All the actual words, in one page, on your phone. Built 21 Aug 2026. Nothing here is a link to somewhere else — the scripts are printed in full.
Three rungs. Always start at rung 1. Never skip a rung to get to the bottom one.
| Niche | 10 appts | + setup | Rung 2 | Rung 3 |
|---|---|---|---|---|
| Concrete leveling | $500 | $1,000 | $1,500 | $500 |
| Concrete flatwork | $750 | $1,000 | $1,750 | $750 |
| Waterproofing / crawl space | $1,000 | $1,000 | $2,000 | $1,000 |
| Foundation repair | $1,250 | $1,000 | $2,250 | $1,250 |
The guarantee. Rung 1: nothing to refund — they only ever pay 10% of jobs that close. Rungs 2 and 3: short of ten appointments, offer replacements first; if they decline replacements, refund in full. Never conditional, never partial.
Still open — do not guess on a live call. Where the $15,000 flagship ($100,000 closed in 6 weeks, advertising included) and the 50-appointment program sit next to the two rungs. Whether the close call should anchor $100,000 first or open with the ten-closed-jobs ask. What is owed if 6 weeks ends short of ten. Whether anything is invoiced beyond the 10%. The $50,000 right-sized version has no price set — never quote one.
Any script quoting these numbers carries a dead price. The words are still good — that is why they are printed in full below — but the money is wrong.
Retired: $8,000 · $3,000 + $5,000 · $6,000 · $5,500 paid-in-full · three payments of $2,000 · $1,270 / $1,900 / $2,350 · $2,350 / $6,000 / $8,250 (50-appointment prices) · $9,000 PIF · $975/week · $1 start · $0 down · the 3-day free trial · the retired three-month timeframe · the retired brand name · “half of it is your ad budget” · pay-per-inspection · the six-rung money ladder.
Legend. offer-current the money in this script matches the 21 Aug ruling stale price good words, dead numbers — read the craft, swap the offer.
Red-bar indented blocks are the words you say. Grey text around them is instruction. Grey monospace at the bottom of each script is where it came from.
The seven-call taxonomy predates this. The July-18 audit assumed inbound-only and did not have a cold call in it. St. Pierre is outbound-led now, so the cold call is call type 0 and it is where most conversations actually start.
Before the block: today's proof card is verified — market, window, qualified count, trial-ready count, conflicts. No card, no inventory claim. Every disposition logged carries the branch tag used (A/B/C).
“Hey {first} — Alex with St. Pierre. I know I'm interrupting. Thirty seconds on why I called, then you tell me if it's relevant?”
Branch A — trial-ready inventory exists:
“I'm running homeowner acquisition for concrete leveling in {market}. In the last {window}, we had {qualifiedCount} qualified conversations around {projectTypes}. I have {trialReadyCount} that passed the phone, ZIP, project, and transfer checks and haven't been assigned to another contractor.”
Branch B — proof/demo-safe only:
“I'm running homeowner acquisition for concrete leveling in {market}. In the last {window}, we had {qualifiedCount} qualified conversations around {projectTypes}. I'm still clearing the transfer permissions, so I'm not calling to hand you a name today. I want to show you the demand and see whether your crew is the right fit when it clears.”
Branch C — demand, no transferable inventory:
“I'm testing a concrete-leveling market page in {market}. It has produced {qualifiedCount} qualified homeowner conversations in {window}, but none are cleared for contractor handoff yet. I'm looking for the local operator first so the next qualified homeowner has somewhere responsible to go.”
“Do you have room for more {specificProjectType} work in {market} right now, or are the crews already full?”
If full: “Would better-fit or higher-margin projects help, or should I close this out?”
“How do {projectType} jobs come in for you right now — referrals, Google, a lead service?”
“And that's not filling the crews the way you want?”
Their answer is the failed alternative. The demo and the pitch repeat it in their words. No more discovery than this on a cold call.
“If I sent one over, who would call it — and could they make the first attempt within five minutes?”
“Do you cover {ZIP / service area} and actually want {project description} jobs?”
“Before I send anything personal, I'd rather show you where it came from and the redacted homeowner conversation so you can judge it yourself. It takes about ten minutes. I have {optionA} or {optionB} — which works?”
Immediate-proof variant: “I can text the redacted screenshot and the market page now, then call you at {specificTime}. Okay to send it to this number?”
Two real times inside 48 hours → timezone → email + mobile → owner and any other decision-maker added → event created while connected → invite confirmed received. Then, still on the phone:
1. “What ZIPs or towns do you actually want work in?”
2. “What job types and ticket sizes do you want more of — and what do you not want?”
3. “What should I look at before we talk — your site, your Google profile?”
“I'll build the ten minutes around that.”
| When | Text |
|---|---|
| Booking call ends | “Locked for {day} {time}. Invite coming now — reply here if anything changes. I'll have the {market} numbers pulled for you.” |
| 24h before | “{first} — still set for tomorrow {time}. I've got the {market} homeowner activity ready. Anything specific you want me to pull?” |
| ~1h before | “See you at {time}. Link: {meetingLink}.” |
3+ days out (avoid): one mid-gap touch = the matched proof asset, never a bare “still on?”
“You've seen the source, the conversation, and the delivery path. So here it is: ten closed jobs in the next 6 weeks, guaranteed, and you pay 10% of the jobs that actually close. If I send that demand your way, will your team call within five minutes and report what happened on each one?”
“If I cleared three leads that matched those rules, how many estimates would your team expect to win?”
If they will not take it, step down to the prepaid ten-appointment trial, then to setup-waived. Never skip a rung. Log the number they give — it sizes delivery and gets re-read at the paid review.
/Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/outbound-script-pack-2026-08-20.md §1.1–1.13 · updated 21 Aug night, offer-ladder ruling
The central sales idea. Do not ask a contractor to believe a marketing promise. Show that homeowners in their niche and market are already raising their hands. Let them inspect the source. Give a controlled sample only when the transfer gates pass. Then sell the system that creates that demand repeatedly.
The call spine: identity → permission → live demand → capacity → redacted proof → demo → pitch → trial agreement → paid review. The prospect moves only as far as the conversation earns.
The first call has five jobs: reach the decision-maker; establish the demand is real without exposing homeowner data; confirm project, ZIP, capacity and response fit; earn a short demonstration; get permission for the next channel and a specific next action. The first call does not close the paid engagement.
MARKET · NICHE / PROJECT TYPES · WINDOW · HOMEOWNER CONVERSATIONS · QUALIFIED RECORDS · DEMO-SAFE RECORDS · TRIAL-READY RECORDS · OLDEST / NEWEST · ZIPS REPRESENTED · EXCLUSIVITY STATE · CURRENT CONTRACTOR CONFLICTS · BEST REDACTED CONVERSATION · NEXT INVENTORY REFRESH · VERIFIED BY / TIME.
“We build and operate the market-specific demand system: the page, homeowner acquisition, conversation handling, qualification, lead delivery, and performance tracking. We work toward one accountable contractor relationship per approved market instead of reselling the same lead around.”
“The ask is the same for everyone: ten closed jobs in the next 6 weeks, guaranteed. You pay 10% of the jobs that actually close — nothing before that.”
“If that's not how you want it, we do it the other way round: ten real appointments on your calendar, prepaid, guaranteed inside seven days. Same 10% — you're paying it up front instead of out of closed work.”
Say why the guarantee shrinks, out loud: we can promise closed jobs while we are paid only out of closed jobs; once they prepay, we promise the appointments we control, not their close rate.
Positive cold-email reply:
“{first}, Alex at St. Pierre, following up on the note you answered about {projectType} in {market}. You said {truthfulReplySummary}. That's why I'm calling. Did I catch you with two minutes?”
If the old email claimed pay-per-lead, commission-only, or inventory that was not available:
“Before we go further, I need to clean up the email. {exactCorrection}. I don't want to turn an inaccurate line into a sales pitch. Are you still open to seeing the real demand and how the trial works?”
Contractor who received redacted proof:
“{first}, Alex at St. Pierre. You asked me to send the {market} homeowner proof and we agreed I'd call now. What stood out?”
Contractor with a completed trial lead:
“{first}, Alex at St. Pierre. I wanted to close the loop on {redactedLeadReference}. Did your team reach them, book an estimate, quote it, or win it?”
Do not pitch until the trial disposition is clear.
Avoid an AI feature tour. AI is fulfillment infrastructure, not the product.
“Based on the trial, do you want St. Pierre to keep running this for {company} on the terms we just reviewed?”
If no, isolate the reason: lead quality, response burden, economics, timing, authority, or trust. Do not discount reflexively.
/Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/cold-call-playbook-v3-live-demand-2026-08-17.md · §1–§22, revised 20–21 Aug
Why it is stale. This script bans the guarantee on outbound — “no ‘10 jobs in 6 weeks’, no ‘or you don't pay’” — because on 18 Aug the guarantee was inbound-only. As of 21 Aug the guarantee is the ask on every rail. It also names $6,000 / $8,000 / $15,000 as the three competing prices, all three now dead. Use the delivery, not the rules.
“I run a local page that generates {niche} leads.”
Banned, no exceptions: “I run ads”, “I run campaigns”, “I do marketing”, “I run an agency.” Those make you a vendor selling a service. A local page with more leads than you can place makes you a peer with work to hand over.
“Hey {first_name} — {first_name}, it's Alex.
I know I'm catching you out of the blue. Can I grab thirty seconds, tell you exactly why I called, and then you tell me if it's relevant?”
Then stop. Calm, a notch above monotone, one clean pause after the ask. The first ten seconds only has to buy the next thirty.
“I run a local page that generates {niche} leads in {city}.
Right now it's making more {unit} than the guy I've been sending them to can get to. That's the only reason I'm calling — I'd rather hand them to somebody than let them sit.”
{unit} is estimates for concrete leveling and foundation repair, inspections for crawl space and basement waterproofing. Never say “leads” to a contractor when you can say the thing they actually book.
“Can your crew take another ten to twenty {unit} a week — or are you already full?”
If they say they're full: “Good problem. Are you full because the work's there, or because you're short a crew?”
Listen for three things and write them down: how many crews, how far out they're booked, whether they run their own phones.
If you have a live lead in their market:
“I've got a homeowner in {city} right now who wants {unit}. I'll text you their details when we hang up — no charge, no strings, yours whether we ever talk again.”
If you don't:
“Let me send you something either way. I build a chatbot that sits on your website and books the homeowner while you're on a jobsite. Takes about a minute to put on your real site. No charge, yours whether we talk again or not.
Can I text it to you?”
A yes here is the win. That yes is what makes touch two legal and welcome. Get the number, read it back, confirm you can text it.
Never volunteer this. It only fires if they ask “how does this work” or “what's the catch” or “can I get more of these”.
“Honestly? Overflow is what I've got today, and it runs out.
If you want more than what spills over, there's a way to build you your own — your name on it, your market. That's a longer conversation and I'm not going to do it justice in thirty seconds.
Would you be completely opposed to thirty minutes Tuesday or Wednesday? I'll have your bot built before we talk.”
If they push for a number: “I'd be guessing, and I'd rather look at your actual numbers first. That's what the thirty minutes is for.”
Booked: “Sent. Tuesday at 10. I'll have the bot on your site before then either way.”
Lead handed, no meeting: “Texting you their info now. Do what you want with it — if it turns into a job, I'd like to hear about it.”
Clean no: “Fair enough. I'll leave you alone. Good luck with the season.”
“We already have leads / we already have somebody”
“That may be a good sign. Two questions and I'll get off the phone.
Do you own the data — and do you know what a booked job actually costs you right now?”
Most contractors cannot answer the second one. That silence is the sale, not your rebuttal. Then straight back to the give: “Either way — want the free one?”
“We got burned by a marketing company”
“Then you already know more than most guys I call.
What broke — lead quality, follow-up speed, or close rate?”
“They got paid whether the phone rang or not. I'd rather hand you a lead and let you judge it.”
Attack the model, never a company. Never name Angi or any competitor or any person. Whichever of the three they pick is your whole discovery call later.
“How is it free? What's the catch?”
“No catch on the lead. It's free because it's how I show you I'm real instead of telling you.
It cost me the ad spend already. You keep it either way.”
Never over-explain this one. The longer you justify free, the less free it sounds. One sentence, then move.
“Send me something / email me”
“I can do that. What's the best number to text the lead to — the email will sit for a week and this one's live now.”
“How much does it cost?”
“Nothing today — the lead's yours.
If you mean building your own, that depends on what you're trying to add. I'd rather look at your numbers than guess. Thirty minutes Tuesday?”
“{first_name}, it's Alex. I run a local page that generates {niche} leads in {city} and I've got more {unit} than the guy I'm sending them to can handle.
Wanted to hand you one. No charge. {phone}.
Again, Alex, {phone}.”
Say the number twice, slowly. Leave the voicemail every time — the callbacks are real and they arrive warm.
“Hi — this is Alex, I've got a {niche} job in {city} I'm trying to hand to somebody. Is {first_name} around for two minutes?”
You are giving, not asking. That is the only reason this gets through. If they take a message, ask when he's usually off the truck and call then.
| Claim | Say it? | Backing |
|---|---|---|
| About $25 a qualified lead | Yes | $418.07 → 17 qualified, Dallas, Jul 22–30. Refresh before leaning on it. |
| 38 homeowner conversations in 9 days | Yes | Verified proof pack, same window, test rows excluded |
| Six years running growth for home improvement marketing firms | Yes | Akash's own history |
| “$15 a booked lead” | Never | No support anywhere. The line is dead. |
| A long track record in leveling | Never | Days, one metro, one client. Say that out loud if pushed. |
Banned outright: fake-customer openers, “we were supposed to talk”, implied referrals, borrowed logos, invented scarcity, and any number you cannot point at a row for. The one scarcity you get is territory — one contractor per market, checkable before you offer it.
/Users/akash/Workspace/Claude/01-Projects/St_Pierre_Digital/sales-engine/canonical-cold-call-script-2026-08-18.html
Why it is stale. Written against the $6,000 offer (“You are not closing $6,000 on this call”). The money is dead; the six-step spine and the objection replies are not.
The frame. It is called a disqualification call because the frame carries status — but the point is not to filter out tire-kickers. The point is to show status and add a little bit of value. You are the person they'll actually be working with, checking fit on your own end, and they leave the call with something useful whether or not they book.
The bar. A “yes, send it” is the win — it makes touch two welcome. A booking is a bonus, not the bar.
