Diagnose one constraint, prescribe the relevant engine first, and present the offer only after ten contracts is operationally credible.
Fill these eight before you pitch
1 · Average signed ticketprevious quarter
2 · Source mixwhere every lead came from
3 · Funnelleads → contacted → booked → inspected → quoted → signed
4 · Speed to leadowner + average response time
5 · Follow-upattempt count + channels + duration
6 · DataCRM, dashboard, attribution, review rhythm
7 · Capacityinspections + fulfillment + cash
8 · Decisionwho signs + why now
1 · Open and frame
“First, I’ll understand the business and walk the funnel from leads to signed contracts. Then I’ll tell you where I think the primary constraint is. If I believe we can solve it, I’ll show you exactly how, what the numbers require, and what it costs. If not, I’ll tell you. Sound fair?”
Opening diagnostic
“You said you could handle ten more signed jobs in six weeks. What made you say yes—what’s actually happening with new work right now?”
2–3 · Economics and funnel
“What was the average signed contract over the previous quarter?”
“Last month, how many leads came in? How many did you contact, book, inspect, quote, and turn into signed contracts?”
“Where did they come from? What did each source cost? Which sources created signed work?”
Compliment two real KPIs before naming the leak. Never compare them with an invented benchmark.
4–5 · Response and revenue intelligence
“Who owns the first callback? How quickly does it usually happen? Can you guarantee one minute today?”
“How many follow-up attempts happen, across which channels, and for how long?”
“Can you see lead source → conversation → inspection → quote → signed contract in one place? Who reviews it and how often?”
“Bad leads” may mean contactability or eligibility. Ask which before prescribing.
6 · Production-capacity gate
“If we added ten signed jobs in six weeks, could you inspect and fulfill them without hurting the customer experience?”
Verify estimator availability, crew capacity, scheduling, working capital, job mix, and reporting. If capacity fails: narrow job type/territory, throttle demand, fix capacity first, or stop. No improvised downsell.
7 · Diagnose one primary constraint
| Predictability | Lead flow is inconsistent or insufficient. |
| Quality / contactability | Leads do not answer or fail eligibility. |
| Conversion | Inspections and quotes occur; contracts do not. |
| Capacity | The business cannot support ten more jobs—stop or filter. |
“So the primary constraint is {constraint}, it is costing roughly {their number}, and fixing it would move you toward {their future}. Did I get that right?”
8 · Fishing versus farming
“Most contractor marketing is fishing. Everybody waits in the same pond for homeowners already requesting quotes, so the conversation turns into price. We farm demand: symptom-based content reaches homeowners earlier, one question starts the conversation, and the inspection, quote, and signed-contract data improve the next cycle. Lead vendors sell you fish. We build the farm under your brand.”
8 · Three-engine prescription
| Demand Generation | Creates conversations from latent demand before quote-shopping. |
| Conversation Conversion | Responds, follows up, qualifies, and requests the inspection. |
| Revenue Intelligence | Connects source, inspection, quote, signed contract, and signed value. |
“This isn’t another source of leads. It is one owned Demand-to-Contract Engine.”
8 · Work backward from ten
“At your average signed ticket of {X}, ten contracts represent roughly {Y} in signed work. Based on your actual funnel, that requires about {quotes} quotes, {inspections} completed inspections, and {leads} opportunities.”
“Does that feel operationally realistic based on your team and market?”
Contract count is the performance target. Signed value stays visible so ten tiny jobs cannot hide the economics.
9 · Exact offer
“The target is ten eligible signed customer contracts within six weeks after launch. The total service fee is $8,000: $3,000 to build and launch the Demand-to-Contract Engine, then $5,000 after contract #10 is recorded. Advertising spend is separate.”
“The six weeks start at launch. The agreement defines eligible territory, job types, attribution, reporting, media budget, inspection availability, and each side’s responsibilities.”
Do not add a refund, included ad spend, ownership, launch deadline, exclusivity, or ongoing terms unless the agreement contains them.
Objections — isolate before answering
| “$8,000 is a lot.” | “It may be. Which concern is real—the $3K start, confidence in ten contracts, or the economics at your actual job mix?” |
| “I’ve been burned.” | “The fear isn’t spending $3K; it’s spending it and staying blind. We connect the funnel, show every stage, and don’t earn the final $5K until contract ten.” |
| “How do I know it works?” | Judge the personalized demo, their funnel math, tracking, written terms, and real contractor proof. Ask which proof is missing. |
| “Another company charges per sale.” | Compare what is included and what remains in place. Concede if the other model is genuinely better for a small test. |
| “Let me think.” | “What specifically—the $3K start, confidence in ten contracts, timing, another decision-maker, or another option?” |
| “What if we only hit eight?” | “If contract #10 is not reached under the agreed conditions, the remaining $5K is not earned. The initial $3K covers build and launch.” |
| “Your ad said $0 down.” | “We don’t offer $0 down under the current terms. It is $3K to build and launch; the final $5K is earned after contract #10.” |
| “What happens after six weeks?” | The current offer covers build, launch, and the six-week window. Do not invent ongoing terms. |
Close
“Based on the numbers and everything we resolved, do you feel comfortable getting the build started today?”
Send agreement and invoice while together. Confirm the written terms match the call. Once payment opens, stop pitching.
If not today: “What information will you review, who is involved, and when can we make a clean yes-or-no decision?”
Non-negotiable rules
• Diagnose one constraint; do not dump every feature.
• Compliment what already works.
• Use their actual funnel and economics.
• Capacity before commitment.
• Demo proves mechanism, not the ten-contract result.
• The initial $3K is not represented as refundable.
• Advertising spend is separate.
• Four endings: yes, no, dated decision, or disqualified.