Objections aren’t rejection—they’re hesitation. And handling them well might be the single biggest lever for increasing your close rate. In this episode of 10-Minute Masterclass, Trey Sheneman breaks down the four most common objections that stall deals—and the exact way to handle each one with empathy, clarity, and confidence. If you're in sales, marketing, or just trying to grow your business, this episode is pure gold.

Key Takeaways:
Objections often mean interest—they're just questions you haven't answered yet.

Every great closer knows how to turn friction into conversion.

The four most common objections:
- Price – Reframe the value. Ask “Compared to what?” and follow up with ROI stories.
- Timing – Acknowledge, then ask “What changes between now and then?” Prove urgency.
- Trust – Don’t push. Prove. Share testimonials or guarantees, then ask what still feels risky.
- Approval – Help them champion your offer. Provide assets, offer second calls, and prep for decision-makers.
- All objections can be handled using this format: Empathize → Reframe → Reinforce.

Timestamped Highlights
[00:00] – Objections aren’t rejection—they’re doorways to the deal.
[01:00] – Sales driver focus: Nos are common, but scale depends on handling them.
[02:00] – Objections = unanswered questions in the sales process.
[03:00] – Objection #1: Price – Ask “Compared to what?” and reframe with proof.
[05:00] – Objection #2: Timing – “What changes between now and then?” Create urgency.
[06:30] – Objection #3: Trust – Send proof, then ask what still feels unclear or risky.
[08:00] – Objection #4: Approval – Empower champions with assets and schedule next steps.
[09:00] – The objection playbook: Empathize → Reframe → Reinforce.
[10:00] – Final challenge: Track your objections this week. What buckets do they fall in?

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

If your growth marketing isn’t working, the problem might not be strategy—it might be structure. In this episode of 10-Minute Masterclass, Trey Sheneman walks through the "Personnel" layer of the COMPASS Method and breaks down why most businesses are built upside-down when it comes to marketing teams. Learn how to split your brand and growth functions so each can thrive, and discover why momentum comes from the right balance of magnet and engine.

Key Takeaways

Growth marketing fails when the wrong people—or the wrong setup—are in place.

Most early-stage businesses rely on one marketer or one agency to do everything. It doesn’t work.

Effective growth marketing has two roles:
- The Magnet (Brand) – Pulls in attention and trust. Driven by content strategy.
- The Engine (Growth) – Converts interest into revenue. Driven by paid media and CRO.
- These two roles require different skill sets, tools, and KPIs.
- One person doing both will burn out—or worse, underperform silently.

Timestamped Highlights
[00:00] – Growth marketing without the right personnel becomes expensive and ineffective.
[01:00] – Welcome + sponsor shoutout: LiveWell Vacation Club.
[02:00] – The two common mistakes early-stage businesses make.
[03:00] – Why most marketers and agencies aren’t built to do everything.
[04:00] – Great marketing = Magnet (brand) + Engine (revenue).
[05:00] – Brand team: Building trust and demand with long-term content plays.
[06:00] – What metrics matter for a Magnet team? Think followers, sentiment, engagement.
[07:00] – Growth team: Driving conversion and sales through funnels, ads, and CRO.
[08:30] – Metrics for the Engine: ROAS, funnel conversion rate, revenue lift.
[09:00] – The fix: split the roles, assign clear KPIs, and build momentum from both sides.
[10:00] – Final challenge: Can you separate brand and growth functions in your org?

Sponsor: Live Well Vacation Club LiveWellMembership.com 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Want to grow faster than 99% of the people you meet? Learn from everyone. In this episode of 10-Minute Masterclass, Trey Sheneman shares a game-changing mindset he picked up while working with leadership coach Brendon Burchard: be a "maverick with mentors." Trey breaks down how adopting a posture of humble curiosity and intentional generosity accelerates your growth, expands your influence, and keeps you grounded in any leadership season.

Key Takeaways

Most people chase the perfect mentor—instead, become someone who learns from everyone.

Trey’s leadership framework: Mavericks with Mentors.
- Humble Curiosity – Ask more questions than you give answers.
- Intentional Generosity – Mentor others, share what you’ve learned.

Three ways to apply this mindset:
- Value curiosity over certainty—junior team members have powerful insights.
- Turn your ego off and your ears on—growth starts with listening.
- Give to grow—teach what you’ve learned to reinforce your own mastery.
- The three types of mentorship: direct, indirect, and situational.

