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"What are the single best levers to scale?"
Austin Netzley has asked himself that question more times than he can count. And now — after working directly with hundreds of 6- and 7-figure businesses across the globe and helping private clients generate over $250M in revenue — the answer is clear.
One of those single best levers:
But as with every part of your business, it's not just about having great results. It's about making them consistent, predictable, and not dependent on you.
Done right, you have world-class sales conversions and can crank up your marketing efforts to scale to incredible heights.
That is what this 2X Sales Blueprint is all about — guiding you on the 80/20 of what matters most to make sales a major strength in your company. Save this guide and let it be your reference for dramatically improving your sales conversions and consistency, and setting you up for years to come.
Because the fact is:
In Every Niche Will Be The Most Dominant.
Is that you? If not — it's about to be. Here's what this full sales department guide covers:
- Your Sales Machine — the key three pieces to drive consistent, scalable growth
- The Department Flow — the prospect journey through your sales department
- The Secret Sauce — to drive consistent, strong results (and stay free from working "in" your business)
- Your Sales Value Chain — the steps to optimise and identify your bottleneck
- The Sales Management Checklist — to make sales an ongoing strength
- Building An Elite Sales Team — the org chart and the key hidden role you need
- Mastering The Numbers — what matters and how to leverage them
- Putting It All Together — with a high-performing, scalable sales machine
Everything at 2X comes back to one central point — everything you want as an entrepreneur: the money, the growth, the time freedom, the impact — it all comes back to one thing:
As soon as you do, you can achieve your wildest dreams as an entrepreneur. That means mastering three key elements: systems, numbers, and your team.
A 'machine' is when you have consistent, predictable, scalable, high-performing results without reliance on any one person. Systems, numbers, and your team make this happen.
You have a true sales machine when you have consistent, predictable, and scalable strong conversions without reliance on you — or any one person at all. This will put you in the top 1% in your niche in a hurry.
Most entrepreneurs build their sales around themselves. That feels like control, but it's actually a ceiling. The moment you're the only person who can close, you've capped your growth and chained yourself to the process. A machine breaks that pattern entirely.
If you're a high-ticket online business, here's how your sales department will work at a full level:
But to start, keep things simpler. Here's the core of this sales machine flow — the essential path a prospect takes through your business:
The full flow looks complex — and eventually, it is. But you build it one piece at a time, starting with the core. Get the basics right first, systemise them, and then layer in the sophistication. Complexity built on a shaky foundation always fails.
The first step to turn your sales into a consistent, predictable machine is to map it out from a 30,000-foot level. The way 2X does that is with what we call the value chain — a methodology that helps you take your sales process and break it into individual steps, so you can pinpoint exactly where to focus and maximise output.
Here are the four key phases of your sales cycle:
Key elements of the pre-call system include:
- Confirming the appointment — a big issue most 6/7-figure businesses deal with is the show-up rate. This is frustrating for the team and costly for your business. Fix it by confirming every appointment.
- Priming with more value — as 2X Head of Sales & Partnerships Pat Bennett always says, it all comes back to the value ratio. If you're not closing, you're not giving enough value. Get them super hot and engaged before the call.
- Objection squashing — the best time to handle an objection is before it comes up. Strategically share examples and benefits in your pre-call sequence that put the major objections at ease.
Do you have a proven pre-call warm-up sequence that gets prospects hot and ready to be closed easily by the sales team?
A proven script puts you in flow and control. Over time, you optimise it to be proven to close at a strong conversion rate. Don't just wing it — create and follow a process. You'll make it easier, have better conversions, be more consistent, provide a better prospect experience, and have something that's duplicatable so you can build a strong sales team — and get free from sales entirely.
Other key elements of nailing the call:
- Be prepared, not reactive — show up a few minutes early, do your research, and be ready to start the conversation fast.
- Bring your A-game — always remind yourself and your team of the value and potential of every single call.
- Always a next step — never end a call without a next step. You've heard of BAMFAM: book a meeting from a meeting. Live by it. 100% of the time, there is a next step.
Are you confident that your sales call process is duplicatable and scalable beyond you or any one person? If not, start here.
- Do what is promised — you can build trust fast by simply doing what you say you're going to do. Set clear expectations, then over-deliver.
- Do it fast — in a world of bad customer service and over-promise/under-deliver, fast follow-through is wildly impactful.
- Make it simple — give clear next steps and make it easy for them to pay or take action. Your prospects are busy. Compete for their attention by making it frictionless.
- Add a personal touch — yes, you'll have scripts and templates. But keep coming back to the biggest benefits and pains for them specifically. A small personal touch goes a long way.
Do you have the proven post-call processes to effectively accelerate the relationship from the high of the sales call?
Phase 4: Follow-Up. Sales is not a short-term game — it's ideally a long-term relationship. Sometimes it takes months or even years to close a prospect. The fortune is in the follow-up, for both prospects and clients.
Shift your sales team mentality from short-term sale to long-term 'raving fan CFL' (customer for life) — and you'll be set up for a wildly healthy business.
Do you have ongoing follow-up systems to regularly check in, support, and accelerate all qualified prospects and customers? Add this in and you'll see a noticeable improvement within weeks.
Most businesses drop the ball the moment the call ends. That's your opportunity. The prospect is at peak interest right then. If you follow up fast, do what you said, and add a personal touch — you differentiate yourself from almost every competitor instantly.
You may be thinking — this is a lot! How am I going to do all of this?