“Hey {first} — {first}, it's Alex with stpierre.ai. I know I'm catching you out of the blue. Can I grab thirty seconds, tell you exactly why I called, and then you tell me if it's even relevant?”
Then stop talking. One clean pause.
“Appreciate it. Remind me — you run the {niche} crew directly, or is there a partner in it too?”
“So — I run a local page here in {city} that generates {niche} jobs. Homeowners with sunken driveways, cracked patios, that kind of thing. Right now I'm pulling {honest weekly number} of them a week and I've only got one crew taking them.”
{honest weekly number} is what's true in that city today. If you don't know it, you're not cleared to dial that city.
“So two quick things. First one — do you actually have the capacity right now to take on ten-ish extra {niche} jobs over the next 6 weeks? Or are you booked solid?”
Then shut up. Eight full seconds if you have to.
“Alright. Before we even talk about how any of this works — can I just text you one? A real homeowner, in {city}, who asked for a {niche} quote this week. Yours, no charge, no strings, whether or not we ever speak again. You call them, you quote them, you keep the job. Cool if I send it over?”
“Sending it now. One more thing — I'd rather show you where it comes from than explain it on the phone. Fifteen minutes this week? You a morning person, or is afternoon better?”
Send the invite while he's on the phone and ask him to accept it.
The flywheel. Every ask that gets an objection goes: agree → get him talking → ask again. Loop it three or four times before you accept a no. Good callers get hung up on 80–90% of the time — that's what the job looks like when you're doing it right.
“Not interested”
“Totally fair — honestly I should've assumed you'd be all set. Just so nobody from my side bugs you again — is it that you've got more work than you can handle right now, or that you've been burned by a marketing guy before?”
“Either way, I've still got the lead. Want me to send it? Costs you nothing.”
“I already get enough leads”
“Good — that's the answer I want to hear. Then this is just capacity insurance for the slow weeks. Can I still send you the one I've got? Worst case you book a job off it.”
“Is this AI?” — comes up unprompted now. Keep it light.
“Ha — no, it's Alex, I'm in Maine, it's raining. That's why I'm calling instead of blasting you.”
“I'm on a job / bad time”
“Course you are. Twenty seconds and I'll let you go — I've got a homeowner in {city} who wants a {niche} quote. Want me to text you their number and you call them when you're off the ladder?”
Hey Gary — Gary, it's Alex with stpierre.ai. I know I'm catching you out of the blue. Can I grab thirty seconds, tell you exactly why I called, and then you tell me if it's even relevant?
…Go ahead.
Appreciate it. Remind me — you run the leveling crew directly, or is there a partner in it too?
It's mine. Me and four guys.
So — I run a local page here in Minneapolis that generates leveling jobs. Sunken driveways, cracked patios. Right now I'm pulling about nine of them a week and I've only got one crew taking them. Two quick things. First one — do you actually have the capacity to take on ten-ish extra leveling jobs over the next 6 weeks, or are you booked solid?
(pause) We could fit that in. Depends what they are.
Fair. Before we even talk about how any of this works — can I just text you one? Real homeowner, in Minneapolis, asked for a leveling quote this week. Yours, no charge, no strings. You call them, you quote them, you keep the job. Cool if I send it over?
…What's the catch?
No catch on the lead — it's free because it's how I show you I'm real instead of telling you. Fair?
Alright, send it.
Sending it now. One more thing — I'd rather show you where it comes from than explain it on the phone. Fifteen minutes this week? You a morning person, or is afternoon better?
Mornings. Not Monday.
Tuesday 8:15. Invite's coming — accept it so it holds.
/Users/akash/Workspace/Claude/01-Projects/St_Pierre_Digital/sales-engine/war-game-cartridges-script-2026-08-03.html · Part 1, script 2
| # | Beat | Default |
|---|---|---|
| 1 | Text, within minutes | “saw your application come through — mind if i call you for two minutes?” |
| 2 | They reply → call now | 5-minute discovery: trade · capacity · bottleneck · size |
| 3 | Still on the call | Book the 15-minute demo, two real times inside 48h |
| 4 | Right after booking | Send the three videos in one text |
| 5 | Demo call | Objections → terms → the ask → payment set up live |
| 6 | Then | Launch their campaign |
No reply: text again next day, then call anyway. A phone number is all we needed. No answer: two attempts a day, max. Voicemail once. Text after every missed dial. Never: the same link twice in one channel inside 48 hours; never a booking link and a promised call.
“saw your application come through — mind if i call you for two minutes?”
| When | Line |
|---|---|
| Niche known from the form | “saw your {niche} application come through — mind if i call you for two minutes?” |
| After hours | Same line, send 8 AM their time. Never outside 8 AM–7 PM local. |
| “who is this?” | “this is Alex — stpierre.ai, you filled in the form. two minutes on the phone and you'll know if it's relevant.” |
| “what is this about?” | “the booked appointments thing you applied for. easier on the phone — mind if i call?” |
No pitch, no price, no link, no video. One question only. Do not volunteer what we do — they applied, they already have a reason. If asked directly: “I help home improvement companies automate their sales and marketing with AI.” Nothing more by text. Never “I run ads”, “I run campaigns”, “I do marketing”, “I run an agency”.
“Hey {first}, it's Alex — you just filled in the form on my site. Two minutes, then you tell me if it's worth more. Fair?”
Beat 1 — Trade (confirm, don't ask). The form tells you the niche. A “Crawl Space Jobs On Demand” form means crawl space.
“You're doing {concrete leveling / foundation repair / crawl space / waterproofing}, right?”
Confirming reads like you did your homework; asking reads like a call centre.
Beat 2 — Capacity.
“How many {niche} jobs are you doing in a month right now — and how many more could you actually take?”
Two numbers: today, and the ceiling. The gap between them is the whole conversation.
Beat 3 — The bottleneck. The beat that matters most.
“Where does it break — not enough leads, leads that don't book, people you can't reach again, or bids you lose?”
Give the options out loud. Contractors answer a menu; they stall on an open question. Log their words, not your label.
| They say | It means |
|---|---|
| “Not enough leads, crews need work” | Volume. The most common answer by far. |
| “Need a reliable system to scale” | They have leads but no predictable flow. |
| “Poor lead quality, tire kickers” | Qualification, not volume. |
| “Bad experience with an agency” | Trust. Lead with the proof video. |
Beat 4 — Size.
“Roughly what's the business doing a month — ballpark is fine, I just need to know if the math works.”
“Ballpark is fine” is what makes them answer. Under about $35k a month the math usually doesn't work — say so kindly and end it.
Then the honest gate:
“Say you got {N} more of those a month — could your crew actually run them without dropping the ball?”
If demand is not their constraint, or they can't service the work, end it cleanly. No demo. Log it and move on.
“Sounds like a fit. Fifteen minutes — {time A} or {time B}? I'll send three short videos first, so we're not doing a slideshow.”
“What towns do you actually want work in?”
“What jobs do you want more of, and what do you not want?”
“Anything of yours I should look at first — your site, your Google profile?”
Two real times inside 48 hours, their timezone, said out loud. Everyone who can stop the decision is on the invite. Create the event and confirm they got it while you're still connected. Do not text the booking link — you booked it live. Only if you could not book live: text calendly.com/stpierreai/demo and drop the promised call.
“Three videos, about twelve minutes. Watch them before {day} and our call gets shorter. Anything that doesn't sit right, bring it.”
Blocker, live today. The three videos do not exist — only the scripts do. Until Akash records them: book the demo the same way, skip the video text, and run the demo call as a live fifteen-minute walkthrough. Do not promise videos you can't send.
The phone number is the only field we needed. Silence is not a no.
| When | Action |
|---|---|
| Day 1 | The first text |
| Day 2 | “still want me to give you a quick call? two minutes.” |
| Day 3 | Call anyway. They applied to us — this is not a cold dial. |
| Day 5 | One call, then a 15-second voice note: “just tell me a good time and I'll try you then.” |
| Day 8 | “I'll leave it here. If it ever gets useful, text me — Alex.” Then park with a date. |
Phone opener when they never replied: “Hey {first}, it's Alex — you filled in a form on my site. Thirty seconds, then you tell me if it's relevant?”
Never chase with a closing question. “Should I close this out?” kills the thread.
Right after every missed dial: “Just tried you — Alex, you filled in the form. What's better, later today or tomorrow?”
Max two call attempts per person per day. Max three texts in this pairing, then park with a date. Voicemail once, not twice: name, why, number, done. Any reply at any point restarts at beat 2 — call them. STOP ends everything instantly.
/Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/inbound-conversation-framework-2026-08-21.md
The goal: screenshot text → reply (or 24 hours of silence) → call → 10–15 min discovery → book the close call inside 24–48h → send the three videos → reminders with proof → close call. Nothing closes in the SMS thread. Alex end to end — the text and every call are the same person in the same thread.
[mobile screenshot of their real homepage]
“is this your website?”
Dead, blank, parked or 404 site → no image, and send: “what's your website?” No name, introduction, link, pitch, or extra sentence in the opener.
“This is Alex. {truthful prior-context sentence, if any} Quick recap — I own a local page generating leveling leads in {2–4 real service areas}. I'm looking for one more contractor to take the work. The offer is ten closed jobs in 6 weeks, guaranteed — you only pay 10% of the jobs that close. Are you the right person to speak to about this? If so, mind if I call you for two minutes?”
If their name needs confirming: “Is this {first}? This is Alex.” then the standard reply without repeating “This is Alex”.
If they think Alex is a homeowner:
“No — this is Alex. I run a local page generating leveling leads in {market} and I'm looking for one more company to take the work. The offer is ten closed jobs in 6 weeks, guaranteed — you only pay 10% of the jobs that close. Are you the right person to speak with? If so, mind if I call you for two minutes?”
Office person or wrong contact: “Got it. Who handles new business or lead partnerships there?” — then ask for the direct number or best time. Do not give an office person an owner-level pitch unless they say they handle it.
Not their website: “Got it — what's the right site?” Correct the record before discussing the offer.
Automatic reply: do nothing. Tag it auto-response. The +24h dial still happens.
“How does it work?” — “I run the page, qualify the appointment requests, and book them onto one local contractor's calendar. Ten closed jobs in 6 weeks, guaranteed, and you only pay 10% of the jobs that close. Mind if I call you for two minutes and explain the handoff?”
“How much?” — “Nothing up front — you pay 10% of the jobs that actually close, and I guarantee ten of them in 6 weeks. Mind if I call you for two minutes and walk you through how that works?”
“Send me info.” — “I can. The short version is ten closed jobs in 6 weeks, guaranteed, and you only pay 10% of the ones that close. What would be most useful — the page, how the handoff works, or the tracking?” Then, after sending one matched item: “What did you think? Mind if I call you for two minutes?”
“Are these exclusive?” — “The plan is one contractor per market. I first need to make sure the service area, capacity, and follow-up are a fit. Mind if I call you for two minutes?”
“Are these real?” — “You shouldn't take my word for it. Before we ever go deep I'll send you short videos of the page, the qualification flow, and a redacted homeowner conversation. Mind if I call you for two minutes first?”
“I already have marketing / enough leads.” — “Makes sense. Are you completely full, or would better-fit leveling jobs still be useful?”
“I need to ask my partner.” — “Makes sense. Do you both decide on this? If so, let's get both of you on the call so nobody has to relay it.”
“Not interested.” — “no problem, i'll leave it here.”
Rung 1 has no price to text. If the conversation reaches the downsell, the real number comes from the offer card, on the phone, the moment they ask. Never improvise a price, never discount by text. STOP — do not reply with a pitch. Mark DND immediately and end the thread. No dial ever follows a STOP.
(a) They replied and allowed it: call within five minutes. If they gave a later time, call at that exact time. (b) They never replied: call anyway, 24 hours after the opener, inside 9 AM–5 PM their time. The warm list earns this — they all contacted us first, and the text means the number is not a stranger when it rings.
Phone opener — replier: “Hey {first}, it's Alex — I texted you the screenshot of your website. Thirty seconds, then you tell me if it's relevant?”
Phone opener — no reply: “Hey {first}, it's Alex — I texted you a screenshot of your website yesterday. Probably got buried. Thirty seconds on why, then you tell me if it's relevant?”
Why Alex called (the ask): “I run the {market} page, qualify the homeowners, and book them straight onto one local contractor's calendar. I'm looking for the company that can actually cover the work and follow up fast. What I'm offering is ten closed jobs in 6 weeks, guaranteed — and you only pay 10% of the jobs that actually close.”
This is the discovery. There is no separate discovery later; the next call is the close.
1. Intent (repliers only): “What made you reply?”
2. The gap: “How do leveling jobs come in for you right now?” → “What have you tried besides that?” → “And that's not filling the crews the way you want?”
3. Fit: “How many more leveling appointments could you actually handle each week?” · “What towns and job types do you want — and what don't you want?” · “Who would call the requests, and how quickly?”
4. The capacity-close number: “Say you had 15 qualified appointment requests next month that matched all of that — how many would you expect to close?”
5. Book the close call: “Sounds like a fit. Next step is {timeA} or {timeB}. First I'll send three short videos — the {market} page, how the handoff and tracking work, and the questions everyone asks. Watch them in the truck. Then our call is about whether we do this — not a slideshow.”
6. Prep questions, still connected: “What ZIPs or towns do you actually want work in?” · “What job types and ticket sizes do you want more of — and what do you not want?” · “Anything of yours I should look at before our call — your site, your Google profile?”
Log the capacity-close number verbatim. It sizes the trial and gets re-read at every negotiation. If there is no capacity, no service-area fit, or no named follow-up owner: end cleanly, log it, done. Never book a close call on a bad fit.
| # | Video | Carries |
|---|---|---|
| 1 | Market walkthrough (5–7 min) | The {market} page, where requests come from, qualification, handoff |
| 2 | Proof (2–3 min) | One redacted homeowner conversation + the tracking and disposition loop |
| 3 | FAQ (3–5 min) | The eight questions every contractor asks, answered once |
“Three videos — about 12 minutes. Watch them before {day} and our call gets shorter. Anything that doesn't sit right, bring it.”
is this your website?; only the screenshot varies./Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/outbound-script-pack-2026-08-20.md §2.0–2.13
Note. The drafts on the source page still open with the 7-day trial as the front end (“10 real appointments on your calendar, guaranteed”). As of the 21 Aug ruling the trial is the downsell, not the ask. Swap that clause for “ten closed jobs in 6 weeks, guaranteed — you only pay 10% of the jobs that close.” Everything else in these drafts is current.
This is what Akash actually sent to Pro Concrete Leveling. GHL confirms delivery.
