Sales letter: Ray J. Green
Sales letter for a B2B sales program, built on how Ray's discovery-call close rate went from 15% to 50%.
The brief
1The client
B2B sales consultant and fractional sales leader (formerly at the U.S. Chamber of Commerce) who coaches founders, coaches and consultants on sales
Ray runs a sales consultancy and a paid community for B2B leaders, Repeatable Revenue. In early 2022 he turned the discovery-call process his team had built into a new program, the C3 Sales Accelerator, and wanted to open it to a first cohort of 10 at a launch price.
2The ask
A sales page in Ray's voice that sells the program on his track record, screens out the wrong buyers, and explains the launch price and the 10-seat limit.
3Written for
Coaches, consultants and fractional contractors who sell knowledge-based services through free discovery calls.
4What I delivered
A sales letter built around Ray's close-rate story: proof, who the program is for, the offer stack and the cohort offer, up to the first call to action. The second tab is an earlier page I wrote for his Repeatable Revenue community (September 2021). The third tab is a LinkedIn About section I wrote in Ray's voice in December 2020.
Long-form sales letter, founder voice
Ray hired me for four projects between 2020 and 2022.
3 pieces, as delivered
Why it works 4 notes
- One number throughout
The 15% to 50%+ close rate is in the headline, the subhead and the story. People who take sales calls know their own close rate, so they can compare right away.
- Says who it's for before the price
The letter lists the businesses the program fits and the kind of person it accepts before asking for money. Readers who fit the list take the offer more seriously.
- Explains the 10-seat limit
The letter says why there are only 10 seats: a proven process in a new program, and a first cohort in exchange for testimonials. With that reason, $1,997 against $8,787 reads as a launch price, not a pressure tactic.
- LinkedIn section starts with the problem
The LinkedIn About section sells an audit, so it starts with the reader's problem: fixing the wrong thing. The Whac-A-Mole comparison describes that mistake before the offer.
About this sample
The C3 letter is shown up to where the draft was complete. Typos fixed.
Written by Edvin Mulalic for Ray J. Green, 2022
Long-form launch letter for Ray's C3 Sales Accelerator, January 2022.
Written in Ray's voice. The client numbers are Ray's own, supplied for the copy.
HeadlineI went from closing 15% of calls to over 50% by using what we now call the “C3 Sales Accelerator Program” - the sales framework for B2B leaders.
How I used the “C3 Sales Accelerator Program” to go from closing 15% of calls to over 50%. And how you can too.
When I started my consulting business, I was all laser focused on getting more leads, especially more “qualified leads”.
And coming from 20+ years of experience in B2B revenue leadership, I did one heck of a job. Leads were coming in left and right. But, I also had one major oversight:
Whenever my “free call” part of the funnel wasn’t set up right, I wasted most of those leads.
So I was investing time and money on a funnel that had a loose discovery call at the end of it. It was like cranking up the AC during a Baja summer with the windows wide open…
And I know a thing or two about Baja summers… I live just outside Cabo.
If you’re one of my 20k followers on LinkedIn, you know that I have 20 years of B2B revenue leadership experience. And 10 years of leading 7 channels at the U.S. Chamber of Commerce, the world’s largest business federation.
I knew a lot about inbound, outbound, cold selling, warm selling, you name it. And I thought I was all set to close leads with my free discovery calls.
So what happened with all my leads?
On a good day, I was closing only 15 or 16% of those calls. From experience, I knew we should be closing much more. Every lead that I didn’t close represented $10k - $100k slipping through my fingers.
So I did what I’d done with sales teams my entire career. I took a step back, and started working on a process to follow on every single call.
I paid close attention to each part of the call, and we started iterating, adjusting, and optimizing. All to try and find a proven system that works. I handled it like a science experiment.
Over the next 6 months, my close rate shot up to 50%+
The science experiment worked. It worked so well that I had to cut the “free call” offer from my funnel and replace it with a contact form.
I couldn’t take any more calls until I made everything we did more scalable (we eventually did that).
But the point is…
Armed with this new sales process, I landed some of my best clients to date. Elite coaching programs, the world’s largest IT business and marketing coach. And even the world’s largest B2B SaaS business and growth coach… just to name a few.
In summary, through our consulting company, we’ve:
- Overseen 2,330+ discovery and demo calls
- Led 700+ sales of offers ranging from $4,796 to $60,000+
- And driven $7.8 million in revenue from our sales processes
And the result of working with all these clients?
- Increasing the number of new inbound opportunities by $247k/month in less than 90 days
- Leading 50%+ conversion rates
- Increasing their average monthly sales from $593k/month to $1 million+ in less than 60 days
- And more…
The process we made worked for us. Then I started wondering how well this would work for other B2B leaders and their businesses.
Would it work for everyone?
Of course not. It’s not a magic pill. It’s a sales process fit to a certain type of business and B2B leader.
