Your job is one thing: put qualified people on Dana's calendar.
Not to explain tax strategy. Not to answer questions about how the plan works. Not to convince anyone of anything. Your job is to identify people who are overpaying in taxes, make them feel the pain of that, and get them to agree to a 20-minute call where Dana shows them exactly how much they're leaving on the table.
That's it. Everything else is noise.
"A good setter doesn't sell the product. They sell the conversation. The product sells itself once the right person is in the room."
$15K
Per Close
Dana closes. You set.
3/day
Appts Target
17/week minimum
~57%
Close Rate
On qualified shows
$500K
Monthly Target
At full cadence
★ The Hormozi Frame That Runs Everything
The Core Reframe
Most business owners think of a tax plan as an expense. Your job is to reframe it as a return on investment — and make the math undeniable before the call ever happens.
If someone makes $400K and pays $140K in taxes, and we find $75K in savings, the plan costs $15,000. That's a 5x ROI in year one alone. Every year after, those same strategies keep running — compounding. The real question isn't whether $15,000 is worth it. The real question is: how much are they losing every year they don't have it?
Lead with that math. Don't wait for the call.
★ The Two Types of Leads
Cold Lead vs. Warm Lead — How to Think About It
🔥 Warm Lead (Priority)
- WAN advisor referral
- Replied to content / DM'd first
- Past client referral
- Follow-up from a previous touch
- Attended a webinar or event
- Responded to email sequence
❄ Cold Lead (Volume Game)
- LinkedIn outreach (no prior contact)
- Instagram DM cold
- Cold email list
- No prior relationship
- Found through research / scraping
- Chamber / association contact
Warm leads close at 2–3x the rate of cold. Spend 70% of your time on warm and follow-up. Cold outreach is volume — it fills the top of the funnel. Never neglect it, but never confuse effort with efficiency.
1 Who to Target — Ideal Client Profile
Protect Dana's time above everything. A bad appointment costs $15,000 in opportunity — the close that didn't happen because time was wasted. Disqualify fast and without guilt.
✅ Target — Book the Call
- Business owner, net profit >$200K/year
- S-Corp, LLC, Partnership, or C-Corp
- High-income W-2: exec, physician, attorney, consultant ($300K+)
- Real estate investor — active rentals or recent acquisition
- Pending liquidity event (business sale, RSUs, inheritance)
- WAN advisor referral (any income — pre-qualified)
- No proactive tax strategist (just a return preparer CPA)
- Open to making a decision in the next 90 days
❌ Disqualify — Don't Book
- Under $150K gross income
- No business entity (pure W-2 under $300K)
- Already has a proactive tax strategist (not just a CPA)
- "I'll think about it for 6 months" energy
- Expects results without paying for them
- Resistant to sharing basic financials
- Looking for free advice on the call
- Chronic no-shows from prior attempts
★ The 3-Question Quick Qualify (Use on First Contact)
Say This
Before you invite anyone to the calendar, get these 3 answers
Lacee
"Quick question before I take up your time — roughly what does your business income look like this year, or your W-2 if you're employed?"
Under $150K gross = politely disqualify. "Honestly I want to be straight with you — the level of planning we do is built for people paying at least $50K+ a year in taxes. If that's not where you are yet, I don't want to waste your time."
Lacee
"And are you working with someone right now who's actively planning your tax strategy — not just filing your return, but actually meeting with you before year-end to find savings?"
If yes and they love their strategist = soft disqualify. If yes but "just a CPA who files" = huge opportunity. That's your opening.
Lacee
"If we got on a call and showed you exactly where you're overpaying — with your actual numbers — and it was $40K, $60K, $80K a year — is that something you'd want to do something about this year?"
If the answer is anything other than yes — disqualify. You're not here to convince people taxes are bad. They should already believe they're overpaying. You're just confirming they're right.
