They-Ask-You-Answer-Mastery
They Ask, You Answer Mastery

Marketing and Sales Training

Master They Ask, You Answer for Unmatched Sales and Marketing Results

Dramatically increase trust. Explode traffic, leads, and sales. They Ask, You Answer is the most proven sales and marketing framework in the world for achieving online dominance in any space.

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Allison Riggs, IMPACT Head Coach, walks through everything you need to know about They Ask, You Answer Mastery.
Allison-Riggs
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“The value of the coaching that we got was next-level. We've seen the cost of our marketing and cost per lead improve. It's dramatically changed our selling cycle, and it's greatly increased trust with our customers.”
Ryan Shutt
CEO, Southwest Exteriors
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“IMPACT has educated us and helped us get to a place where we could move forward and we could push past what we were facing previously.”
Isabelle Braeutigam
Marketing Manager, Custom Built Design & Remodeling
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“We can attribute a lot of growth to jumping on this program. We're truly the innovators and pioneers in our marketplace.”
Richard Jones
CEO, MoveMobility
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They Ask, You Answer Mastery Overview

You’ve Read the Book. You Believe. Now What?

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Watch the Overview

“Why are we not doing this?” This was likely the thought that kept coming to mind when you read They Ask, You Answer or heard Marcus Sheridan speak. Simply put: it just makes sense.

But now, of course, you’re asking yourself the next logical questions: What comes next? How do we get started? Do we need help, or can we do this alone? All good questions. Let’s take an honest look.

Eliminate the TAYA Learning Curve. Experience Unbelievable Business Growth…FASTER.

Although the premise behind TAYA is very simple, the actual application of the framework comes with its challenges. The truth is, many companies around the world have applied what they read in the book and experienced tremendous success without using a coach. At the same time, many others have attempted to do TAYA and failed miserably in the process.

At IMPACT, we’ve seen exactly what does and does not work. We know the patterns of the most successful TAYA organizations versus the ones that can’t seem to get out of their own way.

This is exactly why we developed our wildly successful They Ask, You Answer Mastery program.

Simply put, we don’t want you to fail.

In the program, a seasoned They Ask, You Answer coach and expert trainers will guide you to:

  • Develop the perfect TAYA strategy for your unique business

  • Build and train your marketing team to act as an “in-house agency”

  • Create world-class content (text, audio, video) that generates massive results

  • Leverage the latest AI to become more efficient and productive while staying ahead of the competition

  • Align sales and marketing (eliminating the silos that hold so many organizations back)

  • Master the tools for success (like the HubSpot sales & marketing suite)

All this will be done while avoiding common mistakes and holding you accountable for executing high-quality work to reach your goals.

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Be the Next Great They Ask, You Answer Case Study

As you’re likely aware, many businesses around the world have reached the top of their industry because of They Ask, You Answer, making them literal household names within their space.

If you work with our team at IMPACT, this is the level of success we expect. It’s our job to help you formulate a specific plan of action while dramatically lessening the learning curve. It’s your job to follow the plan. Done right, it’s an incredibly powerful system.

 

B2B & B2C Leaders Across the Globe Trust They Ask, You Answer to Grow their Businesses

Service or product-based, B2B or B2C, local, national, or international, we have helped companies of all shapes, sizes, and industries worldwide. Simply put, if you’re in the business of “TRUST,” then TAYA — done properly — will work for you.

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Benefits & Expected Outcomes

Our Promise to You

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Watch the Benefits & Expected Outcomes

When your business graduates from They Ask, You Answer Mastery, you’ll have all the skills, experience, and competencies in-house to attract great customers and grow your business, eliminating the need to rely on an outside marketing agency ever again. Here’s what you can expect:

More-Awareness
More Awareness

Once you learn the skills to openly and honestly address your customers’ questions and concerns, you’ll be able to position your company as the most trusted and authoritative source within your industry, thus increasing the amount of generated traffic and leads.

Improved-Brand-Perception
Improved Brand Perception

Through implementing They Ask, You Answer, your company will not only demonstrate your expertise, but you’ll also build a sense of credibility and reliability amongst your potential buyers. You’ll be able to establish yourself as the go-to resource in your industry, fostering a deeper connection and creating a reputation for being customer-centric.

