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SOP-02: Lead Generation & Sales Protocol

The AutomationSurgeon's Founder-Led Revenue Generation System
Version 5.0
Owner Founder
Trigger Client acquisition activities, weekly sales performance review
Purpose This document is the master playbook for all revenue-generating activities. It is structured to leverage the founder's expertise and credentials to acquire clients through authentic, expert-led engagement.

Strategic Context: This document provides tactical sales execution. For the strategic framework on building a multi-channel revenue engine with M365 automation, see SOP-48: M365-Native Solopreneur Enterprise Playbook (Phase 2: Customer Acquisition).

1. Core Strategy

This protocol is built on the foundation of founder-led expert positioning and authentic relationship building. All lead generation and sales activities leverage Anton's Microsoft Partner status (Partner ID: 7036966), 8x Microsoft certifications, 40+ successful projects, and 100% Upwork Job Success Score.

Strategic Positioning: We emphasize Microsoft Partner-backed automation expertise with proven track record targeting Professional Services Firms (law, accounting, consulting, architecture, engineering) and Healthcare/Clinics (dental, medical, physical therapy, veterinary, chiropractic, mental health). We're not a generic automation consultant - we're an official Microsoft Partner who specializes in email deliverability, M365 migrations, PowerShell automation, and Azure AI solutions for these specific industries.

Objective: To generate a consistent flow of qualified clients through multi-channel expert outreach, thought leadership, and strategic relationship building, positioning AutomationSurgeon as the Microsoft Partner with 40+ successful projects who delivers measurable ROI through Microsoft Partner-backed expertise.

2. Lead Generation Channels

2.1. Primary Lead Source: Founder-Led Expert Outreach

Strategy: Direct, personalized outreach from Anton leveraging Microsoft Partner status, 8x certifications, and 40+ successful projects. This positions AutomationSurgeon as an official Microsoft Partner, not a generic automation consultant.

Execution Approach: - From: Anton (role-based email for deliverability, but clearly identified as founder) - Signature:

Best,
Anton
Founder, AutomationSurgeon
Microsoft Partner | Partner ID: 7036966 | 8x Certified | 40+ Successful Projects | 100% JSS
anton@automationsurgeon.com | [Calendar Link]
  • Tone: Direct, authoritative, consultative expert-to-executive communication
  • Focus: Microsoft automation, proven results, measurable ROI

2.2. Thought Leadership & Content Marketing

Strategy: Position Anton as a recognized expert in Microsoft automation and Azure AI solutions through strategic content and speaking engagements.

Channels: - Personal LinkedIn: Regular posts showcasing Microsoft expertise, case studies, and proven results - Company LinkedIn: Amplifies founder content and brand authority - Technical Blog: Deep-dive articles demonstrating Microsoft automation capabilities - Speaking Engagements: Webinars, podcasts, and Microsoft/Azure-focused conference presentations

2.3. Strategic Networking & Partnerships

Strategy: Leverage professional network and build strategic partnerships for high-quality referrals and collaborative opportunities.

Activities: - Direct outreach to professional network: Activate existing relationships with industry contacts - Microsoft partnership programs: Leverage Azure and AI certifications - System integrator alliances: Build referral relationships with complementary service providers - Industry events: Strategic attendance at relevant conferences and meetups

2.4. Inbound Lead Source: Website & Digital Presence

Strategy: The official website and digital properties capture inbound interest generated from content, outreach, and thought leadership activities.

Process: All inquiries are handled directly by Anton or the AutomationSurgeon team, emphasizing direct access to the founder and technical expertise.

3. The Diagnostic & Sales Process (The Two-Meeting Close)

Objective: To convert leads into paying clients using a structured, trust-building diagnostic approach, splitting the process into two dedicated meetings to protect founder time and maximize close rates for Tier 2+ projects.

3.1. Meeting 1: The Discovery / Eligibility Call (15-20 Minutes)

Purpose: To confirm the prospect fits the Ideal Client Profile (ICP), diagnose the core symptom, and secure the right to present a formal proposal. This call is a strict listening session.

Agenda: - Rapport & Framing (3 min): Reference our specialized scanner audit or specific pain point found during outreach. Frame the goal as diagnosis, not selling. - Deep Listening (10 min): Use open-ended questions (from the original diagnostic script) to understand the financial and professional impact of the pain. - Closing (2 min): Do NOT present the solution or price. State that a definitive "Treatment Plan" requires deeper analysis.