2 Cold Outreach Scripts
Cold Outreach Philosophy
Cold outreach has one job: earn the right to the next message. Not the call. Not the sale. The next message. Short. Specific. Pattern-interrupt. Make them feel like you did your homework — even if you're sending 50 of these today. The difference between good outreach and spam is personalization that shows you actually looked at their profile.
2A LinkedIn Cold — Message 1 (The Hook)
Send This
First touch — LinkedIn DM or InMail
Message 1 — LinkedIn
[Name] — quick question. Do you work with a tax strategist, or just a CPA who files your return?There's a real difference — and most business owners at your level are leaving $50K–$150K on the table every year without knowing it.
Dana Cornell at Cornell Capital has helped [X] business owners identify and capture that gap. Would a 20-minute call to see if there's an opportunity in your situation be worth your time?
Personalize the first line when possible. Reference their industry, company size, or a recent post. "I saw you just closed a Series A / launched a new location / posted about Q4 taxes" — anything that shows you actually looked.
2B LinkedIn Cold — Message 2 (Follow-Up, 3 Days)
Send This
3 days after Message 1 — no reply
Message 2 — LinkedIn (Day 3)
[Name] — I know this landed in a busy week. Not following up to be annoying — just that the people we work with typically see 3x–10x ROI on their tax plan in year one.At $15K for the plan, if we find $60K in savings, you've made 4x your money before the year ends. Every year after that, those same strategies keep running.
If the timing is wrong, just say the word. If there's any chance it's worth 20 minutes, I can get you on Dana's calendar this week.
2C LinkedIn Cold — Message 3 (The Breakup, Day 7)
Send This
Day 7 — final message in this sequence
Message 3 — The Breakup (Day 7)
[Name] — last message from me on this.Based on your profile, I think there's a real opportunity here — but I don't want to keep reaching out if the timing is off or it's just not relevant.
If I'm wrong and you're already working with someone doing proactive tax planning, I'll shut up. If I'm right and it's just been a busy week — my calendar link is below. 20 minutes. No pitch, just your numbers.
[Calendar link]
The breakup message often gets the highest reply rate. People respond to finality. After 3 touches with no reply, move to a monthly nurture — one value-add message per month (a stat, a strategy headline, a result). Don't chase. Nurture.
2D Cold Email — Subject Lines That Work
Use These
Subject lines — pick one per send
Quick question about your taxes, [Name]
You're probably overpaying by $[X]
CPA vs. tax strategist — big difference
Is your tax plan actually doing anything?
Most [industry] owners leave $60K on the table
Keep subject lines under 8 words. No exclamation points. No "FREE" or "SAVE." Write like a person, not a marketer. The goal is a 40%+ open rate.
2E Cold Email — Body
Send This
Cold email body — keep it under 120 words
Email Body
[Name],Quick question: do you work with a tax strategist, or just a CPA who prepares your return?
There's a meaningful difference — and at your income level, most business owners are overpaying by $50K–$100K annually without realizing it. Not because their CPA is bad. Because CPAs are trained to file accurately, not to find savings before the return is filed.
Dana Cornell at Cornell Capital does that second part. Would a 20-minute call to run a quick diagnostic on your situation be worth it?
[Calendar link] — or just reply and I'll send times.
— Lacee
Cornell Capital Holdings
2F Cold Instagram / Text DM
Send This
Short-form — Instagram DM or text (under 75 words)
Instagram / Text DM
Hey [Name] — random question. Do you work with a tax strategist or just a CPA?Asking because we work with business owners at your level and the average person we talk to is overpaying $60K–$100K/year. Takes 20 minutes to find out. Worth a quick call?
On Instagram, always engage with 2–3 of their posts first (like, comment genuinely) before DM'ing. Cold DMs from accounts with zero prior interaction get ignored. Warm the thread before you pitch the call.
3 Warm Lead Scripts
Warm Lead Philosophy
A warm lead already has some level of trust. Don't squander it by going back to cold mode. Reference the relationship. Reference the referral source. Reference whatever created the warmth. The fastest path to the calendar is acknowledging what they already know — and adding the urgency of a specific, personalized gap.
