Your job is exactly one thing: close the CTAP engagement on the call.
Lacee sets the appointment. You run the Free Look tool live with the prospect, show them their specific tax gap in real dollars, and close them into the CTAP engagement at $15,000 — $7,500 collected on the call, $7,500 due at plan delivery. Then you hand off cleanly to Dana, who delivers the plan and upsells from there.
You don't deliver the plan. You don't run strategy. You don't explain tax law. You show them the gap, make the math undeniable, and ask for the business. Dana's system does the rest.
"The prospect isn't deciding whether to spend $15,000. They're deciding whether to keep overpaying $60,000–$120,000 a year in taxes. Your job is to make sure they understand which decision they're actually making."
$15K
Per Close
$7.5K now, $7.5K delivery
8–9
Closes/Week Target
34/month at full run rate
≥50%
Close Rate Target
On qualified Lacee shows
$500K
Monthly Gross Goal
The machine at full speed
★ How the Machine Works — Lacee → Don → Dana
Lacee
Prospect
Cold/warm outreach
›
Lacee
Qualify
10–15 min call
›
Lacee
Set Appt
Don's calendar
›
Don
Free Look
Run live on call
›
Don
Close
$7,500 collected
›
Dana
Deliver Plan
$7,500 + upsell
The Core Frame — Burn This Into Your Brain
Every prospect Lacee sends you has already been told: "Don will show you exactly how much your current setup is costing you in taxes." They show up expecting to see a number. Your job is to give them that number — live, with their name on it — and then make the path forward obvious.
The Free Look tool generates the output in real time on screen. Their name. Their state. Their numbers. Their gap. You're not pitching an abstract service — you're showing them a personalized diagnostic that proves the problem exists before you ask them to solve it. That's why this closes at 50–60% on warm leads. The tool does most of the work. You just have to not blow it.
1 Don + Lacee — The Linked Numbers
Why These Numbers Are Locked Together
Lacee's output directly determines Don's revenue. If Lacee hits her numbers, Don has the raw material to hit his. If Don closes at his target rate, the machine hits $500K/month. These aren't separate goals — they're one system. Both people need to know both sets of numbers.
The Shared Machine — Daily & Weekly Targets
🔵 Lacee — Setter Output
Daily touches (outbound)15–20
Qualification calls/day4–6
Appointments set/day3
Appointments set/week17
Appointments set/month68
Show rate target≥75%
Qualified shows/month~51
EOD report to DonDaily
🟡 Don — Closer Output
Calls/day (from Lacee)2–3
Closes/day target1.5–2
Closes/week target8–9
Closes/month target34
Close rate target≥50%
Revenue/close$15,000
Cash collected/close$7,500
Weekly gross target$127,500
Math
How Lacee's Numbers Become Don's Revenue
| Lacee Sets | Show Rate | Shows | Don Closes @50% | Monthly Revenue |
|---|---|---|---|---|
| 50/mo (slow start) | 75% | 38 | 19 | $285,000 |
| 68/mo (target) | 75% | 51 | 34 ★ | $510,000 ★ |
| 68/mo (target) | 80% | 54 | 27 | $405,000 |
| 68/mo (target) | 75% | 51 | 26 @51% | $390,000 |
The single biggest lever Don has is show rate — that's actually Lacee's job, but Don should be watching it. If shows drop below 70%, flag it immediately. Don should be seeing Lacee's EOD report every day and flagging pipeline health before it becomes a revenue problem.
Weekly Rhythm
Monday Morning Review — 15 Minutes, Don Runs It
1
Appointments set last week (Lacee's number)
Target: 17. Below 15 = pipeline problem in 2 weeks. Diagnose why — outreach volume, reply rate, or disqualification issue?
2
Show rate last week
Target: ≥75%. Below 70% = confirmation sequence problem. Did Lacee send 24hr + 1hr texts? Did they respond to the pre-call question?
3
Don's close rate last week
Target: ≥50%. Below 40% = call debrief required. Don reviews one recorded call with Dana this week.