Marketing-Self-Sufficiency
Marketing Self-Sufficiency

Too often, businesses are trapped in a never-ending cycle of dependency, paying an agency or third party to complete marketing tasks they could do themselves. When you invest in TAYA Mastery, you control your sales and marketing destiny, no longer depending on an outside source to get you the results you expect.

Deals-that-Close-Faster
Deals that Close Faster

The leads you generate will come to you more informed than ever. Because you’re providing them with content that answers all their questions and concerns, your salespeople won’t have to spend time doing this during the sales process. What’s more, your sales team will also be able to have more effective sales conversations, focusing on the prospect’s needs and issues. All of this results in less time spent on educating, and more time spent on qualifying and moving the opportunity forward.

More-and-Better-Customers
More and Better Customers

Of course, the skills you learn will help you close more deals and generate more business, but it doesn’t stop there. You’ll also be able to apply your customer-centric approach to focusing on your current customers, making them happier, more satisfied, and willing to become evangelists for your brand.

ROI-from-Content-Marketing
ROI from Content Marketing

The key to creating content that stands out from your competitors, truly captures the soul of your business, and gets results is “insourcing” your content production with an in-house content manager. By doing this, you’ll find the sky’s the limit in your ability to achieve your most aggressive traffic, leads, and sales goals with inbound marketing.

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“We have a much more client-centric approach. We're more aligned as a team. We know where we want to go. And we're able to address problems more quickly.”
Isabelle Braeutigam
Marketing Manager, Custom Built Design & Remodeling
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“As the CEO of a company, it gives me assurance that marketing is headed in the right direction. The program brings alignment across all of your marketing assets.”
Richard Jones
CEO, MoveMobility
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“We used to average 3,500 vistors to our website a month, and now we're averaging 8,000-9,000 a week.”
Ryan Shutt
CEO, Southwest Exteriors
How It Works

An All-Inclusive Program to Help Your Company Master They Ask, You Answer

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Watch How It Works

What's Included in They Ask, You Answer Coaching?

If your whole team is not bought in and fully invested in your success with inbound marketing, content, or They Ask, You Answer, it can’t reach its full potential. Leadership is at the heart of this.
In Mastery, leaders will learn how to get their entire organizations excited about the program and maintain that momentum by:
TAYA-Implementation
Expedited They Ask, You Answer Implementation

With Mastery, you’ll be equipped with the guidance and resources to realize all the benefits and promises of They Ask, You Answer as fast as possible. Trained under Marcus Sheridan himself, our coaches leave no stone unturned.

TAYA-Implementation
Senior-Leadership-Coaching
Senior Leadership Coaching

Senior leaders at your organization will receive personal coaching to master everything they need to establish a team and culture where They Ask, You Answer can thrive. This includes role-playing conversations, understanding and tracking metrics, and enabling cross-department communication.

Senior-Leadership-Coaching
Team-Development-Coaching
Team Development Coaching

How can you drive your team to their highest potential? In They Ask, You Answer Mastery, leaders will learn how to hire as well as evaluate and improve team performance, deliver feedback and facilitate practice, as well as foster alignment.

Team-Development-Coaching
Accountability
Accountability

They Ask, You Answer success means new culture, processes, habits, and commitments, and our coaches will hold you and your team to them. With regular role play, training, and feedback, we will keep you on track and consistently moving toward your goals.

Accountability

What Topics Are Covered?

In today's digital landscape, customers are bombarded with countless marketing messages, making it increasingly difficult for your business to stand out. They Ask, You Answer Mastery will dive deep into all of the framework’s principles, as well as fundamental elements of inbound marketing and sales to break free from the crowd.

Content Marketing Training

Build your content marketing competency in-house, and learn how to use The Big 5 approach to create content that attracts potential customers, empowers your sales team, and generates revenue. Our program teaches you essential skills such as conducting effective keyword research, optimizing your website copy, and creating a long-term content strategy. When your company is willing to address The Big 5, and it’s done the right way, you won’t be waiting a year or more to see results. Businesses willing to address these questions see an immediate rise in qualified traffic, a steady stream of qualified leads, and a dramatic increase in sales, in less time.

