How to Generate Qualified Sales Calls and Improve Lead Quality

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You have a whiny sales team that’s coming to you and constantly complaining about the quality of the calls that are getting teed up onto their calendars.

Generally, this can happen when you start your paid advertising journey. This can also happen very deep into the game when you’ve already had a good set of consistent messaging, a good funnel, everything’s worked well over the years, then all of a sudden it just doesn’t anymore.

This can also happen when your sales team has a bias – when they sell to organic leads that are very warm layup-type deals. And then in comparison, they deal with paid ad leads or just another traffic source where the quality is good, but they’re just less warmed up.

This specific piece is going to go through the solution that covers all of these different scenarios and consistently tee up qualified sales calls for your people to talk to on the phone so that way you can bank a bunch of wins and make some real money.

All we talk about around here is hitting million-dollar months. We hand down the lessons of people who have been there, done that, the good and the bad lessons.

These lessons that we hand down are in no way, shape, or form implying that you’re actually going to go out there and make some money, let alone million-dollar months. These are just lessons. Education and entertainment purposes exclusively.

Today, 25+ members are doing over $1M per month, and two have crossed $5M+. If you’re ready to join them, this is your invitation: start the conversation at My Inner Circle.

Traffic Sources and Messaging Impact Lead Quality Most

When you want to get more qualified sales calls, there’s a few key places that you need to look.

The two big ones are typically the traffic, and this has all kinds of specific subpoints. This could be the actual audiences. This could also be how they’re framed, which really comes down to a messaging perspective.

There’s also a few others that can technically impact you just based on traffic, which is also the source. If I drive traffic from a YouTube video or a LinkedIn channel through an ad or an organic post, as an example, that could be completely different than an organic audience or Facebook and Instagram or TikTok audiences as an example, whether paid or organic.

These sources also can make a big difference, but typically some of the big ones really just come down to these two more so than anything else – the audience types in terms of who you’re targeting and messaging.

Why Facebook and Instagram Dominate Paid Advertising Budgets

Channels specifically, give or take which channel you’re targeting on nowadays have a strong bias towards broad targeting.

If you’re like most people who read this and you are going to be looking at paid advertising or you are already deep in the game of paid advertising, spending some serious money, realistically already doing a couple hundred grand a month or you’ve already cracked a million a month and you’re trying to tack on that next million a month – you and I both know where all those paid dollars go.

That’s the big dog Mr. Zuckerberg over at Facebook. What some of you newbies call Meta.

Facebook and Instagram is typically the dominant platform of most people in terms of advertising dollars. That’s where all their ad dollars flow to. And it’s for good reason. They got alien level technology over there.

It’s phenomenal at turning a dollar into more than a dollar with very little testing in most instances. You can throw a lot of stuff at the wall and it just sticks on that platform. That’s the good news.

Whether it’s for a short duration of time or a long duration of time that you’ve got to milk that channel, that channel consistently delivers time and time again, especially if you know what you’re doing.

A lot of the other distribution is nowadays split. You got Google Adwords which has always been a dominant player. Google Adwords includes the search engine. Google also includes that display network. And they also have YouTube, of course, YouTube being phenomenal and Google search being phenomenal.

Then you also have a nice even split nowadays of TikTok. TikTok’s definitely getting some dollars, but not necessarily the most dollars.

I want to be very fair in saying we do have some people that come to us and it’s the exact opposite where their dominant platform is Google. That’s just by far a minority of the time that we see that nowadays – less than half. Simply put, majority by far those ad dollars getting sucked into Mr. Zuckerberg’s pocket.

From this perspective you have to understand based on whatever your dominating traffic source is dictates what kind of lessons are going to be most applicable to you.

How Facebook Broad Targeting Algorithm Affects Lead Quality

If you’re leveraging broad which is mainly happening on Facebook and Instagram nowadays – I had a whole video on my channel dedicated to a recent algorithm update that Facebook pulled and it’s very simple to understand.

When you express interest in literally anything, like meaning you click to an ad and whether you convert or don’t convert, every subsequent ad for like a mile of the news feed that you scroll through with near no interruption besides the content you see in between ads is going to be the exact same thing that you previously just clicked on or converted with. This algorithmic behavior is part of Meta’s 2025 content recommendation updates.

They serve you the exact competitors, very similar business types to whatever it is that you just in real time expressed most interest in.

From a perspective of why they push everybody to broad targeting, this is really important to understand.