4
Cash collected last week
Target: $127,500+ (8.5 closes × $15K). Track gross and collected separately — closed but unpaid is a pipeline problem.
5
Handoffs to Dana last week
Every close needs a clean handoff. Any stalled handoffs? Any intake forms not submitted? That delays the $7,500 at delivery.
6
This week's pipeline — Lacee's booked appointments
Don should see every appointment on the calendar by Sunday night. Names, times, Lacee's notes. No surprises on Monday morning.
2 Closer Mindset
The Single Most Important Shift
An advisor presents options and lets the prospect decide. A closer diagnoses the problem, prescribes one path, and asks for the commitment. The difference isn't knowledge — it's certainty. The prospect is buying your certainty as much as they're buying the plan. If you sound uncertain, they feel uncertain. If you sound like a doctor who knows exactly what's wrong and exactly how to fix it, they follow your lead.
You are not a salesperson pitching a product. You are a diagnostician showing someone a problem they didn't know they had — and offering the only path to fix it.
Core Rules
What Don Does vs. Does Not Do on Every Call
✅ Don Does This
- Sets the agenda in the first 60 seconds
- Runs the Free Look tool live on screen share
- Shows their specific numbers — not generic claims
- Quantifies the gap in dollars before naming the price
- Names $15,000 clearly, without apologizing
- Offers one path — no options, no menu
- Asks for the business explicitly before ending the call
- Collects $7,500 before hanging up
- Books the handoff call with Dana same day
- Sends CRM update within 1 hour of call end
❌ Don Never Does This
- Explains how tax strategies work
- Gives three options and lets them pick
- Apologizes for or softens the price
- Promises specific savings numbers he can't guarantee
- Says "I'll send you some information to review"
- Lets the call end without an explicit ask for business
- Accepts "I'll think about it" without asking what specifically
- Answers strategy questions — those go to Dana
- Discounts the price for any reason
- Runs over 45 minutes without a decision
The Doctor Frame — Use This Mentally on Every Call
A doctor doesn't walk in and say "here are three treatment options, let me know which one feels right to you." They examine the patient, diagnose the problem, and say "here's what we're doing." The patient trusts them because they project certainty. On every call, Don is the doctor. The Free Look output is the X-ray. The CTAP plan is the treatment. $15,000 is the fee. There is no alternative treatment to offer.
3 The Free Look Tool — How to Use It on the Call
The Tool Is Your Secret Weapon
The CTAP Free Look tool at lincolnparkprivatewealth.com/free-look-tools/ generates a personalized, professional tax gap analysis in real time. You enter their numbers while they watch. Their name appears on the output. Their state tax rate calculates automatically. Their specific gap shows up in dollars with their actual figures. This is not a generic pitch deck — it's a live diagnostic with their information. That's what makes it close.
Pre-Call Setup
Do This Before Every Call — 5 Minutes
1
Pull Lacee's notes from CRM
Lacee leaves qualification notes on every booked appointment. Read them. You should know: income range, entity type, state, biggest concern, and the answer to Q5 ("what would get in the way?") before the call starts.
2
Open the Free Look Hub in a browser tab
Go to lincolnparkprivatewealth.com/free-look-tools/ and open the CTAP Tax Free Look tool. Have it ready to go the moment you start screen sharing. Don't fumble with navigation during the call.
3
Pre-fill what you know
If Lacee's notes say they're an S-Corp in Texas making $600K — pre-fill the state and entity fields before you share your screen. Feels more prepared, saves time, impresses the prospect.
4
Have payment link ready in another tab
Don't go hunting for the Stripe/payment link after the close. Have it open. Close → payment in under 3 minutes.
On-Call Sequence
How to Introduce and Use the Tool Mid-Call
Don — Introducing the Tool
"Let me pull something up here — I want to show you this while we're talking rather than just describing it. Give me one second."[Start screen share. Navigate to the CTAP Free Look tool.]
