How We Book 100+ Calls Per Month Using An Instagram DM Funnel

We book over 100 calls a month for each of our clients using nothing but Instagram DMs. No call outreach, no ads, no webinars, just a DM funnel that books calls every single day. And the reason most coaches and most personal brands are only booking 10 to 15 calls a month from their DMs is because they just do not have a system in place. They might have a sitter, maybe two of them doing whatever they feel like doing with no clear process, no accountability, no targets, no data, basically zero structure. So today I'm going to reverse engineer exactly what it takes to book 100 plus calls per month from Instagram DMs, the daily system, the benchmarks that our team needs. be hitting as well as the team structure that makes the math actually work and real quick if you don't know who i am yet my name is george nita i run a company called dm setting.com we're the largest dm setting management and recruiting company in the entire online info space we've generated over 50 million dollars specifically from dm setters for clients such as jeremy minor matt gray ding raziosi samuel luja alex fedotov brooke triplets and aport michael morelli and many many others and that being said let's talk about the daily system that you need to be running so if you're watching this there's a very high chance you have an audience and the problem isn't the audience because you already have then is the fact that no one is out there in your DMs starting conversations with your audience on a daily basis. So here's what a daily operation actually looks like. So first of all, I got to walk you through the lead capture layer, which in our case, most of the times is ManyChat. And I'm going to show you where the lead comes in, what happens from an automation standpoint, what it gets sent, how the entire flow looks like, and then when the DM setter actually takes over. So I have an example of ManyChat automation pulled up here on my screen. I'm going to walk you through exactly what it looks like, how it works, and what it actually does, and when the setter takes over, as I said. The first thing is we obviously have a trigger. So when someone responds to your story, this can be a story, this can be a comment, it can really be anything that you want it to be as a trigger. The way we always do it and the way we always structure those automations. to get the most amount of leads in the DMs because we always promise them something in return for messaging. So I'm sure you've seen like DM me the word guide to get X, Y, Z, blueprint or resource or freebie or YouTube video or podcast or interview. So it can really be anything, right? So don't hold yourself back to like what that actual call to action might be. Now, once someone responds with that call to action, we immediately do one thing, which is we check if they received it before, which is what this condition here does. And if they have received it before, then we're just going to send them a message along the lines of, hey, I already sent you the training. I already sent you the guide earlier. Did you have a chance to watch it? We'd love to hear your thoughts. We take all the steps that we can in many chats to avoid sounding like a bot and to avoid making the audience feel like they're speaking with a bot which is why we want to be careful with this because especially if you might have different keywords that are sending the same resource to leads you don't want that resource to be sent three four five six different times especially in the middle of a conversation maybe when you're proposing a call when you're discovering what their pain points are you really don't want this to interfere in that process which is why we go down this simple path here of mentioning that hey we already sent it so then the setter can easily continue the conversation from there based on the last point that they were at in that specific conversation now from there if they don't meet the condition that means they never received the guide or the freebie or the resource to begin with so in that case we just add a tag to make sure that we know that the setter is not that that person actually received the free resource we then have a randomizer here which allows us to give specific lead distribution to our best setters so our best setters will get more of the leads and then our bottom performers will get less of the leads to really make sure that we get the most out of the leads that we have and that we make the most amount of money possible and then the messages are something like this hey first name how's it going i saw that you interested my free guide want me to send it here pay attention how we don't send it in the first message and the reason we don't do that and instead we do a button here that says yes please is because when you have a comment for example when someone comments and if you just send them the resource right away it's not going to open up messaging permissions unless they actually message you so what this button does is it bypasses that where when they click the button it automatically instagram automatically registers that as a message sent by the lead therefore it opens up the messaging permission and then you're going to be able to follow up a million times if you want to which is really the good thing and which is really the reason why we're doing this so we have the button yes please they click the button we have a delay 10 seconds and then we actually send the thing that we promised. And then immediately after that, we ask our first qualification question. This can be the location question. Most of the time, especially if you're selling B2C, it's going to be, hey, what are you currently based out of? Just want to make sure this would even work for you in the first place or just to see if this would even work for you in the first place. Or you might have, for