The Swashi Sales Closer Manual
Everything a Swashi sales rep needs to open, run and close a conversation from the sales portal: who we sell to, what to say, what to show, what you may quote, how the dialer and texting work, and the rules that keep every deal clean. Interactive — scripts unfold, objections flip, checklists remember your progress.
Why Swashi wins
Swashi replaces the 12–15-tool growth stack a business pays roughly $1,500 a month for — and then does the work those tools left to people. One platform: content, social, SEO and AI-search visibility, verified leads, cold email that lands, an AI receptionist and outbound voice, in 18 languages. You sell the work getting done, not software.
Lead with the value anchor
"Replace your $1,500-a-month growth stack with one AI — from $99." Anchor on displaced cost, never on "cheap". For agencies: "one platform for every client, and you keep the margin."
Lead with the differentiator
"Cold email that actually lands — every mailbox is verified on our own validation server before a single send. Nothing goes out unless the address is validated." Most competitors cannot say that.
Sell outcomes, not features
"It finds the companies, researches them, writes and sends the outreach in the prospect's language, books the meetings, and calls the ones who don't reply." Then show it on their market.
The one-breath pitch
Every prospect can get 20 free leads at signup and a 7-day Starter trial. The demo runs on the prospect's real market — a live search, a research dossier, a validated draft, a voice call. You never need to promise; you show.
Who we sell to
Agencies first, then digital-first SMB. Enterprise is a human-sold, pilot-led motion of its own. This is not a guess: 23 of 24 paying customers are agencies — the cohort that feels the stack pain most and resells Swashi to its own clients.
| Segment | Pain you will hear | Priority | Motion | Tier they land on |
|---|---|---|---|---|
| Marketing & growth agencies | 12–15 tools across many clients; margin pressure; want to sell outcomes, not hours | Primary | Human-sold + partner programme; they resell to clients | Agency · $499 |
| Enterprise / multi-brand groups | Governed AI across brands and regions; security review, integrations, SLAs | Primary | Pilot-led scoped deployment (Enterprise AE + engineer) | Enterprise · $1,999 or custom |
| SMB owners / founders | No time; cannot afford a growth team | Secondary | Self-serve with your assist on hot replies | Starter / Growth |
| Consultants / solopreneurs | Need leverage to look like a full team | Secondary | Self-serve | Starter / Growth |
| Ecommerce / DTC | Product + commerce intelligence | Tertiary | Self-serve; Ecommerce Intelligence (Agency+) | Agency |
ICP score → what you do
| Tier | Score | Action |
|---|---|---|
| A | 75–100 | Perfect fit — call today, full discovery |
| B | 55–74 | Strong fit — prioritise this week |
| C | 35–54 | Moderate — text + short call, template-led |
| D | 0–34 | Poor fit — do not work it; release the account |
The score and the research dossier are on every account page in the portal. Read the Findings first: they tell you what to say in the first 20 seconds.
Disqualify early — it saves your day
- No website and no public channel to research → nothing for the agents to work with.
- A single-person business with no ambition to grow → Free plan, not a sale.
- Buyer wants a human agency to run everything for them → refer to a partner agency (that is a sale too, for the partner).
- Regulated industries needing bespoke compliance review → route to the Enterprise AE, do not pitch tiers.
- Asked not to be contacted (human-closed) → the portal refuses the call; respect it.
We re-aimed at agencies and digital-first SMB and ARPU rose from $97 to $413 in two months without raising a price. Enterprise is sold by a person, with a pilot and written success criteria — never as a cold pitch from you.
The product in 9 lessons
Watch all nine tutorials at swashi.io/tutorials (about two hours) before your first call, then again after your first week — you will hear them differently. Each row says what the lesson teaches and what you demo from it.