Timestamped Highlights
[00:00] – Growth accelerates when you learn from everyone.
[01:00] – Sponsor shoutout: LiveWell Vacation Club.
[02:30] – Trey’s time at GrowthDay with Brendon Burchard.
[03:00] – “Mavericks with Mentors”—Brendon’s phrase that shaped Trey’s leadership.
[04:30] – Humble curiosity: You can learn from anyone.
[05:30] – Intentional generosity: Mentor anyone, anywhere.
[06:00] – Curiosity over certainty: Junior team members have wisdom too.
[07:30] – Ego off, ears on: Why confident leaders level up faster.
[08:30] – Mentor maps, and how to keep growing across life domains.
[09:15] – The power of teaching and creating legacy.
[10:00] – Final challenge: Learn from everyone. Teach what you know.

Sponsor: Live Well Vacation Club LiveWellMembership.com 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

If your team doesn’t know what winning looks like, they’ll aim for staying busy. In this episode of 10-Minute Masterclass, Trey Sheneman unpacks how to build a simple but powerful scorecard that keeps your team focused, aligned, and accountable. Learn the five components of a growth-driven scorecard and the weekly rhythm to keep your business executing, not just planning.

Key Takeaways
- Vision is exciting, but execution pays the bills—scorecards drive execution.
- The moment your team starts measuring, growth becomes predictable.

5 components of a powerful scorecard:
- Lagging Metrics – What already happened (revenue, churn, customer count).
- Leading Metrics – What’s coming up (pipeline, demos, calendar).
- Ownership – One person per metric—no shared responsibility.
- Traffic Lights – Color-coded status (green = on track, yellow = needs attention, red = off track).
- Visibility – Ask: what’s on track, what’s off, and what’s the plan? Avoid these 3 mistakes: too many metrics, no context, and no action plan.

Timestamped Highlights
[00:00] – Busy teams aren’t always winning—scorecards fix that.
[01:00] – LiveWell Vacation Club sponsor shoutout.
[02:30] – Goals are great, but tracking them is where growth happens.
[03:30] – Lagging Metrics: Rear-view insight on what’s already happened.
[04:15] – Leading Metrics: Forecasting what’s ahead.
[05:30] – Ownership: Assign one owner per metric. No exceptions.
[06:30] – Traffic Light Status: Use color to track the health of your KPIs.
[07:30] – Weekly Reviews: Quick, focused meetings to fix what’s off.
[08:00] – Mistake #1: Tracking too many things. Keep it simple.
[08:30] – Mistake #2: Metrics without context. Down from what? Why?
[09:00] – Mistake #3: No action plan. Always show up with a next step.
[10:00] – Final thought: If you can’t see it, you can’t scale it.

Sponsor: Live Well Vacation Club LiveWellMembership.com 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Cold DMs are dead—and your calendar won't fill itself. In this episode of 10-Minute Masterclass, Trey Sheneman breaks down five creative and high-converting appointment-setting strategies that actually work. Whether you're a solo founder or sales pro filling your own pipeline, these techniques help you stand out and start more conversations that convert.

Key Takeaways
- Booking sales calls doesn’t come from aggression—it comes from alignment.
- Cold messages need personalization, creativity, and real value to stand out.

Resources Mentioned
Want to personalize outreach without being annoying? Below are the five appointment-setting frameworks Trey walks through in this episode — each one is designed to align value with attention (instead of pushing your offer too hard):

1. Want One?
Share a teardown, case study, or before/after carousel.
Prompt: “Want one? DM me the word ‘audit.’”

2. The Loom Bomb
Record a 30–45 sec video using Loom showing their website/ad and dropping 1 useful idea.
Prompt: “If that was helpful, I’ve got 3 more. Want to brainstorm?”

3. Comment Ladder DM
Post spicy content. DM people who engage with:
“Saw your comment — mind if I share a quick idea I didn’t want to post publicly?”

4. Assessment/Scorecard Funnel
Build a quiz or scorecard using tools like:
- ScoreApp
- Bucket.io
Offer it free. Then: “Want help reviewing your results?”

5. Referral Chain
End every call with:
“Do you know 2 people who’d get value from this?”
Book a meeting from a meeting. Bonus if you incentivize it.

Timestamped Highlights
[00:00] – Cold DMs are dead—creative outreach wins now.
[01:00] – Quick sponsor shoutout: Live Well Vacation Club.
[02:30] – Who this episode is for: appointment-based, presentation-driven sellers.
[04:00] – Big idea: Booking comes from alignment, not aggression.
[05:00] – Play #1: Want One – Reverse outreach with relevant assets.
[06:00] – Play #2: Loom Bomb – Show value, then offer a brainstorming call.
[07:00] – Play #3: Comment Ladder – DM based on public post engagement.
[08:00] – Play #4: Assessment Tool – Provide insights before the ask.
[09:00] – Play #5: Referral Chain – Use meetings to open more doors.
[09:45] – Bonus: Make every message personal, clear, and curiosity-driven.
[10:00] – Final challenge: Pick one play, run it for 7 days, and watch what happens.

