In this YouTube conversation, two sales experts dissect why traditional pre‑call processes that work for warm, content‑rich audiences often fail with cold prospects. They argue that cold leads need a manufactured warm‑up—what they call an "indoctrination process"—that ties prospects down at every funnel stage, using tie‑downs, confirmation‑page FAQ videos, and targeted short‑form ads to boost show‑up rates and interest levels. They also discuss the technical choice of embedding YouTube videos (instead of Wistia) to keep prospects continuously exposed to the seller’s face and recommendations. The dialogue then shifts to "aura selling," where the offer owner hops on sales calls to leverage their authority. They conclude that aura selling can be effective for low‑ticket or biz‑op deals (e.g., $6‑8K) but undermines the closer’s authority and fails for higher‑ticket B2B deals ($20K+), where prospects see the tactic as a sales gimmick. Throughout, the speakers contrast warm‑lead organic content consumption with engineered cold‑lead indoctrination, emphasizing the need for different skill sets for closers depending on the audience and deal size.
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Because they have a lot of content out there, they have a huge audience, a huge brand, their pre-call process isn't necessarily dialed in.
Do you think that works with cold though?
No, with cold audiences, that would never work.
Never. Well, with cold audiences, it's not there. You have to basically manufacture it, tying them down.
Yes.
On each stage, making sure that they're sold at each stage so that they actually arrive on the sales call as a warm lead.
Exactly. Or sales teams or whatever, is that because they have a lot of content out there, they have a huge audience, a huge brand, their pre-call process isn't necessarily dialed in.
Yeah.
It lacks tie-downs, it lacks the flow of the conversation, it lacks making sure that the prospect actually went through the sales assets.
Like on the setting side of things.
On the setting side of things, right? In the pre-call process, you see? And even if you look after the call, because everyone wants to, you know, pretend that they have 100% close rate.
Yeah, yeah.
Let's be real, right? Objection handled this, oh, you have to prevent this. Of course, I agree with everything. You know, but still not every prospect is at that level of buying yet. You know, some need more education and that's what these big personal brands or sales trainers forget about, right? They forget about the fact that some prospects need more education. It's not that they're—
Yeah, it's a different stage basically. That actually makes a lot of sense what you're saying. Let's compare the two, right? You have a warm lead that has been following you for a while. They have been going through your content on their own.
Yes.
Right. And because of that, They become warmer and warmer, but at like a slower speed because it's on their own, right? They consume maybe a piece right now, but next week they consume another piece, you know, of your personal brand. It's slower. Yeah. But what you're saying is that on the selling side of things, you're actually guiding them to the content at a much rapid rate, tying them down. Yes. On each stage, making sure that they're sold at each stage so that they actually arrive on the sales call as a warm lead.
Exactly.
So that's actually a very interesting way to look at it. And that's where a lot of these coaches have it wrong.
Yeah.
Yeah. Yeah.
I call that the indoctrination process. Yeah. And that indoctrination process happens, like I said, in the framing window.
Mm-hmm.
Right? So from the moment someone books in until the moment he shows up to the call or the moment that he should show up to the call.
Mm-hmm.
Because you probably don't have 100% show-up rate, right?
No.
But that indoctrination process increases the show-up rate. And like you said, it also increases the interest level because there's 5 interest levels, right? But it increases the interest level of that prospect. Prior to him hopping on that call.
Mm-hmm.
So that you had a cold lead, you made him warm. Now you put him in the buying state and by the time he hops on the call, he actually is a warm lead.
That makes a lot of sense on the marketing side.
Yes.
The thing is, a marketer also is a big part of it.
Mm-hmm.
What we usually do is like in between them booking and at actual sales calls, we have the confirmation page who has the best practices, right? Yeah. Making sure that objections already get handled. I already have a good idea of like what the process is, et cetera. Most asked questions. Yeah. Et cetera. We spam them with FAQ videos or breakout videos, and we run ads for that actually, between them booking and them hopping on the call. Literally what happens right now is that they booked, now they scroll on Instagram again, they keep seeing your video of like each question that's like the most asked or the biggest objections that we see on the sales calls. How would you handle?
