1) Pipeline Setup (Your single source of truth)

Build one simple pipeline that matches how Brava sells. This keeps you focused, removes guesswork, and makes results measurable.

Pricing Frame: “Minimum Wage Hire Without Payroll”

Core framing (simple): “Brava is priced like hiring a minimum-wage employee — except you don’t add payroll, taxes, benefits, training time, or turnover risk. For most businesses, it’s $2,500/month, and you’re getting a dedicated Business Health Strategist operating inside your business to identify blind spots, stabilize operations, and improve execution.”

Why this lands:

no payroll burden (taxes/benefits/workers comp)

no recruiting/training cost

no turnover risk

immediate structure + accountability

a system that improves the entire team, not just one role

Pricing note (must be included): “Pricing is $2,500/month for most businesses. If the business is larger than 50 employees, pricing can increase based on team size and complexity.”

BUILD ONCE

Pipeline Stages (use these)

REQUIRED

Keep stages minimal so your pipeline stays clean.

Lead Identified

Contacted (Touch #1 sent)

Conversation Started (they replied / engaged)

Intro Call Booked

Trial Month Offered

Trial Month Active (Test Run Month)

Proposal / Agreement Sent

Closed Won (Paid engagement started)

Closed Lost (or Not Now)

Required Fields (per lead)

TRACKING

If you capture these, you can improve fast.

Company name + industry

Primary contact name + title

Contact channel (email / LinkedIn / referral / phone)

Next step + due date (always set one)

Notes: pain signals, objections, what matters to them

Rule:

Never end a touchpoint without scheduling the next touchpoint.

Common failure (do not do this)

“I’ll follow up next week” with no date, no task, no reminder. That’s how pipelines die.

2) Weekly Sales Cadence (Your non-negotiable rhythm)

This is how you avoid feast-or-famine. You do the same simple actions every week, then let compounding do the work.

WEEKLY

Weekly Minimums

DO THIS

Add new leads to pipeline (batch it)

Touch every lead with a next step due this week

Book intro calls (protect calendar blocks)

Run follow-up sprint (older leads first)

Focus:

You are building a system, not chasing a mood. Consistency beats intensity.

Weekly Review (10 minutes)

EVERY FRIDAY

Ask these questions and take quick action.

What stage is clogged?

Who needs a follow-up touch?

Where are calls getting stuck?

What is the ONE improvement for next week?

Decision rule: If it’s not moving forward, it moves to a follow-up date. No open loops.

3) Trial Month = Test Run Month (How you remove risk)

The trial month is not a discount month. It’s a structured “test run” that proves value quickly and sets up the long-term engagement.

POSITIONING

What it is

A focused month to run the Brava operating system once: Business Evaluation → insights → action plan → early implementation support.

What it isn’t

A vague “let’s see how it goes.” No drifting. No “free consulting.” It has clear scope, deliverables, and outcomes.

What it sets up

A repeatable monthly rhythm going forward—so the business feels consistent support, not random bursts.

Trial Month Deliverables

DO NOT SKIP

Business Evaluation launch + completion plan

Owner Insight Report delivery

Action Blueprint (priorities + next steps)

Implementation support kick-off

End-of-month “continue / expand” plan

What to say (mini script)

SIMPLE

“Let’s do a trial month as a test run. We’ll run the Brava system once—Business Evaluation, owner report, and a clear action blueprint—then we’ll decide what ongoing support looks like. It’s the fastest way to prove value without you committing long-term blindly.”

Goal of the script:

Remove fear + create structure. You’re offering clarity, not pressure.

4) A–Z Outreach & Conversion System (From First Touch to Signed Client)

Same playbook — just cleaner on the page. Open only what you need. This section covers who to contact, what to say, how to reach the decision-maker, the meeting flow, and how to close.

A–Z

Quick Start (Use this first)

“Quick question — are you more focused on growth right now, or tightening internal operations and reducing friction inside the team? We work with business owners to identify hidden operational blind spots and implement structure that improves clarity, execution, and retention. If it makes sense, I’d love to explore a short conversation to see if there’s alignment.”

Who to Contact First Owner, Ops, HR, assistant — fastest path to the decision-maker

Priority targets

Owner (ideal)

COO / Operations Manager

HR Director (secondary)

Executive Assistant (gatekeeper)

Rule:

You are not pitching “wellness.” You are exploring internal friction + operational blind spots that cost money.