“Is this Chystle? This is Alex. We spoke briefly over email. Quick recap — I own a local page generating leveling leads in Detroit, Ann Arbor, Toledo, etc. Looking for another partner to manage the work. I'm anticipating about 15-25 new appointment request per week. I only charge 10% of closed jobs. Are you the right person to speak to about this and if so do you have 15 min for a quick call to chat about this?”
Keep this structure, not every word: identity check → Alex + prior email when true → short recap → real service areas → one-contractor need → the offer → right person? → permission for a two-minute call. No price by text. Before writing it, review the full Instantly thread, GHL thread, contact role, live website, and actual service area. Use what they already told us — never make a prior replier reconfirm the same fact.
They confirm the site: “Is this [name]? This is Alex. [Prior email sentence, only if true.] Quick recap — I own a local page generating leveling leads in [2–4 real service areas]. I'm looking for one more contractor to take the work. [The offer.] Are you the right person to speak to about this? If so, mind if I call you for two minutes?”
Not their site: “got it — what's the right website?” This is not a rejection. Get the right URL, then continue.
They think you want an estimate: “No, this is Alex — we spoke briefly over email. Quick recap — [continue with the standard reply].”
Positive or curious: “mind if i call you for two minutes?”
How much? “Depends on your niche — it's a flat price for the 10 appointments plus setup, and I'll give you the exact number in thirty seconds on the phone. If I don't deliver 10 inside the 7 days you get replacements or your money back. Mind if I call you for two minutes?”
Not interested: “no problem, i'll leave it here.” Stop the thread. No rebuttal, no later follow-up.
Wrong person / office line: “who handles new lead partnerships for concrete leveling?”
Jason Hydeck, Tri-State Concrete Leveling, Broomall. He said: “if you get me 10 leads in Broomall for pool decks I'll pay.” Strongest buying signal on the list.
“Is this Jason? This is Alex. We spoke briefly over email. Quick recap — I own a local page generating leveling leads around Broomall and Philadelphia. You said if I got you 10 pool deck leads in Broomall you'd pay. [The offer.] Are you the right person to speak to about this? If so, mind if I call you for two minutes?”
If he says “just send the leads”: “i will once we line up the exact jobs you want and who will call them. can you do [time A] or [time B]?”
Do not ask whether he wants leads. He already answered that.
Get Jacked Concrete Leveling, Elmwood Park. They already asked you to call.
“This is Alex. We spoke briefly over email. Quick recap — I own a local page generating leveling leads around Elmwood Park and North Jersey. You'd asked me to call this number to make an appointment. [The offer.] Are you the right person to speak to about this? If so, mind if I call you this afternoon — [time A] or [time B]?”
If they ask what it's about: “the pool deck requests around Elmwood Park. i want to show you the local page and see what jobs you actually want.”
Do not restart with the capacity pitch. Honor their request and call.
Shannon Featherston, OC Concrete Lifting, Orange County. Outside current launch scope.
“Is this Shannon? This is Alex. We spoke briefly over email. Quick recap — you said pool deck work depends on the size and location. I'm looking at where to launch the next local leveling page around Orange County and looking for a partner to manage the work. [The offer.] Are you the right person to speak to about this? If so, mind if I call you for two minutes?”
Do not say a live Orange County page is already producing leads. It is outside the current launch scope.
/Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/first-10-outbound-reply-playbook-2026-08-20.html
Why it is stale. Runs “10+ new jobs in 6 weeks” with no 10%-of-closed-jobs mechanic, and the call sheet's price line under it says “$8,000 all-in — three grand to build it, the other five only after your tenth signed contract. Ad spend's separate.” Both dead. The fit gate itself is still the best four questions in the folder.
“Hey {name}, it's Alex with stpierre.ai — you just put in a request about getting more {niche} jobs. Did I catch you at an ok time?”
“This'll be quick — I'm not going to sell you anything on this call. I just want to ask you three or four things, make sure I can actually help you, and if it's a fit I'll show you what it looks like. Cool?”
1. Niche confirm: “First off — you're doing {niche} work, right? That's the whole game for you, or part of it?”
2. Capacity: “If I put 10+ new jobs on your calendar in the next 6 weeks — could your crew actually handle that, or would that break you?”
3. Decision-maker: “And this is your shop — you're the one who calls the shot on something like this, or is there a partner in it too?”
4. Timing: “Are you looking to fill the pipeline now, or is this more of a down-the-road thing?”
Question 3 catches “talk to my partner” now, not on the close.
“Honestly, based on what you're telling me, I don't think I'm the right call for you right now — I only take guys I'm sure I can get results for, and I'd rather tell you straight than waste your time. If {the thing} changes, come back to me.”
No hard sell on a bad fit. It protects the offer, and it's the reason a performance-based model works at all.
“Alright, you're exactly who this works for. Here's what I'll do — I'll build you a quick preview: your real ad and booking bot running in your market, so you're not looking at a template, you're looking at your thing. Takes me a day. I've got {day} morning or {day} afternoon to walk you through it — which is better?”
“Done — I just sent the calendar invite, can you accept it real quick? If it's not accepted it drops off my calendar and we lose the slot.”
script-library-2026-07-18.md §3 · call-sheet-today.html band 1 · REP-OS-PLAYBOOK.html script 1 — all in /01-Projects/St_Pierre_Digital/sales-engine/
Trigger: application submitted, no call on the calendar. The rail is text, text, then the dial batch — two texts go out before anyone picks up the phone. First text inside 5 minutes. On the dial: double-dial (hang up, call right back) before any voicemail.
Before the call ends you know five things: service area · job types · revenue · marketing spend · where jobs come from today. Confirm what the application already answered, ask only what's missing.
“hey {first}, this is alex with stpierre.ai — got your application for {niche} jobs. quick one: you the owner?”
Niche field empty? Never send literal braces: “hey {first}, this is alex with stpierre.ai — got your application. quick one: what kind of work do you run?”
“Hey {first}, it's Alex with stpierre.ai — you just put in a request about getting more {niche} jobs. Did I catch you at an ok time?”
“This'll be quick — I'm not going to sell you anything on this call. I just want to ask you three or four things, make sure I can actually help you, and if it's a fit I'll show you what it looks like. Cool?”
“Application says you're covering {service area} and you're spending {marketing spend} a month on marketing — both still right?”
“One thing before we book anything, and this is yours whether we ever talk again. Between now and the call, count one number: how many people reached out to you last month — calls, forms, messages, anything — and how many of those actually got on your calendar. Almost nobody knows it, and it's the number that decides everything.”
“Alright, you're exactly who this works for. Next step is a real working session — about an hour, on video, and I'll have a preview built for your market before we talk. I've got {day} morning or {day} afternoon — which is better?”
“Done — I just sent the calendar invite, can you accept it real quick? If it's not accepted it drops off my calendar and we lose the slot.”
“How much is it?” — the deflection, word for word: “Depends on your area and how many jobs you can take. Ten minutes on the phone and I'll give you a straight number — what's good today?”
“Just send me some info” — “I've got all of it right here — what's the one thing you'd actually want to know? Faster if I answer it now than you digging through a PDF Thursday.”
“We're slammed right now” — “Perfect time actually — you want the pipeline full for when it slows down, not scrambling then. This runs in the background. Fifteen minutes to see it, then you decide.”
Obvious wrong fit — “Straight with you — I don't think this is built for where you're at right now. Here's what I'd do instead: {one honest pointer}. If that changes, you know where I am.”
Hey Ray, it's Alex with stpierre.ai — you just put in a request about getting more foundation jobs. Did I catch you at an ok time?
I got a minute. What's this gonna cost me?
Depends on your area and how many jobs you can take — I'll give you a straight number when we go through it properly. This call's quicker than that: three or four questions, make sure I can actually help, and if it's a fit I'll show you what it looks like. Cool?
Fine.
You're doing foundation work — that the whole game, or part of it?
Foundation and some drainage. Mostly foundation.
If I put ten-plus new foundation jobs on your calendar in the next 6 weeks — could your crew actually handle that, or would that break you?
We could take that. We've had slow months, that's why I filled the thing out.
That's what I needed to hear. Your application says you cover Tulsa metro and you're doing about $60K a month — both still right?
Close enough. Fifty-five on a normal month.
Good. One thing before we book anything — between now and the call, count one number for me: how many people reached out last month, and how many got on your calendar. Almost nobody knows it, and it decides everything. Next step's a real working session, about an hour — I've got Thursday morning or Friday afternoon. Which is better?
Friday.
Done — invite's on your phone. Accept it real quick so it holds the slot.
war-game-cartridges-script-2026-08-03.html · Part 1, script 1 — /01-Projects/St_Pierre_Digital/sales-engine/
Trigger: completed the application and took the booking link when redirected. They've already given you everything and committed a time, so this call is short. It also does the confirmation call's job — running a separate confirmation at these leads is two calls before the real call.
“Hey {first}, it's Alex with stpierre.ai — you're on my calendar for {day} at {time}, so I figured I'd call and say it with a voice instead of an email. I'm the one you'll be talking to. Got two minutes?”
“Your application's in front of me — {niche}, covering {service area}, doing about {revenue} a month, spending {marketing spend} on marketing. Anything in there I should read differently?”
“If I put 10+ new jobs on your calendar in the next 6 weeks — could your crew actually handle that, or would that break you?”
“Two things for {day}, and they're both for your benefit. First — be somewhere you can see a screen, because I'll have a preview built for your market and it's better looked at than described. Second — count one number before we talk: how many people reached out last month, and how many got on your calendar. That number's yours to keep either way, and it makes the call twice as useful.”
“And who besides you should be on the call? If there's a partner in the decision, better they hear it from me than secondhand.”
“Calendar invite's on your phone — accept it real quick so it holds. See you {day}.”
“Can't we just do this now?” If you genuinely have the hour: “You know what — yes. Give me two minutes to pull your market up. Stay on.” Otherwise: “I'd rather do it right than do it now — the preview I'm building you is the whole point. {day}'s worth the wait.”
“What's it cost?” — “Depends on your area and how many jobs you can take — that's half of what {day} is for. You'll have a straight number before we hang up.”
“My partner handles this stuff” — a gift, you caught it three days early instead of at the close: “Then let's make sure they're on. Same time work for both of you, or should we move it?”
No answer — double-dial, then one text: “tried you just now — alex, stpierre.ai. we're on for {day} at {time}. reply YES so i know you're good, and i'll send your preview walkthrough.”
war-game-cartridges-script-2026-08-03.html · Part 1, script 3 — /01-Projects/St_Pierre_Digital/sales-engine/
“You're set for {day} at {time} {timezone}. Invite is coming now. Videos on the way in a second.”
“Still set for tomorrow at {time}. The second video has the {market} homeowner conversation — worth the two minutes if you haven't gotten to it.”
“Talk this afternoon at {time}. Anything specific you want me to pull?”
“Talk at {time}. Here's the link: {meeting link}”
The demo is pitched as work already being done for them — “I'm pulling the {market} numbers and the homeowner conversation for you” — never “a quick walkthrough of what we do.”
Directional target: 40–50% show on cold-contractor demos. Below 30% across ten booked demos means the booking frame or the reminder rail is broken, not the market. Prefer same-day or next-day demos; read show rate against booking delay first — delay is usually the lever. If the only slot is 3+ days out, add one mid-gap value touch (a matched proof asset), never a bare “still on?”
/Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/outbound-script-pack-2026-08-20.md §1.8, §2.10 · cold-call-playbook-v3-live-demand-2026-08-17.md §12b
Why it is stale. It sends people to a “preview” and a seven-minute Loom that the current rail replaced with three videos, and it sits inside the $6,000 script family. The calendar-lock line is still the single best thing in the folder — use it verbatim.
The pattern that worked (EyeFly pre-call rebuild, 140 booked contacts): confirm is text-first, it feels human not robotic, and the single most-sent message was the prep-and-qualify text, asked right at booking. Alex signs it, and every other outbound message — no assistant persona, ever.
“Hey John, it's Alex with stpierre.ai — we're set for {day} at {time} to walk through your preview. Just locking it in. That still work for you?”
“Cool. I just sent the calendar invite — can you accept it real quick? If it's not accepted it drops off my calendar and we lose the slot.”
“Before we talk, two quick things so I can build your preview right: 1) what city/area do you cover? 2) how many extra {niche} jobs could you take on each week?”
“One more thing — I'm building you a quick preview: your real ad and booking bot running in your market, not a template. I'll text you the link. Have a look before we talk so we're not starting cold.”
Confirms + answers the prep questions: “Perfect, that's all I need. Watch for the preview link, see you {day} at {time}.”
Wants to move the time: “No problem — I've got {day} or {day}, which is better?” Pin a specific new slot on the call. Never “I'll find a time.”
No answer: double-dial before any voicemail. Still nothing? “Hey John, Alex from stpierre.ai — we're on for {day} at {time}. Reply YES so I know you're good, and I'll send your preview.”
Second reschedule — that's a temperature reading, not a calendar problem: “Happy to move it once more — straight question first: is this still something you want, or has it dropped down the list?”
“Do I need to prep anything?” — “Nope — just be somewhere you can see my screen. I walk you through the whole thing.”
“Remind me what this is again?” — “Quick one — I show you your real ad and booking bot in your market, and if it's a fit we turn it on. No lead vendors, no referrals. Two minutes and you'll see it.”
| Disposition | Means | Follow-up |
|---|---|---|
call_confirmed | Said yes, invite accepted | Send preview link; moves to Call Confirmed; no chase |
follow_up_set | Rescheduled to a set time | New date required; surfaces that morning |
no_answer | No pickup | Retry ~4h, cap 2/day, then next morning; send confirm text |
voicemail_left | Left a VM | Draft the confirm text, requeue for next day |
dnc | Asked to stop | Suppress, close all actions, move to DND |
script-library-2026-07-18.md · REP-OS-PLAYBOOK.html script 2 · war-game-cartridges-script-2026-08-03.html Part 1, script 9 — /01-Projects/St_Pierre_Digital/sales-engine/
Why it is stale. Built around “ten closed {niche} jobs in 6 weeks” as a claim with a price behind it, and the rail now uses three shorter videos instead of one seven-minute one. It never states price — that rule survives intact.
“One more thing — I'm building you a quick preview: your real ad and booking bot running in your market, not a template. I'll text you the seven-minute walkthrough. Have a look before we talk so we're not starting cold.”
0:00 · Personal top (re-record per prospect, ~20 sec): “Hey {first} — Alex. This is for you and {company}, and it's about seven minutes. You told me {one fact from their application} — keep that in your head while you watch this.”
