Settings to use
Open Settings, Agent tab. Set Industry to Agency and Personality to Direct: short and plain, and it gets to the question. Your leads run businesses and read texts between jobs.
With Industry set to Agency, the setter already knows the basics of your world:
- The lead is usually a business owner.
- It knows what matters here: what they sell, roughly how many leads or customers they get now, and what is broken about how they get them. It asks about one, then offers times.
- Scope and price come from the call, never from the setter.
Qualification questions
Paste these into Qualification questions, one per line. The setter asks one of these per conversation, the one it needs to book, then offers two times. A money question always comes last.
- Roughly how many new leads or customers do you get a month right now?
- What do you sell, and who usually buys it?
- What part of getting customers isn't working right now?
- Have you worked with an agency before?
Objection playbook
Paste these into Objection playbook and replace anything in square brackets. On a real objection the setter first asks one short question to find the actual reason, once per conversation. The next turn it answers from your entry in one sentence and offers two times again.
- Price: Scope decides it: what you sell, where the leads come from and how fast you want to move. The call is where the team prices it for you.
- Burned by an agency before: Ask the team for results from clients like you on the call. You decide after that.
- Send me something first: The call is the short version, and it's specific to your numbers. If it's not a fit, the team will say so.
- We do marketing in-house: Plenty of teams do. You leave the call with a read on what's working and what isn't, whatever you decide.
- Do you work with [your niche]: [Yes, and roughly how many clients like them you have, or No].
A sample thread
What a booked thread looks like with these settings. Each setter line goes out as its own text. The lead raises a trust objection, so the setter spends its one probe on it.
- Lead: hi saw your ad. we're a roofing company and leads have dried up
- Setter: Dried up is the thing we fix
- Setter: Roughly how many leads a month are you getting now?
- Lead: maybe 15, used to be 40
- Setter: 15 from 40 is a real drop. Mon 1pm or Wed 10am CT?
- Lead: we got burned by an agency last year tbh
- Setter: What would you need to see before a call felt worth it?
- Lead: real numbers from other roofers
- Setter: Ask the team for roofing results on the call, then decide
- Setter: Mon 1pm or Wed 10am CT?
- Lead: wed
- Setter: Wed 10am CT, locked in
- Setter: Who do I put it under?
- Lead: Dave
- Setter: Thanks Dave. What's a good email to shoot the invite to?
- Lead: dave@example.com
- Setter: I'll send the invite there. See you Wed
What to leave out
Three things that cost agency threads the booking, and what the setter does about them already.
- Retainers and package prices you do not want said by text. Anything in your playbook can be quoted.
- Guarantees. The setter never says a result is guaranteed and never calls one client's result typical.
- Replies to other agencies. A vendor pitching you by text is not a lead: the setter sends one neutral line and does not offer times.
Questions people ask
- What happens when another agency texts us a pitch?
- The setter treats a vendor or partnership pitch as not a lead. It answers with one neutral line, asks nothing and offers no times.
- Should I put my retainer in the playbook?
- Only if you want it quoted by text. With Industry set to Agency, the setter treats scope and price as a call topic and names what the price depends on instead.