Universal Horror Unleashed · Las Vegas

The Sales Operating System

Identify the Opportunity.·Install the System.·Create predictable revenue.

Four parts, one system & a communication framework — built for the Horror Unleashed sales team. Hire right, sell the experience, lead your people, and earn the reply.

Part I

Identify the Opportunity. Install the System.

Use these questions to evaluate and strengthen the Destinations sales operating system.

Every "No" is an opportunity to grow. Tap a check as you go — where you land tells you where to work.

Part II

The Solution

Selling with Awareness — the shift from pitching to understanding.

Most sales methodologies teach people what to say. This one teaches people how to think.

There are three kinds of awareness. Tap each to open it.

🧭
Internal Awareness
Know for Yourself
How clear are you on what's important and why?
Before every call, meeting, or presentation.
Open ▾

Clarity

  • What outcome are they actually trying to create?
  • What would make this conversation worth their time?
  • What do I want to be true when this call ends?

Motive

  • Why does this matter to them — not just to me?
  • Why now? What changed to put it on their list?
  • Why should they believe I can help?

People

  • Who has a say, and what role do they play?
  • Who lives with this problem day to day?
  • Who haven’t I accounted for yet?

Measure

  • How will they know this actually worked?
  • How are they handling it today?
  • What number or outcome are they judged on?

Movement

  • What is the next step I’m asking for?
  • What’s the smallest commitment that moves this forward?
  • What do I owe them when we hang up?
CreatesClarity→Focus→Action
👁️
External Awareness
Read the Room
Who has a say & what role do they play?
What mode are they in & what's their win?
Open ▾
Who has a say?
Decision MakerGuardianUserCoach
What matters most?
MoneyTimeRiskStatus
Then ask

Decision Maker phrasing shown. Tap any question to see how it changes for the Guardian, User & Coach.

Defines the outcome — clarity

GuardianCompliance / Risk
What matters most for this event — budget, rules, headcount?
Ex: Budget per head, minimums, deposits, age & alcohol policy
UserExecution / Experience
What kind of night are you trying to create for the group?
Ex: The vibe, the scares, food & drink, the “wow” moment
CoachInfluencer / Alignment
What would make this a win for the group and the host?
Ex: The buzz, the photos, the story people tell after

Reveals the process — reality

GuardianCompliance / Risk
How do group outings and events get approved today?
Ex: Approvals, headcount, payment terms, waivers
UserExecution / Experience
How do you plan group outings today — in-house or with a venue?
Ex: Who plans it, past outings, headcount, what’s stressful
CoachInfluencer / Alignment
How do outings get decided — who picks the spot?
Ex: How outings get greenlit, who champions the idea

Identifies friction — truth

GuardianCompliance / Risk
Where does it usually go sideways — budget, no-shows, ID/age?
Ex: Over-budget, no-shows, minimums missed, age/ID issues
UserExecution / Experience
Where do bookings get stuck — dates, headcount, approvals?
Ex: Booking hassles, day-of chaos, guest complaints
CoachInfluencer / Alignment
Where do opinions split — vibe, cost, who’s invited?
Ex: Budget scrutiny, “will everyone enjoy it?”, timing

Tests commitment — decision

GuardianCompliance / Risk
If the night ran on-budget and worry-free, what changes?
Ex: On-budget, one point of contact, nothing to worry about
UserExecution / Experience
If we handled the details, what improves for you and your guests?
Ex: No logistics stress, a night guests rave about, more time
CoachInfluencer / Alignment
If the group loved it, what would you want to do next time?
Ex: A repeat event, referrals, a go-to venue for the group
CreatesContext→Understanding→Alignment
🎯
Situational Awareness
Solve for Improvement
Is this account worth pursuing?
The right business fit — and the right time to pursue it.
Open ▾
Right Fit
Are we the right venue for this group?

Capability

  • Is there a real group outing, party, or buyout to book?
  • Can we host the date, headcount, and what they want?
  • Is Horror Unleashed a genuinely great fit for them?

Value

  • Does the group size and spend justify the effort?
  • Could this repeat — annual party, standing group, referrals?
  • What does pursuing this cost us elsewhere?

Position

  • Can I reach the person who books and pays?
  • What’s our edge over the Strip, clubs, or other venues?
  • Is there a champion — a fan or the person planning it?
Readiness
Is now the right time for them?

Motivation

  • What went wrong last outing — cost, hassle, a letdown?
  • What does another so-so night out cost them?
  • Who’s stuck planning it, and how do they feel?

Commitment

  • Is there an events or outing budget — or a path to one?
  • Have they booked a group event or party before?
  • Who signs off — the host, finance, the boss?

Timing

  • What’s driving the timing — birthday, holiday, convention?
  • Is their date a peak night that’s filling up fast?
  • What happens to their date if this slips?
Right Fit+Readiness=Opportunity Qualification
Curiosity + Empathy = Context
How you show up before the conversation earns you the right to ask.
Belief + Trust = Content
What you say only lands when belief and trust are already in the room.
Role + Mindset = Reality
Role = how they see the problem. Mindset = how they feel about the problem.
Part III

The Plan

Create Sales Strategists. A leadership operating system for people, teams, and culture.