"Okay — what I'm going to do is run your numbers through our diagnostic right now. I'm going to type in what you've told me, and it's going to calculate your specific tax exposure. This is the same tool our team uses internally — so what you're seeing is exactly what we see. Ready?"
The phrase "this is the same tool our team uses internally" is important. It signals that this isn't a marketing presentation — it's a real diagnostic. It also signals that real professionals built and use this. Say it every time.
Don — Filling In Their Numbers Live
"Okay, so I've got [Name] here — and you said you're in [State], right? [type it in] And your gross income this year is around [X]? [type] Entity structure — you're an S-Corp? [select] And you don't currently have a defined benefit plan in place... [select None]Let me hit Generate... [pause 1 second for spinner] ...and there it is."
Talk through what you're entering, out loud, in real time. This does two things: it makes them feel seen (you're using their actual information), and it builds anticipation for the output. The 1-second spinner pause before results appear is natural tension — let it breathe. Don't fill it with talking.
Don — Presenting the Output
"So here's what I'm seeing. Your estimated annual tax — based on your income and your state — is sitting around [X]. And this number here — [point to Tax Drag figure] — this is the estimated overpayment versus a properly structured plan at your income level.That's [Y dollars] a year that's leaving your wealth and not coming back. Not because you did anything wrong. Because nobody has built you a plan that's designed to capture it. That's the gap we're here to fix."
Point to specific numbers on screen. Don't narrate generically — point to the actual output fields and read them aloud. "This number here" while moving your cursor is 10x more impactful than describing it abstractly.
4 The Closing Call — Full Script
Call Structure — 30–40 Minutes Max
Every call follows the same architecture. Open → Diagnose → Show the Gap (Free Look) → Prescribe → Close → Collect. If you're past 40 minutes and haven't closed, something went off track. The prospect should be making a payment decision within 25 minutes of the call starting — not at minute 45 after a long explanation of how tax planning works.
Step 1
The Opening — First 90 Seconds (Set the Agenda)
Don — Opening
"[Name], appreciate you making time. Here's how I want to use the next 30 minutes — I'm going to ask you a few questions about your income, your structure, and your current tax setup. Then I'm going to pull up our diagnostic tool and show you exactly what I'm seeing in your numbers — specific dollar amounts, not ranges. And from there I'll tell you exactly what a plan looks like for your situation and what it takes to move forward. Sound good?"
You are setting the agenda before they can set theirs. If you don't do this, they run the call — and their agenda is "let me interrogate this person about what they're selling." Your agenda is "let me show you your problem and solve it." Frame it first, every time.
Step 2
The 5 Diagnostic Questions — 8–10 Minutes
Q1
"Walk me through your income picture this year — business, W-2, anything else, ballpark?"
Let them talk. Don't interrupt. If they give a range, accept it — you don't need precision yet, you need the pain number. While they talk, you're mentally calculating their rough tax exposure.
Q2
"And how much did you actually pay in taxes last year — federal, state, self-employment, all in?"
Most people don't know this number exactly. That pause — that moment of "I'm not sure, maybe..." — is a buying signal. Reflect it back: "That's actually really common. Most business owners at your level have never had someone sit them down and show them the total number. That's part of what we're going to do today."
Q3
"What's your entity structure, and when did your CPA last sit down with you specifically to review it for tax optimization — not just to file the return?"
The distinction between filing and optimizing is the entire sale. If they say "my CPA reviews it every year" — ask: "Did they bring you a specific proactive recommendation unprompted, or did they review it as part of filing?" Almost always the answer is the latter. That's your opening.
Q4
"Any real estate, significant investments, or planned liquidity events in the next 12–24 months?"
Each yes is a specific category of savings that probably hasn't been addressed. Reflect it: "Got it — so you've got real estate AND a business sale potentially in the mix. That's actually a pretty significant planning opportunity. We're going to see that show up in the numbers."
Q5
"Last question before I pull up the tool — if I showed you right now that you're overpaying by $60,000 or more, what would get in the way of doing something about it today?"