Sponsor: Live Well Vacation Club LiveWellMembership.com 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

If your message sounds like everyone else in your industry, congratulations, you’re invisible. In this episode of 10-Minute Masterclass, Trey Sheneman shows you how to clarify your messaging so it converts. Learn the five Cs of messaging that will help your brand stand out, build trust, and drive more action from the moment someone lands on your website.

Key Takeaways
- Clear messaging beats clever—confused customers don’t convert.
- Messaging is your first conversion layer, before pricing or funnels.
- Your messaging should answer two questions: Why should I care? Why should I act now?

The 5 Cs of messaging:
- Clear – Speak simply, with benefit-driven language.
- Customer-Centric – Say "you," not "we." Focus on their problem.
- Credible – Let social proof and testimonials do the talking.
- Compelling – Use stories and emotion to hook people.
- Consistent – Align your messaging across all platforms.

Timestamped Highlights

[00:00] – If you sound like everyone else, you’re invisible.

[01:00] – Introducing our sponsor: Live Well Vacation Club.

[03:00] – Messaging is your first conversion layer—don’t ignore it.

[04:00] – The cost of confusion: why unclear messaging kills sales.

[05:00] – Clear: Is your headline simple enough for a 7th grader?

[06:00] – Customer-Centric: Count your "we’s" vs. your "you’s."

[07:00] – Credible: Use social proof, case studies, and third-party validation.

[08:00] – Compelling: Why emotion and storytelling drive conversions.

[09:00] – Consistent: Misaligned messaging creates friction and kills trust.

[09:30] – Trey’s 3 quick wins to clarify your message this week.

Sponsor: Live Well Vacation Club LiveWellMembership.com 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Great leadership isn’t built on titles, it’s built on trust. In this episode of 10-Minute Masterclass, Trey Sheneman shares the most impactful leadership lesson he learned while working under Dave Ramsey at Ramsey Solutions. Trey breaks down how trust is the true accelerator of business growth and walks through a five-part framework to help you become a more trustworthy, effective leader.

Key Takeaways
Business moves at the speed of trust, without it, everything slows down.
Authenticity is non-negotiable for leadership that lasts.

Trey’s TRUST framework for leadership:
- Transparent – No hidden agendas. Communicate openly and often.
- Relatable – People follow people, not titles. Build real relationships.
- Unwavering – Be bold and consistent, especially under pressure.
- Skillful – Lead with competence, not just vision.
- Tactful – Deliver feedback with kindness and clarity. Praise publicly, correct privately.

Timestamped Highlights
[00:00] – Great leadership is built on trust, not titles.
[01:00] – Inside the Core Four Drivers of Growth: Today’s focus is leadership.
[02:15] – The truth about Dave Ramsey’s leadership style and authenticity.
[03:00] – The game-changing leadership lesson: Business moves at the speed of trust.
[04:00] – TRUST breakdown begins: The 5 pillars of trusted leadership.
[05:30] – Transparent: Over-communicate the wins, losses, and vision.
[06:30] – Relatable: Lead by walking around and owning your failures.
[07:30] – Unwavering: Bold decision-making and consistency through chaos.
[08:15] – Skillful: Keep your edge, competence creates confidence.
[09:00] – Tactful: Be direct without damaging morale. Praise publicly, correct privately.
[10:00] – Weekly challenge: Which part of TRUST do you need to strengthen?

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

AI isn't here to replace business leaders...it's here to make them better. In this episode of 10-Minute Masterclass, Trey Sheneman dives into how founders and operators can integrate AI into their operations to improve efficiency, speed up decision-making, and unlock growth. Whether you're new to AI or already experimenting, this episode will help you level up how you lead and operate.

Key Takeaways
- AI can be your strategic copilot—not just a tool for automation.
- Three categories of AI for operations: Predictive, Analysis, and Automation.
- Use predictive AI to spot patterns, uncover insights, and make faster decisions.
- Use analysis AI to filter noise, clarify signals, and refine strategy.
- Use automation AI to delegate repetitive tasks and improve efficiency.
- Don’t just collect data—use AI to extract insights and drive action.