0:20 · The claim and the agenda: “The claim on the table is ten closed {niche} jobs in 6 weeks — and on our call I'm going to show you the whole machine that does it, built for {market}, not a template. This video is so you walk in knowing what you're looking at.”
0:45 · The walk — the ad a homeowner actually sees → what happens the second they tap it → the follow-up firing inside a minute, day or night → the qualification standards → the booked estimate landing on a calendar. Narrate over the real screens.
4:30 · The one number: “Before we talk, count one thing: how many people reached out to you last month, and how many got on your calendar. Every shop I show this to thinks they know it. Almost nobody does — and it's the number the whole call turns on.”
5:30 · What the call is and isn't: “The call's about an hour. First half is your numbers, not my pitch — I'm checking whether I can actually do this in your market, and if I can't, I'll say so. If I can, I'll show you your build and give you a straight number for what it costs. Nothing gets decided in this video.”
6:30 · Personal tail (re-record, ~10 sec): “See you {day} at {time}, {first}. Have the number handy.”
Canned per niche: the walk (beats 2–5) — the expensive part. Re-recorded per prospect: the top and the tail, two takes, under a minute of work. Say it out loud: “yours will have your name and your zips on it — that's what the call is for.”
There is a second, different Loom. The 2026-08-06 prospect kit is a send-in-lieu-of-call video that ends with the full offer, states price on camera, and pastes “$6,000 … $5,500 up front, or 2 × $3,000” under the video. That puts price in writing and in a video — both banned — and that split was never on any approved ladder. Not a standard play.
war-game-cartridges-script-2026-08-03.html · Part 1, script 8 — /01-Projects/St_Pierre_Digital/sales-engine/
The one rule that survives every version. No product, no mechanism, no price until the buyer has stated six things: the problem, the target, what it costs, capacity, who decides, and why now. If you can't recite them back, you're not ready to pitch. And: ask one question, then stop talking.
“What stood out from the videos?”
They watched: do not re-present. Confirm the fit out loud in one minute. Then walk their own numbers — their job ticket, a 20% close rate, what ten jobs is worth to them — and ask for what the ad promised.
They didn't watch: fall back to a live 15-minute walkthrough — the market page, one redacted conversation, the qualification fields, the tracking loop — then the same close. Never shame the no-watch; the videos were the shortcut, not homework.
“Ten closed jobs in the next 6 weeks, guaranteed. You pay 10% of the jobs that actually close — nothing before that.”
Then stop talking. This is the offer they replied to; let it stand on its own before you move anywhere.
Say why the guarantee changes, because the risk changed:
“Then we do it the other way round. Ten real appointments on your calendar, prepaid, guaranteed — {rung2Price} all in. Same 10%, you're just paying it up front instead of out of closed work. That's also why the guarantee moves: I can promise closed jobs while I'm only paid on closed jobs. Once you've paid, I promise the appointments, because your close rate isn't mine to promise. If I don't deliver ten inside the 7 days, I replace them. If you'd rather have the money back, you get it back in full.”
Work objections one at a time, isolate the real one, then close:
“Say I put 10 booked appointments on your calendar — your towns, your job types. Can your team run them and report what happened?”
Appointments only, offer-card right column. That is the last move: never open with it, never discount the appointments themselves, never re-raise it afterwards.
“Good talking. I've got you down for {towns}, {job types}, and {named person} taking the calls. Next step is {exact thing} by {date}.”
outbound-script-pack-2026-08-20.md §2.11 · inbound-conversation-framework-2026-08-21.md §5 — /01-Projects/StPierre-GTM/
“What stood out from the videos?”
“You can close work. What you don't have is a predictable flow of booked appointments you can see the source of. That right?”
Use their job floor and a 20% close rate.
“At a ${floor} job, that's {N} appointments to get {M} jobs. Can your team run that?”
“Ten closed jobs in 6 weeks, guaranteed. You pay 10% of the jobs that actually close — nothing before that.”
It is the offer they replied to, so lead with it and let it stand on its own.
The step down is from a closed-jobs guarantee to an appointments guarantee. Say why the guarantee shrinks — because the risk moved.
“Then we do it the other way: ten real appointments on your calendar, prepaid, guaranteed. Same 10%, you're just paying it up front instead of out of closed work. Seven-day window. If we don't deliver ten, you get your money back.”
“I'll take the setup off — {waived price}, appointments only.”
Never re-raise it afterwards.
“What actually needs resolving — whether it works, the start payment, or someone else's say-so?”
/Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/inbound-conversation-framework-2026-08-21.md §5
Why it is stale. Its locked offer is $8,000 total — $3,000 to build and launch, $5,000 after contract #10, ad spend separate, over ten signed contracts in six weeks. Every one of those numbers is retired. The diagnosis sequence, the four constraint branches, and the objection-overturn system are the best in the folder — use them with the current offer dropped in at beat 12.
The four constraints — diagnose ONE, then prescribe.
| # | Constraint | What it looks like |
|---|---|---|
| 01 | Predictability | Healthy conversion. Insufficient or inconsistent opportunity volume. |
| 02 | Quality | Low contactability or poor fit: territory, scope, ownership, decision-maker. |
| 03 | Conversion | Inspections and quotes happen, but signed contracts do not. |
| 04 | Capacity | The business cannot fulfill more work. Stop or filter — do not add volume. |
Do not promise ten signed contracts until the business can inspect, sell, fulfill, fund, and accurately report them: eligible niche and territory · average ticket supports the economics · capacity for ten more contracts · inspection availability during the six weeks · agreed advertising budget available · CRM access and tracking permissions · signed-contract status updated promptly · client follows the agreed sales process.
A cold-set call is not automatically a normal discovery call. First identify exactly what the outreach promised.
“Before we put time on the calendar, I want to clarify one thing so I don't waste your time. My first email described this as charging per closed job. The actual offer I'm rolling out is a Demand-to-Contract Engine: $3,000 to build and launch, then $5,000 after the tenth eligible signed contract. Advertising spend is separate. I can still show you exactly where the homeowner opportunities come from and how the system works, but I don't want you joining the call expecting a pure commission-only lead vendor. Are you still open to discussing it?”
“Before we get into the business, I need to clean up one thing from my email. I described this as charging per closed job. That wording does not accurately describe the current offer. The actual structure is $3,000 to build and launch the system, then $5,000 after contract #10. Advertising spend is separate. I wanted to correct that before asking you a single discovery question. Are you still open to seeing whether the system fits?”
Coach: if they only want commission-only leads, accept the clean no. The mismatch is yours to own; it is not an objection to overturn. (Today the correction runs the other way — 10% of closed jobs IS the offer.)
“Here's what I'd like to do. First, I'll understand the business and walk through 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 would need to look like, and what it costs. If I don't think it's a fit, I'll tell you. Sound fair?”
“Yeah, that works.”
“What was happening in the business that made this conversation worth taking now?”
Coach: do not rescue the silence. Their first answer gives you the language to reuse in the close.
“I'm going to work from your numbers rather than give you generic industry math. Let's use the last complete thirty days.”
“Last month, how many leads came in? How many did you contact, book, inspect, quote, and turn into signed contracts?”
Six counts: leads → contacted → booked → inspections run → quoted → signed. Then five rates: contact rate, book/contacted, show rate, quote rate, close/quoted.
“First, I want to tip my hat to you: your [strongest KPI] is excellent. That tells me you do not have a problem everywhere. The biggest leak appears to be between [stage A] and [stage B]. Is that how you see it?”
“Yeah. We're good once we get in front of them. We just don't get enough — or we can't reach them.”
“When you say ‘bad lead,’ which problem do you mean: they never answer, or they answer and aren't eligible for the work?”
“Mostly they don't answer. Sometimes they're outside our area or want something we don't do.”
“Good — that separates contactability from fit. They require different fixes.”
“If I asked which ad produced your most profitable signed job last month, could the current system answer me?”
“No. We can see leads, but not all the way through the sold job.”
“Then part of the problem is that the advertising is learning from form fills instead of revenue.”
“If we signed ten additional jobs in six weeks, could you inspect and fulfill them without damaging the customer experience?”
Coach: a “no” routes to the capacity branch. Do not sell more volume. Offer filtering, throttling, or stop.
“Suppose we're talking a year from now and you tell me, ‘We crushed it.’ What would have happened?”
“The calendar would be full, the crews would stay busy, and I wouldn't be guessing where next month's work comes from.”
“Why does that matter now — not six months from now?”
“Because every slow month puts us further behind and I'm tired of rebuilding the pipeline from scratch.”
“If nothing changes over the next six months, what does that cost in revenue, team stability, or your own time?”
“Let me make sure I have the whole picture. You're strong at [complimented KPI]. The main constraint is [predictability / contactability and fit / conversion]. The current process loses opportunities because [specific cause]. You can support approximately [capacity] additional jobs, and the outcome you want is [their language]. Did I miss anything?”
“No. That's exactly right.”
“Then you don't need every part of our system equally. The first lever is [primary engine]. The other two make sure the improvement doesn't leak out somewhere else. Can I show you what that looks like?”
“Your contact, booking, and close rates are healthy. The problem is not what happens after an opportunity arrives. The problem is that there aren't enough predictable opportunities. So the first engine we turn on is demand generation.”
“We use symptom-based video to reach homeowners before they start requesting quotes. That creates new conversations under your name instead of renting the same shared demand everyone else is chasing.”
“You may not have a lead-quality problem. You have two separate leaks: contactability and eligibility. A lead that waits two hours, receives one call, and never gets a text will look like a bad lead even if the original intent was real.”
“Our conversation engine responds immediately, continues the follow-up, and checks territory, project type, ownership, decision-maker status, and timing before your team receives the opportunity.”
“You do not need more leads yet. You are already creating inspections and quotes. The leak is between the quote and the signed contract.”
“We first need to identify whether that is speed, trust, pricing, estimate follow-up, job mix, or sales process. Tracking tells us where the contracts die. Our demand and conversation layers can improve the first impression and follow-up, but I won't pretend marketing alone fixes a broken estimating process.”
“I should not sell you more volume right now. If you cannot inspect or fulfill additional work, more leads create a customer-service problem — not growth.”
“The responsible options are to filter toward fewer, higher-value jobs, throttle demand, build the production plan first, or wait. Which path fits the business?”
“Most contractor marketing is fishing. You wait in the same pond for the small percentage of homeowners already requesting quotes. The moment one raises a hand, every contractor throws a line at them, and the conversation turns into price.”
“We farm demand. We plant the seed with symptom-based content — moisture, cracks, sagging floors, whatever the homeowner already notices but keeps putting off.”
“They may not be ready to call three contractors, but they are willing to ask one question. That question gives us a foot in the door. We answer, follow up, qualify, and request the inspection.”
“Then the inspection, quote, and signed-contract data improve the next round of advertising. Lead vendors sell you fish. We build the farm under your brand.”
Engine 01 — Demand Generation: creates predictable conversations from latent demand. Engine 02 — Conversation Conversion: responds, follows up, qualifies, requests the inspection. Engine 03 — Revenue Intelligence: connects source, inspection, quote, and signed contract. The three compound as outcomes feed the next cycle.
“Let me show this from the homeowner's perspective. They see the symptom, send one message, get an immediate answer, and move naturally toward an inspection. Your team receives the conversation, context, qualification, and source — not a naked form fill.”
“What stands out to you?”
Coach: ask for their interpretation before giving yours. Their words become the value proof.
“At your average signed ticket of [$X], ten contracts represent roughly [$Y] in signed work. Based on your current funnel, that requires approximately [quotes] quotes, [inspections] completed inspections, and [leads] opportunities.”
“If we improve only [constraint metric] from [A] to [B], that adds approximately [X] inspections and [$Y] in potential signed work before we count improvements from the other engines.”
“Does this feel operationally realistic based on your team and market?”
“The target is ten signed customer contracts within six weeks after launch.”
“The total service fee is $8,000. It is split into $3,000 to build and launch the Demand-to-Contract Engine, then the remaining $5,000 after the tenth signed contract is recorded. Your advertising spend is separate.”
“The six weeks start when the system launches — not when you pay. We define the eligible territory, job types, contract reporting, agreed media budget, inspection availability, and client responsibilities in writing so the result is measured cleanly.”
“Money aside, does this solve the problem you came here to fix?”
“Yes, if it actually produces those contracts.”
“Good. Then what concerns would you need resolved before moving forward?”
Dead numbers. Swap this whole beat for rung 1: ten closed jobs in 6 weeks, guaranteed, 10% of the jobs that close, nothing up front. Keep the shape — state it, then ask “money aside, does this solve the problem you came here to fix?”
“Based on the numbers and everything we resolved, do you feel comfortable getting the build started today?”
“Yes. Send me the agreement and invoice.”
“I'm sending them while we're together. Please open both so we can confirm the terms match what we discussed.”
Coach: when they open the payment page, stop pitching. Stay silent and let them complete it.
“Let's not leave this floating. What information will you review, who will be involved, and when can we make a clean yes-or-no decision?”
“I'll review it with my partner. Monday morning works.”
“Good. I'll send the summary now and schedule Monday at 9:00. That call is not another presentation — we'll resolve anything new and make the decision.”
The operating rule: diagnose one primary constraint, compliment what already works, quantify the leak, prescribe the relevant engine first, and close only after the ten-contract target is operationally credible.
Beat 13 — the objection overturn system — is printed in full under Objections below.
/Users/akash/Workspace/Claude/_scratch/deliverables/2026-08-17/demand-to-contract-two-sided-sales-script.html
Why it is stale. Its money section is the retired three-lane prescription — the $15,000 flagship, the 50-appointment core at $2,350 / $6,000 / $6,000 / $8,250, and the paid validation at $1,270 / $1,900 / $1,900 / $2,350. The question spine is not stale at all: it is the best diagnosis sequence St. Pierre has.
Two rules that override everything. Pitch gate: no product, no mechanism, no price until the buyer has stated the problem, the target, what it costs, capacity, who decides, and why now. Six things. If you can't recite them back, you're not ready. Stop rule: ask one question, then stop talking. If you've asked two questions in one breath, you've already lost the answer to the first.
Most discovery calls are booked off a call where the prospect already heard “ten jobs in six weeks” — so they arrive carrying your claim, and that has to be handled in the first fifteen seconds.
“Before we start — I made you a pretty big claim on the phone. Ten jobs in six weeks.
I don't actually know yet whether I can do that for you. That's what today is for. If it turns out I can't, I'll tell you.”