Gatekeeper Scripts “What is this regarding?” + how to get routed correctly

If they ask: “What is this regarding?”

“Nothing crazy — we work with businesses to identify operational blind spots and internal friction that impact productivity and retention. I’d love to briefly explore whether it’s even worth a conversation with [Owner Name]. If it’s not a fit, totally fine.”

If they try to keep you at HR only

“HR is absolutely part of this, but the work touches operations and leadership execution too. Who would be the best person on your side for that — the owner or operations lead?”

If they say: “Send info”

“Happy to — what’s the best email? Also, so I send the right thing, is [Owner Name] primarily focused on growth right now, or tightening internal bottlenecks?”

The Perfect Brava Intro (Short + Strong) What to say so it sounds premium, calm, and legit

30-second description (use this)

“Brava is a Business Health Strategist system. We run structured evaluations to uncover what’s actually slowing performance down — burnout and turnover risk, leadership trust, workflow waste, operational risk signals, missed revenue, and compensation/growth gaps. Then we implement a monthly operating rhythm to fix what’s broken — with accountability and follow-through.”

Positioning line (keep it low-pressure)

“Right now we’re just exploring whether there’s even alignment for a simple test run month. If it’s not a fit, we’ll know fast.”

Intro Call Script + Talking Points Exact flow: diagnose → reflect → trial month offer

Call structure (20–30 min)

1) Context (3 min) “Goal is simple — understand where friction exists and see if structured support makes sense.” 2) Diagnose (10–15 min) • What’s currently slowing the business down? • Where do you feel internal misalignment? • What’s the cost if nothing changes? 3) Reflect (3–5 min) “So what I’m hearing is…” 4) Trial month offer (3–5 min) “Best next step is a structured 30-day test run.” 5) Next steps (2 min) Schedule + confirm who owns what.

Questions that convert

“What’s the cost of this problem if nothing changes?”

“Where do you feel the most friction operationally?”

“If we fixed one thing first, what would matter most?”

“Are you open to a structured trial month test run?”

Closing + Next Steps What to say if they say yes, or if they want time

Transition into the trial month (say this)

“Rather than you committing long-term blindly, we run the Business Evaluation once, deliver the Owner Report, create a clear Action Blueprint, and begin early implementation. Then you decide based on real data. Would you be open to running that test month?”

If they say yes immediately

“Perfect. I’ll send the onboarding email today with your evaluation access links and company code. We’ll set your welcome call and map out the 30-day timeline.”

If they say: “I need a few days” (do not let it drift)

“Totally fair. Before we pause — what specifically are you unsure about? Timeline? Budget? Internal bandwidth?” (Handle objection) Then: “Let’s set a firm decision call for [date]. That way this doesn’t just drift.”

Commitment frame (keep it simple)

Best for

Local credibility and rapid trust.

Weekly action

Attend 1 event/month and set 5 follow-ups.

What to say

“What’s the #1 thing slowing your business down right now?”

Pick 2 rule:

Choose two engines that fit your personality + market. Run them weekly for 8 weeks before you judge them.

6) Follow-Up System (How you win without pressure)

Follow-up should feel helpful, not salesy. Your job is to keep the conversation moving and reduce friction.

FOLLOW-UP

Touch Pattern (simple + repeatable)

TEMPLATE

Touch #1: Quick intro + one question Touch #2: Short follow-up + permission-based nudge Touch #3: Add value (insight / pattern you see in businesses) Touch #4: Clear next step (book call / trial month option) Touch #5: “Close the loop” message (Not now vs later)

Permission-based nudge example:

“If this isn’t relevant right now, totally fine—should I circle back in a month or two?”

What to say (mini scripts)

READY

When they go quiet: “Quick bump—still worth exploring, or should I close this out for now?” When they say “not now”: “No problem. What would need to change for this to become a priority?” When they say “we’re busy”: “That’s usually the signal. If you’re busy, bottlenecks cost more. Want a trial month test run to identify what’s actually slowing things down?”

Do not chase

Follow-up is firm, calm, and structured. If it’s a “no,” you document it and move on.