Video Training

The program covers video strategy and on-camera performance to help your team produce high-quality marketing and sales videos that engage your audience and drive revenue. We call these videos The Selling 7. When your company commits fully to creating The Selling 7, it won’t be long before you see dramatically increased website traffic and engagement with your content, accelerated conversions of qualified leads, and an empowered sales team that can close deals faster with more educated prospects.

Sales training

The program also includes training for your sales team on assignment selling, 1-1 video, and virtual selling best practices. This comprehensive program will transform your salespeople into master communicators, resulting in increased confidence, trust, and faster deal closures, while also empowering your sales leaders to drive dramatic improvements in your organization.

HubSpot Training

The program includes HubSpot training to help your sales & marketing teams master the platform and use it effectively to grow your business. Once you understand how to harness the power of HubSpot in-house, you can expect benefits and outcomes such as long-term cost savings, self-sufficiency, adoption of the tool across all departments, better communication and collaboration, better data to make better-informed decisions, and ultimately, a healthier business.

StoryBrand Training

We believe that StoryBrand and They Ask, You Answer are the perfect complementary frameworks when it comes to mastering sales and marketing within an organization. As a certified StoryBrand trainer, we’ll help you craft your website copy so as to make your customer the “hero” while you act as the perfect “guide,” resulting in a more effective way of helping your potential customers understand that what you offer can help them overcome a particular pain or challenge they’re experiencing and see a positive change.

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“The skills that we've learned have impacted our business by making us very quick & nimble in the way we answer our customers. It's broadened our horizon in what we can do with content.”
Richard Jones
CEO, MoveMobility
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“There are so many new skills that our team has developed from a sales side, a marketing side, and a leadership side.”
Isabelle Braeutigam
Marketing Manager, Custom Built Design & Remodeling
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“If you look at our videos from 2 years ago to where they are now, just to see the growth in professionalism, scripting, and the direction of those has been amazing.”
Ryan Shutt
CEO, Southwest Exteriors

What Does the Process Look Like?

Book-a-Coach-Call
Book a Call With an IMPACT Coach

At IMPACT, instead of having you talk to a commissioned salesperson (who may or may not have your best interest at heart), we immediately have you speak with one of our certified TAYA coaches. This way, you can quickly get a sense as to whether or not this is the type of person you’d like to work with to grow your business. At the same time, it allows the coach to see if you’re a good fit for TAYA and IMPACT, and that you’re ready to do what it takes to become the most trusted voice in your space.

**Please note, about 50% of the potential customers we talk to on this call are NOT a good fit for our services, and we will be very honest with you during this period if we feel this is the case. Our coaches have been instructed if there is any doubt the client will be a world-class case study, then we should not move forward together.**

Book a Call With an IMPACT Coach

Book-a-Coach-Call
Kickoff and Planning

If both parties agree there is a clear fit after expectations have been set, your TAYA mastery engagement will then begin. It will start with your coach working with your leadership team to evaluate the current state of your organization, establish coaching and training schedules, and get you looped into all the tools (we provide) needed to be successful (IMPACT+).

Training & Continuous Improvement

Depending on your specific needs, we will help you hire and onboard essential team members like a content manager and videographer. Once these positions are filled, individual training sessions begin focusing on content, video, HubSpot, and sales training as needed, before transitioning to group training. Leadership will also meet for bi-weekly coaching calls focused on accountability, checking on priorities, strategy, and organizational topics.

What Is the Format for Coaching & Training?

We use a mix of virtual, in-person, independent, and collaborative mediums to coach and train your team. This includes:

Virtual-Coaching-and-Training

Virtual Coaching & Training

We deliver most coaching and training virtually in hour-long bi-weekly sessions, with in-person options as needed. This is where we role-play scenarios, teach fundamental communication principles that will help them position your team as trusted advisors, and discuss opportunities to improve from reviewing sales calls.

Group-Training

Group Training

This is where knowledge becomes application. Once you’ve mastered the skills in 1-1 training, members of your team will join groups with 3-4 individuals in similar roles at other organizations to discuss projects, troubleshoot issues, and give and receive feedback.

Leadership-Coaching-Sessions

Leadership Coaching Sessions

Your leadership coaching sessions will involve detailed strategic work with your IMPACT coach. You can expect to review progress on quarterly priorities, initiatives, and learning objectives. This will also be a time to address impediments and decisions your company has made.