How do they see that? Through ads, you said?
Yeah, through ads basically. So It's like 60-second videos, practically breakout videos, right? Which you have on the confirmation page as well. But now you're running ads for like 20, 30 of those videos of 30 to 60 seconds that you're pushing out to the people who booked, 'cause you can actually track them through the pixel.
Wow.
Right? So before the call, they're already getting indoctrinated as well and keep seeing your face. Of course, we want them to book within like a 48-hour window, but in that 48-hour window, they already have seen like probably 5 to 6 times your face.
Yeah.
So they click on your profile, boom, they watch more reels. Oh, actually there's a CTA to a YouTube video. Boom, they see the YouTube video. What we also do that's very interesting on the funnel pages, yeah, we don't embed the videos with Wistia embeds. Yeah, we use YouTube videos. Why? Because if they watch that to their account, it's automatically logged in. So the moment they hop on YouTube, they see you, they see a recommendation of one of your other videos.
Yeah, yeah, I see.
All before the call.
It all makes sense, man. It all makes sense. That's, that's actually a form of indoctrination process.
Exactly. And I think your indoctrination process with that indoctrination process is like hand to hand.
It interlocks. And what I wanted to say is that that's also a form of indoctrination process. And I've literally not know, not earlier than today, I saw an example of a pre-call process of a company, right? I won't name that, I assume, because we talked about it, right?
Of course. Of course.
Their pre-call process is not an indoctrination process.
It's just a reminding Yeah, that's also what a lot of these do actually wrong.
And that's a big difference.
Yeah.
Having an indoctrination process or just reminding people.
That works with warm. They've already consumed your content the moment that they book, like they're already sold.
Yeah.
Right. That's why they book. Like no one really forced them, maybe through the DMs a little bit, but they've been consuming your content for a long time.
Yeah.
That's why the show-up rate is also very high on warmer leads or, you know, leads that are coming from personal brand just because the respect is already there. The belief is already there. You built through the content. Their pain up as well, and their challenge made it bigger. Yeah. To the point that they realize they need to do something. The urgency is there as well.
Exactly.
That's why the show rate is there. But with cold audiences, it's not there. You have to basically manufacture it.
Exactly. To that point as well, right? With authority and trust that the leads have when it's a warm audience, when it's a big personal brand. What we actually did on one of the offers, I want to be one of my clients, is that we saw that he had like what we call aura. And we had a term that we said is aura selling, aura closing.
Okay. He had good energy. He had good energy.
People truly looked up to him and we made the closer, when he had a difficult time closing, we had the offer owner hop on those calls and just them seeing their faces, they bought.
But do you think that works with cold though?
No, with cold audiences, that would never work.
Never.
And also it actually diminishes the authority of the closer. You know, like I said, it doesn't work. That prospect won't buy and any value-driven follow-up attempt that that closer will do will—
Will not work. I never let my closers actually get the offer owner On the call, never.
Yeah.
The reason why is if they're getting used to that, they'll always see that as like an option B.
Exactly.
But you want to actually force them to actually do the sales call in the right way, which means the closer now has to use a different level of skill. It's forced to actually perform better in order to close. So I never in any scenario hop on my own sales calls, or if the closer is closing, of course, another closer, or let it happen in Any of my clients, no matter the situation. Maybe if it's really like a very, very, very big deal, right? It would make a big difference talking like 6-figure level deals, right?
When it's like a fairly low-ticket deal, right? Talk about $6K, $8K deals, whatever. And it's truly biz op. If it's biz op, right? Then we would do it. Aura selling, whatever. It works. They get close. Okay. You know, when we're talking $20K, $30K, $35K deals, B2B, that truly never works because the prospect knows exactly what you're trying to do.
They lose respect.
For not only for the offer owner that, you know, that he has time to actually hop on this call, but also for the closer, like I said, so he won't buy.