The “Professional Help” Comparison (Doctor/Mechanic/Dentist) — Exact Objection Reframe

“Quick question — if you need a doctor or dentist, do you do your own medical or dental work on yourself… or do you go to someone who does it every day and knows exactly what they’re doing?” “Same thing with a car — if there’s a complex problem, or even just a tune-up to make sure everything is running right, you take it to a mechanic.” “Brava is that for your business operations and team health — it’s not because you’re doing something wrong. It’s because having an expert inside the business to spot blind spots and tune the system is how you avoid bigger problems and keep performance high.”

Use this when the owner is skeptical, minimizing issues, or saying “we’re fine.”

7) Intro Call Flow (Keep it clean)

Your call is not a presentation. It’s a guided diagnosis that naturally leads into a trial month test run.

CALL

Call structure (20–30 min)

FLOW

3 min: context + goal of call

10–15 min: ask about pain + constraints

3–5 min: reflect back what you heard

3–5 min: propose trial month test run

2 min: next steps + schedule

Questions that convert

ASK THESE

“What’s the cost of this problem if nothing changes?”

“Where do you feel the most friction operationally?”

“If we fixed one thing first, what would matter most?”

“Are you open to a structured trial month test run?”

Reminder:

You are not “selling.” You’re diagnosing, clarifying, and offering a structured solution.

8) Health Coach Layer (Build trust while staying business-first)

Brava is business health. But the human layer matters. Your check-ins can include wellness and personal growth without turning it into therapy or clinical advice.

HUMAN

Where it fits (keep it contained)

SAFE

Pulse checks

1:1s with employees (short + structured)

Manager / owner meetings (high-level wellbeing + capacity)

What to ask (simple + appropriate)

PROMPTS

“How’s your energy been lately—are you running on empty?” “What’s been stressing you most at work or outside work?” “What would make this month feel easier or more sustainable?” “Do you feel supported by your team right now?”

Boundary

Never diagnose or treat. Keep it supportive, practical, and refer out when needed.

Commitment Pricing Language (3 vs 6 months)

“For most businesses, this is $2,500/month — and I want you to think of it like having a minimum-wage employee’s cost in your business, without adding payroll, taxes, benefits, or turnover.” “If you’re over 50 employees, we adjust pricing based on complexity and coverage — because it becomes a larger operating system.” 3-month = stabilization + foundation 6-month = transformation + sustained systems

9) KPI Tracking (Measure what matters)

You don’t need a complicated dashboard. You need a few numbers you review weekly so you can adjust fast.

METRICS

Weekly KPIs

REVIEW

New leads added

Touches sent

Replies / conversations started

Intro calls booked

Trial months launched

Interpretation (so you know what to fix)

DIAGNOSE

If leads are up but replies are low → your message needs tightening. If replies are up but calls are low → your ask is unclear. If calls are up but trial months are low → you’re not framing the test run strongly. If trial months are up but closes are low → strengthen reporting + next-step offer.

Weekly promise:

You will always know what lever to pull next.

Objection: “Not interested” / “We’re fine”

Acknowledge “Totally fair — and I respect that.” Reframe with a reality check question (exact wording) “Let me ask you something though — if I asked all of your employees today if everything is perfect here… like there are no problems, no challenges, no system issues that make their job harder… and there isn’t anything they’re not telling you that could be affecting your bottom line, productivity, and the way the business functions…” “Do you think they’d all say everything is perfect?” Tie to outcomes “Most owners are surprised by what they learn, not because they’re doing a bad job — but because employees don’t always say the hard stuff out loud until there’s a safe structure.” Close to next step (free trial) “That’s exactly why the 30-day test run exists. We run the Business Evaluation, we identify blind spots, implement early fixes, and you can decide with real data if ongoing support makes sense.”

10) Follow-Up System (No Deal Left Behind)

Follow-up is a service, not a “sales tactic.” Your job is to keep every real opportunity moving forward with calm, consistent touchpoints.

FOLLOW-UP

Follow-up cadence (simple rule)

CADENCE

You do not “check back randomly.” You follow a repeatable rhythm that creates momentum without pressure.

Day 0: Touch #1 (first contact)

Day 2: Touch #2 (permission-based nudge)

Day 5: Touch #3 (value / insight)

Day 9: Touch #4 (clear next step)

Day 14: Touch #5 (close-the-loop)

Day 21: Touch #6 (one more value / observation)

Day 30: Touch #7 (final loop-close + “not now vs later”)

Golden rule:

Every touchpoint must end with a next step (a question, a decision, or a scheduled follow-up date).

Touchpoint types (use these)

VARIETY

Rotate touch types so follow-up feels human, not robotic.

