Internal Training Resource
Sales Training
Playbook
Everything you need to successfully sell HL Pro Tools — our value ladder, pricing, product offerings, team structure, and proven demo call strategies.
250+
Full-Time Staff
19
Countries
24/7
365 Support
1,000+
Businesses Helped
Foundation
Who We Are
Critical Distinction
"We are not GoHighLevel. We are HL Pro Tools — a dedicated Tools, Training, and Team company built specifically to support and enhance the GoHighLevel ecosystem."
Our core value proposition is giving agency owners their time back by handling the heavy lifting of tech support, onboarding, and project execution. We empower them to focus on sales and strategy while we operate as their white-labeled backend team.
The Three Pillars
Tools
- Theme Builder — Re-skin HighLevel with custom logos, colors, and feature-locking per sub-account.
- Control Panel — Customize the Launchpad, action buttons, pop-ups, and upsell support directly in-app.
- GHL Connector — Low-code/no-code builder for lead routing, AI, and dashboards via the HL API.
Training
- ~200 White-Label Courses — Bundled concepts agencies use as nurture sequences or inbound sales tools.
- Members Area — Basic to advanced HL strategies, plus members-only group.
- Expert Coaching — 10+ weekly calls on sales, FB Ads, AI, video, and webinars.
Team
250 full-time staff across 19 countries. Average 4 years HL experience. 24/7/365.
Support Team — On-demand, done-with-you via chat, email, Zoom, Slack.
Projects Team — Done-for-you execution via Asana.
Activation Team — 1-on-1 Zoom onboarding for resellers.
The Activation Team = Outsourced Inside Sales
Our activation process includes at least two 1-on-1 Zoom calls per onboarding. The first handles technical setup (A2P, domains, snapshots). The second is a Customer Success call — but our actual goal is upselling. Last year, we generated over $9 million in upsells on behalf of our clients. We literally sell their free trial users onto annual plans. This is one of the most powerful selling points you have.
Pricing
The Value Ladder
Our pricing structure grows alongside our clients. When pitching, focus on the tier that best matches their current client volume and specific needs. The value ladder is designed so every step up delivers meaningfully more capacity and support.
Core
Solo agencies, just starting outNo contract, billed monthly
$197/mo
VIP
Growing agencies (up to 10 clients)No contract, billed monthly
$397/mo
Elite
Scaling agencies (unlimited clients)No contract, billed monthly
$997/mo
Enterprise
Established SaaS CEOsApplication required
$3,997/mo
Projects Team
VA Packages
For clients who need execution, we offer AI-empowered fractional teams positioned as "Project On Demand" (POD) services. The key pitch: what used to take a freelancer four weeks can be executed by our team in four hours.
HLPT 25
25hrs/mo
$656
Billed every 4 weeks
Maintenance and lighter workloads
HLPT 50
50hrs/mo
$896
Billed every 4 weeks
Growing agencies needing consistent output
HLPT 150
150hrs/mo
$2,988
Billed every 4 weeks
High-volume agencies requiring heavy execution
All VA Packages Include
What Our VA Team Can Build
Offers & Bundles
Promotions
Beyond the standard plans, we offer activation bundles and promotional packages. These are powerful closing tools, especially for resellers who need bulk onboarding capacity.
Onboarding Bundle
Bulk onboarding calls
$50 per call — standard activation pricing
Best for resellers with a steady pipeline of new clients. Each onboarding call is a 1-on-1 Zoom session covering A2P setup, domains, snapshots, and custom values. Includes the Customer Success upsell call.
Also available:
Individual onboarding at $149 per customer
Accelerated Elite
Prepaid discount plan
~$83 per call — discounted vs. standard $149/call
Designed for agencies onboarding 5–10+ clients per month. This is a prepaid credit system that gives them a significant discount on onboarding calls.
Usage Scenarios:
Key mechanic: The $5,000 acts as a discount against onboarding credits each month. Unlike standard Elite ($997/mo) which includes only 5 calls, Accelerated Elite lets them front-load as many calls as needed.
vs. Standard Elite: Standard Elite is $997/month with 5 included onboarding calls. Additional calls cost extra. Accelerated Elite is for clients who know they will onboard at volume.
Important caveat: If the client does zero onboardings, the credits deplete in about 5 months. This plan is NOT for people who won't actively onboard. It's specifically an incentive for high-volume onboarders.
Complete Value Ladder — At a Glance
| Offer | Price | Type |
|---|---|---|
| Core | $197/mo | Support Plan |
| VIP | $397/mo | Support Plan |
| HLPT 25 (VA) | $656/4wk | VA Package |
| HLPT 50 (VA) | $896/4wk | VA Package |
| Elite | $997/mo | Support Plan |
| HLPT 150 (VA) | $2,988/4wk | VA Package |
| Enterprise | $3,997/mo | Support Plan |
| Onboarding Bundle | $5,000 | 100 calls |
| Accelerated Elite | $5,000 | 60 calls (prepaid) |
Selling
Sales Strategies
These proven strategies are modeled after our most successful demo calls. Each includes ready-to-use scripts you can adapt to your own style. Click each strategy to expand the talking points.
Ready-to-Use Scripts
"If you're growing SaaS or MRR, you're in the right place."
