Brian Simpson Service Tech Sales Webinar. June 18, 2026.

Quick links to live systems

1. Campaign Overview

Objective

Drive 50+ paid registrations (GA + VIP combined) by June 15, 2026 (T-3). Stretch: 60 GA + 10 VIP. 20%+ VIP upgrade share. 15+ Tour the System call bookings post-event. Public funnel moves visitors from GA registration to VIP checkout to confirmation, then drives attendance and Tour the System bookings for Flight School Elite.

Launch window

2026-05-19 through 2026-06-18. Live webinar June 18, 2026 at 3 PM ET / 2 PM CT. Two hours. Confirmation page asks registrants to bring their last-30-days close-rate number.

ICP and avatar

Exclusions

• Solo operators and 1-4 tech shops (economics don't work).
• Pure commercial service companies (different buying cycle).
• Roofing-only contractors (served by the Top Rep Roofing track).
• Franchise corporate buyers (procurement cycle too long for a 21-day webinar play).

Value equation

Offer enhancers

• Scarcity. VIP capped at 100 seats. GA capped at 500 seats. Ticket sales close when the webinar goes live.
• Urgency. One live date, June 18. VIP replay window only 72 hours. $97 Flight School Elite credit expires 14 days post-event, on July 2.
• Bonuses. (1) Objection Prevention Map PDF, (2) 72-hour VIP replay, (3) $97 credit toward Flight School Elite first month if enrolled inside 14 days, (4) live Q&A with Brian.
• Guarantee. Show up Thursday. Walk away with the 6-step PROVEN Method playbook ready to hand techs Friday morning. If not, reply to the registration email within 7 days for a full refund. Top Rep handles refunds manually within 5 business days.

Offer stack

Messaging framework

PAS + Proof + CTA. Top Rep direct/high-energy (Chuck cadence) punch + proof + power, short bursts mixed with tactical paragraphs, line breaks for emphasis.

Banned. Antithesis pattern ("Not X. Y." / "X, not Y." / "Not another X."), purple prose, AI slop ("skyrocket", "unlock", "discover", "revolutionize", "streamline", "in a world where", "imagine", "you're not alone"), hashtags, emojis, competitor names.

Canonical vocabulary. Champion Sales Rep (not "top performer"), close rate (not "conversion rate"), Flight School (membership), Flight Instructor (manager), Closing Roadmap, Pivot Points, Bootcamp (not "conference" / "seminar"), homeowner (not "customer" / "prospect"), Champions, Solo Simulator (AI practice tool, not "Sales Simulator"), kitchen table, in the field.

Top objections (and where each is handled)

1. "My techs aren't salespeople, and I don't want to turn them into salespeople." Handled in landing page hero + Day -3 nurture.
2. "I tried a sales coach last year and it made my guys pushy. Lost two good techs." Handled in Day -3 pre-event email.
3. "I can't afford to pull my techs off the schedule for training." Handled in Day 3 post-event email.
4. "Webinars are always 2 hours of content and 1 hour of pitch. Not doing that again." Handled by structure (last 30 min is Tour the System CTA only, not pitch).
5. "We already run a script. I don't need another one." Handled in webinar content (PROVEN is a 6-step in-home call, not a script).

Core angles

1. Owner-pain. You are the only closer in your company, and that's the ceiling on your revenue.
2. System-over-personality. Your techs don't need a personality transplant. They need a 6-step call they can run on autopilot.
3. Objection prevention over objection handling. Most objections never happen when the call is built to prevent them.

2a. Full End-to-End Chain (Registration → LearnWorlds enrollment)

The full chain from form submit to LearnWorlds course enrollment. Tag conventions captured from the live Zaps on 2026-05-28. The LW automation rule URL and exact course slug are pending capture from Jet (LW admin SSO session required).

The 4-piece chain (one per cohort)

Canonical tag strings (the linchpin)

Per-cohort chain detail

2b. Funnel Flow Diagram

End-to-end view of the campaign. Traffic enters at registration, flows through VIP checkout and confirmation, lands on the live Zoom, then routes to Tour the System call bookings. Each box is a real asset (page, workflow, sequence, or external system).

flowchart TD
    M["Meta Ads + Warm-List Email/SMS"] --> R1["Registration Page
now.topreptraining.com/service-tech-webinar"]
    WARM["Warm List + Past Attendees"] --> S1["Sequence 1: Promo + Warm-List
Brian | Lead Nurture | Opt-In
(Days -14 / -10 / -7 / -3 / -1)"]
    S1 --> R1