SME-Training-Sessions

Subject Matter Expert (SME) Training Sessions

These highly tactical training sessions will help your internal team develop mastery of core skills related to all aspects of digital sales and marketing. Your SME coaches will review your team’s progress and task completion, and assign lessons to ensure further skill development.

Quarterly-Planning-Sessions

Quarterly Planning Sessions

Your quarterly planning sessions will utilize both scorecard and priority review to help you plan for achieving your upcoming goals. You will also brainstorm priorities as you develop your quarterly plan.

Workshops

Workshops

Virtually, or in-person when needed, we offer hands-on, immersive training that is tailored to the specific needs and challenges of each client.

Online-Learning

Online Learning

Our training programs are supported by online learning modules, tools, and assessments that reinforce key concepts.

Customized-Engagement

Customized Engagement

We work closely with our clients to develop a customized engagement plan that meets their unique needs and budget.

What Is the Duration of the Program?

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Watch the Duration
Our program requires a commitment of 18 months to fully experience the program's benefits through training, feedback, and continuous reinforcement. If at any point you feel like you’re not getting value, though, you can opt out of the program. At the same time, if we feel like you’re not doing what you need to do to get value, we will end the engagement at that time. We want this to be very much a win-win for both organizations involved.

Who Will I Be Working With?

In your journey with us, you'll work with a coach who is fully versed in the challenges you confront daily. Just like you and your team, they too are responsible for creating content, closing deals, and managing their own book of business; they don't merely instruct, but they also 'walk the walk.'

Most importantly, all IMPACT coaches are proficiently trained in They Ask, You Answer, as well as the art of coaching professionals. They know exactly how to press the right levers to help you and your team unlock and unleash your utmost potential.

How Much Do IMPACT’s Coaching and Training Services Cost?

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How Much Do IMPACT’s Coaching and Training Services Cost?
Small Business

(< $2.5m in revenue)

Mid-Sized Business

($2.5m to $50m in revenue)

Large Business

(> $50m in revenue)

Coaching & Training For Mid-Sized Businesses ($2.5m to $50m in revenue)

Free Initial Coaching Sessions: At IMPACT, we believe in starting strong, which is why we offer a few free coaching sessions. This allows you to become comfortable with your coach, and it gives us a chance to understand your business's unique needs. We'll delve into your sales and marketing challenges and map out your current standing and future goals, providing valuable, actionable advice you can implement right away.

Tailored Coaching & Training Programs: After gaining a clear understanding of your business, we'll work on creating a coaching and training program custom-designed for your needs. The typical cost range for most mid-sized businesses is between $10,000 and $15,000 per month (with a one-month setup fee), though it can sometimes be less and sometimes it could be more. 

At IMPACT, we’re committed to offering world-class sales and marketing coaching to businesses of all sizes. We know that mid-sized businesses often operate differently than smaller or larger businesses, and our coaching and training programs are designed to accommodate this. Even though our approach with mid-sized businesses might differ from that of smaller or larger ones, we believe in the potential of all businesses to achieve greatness with the right guidance and support.

Price Determining Factors: You might ask, "Why the range?" Well, two primary factors influence the final pricing:

  1. The scale of your goals. More ambitious goals require a more intensive coaching program.
  2. The number of training programs your team engages in simultaneously. Often, tackling several programs at once is key to mastering sales, marketing, and They Ask, You Answer within 18-24 months.

Additional Considerations: To achieve optimum sales and marketing results with the "They Ask, You Answer" framework, you need to have the right personnel, software, and/or equipment. These are crucial factors to consider when setting your budget.

IMPACT+ Included in Your Program: Every program includes an IMPACT+ for Business subscription in the initial setup fee. This provides access to our online community, a variety of enriching courses, progress scorecards, and passes to in-person events such as the "They Ask, You Answer" Summit and IMPACT Live.

In the initial sessions, we'll discuss your budget and work together to create a program that both fits your financial capabilities and drives you toward your goals. Let's get started on this journey towards success!

“I love the fact that we invested in this.”

“Initially, we saw an increase of about 3 points in our close rate, and an increase of about $3,000 in our average sale size.”