| # | Lesson | Length | What the buyer sees | What you demo |
|---|---|---|---|---|
| 01 | Core features of the platform | 9 min | One workspace, 24 sidebar surfaces, the Business Brain | The Brain: "upload your brand docs once, every agent writes and speaks with them" |
| 02 | High-ticket lead generation | 12 min | Search criteria, targeting, ICP scoring | A live search on their city + niche — real companies appear |
| 03 | Automating social media | 15 min | Connect profiles, AI agents generate, adapt, publish | A week of posts for their brand in 60 seconds |
| 04 | Website content for SEO, AEO, GEO | 11 min | Structured articles and landing pages, auto-published | An article outline on a topic they rank nowhere for |
| 05 | SERP AI for AEO / GEO / SEO | 13 min | How Google and AI answers see the brand | Their own visibility score — this is where "we checked your channels" lands |
| 06 | Verified leads | 10 min | Validation workflow, cleaned lists, verified emails and phones | The validation state next to each contact — the differentiator, visible |
| 07 | The Outreach Agent | 14 min | Personalised campaigns, sequenced follow-ups, warm-up, unified inbox | A validated draft in the prospect's language, ready to send |
| 08 | Voice AI | 22 min | AI Receptionist for inbound; outbound campaigns; 15 personas; 18 languages | Call the receptionist live from your phone — let them hear it |
| 09 | Reports | 16 min | Automated analytics, campaign performance, ROI reports | What lands in their inbox every week without asking |
What each surface is called (say it the way the buyer sees it)
Create
Dashboard (articles) · Trending Articles · Website Content · Content Library · Social Studio · Advertising · Ecommerce
Grow
Lead Generation · Email Outreach (Unified Inbox) · Voice Outreach (AI Receptionist + outbound) · SEO AI Rankings · Business (opportunities, lead journeys)
Run
Reports · Performance · Automations · Schedule · Agent Monitor · Bot Channels (Line, WhatsApp, Telegram) · Swashi Academy · User Settings (Business Brain, team, language) · Billing
The buyer hears "our own validation server", "our voice runtime", "one governed AI gateway", "enterprise cloud infrastructure". The stack is ours to run, not theirs to audit — unless an enterprise security review is scoped by the Enterprise AE.
Pricing you may quote
Four published tiers. Quote exactly these numbers and nothing else — no invented discounts, no retired ladders. Annual is ten months for twelve. The 7-day free trial exists on Starter only; Growth, Agency and Enterprise are bought directly.
| Plan | Monthly | Annual | Buyer | Articles / mo | Social / mo | Leads / mo | Emails / mo · mailboxes | Receptionist calls |
|---|---|---|---|---|---|---|---|---|
| Free | $0 | — | Try it | 1 | 1 | 20 at signup | 0 | 0 |
| Starter | $99 | $990 | Solo / small business | 10 | 30 | 250 | 300 · 1 | 30 |
| Growth most popular | $249 | $2,490 | Growing SMB | 75 | 350 | 1,500 | 1,800 · 6 | 200 + outbound voice |
| Agency core ICP | $499 | $4,990 | Marketing agencies | 350 | 1,500 | 5,000 | 5,400 · 18 | 1,000 · 3 agents · 1 number |
| Enterprise | $1,999 | $19,990 | Larger organisations | Unlimited | Unlimited | 15,000 | 16,500 · 55 | 5,000 · 15 agents · 15 numbers |
Add-ons you may offer
| Lead Pack | $49 one-time | +500 AI leads |
| Extra Inbox | $19 / mo | +1 mailbox (+300 sends) |
| Outreach Pack | $39 / mo | +3 mailboxes (+900 sends) |
| Website Pack | $29 / mo | +5 connected sites |
| Research Pack | $25 one-time | +100 research scans |
| Image Pack | $25 one-time | +200 HD images |
| Auto-Post Pack | $29 one-time | +25 articles |
| Social Pack | $19 one-time | +250 social posts |
| Receptionist Pack | $29 / mo | +100 receptionist calls |
Retired — never offer: "Outreach Boost (+1,000 emails)", the $19/49/99/299 and $69/149/349/999 ladders.
Trial and billing facts
- Trial: Starter only, 7 days, capped at 20 leads, 50 sends, 1 mailbox, 10 voice calls; export off. A trial demonstrates, it does not deliver.
- Every new account gets 20 free leads at signup, including Free.
- Card billing monthly or annual; invoices and tax supported; cancel anytime, no contract.
- Outbound voice minutes come from the prepaid Voice wallet — the per-minute rate is shown live in the app. Never quote it from memory.
- Starter is "voice-ready": a number activates for $19.99, then minutes from the wallet.