Working for you: they already said they could handle ten. That is a commitment you banked before the call started — play it back at Q1 and again at Q9. Working against you: a big claim to a stranger buys prove-it mode. Unhandled, the hour becomes demo-and-defend and nothing gets diagnosed.
Q1 — default: “When I called you, you told me you could handle ten more jobs in six weeks. What made you say yes to that — what's actually going on with new work right now?”
Q2 — the six facts, in this order: “Before we go anywhere — give me the shape of the business today. You're the owner? How long have you been running it?”
“Roughly what's the business doing a month? And how many jobs is that?”
“Where do those jobs come from today?”
“And what are you spending on marketing right now?”
Why Q1 is not “what made you take this call”. On a cold-booked prospect the honest answer is “you called me and asked.” This version plays their own commitment back and converts your anchor into their problem.
Ask the six facts as one short block, not one at a time — it is orientation, not interrogation, and it takes about ninety seconds. Where it was already answered, confirm, never re-ask: “Application says you're doing about {revenue} a month out of {market} — still right?” Re-asking what they already told you is the fastest way to sound like the last three vendors.
Q3 — always say the second half: “What's the biggest problem with the way that works? Or — what's not working to the level you feel it really could and should be?”
The escape hatch is that second clause. A nineteen-year operator will not describe his own business as having a “biggest problem” — but he will absolutely admit something isn't at the level it should be. Never drop the second half.
If he answers Q3 early — park it: “Got it — let's put a pin in that and come back to it. Just so I've got some context first…” → run the six facts → then come back deliberately: “Okay. Back to what you said earlier about {his words}.”
Parking it gets you the numbers first so the pain has arithmetic behind it, and it builds a gap between the diagnosis and the pressure so the close doesn't feel like an ambush. A pin you never return to is just an interruption.
Q4 — the one place you may stack: “Give me your numbers — what's a job worth, how many do you close in a month, and what's your close rate off a real appointment?”
Q4b — the four that make the label theirs, not yours:
“What have you already done about it?”
“Why do you think you've got this problem in the first place?”
“How long have you been dealing with it?”
“And what would it actually mean for the business if it were solved?”
Q5: “So right now it's {their reality}, it's costing you {their number}, and what you want is {their target} without {the thing they hate}. Did I get that right?”
“How long have you been dealing with it” is the highest-yield of the four and the easiest to skip. An answer measured in years is the strongest reason-to-act-now on the whole call, and it comes from his mouth, not your urgency.
Q4 is a deliberate exception to the stop rule. Three asks in one breath is allowed here and nowhere else, because it is arithmetic, not a probe.
Hard stop at Q5. Do not continue until they confirm or correct it. A vague answer means you missed something at Q3 or Q4 — go back.
“So it sounds like you're stuck in the {villain}.”
Working names: the lead lottery (buying activity, not booked work) · the referral treadmill (every month starts at zero) · the busy-season trap (no time to sell when you're working, no work when you have time) · the black hole (money goes in, nobody can say what came out).
A named problem is portable. “Inconsistent lead flow” is your language and it dies on the call; “the lead lottery” is a thing he repeats to his partner that night, and every time he repeats it he re-sells himself. It also puts you and him on the same side of the table looking at a third party. Invent it from his own words, never from this list.
Recap — his words, back to him: “So you want {his goal}, and the thing in the way is {his blocker}. That fair?”
Relate — normalise it, one line, never a story: “That's the spot most of the {niche} guys I talk to are in.”
Realign — say what happens next: “Okay — I'm clear on where you want to get to. Let's look at where you're at right now.”
The transition out of Label — word for word: “Awesome — is it okay if I give you a couple of thoughts on this?”
Twelve seconds, and it's the difference between a discovery and a deposition. Asking permission before you give a view is what turns the next ten minutes from a pitch into advice he agreed to hear. Do not paraphrase it and do not skip it.
Q6: “What have you already tried to fix this — and what happened?”
Someone who took a cold call about marketing has almost always been burned by one. This is where prove-it mode comes from, and it kills “I tried something like this before” forty minutes early.
Q7: “Say we're on a call like this a year from now, and you're telling me it went great. What do you think that looks like?” Push for the number: “What's the business doing a month in that picture?”
Q7b: “So what do you think is stopping you from already doing that? Why haven't you done it yet?”
Q7c: “If you had a magic wand — what's the one thing you'd change about how marketing or sales works today?”
Q8: “And if it's still like this instead — what does that cost you?”
1 — the year-from-now picture gets his target out of his own mouth, the only target he cannot argue with later. 2 — what's stopping you is the one that does the work; whatever he names is what you build the plan around. If he names something you cannot fix, you found the disqualification early and cheaply. 3 — the magic wand is the safety net, because a wish costs nothing to admit.
Ask one, shut up, let the silence run. These three are where the call is won or lost, and the temptation to fill the pause is strongest exactly here. Q7 then Q8, back to back — Q7 alone is a daydream; Q8 alone is two gates of bad news in a row.
Read Q7's answer as a qualification signal. Smaller than ten jobs in six weeks → they were being polite. Bigger → you're now working their goal and your claim became a step toward it.
Q9: “You told me on the phone you could take ten more in six weeks. Is that real, or was that a good day? Where does it actually break — crew, trucks, scheduling?”
“And who besides you needs to be comfortable with this?”
Q10: “What would you still need to feel certain this works in your business?”
“When you say {their words}, what specifically worries you?”
Hard stop at Q9. If a second decision-maker exists and is not on the call, the goal for the rest of the call changes from “close” to “get both of you on a call with a date.” Say it out loud. Three of the six recorded calls died here.
Never show a price with a concern still open. Answer what Q10 surfaces before you go anywhere near the number.
Move 1 — ask permission before the plan: “I can see exactly where I'd attack this. Want me to walk you through it?”
Move 2 — hand the math back, then stop: “On your numbers — {their ticket} a job at {their close rate} — if this puts {volume} in front of you, that's {their revenue}. You can do that math faster than I can.”
Move 3 — two yeses, then the number, then eight seconds:
“Before we talk money — do you feel this solves the problem we laid out? Why?”
“Money aside, if I got you ten closed jobs in six weeks — is that something you'd want?”
“And if you didn't put money down before the result, are you all in on the plan itself?”
“Can I be straight with you about how the money works?” → then the fee, then silence for eight full seconds.
Move 4 — every objection answer ends by asking again: “So with that handled — do you want me to build this for {company}, or is there something else still sitting there?”
Move 5 — four valid endings: yes · no · dated decision call with the deciding question named · disqualified with a check-back date.
Their ticket, their close rate. Never a borrowed multiple. The eight seconds of silence belong after the price and after the ask — never after a reframe. Silence after a reframe hands them the pen, and they fill it with “let me think about it.”
1 · Reality check: “Before we do paperwork — this works when you answer the phone and when you tell me which jobs actually sold. I'll build it and run it, but those two are yours. You good with that?”
2 · Future-pace: “When the first job closes off this, text me. I genuinely want to know.”
3 · Don't go silent while you fill out paperwork. Dead air is where people re-think.
4 · Name the rail: “It's ACH off an invoice — no cards. It usually takes a day or two to actually land, so don't worry if you don't see it move today.”
war-game-cartridges-script-2026-08-03.html · the script, the ten questions, the ten gates — /01-Projects/St_Pierre_Digital/sales-engine/
Why it is stale. The offer block is “$6,000 for the six weeks, half of that your ad budget, ten closed jobs or the full $6,000 back including the ad money.” Dead. Everything before the money is live craft.
Delivery rule: calm authority, slow down under pressure, and aim for the prospect to speak 70–80% of the discovery. Ask one question, listen, clarify, then continue. Do not stack five questions into one breath.
“Hey {name}, great to connect. How's everything going on your end?”
“I know we only have about 30 minutes, so is it okay if we dive in?”
“I'm not sure yet whether I can help — that's what this call is for. I build and run custom appointment-booking engines for home-service companies. The engine creates demand, responds and follows up instantly, qualifies the opportunity, books it, and tracks what turns into sold work.”
“Here's what I'd like to do today: first understand where the business is now and what you're trying to change; then walk you through how I'd build this around your market; answer anything that's unclear; and, if it makes sense on both sides, decide the next step. Sound fair?”
“Before we start, what made you choose to hop on this call — and why is this important right now?”
If they say they only want information: “Totally. I'll show you exactly what the system does, and you can decide whether it's worth another conversation. Before I give you a generic tour, can I ask a few questions so I show you the parts that actually matter to your business?”
If they jump to price or process: “We'll cover both. I need a little context first so I don't give you a number or a plan that has nothing to do with your situation. What made you start looking now?”
“What exactly are you trying to improve?”
“What's the biggest challenge with the way new work comes in today?”
“What happened recently that made you say, ‘I need to fix this now’?”
“Say we're on a call 12 months from now. What would've had to happen for you to say you crushed it?”
“What's the biggest thing stopping or slowing you down from getting there now?”
“If nothing changes over the next 6 to 12 months, what does that cost you — in missed jobs, idle capacity, or stress?”
Label it only after they have described it: “It sounds like the real problem isn't simply needing more leads. It's {inconsistent demand / slow follow-up / weak qualification / low close rate / no visibility into sold work}. Is that fair, or am I missing it?”
Do not answer for them. Let the silence work.
“How are you getting new jobs today?”
“Which {niche} job types do you most want more of?”
“About how many of those jobs do you close in a normal month?”
“What's a typical sold job worth?”
“What's your close rate from a qualified appointment?”
“Roughly how many qualified opportunities are being missed or wasted each month?”
“So if that's {missed opportunities} × {close rate} × {job value}, are we talking about roughly {monthly cost} a month in work that's slipping through?”
“What does that become over a year if nothing changes?”
“How many additional jobs could the crew handle each month without breaking delivery?”
“What's the target? And is that the real goal, or just the next comfortable number?”
“Who besides you needs to be comfortable with this decision?”
“If you had a magic wand, what's the one thing you'd change about how your marketing or sales process works today?”
Summarize it in their language: “Okay, so right now {their current reality}; it's causing {their stated pain}; and what you want is {their desired result} without {the thing they hate}. Did I get that right?”
Do not pitch until they correct or confirm the summary.
“Where do you think the problem actually sits — not enough demand, slow follow-up, weak qualification, low close rate, or something else?”
“How long have you been trying to solve it?”
“What have you tried so far, and what happened?”
“What would need to change for you to feel confident the business is moving faster?”
“If the right system were running and the crew had the work it could handle, what would be different for you personally?”
“Picture the calendar 6 weeks from now: the right job types are coming in, qualified opportunities are being followed up without you chasing anyone, and you can see which work turns into revenue. What does that let you stop doing?”
“What would having that consistency let you do next — add a crew, protect margin, spend less time watching the phones, or something else?”
Use their answer later. That is the vacation. The ads, bot, CRM, and dashboard are only the plane.
“Based on what you shared — you want {desired result}, but right now {main blocker} is keeping you at {current reality}. I can see exactly where I'd attack it. Want me to walk you through the plan?”
Wait for permission.
“This isn't another lead package. I build and run the whole appointment engine around your company and your market.”
Step 1 — Create demand you own: “First, I build pain-led ads and creative for the exact {niche} jobs you want in {market}. The leads are yours — no shared lead vendors and no waiting around for referrals.”
Step 2 — Respond, qualify, and book: “The moment somebody raises their hand, the engine follows up, qualifies the opportunity against the standards we set together, and books it on your calendar through SMS, email, and your CRM. Your team isn't chasing forms all day.”
Step 3 — Learn from sold jobs: “Then we track what gets quoted and what actually sells. That feedback tells us which messages, job types, and markets to push harder, so the system improves from real revenue instead of cheap-click vanity numbers.”
Proof — use one matched story, then stop.
“This is built from work that has generated more than $5 million in pipeline and 10X–23X returns. The reason I believe it fits what you described is…”
They need predictable foundation/waterproofing growth: “Vesta Foundation Solutions added $717K in 12 months using the AI inbox and one visual operating dashboard.”
They distrust ad economics: “Redeemer's Group turned $43K of ad spend into $676K over 12 months because the system tracked through to sold work, not just leads.”
They think the owner must run the system: “TWF produced $45K in its first 30 days from Messenger without the owner learning the technology.”
Provenance — say it out loud, don't let them assume it. All three of those accounts are foundation & waterproofing businesses. There is no concrete-leveling, curbing, crawl-space-only, drainage, siding or tree-service story in this set. Name the trade: “that's a foundation and waterproofing company, so the ticket is different from yours — what transfers is the mechanism, not the multiple.”
The multiple does not transfer. Redeemer's $43K → $676K is ~15.7×, and that ratio is a function of a ~$15K foundation ticket. At a $3K concrete-leveling ticket the same spend buys the same leads and roughly one fifth of the revenue — so quoting 15.7× to a leveling contractor is arithmetic they can disprove in their head, and it reads as fantasy.
Damaging admission — explain who this will not work for.
“And to be straight with you, this does not work if the team ignores booked opportunities, refuses to report which jobs sold, or doesn't have capacity for more work. I can build and run the engine; I can't make a company answer the phone or fulfill jobs. From what you've told me, is any of that a concern here?”
“For you, that means {connect Step 1 to their demand problem}, {connect Step 2 to their follow-up or booking problem}, and {connect Step 3 to their growth target}. I build it and run it end to end.”
“Does that solve the problem we talked about?”
“How does that compare with what you've tried before?”
“What stands out most?”
If the answer is weak or vague, go back to discovery. Do not force the close over an unresolved problem.
“From everything you've seen, what would you still need to feel certain this could work in your business?”
“When you say {their words}, what specifically worries you about that?”
“Before we talk money, do you feel this solves the problem we laid out?”
“Why do you feel that?”
“Money aside — if I got you 10+ new {niche} jobs in the next 6 weeks, is that something you'd want?” Wait for the yes. Do not talk over it.
“And if the money were structured so my upside only comes from jobs that actually close, are you all in on the plan itself?” Get the second yes.
“Cool. Can I be straight with you about how the money works?” Wait for permission.
[RETIRED PRICE — replace with rung 1] “It's $6,000 for the six weeks. Half of that is your ad budget — it goes into ads running in your market with your name on them. And it's guaranteed: 10 closed jobs in six weeks or you get the full $6,000 back — including the ad money I already spent. So the only way you end up paying is if the jobs closed.”
Say it, then stop. Let them react before you explain the back end.
“The six weeks is the deal on the table. If it does what I'm telling you it does, we talk about what comes next with real numbers in front of us — I'm not going to quote week seven before you've seen week one.”
