Laydown deals are sales that close with minimal effort because the prospect is already sold before the conversation even starts. These are people who’ve consumed your content extensively, trust you completely, and are just showing up to the sales call to work out logistics like pricing and implementation details. They’re not skeptical or full of objections. They’re ready to buy and they just need you to not mess it up. Laydown deals are the result of exceptional pre-sale marketing and nurturing that builds desire and trust to the point where the actual sales conversation is just a formality.
Creating More Laydown Deals
You create laydown deals through content and marketing that pre-sells your offer so well that people are convinced before they ever talk to you. This happens through educational content that demonstrates expertise, social proof that shows others getting results, addressing objections proactively in your content, building authority and trust over time, and creating desire for the transformation your offer provides. By the time someone books a call, they’ve already decided you’re the solution. They’re just confirming details. The businesses with the highest percentage of laydown deals have invested heavily in content and nurture sequences that do the selling work before sales conversations happen.
Why Laydown Deals Are The Goal
Sales is expensive and time-consuming when you’re constantly overcoming skepticism and handling objections. Laydown deals are profitable and scalable because they require minimal sales effort. Your team can handle way more calls when most of them are laydowns versus battles to convince skeptical prospects. This is why content-first businesses often scale better than pure outbound sales businesses. They’re systematically creating laydown deals through content that pre-qualifies and pre-sells, while outbound businesses are convincing people from scratch on every call. The goal is engineering your funnel so the majority of people who reach sales conversations are already convinced and just need facilitation to buy.