example, if you're selling a fitness offering, maybe like, hey, walk me through what your fitness journey looked like up until this point. So it can really be anything that's relevant to your offer and to your qualification process. The idea with this message here or with this question here is that we want to weed out the unqualified people right away, which is why in this case, we're doing the country qualification because if someone says they're from a third country then setters are just not going to spend their time talking to that person they're just going to focus on the first or country leads or the good country leads based on the specifics offer qualification criteria and that's it this is all the automation does from here on out the dm setter takes over and has the entire conversation a to z we don't do any other thing that's automated in this process this is the only thing that is automated is the lead capture layer now let's jump into the actual dms where i'm going to walk you through the daily workflow of the setter more specifically the first hour and why that is so so so important when a setter starts their work in the morning or whenever they're scheduled to start so as you can see here very simple just like i said in the automation hey how's it going so they interested in my free guide why don't we send it here yes please once they click the thing it registers as a message it opens up messaging permission so we can message the lead we can then continue to follow up and so on and so forth but the first most important thing that a seller needs to do when they log into their inbox and they start their day is they need to go in and they need to clear the inbox so that means messaging every single conversation in here that has a blue dot next to it means it's unread so the lead is pending a response and they need to go in here and they need to clear the entire thing and they go back 24, 48, 72 hours, and we keep them accountable to clearing this thing on a daily basis. That's what we call clearing the inbox. It's the most important thing that a DM setter needs to do when they get started in the inbox on a daily basis. Now, what happens when, as they're clearing the inbox, which is probably going to take, if you have a lot of leads, it's probably going to take realistically one, two, maybe even two and a half hours sometimes if you're dealing with hundreds of leads. What happens when you get a response? What do we prioritize? And my simple rule of thumb that we always teach setters and that I always tell setters is whenever you're clearing the inbox and you have someone that immediately immediately responded to you as you're clearing the inbox or have people that are just constantly getting back to you. You want to pause everything that you're doing and just focus your attention on those leads that respond because you know how the saying goes, you got to strike the iron while it's hot. And that's exactly what we want to do here. We want to have speed to lead. We want to give back to those people as soon as possible because if we don't, then it might be another couple of hours before we can receive a response. And it just makes the process so much more longer when it just doesn't have to be. So this way, they stop everything that they're doing. They focus their attention on whoever it is that responded to their conversation. that conversation and then they carry on with the rest of their workflow which in this case would be clearing out their inboxes now just to show you the rest of the conversation and how it actually works i have an example here pulled up on my screen i'm going to walk you through a conversation top to bottom that resulted in a booked call so it obviously starts with the automation that person comments engages with a post automation kicks in yes please here you go we send a thing where are you based it's a country qualified lead ohio usa in this case and then we just continue the conversation i'm not going to read it out loud for the sake of obviously saving your time in mind for this video however what we do here is we want to give them a little of a breakdown and we want to introduce them to the opportunity this specific line here does youtube automation now what you're going to see throughout the course of this conversation is we don't just use text messages we have a lot of voice notes that we use we have even selfie videos from the creator we have a bunch of different voice notes for a bunch of different circumstances more on that in a separate video the reason we do this is because we've seen across millions of dms that it massively increases compliance it massively increases the response rates in simple terms just makes the lead more likely to continue getting back to you over and over and over again so just to keep scrolling here basically give them a voice note breakdown of the opportunity This is just packed with value. It really goes a little bit more in depth than the surface level content that's being posted out there and explains on a deeper level what the opportunity actually entails. Person's interested, has an objection. We have a specific voice note to handle that. We have another question. We have another specific voice note to handle that. And then from there, we talk about their motivation, what their goals are. We want to make sure that we qualify them on age. This looks like a pretty young guy. So this setter in this case did an incredible job of actually doing their work properly and making sure that person is qualified. Person gets back to us. We continue. We ask the question. again because we didn't get an answer. We ask another qualifying question here, which is what kind of work are you doing right now in Ohio? The guy says that he's 23 years old. He's doing some more consistent pastor, whatever. We continue the conversation. We get a tangible goal. Guy wants to make five to