Great teams don't happen by chance. They're built through a repeatable system.

Part IV

Gold for Ghosting

Awareness earns the meeting. This earns the reply.

A communication framework for getting a response without chasing people.

A Communication Framework — Gold For Ghosting

Awareness earns the meeting. This earns the reply.

5-Steps to Earning a Response

How to get a response without chasing people.

Tap any step to open the swap — what to stop saying, what to try instead, and why it works.

Select a step above to open it.

The psychology

See it in action
Tap an example to read the full outreach.

A UO Sales Manager reached out to a group after discovering limited information online indicating they were planning a trip to Orlando.

Good Afternoon,

Thank you for choosing Orlando & allowing the City to assist you in hosting The 2026 National Championships! (This is a mutually agreeable fact) On behalf of our Gold Key partnership with the Orange County Convention Center, your group qualifies for discounts up to 40% off Universal Orlando tickets. (Provides unique offer while acknowledging their choice & giving UO credibility)

Would you be against hosting a link for your Teams, Athletes, Coaches & Parents to save on their tickets? (Get your Yes with their No) We also have programs for you to resell them the tickets & raise money for your organization while still offering a substantial savings to the attendees. (Allow two choices, no more. Always two never three.)

If there were a way to provide your group with either one or the above options, what would be the best number to reach you at? (This is an easy to answer question)

Much appreciation,
Name
Title & UO signature line

OutcomeConference Planner called my Sales Manager back that evening on their way home.

A recent graduate from Embry-Riddle’s Engineering program was struggling to get responses to his job applications and resumes. After repeated silence, the outreach was going nowhere — so he changed the approach.

Afternoon Clay, (Email contact at Northrop Grumman he found online)

Congratulations on the launch of Lumberjack! (A mutually agreeable fact) As a recent Engineering graduate from Embry-Riddle Aeronautical University and having heard about its development just over a year ago, I can only imagine how rewarding this milestone must be for you and the team. (Sharing himself as the unique offer & appreciation of someone else’s accomplishment is always adding value)

Would you be against a quick call to share 3 or 4 key decisions that helped shape your career path? (Gets a Yes with their No) Alternatively, I’d be happy to stop by next time I’m in the area to drop off my resume in person. (Allow two choices, no more. Always two never three.)

What would work best for you? (An easy to answer question)

Much appreciation,
Jeremy Jackson

OutcomeContact responded next day, looking forward to connecting with JJ.

A Sales Manager at Medicus Healthcare Solutions received a list of contacts from a colleague who had recently attended a healthcare conference. Using the five-step format, he successfully engaged several of those prospects.

Good Morning Todd,

We both value clinical excellence and sustainable staffing models. (A mutually agreeable fact) As you spoke with Garrett Williams at a recent conference, I understand he discussed our Transition and how it works as a bridge when insourcing a service line or switching between groups. (The unique offer — delivered as information, not a pitch)

If there were a way we could enable Peace of Health Medical Center to make the move to an employed model, ensure full schedule coverage in the process, and improve read turnaround times — would you be against meeting with my VP and I on 11/17? (Got his Yes with a No — and opened with “If there were a way…” not “If I had a way…” which would have subconsciously implied Brian knew more than the prospect)

We will be visiting Peace of Health St. Johns from 11 – 1:30pm on 11/17 to discuss our program for multiple service lines there.

Shortly after we meet to better understand your specific needs, we could move forward with a detailed clinical discussion to assess how our solution would look in execution.

Would a meeting on 11/17, sometime between 3pm – 5pm or a dinner that evening work better for you? (Allow two choices, no more. Always two never three — and easy to answer.)

Much appreciation,
Brian

OutcomeContact responded & Brian began “Problem Solving,” going one for one out of the gate in his email follow-up that day.
Simple Swaps

Change the word. Change the answer.

Same question. Different door. Tap any swap to open it.

Select a swap above to open it.
✕ Instead of
“Why are you using that travel company?”
✓ Try
“What led you to that travel company?”
“What went into planning it that way?”
Why it works
“Why” asks people to defend a decision. “What” asks them to describe one. Same information — without the wall going up.
✕ Instead of
“Tell me about your group’s travel plans.”
✓ Try
“Help me understand what your group is hoping for.”
“Help me get up to speed on how your group likes to travel.”
Why it works
“Tell me” is a command — it puts you above them. “Help me” makes them the expert and you the student. People are wired to help.
✕ Instead of
“Why do you say that?”
✓ Try
“What makes you say that?”
Why it works
You get the story behind the statement instead of a defense of it. Use it any time they say something you don’t understand yet — it never sounds like a challenge.
✕ Instead of
“Why did you book with them instead of us?”
✓ Try
“Help me understand — what made that the better fit vs. this?”
Why it works
Asks about the choice, not the person. You learn the actual criteria they book on — exactly what you need to shape the right trip.
You’re not softening the question. You’re removing the reason to guard the answer.
Great teams are built, not hired. Reach Out. I Can Help. →