    R1 -->|GA $97 selected| V1["VIP Checkout
service-tech-webinar-checkout"]
    R1 -.->|Abandon| WF1["Workflow:
STW 06-18-26 | Registration Abandon Recovery
(wf-id 3f8d3c79)"]
    V1 -->|Purchase| CF["Confirmation Page
service-tech-webinar-confirm"]
    V1 -.->|Abandon| WF2["Workflow:
STW 06-18-26 | VIP Checkout Abandon Recovery
(wf-id 4c2a0cbd)"]

    CF -->|All cohorts| NUR["Sequence 2: Pre-event Nurture
STW 06-18-26 | Pre-event nurture
(Days -7 / -3 / -1 / 0)"]
    CF -->|All cohorts| MAIN["Workflow:
Brian | Main Delivery Funnel
(wf-id e65c8a95)"]
    MAIN -->|GA + VIP, after Create Opportunity| CONFIRM["Confirmation Email (Day 0)
GA: You're in / VIP: VIP confirmed
Zoom link via custom value stw_zoom_link
built + published 2026-05-30"]
    CF -->|VIP tag applied| VIPACC["Workflow:
STS | Access Provisioning | On VIP Grant
(wf-id 41d2cc25, portal wf-15)"]
    CF -->|GA tag applied| GAACC["Workflow:
STS | Access Provisioning | On GA Grant
(wf-id 612aa825, portal wf-17)"]

    VIPACC --> VIPZAP["VIP Zap
(portal wf-19)
1. Catch Hook
2. LW Create User
3. Add Tag [customer] vip - service tech sales webinar"]
    GAACC --> GAZAP["GA Zap
(portal wf-20)
1. Catch Hook
2. LW Create User
3. Add Tag [customer] ga - service tech sales webinar"]

    VIPZAP --> LWRULEVIP{"LW Automation Rule (VIP)
Trigger: tag added matches
[customer] vip - service tech sales webinar"}
    GAZAP --> LWRULEGA{"LW Automation Rule (GA)
Trigger: tag added matches
[customer] ga - service tech sales webinar"}
    LWRULEVIP -->|enrolls| LWCOURSE["LW Course
Service Tech Sales Webinar
(Brian's content TBD)"]
    LWRULEGA -->|enrolls| LWCOURSE

    NUR --> WEB["Live Webinar
Zoom (Jun 18, 3 PM ET)
Zoom link CREATED by Jet"]
    WEB -->|Attended| BOOK["Tour the System
go.topreptraining.com/connect"]
    WEB -.->|No-show| WF3["Workflow:
STW 06-18-26 | Webinar No-Show Recovery
(wf-id 73415ffb)"]
    BOOK --> POST["Sequence 3: Post-event to booked call
Brian | Post-event to booked call
(Days 0 / 1 / 3 / 5)"]
    POST --> CALL["Tour the System Call
Chuck Thokey (20 min)"]
    CALL -->|Booked| WF4["Workflow:
TRT | Discovery/Strategy Sequence | Appointment Booked
(wf-id 5a938ed5) PUBLISHED"]
    CALL -->|Closed| ELITE["Flight School Elite / Elite Plus
Monthly subscription"]

    style M fill:#fff7ed,stroke:#ea580c,stroke-width:2px
    style WARM fill:#fff7ed,stroke:#ea580c,stroke-width:2px
    style R1 fill:#fef2f2,stroke:#cc1818,stroke-width:2px
    style V1 fill:#fef2f2,stroke:#cc1818,stroke-width:2px
    style CF fill:#fef2f2,stroke:#cc1818,stroke-width:2px
    style WEB fill:#fef2f2,stroke:#cc1818,stroke-width:3px
    style BOOK fill:#f0fdf4,stroke:#16a34a,stroke-width:2px
    style ELITE fill:#bbf7d0,stroke:#16a34a,stroke-width:3px
    style WF1 fill:#f0f9ff,stroke:#0ea5e9,stroke-width:1.5px
    style WF2 fill:#f0f9ff,stroke:#0ea5e9,stroke-width:1.5px
    style WF3 fill:#f0f9ff,stroke:#0ea5e9,stroke-width:1.5px
    style WF4 fill:#f0f9ff,stroke:#0ea5e9,stroke-width:1.5px
    style MAIN fill:#f0f9ff,stroke:#0ea5e9,stroke-width:1.5px
    style CONFIRM fill:#dbeafe,stroke:#2563eb,stroke-width:2px
    style VIPACC fill:#f0f9ff,stroke:#0ea5e9,stroke-width:1.5px
    style GAACC fill:#f0f9ff,stroke:#0ea5e9,stroke-width:1.5px
    style VIPZAP fill:#fed7aa,stroke:#ea580c,stroke-width:2px
    style GAZAP fill:#fed7aa,stroke:#ea580c,stroke-width:2px
    style LWRULEVIP fill:#e9d5ff,stroke:#9333ea,stroke-width:2px
    style LWRULEGA fill:#e9d5ff,stroke:#9333ea,stroke-width:2px
    style LWCOURSE fill:#bbf7d0,stroke:#16a34a,stroke-width:2px
    style S1 fill:#fef3c7,stroke:#d97706,stroke-width:1.5px
    style NUR fill:#fef3c7,stroke:#d97706,stroke-width:1.5px
    style POST fill:#fef3c7,stroke:#d97706,stroke-width:1.5px
    