seven grand a month. From there, we obviously have the video that I was telling you about that we use here to not only show the creator's personal results with this specific business opportunity, but also show client results and success stories from other people within the community that have been able to achieve those sorts of goals. And if you're wondering, no, we don't have the... to go in and record this every single time for every single lead. So as you can see, our use of voice notes here compared to text is pretty extensive. And the reason we're doubling down on it so much is just because it works so damn well. And then the person agrees to a co-proposal. And then the setter sends over the calendar link. The guy books in, as you can see here, just so you booked. Never gets back to us after he books in a call. And then obviously the setter goes in because based on his form answers, he said that he's not, or we determined that he's not qualified with only a $500 to $2,000 budget. And he's just very softly in a very soft way for this specific offer. That's how we want to do it. here, double checking finances before letting this person actually occupy a calendar spot on the closest calendar on this specific sales team. So that's it. That's a top to bottom example of a conversation. And the next thing that you got to be really careful with and where most setters really drop the ball is the follow-up system. They're just not following up enough times with their leads. I talk to countless of people and I see countless of different teams and they just do one or two follow-ups. Setters are reporting 30 follow-ups, even five follow-ups, you know, 50 follow-ups in a day. And I'm like, this is an absolute joke. It's like, we have our setters, the three to four even 500 follow-ups and they have a lot of lead flow every single day. Those are individual follow-ups to individual lead. One follow-up to 500 different individual leads. And that's because the standard that we always say with our DM setters is within the first five to seven days of a person no longer getting back to us, we're going to hammer them with a follow-up every single day. So that's... by default for every single lead that goes to us that's five to seven follow-ups that are going to get over a period of five to seven days obviously now from there we don't just stop at that and then for another couple of weeks we do one follow-up every other week then after we've done that three or four times we're just going to move them into a monthly follow-up pipeline where we're just going to follow up once a month for another three to four months that takes our total follow-ups turning between 10 to 15 for every single lead So when I hear setters or business owners saying they don't have enough leads to follow up with, I give them this specific example right here, which is if you have 100 leads come in, you're going to book, let's say, 10 to 15 of those people. That leaves you with about 85, let's say 90 for the sake of easy numbers. 90 people that have not booked in, that have ghosted along the way that you can follow up with. So those 90 people times 10 follow-ups, that's 900 follow-ups that you can do right then and there. And the good thing is majority of those follow-ups, you're going to be able to do them within the first five to seven days because that's where we have the highest cadence of following up. So if your setters aren't constantly... only cranking at least 200 to ideally 3, 4, even 500 follow-ups a day depending on how many leads you have and how stacked your inbox is, and there's a very high likelihood you're leaving money on the table. And the reality is that lead that your setter stopped following up with, they follow another 10, 15, 20, even 30 coaches that do something similar to what you do, and they're going to end up buying from one of them. So you better make sure that it's actually you by having a proper follow-up system in place. So what's the single biggest difference between a setter that books 1 to 2 calls a day and a setter that books 3 to 4 calls a day? The difference is having the right infrastructure. And if you're watching this and you realize your team doesn't have this kind of system in place, that's exactly what we build for businesses just like yours. We recruit, train, manage, and grow your DM setting team completely done for you. If you want to learn more about that, I've put a link in the description where you can book a call with me. Before you even think about that, you need to understand whether your system is actually working or not. So next, I'm going to show you the KPIs that tell you if you're on track. But before we really get into that and I tell you the specific KPIs that your team needs to be hitting, I need to show you the actual numbers that you need to be reporting back to you because those numbers are going to allow you to have in the cloud. on whether the process is actually working or not. So I have a couple of different end-of-day reports here pulled up on my screen just to understand the actual metrics that we track, as well as the numbers that those slitters are hitting consistently on a daily basis. So as you can see here, we track outbound conversations. That allows us to see what the actual outbound response rate is, inbound conversations, follow-up messages, calls proposed, links in, total calls booked, and then last but not least, qualified calls booked. And it doesn't end there because we also have them track what happens on the closers' calendars. So as you can see here, they're reporting to us, set scheduled for the day. So that means how many... of their sets are actually on a closers calendar booked for today how many of those were taken how many of those were closed and then the outcomes of all of the different deals as well as the revenue generated the cash collected and the recurring cash collected for every