3A WAN Advisor Referral
Say This
Phone call or text — advisor referred them directly
Lacee — Phone / Text
Hey [Name], this is Lacee calling from Cornell Capital Holdings. [Advisor name] asked me to reach out — said you two had a conversation about your tax situation and thought we might be able to help.I'm not going to pitch you anything right now — I just want to set up 20 minutes with Dana Cornell so he can look at your situation and tell you specifically what he's seeing. If there's something there, great. If not, you'll know that too.
Does [day/time option 1] or [day/time option 2] work for you this week?
Name-drop the advisor immediately. That's your credibility transfer. Then go straight to the calendar — don't explain the plan, don't answer questions about how it works. "Dana will walk you through all of that on the call" is your answer to everything.
3B Inbound Lead — Responded to Content / Ad
Say This
They replied, commented, or filled out a form — call within 5 minutes
Lacee — Phone (within 5 min of lead coming in)
Hey [Name], this is Lacee from Cornell Capital. You just [replied to our post / filled out the form / reached out] — I wanted to call you right away because we typically find that the best conversations happen when it's still top of mind.Quick question before I take up your time: are you a business owner or do you have a W-2 over $200K?
[Yes → continue] Great. The reason Dana shows people on these calls is simple — he runs your numbers through our diagnostic and tells you exactly what you're overpaying, in dollars, and what strategies apply to your situation. Most people see somewhere between $40K and $120K in identified savings. Takes 20 minutes.
Do you have time [today / tomorrow] to do that?
Speed is your biggest weapon with inbound leads. 5-minute response time vs. 60-minute response time is a 10x difference in connect rate. If you can't call within 5 minutes, text within 2. "Hey [Name] — Lacee from Cornell Capital. Just saw your message. Calling you in [X] minutes — will you pick up?"
3C Past Client Referral
Say This
A current or past client gave you their name
Lacee — Phone / Text
Hey [Name], this is Lacee from Cornell Capital. [Client name] mentioned your name — said you two were talking and thought you might be dealing with the same kind of tax situation they were before they worked with us.I don't know if [Client name] told you what happened on their end, but to give you a sense — we found [$X amount] in annual savings for them in the first 90 days. Not a one-time thing — those strategies run every year.
Dana does a 20-minute diagnostic call where he shows you your specific numbers. No obligation, no pitch — just your situation, your numbers, what's possible. Worth 20 minutes?
If you have permission to share the client's result, use it. Specific numbers from a real person they know are worth 10x generic claims. "We found $82K for [Client name] in the first year" beats "we find $50K–$150K" every time. Always get permission from the client first.
3D Re-Engaging a Lead Who Went Cold
Say This
They showed interest before but went quiet — re-engage after 30–60 days
Lacee — Text / DM
[Name] — Lacee from Cornell Capital. We talked [X weeks] ago about your tax situation. I know the timing wasn't right then.Wanted to check back in because we're heading into [Q3 / Q4 / year-end] and a lot of the strategies we use have to be set up before [date] to apply this year. Once the year closes, that savings window closes with it.
Still worth 20 minutes to see what's there — before it's too late to do anything about it this year?
Year-end urgency is real and ethical — most tax strategies DO have to be set up before December 31st. Use the deadline. "The window closes when the year does" is a legitimate urgency frame, not a fake one.
4 The Qualification Call (10–15 Minutes)
Your Only Goal on This Call
Get them to agree to the diagnostic call with Dana. That's it. Do not explain tax strategy. Do not answer "how does it work." Do not describe the process. Your job is to confirm they qualify, surface the pain, and sell the 20 minutes. Every question you answer about the plan is a reason they don't need to be on the call.
4A The Opening (First 60 Seconds)
Say This
Open strong — frame the call before they do
Lacee
"Hey [Name], thanks for taking the time. Here's what I want to do — I'm going to ask you three quick questions, and if it looks like there's a real opportunity in your situation, I'll get you on a 20-minute call with Dana this week where he'll show you exactly what we're seeing in your numbers. Does that work?"
