social-media

Discovery Sales Script for Social Media Management

This script is designed for your sales reps to use during a discovery call with a local business lead (e.g., a restaurant owner) who has a weak web and social media presence but is interested in exploring your digital marketing services. The goal is to build rapport, uncover pain points, align on needs, and transition into presenting tiered options with a detailed agile backlog-style task breakdown. The script assumes a 30-45 minute call and incorporates consultative selling principles to make the prospect feel heard and empowered.

Keep the tone conversational, empathetic, and value-focused. Listen actively, probe gently, and avoid pushing too hard—let the prospect guide toward the quote. At the end, pitch the small, medium, large commitments as flexible packages based on monthly hours at $125/hr, framing them as scalable starting points.

Script Structure

• Opening (Build Rapport: 5-7 minutes): Greet, confirm interest, and set agenda.
• Discovery (Uncover Needs: 10-15 minutes): Ask open-ended questions to identify gaps in their current setup.
• Value Alignment (Educate & Qualify: 5-10 minutes): Share insights on how your services address their issues, then introduce the agile backlog.
• Pitch Tiers (Present Options: 5-7 minutes): Offer small, medium, large packages with breakdowns.
• Close (Next Steps: 3-5 minutes): Handle objections, propose a quote, and schedule follow-up.

Platform-Specific Tweaks for Social Media Management

Based on the discovery sales script we developed, here are targeted tweaks to customize it for managing LinkedIn, TikTok, and Instagram profiles for a local restaurant client. These adjustments focus on platform nuances—LinkedIn for professional networking and B2B (e.g., events, partnerships), TikTok for viral, short-form fun content, and Instagram for visual storytelling and community engagement. I've updated the agile backlog for each, keeping the $125/hr monthly rate. Use these in the "Value Alignment" section of the script, swapping in the relevant backlog during the call. The tiered packages remain the same but can be pitched with platform-specific examples (e.g., "For TikTok, the medium package amps up Reels for quick viral hits").

Incorporate these tweaks conversationally: "Since your restaurant shines on [platform], here's how we'd tailor our backlog to maximize it."

Sales Rep Script

[Opening]

"Hi [Prospect's Name], this is [Your Name] from BUILD then MARKET. Thanks for taking the time to chat today. I understand you're looking to strengthen your restaurant's online presence—maybe ramp up social media to attract more local customers? Before we dive in, can you tell me a bit about what's prompted this interest right now?

[Listen and paraphrase: e.g., "Sounds like your current posts aren't driving the foot traffic you'd like."]

Great, to make this call valuable, I'd like to spend a few minutes understanding your setup, share how we've helped similar restaurants, and outline some options with a clear task breakdown. If it fits, we can discuss a customized quote. Sound good?"

[Discovery]

"Let's start with your current presence. What platforms are you active on—Instagram, Facebook, TikTok, Google My Business?

[Probe: How often do you post? Who's handling it now? What's working well, and what's not?]

I see—many local spots like yours have a basic profile but struggle with consistent, engaging content that turns likes into reservations. Can you walk me through a typical week: How much time do you or your team spend on social media? What goals do you have, like increasing followers, bookings, or reviews?

[Deeper probes: What's your target audience—locals, tourists, families? Any specific challenges, like low engagement or outdated website links? Budget-wise, what are you thinking for monthly investment?]

From what you've shared, it sounds like [summarize pain points, e.g., 'inconsistent posting is missing opportunities for specials and events']. We've seen restaurants boost reservations by 20-30% with targeted strategies—does that align with what you're aiming for?"

[Value Alignment]

"Based on similar clients, our approach focuses on building a strong, authentic voice that drives real results. We handle everything from strategy to execution on a monthly retainer at $125 per hour, tailored to your needs.

Prospects like you often want a clear roadmap, so we structure our work as an agile backlog—a prioritized list of tasks we tackle iteratively, reviewing progress bi-weekly to adjust based on performance data.

Here's a sample backlog for a restaurant's social media management. We can customize this during our kickoff:

Agile Backlog Task Breakdown (Prioritized Epics and Stories)

• Epic 1: Strategy & Setup (Month 1 Focus)

  • Audit current profiles and competitors (2-4 hours): Review posts, engagement, and suggest optimizations.
  • Develop content calendar (4-6 hours): Plan 4-6 weeks of themes tied to your menu, events, and local trends.
  • Brand voice guidelines (2 hours): Create tone, hashtags, and visual style docs.

