How To Become A Master Of The DMs

Developing A Bulletproof DM Mindset:

● Attached vs Committed - don’t be attached to the outcome. Be cool & chill like you are
with your friends. Being attached to the outcome causes you to be thirsty and repels
people away. Be cool as a cucumber.

● Keep the conversation alive.. You are responsible! - You gotta follow up & ask good
questions. HOWEVER, once you have discovered their problem and dug into their pain,
book that call ASAP - don’t drag it on (see next principle)

● IPD - Interest (Goals), Problem, Desire - Whenever a prospect starts talking about
these is when you advance them to a call… never skip the problems though. A prospect
not present to his pain will never buy

● Once people start asking you questions… jab, jab, left hook. - Pepper them with 1-2
value adds and ask for the call. If they’re asking questions, it is usually because A) you
piqued their interest or B) you got them present to their problems and they see you as an
authority who can help them solve. This is JUST where you want them.

● Have a long-term mindset - it takes time to nurture leads and move them through the
pipeline. BE PATIENT. Leads you outbound now likely won’t turn into a booked call for
6-8 weeks. Outbound builds your pipeline and gets prospects into your nurturing system
so they are layups for your sales team.

● Emotional Intelligence - Success in the DMs is all about developing emotional

intelligence and intuition. This takes time to master and can only happen by having more
conversations. Commit to master, do the work, you will have success.
Start Your Day With Gratitude:
● Write down something that you love about each one of the people you are talking to
because your feelings betray you

● If you’re feeling overwhelmed, these people can become just a number to you but it’s
important to let go of that because you are not your feelings.

● If your thoughts are not grateful ones then you will start to resent DMs...but they are the
oxygen of your business and so you have to be grateful for them and the opportunity
they provide

● PRO TIP: watch testimonials of clients from the service you sell - get present to the
transformation. Realise it’s not about you and feel gratitude that you sell something that
genuinely impacts lives.

Conversation Rules:
1. Ask for permission or notify you sent a DM by replying to comments on 2-step
posts
a. Anytime you/your entrepreneur posts marketing and asks people to comment for
a lead magnet or for a guide, either ask for permission to send a DM or let them
know you send a DM - test both and see what gets the best conversions for you
as this varies between niches
b. “Awesome, can I send you a pm? :)”
c. “Love it! Just sent ya a DM”

2. Have laser focus.

a. Be clear about what you are up to in the DMs and always ask thoughtful
questions and give meaningful responses

3. Talk about what & why, not how.

a. To position yourself as the authority in the inbox, you will need to provide value to
your prospects and educate them.
b. When doing this, always talk about what & why - what they need to do & why
they need to do it
i. E.g. you need to do a pre-call ritual before each sales call so you don’t
bring last call’s bullshit into this call’s bullshit. You start fresh, and get
present so you can dance in the conversation and serve your prospect at
the highest level. If you don’t do this, you’ll be ok till you have a bad call.
You fail to overcome an objection, you feel disempowered, then you bring
that into the next call and you wonder why this prospect doesn’t close. Do
a pre-call ritual to solve this
ii. Notice how I don’t say how to conduct the pre-call ritual? This is what you
share in the paid program or on the sales call. Right now, your prospects
are not getting the result they want and they don’t know why - they are
 unconscious to it. You provide value and build authority by revealing why
they are where they’re at.

4. Edify, edify, edify.

a. Acknowledge & show appreciation. Make the prospect feel heard and recreate
them (see our sales training)

5. Don’t be afraid to lovingly call prospects out

a. If you don’t call prospect’s out on their behaviour, they will keep acting how they
are acting and they will show up this way in your program. Example - prospect
reschedules call 2x and you don’t call them out for it. Is this person going to buy?
Unlikely. And if they do, you think they’re gonna show up to the coaching calls?
Hell no. You have to be the one to call them out and ask them if they are really
serious about this. (see scripts in follow up section)

6. Make statements.
a. It is not only important to ask good questions in the DM (and throughout your
entire sales process), it is essential. However, ask too many questions, or poorly
timed questions, and you can turn into an interrogator as opposed to a trusted
advisor.
b. How to avoid talking to your prospects like they are the prime suspect in an FBI
investigation?
c. Make statements. You do not always need to ask a question to keep the
conversation going. It’s also important to make statements relating to what they
said, and acknowledge and edify them. More often than not, they will reply
because you came across as a genuine, authentic person.
d. *see vault for examples*

7. Vary your content.

a. Even though you are a setter and likely working in your business owner’s
account, don’t be afraid to send voice notes and videos to prospects and be
authentic. It’s 2021. You have to do something different to cut through the noise.