Frame the call before they frame it. If you don't set the agenda in the first 60 seconds, they will — and their agenda is "let me interrogate this person about what they're selling." Your agenda is "let me find out if I can help you."
4B The 5 Diagnostic Questions
Ask These
In order — listen more than you talk
Q1
"What does your business or personal income look like this year — ballpark?"
Let them give you a range. Don't push for precision. "Somewhere around $400K" is enough. You're listening for the pain scale, not the exact number.
Q2
"How much did you actually pay in taxes last year — federal, state, self-employment combined?"
Most people genuinely don't know. When they pause — that pause is the opening. "That's actually really common. Most business owners at your level have never had someone sit down and show them the total number. That's part of what Dana does on the call."
Q3
"What's your current entity structure, and when did your CPA last proactively review it for optimization?"
If they say "I'm not sure" or "a few years ago" — that's a red flag for them, a green flag for you. "That's actually one of the most common places we find savings — the structure hasn't been reviewed while the income has grown."
Q4
"Any real estate, investments, or planned liquidity events in the next 12–24 months?"
Each yes is another layer. Business sale coming? Real estate? RSUs vesting? Each of those is a category of savings that probably hasn't been addressed. Reflect it back: "Got it — so there's real estate AND a potential sale in the mix. That's actually a pretty significant planning opportunity."
Q5
"If Dana showed you on the call that you're overpaying by $60,000 or more — what would get in the way of moving forward to fix that?"
This is the most important question. If they say "nothing" — you've got a hot lead. If they say "the price" — handle it now. "The plan is $15,000. If we find $60K, that's 4x ROI before year-end. Is price still the concern?" Handle it before Dana ever gets on the call.
4C The Pivot to the Calendar
Say This
After the 5 questions — go straight to booking
Lacee
"Okay — based on everything you've told me, I think there's a real opportunity here. You're a [entity type] generating [income range], your structure hasn't been reviewed recently, and you've got [real estate / a liquidity event / investments] in the mix. In our experience, that profile typically surfaces $50K–$100K in identifiable savings.What I want to do is get you on Dana's calendar this week. It's 20 minutes. He'll run your numbers through our diagnostic and show you exactly what he's seeing — no pitch, just your situation. From there, you decide. Does [Day] at [Time] work, or is [Day 2] at [Time 2] better?"
Always offer two specific times. "When are you free?" gives them too much control and creates friction. Two options forces a decision between the two — not a decision about whether to go at all. This is the Hormozi close: always binary choices, never open-ended asks.
5 Follow-Up Sequences
The Follow-Up Rule
"The fortune is in the follow-up" is a cliché because it's true. Most sales happen on touch 5–12. Most setters stop at touch 2. The person who booked a call and went quiet is NOT a dead lead — they're a future close who got busy. Your job is to stay in front of them until they convert or tell you to stop. Not every follow-up should be a pitch. Some should just be value.
5A Post-Call No-Book Follow-Up Sequence
Sequence
They got on a qualification call but didn't book the diagnostic
D+1
Same Day or Next Morning — Text
"[Name] — Lacee here. Great talking earlier. Dropped the calendar link below if you want to grab time with Dana this week. Here's what you're looking at: [Day 1], [Day 2], or [Day 3] — all have availability. [Calendar link]"
D+3
Day 3 — Value Touch (no pitch)
"[Name] — quick thought after our conversation. One of the things Dana looks at for [entity type] owners is [specific strategy relevant to their situation — e.g., 'the S-Corp reasonable comp optimization']. Most people we talk to have never had that reviewed. On average it's a $15K–$30K annual swing. Just wanted to plant that seed before we connect."
D+7
Day 7 — Urgency + Specific Date
"[Name] — we're moving into [Q3/Q4] now and a lot of these strategies need to be in place before year-end to apply this year. I have one spot on Dana's calendar [specific day, e.g., Thursday at 2pm]. You want it?"