Ryan Shutt, CEO, Southwest Exteriors
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Ryan-Shutt

“We've seen growth of 35-45%.”

“That's where we attribute some of the ROI back to the program that we've been through and the implementation of it. I can truly say we've increased our revenue by probably 10-15% just by taking up this program.”

Richard Jones, CEO, MoveMobility
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Richard-Jones

“We've invested in IMPACT, and it's made a big difference in our organization.”

“We have seen our traffic almost triple at this point. It's a sales initiative with marketing behind it. It's a business philosophy, and it really does touch all sides of your business.”

Isabelle Braeutigam, Marketing Manager, Custom Built Design & Remodeling
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Isabelle-Braeutigam
  • Southwest-Exteriors-Logo

  • MoveMobility-Logo

  • Custom-Built-Logo

Is They Ask, You Answer Mastery Right for You?

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Watch Is It Right For You
Our Mastery program is NOT for everyone.

Why?

Truth is, some businesses don’t like feedback. They don’t want to work with a coach. And they don’t want very honest assessments of performance.

Others thrive in that type of environment.

They want honesty, transparency, and accountability. They want a framework to follow. They want to be pushed outside of their comfort zone.

If you feel like you’re the former and not the latter, then it’s very important to note we will not be a good working fit, and that’s okay.

In terms of specific challenges, our program may be a good fit for you if you’re facing any of the following:

  • Not getting enough leads
  • Aren’t closing deals (or are closing them too slowly)
  • Marketing strategy seems a bit lost or without a clear direction
  • Want to use AI but aren’t sure where to get started
  • Company has plateaued in revenue and size
  • Having trouble retaining clients
  • Having trouble communicating what you do with your audience
  • Spending on ads, but not seeing results
  • Sales team is struggling to adapt to today’s digital buyer
  • Feel like you’re not getting the value out of HubSpot and other tools

Ultimately, our best and most successful clients are life-long learners. They aren’t satisfied with the status quo. Rather, they’re looking to push the envelope, personally and professionally.

This is also why many of our best clients have already worked with some type of coach or business group (like Vistage, EOS, ActionCoach, YPO, etc.) in the past.

Leadership Expectations

Finally, it’s critical to note our best clients have the most aware and engaged CEOs. Although we don’t expect your CEO to be at every meeting, we do expect them to attend our quarterly planning sessions. They should be aware, engaged, and invested in the entire TAYA initiative. If you are unable to make this commitment, then we won’t be a good long-term partner and fit.

Results & Success Stories

Improvement Firm Bucks The Trend and Commits to Buyer Education

Southwest Exteriors is a home services company focused on windows and siding.

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Challenge

Challenge

Southwest Exteriors exists in a highly competitive market, going up against national brands and cost-cutting local outfits. But despite the competition in the home improvement industry, no one seemed to be putting buyers first. The hard-sell approach created a trust deficit that kept buyers on edge.

Solution

Solution

The folks at Southwest partnered with IMPACT to go against the grain. They embraced They Ask, You Answer, committing to answering buyer questions and repairing the trust the industry had broken. IMPACT offered the guidance to help Southwest become the most trusted voice in their industry.

Result

Result

With IMPACT and They Ask, You Answer, Southwest had a proven framework that they knew would bring results, even in a crowded field. At first, it was a modest improvement in close rates. Then it was a steady increase in website traffic (from 3,500 organic visitors per month to over 35,000). But biggest of all was the increased trust in the marketplace. Customers reached out after consuming Southwest’s content, with the foundation of a trusting relationship already established.

Accessibility Experts Increase Revenue by 10% With IMPACT’s Guidance

MoveMobility sells wheelchair vans and accessibility equipment.

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Challenge

Challenge

MoveMobility had a marketing problem that many companies are familiar with: They knew where they wanted to go, but they didn’t know how to get there. In the words of CEO Richard Jones, their marketing department was like a ship with no steering mechanism. They were looking for direction so they’d know how to apply their efforts.

Solution

Solution

At the first meeting with their IMPACT coach, the MoveMobility team could see that this would be different. Their coach offered direction and structure, with a clear framework and measurable steps to help the company move forward. This, at last, was the course-setting the team had been looking for.