The big advertisers, the people who spend the most money, they typically nowadays are like the giant shark. And then there’s these little tiny fish. You ever seen a photo of one of those little tiny fish that live on the bottom of a creature? They don’t survive without the big creature surviving.

That’s exactly what small advertisers are nowadays. There’s just a bunch of little tiny fish, aka the small advertisers, that are living completely off of the large advertisers that are spending the most money.

How Large Advertisers Create Markets for Small Competitors

The large advertisers, they’ll typically still get great results with broad as well. They’ll do lookalike stacks. They’ll do interest targeting. And on their dime, they are creating markets in most instances.

Because here’s what happens. The big advertisers, they’re most probable just based on spend and all the lessons that they get to accumulate that the smaller advertisers haven’t paid to learn yet or been exposed to.

They reach people first. And as a result of reaching the person, the lead or the potential buyer first, they have the opportunity to convert the individual first.

But if it does not work, meaning if that person fails to convert on whatever the big advertiser did, then what happens is every single small advertiser that does broad targeting gets served up right after.

Now, this is really important to understand. If you are a big advertiser, you have to really focus as much as you possibly can on converting people in that moment. Because if you fail to do so with speed to actually getting them to buy, you have a lot of talk nowadays on sales calls of competitors and all these other options that these leads would historically have been unaware of just based on how the algorithm works nowadays on Facebook and Instagram.

As an example of this, even if you book a call and you technically converted the individual, but you have 72 hours in between the call time and the person booking, well, that’s 72 hours of content and ads that that individual is highly probable to get targeted by with every subsequent competitor that you have.

Now, if you’re a smaller advertiser, this is a huge advantage for you because from a messaging perspective, when you really look at this as a variable that can dictate lead quality, you have to have something that is slightly differentiated than the largest competitors that are spending the most money in your space to see a dramatic uptick in the quantity of conversions that you’re going to receive.

Lead Quality Case Study in Business Acquisition Niche

I’ll give you a great example of this.

We have a client where she teaches people how to go and buy businesses. Whether it’s acquiring businesses for your existing business to scale quicker or whether it be buying your first business and starting entrepreneurship that way.

She teaches how to do it through a community and a course. And that’s been her historical offer for years now. She’s the largest advertiser by far in that niche. By far and large, she’s the big shark.

Now, all the little small advertisers, they have very subtle differences. The core hook, the promise is essentially the same. We’re going to help you buy a business, but how they chose to do it, the unique mechanism and the process to result that they chose to leverage, that’s what differentiated and that’s what started causing a little bit of chaos.

Nothing too crazy. It was something we were easily able to handle on the client account for the big dog that was spending the most money.

But initially, there was a good month or so where those little tiny small fries, they were a real thorn in the side of this client due to the fact that every sales call was technically a qualified lead, but they would show up with a very low probability to actually convert due to the amount of competitors that they were aware of.

The sales timelines would be longer as a result of them being aware of more competitors. And the mechanisms that the other competitors were offering – as an example, instead of teaching you how to do it, they might literally go and find a business for you to buy, source the capital to buy the business, and then some of them would even go as far as helping you scale the business after you’ve actually acquired it.

All these new unique mechanisms and processes to produce a result. Simply put, they forced the big shark, the one that was spending the most money, to have to update.

The messaging is what then led to a substantially higher qualified sales conversation occurring where a person had much more probability to buy.

Updating Messaging Across Marketing and Sales Processes

I won’t sit here and bore you with all of the specifics of what types of messaging mechanisms were updated. But simply put, it was across the board.

The ads, we had to update the messaging. The funnel, we had to update the messaging. The pre-call email sequences, the breakout videos on the confirmation pages, the hammer them sequence, and the actual sales conversations themselves.

Every single thing, every one of those components across the board from the marketing and sales process. We had to look at the messaging and simply conclude what we were historically saying worked for an extremely long duration of time, but the market is now more sophisticated and more aware.

As a result of that, the messaging has to update to what the market currently wants and is thinking.

Matching Your Messaging to Current Market Awareness

That’s the key. I really want to emphasize that.

All you have to do, it’s as simple as this. Look at what the market is currently thinking and say what they want out loud. That’s the key. That’s all it takes.

Typically, and I can’t stress this enough, whether it be the ads, whether it be the funnel specifically, it’s not generally a change in the audience that’s going to make a huge difference.

That’s the mistake that I think a lot of people make when they try to implement this specific lesson. They’ll take the same messaging that historically worked and they’ll think they just exhausted the audience.