Timestamped Highlights
[00:00] – AI isn’t here to replace you but to enhance your leadership.
[01:15] – The Core Four Drivers framework and why today is all about operations.
[02:00] – Why AI is more than automation—it’s a decision-making tool.
[03:30] – Predictive AI: Using tools to surface patterns and implications faster.
[05:00] – Real-world example: Amazon’s AI use in shipping and logistics.
[06:00] – Analysis AI: AI as a signal tuner for your business.
[07:00] – Tools like Crayon, SEMrush, and advanced SEO AI stacks.
[08:00] – Automation AI: Where to delegate repeatable tasks to AI systems.
[09:00] – Copywriting, customer support, and chatbot use cases.
[10:00] – Final thoughts: Pick one area to start using AI and commit to action.

Mentioned Tools & Resources
Want to explore the tools Trey mentioned in this episode? Here are the ones he’s using inside Herald to supercharge operations:
- Crayon – Competitive intelligence to track your market without the noise (https://www.crayon.co)
- SEMrush – AI-powered SEO research and keyword analysis (https://www.semrush.com)
- Drift – Conversational AI for sales and customer support (https://www.salesloft.com/platform/drift)
- Intercom – AI-enhanced customer support tools and chatbots (https://www.intercom.com)
- Jasper – AI copywriting platform for blogs, emails, and landing pages (https://www.jasper.ai)
- Copy.ai – Write product descriptions, emails, and marketing copy faster (https://www.copy.ai)
- Claude – A powerful AI assistant for research, writing, and thinking (https://claude.ai/) 

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Persuasion isn’t about pressure—it’s about serving. In this episode of 10-Minute Masterclass, Trey Sheneman unpacks the three sales techniques that top-performing teams use to pull people in, not push them over the edge. Drawing on insights from his time with brands like Dave Ramsey’s, Trey explains how authority, contrast, and commitment form the foundation of a high-converting, service-first sales approach.

Key Takeaways
- The best salespeople don’t convince—they help people conclude on their own.
- Authority means showing up as a teacher, not just an expert.
- Contrast creates clarity—good, better, best models help prospects choose.
- Micro-commitments (trials, quizzes, assessments) build momentum toward purchase.
- Emotion drives decisions—logic justifies them. Start with empathy.

Timestamped Highlights
[00:00] – Persuasion isn’t about pressure—it’s about pulling people in.
[01:00] – A service-first sales mindset: what Trey learned from Dave Ramsey’s team.
[02:30] – Why logic justifies, but emotion drives purchases.
[03:45] – Authority: Experts talk, but authorities teach.
[05:00] – Build trust with content and social proof.
[06:00] – Contrast: How pricing and product tiers increase conversions.
[07:30] – Why offering multiple options is more effective than yes/no selling.
[08:00] – Commitment: Pre-sell through micro steps and progressive engagement.
[09:15] – Recap: Authority, contrast, and commitment = persuasive selling

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/ 
Trey’s Instagram: https://www.instagram.com/trey_sheneman 
Herald’s Instagram: https://www.instagram.com/herald_co 

Great marketing doesn’t start with ads—it starts with an offer that’s too good to ignore. In this episode of 10-Minute Masterclass, Trey Sheneman dives deep into offer mapping, one of the most crucial parts of the COMPASS Method. Learn the five components of an ironclad offer and how to craft one that drives conversions and stands out in a crowded market.

Found value in this show? Don't forget to leave a review.

Key Takeaways
- An ironclad offer is the foundation of effective marketing.
- Five core components: Promise, Guarantee, Stacked Value, Differentiation, and Call to Action.
- A compelling promise should speak directly to the customer’s desired outcome.
- Irresistible guarantees reduce risk and build trust.
- Stacked value makes your offer a no-brainer—think bonuses, not discounts.
- Clear differentiation helps you own your lane in the market.
- Scarcity and urgency amplify the impact of your CTA.

Timestamped Highlights
[00:00] – Great marketing starts with an irresistible offer, not ads.
[01:00] – Why every growth problem maps back to one of the Core Four Drivers.
[02:15] – Why business owners overestimate their offers—and how to fix it.
[03:00] – The five-part framework for crafting an ironclad offer.
[04:00] – Domino’s “hot and fresh in 30 minutes” promise and what you can learn.
[05:15] – Irresistible guarantees that crush buyer hesitation.
[06:30] – How Zappos, Costco, and home service brands reverse risk.
[07:15] – The power of stacked value: bonuses vs. discounts.
[08:00] – Clear differentiation: why owning a lane matters.
[08:45] – Compelling calls to action that drive urgency and action.
[09:30] – Audit your offer using this 5-part checklist.

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald –  https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗 https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗 https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/

Trey’s Instagram: https://www.instagram.com/trey_sheneman

Herald’s Instagram: https://www.instagram.com/herald_co