Make it feel like scarcity because it is — Dana's time is genuinely limited. You're not manufacturing urgency, you're communicating a real constraint.
D+14
Day 14 — The Reframe
"[Name] — genuine question. Is there something specific that's been holding you back? I ask because in our experience, the hesitation is almost always one of three things: timing, price, or 'I don't think it applies to me.' I'm happy to address any of those directly — just don't want to keep following up if there's a real reason this isn't the right fit."
D+30
Day 30 — Move to Monthly Nurture
After 30 days with no response, move to the monthly nurture sequence. One message per month with a stat, a strategy headline, or a client result. No calendar push. Just stay in front of them until they're ready. "Not now" is not "no."
5B No-Show Recovery Sequence
No Show
They booked but didn't show — act within 15 minutes
Text — Within 15 Minutes of Missed Call
"Hey [Name] — Lacee from Cornell Capital. You had a call with Dana at [time] — looks like something came up. No worries at all. Can we find another time this week? I want to make sure Dana can show you what we're seeing in your numbers before the slot opens up to someone else.Does [Day 1] or [Day 2] work?"
Call first, then text if no answer. Most no-shows are just schedule chaos — not a disqualification. Rescue 80% of no-shows with a same-day reach-out. Wait longer than 24 hours and you'll rescue maybe 20%.
Day 2 — If Still No Reply
"Hey [Name] — still want to connect? Dana had you on for [time] yesterday — I can get you rescheduled quickly if you want. [Calendar link] — just grab any open slot."
Day 5 — Final Attempt
"Last try on this — not going to keep chasing. If you want to reschedule, the link is below. If the timing just isn't right, no hard feelings. Just say the word either way. [Calendar link]"
6 Objection Handlers
On Objections
An objection is not a rejection. An objection is a question in disguise. "I need to think about it" means "I don't see enough value yet." "I already have a CPA" means "I don't understand what you do differently." "It's too expensive" means "I don't believe the ROI is real." Your job is to answer the question underneath the objection — not fight the objection itself.
Objection
"I need to think about it."
I don't see enough value or urgency to decide right now.
Lacee
"Totally fair — what specifically do you want to think through? Is it the price, the timing, or something about whether it actually applies to your situation?"[Let them answer — then go here:]
"Got it. Here's what I've found — when someone says they need to think about it, it's usually one of two things: either they don't believe the savings are real, or they're not sure the timing is right. Which one is it for you?"
[If timing:] "Totally understand. The one thing I'd flag is that most of the strategies we use need to be set up before year-end. Once the year closes, whatever we could have saved for you this year is gone. That's not a pitch — it's just the reality of how tax law works. How close are you to year-end action?"
[If skeptical about savings:] "Fair — I get it. Here's what I'd say: the only way to know if it's real is to see your actual numbers. Dana doesn't do estimates on the call — he runs the diagnostic live and shows you the dollar amount. If it's not there for your situation, he'll tell you. It's 20 minutes either way."
Objection
"I already have a CPA."
I think what you do is what my CPA does. I don't see the difference.
Lacee
"Your CPA is staying right where they are — we're not replacing them. Quick question: does your CPA meet with you before the end of the year to proactively find savings? Or do they mostly call when the return is ready to file?[Most will say 'they file the return'] That's the difference. CPAs are trained to file accurately. We're trained to find savings before the return is filed — before the window closes. Most CPAs, honestly, don't have time to do proactive planning. They're overwhelmed with compliance. What we do is the tax strategy work your CPA wishes they had time to do for you.
That's not a knock on your CPA. It's just a different job. And most of the clients we work with still use the same CPA they had before — they just use us for the strategy layer."
Objection
"$15,000 is a lot of money."
I don't believe the ROI is real. Or I'm anchoring on the number without doing the math.