single one of those days and same thing here you can pause the screen you can look at the numbers that they're hitting you can look at the different metrics that we're tracking you can write those down and the reason we go all the way to tracking what actually happens on the calendars on the closers calendars on a daily basis is because it allows us to track individual performance for those dm setters because i might see dm setter one has a higher show rate and a higher close rate than DM Center 2. And then I want to go in and I want to copy what that person is doing and then deploy it across the rest of the team. And then on the flip side, I might see that person too is severely lagging behind the rest of the team with only a 48% show rate and an 18% close rate, while the rest of the team is performing at a 65% show, 22, 25, 28% close rate. So I want to look into that person's specific process, their call reminders, their wording, the stuff that they're doing in the actual conversation, the people they're speaking with. And when you do that, that allows you to understand what's actually... broken in the process that allows you to go in and immediately fix it. Now, whenever I look at data from DM teams, there are three main KPIs that I always look at and that I always optimize for. So I'm going to break those down here for you. So the first one is our outbound DM response rate. On an average offer with an average brand, so this is not even a good brand, we're going to get a minimum 20% response rate. And when I say outbound, I don't mean cold outbound. What we do is we do warm outbounds to your audience. If you have 100,000 followers, we'd go in and do the message, they would start conversations with those followers. And on those, you'd want to have a minimum. of a 20% response rate. And anything below that is genuinely like horrendous. It's like really bad. Ideally, you should be aiming for like a 30, 35 plus percent here. So that means for every 100 people that you're sending messages, you want at least 20 of those people to get back to you and to have a conversation with you. The second one is our conversation to call proposal ratio, which I want this to be anywhere between 20 to 25%. And I'm going to explain what this is. So from 100 conversations that I get, which can be either outbound responses, right? So people that respond to your warm outbound message that I just mentioned, or it can be inbound conversations, people raising their hands. sending you DM keywords and whatnot, whatever else you post on your stories. Those are conversations. So for every 100 conversations that you have, ideally, you want to propose about 25 calls. And where did I come up with that number? Why is the number so important? Because this is genuinely like one of the biggest things that I'll look at and that we optimize for in a DM process and a DM conversation. So for context, the way we actually got to like the 20, 25%, it's obviously going to vary, but like plus minus a couple of different percentages for every single offer out there. But the way we got to this number is the entire year last year, we run a bunch of different tests across over 3 million messages. And we found that this is the sweet spot. And what we found is anything below a 20 to 25% conversation to co-proposer ratio, you're actually losing leads. You're losing a lot of opportunity. The sellers are not being efficient. They're taking too long in conversations. It's a sloppy process. And on the flip side, going into a 30, 35%, even 40% conversation to co-proposer ratio, ratio, what we saw there was the conversations were rushed. And because the conversations were rushed, technically we were booking more calls. We were artificially increasing the number of calls that we were booking, but our short rate and close rate went down because the process was too rushed. So there was not enough nurturing, not enough report built in the conversation prior to getting them to book a call, which is how we landed on the 20 to 25% as the sweet spot. Again, it's been tested across millions of messages. So you'll have to take my word for it. This is where you want to be. If your team is not here, then you have some work to do. As I said, lower means you're wasting time. Higher means you're rushing. the conversation you're going to see a dip in short rate and close rate most likely now the third kpi here that i always look at is the co-proposal to co-booking ratio and i want this to be at a bare minimum 70 so that means for every 100 calls that i propose i want to book a minimum of 70 qualified sales calls if this is below kpi means either they're talking to the wrong people your booking link is weird they don't have enough availability there can be a lot of different things here i'm not going to get into that in this video those are the three main kpis that i always look at when i want to improve the efficiency of a dm team so as an example based on those kpis What this actually looks like in practice is you're going to have 100 new leads. You're going to propose about 20, even 25 calls. You're going to get about 14 qualified sales calls booked on your closest calendar. And that leaves you with a 14% lead to book call ratio. I have this simple rule of thumb where if you're booking less than 10% of your leads, your process just sucks and it's just not that good. Regardless of what you say, we've done this on offers that are only sending B2B, super sophisticated, super high ticket, 35K packages. We've done this on the average Joe B2C type offers. So you really want to like bare minimum. have a 10% conversation to call booking ratio. If you don't have that, there's probably something broken in your process. And ideally, when you have the right systems in place, then you can push it to 12, 14, even 16, even 18% sometimes when the offer, the brand, the messaging really lands and is really, really