If you’re wondering if you could see similar results, here’s what kind of businesses we’re looking for:
- You offer a free call to prospects…
- The call is used to do a situation assessment…
- It sells knowledge-based services (like coaching, consulting, fractional contracting, etc.)…
- It tailors its offer to their problems, pains, and goals…
- And you already have some opportunities to work with…
If that sounds like your business, or where it’s heading, then you might just become the next great business success story of the C3 Sales Accelerator Program.
I’ve told you what kind of a business we’re looking for, and in a minute, I’ll tell you what kind of a CEO or entrepreneur you need to be for this work.
Before I get to that, here’s what the C3 Program is real quick:
Boost conversions. Win better clients. Command higher prices.
The C3 (coach, consultant, contractor) Sales Accelerator is a program designed to help you install a proven sales process to sell more, sell better, at higher prices.
In our C3 Sales Accelerator, you’ll get access to:
- A new course where I teach you the “C3 Sales Process” AND walk you through tailoring it to your sales calls. ($4,796 value)
- You can submit the process, script, or talk track to us to review and we’ll provide specific feedback and recommendations on how to improve. ($500/hr. value)
- You can submit recorded calls for us to review and provide direction and coaching on how to improve. ($500/hr. value)
- You can hop on our weekly sales coaching calls to ask me questions and get advanced sales material. ($997/mo. value)
- A 90-day accelerator program that results in you having the same or better increase in conversion rates on calls.
Plus you’ll get access to Repeatable Revenue, our exclusive community of B2B leaders who are taking their businesses to the next level. Network, get support, and receive special offers on future courses, including how to productize your service and build a strong sales pipeline.
The price?
Outside this launch stage, this would cost you $8,787.
But here’s the thing…
This is a proven process, but a new program.
So, I’m looking for just 10 people to join our C3 Sales Accelerator Program so we can work closely to deliver maximum results, and then re-release this to the public at full price.
Please note, since we’re going to invest so much in the 10 people we bring on this private launch, we will have to make sure you’re a good fit.
We can only accept people that are:
- Humble enough to learn and take coaching
- Prepared to incorporate the lessons we share
- And willing to do the work it takes to master the craft
If you’re ready to join a cohort of 10 as we launch this program, and you’re willing to offer a testimonial at the end of 90 days (or as soon as you see results)…
Then you can get access to our C3 Sales Accelerator Program today for just $1,997.
JOIN NOW
Below this point the delivered draft had unfinished module cards, placeholders for video testimonials and an FAQ still to be written, so it isn't shown.
Written by Edvin Mulalic for Ray J. Green, 2022
Earlier work for Ray: the early-bird sales page for his Repeatable Revenue community, September 2021.
HeroCEOs & Founders, Ready to Grow Your B2B With Proven People and Processes?
You have sales… But you want more... and you want them more consistently.
The source of sales you’ve been relying on might have dried up... or it will soon.
You might be tired of chasing random sales, only to close one and immediately start worrying about the next one.
Or, when it comes to building sales & marketing processes, you’re just tired of trying to “figure it out” on your own.
Don’t worry. We see entrepreneurs and executives struggle with these issues all the time.
We’ve audited the sales & marketing systems of nearly 100 businesses:
- Largest trade associations
- Private equity groups
- Venture-backed startups
- Family owned businesses
- Top business coaches in the world…
And you know what we’ve found?
Many CEOs and entrepreneurs, exhausted from trying to do it all on their own.
Today, you have a chance to pull yourself out of that same trap. Go from uncertainty, chaos, and volatile sales to a future you can count on.
Get on the ‘Roadmap to Repeatable Revenue’ - now available first time publicly under special ‘Early Bird’ access
Note: This is not a magic pill or someone else running your business.
While we will:
- Help you understand sales & marketing processes to start growing consistently...
- Show you what makes sales teams tick and how to measure their results accurately...
- Help you fine-tune your intuition by letting you double-check your ideas and concerns with sales veterans...
We’ll even share with you: unique methods that are a “must” for your niche, that worked flawlessly for CEOs in your situation...
And we’ll do much more than that… Because this is an on-going program…
But in the end… It all boils down to one thing: you.
Leaders like you are the core of any business, and as such, you face challenges no one else understands.
We take your existing potential and fine-point it like a diamond in the rough.
What’s the ‘Roadmap to Repeatable Revenue’?
This is the virtual powerhouse of sales & marketing processes you’ve been looking for. It’s specifically made for CEOs and founders who want to grow their business by finally getting answers to sales & marketing processes.
We’re packaging up the trifecta of what makes an extremely successful (and awesome) CEO or founder. You finally get clear answers to all your stress-makers.
Meet Your New Virtual Chief Revenue Officer
Ray is a sales & marketing veteran with 20 years of experience in hitting sales goals, most notably during his time as Managing Director in the U.S. Chamber of Commerce. His 15 years of leadership experience come from helping entrepreneurs & CEOs turn their businesses into repeatable revenue machines.
Today, Ray can become your Virtual Chief Revenue Officer and help you take your business to the next level.