Lacee
"It is — and here's how I'd look at it. You told me you paid roughly [$X] in taxes last year. If Dana finds $60,000 in savings — which is on the low end for your profile — you've made 4x your money before the year ends. And those aren't one-time savings. Those same strategies apply every year they're in place.At $15,000 for the plan, the question isn't whether it's expensive. The real question is: what does it cost you every year you don't have it? Based on what you told me, that number is probably $60K–$100K. Every year.
The 20-minute call doesn't cost you anything. If Dana looks at your situation and doesn't see the savings, he'll tell you and you walk away with nothing owed. That's the offer."
Do the math out loud. Make the ROI real. "$15,000 vs. $60,000 saved" is a 4x return in year one. Most people have never had someone do that math for them this directly. Don't be apologetic about the price — be matter-of-fact about the value.
Objection
"I don't think this applies to me."
I don't believe I'm leaving money on the table. Or I don't trust that this is real.
Lacee
"That's actually the most common thing we hear — and it makes sense, because if your advisors were finding everything, you'd know about it. The problem is most people don't know what they don't know.Here's what I can tell you: we've done this with [X] business owners, and the ones who said 'I don't think this applies to me' the loudest usually had the most sitting on the table. Not because they're doing anything wrong — just because nobody had ever looked at their full picture with a tax-strategy lens.
20 minutes to find out for sure either way. If Dana looks and says 'actually you're pretty well set' — that's worth knowing too. If he finds something, you'll have a number and a path to fix it. What's the downside of finding out?"
Objection
"Can you just send me some information first?"
I want to feel in control. Or I'm not ready to commit to the call and want a low-commitment option.
Lacee
"I can — but honestly, I want to be straight with you. The information doesn't tell you anything specific to your situation. It's like sending you a menu before you've told me you're hungry and what you're in the mood for.What Dana does on the call is the information — your numbers, your situation, what he's seeing. That's the thing that's actually useful. I can send you a one-pager if you want something to look at, but the only thing that's going to tell you whether this is worth it is 20 minutes where we run your actual numbers.
What if I send you something short and we lock in a time at the same time? That way you have something to review before the call and the call is already on the calendar."
If they insist on info only — send it, but book the call first. "Let me grab you a time while I pull that together." Always book before you send. Info without a call on the calendar rarely converts.
Objection
"I'm too busy right now."
This isn't a priority. I don't see enough urgency relative to everything else on my plate.
Lacee
"I hear you — and I'll make this as easy as possible. The call is 20 minutes. Dana runs it — you just show up and answer a few questions. We can do it at 7am or after 5pm if that's easier. I'll work around your calendar.The one thing I'd flag is the year-end piece. If there's savings to be found for this year, we have to set the strategies up before December 31st. The window for this year closes when the year does. So it's less a question of 'when am I free' and more a question of 'how much do I want to save this year vs. next.' Does next week work, or is the week after better?"
7 Pre-Call Confirmation Sequence
Why Confirmation Matters
The no-show rate drops by 60–70% with a proper confirmation sequence. Most no-shows aren't deliberate — they forget, something comes up, or the call feels optional because nobody treated it like it mattered. Your job is to make the confirmation feel like a pre-game — not a reminder. Build anticipation. Make them curious about what Dana is going to show them.
7A 24-Hour Confirmation Text
Send This
24 hours before the call — text AND email
Text — 24 Hours Before
"Hey [Name] — Lacee from Cornell Capital. Just confirming your call with Dana tomorrow at [time] [timezone]. He'll be looking at your specific tax situation and showing you exactly what he's seeing in your numbers.One quick thing — it helps Dana to know going in: roughly what's your annual income, and what entity are you structured as? Just ballpark is fine — it helps him come prepared.
Zoom link: [link]. See you tomorrow."
The pre-call question does two things: gets them thinking about their situation (mentally primes them for the conversation) and confirms they're actually engaged. Someone who responds to this message shows up. Someone who ignores it is a risk.
7B 1-Hour Confirmation Text
Send This
60 minutes before — short and direct
Text — 1 Hour Before
"Hey [Name] — see you in an hour. Zoom: [link]Dana's cleared his calendar for you — should be a good one."