Email

LinkedIn message

Text

Voice note

Article insight (short takeaway + why it matters)

Personal observation (pattern you see in businesses like theirs)

Avoid:

Over-explaining. Over-writing. Over-giving. The touchpoint is a bridge to a conversation, not a full report.

CRM-style checklist (every time)

Log the touch (channel + quick note)

Update pipeline stage

Set next step + due date

Add any pain signals or objections

Confirm who owns the next move (you or them)

30-Day Follow-Up Map (copy/paste framework)

Day 0 — First contact (one question + one clear next step) Day 2 — Permission nudge (“Worth a quick convo or should I circle back later?”) Day 5 — Value touch (insight + one sentence why it matters) Day 9 — Clear ask (book call / trial month test run) Day 14 — Close-the-loop (not now vs later) Day 21 — Human touch (voice note / personal observation) Day 30 — Final loop close (“Should I close this out or set a date to reconnect?”)

11) The Brava Sales Pipeline (Start to Finish)

This pipeline keeps your process clean and repeatable. Every stage has a purpose, clear actions, and a simple definition of “success.”

PIPELINE

Stage 1: Prospect identified

START

Goal: Identify a business with real operational friction.

Actions: Add to pipeline + capture owner/contact + quick notes.

Success: Lead is logged with a next-step date.

Stage 2: First contact

TOUCH

Goal: Start a real conversation with one clear question.

Actions: Short message + ask growth vs bottlenecks question.

Success: They reply or engage.

Stage 3: Conversation booked

BOOK

Goal: Get a 20–30 minute intro call on the calendar.

Actions: Confirm time + send a 1-sentence agenda.

Success: Call booked + confirmed.

Stage 4: Discovery complete

DIAGNOSE

Goal: Clarify pain, constraints, and priority.

Actions: Ask cost-of-inaction + friction questions.

Success: They agree the problem is real and worth solving.

Stage 5: Free trial offered

TEST RUN

Goal: Position the trial month as a structured test run.

Actions: Explain deliverables + timeline + expected outcomes.

Success: They agree to run the trial month process.

Stage 6: Trial active

PROVE

Goal: Show measurable clarity and early wins.

Actions: Run evaluation → insights → blueprint → implementation kickoff.

Success: Owner sees “what’s broken” clearly and wants continuation.

Stage 7: Commitment conversation

DECIDE

Goal: Guide a clear decision based on results.

Actions: Present 3 vs 6 months as timeline options.

Success: They choose a duration or set a firm decision date.

Stage 8: 3- or 6-month engagement

START

Goal: Stabilize and embed systems with ongoing support.

Actions: Monthly rhythm + accountability + implementation progression.

Success: Consistent wins + execution is improving month over month.

Stage 9: Ongoing retention

Goal: Keep value obvious and consistent so the business wants Brava long-term.
Actions: Monthly evaluation rhythm, leadership accountability, implementation support, and clear reporting.
Success: Renewals happen naturally because progress is undeniable.

12) Selling as a Health Coach (Without Feeling Salesy)

You can lead with care and still be professional. Your goal is not to convince — it’s to bring clarity, structure, and accountability.

AUTHENTIC

How to stay authentic

YOU

Lead with curiosity, not performance.

Reflect back what you hear (calm + clear).

Make the decision about fit, not “selling.”

Reframe:

You’re not trying to “win a deal.” You’re trying to help the owner see reality clearly enough to choose support.

How to avoid overgiving

BOUNDARY

Don’t build their entire plan on the first call.

Give one insight, then move to next step.

Protect your expertise: structure lives inside the engagement.

Boundary rule:

Do not solve the entire problem before the business commits to the system.

Transition: helper → professional partner

“I care about helping, and I also know that real change requires structure and accountability. That’s why Brava is built as a system — not quick advice.”

Reframing language (use exactly)

“You’re not selling help. You’re offering structure and accountability.”

13) What Success Looks Like in Brava Sales

Great sales performance in Brava looks calm and consistent. It’s built on trust, clear structure, and follow-through.

SUCCESS

Signals you’re doing it right

LOOK FOR

Consistent conversations booked

Low-pressure trust (owners feel safe, not pushed)

Strong trial participation (the business actually engages)

High trial-to-commit conversion

Long-term client retention

How it feels (internally)

STEADY

You don’t wonder what to do next. You follow a weekly rhythm. You track everything. You close loops. You stay calm. You let data and structure do the work.