• Epic 2: Content Creation & Posting (Ongoing)

  • Weekly posts (4-8 hours/month): 3-5 high-quality posts per platform (e.g., Instagram Reels of daily specials, Facebook stories for promotions).
  • User-generated content curation (2-4 hours/month): Repost reviews, tag customers, encourage shares.
  • Graphics & visuals (4-6 hours/month): Design custom images/videos using tools like Canva or Adobe.

• Epic 3: Engagement & Growth (Ongoing)

  • Daily monitoring & responses (4-8 hours/month): Reply to comments, DMs, and reviews within 24 hours.
  • Targeted ads setup (4-6 hours/month, if opted in): Boost top posts to local audiences (ad spend separate).
  • Analytics reporting (2-4 hours/month): Monthly dashboard on metrics like reach, engagement, and traffic to your site.

• Epic 4: Optimization & Scaling (Months 2+)

  • A/B testing (2-4 hours/month): Experiment with post types and timings.
  • Integration with web/e-commerce (2-4 hours/month): Link social to online ordering or reservations.
  • Quarterly strategy refresh (4 hours/quarter): Adjust based on performance and seasonal changes.

This backlog is flexible—we prioritize based on your input and sprint through it in 2-week cycles, with transparent tracking via tools like Trello or Asana. Total hours depend on the package you choose, but it's all billed monthly at $125/hr with no long-term lock-in."

[Pitch Tiers]

"To give you options that fit your stage, we offer three commitment levels: small, medium, and large. Each is a monthly retainer based on estimated hours, so you can scale up or down as needed. Think of them as starter packs—pick what feels right, and we'll refine from there.

Here's a quick comparison:

Package	Monthly Hours	Estimated Cost	Key Focus	Ideal For
Small	10-15 hours	$1,250 - $1,875	Basic maintenance: Content calendar, 2-3 posts/week, daily monitoring, monthly report. Covers Epics 1-3 minimally.	Businesses testing the waters, with limited budget but wanting consistent presence to build momentum.
Medium	20-25 hours	$2,500 - $3,125	Enhanced growth: All small features plus graphics creation, targeted ads setup, engagement boosts, and A/B testing. Full Epics 1-3, intro to Epic 4.	Established spots ready to amplify reach, like driving event bookings or seasonal promotions.
Large	30+ hours	$3,750+	Comprehensive scaling: All medium features plus deep integrations (e.g., web links, e-commerce ties), advanced analytics, and quarterly refreshes. All epics fully activated.	Ambitious owners aiming for rapid growth, like expanding to multiple locations or heavy ad campaigns.

Which of these resonates most with your goals? For example, if you're focused on quick wins like more reviews, the small package could be a great entry point."

[Close]

"Any questions on the backlog or packages? [Address objections, e.g., 'We can start small and adjust after the first month.']

If this aligns, I can send a formal quote and proposal by [tomorrow/next business day]. How about we schedule a quick follow-up call next week to review it?

Thanks for your time—excited to help elevate your restaurant's online game!"

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Tips for Sales Reps

• Customization: Tailor the backlog examples to the prospect's specifics (e.g., emphasize TikTok for a trendy restaurant).
• Objection Handling: If they push for lower rates, highlight value: "At $125/hr, you're getting expert strategy that frees your time for operations—many clients see ROI in weeks."
• Empowerment: Frame tiers as choices: "You're in control—start where you're comfortable."
• Follow-Up: Always email a summary post-call, including the backlog and tier table for reference.
• Metrics: Tie back to their goals; use free tools like Google Analytics to baseline their current performance during discovery.

Social Media Strategy & Community Management

social media scenario, focusing on a LinkedIn-heavy B2B or IG/TikTok-heavy B2C service

Scenario 6: Organic & Paid Social Strategy (The "Brand Authority" Audit)

• The Persona: "Derek," CEO of a boutique Professional Services firm (e.g., an Architecture firm or a specialized HR Consulting group) in the NY/NJ area.
• The Goal: Derek wants to stop "posting just to post." He wants to become a Thought Leader on LinkedIn and attract high-ticket clients. He also wants a small Facebook/IG "Retargeting" ad spend to keep his brand in front of people who visited his site.
• Budget Anchor: $3k–$5k/month.

Outreach Script Preview (The Hook):

"We’re great at what we do, but our LinkedIn page looks dead. I want to build a real presence that brings in actual B2B leads, not just 'likes.' We also want to start showing ads to people who have already visited our website. Do you handle the content creation, and how do you measure the 'ROI' of social media?" In this scenario, we are testing the competitor's ability to bridge the gap between Creative Content and Data-Driven Lead Generation.