This is the most important question on the call. Listen carefully. If they say "nothing" — you have a hot close. If they say "the price" — handle it before you show the numbers. "The plan is $15,000. If the tool shows $60,000 in savings, is price still the concern?" Get to yes or handle the objection before the output drops — not after.
Step 3
Run the Free Look — Live, On Screen
Don — Transition to Tool
"Okay — based on what you've told me, I want to show you something. Let me pull up our diagnostic."[Share screen. Open lincolnparkprivatewealth.com/free-look-tools/ → CTAP Tax Free Look tab]
"I'm going to put your numbers in here — same tool our internal team uses — and it's going to show us exactly what we're working with. [Enter their name, state, income, entity, real estate] Alright — let me run it..."
[1 second pause as spinner runs]
"There it is."
Don — Reading the Output
"So here's your situation. Your estimated annual tax is [X]. And this number — [Tax Drag] — this is the estimated gap between what you're paying and what someone with your exact profile pays with a properly structured plan.That's [dollar amount] per year. Every year. That's not a tax loophole. That's not anything aggressive. That's legal, established strategy that's been available to you this whole time — just never been set up.
And here's what I want you to notice — [scroll to 10-year cost if applicable] — that's what that number compounds into over 10 years if nothing changes. That's the real cost of not having a plan."
Go quiet after you read the output. Let the numbers land. Don't rush to fill the silence. The moment of silence after a prospect sees their gap for the first time is not awkward — it's the sale happening. Let it happen.
Step 4
The Prescription — One Path, No Options
Don — The Prescription
"Here's what I'm seeing and here's exactly what we do about it.You're a [entity type] generating [income] in [state], paying roughly [tax amount] in taxes, with [real estate / liquidity event / no retirement plan] in the mix. That's a structural gap — not a math problem. The math is what you're seeing on screen. The structure is what we fix.
Dana Cornell builds you a Comprehensive Tax Acceleration Plan — a written, prioritized strategy document that maps every applicable savings opportunity to your specific numbers, gives you and your CPA an exact implementation sequence, and puts a dollar range on every finding. It's not generic advice. It's your plan, built on your data, coordinated with whoever you already have in place.
The fee is $15,000. We split it — $7,500 today to start, and $7,500 when the plan is delivered, which takes about five business days. Most clients see the savings materialize within 90 days of implementation.
Based on what we're seeing in your numbers, that's a [3x / 4x / 6x] return in year one alone — and those same strategies run every year going forward.
Are you ready to get started today?"
That last line — "Are you ready to get started today?" — is not a soft ask. Say it clearly. Then stop talking. Whatever comes next is their response, and you handle it from there. The #1 mistake closers make is softening the ask or adding "...if you're interested" or "...whenever you feel ready." Say it clean and go quiet.
Step 5
If They Say Yes — Close Immediately
Don — When They Say Yes
"Great. Let me get you set up right now — this will take two minutes.[Send payment link for $7,500 via Stripe/invoice — have it pre-ready]
I'm sending you the link right now — you should see it in your email in about 30 seconds. Go ahead and process that while we're on the call and I'll get your intake form sent over so we can get Dana started on your plan this week.
[Wait for payment confirmation]
Perfect. You're locked in. Dana will reach out within 24 hours to schedule a 30-minute kickoff call — that's where he collects your last two returns and goes through your entity structure in detail. That's where the plan gets built.
You made a good call today. The savings we identified are real — and now we go find them."
Do not hang up before the payment is processed. Stay on the call. Keep the energy warm but stay in control. "Go ahead and process that while we're on the call" is the exact phrase — it removes the friction of "I'll do it later" which becomes "I'll do it never."
5 Objection Handlers — Word for Word
On Objections
An objection is not a no. It's a question in disguise. "I need to think about it" means the ROI isn't clear. "I have a CPA" means they don't understand the difference. "$15,000 is a lot" means they don't believe the math yet. Every objection has a specific response. Learn these cold. The difference between 40% and 60% close rates lives entirely in how you handle the 60 seconds after the objection lands.
Objection 1
"I need to think about it."