The stack-replacement calculator — run it live on a call
Ask what they pay today for each function, type it in, and let the number speak. Defaults are typical SMB list prices — replace them with the prospect's real figures.
"You're paying about $1,055 a month for nine tools that still leave the work to you. Growth is $249 and does the work."
Your day in the sales portal
sales.swashi.io is your only workspace: your allocated accounts, the research on each, the dialer, texting, the timeline, follow-ups and your numbers. One prospect, one rep — what is yours is yours, and the portal enforces it.
Callbacks, texts back, replies, follow-ups due. Act on these first — a reply left 24 h goes cold.
Your allocation, priority order. Open the account, read Findings, pick the number.
Call button or the floating dialer. The call logs itself; you log the outcome.
Text lands pre-written with your name and your signup link. Set the next touch.
Today's dials vs your cap, answered, minutes. Tomorrow's list is what you left un-worked.
What the portal decides for you
- Territory: you only ever see and reach accounts in your assigned countries (for US/Canada reps, only US and Canadian numbers can be dialed or texted).
- Ownership: an account allocated to you or claimed by your first call is invisible to other reps; theirs are invisible to you. No "proceed anyway" — a manager reassigns.
- Calling hours: the prospect's local clock, from their area code — Mon–Fri 9 am–8 pm, Sat 10–6, never Sunday. Outside that, the call is refused with the reason.
- Do-not-call & STOP: refused automatically; a text reply of STOP opts the number out for everyone.
- Daily cap: calls + texts per day, set per rep by your manager; the Calls page shows where you are.
- Suppressed email: an account whose email bounced can still be phoned or texted once; a conversation keeps it open.
What you decide
- The outcome after every call: Spoke · Called — no answer · Voicemail · Callback requested · Meeting booked · Positive · Not interested · Wrong contact. That is what moves the stage.
- Start working / claim an unowned account in your territory (within your claim limit).
- The note — one line a colleague could pick up from.
- The follow-up — date and time; the dashboard reminds you.
- Stage changes — Interested, Meeting, Lost. Signup and Paid are set by the system from real customer data.
The callback loop — why you call from the Swashi number
When a prospect calls the Swashi number back, the AI Receptionist recognises that you reached out, takes a message for you instead of pitching, and emails it to your work mailbox with the transcript — it also appears on the account timeline and as an urgent notification. Same for a text reply. Nothing you start gets lost.
The complete cycle
Manager hands you the top Sales-Ready accounts with verified numbers.
Call, text, log the outcome, set the follow-up. Un-worked accounts are tomorrow's list.
Stage moves with outcomes. Book the demo from the call.
Through your link. The system marks it; your Earnings page shows the commission ledger.
Lost / not interested closes it; 14 days of silence makes it stale and it returns to the pool.
Before your first call — checklist
The discovery call
Seven minutes, one goal: earn a 20-minute demo on their own market. Open with what the dossier found, ask five questions, listen for the pain that maps to a Swashi surface, and book the demo before you hang up.
The opener — 20 seconds say this
The Finding is on the account page. It is measured, dated and sourced — it is the reason the call is not cold. Never open with "how are you today".
Five discovery questions and what to listen for
| Ask | Listen for | Maps to |
|---|---|---|
| "Who does your marketing and lead generation today — a person, an agency, or you at 11 pm?" | Time pain, agency cost, no one | Value anchor · Agency motion |
| "How do new customers find you right now, and how many came from search or referrals last month?" | They don't know · "word of mouth" · a number | SEO AI Rankings · Findings |
| "When someone calls and you can't answer, what happens?" | Voicemail, missed calls, after-hours | AI Receptionist (Starter+) |
| "Have you tried cold email? What happened to the replies — and the bounces?" | Burned domain, no replies, gave up | Verified sending · differentiator |
| "If this worked, what would you want to see in 30 days?" | Their success criterion — write it down | The demo's goal · pilot criteria |
Write the answer to the last question in the account note. It is the sentence you close with.
Booking the demo — the transition
Book it in the meeting, set the follow-up in the portal, and send the text template (Chapter 9) while you are still on the line.
If they only have a minute
Send the text, log Callback requested or Spoke, set a 2-day follow-up.
