Sales Playbook
C
Rhythms & SOPs
Open Google DocOpen Drive folder
06 · Rhythms & SOPs

Sales Playbook

End-to-end sales motion.

Last synced 2026-04-28

Sales Playbook — Rawgrowth

Updated March 3, 2026 | Aligned with March 2 positioning update

Offer Summary

Rawgrowth AI Department Install — $20K install + $5K/mo retainer

  • Full business audit + custom architecture
  • Full AI operating layer around the business
  • Customizable dashboard (Next.js on Vercel)
  • AI agents trained on their brand docs, processes, and data
  • Private company LLM with their institutional knowledge
  • Supabase backend with pgvector knowledge base
  • The ability to install AI themselves going forward
  • Security guardrails
  • 30-day install window (kickoff to v1 deployed)
  • Onboarding support through install + first retainer month
  • Retainer is month-to-month after install. No tiers. No DIY. No DWY.

ICP Quick Reference

  • Revenue: $3M-$15M/yr (Hormozi Stage 5-6), $250K-$1.25M/mo
  • Headcount: 20-49 employees
  • Role: Founder/CEO — now managing managers
  • Industries: Agencies (content, marketing, SMM, OFM), consultants, info businesses, sales training companies
  • Mindset: Value speed over perfection, proof over promises, systems over hustle
  • Pricing psychology: Premium pricing = credibility. Low prices make them suspicious.
  • Decision speed: Fast once they see proof (dashboard video = proof)

Non-ICP (Do NOT pursue)

  • Pre-revenue or early-stage founders
  • Local businesses without online presence
  • Anyone who needs to "ask their dad for money"
  • People who just want to "learn AI" — we install, we don't teach
  • Businesses under $1M/yr

Objection Handling

"How does this actually work?"

Framework: System -> Components -> Timeline -> Proof "We install a full AI operating layer around your business. Customizable dashboard, trained agents, connected to everything. The system runs 24/7 -- analyzing your sales calls, generating content, managing your pipeline, tracking performance. 30-day install. Two of my dashboard videos went viral -- $1M/mo companies started booking calls because they could see the system working in real-time."

"I've tried AI tools before and they didn't work"

Framework: Acknowledge -> Differentiate -> Proof "AI tools and an AI department are completely different things. Tools are individual prompts you use one at a time. We install a connected operating layer -- agents working together, trained on YOUR brand, YOUR data, YOUR processes. Everything runs through a dashboard you can see. 100% of our clients came inbound because they saw it working. Nobody leaves because when it's actually running, the results are obvious."

"$20K is expensive"

Framework: Reframe -> Math -> Anchor "You have 20-49 employees. An entry-level marketing coordinator costs $50K/yr plus benefits. A head of content is $120K+. We're installing a full AI operating layer -- research, content, sales copy, client success, finance tracking -- for a fraction of one hire. And unlike a hire, the system doesn't take 90 days to ramp. v1 is deployed in 30 days. The $5K/mo retainer is month-to-month. Most clients see it paying for itself within the first 90 days through content output alone."

"Why not just hire someone to set up AI for us?"

Framework: Contrast -> Specificity -> Proof "You could hire an AI consultant. They'll give you a strategy deck and maybe some prompts. We install a working system. Customizable dashboard. Trained agents. Data pipeline. The difference is visible -- you can watch it running. I went from 400 to 5,000 followers in 24 hours because I recorded my own dashboard and posted it. The system IS the proof."

"Can you prove this works?"

Framework: Show, don't tell "Every piece of my content IS the proof. The dashboard videos that went viral? That's the same system we install. $1M/mo companies booking calls after seeing a screen recording. 100% inbound — zero cold outreach, zero ads. 15 days of posting before the first viral moment. 90% margins because the AI does the work. What other proof do you need? I'll show you the dashboard live on the call."

"What if it doesn't work for my industry?"

Framework: Universal principle -> Specific examples -> Adaptation "The core architecture is universal: signal goes in, intelligence processes it, expression comes out. Sales calls, client data, competitor intel — it all feeds the system. We've had interest from content agencies, sales training companies, marketing firms, OFM businesses. The agents get trained on YOUR brand docs, YOUR processes, YOUR data. The architecture adapts because it's built on YOUR business, not a template."

"I'm not technical"

Framework: Reassure -> Interface -> Support "You don't need to be. You interact with the system through a visual dashboard and direct chat with your AI team. We handle all the technical infrastructure. That's the entire point -- we're installing an AI operating layer so you DON'T have to become technical."

Proof Points (Matched to Scenarios)

| Scenario | Best Proof Point | |----------|-----------------| | Skeptical about results | "100% inbound, $1M/mo companies booking calls from content" | | Worried about cost | "$20K install + $5K/mo < one junior hire. v1 deployed in 30 days, not 90." | | Concerned about complexity | "You interact via the dashboard and direct chat. We handle the infrastructure." | | Comparing to competitors | "No one else has a working system they can show on video. Our content IS the demo." | | Wants speed | "30-day install window. v1 deployed in a month, not a year." | | Needs social proof | "Two viral videos. 400 to 5K followers in 24 hours. All organic." |

Belief-Breaking Frameworks

"We should build this internally"

You could. It took us 2+ years and multiple failed approaches to build this system. Your engineering team would need to learn prompt engineering, agent orchestration, vector databases, and dashboard architecture. Or you install a proven version in 30 days and your team can focus on what they actually do.

"AI will make our brand feel robotic"

The agents are trained on YOUR voice, YOUR stories, YOUR frameworks. The system amplifies your brand — it doesn't replace it. My content is AI-assisted and people think I have a full production team. That's the point.

"We're not ready for this yet"

Your competitors are installing AI right now. Every month you wait, the gap widens. You're doing $3M+ already — you have the infrastructure, the team, and the data. The question isn't whether you need this. It's whether you want to be the first in your space to have it or the last.

"Can we start smaller?"

The $20K install IS the smallest version that actually works. A half-installed AI department is worse than no AI department — it creates more work, not less. We build the full system, you see results, then the $5K/mo retainer is month-to-month. You can pause anytime. But nobody does.