Doesn’t really make sense, especially when you’re operating at scale and you already know that audience is proven and works.

Why Evolving Messaging Works Better Than Changing Audiences

It’s kind of like a rap artist as an example or anybody that has an audience that they were exposed to at a younger age. I think of Drake as a great example of this.

I listened to Drake all throughout middle school, high school, and it was very interesting. I think he’s done this extremely well. As I’ve aged, it feels like Drake’s music has also aged with me and it still is very relatable. Great music.

I can listen to near everything the guy comes out with and think, dude, this guy, it just feels like he’s making music for me. I made so much money listening to Drake.

My point is that as time has gone on, his messaging in the music itself, in his case the sound of the music as well, has literally updated and changed and evolved to where I as the user, in this case the audience, I think to myself, “Hey, this is exactly what I’m thinking. This guy’s just saying this out loud.”

That’s what a lot of businesses fail to do. They try to change the audience.

Understanding Audience Crossover Before Targeting New Markets

This is a great example as well. You can look at when Lil Wayne or I think even Lil Uzi at one point tried to do this – they switched from what type of music they were historically making to rock and roll.

Who was really out there with that? I can’t think of anybody. If anything, he alienated his core demographic when he chose to do such an audacious thing.

But to be fair, there’s also a great example of people who have pulled that off successfully. Great example of this, Post Malone.

Post Malone made a specific genre of music for a very long time. Not even sure what genre you technically classify his original albums and catalog in, but through time he transitioned to making some country music. And his country music is rather great.

The point is whatever genre he was originally in, it had a lot of crossover to country. And that’s what’s important to understand.

People who listen to rap very rarely listen to rock and roll as well. Yeah, there’s a demographic that does, but that Venn diagram is a lot smaller versus people who listen to pop and people who listen to country. There’s a lot more crossover there.

That’s why somebody like Post Malone can pull it off.

The Venn Diagram Approach to Audience Expansion

I want to emphasize sometimes to be clear, yes, you can take your messaging and you can adapt it to a new audience but that Venn diagram has to have some pretty strong crossover.

Think of people like Taylor Swift is a great example of this as somebody who pulls this off well. You technically have pop and then you have country. I believe if I’m not mistaken Beyonce just got awarded like one of the top country music artists. That’s another great example of it.

Simply put, there’s just a tremendous amount of crossover. That’s what’s important to understand.

When you have the highest probability to take the existing messaging and just kind of roll it over to a different audience type.

For a by far and large majority of you, when you realize that the messaging specifically has been what’s problematic for you and that’s what needs to change, don’t try to change the audience. Understanding industry conversion benchmarks can help you identify whether your issue is messaging or targeting.

Reframing Existing Products for Market Demand Changes

Try to go and look just like I gave you with the buying business example. The market no longer wanted exclusively these courses and communities the way that they were historically framed to them. They absolutely still wanted it, but they didn’t want it the way that it was historically framed through the messaging.

Due to the fact that other people started saying, “Hey, why would you want to buy a course and community when we could just hand you a business to buy and we could line up the financing for you and then we could help you scale it?”

The messaging had to update to, okay, well, now that the market’s aware of those options, let’s start saying why it’s a bad idea to have somebody do it for you and why you need to do it yourself.

Bang. Huge response immediately again because we just simply updated and pivoted how we were communicating what we could do.

If I have a pizza shop and there’s a giant health kick and people no longer want to buy pizza because they think it’s unhealthy, I could just do what a lot of pizza businesses have done over the years.

You guys remember the huge trend when they started throwing vegetables on top of pizza like bell peppers and onions and sometimes they’d throw things like zucchinis on top of pizzas? They started coming out with veggie pies.

My point is you don’t got to get rid of the product. You don’t even got to change audience. You just got to communicate what it is that they want with a different angle.

How Application Design Affects Lead Intent and Qualification

Now, funnels specifically, when you look at the actual pages that you’re driving the traffic to, that can sometimes cause a pretty significant difference in lead quality.

A great example of this, you typically want to judge based on intent when you’re talking about lead quality and sales calls not being qualified.

There’s a big difference. There’s financially qualified and then there’s intent-based qualification where people just appear too early in the sales process. And that’s an important differentiator because they require you to attack it differently.

When you look at intent and financial qualification, we can generally get a much higher intent lead through many different things.

Number one, length of application and what types of questions you ask within the application that qualify the lead to get onto the call.