Pitfalls of the DMs:

● Having unrealistic expectations.
○ It takes a while to grow your audience and move people from interest to desire.
Leads you talk to now will come back weeks and months down the road if you go
for the relationship.

● Asking too many questions.

○ Again, this is NOT an interrogation.

● Leading with a call too soon.

 ○ Prospects are smarter than ever and they can see through their bullshit just
trying to get them on a call so you can sell them. You need to come from a
relationship-building and adding value approach to warming up the prospect.
This includes dropping niche-specific assets and video trainings that can add
value to the problem they are currently facing

DM Intentions:

1. Establish A Genuine Connection (trust)

a. Respond like a genuine friend/mentor. be the Yoda to their Luke Skywalker, the
Dumbledore to their Harry Potter

2. Qualify:
a. Finances
b. Mindset
c. Commitment

3. Add Value & Position Yourself As The Expert (authority & credibility)

4. Gather Intel & Get To The Core Of Their Problem

5. Identify Pain Points

a. What have they done to try to solve this already?
b. What are the consequences of them not solving this?

6. BOOK CALLS ;)

Lead Types:
● Using a SOP like the one below allows you to categorise leads types as you have a
conversation & tag in the CRM.
● This helps the sales rep get some intel on the prospect before their call. They may
change the tag as they gather more info on the call too
● This also allows you to easily see who is not a good fit and who needs more nurturing in
your marketing

● A Lead → Lead has the money, committed and good goals.

● B Lead → Lead has the money but needs to move funds. Not as ready
but still committed.

● C Lead → Really motivated and wants it but doesn't have the money
yet.
 ● D Lead → Broken mindset or doesn't have the money

● E Lead → Someone who just puts ZERO for available funds in booking
link qualifiers or just has a curious/broken mindset.

8-Step Flow To Effortless Bookings:

● You do not need to ask ALL these questions. 1-3 from each section is enough.
Often prospects will answer other questions in their responses too
● Use their responses to organically ask the next question. Be a real human. Don’t
be a robot.

1.Outreach/Initial Message:
● Inbound (DM, friend request, group request, IG follow):
○ Great to connect with you brother! Curious, how’d you find me?

○ Thanks for the [follow/message/friend request]. Curious, what inspired you to

connect?

We do this to have the prospect reveal their path to finding us or already begin to sell
themselves on what they like about us by asking why did they connect. (granted, some
people will reach out as they’re trying to sell YOU, but for the most part this is extremely
effective). Once we know where they came from & what they like, we can understand
their psychology and see if they know anyone else we helped (often that’s how these
people will find you) - this builds A LOT of trust. [example - Andrew - Shawn/Reuben]

○ “Wave”
○ Hey {NAME}, just added you back!
○ Grateful to get connected with you🙏

● Outbound:
○ When doing outbound, refer to our ultimate outbound guide.
○ You want to use a combination of personalised videos & voice notes to get best
response rates
○ Remember, by adding prospects as friends & into your FB group, you are
accelerating the nurturing process and can use a different approach
○ When outbounding prospects you added as friends, leverage some common
interest or something on their profile that really stood out to you - 1000s of people
are sending messages just like you everyday vying for attention so you MUST
standout - examples:
■ For prospects that post often in a group you’re both in:
 ● Hey [name], noticed we’re both part of [xyz group] - loved your
post about… The part about [xyz] really resonated with me so I
wanted to connect
■ Works well for biz owners with professional banners:
● Hey hey [name], love your fb banner - your graphic designer is
definitely working overtime on that one;)

2.Rapport & Interest:

● So what do ya do for work right now? What’s bringing you joy?
● What got you into that?
● How did you get into [high ticket closing/coaching/real estate etc]?
● Why do you enjoy [high ticket closing/coaching/real estate etc]?