- Submit sales calls for review
- Get live coaching calls 2x a week
- Submit questions and get detailed video responses
- Work with a veteran that’s going to take a load off of your shoulders by giving you actionable steps forward
Get Access to Private Forum With Driven CEOs & Founders
You are who you surround yourself with. And no one understands your troubles as those who’re walking the same path.
Join a private community of entrepreneurs that are already walking the roadmap to repeatable revenue:
- Learn from others’ video responses to their questions
- Avoid pitfalls others are in, learn from their experience
- Enjoy masterclasses shared exclusively with the group
- Hang out, connect & network
Get Lifetime Access to Upcoming ‘Roadmap to Repeatable Revenue’ Course
This is the bread and butter of our solution for CEOs and founders like you.
We’re currently recording our course - LIVE - and you can jump in on the action, learn as we go, ask questions, and get ready in advance. This course will let you:
Grow exponentially instead of waiting to get stuck.
Without a good USP, you’ll watch your margins sink over the years, while you desperately cut prices to try and bring people in. Avoid this quicksand trap that many CEOs fall into.
Finally Get Answers for Sales & Marketing Processes
Stop staring down the barrel of an uncertain future. You will see how other entrepreneurs and founders created repeatable revenue for their businesses, and how you can too.
On-Demand Sales Veterans by Your Side
Stop losing sleep to decisions that are waiting for you tomorrow. Rely on your intuition and then double-check with a sales veteran that’ll give you the brass tacks.
Unlock Profits With the Perfect Customer Journey
You will learn how to define the perfect one for your business and niche. Every customer you keep is one less you have to sell. This is what separates uncertain businesses from unstoppable ones.
We’ll help you execute every single one of these steps on your own, with our support, or through partners and vendors we’ve hired and tested ourselves.
Your Special ‘Early Bird’ Offer (Time-Limited)
Once we’re done recording our course, this whole program will launch at a $997/mo price tag.
We believe this to be an extremely fair offer, but don’t worry, if you’re here early, you won’t pay that. Today, you can grab a time-limited offer of only $297/mo!
“If you’re looking for a sales professional in operations or sales tactics, you won’t find a better resource than Ray Green.”
- Gene Sieders, Commercial Sales Manager
“With experience as a CEO, education as an MBA, Ray is a fabulous choice for a company needing to rekindle growth and profits.”
- Bob Perkins, COO of BritePool
“I was Vice President of the National Membership Center, U.S. Chamber of Commerce, and Ray was consistently a top revenue producer.”
- David Watson, Operations Center Director
Join now to secure* a $297/mo ‘Early Bird’ rate for life:
If you join as an Early Bird today, you also get the strategy session with Ray and access to coaching calls, our private forum, additional masterclasses, and everything else we offer along the way.
- Put a stop to unnecessary confusion & stress right away
- Avoid missing growth opportunities in sales & marketing
- How to recognize great sales people, scripts, methods
- Separate your business from competition with the right USP
You finally get clear answers.
Join Now
*Offer valid until September 30th, or until spots filled
See you inside!
Written by Edvin Mulalic for Ray J. Green, 2022
Ray's LinkedIn About section, written in his first person to sell his 3P Sales Audit. December 2020.
I help businesses answer sales process, people, and product questions.
Because answers lead to solutions that get sales organizations to the next level. The most common mistake I see in sales organizations is solving the wrong problem. This is exactly how you end up chasing problems around like a never-ending game of Whac-A-Mole. You try and whack a sales issue, and a people or product problem comes out the other end. If you want the right prescription, you have to get the right diagnosis first.
The trouble is, most “solution providers” can only give you what they have, not what you really need.
Businesses call us when they want to:
- Truly understand their sales processes and implement better ones.
- Stop looking at stagnant sales reports or get a 180° on declining trends.
- Improve performance and engagement of their sales teams.
- Get ready to scale with effective AND repeatable sales practices.
- Develop a more holistic approach to growth in the business - across silos.
- Cultivate a coaching mindset with their sales managers.
And get the answers they can't get elsewhere.
How?
- We audit your sales organization.
- You get an accurate analysis of processes, people, and products.
- Each with actionable insights on what to do to improve.
- And objective recommendations of proven solution providers.
For 0.1% of revenue.
Why us?
After 15 years as a senior sales executive operator, including CEO of a PE-backed company, I've built world-class sales organizations and led change at virtually every level imaginable. Just some of the results include:
- Transforming toxic cultures into world-class engagement.
- Reversing a 10-year decline of revenue & customers.
- Doubling revenue per sale by reverse engineering success.
- And more…
Want to learn more about me, or our customized 3P Sales Audit?
Check out www.rayjgreen.com. Or schedule time to connect at rayjgreen.as.me.
What Ray said
“Edvin is a first-class copywriter, knows how to tell a story, and knows how to write it in a way that converts. He was instrumental to copy on several important pieces of content and collateral for us - and he nailed it every time. And we're marketers! Looking forward to working with him again.”
Need copy like this?
Message me on Upwork with a short brief. You can also start with a paid test at half my rate.