“The promise is simple: 10 new {niche} jobs in 6 weeks.”
“No shared lead vendors. No depending on referrals. No expensive advertising. I build it and I run it.”
“Based on everything we covered, do you want me to build this for {company}?”
Ask, then stay silent for at least 8 seconds.
If yes: “Perfect. Before anything moves, we'll put the result, included job types, territory, what counts as a new job, and the approved fee structure in writing. Then we'll collect the build inputs and set the kickoff.”
“You made this decision because {repeat their pain} has been costing you {their gap math}, and you want {their vacation}. That's what we're solving.”
“The first wins are clarity and control: we lock the job types and territory, establish the baseline, build the message and qualification rules around your market, connect the calendar and tracking, and show you the complete path before it goes live. Once the access and quality checks pass, we launch and start measuring qualified opportunities and sold jobs.”
If not yet: “Totally fair. What specifically is holding you back — the result, the process, the timing, or the money?”
Isolate the one real blocker, handle it from the objection card, and end with a clear yes, no, or a dated next step. Never leave it at “I'll think about it.” Do not promise a launch date until access and quality checks are complete.
script-library-2026-07-18.md, “Script: Audit / Discovery Call” — /01-Projects/St_Pierre_Digital/sales-engine/ · retired duplicate at audit-discovery-call-script.html (that file is now a pointer that says “do not run a call from this page”)
Two families disagree on the same call. S18 (script-library, July, corrected 14 Aug) closes at $6,000 flat, half of it ad budget, full refund. S19 (call sheet, generated nightly, 17–19 Aug offer of record) closes at $8,000 — $3,000 build, $5,000 after contract ten, ad spend separate, no refund of the $3,000. Both are dead as of 21 Aug. The question flow in both is word-for-word the same.
“$8,000 total. $3,000 to build and launch the engine, and the other $5,000 only comes due after your tenth signed contract is recorded. Ad spend is separate — that's your budget, in your market, with your name on it.” Say it, then stop.
“If we don't get to ten signed contracts in the 6 weeks after launch, the final $5,000 is simply never owed. The $3,000 covers the build — the other five grand only exists if the contracts do.”
“No shared lead vendors. No depending on referrals. I build it and I run it — you don't touch it.”
“Based on everything we covered, do you want me to build this for {company}?”
The second tie-down is worded differently too: “And if the money were structured so the bulk of it only comes due after contracts actually sign, are you all in on the plan itself?”
Its own rules, now dead: no ladder under this offer · if they quote “$0 down” from an ad, that is the 3-day free trial, last resort, never volunteered · never offer a refund of the $3,000 · never fold ad spend into the fee · never invent week-seven or renewal terms. A signed contract = an eligible homeowner agreement executed and recorded in the CRM; the 6-week clock starts at launch, not at payment.
The memorised spine printed on the sheet: Why now? → What's happening today? → Biggest problem? → How long? → What tried? → What is it costing? → What if nothing changes? → What changes if fixed? → Who decides? → Money aside, does this solve it — and why?
call-sheet-today.html, “Audit / discovery call” — /01-Projects/St_Pierre_Digital/sales-engine/ · regenerated nightly by generate_call_sheet.py
Entirely retired. The six-rung ladder was replaced by diagnose-and-prescribe, and then by the two-rung offer. Every dollar figure below is dead. Rungs 1–4 of the tie-down (before the money) are what to keep.
1 · Tie-down: “Money aside — if I got you 10+ new {niche} jobs in the next 6 weeks, is that something you'd want?” Wait for the yes. Don't talk over it.
2 · Second yes / permission: “And if I could show you exactly how that works without you risking anything — worth a few minutes?”
3 · Pitch the mechanism: “Here's the deal — I build it, I run it, you don't touch it. No lead vendors, no depending on referrals, no expensive advertising.”
4 · Find everyone in the room, before any number: “Anyone else in on this call with you?”
5 · Rung 1 — the price: “It's $6,000 for six weeks. Half of that — $3,000 — is your ad budget. That's about $71 a day running in your market with your name on it.”
6 · Rung 2 — the guarantee: “Ten closed jobs in six weeks or you get the full amount back, ad spend included. The guarantee covers the full six weeks — it starts when the six weeks do.” The release is the close.
7 · Rung 3 — paid in full: “If you pay it in full, it's $5,500.”
8 · Rung 4 — three payments: “Three payments of $2,000, one every two weeks. Each one is $1,000 ad spend and $1,000 professional service fee. The idea is the first stretch pays for the next one.” Say that last line as intent. Never do the arithmetic out loud.
9 · Rung 5 — more payments if he needs them. Split it smaller, same total.
10 · Rung 6 — the three-day free trial. Last resort only, after every rung above has been refused.
Two definitions said word for word. A closed job = a signed contract or an accepted quote, recorded by the contractor pressing the button in the client portal, reconciled monthly. Week seven: “Six weeks is the deal on the table. I'm not going to quote you week seven before you've seen week one.” That week-seven line is the one thing here still worth saying.
| Lane | Say it like this |
|---|---|
| The anchor always open here | “This is a six-week program. Our flagship target is $100,000 in eligible signed work. I won't recommend it unless your ticket, capacity and response process make the math credible.” |
| Flagship 6 wks · $15,000 | “$15,000 total, and your advertising is included in that — nothing on top. $6,000 to build and launch it, then $9,000 after $100,000 in eligible signed work is recorded.” |
| Core 50 appointments | “Fifty qualified booked appointments over six weeks, advertising included.” $2,350 leveling · $6,000 flatwork · $6,000 waterproofing · $8,250 foundation. |
| Paid validation 7 days · 10 appts | “Ten prepaid qualified booked appointments, delivered inside seven days from launch.” $1,270 leveling · $1,900 flatwork · $1,900 waterproofing · $2,350 foundation. |
Two rules from that era that survived into the current offer: at most 3 live trials at once, and sell flatwork and waterproofing before foundation repair until a clean cohort books above 60%.
REP-OS-PLAYBOOK.html script 3 · war-game-cartridges-script-2026-08-03.html section 13 — /01-Projects/St_Pierre_Digital/sales-engine/
+5 minutes: one call. +15 minutes:
“{first} — had you down for {time} and I'm holding the {market} numbers. Want {optionA} or {optionB} instead?”
Rail 2 version: “Hey {first}, I had you down for {time}. Want {time A} or {time B} instead?”
One reschedule max. Second no-show → log demo no-show ×2 — parked with a dated follow-up. No third chase.
Track it: every demo carries booked date, held date, booking-to-demo delay, confirmation replies, proof asset sent/viewed, and outcome. Read show rate against booking delay first — delay is usually the lever.
outbound-script-pack-2026-08-20.md §1.9, §2.10 · cold-call-playbook-v3 §12b — /01-Projects/StPierre-GTM/
“Hey John, it's Alex — we were set for {time}, figured something came up. No stress at all.”
“Your preview's still live — it's your real ad and booking bot in your market, not a template. Want to grab 15 minutes today or tomorrow so I can actually walk you through it?”
“I've got {day} afternoon or {day} morning — which one? I'll put it right back on both our calendars.”
They rebook: “Done — sending the invite now, accept it real quick so it holds. Talk {day}.”
They go cold (“eh, I'm not sure anymore”): isolate, don't push. “Totally fair — is it a timing thing or a does-this-actually-work thing?” Soft no: “Want me to keep your preview on file, or close it out?”
No answer: double-dial first, then text — “Hey John, Alex — looks like we missed each other. Still want 10+ new {niche} jobs in 6 weeks? Reply and I'll get you rescheduled — your preview's ready to go.” ← the stale line
“missed you just now, {first} — no stress, things come up. grab a new time here: {booking link}”
“i'll hold your spot either way — what happened earlier?”
“here's the link again so you don't have to dig: {booking link} — whenever works, i'll make it fit.”
“Sorry, I got slammed” — “Happens to everyone — that's kind of the point of this, right? Let's grab 15 minutes when it's quieter. Today or tomorrow?”
“I don't think I have time for this right now” — “That's exactly who this is for — I build it and I run it, you don't touch it. Fifteen minutes to see it, then you decide.”
Silence on every channel: keep the build on file 30 days, drop to the reactivation lane. No guilt text, ever.
Hey Joe, it's Alex — we were set for two o'clock, figured something came up. No stress at all.
Ah, man. Yeah — pour ran long, I'm still on site.
Happens to everyone — that's kind of the point of this, right? Your preview's still live, your real ad and booking bot for Boise. Want to grab 15 minutes tomorrow when it's quieter?
Tomorrow's better. Morning.
Eight-thirty or ten?
Ten.
Done — it's back on both our calendars. Accept the invite when it lands so it holds. Go finish your pour.
script-library-2026-07-18.md · REP-OS-PLAYBOOK.html script 4 · war-game Part 1, script 10 — /01-Projects/St_Pierre_Digital/sales-engine/
| When | Action | Text |
|---|---|---|
| Day 2 | Call once | “Still open to a quick look? Morning or afternoon better?” |
| Day 4 | Call once | “You still up for a quick call? Yes or no is fine.” |
| Day 7 | 15-sec voice note | “Hey {first}, Alex here. Just tell me a good time and I'll try you then.” |
| Day 10 | Call once | “Want me to keep this open or circle back another time?” |
| Day 14 | Exit | “I'll leave it here. If you want to revisit it later, text me — Alex.” |
Immediately after a missed dial: “Just tried you — Alex, the one who texted about your website. {oneLineReason}. What's a better time — later today or tomorrow?”
+24h: “Following up from yesterday — totally get it if the timing's off. When's better this week?”
+48h: “Last one from me — don't want to bug you. If more leveling work ever makes sense, text me here. — Alex”
Caps: max 2 call attempts per contact per day, max 3 texts in this pairing. Then park with a date. A reply at any point re-enters at the call step. STOP ends everything instantly.
Fit, next step agreed: “Good talking. I have you down for {service area}, {job types}, and {named caller} handling follow-up. Next step is {exact next step} by {date/time}.”
Not ready, real later date: “Makes sense. I'll circle back {specific date}. If anything changes before then, text me here.”
Not a fit: “Thanks for the time. It doesn't look like the right fit based on {capacity/service area/follow-up}. I'll leave it here.”
outbound-script-pack-2026-08-20.md §2.8, §2.9, §2.12 · inbound-conversation-framework-2026-08-21.md, Branch A/B — /01-Projects/StPierre-GTM/
The phone number is the only field we needed. Silence is not a no. Day 1 the first text · Day 2 “still want me to give you a quick call? two minutes.” · Day 3 call anyway — they applied to us, this is not a cold dial · Day 5 one call, then a 15-second voice note · Day 8 “I'll leave it here. If it ever gets useful, text me — Alex.” Then park with a date.
Phone opener when they never replied: “Hey {first}, it's Alex — you filled in a form on my site. Thirty seconds, then you tell me if it's relevant?”
Never chase with a closing question. “Should I close this out?” kills the thread.
/Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/inbound-conversation-framework-2026-08-21.md, Branch A
Why it is stale. The isolation line quotes “10+ new jobs in the next 6 weeks” with no 10%-of-closed-jobs mechanic behind it. The three-beat structure — temperature, isolate, book — is the point.
“Hey Todd, it's Alex with stpierre.ai. You put in a request a bit back about getting more {niche} jobs — I never got you on to actually walk it through. You got two minutes?”
“Where'd your head land on it — leaning yes, leaning no, or stuck on something?”
Let them talk. Whatever they say points you to the right branch.
“Got it. If the money and the timing weren't the issue — is getting 10+ new jobs in the next 6 weeks something you'd actually want?”
“Let's not leave this floating. I'll build you a quick preview — your actual ad and booking bot in your market, not a template. I've got {day} morning or {day} afternoon — which works? I'll put it on both our calendars right now.”
Set it while you're on the phone. Sending a link after the call is where these die.
script-library-2026-07-18.md §2 · call-sheet-today.html band 4 · REP-OS-PLAYBOOK.html script 5 — /01-Projects/St_Pierre_Digital/sales-engine/
Why it is stale. Its give is the 7-Ad Blueprint, and its money world is the $6,000 offer. The give-not-chase principle and the decision-call wording are both keepers.
Trigger: the call ended on a dated decision or a maybe — never on “I'll think about it”, which gets isolated on the call itself.
SMS · same day: “good talking today, {first}. here's the 7-Ad Blueprint — the exact ads we'd run for your {niche} jobs: {blueprint link}”
SMS · day 2: “start with ad #1 — that's the one that fills the calendar fastest. which of the 7 feels most like your market?”
SMS · day 5: “ready to move when you are — here's the link again so you don't have to dig for it: {booking link}. No lead vendors. No depending on referrals.”
“Hey {first}, it's Alex — you said {day} was when you'd know. Where'd it land?”
Hedging → isolate once: “Is it the money, the timing, or whether it'll actually book you jobs? Let's name the real one.”
Still floating → a real exit beats a fake maybe: “Want me to keep your file open, or close it out? Either answer's fine — floating helps neither of us.”
“We're in. What's next?” Straight to kickoff. Confirm the rail on this call: ACH off an invoice, no cards.
“Partner's not sold.” — “What's their sticking point — money, or whether it works? Let's get the three of us on for fifteen minutes so they hear it straight.”
“We went another direction.” — “Good — how's it actually booking you jobs? No harm keeping your file open. If it's shared leads, you'll want this number in six weeks.” Clean close-out, check-back date set.
war-game-cartridges-script-2026-08-03.html · Part 3, script 15 — /01-Projects/St_Pierre_Digital/sales-engine/
Gap, stated plainly. Nothing in the StPierre-GTM family writes a reactivation call. If you dial a dormant lead today, run S27's beats and swap the offer line for rung 1: “ten closed jobs in 6 weeks, guaranteed — you only pay 10% of the jobs that close.”
“Hey John, it's Alex with stpierre.ai — you looked at getting more {niche} jobs a while back. Not chasing you, just checking if the timing's better now than it was.”
“Where's your head at on it these days — still on the radar, or did you go a different direction?”
“Nothing's changed on my end — still no lead vendors, no depending on referrals, no expensive advertising. Want me to keep your file open, or should I close it out?”
Timing's better now: roll straight into the fit gate and book. “Perfect — let me ask you two quick things and if it's still a fit I'll build you a preview.”
Still a no: don't push. “No sweat — I'll keep your file open in case timing changes. You know where I am.”