The 20-minute demo
The demo runs on the prospect's own market, never on a sample account. Four moments, in this order. Each one ends with a question, not a feature.
Screen-share the account page: "we checked your channels — here's what we found, dated and sourced."
Lead Generation → their niche + city. Real companies, ICP scores, verified contacts appear.
Email Outreach → a personalised draft in the buyer's language, with the validation state visible.
They call the number from their phone; the AI answers in their language and books a slot.
Back to their 30-day criterion. Tier, price, start today.
Moment 2 — the live search, word for word
Let them pick. Their picks become the follow-up: "I'll have the outreach agent write to those three in your voice and show you the drafts."
Moment 3 — the draft, and the differentiator
Moment 4 — the receptionist, live
Say nothing while it rings. The receptionist greets in their timezone, answers from the Brain, books, and confirms by email in the caller's language. That silence is the best ninety seconds of the demo.
Moment 5 — the ask
Then be quiet. If they hesitate, go to Chapter 8. If they say yes, Chapter 9.
A demo that fumbles a login sells nothing. Ten minutes of prep is the whole difference.
Objections — open the one you hear
Every objection is a request for evidence. Answer with what the platform measures, then return to their 30-day criterion. Never argue; never invent a number.
"Too cheap to be good?"
"One platform, not twelve subscriptions — you're paying for AI doing the work, not for licences. It replaces a stack of about $1,500 a month. The question isn't the price; it's whether the leads I just showed you are your customers."
"Will emails bounce and hurt my domain?"
"That's the reason people choose us. Every mailbox is verified on our own validation server before a single send; nothing goes out unless the address is validated; sending is paced and warmed. On our own fleet that has meant near-zero bounces and zero spam complaints."
"Is the AI actually any good?"
"Don't take my word — the demo runs on your market. Frontier models through one governed gateway, plus a Business Brain that learns your business, so nothing is generic. You saw the draft."
"I don't have time to learn another tool."
"You don't learn it, you approve it. The agents run on autopilot and ask you before anything irreversible. Onboarding is done with you, and the nine tutorials are two hours total."
"We already have a CRM / an agency."
"Swashi does the work the CRM records and the agency bills for — and it feeds your system of record. Agencies are our best customers: 23 of 24 paying customers resell Swashi to their own clients. If you're an agency, this is margin."
"Guarantee me results."
"I won't, and you should be suspicious of anyone who does. What I can do is show measured evidence — your dossier, verified contacts, a trial with the criterion you named — and we review it together in 30 days."
"Does it work in our language / market?"
"Eighteen languages natively — the outreach, the replies, the phone agent, the content and the product itself. The receptionist switched language mid-call in the demo; that's the same engine everywhere."
"Where does our data go?"
"Each customer is isolated; sensitive data is redacted before any model sees it; nothing learns across customers; every action is audited. For a formal security review, I'll bring in our enterprise engineer." (Enterprise only — do not improvise further.)
"Send me something and I'll think about it."
"Happy to — I'll text you the link with 20 free leads for {niche} and your trial right now, while we're talking. What day should I call to hear what you thought — Thursday or Friday?" Send the text before you hang up; log Callback requested.
"Can you do it cheaper?"
"The prices are the prices — the only discount is annual billing, which is two months free. What I can change is the tier: Starter at $99 is real, and you can move up the day you need more."
"We tried AI content and it was generic."
"Generic is what you get without a Brain. You upload your brand documents once and every agent writes, speaks and sells with them. Let me show you an article outline on your voice, not mine."
"Call me next quarter."
"Sure. Before I go — the 20 free leads are yours either way and they don't expire on my side. If any of them are the customer you want, that's the reason to talk sooner. I'll set a note for {date}." Log Not interested only if they said no; otherwise Follow-up.
Talk tracks are audited against this list monthly. A claim you cannot show on a screen is a claim you do not make.
Closing & follow-up
Close on the criterion they named, on the tier that fits, through your link. Then follow up like a professional: the same day, in writing, with the next step already in the calendar.
Self-serve close (Starter / Growth)
"I'll text you your signup link now — it's your account, and it credits me. Start Growth today, cancel any time; I'll check your first drafts with you tomorrow." Signup through your link is what attributes the customer to you.
