# 02 — Kickoff Call Playbook (15 minutes)

**Trigger:** Lead submits inquiry via lead modal → CRM creates lead → reply email includes a Calendly link → customer picks a slot → US team takes the call.

For tripwire purchases (offline payment in current model), the kickoff call doubles as the scoping + payment-confirmation call.

## Calendly setup

- **Event name:** "BT Web Group — 15-min Free Strategy Call"
- **Duration:** 15 min (offer 30-min upgrade after first 5 min if scope is complex)
- **Buffer:** 10 min after
- **Availability:** Mon-Fri, 9 AM – 4 PM ET
- **Form fields:** name (auto), email (auto), phone, "Which package brought you here?", "What's the one outcome you most want from us?"
- **Confirmation email:** include a 1-line agenda + "If 15 min won't be enough, just say so when we connect — we can extend or schedule a longer follow-up."
- **Calendar invite:** auto-add to caller's calendar with Zoom or phone link
- **Buffer for prep:** US team reviews the lead record + intake form (if completed) 5 min before call

## Call agenda (15 min, structured)

| Minute | Topic | Goal |
|---|---|---|
| 0:00 – 1:00 | Greeting + thanks | Set warm tone, confirm name + business |
| 1:00 – 5:00 | Their situation (listen mode) | Understand the problem in their words; ask 2-3 clarifying questions; do NOT pitch |
| 5:00 – 9:00 | Match to package | Recommend ONE specific package (tripwire, starter, or bundle) that fits; explain why |
| 9:00 – 12:00 | Walk through deliverables + timeline | Specific. "In 5 business days you'll get X. Day 1: intake. Day 2: this call. Day 3-4: production. Day 5: delivery." |
| 12:00 – 14:00 | Cancellation + data policy | Proactively mention "no contracts, cancel anytime, data is yours." Customers consistently bring this up — address it before they have to |
| 14:00 – 15:00 | Close + next steps | "Send you a confirmation email with payment instructions [or "I'll send the intake form now"]. Get the form back to me by [date] and we start the clock." |

## Call follow-up (within 1 hour of call ending)

1. Update the lead record in CRM with: package recommended, customer's stated goal, any concerns raised, deadline.
2. Send a follow-up email containing:
   - Confirmation of package + price
   - Payment instructions (offline — Stripe invoice, ACH, or check) OR intake form link if pre-paid
   - Link to intake form (01)
   - Calendar invite for any follow-up call
   - The 5-day delivery clock starts when intake is complete + payment received
3. If customer hasn't bought yet: schedule a follow-up nudge in CRM (3 days) — soft, not pushy.
4. Add customer to the production tracker (03) with status "Awaiting intake/payment."

## What success looks like on a kickoff call

- Customer can repeat back the deliverable in their own words
- Customer knows exactly when delivery will happen
- Customer has zero open questions about cancellation/data
- Next step is unambiguous (intake form + payment)
- Call ended on or before 15 min — not because we rushed, but because we were efficient