No answer: the competitor-callback voicemail, 17 words, curiosity not desperation — “Hey John, Alex with stpierre.ai — quick question about your {niche} jobs, give me a ring back.”
“I went with someone else” — “Good — how's it actually booking you jobs? If it's shared leads or you're waiting on referrals, that's the exact trap this replaces. No harm keeping your file open.”
“I forgot who you were” — “All good — stpierre.ai, we put 10+ new {niche} jobs on your calendar in 6 weeks. You raised your hand a while back. Worth two minutes to see if it still fits?”
Roughly 10–15% of dead leads re-open when you touch them. (That figure is from the source material, not St. Pierre's own numbers — unverified.)
“Hey Rick, it's Alex with stpierre.ai — circling back. You and I talked a while back about getting {company} more {niche} jobs. Is that still something you want, or did you get it handled?”
Goal: find out if it is still live, then set a call. The sheet ranks the warm list by how far each one got — paid once, then pitched, then booked — and inside each of those by most recent conversation.
script-library-2026-07-18.md · war-game Part 3, script 17 · call-sheet-today.html band 5 + warm list — /01-Projects/St_Pierre_Digital/sales-engine/
Fit, next step agreed: “Good talking. I have you down for {service area}, {job types}, and {named caller} handling follow-up. Next step is {exact next step} by {date/time}.”
Cleared request ready for handoff: “I have a {ZIP} {project type} request that matches what we agreed on. Can {named caller} make the first attempt within five minutes and report the outcome? Reply SEND or PASS.”
Receipt confirmation: “Assigned to {company} at {time}. Please reply RECEIVED now, then CONTACTED / BOOKED / QUOTED / WON / LOST as it moves. If nobody can call within five minutes, reply PASS so I can protect the homeowner experience. STOP to opt out.”
Before any homeowner moves: transfer permission verified · ZIP and project type match · the contractor names the caller · five-minute first-attempt SLA accepted · receipt confirmation required · they agree to report contacted, booked, quoted, won/lost and contract value · exclusivity and expiration documented · no homeowner sent anywhere else simultaneously. Never expose homeowner identity before the handoff is cleared.
outbound-script-pack-2026-08-20.md §2.12 · cold-call-playbook-v3 §11, §14 — /01-Projects/StPierre-GTM/
Why it is stale. Its cold-feet answer re-anchors on “half the six thousand is your ad budget”. Also flagged in its own source as never run on a real deal.
“Welcome aboard, John. Today's simple — we're just getting your engine live. I'll confirm a couple things, tell you what happens next, and then I build.”
“First, let me lock your setup: what city and area are we covering? How many extra {niche} jobs a week can you take on? And which job types do you want first?”
“Here's what happens: I build your engine, then jobs start showing up on your calendar. You don't run ads, you don't chase leads — I handle all of it. And I've got ten closed jobs riding on it — so I'm as motivated as you are.”
“A closed job is a signed contract or an accepted quote. You press the button in your portal when one lands, and we reconcile it monthly.”
“I'll text you the dashboard link so you can see everything in one place. Let's set a quick check-in for {day} to make sure it's flowing. That work?”
Cold feet: re-anchor the risk, don't re-sell. “Totally normal to feel that — but the risk sits on my side. [RETIRED: half the six thousand is your ad budget, and if you don't have ten closed jobs in six weeks you get the full amount back, including the ad spend.] The guarantee covers the full six weeks — it starts when the six weeks do.” Then straight back to collecting inputs.
“How soon will I see jobs?” — “You'll see leads and booked estimates as the engine ramps, and I'll keep you posted at every step — no black box.” Never name a specific day count. Do not promise a launch date until access and quality checks pass.
“What do you need from me?” — “Almost nothing — your area, your job types, and to answer the phone when a job comes in. I run the rest.”
Can't give inputs now: “No problem — I just need your area and your job types. Text those to me by {day}? I'll start the rest.” Hard deadline, inputs flagged pending.
script-library-2026-07-18.md, “Script: Kickoff” · war-game Part 3, script 16 · REP-OS-PLAYBOOK.html script 7 — /01-Projects/St_Pierre_Digital/sales-engine/
Confirm before you hang up: service area · priority job types · monthly capacity · decision-maker · tracking access · approved result definition · the approved fee. Do not promise a launch date until access and quality checks are complete.
script-library-2026-07-18.md §10 · audit-discovery-call-script.html (retired) — /01-Projects/St_Pierre_Digital/sales-engine/
The one rule under all five versions. Every objection is a question (they need info) or a fear (they need reassurance). Figure out which before you answer. Two or three sentences, then stop. The golden move: isolate — “If money and timing weren't the issue, would you do this?” A yes means it was never a real no; there is one blocker, name it and clear it.
“Not interested” — “Totally fair. Is it that you're already full, or that this sounds like another marketing pitch?” → “That's why I'm offering the redacted homeowner proof first. You can judge the demand without buying anything. Worth ten minutes?”
“We have enough leads” — “Good. Do you want more volume, better-fit jobs, coverage for slow weeks, or none of those?” Exit on none.
“How do I know they're real?” — “You shouldn't take my word for it. The demo shows the market page, timestamped conversation, ZIP, project, and delivery state with the homeowner identity redacted. If we trial one, the full record moves only after both transfer gates pass.”
“Just send me the lead” — “I will once we verify service area, capacity, the named caller, and transfer permission. Ten minutes protects the homeowner and keeps me from handing you a bad-fit job.”
“How much?” — “Nothing up front. You pay 10% of the jobs that actually close, and I guarantee ten of them in 6 weeks. First I need to show you the live demand and confirm your team can work it.”
“I only pay per lead / commission” — “That's exactly how this works. Ten closed jobs in the next 6 weeks, guaranteed, and you pay 10% of the jobs that actually close. Nothing before that.”
“I got burned by an agency” — “What broke — lead quality, slow response, no booked estimates, weak closing, or no visibility?” → “The demo and trial isolate those stages. You will see the homeowner conversation and both sides' execution before a paid decision.”
“I need to talk to my partner” — “Makes sense. Is this a decision you two make together, or are you keeping them posted?”
“We're too busy” — “Then more work may be the wrong outcome. Would better-fit projects or a future dated callback help, or should I close it?”
“Is this AI?” — “You're speaking with Alex. We use automation to handle homeowner conversations and delivery, but the product is qualified demand and an accountable handoff.”
“Send information” — “I can send the redacted proof. Text or email — and when should I call back for your reaction?”
“How much?” is always safe now because rung 1 has no price. Anything past it — the prepaid trial, setup, the flagship — comes from the offer card exactly, on the demo, never improvised on a cold call.
Partner branch. Joint decision → book both inside 48h with proof sent ahead. Never accept a vague “I'll run it by them” as a next step, and never use a deposit or manufactured urgency to force a one-person decision.
“I only pay per lead” is no longer an objection. It is the ask. Do not talk them out of it and do not step down to the prepaid trial when they have just agreed to the better rung.
| Concern heard | Send before the demo |
|---|---|
| “Burned by an agency” / trust | Redacted homeowner conversation + the delivery and disposition flow |
| “Leads are junk” / quality | A qualification record showing the phone, ZIP, project and consent gates a lead passes |
| “Is this real?” / skepticism | The live market page + one timestamped redacted conversation |
Open the demo with “What stood out?” — the asset does the pre-selling and their reaction steers the ten minutes.
cold-call-playbook-v3-live-demand-2026-08-17.md §16, §16b · outbound-script-pack-2026-08-20.md §1.11, §1.12 — /01-Projects/StPierre-GTM/
“How does it work?” — “I run the page, qualify the appointment requests, and book them onto one local contractor's calendar. Ten closed jobs in 6 weeks, guaranteed, and you only pay 10% of the jobs that close. Mind if I call you for two minutes and explain the handoff?”
“How much?” — “Nothing up front — you pay 10% of the jobs that actually close, and I guarantee ten of them in 6 weeks. Mind if I call you for two minutes and walk you through how that works?”
“Send me info.” — “I can. The short version is ten closed jobs in 6 weeks, guaranteed, and you only pay 10% of the ones that close. What would be most useful — the page, how the handoff works, or the tracking?”
“Are these exclusive?” — “The plan is one contractor per market. I first need to make sure the service area, capacity, and follow-up are a fit. Mind if I call you for two minutes?”
“Are these real?” — “You shouldn't take my word for it. Before we ever go deep I'll send you short videos of the page, the qualification flow, and a redacted homeowner conversation. Mind if I call you for two minutes first?”
“I already have marketing / enough leads.” — “Makes sense. Are you completely full, or would better-fit leveling jobs still be useful?”
“I need to ask my partner.” — “Makes sense. Do you both decide on this? If so, let's get both of you on the call so nobody has to relay it.”
“Not interested.” — “no problem, i'll leave it here.”
Do not text deposit mechanics or invent terms. Terms live on the close call, from the current approved offer card.
/Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/outbound-script-pack-2026-08-20.md §2.4
Why it is stale. Nearly every answer references $6,000 or the guarantee-with-refund. The shape of each answer — agree, diagnose, hand back their own number — is what to keep.
| They say | You say |
|---|---|
| “$6,000 is a lot.” | “It is. So let's check it against your own numbers — you told me you're losing about {monthly cost} a month right now. At {job value} a job, six grand is what, half a job? And three of it isn't even mine, it's your ad spend. So which part's the problem — the number, or whether it'll actually produce?” |
| “How do I know I'll get the 10 jobs?” | “You don't, on my word. That's the whole reason the guarantee exists. If you don't hit ten closed jobs in six weeks, you get all $6,000 back — and I'm out the $3,000 I already spent on your ads. I'm not asking you to trust me. I'm asking you to look at who's holding the risk.” |
| “Let me think about it.” | “You can absolutely take a couple of weeks. But those weeks cost about {monthly cost}, because that's what the gap runs you every month it stays open. So it isn't six thousand versus nothing — it's {monthly cost} a month to wait, against six thousand once. Which do you want?” {monthly cost} must be his number. No number, no line. |
| “How much does it cost?” (early) | “Depends on your area and how many jobs you can take. Ten minutes on the phone and I'll give you a straight number — what's good today?” Word for word. Never in writing, never before discovery. |
| “We already do marketing / have someone” | “Good — what's it actually booking you right now? Most guys I talk to are paying for shared leads or waiting on referrals, and that's the exact trap this replaces. No lead vendors, no referrals, and I don't sell your leads to anybody else.” |
| “Bad experience with agencies before” | “Yeah, I hear that a lot — what specifically went wrong last time? Nine times out of ten they took a retainer up front and you carried all the risk. I flipped that — the fee is flat, half of it is your ad budget, and the guarantee carries the risk: ten closed jobs in six weeks or you get the full amount back, ad spend included. If it doesn't produce, I don't keep a dollar.” |
| “Sounds too good to be true / what's the catch” | “Fair — here's the catch: I put my own money on the line with the guarantee, so I only take guys I'm sure I can get results for. That's why there's a fit call, not a sign-up button.” |
| “I don't have time for this” | “That's kind of the point — you're the bottleneck right now. I build it and I run it, you don't touch it. About 15 minutes to get set up, then jobs just show up.” |
| “Just send me some info” | “I've got all of it right here — what's the one thing you actually want to know? Faster if I answer it now than you digging through a PDF Thursday.” Sending info stalls the close ~80% of the time. |
| “I need to talk to my partner” | “Makes sense — is it a money thing for them, or a does-this-actually-work thing? Let's get them the same answer I gave you so it's not a game of telephone.” Catch this before price: “Anyone else in on this call with you?”, every single time. |
| “We're slammed / it's busy season” | “Perfect time actually — you want the pipeline full for when it slows down, not scrambling then. This runs in the background, you don't lift a finger. Want me to set it up now so it's working when you need it?” |
| “Can I just pay the $3,000 and run my own ads?” | “No, and here's why — the ad spend is how I control whether you hit ten. If I'm guaranteeing the number, I need my hands on the thing that produces it. Same reason I don't guarantee results on somebody else's ad account.” |
| “What happens after the six weeks?” | “Six weeks is the deal on the table. I'm not going to quote you week seven before you've seen week one.” |
| “What if I get 8 jobs, not 10?” | Unruled — do not improvise a partial-refund rule live. “Ten's the number I'm putting my money on. If we're at eight I'd rather talk about that with real results in front of us than guess at it now.” |
| Gone quiet mid-call | Silence is a tool. Ask the question, then shut up 8+ full seconds. Most people cave and fill it. Don't rescue it. |
Banned answers — these existed in older tables and are dead. “I take a cut of the work this closes” · “you don't pay me till it's putting real jobs on your calendar” · “I get paid a percentage of jobs that close” (all three were false in the $6,000 era — note that the 21 Aug ruling makes the third one true again). Also dead: the retired three-month window, the $1 start, the $1,000 deposit, pay-per-inspection, “no expensive advertising”, and the whole six-rung money ladder.
war-game-cartridges-script-2026-08-03.html · Part 2, the objection module — merged 13 Aug from the demo-led card, the script-bank glance card, the cold-call table and the LEAD2CLOSE module
Already do marketing / have someone — “Good — what's it actually booking you? Most guys are paying for shared leads or waiting on referrals — that's the trap this replaces. No lead vendors, no referrals, and if it doesn't close ten jobs you get every dollar back.”
Bad experience with agencies before — “What specifically went wrong last time? Usually they got paid whether the phone rang or not. I don't — ten closed jobs in six weeks or you get every dollar back, including the ad money I already spent.”
No time for this — “That's the point — you're the bottleneck. I build it and run it, you don't touch it. 15 minutes to set up, then jobs just show up.”
Just send me info — “Got it all right here — what's the one thing you'd want to know? Faster if I walk you through it for two minutes than you digging through a PDF later.”
How much does it cost? (early) — “Depends what you're trying to hit — price with no context always sounds like too much. What I can tell you now: you only pay if it works — ten closed jobs in six weeks or you get every dollar back, ad money included. I'll put a real number on it once I've seen your market. What made you reach out today?”
Too good to be true / what's the catch — “Here's the catch: I refund the ad money too, so I only take guys I'm sure I can get results for. That's why there's a fit call, not a sign-up button. Risk sits with me.”
Need to think about it — “Totally — what specifically? Money, timing, or whether it'll actually book jobs? Let's name the real one so you're not sitting on it all week.”
Slammed / busy season — “Perfect time — you want the pipeline full for when it slows, not scrambling then. Runs in the background, you don't lift a finger. Set it up now so it's working when you need it?”
Talk to my partner — “Is it a money thing for them or a does-it-work thing? Let's get them the same answer so it's not telephone.”