"Dana's cleared his calendar for you" — this is a subtle value signal. It communicates that Dana's time is valuable and he's giving it to them. It makes the call feel more like an event and less like a routine meeting.
7C Pre-Call Email (Sent at Booking)
Send This
Email sent immediately when they book — sets expectations and builds anticipation
Email — Sent at Booking
Subject: You're on Dana's calendar — here's what to expect[Name],
You're confirmed for [Day], [Date] at [Time] [Timezone].
Zoom: [link]
Here's what Dana's going to walk you through in 20 minutes:
1. Your current tax exposure in dollar terms — what you're actually paying vs. what a properly structured person at your income level pays
2. The 2–3 highest-leverage strategies that apply specifically to your situation
3. A clear picture of what's possible — and what the path to capturing it looks like
He's not going to pitch you. He's going to show you your numbers. What happens after that is up to you.
To make the most of the 20 minutes, come knowing roughly: your gross income this year, your entity type, and roughly what you paid in federal taxes last year. Don't need exact numbers — ballpark is fine.
See you [Day].
— Lacee
Cornell Capital Holdings
★ The Rules — Non-Negotiable
Rule 1
Never explain the plan. Sell the call.
The moment you start explaining tax strategy on a qualification call, you've made yourself the product instead of the diagnostic. Every question they ask about "how it works" gets one answer: "That's exactly what Dana's going to show you on the call — with your actual numbers, not a generic explanation."
Say This
- "Dana will walk you through that on the call"
- "That's a great question for the diagnostic"
- "That's exactly why the 20 minutes matters"
- "Every situation is different — that's why we look at yours specifically"
Never Say This
- Explaining what a defined benefit plan is
- Describing how S-Corp optimization works
- Listing all the strategies we use
- Answering "what exactly do you do?"
Rule 2
Disqualify fast and without guilt.
A bad appointment costs $500–$1,000 in closer time. Disqualifying a bad lead costs nothing. The fastest way to hit 17 appointments a week that actually close is to stop booking the ones that won't. If someone doesn't qualify, say this:
"Honestly, I want to be straight with you — the level of planning we do is built for people paying at least $50K–$60K+ a year in taxes. Based on what you've shared, I don't think I'd be doing you any favors by putting you on Dana's calendar right now. If that changes, reach back out — I'll be the first one to help."
This is the most professional thing you can do. It respects their time and protects Dana's.
Rule 3
Call within 5 minutes of every inbound lead. No exceptions.
The data is not ambiguous: a lead contacted within 5 minutes converts at 10x the rate of a lead contacted in 60 minutes. And a lead contacted in 60 minutes converts at 10x the rate of a lead contacted the next day. If you physically can't call in 5 minutes, text this within 2 minutes:
"Hey [Name] — Lacee from Cornell Capital. Just saw your message. Calling you in [X] minutes — will you pick up?"
That text alone recovers 40–50% of the speed gap.
Rule 4
Always give two time options. Never ask "when are you free?"
"When are you free?" puts the friction on them and invites them to say "I'll look at my calendar and get back to you." That never happens. Always say: "Does Tuesday at 10am or Wednesday at 2pm work better?" You're not asking if they want to go — you're asking which version of going they prefer. Binary options force a decision between two yeses instead of yes vs. no.
Rule 5
"Not now" is not "no." Follow up until they convert or opt out.
Most closes happen on touch 7–12. Most setters stop at touch 2 or 3. The only reason to stop following up is if someone explicitly says "stop reaching out" — and even then, move them to a monthly nurture, not a delete. Every "not now" should have a defined next step and a date on the calendar for that next touch. If there's no next step, it's a dead lead. If there's a next step, it's a future close.
The One Thing That Changes Everything
The difference between a setter who hits 3 appointments a day and one who hits 1 is not the script. It's the number of conversations they have. Volume cures almost everything. If you're not hitting your numbers, the first question is always: how many touches did I make today? Scripts only matter if you're actually using them.