The ROI isn't clear enough, or there's a specific blocker they haven't told you about yet.
Don
"Totally fair — help me out. What specifically do you want to think through? Is it the price, whether this will actually work for your situation, or something about the timing?"[Let them answer — actually listen]
"Got it. Here's what I've learned — when someone says they need to think about it, it almost always means one of two things: either I haven't made the math clear enough, or there's a real specific concern I haven't addressed. Which one is it for you?"
[If math — go back to the output and walk through the ROI calculation again, slowly, with their numbers]
[If specific concern — address it directly, then re-ask: "Does that address it? Are you ready to move forward?"]
Never accept "I need to think about it" as a complete answer. It's a placeholder, not a position. Ask what specifically — and then address that specific thing. The close lives one question deeper than the first objection.
Objection 2
"I already have a CPA."
They think what we do is the same as what their CPA does.
Don
"Your CPA stays exactly where they are — we work alongside them, not instead of them. Let me be direct about the difference.CPAs are trained to file accurately and minimize liability exposure on a return. That's compliance work. What we do is strategy work — finding savings opportunities before the money is earned or before the return is filed, when it's actually still possible to do something about it.
Quick question: has your CPA ever reached out to you before year-end, unprompted, with a specific proactive recommendation to reduce what you'd owe?"
[They'll almost always say no]
"That's the gap. It's not that your CPA is bad — it's a different job. They're responsible for accuracy. We're responsible for savings. Most CPAs, honestly, don't have the bandwidth to do proactive planning — they're underwater with compliance work. What we do is the tax strategy work your CPA wishes they had time to do for every client but doesn't.
The plan we build goes directly to your CPA with a coordination brief. They implement it. We designed it."
Objection 3
"$15,000 is a lot of money."
They haven't fully connected the fee to the return. The ROI math hasn't landed yet.
Don
"It is $15,000 — and let me put it in the context of what you just showed me on screen.You're paying roughly [X] in taxes. The tool is showing [Y] in estimated overpayment. If we find [Y] in savings — which is conservative for your profile — you've made [Y÷15,000]x your money before the year ends. Every year after that, those same strategies keep running. That's not a projection — that's how the math works when the structure is right.
Let me flip the question: what does it cost you to not do this? Because that number — [Y dollars] — is what leaves your wealth every single year you don't have a plan. Not once. Every year.
The question isn't whether $15,000 is a lot. The question is whether you want to keep paying [Y] more than you have to. Which answer makes more financial sense?"
Do the math out loud with their actual numbers on screen. "$15,000 vs. $72,000 saved" is a 4.8x return. Say the multiple. Make it concrete. Abstract ROI claims don't close — specific numbers do.
Objection 4
"Can you guarantee the savings?"
They want certainty before committing. Reasonable — and you can address it honestly.
Don
"Straight answer: no, and I won't tell you I can — because that would be dishonest and you deserve better than that.What I can tell you is this: the diagnostic tool you're looking at is built on real tax law, real federal and state rates, and your actual numbers. The strategies that show up as applicable to your situation are legally established strategies — S-Corp optimization, retirement plan structures, cost segregation, income positioning — that work when they're correctly implemented.
What Dana does in the full plan is tell you specifically which ones apply to you, what the implementation looks like, and what the estimated dollar range is for each. If he looks at your full picture and determines the savings don't justify the fee — which almost never happens for someone at your income level — he'll tell you that, and we make it right.
What I can guarantee is the quality of the work and the specificity of the plan. The savings are a function of the strategies being implemented — and that's on us to design and on you and your CPA to execute. Fair enough?"
Objection 5
"I want to run this by my spouse / partner first."
They're not fully sold, or they share financial decisions. Respect it — but don't let it become a stall.