Script: "I have a clear diagnosis of the problem, but recommending the exact multi-phase solution requires I build out the technical architecture. I'd like to schedule a dedicated 20-minute Proposal Meeting on [Day/Time] to walk you through the precise multi-phase solution, timeline, and investment required."

Success Metric: Scheduling Meeting 2.

3.2. Meeting 2: The Proposal / Treatment Kickoff Meeting (20-30 Minutes)

Purpose: To present the high-value solution (Tier 2+ progression), handle objections, and secure the contract. This call is a strict closing session.

Agenda: - Recap & Validation (5 min): Validate the pain point and amplify the cost of inaction (loss aversion). - Present Phased Solution (10 min): Walk through the multi-phase solution: - Phase 1 (The Fix): Tier 1 Treatment ($1k-$3k) - Phase 2 (The Upsell): Tier 2/3 Project ($5k-$15k) - Phase 3 (The Long-Term): Tier 5 AaaS ($1.5k+/mo) - Objection Handling & Close (15 min): Address all concerns (budget, timing, competence) using established credibility bullets and closing scripts. Secure the commitment.

Success Metric: Signed contract and paid deposit.

3.3. Objection Handling

"I haven't heard of AutomationSurgeon before."

Response: "That's intentional. We've been focused on delivering exceptional results for our clients rather than marketing ourselves. I'm Anton, the founder—8x Microsoft Certified with 40+ successful projects and 100% Job Success Score on Upwork. You can see my credentials and project history on LinkedIn and Upwork, and I'm happy to connect you with several clients who can speak to our work. What matters most is whether we can solve your specific Microsoft automation challenge."

"We already have tools with automation capabilities"

Response: "Absolutely, and that's a great starting point. The distinction we make is between having automation tools and having Microsoft automation expertise for Professional Services and Healthcare. Most firms have scattered workflows, but they lack the enterprise-grade security, HIPAA compliance, and strategic Microsoft integration that prevents those systems from becoming liabilities as you scale. I've completed 40+ successful projects specifically focused on Microsoft automation for Professional Services and Healthcare - from email deliverability fixes to M365 migrations to PowerShell scripts. Would you like me to show you the difference between basic automation and Microsoft automation expertise for your industry?"

"This seems expensive for automation."

Response: "I understand. Let me reframe the investment. Our Professional Services and Healthcare clients typically see a 3-10x ROI within 90 days because we're not just automating tasks—we're delivering proven Microsoft solutions with measurable results. For example, I've fixed email deliverability for law firms and dental practices, and they typically see 3x improvement in client communication effectiveness. A $2K M365 migration that I've done 12+ times pays for itself in under 2 months through improved productivity and HIPAA compliance. Would it help if I walked you through a specific ROI projection based on your Microsoft stack needs?"

4. Qualification & Success Metrics

4.1. Client Qualification

  • Ideal Client Profile (ICP): All leads are qualified against the detailed ICP defined in SOP-00_Core_Principles.md.
  • Technical Complexity Assessment: A critical filter is applied to match projects to the appropriate service tier (Foundational, Custom AI, High-Value). Refer to SOP-25_Technical_Qualification_Protocol.md for the full process.

4.2. Key Performance Indicators (KPIs)

Monthly Targets: - New diagnostic calls booked (Meeting 1): 10-15 - Conversion rate (Meeting 1 → Meeting 2): 70%+ - Conversion rate (Meeting 2 → Close): 30%+ - Sales cycle: <14 days for Tier 1 Treatments; <30 days for Tier 2-3 Projects

Financial Targets: - Monthly Revenue Target: $10,000-$20,000 (blended across all tiers) - Quarterly Revenue: $50,000-$75,000 - Annual Target: $200,000 - Average Deal Size: $5,000 (blended)

Revenue Mix Target: - Tier 1 Treatments: 40-50% - Tier 2 Projects: 15-20% - Tier 3 Custom AI: 25-35% - Tier 5 AaaS Recurring: 10-15% (growing to 30% by Year 2)

5. Implementation Notes

  • Consistency is Critical: Execute daily outreach activities consistently to maintain momentum.
  • Data Collection: Track all interactions, responses, and outcomes for continuous improvement.
  • Market Focus: Maintain focus on Professional Services and Healthcare ICPs only.
  • Credential Leverage: Always lead with Microsoft Partner status and proven track record.
  • Specialized Scanner Authority: Use our specialized scanner findings as the primary door opener for email deliverability issues.