3.Current Situation & Qualifying:

● What niche are you in?
● How do you help your clients?
● What transformation do you provide?
● What outcome do you deliver to your clients?
● What’s the price of your offer?
● What do you sell & how much for?
● How many are you selling per month?
● Where are you financially in your business right now?
○ How much revenue are you doing?
○ How much Cash collected per mo? (sales reps to ask on call only)
● How are you spending your time right now?

4.Vision & Goals:

● Where do you want to be in the next 90 days?
● Where do you want your team to be?
● Where do you want your energy and finances to be?
● How do you want to be spending your time?
● What’s your motivation behind this?
● Why do you want to do x? (build a team, make 100k, get yourself off sales calls etc)
● What’s that gonna make available to you?

It’s CRITICAL to edify & recreate throughout (obvs less than you would in a phone
conversation), but especially during the vision section.

5.Challenges:
● What’s stopping you from achieving those goals?
● Where do you feel your biggest challenge is right now?
● What’s stopping you from fulfilling on this vision?
● How long have these challenges been going on?
 ● What happens if you don’t solve this is the next 30 days?
● What impact have these challenges been having on other areas of your life?

6.Solving:
● What have you tried to solve for this before?
● Have you bought any programs to help with x before?
○ How much were the programs?
■ Looking for their price awareness & buying threshold here. Have
they bought things in the price range of your offer before?
○ What did you like/not like about them?
○ What results did you get?
■ Big red flag if they got no results - why did you get no results?
● Are they blaming the program?
● Did they take no action?
● If that’s the case, they are likely a nightmare client and not
going to get results in your program
● Have you tried to do x before? (e.g. recruit sales people before for our offer)
○ What did you do when you tried to solve for x?
○ How did that go for you?
○ So why not just do that again?
● What’s stopping you from doing y?

7.Commitment & Authority:

● Where do you need help from us?
● How do you think I can help you with this?
● Why are you ready to do something different this time? (if they have done a DIY
version before)
● Why are you committed to solving this problem?
● What happens if you don’t solve this problem?
● Why do you feel I’m the person to help you with this?
● Why work with me? There are plenty of people out there that solve this problem, so why
do you want my help?

8.Transition To Call:
● Okay awesome, you open for a call tomorrow to see if there’s any synergies between
us?
● Okay fantastic, I’ve helped [insert number] of people just like you achieve [y result].
Would love to see how I can add some value to you to help you achieve [xyz goals they
mentioned earlier in the convo], you down for that?
● I love that, let’s book a call in tomorrow to see how I can help:)

Technical Tricks To Avoid Getting Banned By The Mighty Zuck:

● No more than 10 outbound DMs/new conversations per hour
● Add people as friends before messaging/follow them if on IG
 ● Use facebook accounts that have been on the platform for years - avoid making new
accounts for DMing because you will get banned
● If your account is maxing out, do not make a new account for business. Instead, have
your setters message from their accounts and have them brand their profile to represent
your business properly

Using Humour:
● Humour breaks the ice and builds rapport. Use it to your advantage.
● Make jokes where appropriate
● Send Gifs (ghost gifts for some follow ups can be pretty effective on the beginner-
intermediate avatar, NOT on advanced)
● Emojis
● Type of vocabulary (lol, ya, bro, brother, man, sis, sister, i’m down →
depending on demographics, use this sort of language throughout your
convos to sound casual)

When & How To Follow Up:

Follow Up Principles:

1. Don’t be a thirsty ass hoe

a. Chasing repels prospects! Yes, follow up every 24-48hrs but the content matters.
Ever dated a guy/gal who hits you with the “wyd” or “how’s your day?” texts every
4hrs every. Damn. day? Compare this with the guy/gal who asks you thoughtful
questions or sends you links to songs or books you’d like but they only text you
every 1-3 days… who do you want to go out with? Why?

b. It’s the same thing with prospects. Hit them with “you there?” (or even worse just
“?”), or “how’s your week going?” every 12-24hrs... you probably get some lack
lustre responses, am I right?

c. Now, imagine the difference if you sent them a personalised voice note or video
and send them access to a resource that can help them get a quick win in an
area they’re struggling in right now… can you see the difference?