The thing is: you're likely already doing much of the work. You just need to piece-by-piece start to turn it into a machine. And there's a secret weapon that helps — one of the core superpowers at 2X, and something you need to adopt in your company too.
The secret to consistency, predictability, and being able to delegate things effectively without losing performance is:
Everything you do in your business — big or small — is and should be a system. With your entire sales flow, every element needs to be turned into a repeatable, scalable system that others can execute.
Systems don't just make things run without you. They make things run better than they would with you. When everything is documented, it can be improved, measured, and trained. That's how you build a business that outlasts any single team member — including yourself.
Now let's go deeper into execution. This is where management and clarity on a few key areas will make or break your success in sales. Here are the five areas to focus on:
Use the numbers as your guide — and for your team too. These are the facts. We can have all the stories in the world, but the facts are in the numbers. A-Players like numbers and accountability. So master this part of your sales department, and you'll be set up to win big.
What you have to do is transform your business — from one built around you, to one where you're in a true CEO role. One of the first roles you can offload to free up massive capacity is sales. As long as you have the sales systems in place first, of course.
Here's what to look for when finding the right sales reps — starting with your first hire to replace you in the sales seat, then building out your team one piece at a time:
The order that you approach things matters a lot. Start with the right sales strategy and irresistible offers. Then get the basic systems and numbers in place. Then — and only then — build your sales team, one key piece at a time.
One great thing about sales is that this can be a commission-based role, meaning less out-of-pocket expense unless there are results. This is great for cash flow initially — and great for strong reps who want to earn what they're worth. Structure it right and it's a win on both sides.
Mastering your key metrics is a fundamental 2X principle — it's even a core value. Because the numbers are fact. They take out the guesswork, show you what's working and what's not, where to focus, and what to fix. And they give you one of the most powerful tools to grow your business: clarity and accountability.
Most entrepreneurs think they have a sales problem — but they don't know where to focus. Using your sales value chain as your guide, map out the prospect journey in the form of key metrics from one step to the next. Here are the five core metrics to track:
- Show-Up Rate
- Close Ratio (of Show Ups)
- Number of Sales
- AOV (Average Order Value) — money received now
- Total Sale Value — total value if fully completed
For each step, track the actual results, target goal, minimum baseline, and recent 30-day average. By breaking things out this way, you build much more consistency — and can fix the problem directly instead of guessing.
When I started with 2X, I didn't even know what KPI meant. Now we have literally dialled in on every single part of our business — we know exactly how to scale every step of the way. The future has never been brighter for us.
Ryan came into the 2X Accelerator with great sales skills and a strong business — but he didn't know his numbers. He was working hard, trying to solve the wrong things. By going deep into his numbers and improving his sales department to be a machine, he grew from $31k per month to over $307k per month.
So, long story short: if you want to fix your business and optimise each department — especially sales — break things into a value chain series of steps, get clear on the numbers, and keep building the machine one step at a time.
The rest becomes easy from there.
Your Sales Dashboard
As you build out your machine, the numbers will be at the heart of your entire sales department. Build a sales dashboard with these principles in mind:
- Keep it simple — if it's complex or unclear, it won't be used. Start wildly simple, then get more sophisticated over time.
- Start with a spreadsheet — get the right numbers being tracked first. Get in flow. Then add technology. Even at 2X, sheets are still the go-to.
- Make it a culture thing — use the numbers daily in your team, meetings, and communication. Get everyone familiar with what the metrics are, why they matter, and how they're all held accountable.
A huge shift happens the moment you master the numbers in your business. You go from guessing to knowing. From reacting to predicting. From managing vibes to managing a machine. It's one of the most powerful transformations I've seen — and it's available to any business that chooses to commit to it.
Now let's review your full sales department machine and all the key elements together:
The key 2X principles to make this all happen:
- Systems are the secret. Build out each step of your entire sales system, one small piece at a time. You'll have more consistency, control, and better results — while removing yourself from sales entirely.
- The numbers are your guide. They take out the guesswork, drive accountability, and show you exactly where to focus.
- Sales strategy and flow. See the 30,000-foot view and the micro-steps — so you know exactly where to focus at every stage.
- Make your life easier with an irresistible offer. Work with marketing and leadership to craft truly irresistible offers. With the right feedback and teamwork, your sales team will look like heroes.
- Get everyone aligned on the right metrics. It's not just about close rates — it's about total revenue, profit, and driving long-term relationships. Nurture clients for the long-term and you'll build a world-class sales team.
To start building your sales machine, take these three actions now:
Action #1: Map out your sales value chain steps based on your sales strategy and offer. What is your exact sales process right now?
Action #2: Get clear on your metrics for each step. Where are you at now, and what should your ideal numbers and conversions be? This is your sales success formula.
Action #3: Create or improve your sales script to begin optimising with feedback over the coming days and weeks. Soon you'll be driving much more consistency, better conversions, and a duplicatable sales team.
Remember: Systems are the secret.
The entrepreneurs who take massive action on this — who actually map the value chain, track the metrics, build the systems — are the ones who end up with a business that runs without them. That's the goal. Not just more sales. A machine that produces sales, consistently, on its own.
The company with the most effective sales process in any niche will dominate. Not the one with the most leads, or the most ad spend, or the best pitch person — the one with the most systematic sales process.
Build your value chain. Know your numbers. Install your systems. Build your team around them. And watch your sales transform from something that depends on you — into a machine that works for you.
Ready To Build Your
Sales Machine?
The 2X Accelerator helps 6 and 7-figure entrepreneurs build consistent, scalable sales systems — and double their business in 90 days or less.
Apply To The 2X Accelerator