
Quick Reference
Target ICP:
Agencies with 5-50 clients wanting recurring revenue
Avg. Deal Size:
$297-997/mo subscription
Demo Length:
20 minutes (5-10-5)
Follow-ups:
Day 0, 1, 3, 7
Ready to Close More Deals?
Use this playbook to turn leads into paying customers