"If you're a reseller, we have exactly what you need."
"If you're trying to outsource tasks and buy back your time, this is a win for you."
"If you're not using HighLevel, we may not be the right fit — we are HL Pro Tools, not HighLevel itself."
Pro Tip
Start every call by asking WHY they showed up. This lets you spend more time on what matters to them specifically.
Ready-to-Use Scripts
"We put on a tech support shirt for your brand, but we operate as your inside sales team. Last year, we sold over $9 million in upgrades on behalf of our clients."
"We literally take your free trial users and sell them onto your annual software plans. You're not just getting support — you're getting a revenue engine."
Pro Tip
This is the single most compelling talking point for resellers. The $9M figure is real and verified. Use it confidently.
Ready-to-Use Scripts
"We are the OGs in the HighLevel support space. Our team has an average of four years of experience on a platform that is only seven years old."
"We run the entire support help desk for major players like Tony Robbins and Dean Graziosi — the same system we give to every client."
Pro Tip
The Tony Robbins / Dean Graziosi reference is powerful because their help desk is the exact same product every client gets. It's not a premium tier — it's standard.
Ready-to-Use Scripts
"Unlike other outsourced support options, we provide 100% visibility. You have access to every timestamp, every conversation, and every ticket. Nothing happens in a black box."
"We are still the only ones in the space that give you this level of transparency."
Pro Tip
Agencies fear losing control when outsourcing support. This point directly neutralizes that objection.
Ready-to-Use Scripts
"The days of paying for a full-time team for part-time output are over. With our AI-empowered shared resource model, what used to take a freelancer four weeks to build can be executed by our team in four hours."
"You get a dedicated Project Manager who connects your vision to the right talent instantly."
Pro Tip
Use the 4 weeks vs. 4 hours contrast. It's memorable and immediately communicates the value of AI-empowered execution.
Call Structure
Demo Call Flow
Follow this proven structure for your demo calls. The flow is designed to build trust first, qualify second, present third, and close naturally.
Authentic Introduction
~2 minBuild rapport. Share a brief personal background to humanize the interaction. Matt often mentions his family and his goal of helping people 'be famous in their own home.' Be genuine — prospects can tell.
Do This
Share something real about yourself. Ask where they're from.
Avoid This
Jump straight into a pitch or read from a script robotically.
Audience Check
~2 minAsk them why they showed up and what specific problems they're trying to solve. Are they looking for support? VAs? Overwhelmed by tech? This determines where you spend your time.
Do This
"In the chat, tell me — what brought you here today? Support, VA, or something else?"
Avoid This
Assume everyone wants the same thing. Tailor your pitch to their answer.
The 10-Minute Pitch
~10 minKeep the core presentation concise. Cover "Who we are" (Tools, Training, Team) and outline the best-fit plans based on their earlier answers. Walk through the three pillars quickly but clearly.
Do This
Use the three pillars framework. Show, don't just tell — reference real examples.
Avoid This
Spend 30 minutes on features. Respect their time and keep it tight.
The Unique Value Props
~3 minHit the two biggest differentiators: 100% visibility on all support conversations (we're the only ones who offer this), and the Activation Team's ability to upsell their clients ($9M last year).
Do This
Use the exact scripts from the Sales Strategies section above.
Avoid This
Gloss over these points. They are your strongest closing ammunition.
Open Q&A
As long as neededSpend the majority of the time answering specific questions and consulting them on their agency structure. This is where deals close — by solving their specific problems in real time.
Do This
Stay as long as they have questions. Be generous with your time and knowledge.
Avoid This
Rush to close. Let the value speak for itself.
The Close
~3 minPresent a clear, bundled offer based on what you learned about their needs. Frame it as a natural next step, not a hard sell.
Do This
"Based on what you told me, I'd start with the $197 Core plan and add $149 per onboarding. If you're scaling fast, the Accelerated Elite package at $5,000 is your best value."
Avoid This
Offer every plan at once. Recommend ONE path based on their situation.
Reference
Quick Reference
Keep these numbers and links handy during calls. This is your cheat sheet for quick answers.
Key Stats to Cite
250+
Full-Time Staff
19
Countries Covered
4 Years
Avg. HL Experience
24/7/365
Support Availability
~200
White-Label Courses
1,000+
Businesses Helped
$9M+
Client Upsells Generated
10+
Weekly Coaching Calls
Complete Pricing Quick-Reference
| Offer | Price | Note |
|---|---|---|
| Core | $197/mo | Entry-level, solo agencies |
| VIP | $397/mo | Up to 10 clients |
| HLPT 25 (VA) | $656/4wk | 25 hrs/mo maintenance |
| HLPT 50 (VA) | $896/4wk | 50 hrs/mo execution |
| Elite | $997/mo | Unlimited clients, 5 calls/mo |
| HLPT 150 (VA) | $2,988/4wk | 150 hrs/mo heavy volume |
| Enterprise | $3,997/mo | Application required |
| Onboarding Bundle | $5,000 | 100 calls at $50 each |
| Accelerated Elite | $5,000 | 60 calls, prepaid discount |
Welcome to the team.
Master these tools, pricing structures, and talking points, and you'll be well on your way to helping agencies scale while growing your own success here at HL Pro Tools.