Since you run an agile firm, you want to see if they are just "posting for likes" or if they understand the Social-to-CRM pipeline. For a boutique professional services firm like an Architecture or HR group, the strategy must be sophisticated—less "influencer" and more "industry authority."

Scenario 6: Organic & Paid Social Strategy (The "Brand Authority" Audit)

• The Persona: "Derek," CEO of a boutique Professional Services firm (e.g., Architecture or HR Consulting) in the NJ/NY area.
• The Goal: Move away from "dead" social pages. Derek wants a LinkedIn strategy that attracts high-ticket B2B clients and a "Retargeting" ad setup (Meta/LinkedIn) to stay top-of-mind for warm leads.
• Budget Anchor: $3k–$5k/month.

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The Outreach Script (Email / LinkedIn Message)

Subject: Inquiry: Social Media Growth & B2B Retargeting for [Company Name] "Hi, I’m the CEO at [Company Name]. We’re doing great work, but our social media presence (specifically LinkedIn) doesn’t reflect our expertise—it looks a bit stale. I’m looking for a partner who can take over our organic strategy to help build my personal brand and our company authority. Beyond just posting, I’m interested in 'Retargeting'—I want people who visit our website to see our case studies on their feeds later. Do you handle the content creation (writing/design) and the ad management? I'd love to know how you prove that social media is actually contributing to our lead pipeline. Best, Derek."

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The "Deep-Dive" Secret Shopper Questions (For the Phone/Zoom Call)

1. The "Thought Leadership" Test (Content Strategy):

• Question: "I’m very busy. How much of my time will you need to make me look like an expert on LinkedIn? Do you interview me, or do you just ghostwrite based on what you find online?"
• What to look for: A high-end boutique will suggest Content Extraction (a 30-min monthly interview). Low-end firms will say "We'll just post industry news," which has zero ROI for authority building.

2. The "Technical Retargeting" Test (Dev/Pixels):

• Question: "How does the 'Retargeting' part actually work? Do you need to put code on my website, and how does that affect my site's privacy policy or loading speed?"
• What to look for: This is your "Developer" trap. Listen for Meta Pixel, LinkedIn Insight Tag, and CAPI (Conversion API). If they don't mention CAPI, they are behind on 2024/2025 privacy standards (iOS14+ impacts).

3. The "Algorithm IQ" Test (Platform Knowledge):

• Question: "Should we be doing TikTok or X (Twitter), or just stay on LinkedIn? Everyone tells me video is king, but I don't want to dance on camera."
• What to look for: A pro will focus on Platform-Specific Format (e.g., LinkedIn Document Carousels or short-form "Expert Commentary" video). They should prioritize where the clients are, not just what's trendy.

4. The "Lead Attribution" Test (Analytics/Biz Dev):

• Question: "If someone clicks a post on LinkedIn and then calls my office three days later, will your reports show me that?"
• What to look for: Listen for UTM tracking and CRM integration (e.g., HubSpot or Salesforce).

5. The "Paid vs. Organic" Balance (Finance/Stakeholders):

• Question: "Can we grow just with organic posts, or am I going to have to spend a fortune on ads to be seen?"
• What to look for: They should explain the "Inbound" (Organic) vs. "Direct" (Paid) balance. Organic builds trust; Paid accelerates reach.

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How to Grade Them (Your Internal Research)

Metric	Red Flag (The "Post-Bot")	Green Flag (The "Growth Studio")
Content Creation	Uses generic stock photos/AI captions.	Conducts interviews to capture your unique voice.
Ad Strategy	"We just hit the 'Boost Post' button."	Uses specific Custom Audiences and Retargeting layers.
Reporting	Measures "Likes," "Shares," "Followers."	Measures CTR, Cost Per Lead (CPL), and Pipeline Value.
Technical	Confused by "Pixel" or "CAPI" talk.	Explains the impact of cookies and server-side tracking.

Why this matters for "Build Then Market"

Most social media firms can't code, and most engineering firms can't write a compelling LinkedIn post. As an agile tech firm owner, you can bridge this. Your "Market" arm can say: "We don't just post; we install the technical tracking (CAPI) that ensures your ad spend isn't wasted, and we use agile sprints to test which content topics actually convert."

Does Scenario 6 give you enough depth for the Social Media audit? If so, we have three marketing/biz-dev scenarios left:

1. SMS Marketing 2. Content & Copywriting (SEO focus) 3. Analytics, CRO & Data Visualization. Which would you like to tackle next?