Don
"Absolutely — that makes sense for a decision this size. Quick question: is your spouse the kind of person who needs to be on a call to feel comfortable, or do they generally trust your read on financial decisions?[If they trust their read:] "Then here's what I'd suggest — you've seen the numbers. You know the math. If you're comfortable with it, the only thing waiting does is push the start date back, which means the savings for this tax year get smaller. I can hold a slot with Dana for the next 48 hours — that gives you time to loop in your spouse. But let's go ahead and reserve your spot now so you don't lose it. Sound reasonable?"
[If spouse needs to be on the call:] "Totally understand. Can we get a call scheduled with both of you this week? I want to make sure they can see the numbers themselves — it's a lot more compelling when it's live. What does your schedule look like Thursday or Friday?"
If they want to involve their spouse, set a second call — don't let it float. "I'll run it by them and get back to you" becomes a dead lead 80% of the time. Set the next call before you hang up.
Objection 6
"I'm not sure the timing is right."
They need urgency. The decision doesn't feel time-sensitive to them yet.
Don
"Here's the honest truth about timing in tax planning: most of the strategies that produce the biggest savings have to be set up before December 31st to apply to this tax year. Once the year closes, that window closes with it — and whatever we could have saved you this year is permanently gone.I'm not saying that to pressure you. I'm saying it because it's literally how tax law works. Your CPA can confirm that.
So the timing question isn't really about your schedule — it's about the tax year. And the answer to that one is: the sooner we start, the more of this year we can impact. What specifically is making the timing feel off?"
6 Collecting Payment — On the Call, Before You Hang Up
The Rule on Payment
A verbal yes is not a close. A signed agreement is not a close. A close is when $7,500 is collected — on the call, before you hang up. Every minute between "yes" and payment is an opportunity for buyer's remorse to set in. The fastest path from yes to payment is the only acceptable path: send the link, wait on the call, confirm receipt.
Payment Script
The Exact Words — From Yes to Paid in Under 3 Minutes
Don — Immediately After They Say Yes
"Perfect — let me get you set up right now. This will take about two minutes.I'm sending you a secure payment link to [their email] right now — you should see it hit your inbox in the next 30 seconds. It'll be for $7,500 — that's the first half that starts the engagement. The second $7,500 is due when the plan is delivered, which is about five business days from your kickoff call with Dana.
[Send payment link — Stripe, invoice, or whatever system is in use]
Do you see it in your inbox? Go ahead and process that while we're still on — I'll stay right here."
[Wait. Stay warm but quiet while they process. Don't fill the silence with chatter.]
"You good? [confirmation] Excellent. You're locked in. Let me get your intake form sent over — that's a short form that gives Dana the detail he needs to start building your plan."
The phrase "I'll stay right here" is important. It signals you're not going anywhere — this happens now, together. It removes the "I'll process it after the call" exit. If they say they'll do it after the call, say: "I'd actually rather stay on while you do it — takes about 90 seconds and then I know you're locked in and I can get the team moving on your plan today."
If They Hesitate at Payment
Payment Hesitation Is a Different Objection — Handle It
Don — If They Pause at the Payment Link
"Everything okay on your end? [Pause] If there's something about the payment structure that's giving you pause, I'd rather know now than have you feeling uncertain going in. What's coming up for you?"[Listen. Usually it's one of three things:]
— "I don't have $7,500 liquid right now." → "No problem — we can split the first half into two payments over 30 days. $3,750 today and $3,750 in 30 days. The $7,500 at delivery stays the same. Does that work?"
— "I want to confirm the ROI before I pay." → [Go back to the screen, read the savings number again] "You're looking at [X] in estimated savings. The fee is $15,000 total. At [X] in savings, you've made [multiple]x your money. Is [X] not compelling enough — or is it something else?"
— "Can I pay with a check or wire?" → "Absolutely. I'll send you the wire instructions right now. Can you initiate that today so we can get Dana started this week?"
Payment flexibility is acceptable on structure (split payments, wire) — not on amount. Do not discount. If they push on the $7,500, the answer is: "The fee is $15,000 split in two halves — that's the structure. What I can do is make the first payment easier to process. What would be most helpful?"
