The components of an effective Agenda


Hi, my name is Adam McClary, I am a High Ticket Closer and I love helping closers close more. In this article I am going to explain what the agenda step is. How I build it, and why it is important addition to any sales call.


In the sales process rapport is the most important and first step of any call. If you would like to learn more about how to quickly and effectively build rapport just follow this link. However after you build rapport with someone the second step of the effective sales call is the agenda step. It is important to have the prospect agree with you on the purpose of the call. Because, how will either party on a call know if the call was effective, unless you agree on the terms by which you will measure success.

 Second when dealing with different personalities it is important to tailor the call to the person. For example with shy prospects it can reassure them and put them at ease. When they are relaxed they can focus on fixing the problem that prompted the call. On the other hand with overbearing prospects it allows us to set a president. “This is how the call will go.” This protects the closer so he doesn't leave the call filling like he got run over by a mack truck.

Steps of an effective agenda

 Still think an agenda is an unnecessary and awkward step? Imagine for a moment roadtripping cross country without a map, hard right? Now imagine cross country racing again without a map. The added speed just made this difficult task even more frustrating. Jumping on a closing call without an agenda is a lot like hitting the road for that cross country race. How will you ever get anywhere fast, and how will you know you got there when you do get there?

First: The transition

Sometimes when we have a prospect who really likes to talk it can be hard to transition from rapport to agenda. But, using this one sentence can help signal the shift. I often will tell the prospect. “Ok, we can get started if you are ready.” Once they have agreed to starting we can move forward.

Second: Building your frame

The beginning statement can sound something like this.(Great so the way this call is going to go is.) Notice the terminology here. We are not asking for permission to run the call. We are the one laying out the road map. If they agree to my terms we can move on. If they won’t agree to following my road map then why are we on the phone? We can disqualify them and move on. Another opening statement could sound like this. “Well John, I really want to respect your time and mine so before we dive in...” From here you would lay out the rest of your agenda.

Third: Agreeing on the route.

Next we need to agree on where we are going. So for example, I could say “I am going to ask you some questions to understand where you are and where you would like to be. If we find that our program is a good fit for you, and we can help you with this service we can move forward and can get you enrolled today. Does this sound alright?” Another example of an effective way to lay this out is, “Really what I want to find here on this call is clarity on what is working and what is not, where you want to go, and if our service of ___ will help you. And if it will I will show you how.”

Fourth: Putting the prospect at ease.

In closing it is important to know who you want to work with. This allows you to have the confidence to disqualify someone who is not a good fit. So now we have covered what will happen if we are a good fit. It is really important to cover what will happen if we don’t.

 This step is a nice touch, it takes the pressure off of the prospect. You will find that you have less objections at the end of the call using this. We have given them permission to say no. One way to cover this is, “if we find that we are not a good fit to work together I will do my best to send you over to someone else that can help you.”

Fifth: Who is the decision maker here?

In High Ticket Closing we must qualify for the decision maker. So you may ask, why is it important to qualify for decision maker.  Well let’s say you are the clerk in a jewelry store and as you stand behind the glass case. You have this cute little four year old girl walk up and point out this $40 bracelet in the case. She says she wants to see it and feel it. At this moment as the responsible salesman are you going to get the bracelet out and spend the next 15 minutes with her explaining why she should buy this bracelet? Or are you going to ask one simple but effective question, “where are your parents?” It is important as closers that we are in front of the person who can make the decisions the one with the money. Otherwise we are wasting our time and frustrating our prospects.

Putting it all together.

So here is an example of what this could sound like. “Great, so the purpose for today's call is to see if you are a good fit. To do that I am going to ask you some questions, to find out what is working and what is not. If we can help you then we can get you enrolled today. If we can’t I will do my best to point you toward someone that will be able to help you solve the problems we are talking about today. Sound good? Great, so is there anyone else who should be on the call with us today that would be part of making the decision whether or not to invest in this?”

I hope that these pointers will help you effectively build an agenda and take control of your next sales call. This will save you time and will allow you to better help your prospects and add value to their lives. The most important point though is to just have fun and enjoy your next call.

If you ever have any questions about closing inbound high ticket calls, email me at

Till next time, Keep crushing it.

Be awesome my friends,

Adam McClary