Agency close
"You keep the margin: one Agency plan runs 35 client sites, 18 mailboxes and a receptionist per brand. Let's onboard your first two clients this week and I'll introduce you to the partner programme." Loop in Partnerships after the first client is live.
Enterprise hand-off
Multi-brand, security review, integrations or a custom scope → "This deserves a scoped pilot with written success criteria. I'll bring in our Enterprise AE and engineer." Log Meeting, add the note, tell your manager the same day. You do not price it.
Follow-up cadence — every touch is logged
| When | Channel | What |
|---|---|---|
| During the call | Text | Your link + 20 free leads. The template is pre-filled with your name; edit one line to reference what they said. |
| Same day | Email (from your work mailbox) | Three lines: what we found, what we showed, the one next step with a date. |
| Day 2 | Call | "Did you look at the leads?" — the answer tells you the tier. |
| Day 4 | Text | One proof point relevant to their niche (from the dossier or a live search). |
| Day 7 | Call | Trial ends today for Starter trials — the natural close. |
| Day 14 | Decide | Interested → keep; silent → Follow-up in 30 days or release the account. Do not hoard. |
Text templates (edit, don't paste)
After a call they answered
Add one line before the link: "You mentioned {their criterion} — the first search I ran found {n} companies in {city}."
After no answer
Then set a 2-day follow-up. Two no-answers → one voicemail with the Finding, then the text; three → release.
The same-day email
{first name}, three things from today:
1. We checked your public channels: {top Finding, dated}.
2. You saw a live search for {niche} in {city} — {n} companies with verified contacts — and the receptionist booked a slot in {language}.
3. Next step: {tier} at {price}/mo through this link: {your signup link}. I'll call {day} at {time} to review the first drafts.
{your name} · Swashi
Rules of the road
These are not suggestions. The portal enforces most of them; you enforce the rest. They keep our number clean, our claims honest and our customers ours.
Calling and texting
- US and Canada only, from the Swashi number, inside the prospect's local hours. The portal refuses anything else and tells you why.
- Do-not-call and STOP are absolute. A text reply of STOP opts the number out for everyone; never work around it.
- No recording. If recording is ever enabled, the prospect hears a notice first.
- Stay under your daily cap; a shared number's reputation belongs to the whole team.
- Log the outcome after every call. An unlogged call did not happen.
Claims and money
- Quote only the published prices and add-ons in Chapter 4. Annual billing is the only discount.
- Never guarantee results; never say "losing revenue"; never quote a number the platform did not measure.
- Never name a customer without consent.
- Never describe the technology stack, vendors or model names.
- Enterprise and custom deployments are priced by the Enterprise AE after a pilot — not by you.
Accounts and territory
- Work only what is allocated to you or unowned in your territory. Another rep's account is off-limits, full stop; a manager reassigns.
- Release what you will not work; 14 days of silence releases it anyway.
- A human-closed "asked not to be contacted" is final.
- Every signup goes through your link; that is how commissions attribute.
Security
- Your portal login is device-bound; sign out of shared devices in Settings → Security.
- Prospect data stays in the portal — no exports to personal tools.
- Report anything odd (a login you don't recognise, a prospect claiming a promise you never made) to your manager the same day.
Scorecard & 30-day ramp
What good looks like for a full-time closer on the US/Canada territory, and how to get there in four weeks. Your Calls page and Performance page show every number below.
- All nine tutorials, twice
- Manual read; quizzes green
- 50 dials/day on Tier C accounts to find your voice
- Shadow two demos
- Your allocation live; 100+ dials/day
- Every call logged, every follow-up set
- First demos on Tier A/B
- Text after every conversation
- Calculator on every demo
- First signups through your link
- Objection review with your manager — which ones you hear most
- Cap-level dialing
- Trials converting on day 7
- Pipeline review: Interested → Meeting → Signup ratios
- Ask for more allocation when un-worked drops under 100
Weekly self-review — check what you did this week
Dials, answered, minutes and today's cap on Calls; stages and ratios on Performance; the commission ledger on Earnings. If a number in this manual and a number on those pages ever disagree, the pages win — tell Sales Enablement.