2. SEND & UNSEND!

a. We live in the beautiful age of social media. Fortunately, Mark Zuckerberg’s
design team invented the “unsend message” feature on IG & FB - TAKE
ADVANTAGE OF IT. Chances are, they’ve not noticed your message. They’re
not ignoring you hunny.

b. If a prospect hasn’t seen your message and it’s been over 24hrs, unsend and
send - repeat on 24hr cycles till they read it
 c. If they have read it, you can unsend & send again, or you can check in to see if
they’ve watched the training yet. “Hey hey [name], how’s the training I sent
over?”

d. If they ghost again: “yo [name], you had chance to implement that training yet?
Correct me if I’m wrong, but usually when I send this fire training over to
someone and they haven’t implemented it by now, it either means they aren’t
that serious about their goals or that they struggle with time management. Which
is it for you? Because if you aren’t that serious, we can part ways as friends and
you can always hmu if you need help in future. But if it’s the time management,
let me know and we can book 20mins with my operations manager to review
your calendar and help you produce a breakthrough in time.
1. This way, you can get them on a call ASAP, give them some value
and get them committed to having the time to put into the
program, as someone like this is going to have a timing/I’m too
busy objection, so you need to surface & block it now. If it comes
back up at the close, now you created a seed you can anchor
back to (more on this in a later training)

Follow-Up Scenarios:
● During DM convo before digging into problem & commitment:
○ Keep it casual - to below in order of priority. Don’t try another one until 24-72hrs
have passed.
■ Unsend & send
■ Reply to their story
■ Send a gif
■ Send a resource - hey [name], i know we’ve not spoken much so I don’t
know exactly what problem you have in your biz right now, but we’ve
helped a lot of clients this week on [xyz problem] to get [xyz result] with a
training we made. Want me to send it over?

● During DM convo after: digging into problem & commitment:

○ Send value-add resource relevant to problem (see next section for script)

● Call booking link dropped but call not booked yet:

○ Hey [name], noticed you not booked in yet. Usually when people leave it this long
to book it means they’re not serious… it’s my job to separate those who are
curious from those who are serious. So if you’re serious and you want the help
then great and if not, no hard feelings, I can send you a free training and stay
friends. So which one is it?

● Between calls 1 & 2 and 2nd call is already booked:

○ Send homework
 ● Follow up after call 2:
○ Send value-add resource (see next section for script)

DROPPING VALUE-ADD RESOURCES

● These are one of the most powerful tools in your toolbelt and often neglected by the
competition. They also help accelerate nurturing.
● The goal is to have your entrepreneur develop a vault of resources that help solve for a
variety of problems that your avatar faces (have them leverage the “why not how”
principle to build some of these resources)
● Drop these resources by sending either of a:
○ Voice note
○ Personalised video
● When you have assets in multiple formats (video, audio, book), as prospects if they
prefer to listen, watch or read content (this is high-level stuff). We do this so the
prospect can absorb the info better and they will get more value out of it and want to
book a call
○ Hey [name], I know you said you were struggling with [xyz problem] earlier, I
have a couple of resources that could help with that… do you prefer to read,
watch or listen to learning material? Want to make sure you can get the most out
of it:)

● Value-add follow up (either after calls 1 or 2 to book the second call, or during a
DM convo to book triage): (voice note or video)
○ Hey [name], I know you said you were struggling with [xyz problem], well we
created a training this week that we already implement with our paying clients
and it helped them achieve [xyz result]. I’m not attached to us working together
but I am committed that we can help you get a breakthrough in this area so I’m
gonna drop that training for you here and let’s schedule 15mins this week to help
you implement and get the most out of the resource. I have [insert 2 times] which
works best for you? *drop training link*

Things To Avoid:
● Using language like “still open” e.g. are you still open for a call this week?
○ This gives them an out and seeds doubt in their mind
○ Instead say: let’s book that call in this week - I got x & y time, which works for
you?
■ See how there’s no out in that example?