Reminder:

Sales becomes easy when it’s a system, not a personality trait.

Brava doesn’t chase businesses. We show them what’s broken, then walk with them while it gets fixed.

14) Trial Month Timeline + Close the Deal (Clean execution)

The trial month is designed to create rapport, prove value, and make the continuation decision feel obvious. Your job is to run a tight timeline, gather individual sentiment, deliver the report, and present the next-month implementation plan so the business chooses to continue.

TIMELINE

What you are building during the trial

You are not trying to “convince” the owner. You are creating proof. You collect evaluation data, build trust with employees and managers through structured check-ins, then deliver a report and an implementation guide that makes the next 30 days feel like the natural continuation.

evaluation complete rapport built report delivered implementation plan ready decision made

30-day execution timeline (simple and tight)

Use this exact rhythm. The dates matter because your close is built into the structure.

Day 0

Conversion → Onboarding

Owner signs up → send onboarding welcome email

Immediately send the welcome email that includes two separate access paths: (1) Employee evaluation welcome link + company code, and (2) Owner/Manager evaluation link + a separate passkey code (do not share with employees).

Include QR code or code block for easy distribution

State the evaluation deadline clearly: 7 days

Day 1–3

Welcome call

Quick welcome call (overview + expectations)

Keep this short. Confirm the month overview and make sure the owner knows exactly what will happen and when. The goal is clarity, not a long meeting.

Confirm who will distribute the employee link

Confirm owner/manager completes their separate evaluation

Day 1–7

Evaluations

7-day completion window (non-negotiable)

Your job is to drive participation. No drifting. Remind the owner: the quality of their report depends on completion.

Mid-week reminder to owner (Day 4)

Final-day push message (Day 7)

Day 8–18

Evaluate + synthesize

Analyze results (7 days) → build the owner report

This is where you turn raw responses into clear “what’s broken / what it costs / what to fix first.” Aim to deliver the owner report around Day 18.

Day 18: email the report link + request a review call

Day 10–25

Rapport + individual data

Outreach to employees and managers (build proof + trust)

This is where you earn the renewal. Short check-ins focused on wellbeing, work challenges, growth friction, and what would make work easier. Collect individual sentiment that supports continuation.

Goal: employees and managers want you to stay

Capture themes and specific quotes (anonymous)

Day 25–29

Report call + plan

Review the report on a call (owner + optional manager)

Your close is built into this meeting. You present the report, then show the Implementation Guide for next month. The message is simple: if they want the fixes implemented, they continue.

Show exactly what gets implemented in the next 30 days

Tie back to employee/manager sentiment (proof)

Billing clarity (say it early)

Make the commitment structure simple and transparent before the end-of-month call. When they choose 3 or 6 months, they are agreeing to monthly charges, then it continues month-to-month after the commitment is complete. If they prefer weekly or bi-weekly billing, that can be arranged.

“Just so everything is clear, when you choose a 3 or 6 month commitment, you are billed monthly during that term. After the commitment is complete, it continues month-to-month unless you cancel. If you prefer weekly or bi-weekly billing instead of monthly, we can set that up.”

The final push to close (end-of-trial meeting)

Your close is calm and logical. You earned it through structure, data, and rapport. Present the reality, then offer the next step as the obvious continuation.

Step 1: Confirm what the data says “Based on the evaluation results, the biggest friction points are X, Y, and Z. If nothing changes, the cost shows up as lost productivity, misalignment, and slow execution.” Step 2: Confirm the human proof “During the month I also checked in with employees and managers, and the consistent theme is that they want ongoing support and structure here. They are already feeling the difference from having a strategist involved.” Step 3: Put the implementation plan on the table “Here is the Implementation Guide for the next 30 days. This is what we will implement, who it impacts, and the outcome we are driving.” Step 4: Make the decision easy (3 vs 6 months) “The question is simple: do you want us to implement this with you? If you want stabilization and a strong foundation, we do 3 months. If you want full transformation and sustained system change, we do 6 months.” Step 5: Close with one direct question “Which one feels right for you, 3 months or 6 months?”

Outcome of Card 13

By the time you ask for the 3- or 6-month commitment, it should feel like the natural continuation. The owner has the report. The team has felt support. The next-month implementation plan is ready.

Build a repeatable sales engine that runs every week.