7 Handoff to Dana — Every Close Gets This Within 1 Hour
Why the Handoff Is Part of the Close
The prospect just paid $7,500 based on what Don showed them and promised them. The handoff to Dana is where that promise becomes real. A slow, messy, or unclear handoff creates doubt. A fast, clean, specific handoff reinforces that they made the right call. Don owns this — it doesn't happen when it's convenient, it happens within 1 hour of the close.
Handoff Checklist
Everything Don Does Within 60 Minutes of a Close
1
Update CRM — Stage 6: Closed ✓
Name, contact info, income, entity, state, what was discussed on call, savings range shown in tool, specific objections raised and how they were handled, any context Dana needs going in. If Don leaves vague notes, Dana starts from scratch. Don's notes are Dana's head start.
2
Send client the CTAP intake form
Within 30 minutes of the close — while the energy is still high and they're engaged. The intake form is the bridge between the call and the plan. The faster it gets returned, the faster Dana can build the plan, the faster the $7,500 at delivery gets collected.
3
Slack/text Dana with a close summary
"Closed [Name] — [entity], [income range], [state]. Key savings areas: [2-3 bullet points from Free Look output]. Paid $7,500. Intake form sent. They're expecting your reach-out within 24 hours for the kickoff call." Keep it tight — Dana needs the signal, not the transcript.
4
Confirm payment received
Check that the $7,500 actually processed and landed. If there's a payment issue (card declined, wire not initiated), follow up with the client within 2 hours — not 2 days. Payment issues resolve fast when they're hot, not at all when they go cold.
5
Notify Lacee — close confirmed
Lacee tracks close rate by appointment. She needs to know when one of her sets closes. It reinforces the link between her work and the result — and it's the data she needs to improve her disqualification and targeting over time.
Handoff Text to Client
Send This Within 30 Minutes of Close
Text / Email to Client — Post-Close
"[Name] — Don here. Great call today. You're officially locked in.Two things coming your way in the next few minutes:
1. The CTAP intake form — takes about 10 minutes, gives Dana everything he needs to start building your plan
2. Dana Cornell will reach out within 24 hours to schedule your kickoff call
The faster the intake form comes back, the sooner we get started — and more of this tax year we can impact. Looking forward to showing you what this looks like with your full numbers.
— Don"
★ Call Scorecard — Don Self-Scores Every Call
Why the Scorecard Matters
Close rate is a lagging indicator. The scorecard is a leading one. If Don scores below 7 on a call, he knows exactly what to fix before the next one — not after the month-end review when the pattern has already cost revenue. Submit within 24 hours of every call. Any category scored 0 becomes the focus of the weekly debrief with Dana.
CTAP Closer — Call Scorecard · Target: 8+/10 · Submit within 24hrs
1
Set the agenda at the opening — told the prospect exactly how the call would go before asking the first question
/ 1 pt
2
Asked all 5 diagnostic questions in sequence — did not skip, merge, or rush any of them
/ 1 pt
3
Ran the Free Look tool live on screen — prospect saw their name and specific numbers, not a generic slide
/ 1 pt
4
Quantified the gap in dollars — gave the prospect a specific savings estimate tied to their actual output, not a range like "could be a lot"
/ 1 pt
5
Presented one path only — did not offer options, alternatives, or a menu of services
/ 1 pt
6
Named $15,000 clearly and without apologizing, softening, or pre-justifying it before the prospect reacted
/ 1 pt
7
Asked for the business explicitly — said some version of "Are you ready to get started today?" before ending the call
/ 1 pt
8
Handled at least one objection using the framework — did not cave, capitulate, discount, or move on without addressing it
/ 1 pt
9
Collected payment on the call OR had a specific, scheduled next step with a date and time before hanging up — no floating "I'll follow up"
/ 1 pt
10
Stayed in closer mode the entire call — did not drift into advisor/explainer mode, did not answer strategy questions, did not over-describe the plan
/ 1 pt
★
TOTAL SCORE — 8+ = strong. 6–7 = one debrief item. Below 6 = mandatory review with Dana before next solo call.
/ 10
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