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Jace Web Design
Sales Script and Process
Use this page as the current internal script and handoff process. Keep conversations simple, focused on trust and lead quality, and always move to a clear next step.
Script
Sales Script
Opening
Before you dial
Pull the owner's first name off the site, Google Business profile, LinkedIn, or Facebook. Every call opens with their name. If you genuinely cannot find it, skip to the fallback below.
Standard opener (owner's name known)
"Hey, is this [Owner First Name]? Awesome, this is [Rep Name] with Jace Web Design. I know I'm calling out of the blue, so I'll keep it quick."
"Most of the businesses we work with had a hard time with [outdated look / losing leads to competitors online / mobile traffic not converting / showing up on Google] before we built or upgraded their site. When I pulled up [Business Name], I noticed a few of those same things."
"So how are most of your new customers finding you these days?"
Fallback (owner's name unknown)
"Hey, this is [Rep Name] with Jace Web Design. Who am I speaking with?" Then: "Appreciate it, [Name]. Are you the owner, or is there someone else I should be pointing this at?"
If they push back or ask why you're calling
"Fair question. I pulled [Business Name] up online and noticed a couple things that are probably costing you new customers. Figured it was worth 30 seconds to point them out. Worst case, you've got a second set of eyes on the site."
If it's not the owner
"Got it. Who handles the website and how the business shows up online? I'd rather talk to the right person the first time."
Discovery Questions
Work 2 to 4 in naturally. Keep them open-ended and let them do the talking.
- "How are most of your new customers finding you these days? Google, referrals, social, or something else?"
- "What's your current site doing for the business as far as bringing in leads?"
- "When a new customer lands on the site from their phone, what's the experience like?"
- "What would you want the site to do better for [Business Name]?"
- "Who's been handling the site for you?"
- "If we could fix one thing about how the business shows up online, what would make the biggest difference for you?"
Value Statement: Be the Specialist
They should hang up feeling like you can fix anything on their site.
"Of course, that's actually my specialty. Between the designer I work with and the sites we've built, we've handled just about every version of that. Whatever it is, we fix it or build around it."
"The goal isn't to build something overcomplicated. It's making [Business Name] look sharp, current, and easy to trust the second someone lands on it."
Hold Pricing Until After the Demo
Do not quote package prices on the cold call. Let them see the quality on the demo first, then hit numbers. If they press for a price upfront, use:
"Good question. I don't want to throw a number at you before I know what you actually need. That's how people end up overpaying or underbuying. Give me 10 minutes on the demo and I'll show you exactly what it looks like for your situation."
Internal Price Reference (do not volunteer on cold calls)
Starter $899 (40% deposit $360), Business $1,599 (deposit $640), Growth $2,499 (deposit $1,000). Custom Systems starts at $3,500+ by quote. Keep in sync with the Pricing page.
Package Recommendation (on the demo)
"Based on what you've told me, [Starter / Business / Growth] is where businesses like yours usually land. I'll show you what's included and what it looks like live. From there you can tell me what makes sense."
Close: Assume the Sale
No permission-seeking. Move to calendar.
"Here's what we'll do. Let's get 10 to 15 minutes on the calendar so I can show you a couple examples and exactly what this would look like for [Business Name]. Does later today or tomorrow morning work better?"
"Perfect, I'll send the calendar invite over now. Before we hop off, what's the one thing you'd most want to see so I can pick the best demo for [Business Name]?"
Capture before hanging up
- Best email and best number to reach them
- What the business actually does day to day
- Top 1 or 2 things they want the site to do better
- Any competitors or sites they like the look of
- Whether they've had a site built before and how that went
Pass all of that straight into the demo notes so the closer (or you, if you're running the demo) can choose the best example to show.
Objection Responses
"We already have a website."
"Most of who we work with does. It's rarely starting from scratch. Usually it's cleaning up what's already there so it actually converts the traffic you're getting."
"We don't need anything fancy."
"Agreed, and that's not what we build. Clean, professional, fast, easy to use. That's the whole playbook."
"It's too expensive."
"Fair enough, and that's exactly why I don't want to guess at a number right now. Let's get the demo done so you see the quality first, then I'll match the right package to what makes sense for you."
"Just send me info."
"Happy to, but an email won't land the way 10 minutes on a screen will. Let me pick the best demo for [Business Name] and show you live. If it's not a fit after that, I'll send over whatever you want."
"Let me think about it."
"Of course. What specifically are you wanting to think through? The timing, the cost, or whether it's the right fit? Nine times out of ten I can answer it right now and save you the back-and-forth."
"I'm not interested."
"Totally get it. Before I let you go, is it the call itself, or that a website upgrade isn't on the radar right now? I ask because the demo's free, and most of the time it shows people something they didn't realize was costing them leads."
Closer's Toolkit
Deal Flex: Your Call Up to $300
You have full authority to move up to $300 of total value on any Starter, Business, or Growth deal. Use it however it helps you close: a discount, a value-add, or a mix of the two. Your call, no check-in required.
Ways to use it
- Up to $300 off list price to get the deal over the line.
- Up to $300 in included value-adds (extra page, added feature, etc.).
- A mix of both (for example, $150 off and $150 in value-adds).
- Lean on it when it actually moves the deal. Full price is still the goal.
Guardrails
- Anything beyond $300 in total flex, loop Jace in for a quick custom number.
- Non-standard or custom scope, same deal: send it to Jace for the quote.
- Drop the flex details in the request form so the build team has the same info you do.
Process
The Flow: Cold Call to Close
Keep it tight. Intro, build value, set the demo. Everything else happens on the demo.
1. Intro (cold call)
- Owner's name in hand before you dial.
- "Hey, is this [Owner]? Awesome, this is [Rep] with Jace Web Design…"
- Assume the problem. Name what you saw on their site.
- Open the conversation with an open-ended question. No yes/nos.
2. Build value (discovery)
- 2 to 4 discovery questions to surface what's actually costing them leads.
- Be the specialist. Use lines like "that's actually my specialty."
- Frame the site as a trust and lead tool, not a brochure.
- Hold pricing. The demo sells the price.
3. Set the demo and close the call
- Assume the sale. "Here's what we'll do. Let's get 10 to 15 minutes on the calendar…"
- Offer two windows, pick one, send the invite.
- Capture basic needs so the closer can pick the best demo and not walk in blind:
- Best email and number
- What the business actually does
- Top 1 or 2 things they want the site to do better
- Competitors or sites they like
- Previous site history (if any)
- Self-generated demo? Still grab the info above so you can choose the best demo for their situation instead of walking in cold.
4. The demo (present, close, collect)
- Confirm needs and scope out loud.
- Walk through 1 or 2 relevant examples.
- Recommend the package, then present the price.
- Handle objections (use the flex if it helps the deal).
- Ask for the 40% deposit. Assume the sale.
- Collect all info and assets.
5. Handoff to Jace
- Submit the request form with full scope and any flex applied.
- Email assets to jace@jacewebdesign.com.
- Jace confirms timeline and pricing with the client, then begins the build.