Result

Result

Like a lot of companies, MoveMobility had long seen marketing as an expense. Something that was nice to have, but hard to prove ROI from. No more. Now, they’ve got a marketing team that’s aligned with the rest of the company — and vital to their future success. They’re producing content that actually impacts sales. And with IMPACT’s training, the team is building the skills for long-term success.

Custom Builders Learn How to Really Put Their Customers First

Custom Built Design & Remodeling is a Michigan-based custom home remodeling contractor.

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Challenge

Custom Built Design and Remodeling didn’t know exactly how to put its ideals into practice. In the hectic day-to-day of running a home improvement business, there wasn’t much time to focus on the big questions: How do we make our processes more client-centered? They knew they wanted to, they just didn’t know how.

Solution

A customer heading into a big remodel project has a ton of questions. The more answers they get ahead of time, the smoother the sales process will be. Our They Ask, You Answer framework focused on customer education. With the right training, the team at Custom Built could help their customers feel more well-informed.

Result

Today, wherever a customer is in the buying process, they have answers to any question they can think of. There are videos, buyer’s guides, product comparisons, and articles. And by producing this content, Custom Built’s sales reps and marketers have come together. The company is all pulling in the same direction, and the customers are getting exactly what they’re asking for.

  • Southwest-Exteriors

  • MoveMobility-Logo

  • Custom-Built-Logo

How To Get Started

Take the First Step to They Ask, You Answer Mastery

Okay, it’s go time. If you feel like you’re ready to take the next step, let’s schedule a call with one of our certified TAYA coaches. This is a very “safe” call, and as mentioned above, there is no hard selling. Rather, we’ll have a productive conversation where we’ll start to understand you and your business while you get a sense for how we work. Remember, the worst thing that can come from this call is you get free business advice from a highly qualified business coach.

Not ready to talk just yet? Then we suggest you go ahead and take the free They Ask, You Answer assessment to see where your organization currently stands.

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What to expect on your call with an IMPACT Coach
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Confirmation

Fill out this form to take ownership of your business growth and start seeing results.

Courses & Additional Insights

Get a feel for our content and our people with these free resources

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Course Course
Fundamentals of They Ask, You Answer
Marcus Sheridan
Marcus Sheridan
Course Course
Bringing They Ask, You Answer to Your Organization
Bob Ruffolo
Bob Ruffolo
Course Course
They Ask, You Answer Fundamentals with Marcus Sheridan
Marcus Sheridan
Marcus Sheridan
Course Course
What a High Performing They Ask, You Answer Company Looks Like
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Bob Ruffolo
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Measuring Your They Ask, You Answer Success for Organizational Leaders
Connor DeLaney
Connor DeLaney
Article Article
How to Get Your Whole Team to Buy in to They Ask, You Answer
Marcus Sheridan
Marcus Sheridan
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How To Get Started With They Ask, You Answer: Your First 6 Months
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Chris Marr
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Website Conversions in 2023 — STOP, START, KEEP
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Vin Gaeta
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Your 2023 Website Strategy Must Include These 6 Things
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Mary Brown
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5 ways launchpad websites go wrong (and how to avoid those mistakes)
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Mary Brown
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What Is a 'Learning Center' and Why Does My Website Need One?
John Becker
John Becker
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What can we expect in working with IMPACT on a website redesign?
John Becker
John Becker
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Website Mastery: A better redesign process for your business website
John Becker
John Becker
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4 Ways To Recession-proof Your Website In 2023
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Marcus Sheridan
Frequently Asked Questions

You Ask, We Answer

Who is IMPACT? Who is IMPACT?
What is IMPACT+? What is IMPACT+?
What countries does IMPACT work with? What countries does IMPACT work with?
What happens if I’m not satisfied with the service? What happens if I’m not satisfied with the service?
Does IMPACT work with marketing agencies? Does IMPACT work with marketing agencies?
My business is unique, how can I know your services will work for me? My business is unique, how can I know your services will work for me?
If I’m an agency, can I help my clients do They Ask, You Answer? If I’m an agency, can I help my clients do They Ask, You Answer?
If I wanted to DIY They Ask, You Answer at my company, how can IMPACT help? If I wanted to DIY They Ask, You Answer at my company, how can IMPACT help?