05 · Sales
The sales SOP.
For the setters and closers on Iron Forge. It replaces the fitness-programme call. What already worked on the calls is kept; what put Danny at risk is removed.
What changes on calls.
3 months ₹75,000. 6 months ₹1,20,000.
The same programme used to be quoted anywhere from ₹45K to ₹85K, with fashion added at different prices. Now there is one price, given once, after the walkthrough. No "management" discounts, no number invented on the call.
Only what delivery actually has.
Client counts, team claims, batch sizes, the guarantee and app features varied from call to call. From now on, the true-claims list is the full list of what can be said. Whatever is not on it is either built for real or not said.
"Danny assigns you an experienced coach, Coach Rayyan."
Coach Rayyan coaches on Danny's method, and Danny reviews at day 30, 60 and 90. Never "Danny will coach you" or "Danny works with only ten people". The guarantee is the conditional one in the agreement, never "free until you do" on its own.
The ten rules of the call.
- One price. 3 months ₹75,000. 6 months ₹1,20,000. No ranges, no "management" discounts, no number invented on the call.
- Only true claims. The true-claims list is the full list of what can be said. If it is not on that list, it is not said.
- Danny assigns the coach. Say: "Danny assigns you an experienced coach, Coach Rayyan, who coaches you on Danny's method, and Danny reviews you at day 30, 60 and 90."
- Style is part of the method, never an add-on. No fashion upsell, nothing ticked by default. Never ask "do you have a bad sense of fashion?" Ask how his clothes fit.
- The guarantee is conditional, exactly as written in the agreement. Never "free until you do" on its own.
- The decision maker is on the call. If the application says partner, parents or business partner, invite them when booking.
- Diagnose before you pitch. No walkthrough before the discovery is done.
- Scarcity only when true. Seats depend on coach capacity; say so only when the CSM confirms the count.
- Nobody is told they do not qualify. The wrong fit is offered the Starter Plan.
- Every call is recorded on Fathom and the outcome is logged in Ultimate OS the same day.
Who does what
| Role | Owns |
|---|---|
| Setter | Tier B calls within 5 minutes, tier A booking confirmations within 1 hour, unbooked tier A calls after 15 minutes, partial applicants within 1 hour, show-up reminders, no-show rebooking |
| Closer | The strategy call: discovery, walkthrough, price, payment, the agreement link |
| Danny | A 2-minute welcome after payment (live when he can, otherwise the recorded welcome) |
| CSM | The handoff within 1 hour of payment |
| Sales lead (Varun) | Weekly call reviews, the scorecard, coaching the team |
The setter call.
Tier B, and unbooked tier A. Within 5 minutes of the application. 5 to 8 minutes long.
- Open: "Hi [name], this is [setter] from Danny's team at Iron Forge. You just applied for Made to Measure. Got two minutes?"
- Confirm what he wrote: "You said what matters most is [Q1], and you want people to say [Q6]. Tell me a bit more."
- Three questions: "What does a normal week look like for you, work and travel?" · "What's made it hard to stick with before?" · "Is there a date you're working towards?" (if Q4 is blank)
- Decide. Fit: book the strategy call on the spot, inside 48 hours, with the decision maker invited. Not ready to invest now: "The best place to start is Danny's 30-day Starter Plan. It's built for you and you can start today." Send the link.
- Log the outcome and the reason in Ultimate OS.
WhatsApp reminders at 24 hours, 2 hours and 15 minutes; a call 10 minutes before if he has not confirmed. A no-show is called within 10 minutes and rebooked once.
Before the strategy call · closer, 5 minutes
Read the closer card on the lead: what he wants most, what he does, where he lives, his moment and its date, what stopped him before, what he wants people to say, his readiness to invest, who decides, his tier and source. Pick the segment branch and two or three matching testimonials once they exist.
The strategy call, 45 minutes.
| Part | Minutes | Goal |
|---|---|---|
| 1. Frame | 2 | Set the agenda and the decision |
| 2. Discovery | 15 | Understand his day, his history, his moment, the cost of doing nothing |
| 3. The method | 12 | Measure, Reset, Build, Finish, made for him |
| 4. Proof and the team | 4 | Danny's method, Coach Rayyan, real results |
| 5. Price and payment | 5 | One price, how he pays |
| 6. Close and next steps | 5 | Payment, agreement, welcome |
| Buffer | 2 |
1. Frame · 2 minutes
"Thanks for making the time. Here's how this works: I'll ask about you, your day and what you want. If it looks like Made to Measure fits, I'll walk you through how it works for you specifically and what it costs. If we're both aligned at the end, we'll get you started today. If it's not a fit, I'll tell you. Fair?"
Setting the decision up front works; it is kept from the calls. If the decision maker is missing and was listed, offer to move the call.
2. Discovery · 15 minutes
In this order. Write his exact words in the lead.
- "Tell me what's been happening." Let him talk.
- His day, wake to sleep: sleep, first meal, work, meetings, travel, dinners, drinks, training, last meal, screens. (Kept: "from the time you wake up to the time you sleep.")
- What he has tried and why it stopped. "You've clearly tried before. What happened?"
- His body today, and how his clothes fit. "How do your shirts and trousers sit on you right now?" (This replaces the fashion question.)
- Health: any recent bloods, injuries, medication. Note only; never advise.
- His moment: "Is there a date or a room you want to walk into differently?"
