If you’re scaling a high-ticket info product, your marketing systems aren’t the only thing that determines success.

Your sales team operations can make or break your show-up rate — and ultimately, your profit.

Over the past few years, we’ve scaled multiple info product offers past seven figures in profit. Every single one used the same internal structure for its sales team.

This post breaks down the exact Sales Team SOPs (standard operating procedures) we make every client adopt once they cross the 7-figure threshold.

Why Sales SOPs Matter

Most founders think their sales problem is “bad closers” or “cold leads.”
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In reality, the problem is usually inconsistency — no repeatable system for communication, follow-up, or pre-call engagement.

When each setter and closer operates differently, your show-up rate drops, your pipeline gets messy, and your sales velocity tanks.

SOPs fix that by removing randomness from your sales process.Here’s how to set them up.

Step 1 — Separate Setters and Closers

Before you even create SOPs, divide responsibilities clearly.

Setters generate and qualify appointments.
Closers conduct calls and close deals.

Each has different tasks, different KPIs, and different scripts.

Step 2 — Setter SOPs

Your setters are responsible for speed and qualification.Here are their non-negotiables:
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• Call every lead or application within one hour of submission.

The faster they make contact, the higher the conversion rate.
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• Call all bookings to confirm and pre-qualify them before the sales call.

This ensures the closer isn’t wasting time on low-quality prospects.

Setter performance should be tracked daily — number of dials, contact rate, booked calls, and qualified leads.

Step 3 — Closer SOPs

Closers own communication and pre-call relationship-building.

Their workflow should look like this:

1. The Night Before
Send a short, casual text:

“Hey, just wanted to make sure you have the link to our meeting tomorrow. Can you confirm?”

If the lead responds “yes,” wait until the morning to reply:

“Awesome, looking forward to speaking with you.”

If they respond “no,” send the link again.
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If they don’t respond at all, send a simple “?” message the morning of the call.

2. The Morning of the Call
Send a selfie video introducing yourself.
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Highlight a few details from their application and tell them what to expect on the call.
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This builds familiarity and lowers resistance before the conversation even starts.

3. During and After the Call
Follow the structured call script.
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Take notes directly into your CRM.
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Update the lead status immediately after the call (e.g., “closed,” “follow-up,” or “not qualified”).

Step 4 — Measure Show-Up Rate and Feedback

After you implement these SOPs, monitor your show-up rate daily.
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A strong system should achieve 50% show-up consistency within two weeks.

Collect feedback from both setters and closers weekly:
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• Which messages get the highest responses?
• Are certain time slots more likely to no-show?
• Which pre-call videos perform best?

The point isn’t to micromanage — it’s to refine.

Step 5 — Train and Enforce Consistency

SOPs only work if they’re followed.
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Setters and closers should have access to:
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• A step-by-step SOP document
• Example text templates
• Video demos of how to qualify, confirm, and follow upReview call recordings weekly and spot-check text logs to ensure compliance.

The best closers don’t “wing it” — they operate from systems.