good. Now let's walk through how do you actually get to 100 calls a month? So let's reverse engineer the numbers. You want to book 100 calls a month, pretty straightforward. So you want to get 100 qualified calls per month. For you to do that, you have a 70% call proposal to call booking ratio. That means you need to propose about 143 calls. From there, if you're going to have a 20% conversation to co-proposal ratio. That means you're going to need about 715 new conversations, new country qualified conversations. That's something that you do. If you're running ads and all of your leads are like US-based or first word country or whatever, good for you. If you're running more like organic, then you're obviously going to get, you know, every now and then people from third word countries. So you really want to make sure those are like new country qualified conversations specifically, okay? And typically the way I recommend clients divide those new conversations between like actual inbounds, which is marketing effort and then outbounds, which is something that the seller controls because they can just go in and... message your audience especially when you want to get to 100 calls a month you can do a lot of that from outreach to your audience considering you already have a decent size audience when i say decent size like 30 50 100 000 followers like that's probably not for you to get a bare minimum 100 calls a month and if you can't do it then it's something's probably wrong so what i would recommend here is 20 to 30 percent comes from inbound so at most that'll be about 215 inbound dms that are country qualified for you to get 215 inbound dms depending on the country qualification ratio you might need double that amount maybe a little bit more Sometimes you really got to look into that from a marketing standpoint. That's pretty clear. That's pretty easy to do. You do a couple of stories that we can do a couple of posts. You're probably going to get those inbound DMs without really any sort of issues. And then the rest of it is 70, 80% is going to be right outbound responses. So that means you're going to need about 500 outbound responses. And for you to get that at a 20% outbound response ratio, then that means you need to send about 2,500 outbound messages per month. And those are the numbers. This is what needs to happen in your DMs on a monthly basis. And if this is not happening, you have a serious issue. If you're going to take it one step further and figure out how many follow-ups your DM setters need to do, then I have this simple rule of thumb. So I always take the new conversations. I subtract the qualified calls that I need. So 715 minus 100, that's about 600, 615 to be exact, that the DM setters can go in and they can follow up with. So I would just take that. 615. I'll multiply that by seven or eight or nine if you really want to push follow-ups that specific month. And then whatever that number is, that's your monthly follow-up KPI. You divide it across the DM setters. That's it. And the third thing that I want to cover is the team structure that you need to have in your DMs in order to hit 100 goals a month and why a single setter is not going to get you there. And the reason behind that is because you have a single point of failure. What happens when you have just one setter, your entire pipeline is depending on that one setter and that person gets sick, has an emergency, breaks a leg, has an injury, can no longer work for a couple of days, has a bad week, can hit KPIs, even quits and goes on a better offer. It's like, what happens to your pipeline at that point? Well, what happens, you got to spend another two to three weeks sourcing a person, wrapping them up, taking a bet on them, whether they're going to actually work out or not. And that's where you're stuck in a hamster wheel. You just do not have enough manpower on the team. So let's talk about the minimum amount of setters that you need on the team to hit at least 100 book calls a month. Well, the answer to that is two. And what I would do with two setters is I would aim to get 50 calls a month for each of them, reverting to KPIs, just like I showed you. You have your lead flow. You can distribute the lead flow however you want based on their schedules based on their performance. I would initially recommend starting with a free for all lead flow. So winner takes it all. Basically, whoever is the fastest is just going to get to those leads. I'll just start it there, keep it there for a couple of weeks and kind of see how to deal with that and have them compete against each other a little bit. And then it's going to be easy for you to determine who's your winner, who's second best. And then you can just allocate your lead flow based on that. Setter one might get 60%, setter two might get 40% or 70, 30 or 80, 20 or however you want to do it. But on average, I would aim to have at least 50 calls a month each. Obviously, if one setter has more lead flow than the other, then obviously the outcomes or the expectations are going to change. Like for example, 60 calls a month and 40 calls a month or 70 and 30, you get the point. And the reality is when you have a system like this, when you already begin having multiple people in a department, you're going to need someone to be responsible of those people. You can't just let them roam around freely doing their own thing and then reporting when they want. So like you need someone, ideally manager to keep them accountable. This can be yourself. This can be someone from your team. This can be an external manager. So a new hire that you make can really be anything, right? And what that person is going to do is they're going to be responsible for a couple of different things that I've outlined here. So the first thing that are going to be responsible is going to be hiding and replacing setters because you're going to find that you