Testing Application Length to Balance Cost and Intent

Think about this. We had a client, this is a guy that we’re consulting with over a little more than a year now. His application has 18 questions in it. He has a rather high cost per qualified call.

He wanted to reduce the cost per qualified call. And when you looked at every single thing within the process from the CPMs to the link click-through rate to the application to scheduled call rate, even to the show rate and all the backend statistics, the clear bottleneck seemed to be the application.

It had 18 questions in it, ranging from multiple choice to checkbox questions to short form answers. It was a lot.

We recommended reducing the question count. We brought it down from 18 to about seven. We tested up to 9 on this shorter test.

Well, here’s what ended up happening. The intent lowered dramatically. We actually had a 20% loss in show rate without changing anything else besides the application being shorter.

Think about that. Although, yes, a higher cost per qualified call when having 18 questions – that ultimately had a very strong high intent individual who was extremely probable to buy that showed up on the calls.

As soon as we reduced it, much lower intent immediately.

Using Typed Questions to Increase Lead Intent Signals

Here’s what we tested next, and this is also really important to understand.

We wanted to keep the question count lower because it reduced the cost per call in half, but we needed to change the types of questions.

We still needed some conditional logic questions that were multiple choice so we can qualify based on the financials as well. However, instead of having a dominant amount of those nine-ish, sometimes seven question counts in the application, we switched it from a lot of multiple choice to maybe one multiple choice that was the financial qualifier.

We put a majority, three total questions to be things that a user had to type.

Now, this is a super pro tip and I’m not going to share it in detail because this is one of those things that I withhold for the people who actually buy my products, but I will mention it briefly.

You can have artificial intelligence review the total word count that’s within the application answers that you receive through different marketing automation softwares and tools. And then you can have the conversion API audit essentially with that AI.

AI analyzes word count and then you fire off back to the pixel the people who answered above a particular word count that gets sent back through the conversion API rather than the pixel.

This can also start to help bias the traffic source to getting in front of higher intent leads because you got to remember – we have entire videos dedicated to pixel conditioning and some of the best practices of what you need to do to just send back the right people to the pixel.

The pixel then biases heavily towards the people. It operates with recency bias. It dictates who it’s probable to go after next based on who’s hitting that results column.

There’s all kinds of little things that you can do just like that as an example. That by itself without even necessarily having to change messaging, just a simple conditioning tactic for what types of people you’re allowing to come back and hit that pixel – that can wildly improve the intent of the leads.

Having a lot more short form answers rather than a bunch of multiple choice questions can also wildly dictate higher intent, more qualified leads coming through.

How Your Language Reveals Misalignment with Target Buyers

Sometimes the questions that you ask or the messaging that’s on the funnel is you exposing yourself for not actually being the person that should be selling to the types of deals and the people that are on that page.

Sometimes your questions that you ask or the things that you say on the page immediately reveal that you have no idea what you’re talking about and that you’re an impostor.

As a great example of this, every single thing that I say, like down to specific words in ads, I’ll give you a great example.

When we target rich people, rich people have dropped the word money, cash, like dollars from their vocabulary. They just don’t say things like this. They don’t say these words.

They say capital. They say liquidity.

If I was talking to rich people and I said, “Hey, you want to turn your cash into more money? You want to make more money?” – yeah, they know what you’re saying, but to them it’s like, well, you’re clearly not a rich person.

That’s not what rich people say. Rich people say liquidity and capital. Sometimes they call it dry powder.

These are words that the general population don’t use. And so, vice versa. If I’m targeting the general population and I can’t take myself off the high tower I live on and go back down to the masses and communicate to them how they actually talk, it’s the same scenario.

They’re going to look at you and be like, you’re not one of us, and then they leave. And then the only people that end up converting are these poor quality leads that come through.

Why High Net Worth Leads Lie on Application Forms

From a financial perspective, and this is really important you understand this, the questions that you ask are either going to be honestly answered or people are just going to lie at an extremely high rate.

Some of you ask questions in your applications – a perfect example, one of the questions: did you watch the entire video prior to filling out this application? It’s a question that doesn’t work.

Some of the other ones – no one’s going to tell you their credit score. Stop asking people blatantly for their credit score. It’s not even compliant. Once you actually start spending some serious money, you’re going to get banned. Soon as a manual review occurs, you’re in trouble.

Some of the other ones like active income – nobody generally answers the active income question accurately. As a result of that, you technically get qualified people that will lie and say that they make less so you don’t discriminate against them.