3. Funnel Steps

4. GHL Workflows (7 chains)

Each workflow runs on its own trigger and has a discrete outcome. All 7 live in the Top Rep GHL location dTYhTEq6MOhUBvzfpCyp. JC owns the recovery, booking, and LW access workflows; Jet Ruiz owns the Main Delivery Funnel.

5. Email + SMS Sequences

Three sequences. Sequence 1 (warm-list pre-launch nurture). Sequence 2 (pre-event nurture for new registrants). Sequence 3 (post-event to booked Tour the System call).

Sequence 1: Promo + Warm-List Nurture

GHL name. Brian | Lead Nurture | Opt-In. Trigger. Warm-list / past-attendee promo launch. Channel. Both (email + SMS). GHL status. draft. Open in GHL. 9e52fcb7

Sequence 2: Pre-event Nurture (new registrants)

GHL name. STW 06-18-26 | Sequence 1: Pre-event nurture. Channel. Email. GHL status. draft. Open in GHL. 8df6fa6a

Sequence 3: Post-event to Booked Call

GHL name. Brian | Sequence 2: Post-event to booked call. Channel. Both (email + SMS). GHL status. draft. Open in GHL. 556f8004

6. Traffic and Ad Creative

Channel mix

• Meta (Facebook + Instagram). Feed + Reels. Primary acquisition.
• Email. Top Rep list + Sales Intensive non-buyer reactivation (30-day list).
• SMS. Reactivation segment.
• Owned. Top Rep social + Flight School newsletter + Top Rep podcast (Brian episode scheduled June 3).
• Partner. Brian's NuBlue HVAC, Plumbing & Electrical network DM push.

Hooks (by awareness level)

Meats (proof + value drops)

• Demo. Objection Prevention Map PDF (VIP deliverable). Shows techs how to prevent common homeowner objections before price is presented.
• Testimonial. NuBlue 50+ techs trained on the PROVEN Method by Brian Simpson.
• Testimonial. NuBlue 8-point close-rate lift across the board in 30 days (use only where approved by Top Rep / Brian).
• Testimonial. NuBlue 50+ service techs ran the 6-step in-home call. Same techs, same dispatch, same pricing, different conversation.
• Education. PROVEN 6-step call framework: Purpose, Relationship, Observe, Verify, Educate, Now.
• Story. April 2-21 Sales Intensive baseline: 31.6% lead-to-buyer, 27 leads, 6 buyers, Meta CPC $1.31. Top creative: AD05-VID-Chuck2.0 (3 buyers), AD01-IMG-Champions (2 buyers).

Ads in flight

Meta account: act_3716885678093. Campaign: CMP10-BrianSimpson-Leads (id 6964931541821). Landing URL on all ads: now.topreptraining.com/service-tech-webinar.

7. Tracking, KPIs, Hypotheses

Tracking

Target metrics

Hypotheses

1. If we lead with owner-pain angle on Meta cold, Meta CPC holds at or under the $1.31 Sales Intensive baseline on trade-specific audiences.
2. If we tighten ICP copy to HVAC/plumbing/electrical language on the landing page, landing CVR holds at or over 3.5% versus generic home-services cold.
3. If we position VIP at $197 with the Objection Prevention Map + $97 Elite credit, VIP share moves from 0% to at or over 20% of total registrations.
4. If we run the day-of Tour the System CTA in the last 30 minutes with a live calendar opening, attendee-to-call-booked holds at or over 25% (Sales Intensive parity).
5. If we route Tour the System calls to Chuck with the same script used in Sales Intensive, lead-to-buyer on the attending cohort holds at or over 31.6%.

8. Open Ops and Blockers

Open tasks

Blockers

Open data gaps

• Live webinar URL: Zoom link not yet provisioned in GHL (step-4).
• Preview URL missing for step-4 (Live Webinar) and step-5 (Tour the System Call).
• Placeholder tokens to resolve before send: {zoom_link}, {booking_link}, {replay_link}.
• GHL pipeline ID needs backfill in Hyros attribution mapping.

What's blocking a full end-to-end test (as of 2026-05-28 PM EST)

9. Reference Documents