Dodging the next call IS an objection — handle it, don't let it slide.
Two backstops from the longer card: “Talk to my partner” should have been caught pre-call — always ask who else is in on the decision. And when nobody's talking: ask the question, then shut up 8+ full seconds. Don't rescue it.
call-sheet-today.html, objection card · script-library-2026-07-18.md §1 — /01-Projects/St_Pierre_Digital/sales-engine/
The objection they say first is often not the objection you need to solve. Restore conviction before discussing timing, cash, or terms.
“Let me think about it.”
“Totally fair. Before you do, can I ask one question so I know whether there's anything useful I can clarify?”
“Money and timing aside for a moment, do you believe the [system] can solve the problem we laid out and move you toward {their outcome}?”
“Yes, I do.”
“What specifically gives you that confidence?”
“Okay. Considering that, what's coming up for you about moving forward today — just so I can help?”
Coach: the reveal may take two or three patient questions. Do not turn it into an interrogation. If they cannot explain why the mechanism fits, return to clarity instead of pushing the close.
“Then we should not talk about payment yet. Which part is uncertain — the way we create demand, the way conversations become inspections, the tracking to signed contracts, or whether your team can execute the handoff?”
Coach: a clarity problem needs explanation or proof. Pressure never repairs missing conviction.
“It may be. Let me separate two things so I answer the right concern: do you literally not have the {amount} available, or is it available and you feel uncomfortable risking it before you've seen the outcome?”
Coach: no cash → date the real constraint and stop pressuring. Cash available but afraid → diagnose proof, trust, and risk. Do not discuss a payment plan unless a written, approved option exists.
“Understood. Money aside, is this still the plan you would choose if the cash were available?” → “Then let's not pretend this is a persuasion problem. When is the money genuinely available, what needs to happen before then, and when should we make a clean yes-or-no decision?”
“That makes sense. Which risk feels largest: that the mechanism won't create opportunities, that your team won't convert them, or that you won't be able to see what happened?”
“What proof or condition would let you judge that risk responsibly?”
“That makes your hesitation rational. It sounds like the real fear is not spending the money — it is spending it and staying blind. That is why we define the funnel, connect the CRM, show every stage, and do not earn the back end until the result lands.”
“That can be a good structure. What do you own at the end — the ads, conversations, tracking, data, and follow-up system — or are you paying the percentage for as long as they send work?”
“If you want the lowest-risk way to test a few leads, their offer may be better. If you want an owned acquisition system that compounds under your brand, that is what ours is pricing.”
“Of course. Before you do, where are you personally — do you believe this is the right move, or are there concerns of your own we still need to resolve?”
“Let's bring them into a short decision call instead of making you relay the whole presentation. What time can all three of us speak?”
“You should not trust a promise by itself. Judge the personalized demo, the real funnel math, the tracking, the written terms, and the contractor results I can show you. Which proof would help you make the decision?”
“That is the right concern to name. Do you believe the system can create the opportunity? Do you believe your team can own the human handoff, inspection, quote, and follow-up? And are you prepared to meet the plan halfway by doing those pieces consistently?”
Coach: if any answer is no, repair the operating plan or disqualify. Do not manufacture certainty.
“That is exactly where the conversation engine matters most. It handles the immediate response, follow-up, fit questions, and inspection request. Your team receives context instead of starting cold. We still need to define who owns the human handoff and inspection confirmation.”
“When you say garbage, do you mean nobody answers — or they answer and are outside your territory, scope, ticket, or decision criteria?”
Coach: route contactability to automation. Route eligibility to qualification rules. Never answer both with a generic quality claim.
“Then we should not promise volume blindly. We can narrow job type, territory, schedule, or pace — but if the team cannot support ten contracts, this offer is not the right fit today.”
“Considering all of that, how do you think we should move forward?”
“Let's do it.”
“Are you sure? You don't have to. I want the decision to feel clear when we hang up.”
Coach: use the detached second confirmation only after a close that required objection loops. If they were ready immediately, let them buy.
Weekly roleplay scenarios: fear/risk · cash unavailable · cash available but uncomfortable. Score every sequence: did the rep diffuse tension, reconfirm fit, make conviction specific, reveal the real issue, and close cleanly? Capture after the call: stated objection · underlying objection · conviction reconfirmed · payment constraint · double-confirmed · final outcome. Certification rule: pass on tone, patience and diagnosis — not merely reciting the lines.
/Users/akash/Workspace/Claude/_scratch/deliverables/2026-08-17/demand-to-contract-two-sided-sales-script.html · beat 13
“Hey — who owns new business or estimates there? I have live concrete-leveling demand in {city / ZIP} and I'm matching it to one local operator. Who should I speak with?”
If pressed: “Alex with St. Pierre. This is not a homeowner quote request. I want to show the owner the redacted demand first and see whether the crew can respond fast enough.”
“{first}, Alex with St. Pierre. I have live homeowner demand for {projectType} in {market} and I'm looking for the local operator who can handle it. I'll send the redacted context by email. My number is {phone}.”
“{first}, Alex with St. Pierre again. The {market} page produced {verifiedCount} qualified homeowner conversations in {verifiedWindow}. I'm not selling the names around — I want one responsive contractor. If that could be you, call me at {phone}.”
Two voicemails maximum. Keep the evidence in email; voicemail creates recognition.
Subject: {projectType} in {market}
“{first} — we generated {verifiedCount} qualified homeowner conversations for {projectType} in {market} over {verifiedWindow}.
I'm matching the demand to one local operator who can respond fast and tell me what happened with each one.
Want the redacted proof? Reply yes with the best number.
Alex — St. Pierre. Reply no and I will close it out.”
Use only verified counts. If inventory is proof-only, do not say a lead is waiting.
“Just tried you — Alex with St. Pierre. {oneLineReason}. Want me to try {laterToday} or tomorrow?”
Prior repliers or permission given on a call only. True cold no-answers stay voicemail + email. The cold-SMS gate is untouched. Alex on every rail, including the warm EyeFly list — never a second name inside one thread.
“Hey {first} — Alex with St. Pierre. Here's the redacted {market} homeowner proof you asked for: {ownedLink}. No homeowner identity is exposed. I'll call at {callbackTime}. Reply STOP to opt out.”
cold-call-playbook-v3-live-demand-2026-08-17.md §10, §11 · outbound-script-pack-2026-08-20.md §1.10 — /01-Projects/StPierre-GTM/
“Hey {name}, Alex with stpierre.ai — you asked about getting more foundation and waterproofing jobs with no lead vendors and no referrals. Call me back at (414) 308-5477, or I'll try you again later today.”
“Hi, this is Alex for {name} — they put in a request about booking more jobs for the business. Are they around for a quick two minutes?”
“Hey {name}, Alex from stpierre.ai. You applied about getting 10+ new jobs in 6 weeks — got 2 min for a quick call today? (Reply STOP to opt out.)”
“Hi, this is Alex — could you help me out for a moment?” Wait for the yes.
“Appreciate it. We build and run appointment engines for {niche} companies — new jobs land on the calendar without buying shared leads or waiting on referrals. I'd like to build them a free preview so they can actually see it working in {market}. Costs them nothing. Who'd be the best person to talk to about that?”
“What's this about?” — “Fair. Two sentences: we put new {niche} jobs on their calendar, and I'll build a free preview so they can see it before deciding anything. That's the whole thing.”
“He's out on a job” — “Course he is — that's a good sign. When's he usually back at a desk, and is this the best number or does he have a cell he actually answers?”
“We're not interested” — “Totally fair — can I ask one thing so I don't bug you again? Is it that the schedule's full, or that you've been burned by marketing calls before?” One question, then let it go.
“Send something over” — “Will do — what's the best email? And just so it doesn't die in the inbox, what's his name so I can address it right?” A name and an email is a won gatekeeper call.
Inbound lead (they applied) — 17 words: “Hey {first}, Alex with stpierre.ai — quick question about your {niche} jobs, give me a ring back.”
Cold VM 1 — ~15 seconds, context only: “{first}, it's Alex with stpierre.ai. I run the {niche} page here in {city} — I've got a homeowner asking for a quote and nowhere to send them. My number's {phone}. Again, Alex, {phone}.”
Cold VM 2 — ~30 seconds, context + proof: “{first}, Alex again, stpierre.ai. I run {niche} ads in {city} — about {honest weekly number} homeowners a week come through and one crew can't take them all. I'll send the next one your way free if you want it. {phone}. Again, Alex, {phone}.”
After every dial that doesn't connect — one text inside 5 minutes: “just tried you — alex. {niche} homeowners in {city} asking for quotes. want me to send you the next one?”
The rules: double-dial before any voicemail — call, hang up, call right back. VM on the second miss. Two voicemails ever, then stop. No pitch in a voicemail — a pitch gets it deleted. A voicemail roughly doubles the reply rate on any text or email you send after it, which is most of what it's for.
call-sheet-today.html per-disposition micro-scripts · war-game Part 1, scripts 4–5 — /01-Projects/St_Pierre_Digital/sales-engine/
“sorry about that! we won't message you again unless you reach out”
If the provider already sent its own STOP confirmation, send nothing at all.
Real identity always · no fake scarcity or invented deadlines · no invented inventory or borrowed results · price improvisation never (offer card only) · no deposit pressure on absent partners · homeowner identity never exposed pre-clearance · cold SMS to scraped lists stays OFF · nothing automated sends without Akash's written go.
outbound-script-pack-2026-08-20.md, standing prohibitions · war-game Part 3, script 18 · cold-call-playbook-v3 §21
The consensus winner across all eight ingested videos. It flips who's being evaluated: he qualifies for you.
“Hey {first} — Alex St. Pierre. We talked a while back when I was on the EyeFly side. Quick one — can you take ten-ish more leveling jobs over the next six weeks, or are you booked solid? Say stop and I'm gone.”
“Curious if you're still looking to add more flatwork jobs or if you're booked out right now.”
The rule that makes it work: small real number + real place + yes/no. No claim in the message he can repeat back at you.
“Can your crew take another 10–20 estimates a week?”
Scarcity without a claim. Ours must say who's asking — the anonymous versions in the source videos conflict with the identify-yourself doctrine.
“Want me to send you the next homeowner? Yours either way.”
Hard gate. Never send this where the lead doesn't exist today. One invented lead torches the brand permanently. Currently shelved — no surplus leads; Dallas is Dan's. Unlocks only where a market over-produces.
The house favourite. No video in the corpus uses it — genuine differentiation.
“I went to request an estimate on your site this morning and the form threw an error. Might just be me — want me to send you what I saw?”
“Tried to book an estimate on your site earlier. Couldn't find a way to talk to anyone live.”
“Your form asks for seven fields before anyone talks to a human.”
“Separate thing I noticed — no form on the homepage and no tap-to-call. On a phone a homeowner has to copy your number out by hand.”
Rule: public observation only, dated screenshot, no lost-revenue claim. Never claim a security flaw or a response delay. If the site is clean, fall back to the capacity hook.
The image lands as a recognizable preview. The easiest micro-yes in the bank: he answers one question about his own site before seeing a pitch.
[mobile screenshot, domain visible] “is this your website?”
Dead / blank / 404 site → no image, “what's your website?”
No name, opt-out sentence, link, or pitch is added to beat 1. Automatic replies do not advance the thread, but the +24h dial still happens.
Subject built this for {company} → “When a homeowner messages {company} at 9pm about a sunken driveway, how fast do they hear back? I built a working copy of your website with an assistant that answers in seconds and books the estimate. It's live at a private link right now. Want me to send it over?”
“Hey {first}, Alex here from the concrete leveling ad. Built you a free bot on your site: {link}. Yours either way.”
“Give me till tonight — I'll build the thing for Saint Paul and send you a walkthrough.”
“We talked a while back when I was on the EyeFly side.”
“You booked a call with me last year and we never connected.”
“Probably worth saying who I am. I spent six years running growth for the big home improvement marketing firms — 50+ campaigns, $5M in spend, 10 to 23 times back. Then I quit. At those places the client was never really the point.”
“A concrete leveling company in Dallas ran this exact setup: 33 homeowner conversations in 8 days, about $25 a qualified lead.”
“I put together the seven ads that actually work for {niche} — the hooks, the angles, and why each one pulls. Yours free whether we ever talk or not. Reply ‘ads.’”
“Something you might actually use — I pulled the numbers on where homeowners drop off before booking. Want the report?”
“I run leveling ads and hand the homeowners to one crew per market. Nobody has the Twin Cities.”
“Last one from me, {first}. If leveling work ever gets thin, text me — Alex, this number. Otherwise, good luck out there.”
“I clear out unclaimed demos every Friday — no point keeping a site up nobody's claimed. {company}'s comes down with the rest.” (real scarcity — demos genuinely expire in 7 days)
“Just need a yes or a no on this one and I'll stop bugging you.”
“Or tell me to close it out and I'm gone.”
“Did that come through?”
“Hey {first}, are you fully booked out?”
15-second voice note: “text me a time”
| Hook | Why dead |
|---|---|
| Customer-pose (“Do you still fix garage doors? I found you on Google Maps”) | Bait-and-switch. Conflicts with identify-yourself doctrine; the source's own data says it tanks lead quality. |
| Any female pseudonym (“Jennifer”, “Samantha”, “Anna”) | Fake identity on a rail that must survive a compliance read. |
| “Akash at [retired brand name]… Reply YES or STOP” | Dead brand name; never authorized. |
| “2x more jobs” / “7 and 8 figure clients” / “25+ leads a week” | Claims with no backing. |
| “I'd build everything for free” | “Free” prices you at zero. |
| Unbranded / anonymous sending | Identify-yourself conflict. |
/Users/akash/Workspace/Claude/01-Projects/StPierre-GTM/hook-bank-2026-08-19.md · screenshot journey updated 21 Aug
Cold dial → S1. Warm text and callback → S6. Someone filled the form → S5. The close call → S14. Objections on any of them → S31 by voice, S32 by text.
That is five scripts and they are all offer-current. Everything else on this page is either a deeper reference for the same beat, or good craft carrying a dead number.
Why: those five are the only ones whose money matches the 21 Aug ruling, and together they cover the whole path from first dial to collected cash. Reading the stale ones is worth doing — the diagnosis writing in S16 and S17 is better than anything in the current family — but do not read their prices onto a live call.
Built 21 Aug 2026 from the sales-engine folder, the Aug-17 Scott-call material, and the StPierre-GTM outbound pack.
Nothing on this page sends, dials, or deploys anything. Every source file was read, none were edited.