Sometimes they’ll answer accurately, but a majority of them will lie.

I did a poll inside of my inner circle group which at a minimum people have to make – we literally vet them, they have to make a minimum of 100k a month to be a part of the group.

We have currently 22 people in there right now that do more than a million dollars a month. Some of them join in already making a million a month. Highest one does about 5 million a month right now. The average in the group is about 2-300k a month.

I asked them in a poll. I said if I asked you a question about how much money you make, would you answer it honestly?

64% of them said no. They would lie.

And that’s a great example of that. High earners typically don’t reveal the fact they’re a high earner. They think they’re going to get discriminated against.

And then the people who are less financially qualified, they’ll lie and say that they make more because they want the opportunity to talk with you.

Better Financial Qualification Methods for High Ticket Sales

The sophistication of your financial qualifying questions has to be good.

I’m very direct. I typically literally just tell people the price. I say this costs this much. Do you have this amount of money?

For things like our inner circle, we do qualify with asking them, hey, do you make this amount at a minimum? And then we’ll ask them, hey, what range, how much do you make?

It’s very important to note even if we get people that are not qualified that come through that process, we aren’t firing off the standard event on the confirmation page because so many people lie going through that application.

When they get on the call, we will vet, we will look up, our salespeople will literally have them show us. We’ll be like, “Show us and prove to us that you make whatever it is the amount of money is that you claim you make.”

Because again, it’s a qualifier. That’s what forces that individual to get into the group.

Why Opt In Pages Reduce Conversions for Wealthy Demographics

This is also very important to note. If you’ve watched any of my content, I say this often – opt-in pages are the devil when you’re selling to a very financially well-off demographic.

None of you ever do math and prove to yourself that an opt-in is worth having. Opt-in pages artificially inflate your cost per result because you’re adding friction willingly.

When I say none of you ever do math, you never actually just run a CRM report that says people who opted in that did not apply that later bought.

When you do that math, nine times out of 10, it’s literally zero dollars or it’s such a negligent amount of money where they’re like, “Oh my god, for that amount of money, I’ve artificially inflated every single cost per call, like triple what it should have otherwise been if I didn’t have an opt-in.”

Unless you have an absolute killer set of salespeople, setters most likely that are making a ton of money from your opt-ins and you’ve done the math, that’s the only justification for it.

Because again, it’s a signal. Rich people are like, “Why are you making me opt in?”

Imagine you want to go to Chanel and you want to get your girl like 40 grand in stuff. And before they even let you walk in the door, they’re like, “Oh, hey, welcome in. Go ahead and sign this. Go ahead and give us your name, email, and phone number.”

Name a single massive “I sell to rich people” business that does that besides a handful of these internet money businesses.

They don’t take your info when you’re selling to rich people. They let you get right to the shopping.

The only time they’re really going to collect your info is if you’re going to spec out a car. Or after you buy something, they’ll give you the card and say, “Hey, here’s my information. Call me if you need me.”

Generally the only time they get your info is when you’re ready to actually buy something and you’re going to log into your account so you can accumulate more points on that thing and get some exclusive stuff.

They don’t do it at the beginning. They do it at the end when you actually are ready to buy.

If you want to sell to rich people, you’re signaling with an opt-in that you’re an impostor.

Key Strategies to Fill Your Calendar with Qualified Leads

When you want qualified sales calls, focus on these core areas:

Traffic and messaging are your two biggest levers. Don’t change audiences when messaging is the problem. Update your messaging to match what the market currently wants and is thinking.

Your application length and question types dramatically impact intent. Longer applications with typed answers generally produce higher intent leads, even if they cost more per call.

Speak the language of your target demographic. Rich people use words like capital and liquidity, not cash and money. Match your vocabulary to your audience.

Financial qualifiers need to be direct and honest. People lie on applications, so verify on calls if needed.

Opt-in pages kill conversions for high-ticket offers to wealthy demographics. Do the math and prove they’re worth it before keeping them.

The sophistication of your funnel signals who you’re actually selling to. Make sure every element – from ad copy to application questions to page messaging – matches your target buyer.

Fix these elements and you’ll pack your calendar with qualified leads who actually show up and buy.

Most business owners waste years figuring out what actually works. In my Master Internet Marketing program, I compress that learning curve into 7 weeks — covering copywriting, funnels, ads, and more. If you’re ready to invest $5k and get serious about your skills, apply here.

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