have underperformers, you have people that have emergencies, you have people that take other jobs, and you want that someone on your team that's responsible for recruiting, for having interviews, for onboarding the person, for ramping them up, so you don't have to do it. So you don't have to take away time from the main thing, which is growing the business, in order to do this. Second thing that a manager does is making sure that the setters that he has on the team are hitting KPIs. The third thing that he does is his structure is their work hours based on what I call the golden pines in your DMs. So if you're selling to a primarily US audience, I can guarantee you, I'm a million percent sure it is, the majority of your audience is going to be active early morning Eastern. So before 9am, before they go to work, typically around 6 to like 8am, especially if you're setting to a little bit of an older demographic. And then after people come back from work, it's after 5pm Eastern and going all the way up, it's after 5pm PST. So you really want to establish that evening availability. If you don't have that, you're wasting a lot of leads. You're going to have video speed to lead. It's a no-go. So you want that manager to make sure whatever hours the setters are working, they fit with your golden times of your when the leads are most responsive. Remember what we talked about before, you got to strike the iron while it's hot. So that's why we need this. The fourth thing that the manager is going to be responsible for is speed to lead. So making sure the setters are actually getting back to leads in a timely manner. If a setter is supposed to be active from, for example, 9 a.m. to 9 p.m. Eastern, and it's taking them three hours to hit up a new lead, then we have an issue. We have a problem, and that problem needs to be addressed. That's the manager's job, because the reality is if you're the creator, if you're the owner of the company looking at this video, you're not going to be in your inbox 24-7 or 12 hours a day QC-ing that activity. So that's what we're going to do. need to get a manager in place to make sure that actually happens and leads are actually being attended to in a timely manner now the fifth responsibility here for the manager is going to be coaching and feedback and the way this looks like is on a daily basis they would set aside 30 to 60 minutes they'd hop on what we call a huddle with the dm sellers and they would train them they would look at the conversations that give feedback based on the conversations they would teach them they would teach them new sales concepts and they would just help them elevate their skill set because the reality is you really want to have someone in your dms that can really speak and sound like you you can't just hire a random person pay them an hourly base and just leave it at that and hope that they're going to do well because they're never going to do well you need to treat this with the same level of attention to detail when it comes to hiring and standards that you have with your phone setters with your closers it's exactly why we're able to get the results that we're getting with dm setters because we treat it the exact same way as those other sales functions of the company and then last but not least the sixth responsibility of the manager is going to be accountability so that means did you hit your daily kpi for today did you do all of your follow-ups did you get back to all the leads from the past 24 48 72 hours did you follow the framework properly in the dms or did you implement this new change that we talked about the other day or based on whatever they coached them the previous day, did they implement that feedback in today's conversation? So this is all accountability. Are they doing the inputs that they're supposed to be doing in order for them to get the outputs? And that's why you need a manager. And obviously the more you skill the team, the more complex it's gonna be, the more responsibilities the manager is gonna have, and the more you're actually gonna need a full-time manager to handle all those things for you. So right now there's an audience watching good content, but no one's having conversations with them. And every day you're not running this system, you're just leaving booked calls on the table. So if you want our team to build this entire operation for you, the setters, the management, the KPIs, all the systems, all the infrastructure, everything we talked about and more, then click the first link in the description, book a call with me. We've generated over $50 million from this strategy through DM Setters, so we know a thing or two about what we're doing.

How We Book 100+ Calls Per Month Using An Instagram DM Funnel

Apply to work with me & my team: http://dmsetting.com/apply

In this video, I explain why managing DM setters properly is the difference between a system that prints booked calls and one that quietly fails. I break down the role of a manager and how conversation reviews, coaching, and real sales training help setters improve every day. I also show why treating DM setters like a serious sales function, just like phone setters and closers, is essential if you want consistent results. The video walks through the importance of accountability, daily KPIs, follow ups, and making sure new feedback actually shows up in real conversations. I also talk about how this system becomes more important as your team grows and responsibilities expand. By the end, you will understand how a structured DM sales operation turns your audience into real sales conversations.


Chapters 
0:00 Why Most Audiences Never Turn Into Sales
0:52 The Lead Capture Layer
4:24 Real DM Conversation Examples
8:30 The Follow-Up System
10:47 The KPIs You Need To Track
15:56 Getting To 100 Calls Per Month
18:00 The DM Team Structure

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