- Why now: "What made you apply now and not six months ago?"
- Cost of doing nothing: "If nothing changes in the next 12 months, what does that look like, for your energy, your work, how people see you?"
- The outcome in his words: "90 days from now, what do you want people to say when they see you?"
- Commitment: "On a scale of 1 to 10, how important is it to fix this now?" Below 7: ask what would make it a 10.
Segment branches
Use the one that fits, one or two questions.
| Segment | Ask | Anchor the walkthrough on |
|---|---|---|
| Founder or business owner | "How many days a month are you travelling or at client dinners?" | The travel and dinner protocols; looking like he runs the room |
| Senior role (VP, CXO, director) | "How often are you on stage, on camera or in front of the board?" | Presence; looking the part of the title |
| The heir who runs it | "How do the elders and staff see you since you took over?" | Carrying himself like the man in charge |
| Consultant doctor | "What do your shifts and conferences do to your week?" | Night-shift and conference protocols; looking the authority |
| Abroad | "Who cooks for you, and when are you next home?" | Eating alone, the trip home, the family seeing a different man |
| Wedding or engagement | "What's the date, and what do you want the photos to show?" | Working back from the date; the Finish timed to it |
| Woman | "How do your clothes fit your frame today?" | Strong, lighter, dressed for her frame (the women's style track is confirmed before she is sold the full method) |
3. The method · 12 minutes
Use the deck. Make it about him: every step uses what he said in discovery.
"Most coaches fix one layer. A PT fixes one hour of your day; the other 23 win. A diet takes muscle with the fat, so your clothes still sit wrong. A stylist dresses a body that's about to change. Danny's view is simple: it's your entire day that affects the way you look or feel. So Made to Measure fixes all of it, in the right order."
Kept from the calls: "your body isn't broken, the system is" and "the same height and weight as a million other men, but your life isn't the same."
"Your frame: shoulders up, waist down, how a shirt sits on you. Nutrition from your bloods. A routine built around your travel, your dinners, your [his week]."
Kept: "35% happens in the gym, 65% at home" and "broad shoulders and a slim waist, how you fit into a shirt."
4. Proof and the team · 4 minutes
5. Price and payment · 5 minutes
Set the term first: under about 8 to 10 kg to lose and no big frame rebuild, 3 months; more, or a frame rebuild, 6 months.
"For what you want, I'd put you on the [3-month / 6-month] Made to Measure. The investment is [₹75,000 / ₹1,20,000]. How would you like to do it?"Then stop talking
6. Close and next steps · 5 minutes
- Take payment on the call (UPI, bank transfer, card; card carries GST as today).
- Send the onboarding link with the agreement while he is on the line.
- "Danny would like to say hello." Bring Danny in for 2 minutes if he is available; otherwise send the recorded welcome. (Kept: Danny's short, warm hello after payment works.)
- Tell him what happens next: "Within the hour your success manager adds you to your group and sends your intake. Your kickoff call with Coach Rayyan is in the next two days."
- Log the sale in Ultimate OS; the CSM gets the alert.
Acknowledge, ask, answer, ask for the decision.
When he does not buy.
| When | What | Who |
|---|---|---|
| Same day | A short WhatsApp: his own goal in his words, the plan you described, the next step | Closer |
| Day 1 | A call at the agreed time | Closer |
| Day 3 | A relevant proof asset or Danny clip for his segment | Setter |
| Day 7 | Last call. If still no: the Starter Plan link | Setter |
| Monthly | Into nurture; re-invited when a Refinery or a new cohort opens | Automated |
What can be said.
The full list. If it is not here, it is not said, in sales or in delivery.
| Topic | Say | Never say |
|---|---|---|
| Clients | The real count from the sales tracker, as it is | "500+", "600" or any other number |
| Team | Danny's method; Coach Rayyan; a style lead; a success manager; a detailed blood-work review | "A team of endocrinologists, nutritionists and dietitians" |
| Danny's role | Builds the method; reviews at 30, 60, 90; weekly group call; the Refinery | "Danny coaches you directly", "Danny works with only ten people" |
| Seats | A fixed number per coach, when the CSM confirms it | "Only 15", "closing at 9 pm" unless true |
| Guarantee | The agreement wording | "Free until you do" with no condition |
| App and calls | EverFit; the weekly group call; reviews | "Personalised Danny videos in an app", "weekly Google Meet with Danny" |
| Danny's story | Only lines Danny has confirmed (tracks and a polo to his own tailor) | Unconfirmed details (age, Air Force, businesses) until he confirms them |
| Medical | "Your plan respects your bloods; anything medical goes to your doctor" | Any diagnosis, any medication advice |
Weekly, by the sales lead.
| Metric | Definition |
|---|---|
| Time to first call | Median, by tier |
| Show rate | Calls held over calls booked |
| Close rate | Sales over calls held, by tier and source |
| Cash collected per call | Cash collected over calls held |
| Price discipline | Sales at the list price over all sales (target: all of them) |
| Decision maker present | Calls where the listed decision maker joined |
| Starter Plan sends | Non-buyers sent the Starter Plan |
| Logged same day | Calls with outcome and reason logged on the day |
Varun reviews three recorded calls per closer per week against this SOP.
Twelve slides, one idea each.
Screen-shared on the call during the method. Arrow keys or space to move, on-screen buttons, a slide counter. No client counts, team claims or results go on any slide until they are verified and consented.