"Hey {NAME} how are you"
"Where you calling in from?"
"You lived there your whole life?"
"I'm Jaxen really nice to meet you, I've been in the waterproofing space for 5 years and brother {PAUSE}, point of this call is really simple okay, to see if and how we can help you.
I'll ask you a couple questions on my end just to make sure that me bringing you on to work with us, we CAN actually get you the result that you want which is obviously to {GOAL}, but ultimately what I care the most about is that what I lay out for you, you actually think it will be of value to you. Like you genuinely feel like this is a good fit for both you and the business.
If we see eye to eye on that, at the end of the call I'll get you onboarded and we'll have you ready to rock alright?"
"Sweet so I know that you spoke to my assistant Rodrigo and he gave me a pretty good idea of where you're at with everything but i told him to keep it vague, so just to recap super quick you XYZ..."
"But all in all would you say that's a fairly accurate recap of what you guys talked about? anything I'm missing?"
"Well {NAME}, the first thing I always like to ask is just, what can getting the business to {GOAL} actually give you in your life that you aren't getting right now?"
"Well {NAME}, the first thing I always like to ask for guys that are in your position, you know {REV LEVEL} is just what can getting more jobs in the pipeline actually give you in your life that you aren't getting at the moment?
A lot of guys would say ahhh {REV LEVEL} top line for the year, I'll just stop there you know I'm good, so why do you need more?"
"Okay and I guess at this point in your life, why is that so important to you"
"Okay so I mean let's look at this together... You said more time, so right now how many hours are you actually working a week right now all in?"
"Okay so I mean let's look at this together... You said more money, so right now what are you actually left with at the end of the month after all your bills and stuff"
If it's a prospect that is weak, flexible prospect we ask straight up "how has that been affecting you, like honestly / how does that sit with you"
If it's an A type prospect, we diffuse before by saying "and you might be like this a weird question"
"So what that tells me is you not having the {BIGGEST CHALLENGES} you can get to {GOAL}, that's what is actually costing you {TIME/FINANCES}, right like you agree with that?"
"And so how long would you say you've known that it's been this way for? Where like you've known okay in order to go to this next level, I'm probably gonna need to get some help on the advertising systems side things"
"So man I mean I really got to ask you than if it's been {TIMEFRAME} of you knowing, what's actually prevented you from getting the help that you need to {SOLVED PROBLEM}?"
"Yeah no problem at all and I appreciate you sharing that. How did that go for you when you tried before?"
"You'd be surprised how many guys have one bad experience and let that overcome them. What typically ends up happening to those guys who let that experience overcome them? Where do they end up?"
"Why is it so important for you not to be like one of them?"
"Yeah I get that, and you're not alone in that — most guys in your spot have no idea what to look for. So I guess my question is, now that you do have someone in front of you that's done this hundreds of times for guys exactly like you, what's gonna be different this time?"
"And so when we get there, when we get to {REV GOAL / BIZ GOAL} what does that actually change for you, like personally?"
If they give you a retarded answer or just some shit that was irrelevant to the question you asked, just gently steer them back on track:
"Yeah, but more so what I meant is for you personally... like what does that do for you in your life that you can't actually do right now?"
If they give you a surface level answer, you just probe on it more get them to blow it out of the water. They say travel, you say where, they say new car you say what kind, they say invest into new businesses you say what kind what's their dream XXYZZZZ just paint that picture vividly in their head.
"Amazing brother and so this is the hardest question of the call, hardest question... in a lot of cases.. what motivates people more than the light at the end of the tunnel, like the goals, is the actual fear of never getting there, of the current reality being the reality forever
And so this is what I'd challenge you on thinking... if we allow the next two years to look like the last {TIMEFRAME}, where we are {PAIN}, what does that actually mean for us getting any closer to that life / those goals?"
"And I mean what does that look like on a day to day basis?"
"But man like so many fucking people settle, they settle for the 2 mil, the saying is new year new me.... every good diet starts on a Monday, like why actually draw the line in the sand now and get this done?"
"Awesome man well look, I know that we can help you, and I really appreciate you sharing all that with me, genuinely.
On my end... I know that it's a good fit, but now it's your turn to make sure it is on yours. So I'll walk you through it, and at the end if we're both seeing eye to eye, I'll onboard you and we'll have you ready to rock okay?"
"So first things first, and this is important, most waterproofing and foundation companies don't actually have a lead problem, they have a control and predictability problem. You can run ads, you can try SEO, you can rely on referrals, you can try a bit of everything, but the reality is most of it is inconsistent. One month you're slammed, the next month things slow down, and you're sitting there trying to figure out where the next jobs are coming from. And what ends up happening is exactly what you described, you're dealing with a mix of good opportunities and a lot of wasted time, chasing leads, slow follow-up, missed calls, homeowners that don't convert, and there's no real system behind it. So it's not that opportunity isn't there, it's that you don't actually have control over it.
And that's where most companies get stuck. Because you can be great at what you do operationally, you can deliver great work, you can have a solid reputation, but if you don't control how opportunities are coming in, how fast they're being handled, and how consistently they're converting into estimates, the business just plateaus or becomes unpredictable. You're constantly reacting instead of actually scaling. So what you really need isn't just more leads, you need a system that actually produces predictable revenue and puts you in a position where you're not guessing month to month what things are going to look like.
And that's the shift in what we do. We're not just running campaigns and sending you names, and we're definitely not plugging into one piece of your business and hoping it works. We install a complete done-for-you system that replaces your marketing department and gives you full control over how opportunities are generated, handled, and converted. And there are two parts to how this works.
First is the infrastructure, everything that needs to be built and managed properly for this to actually function, and second is the performance, which is the flow of leads, estimates, and closed jobs that come out of that system.
The execution is really simple alright it doesn't need to seem like this whole blown out fucking thing.
First, we control acquisition. We run targeted campaigns specifically for basement waterproofing, crawl space encapsulation, and foundation repair, built for homeowners in your exact service area who are actively dealing with these problems. This isn't broad marketing or generic ads, every piece of messaging, every funnel, everything is built specifically for this industry, so right out of the gate you're only attracting homeowners with real intent.
Second, we control conversion speed and qualification. This is where most companies lose the majority of their opportunities. Leads come in, nobody follows up fast enough, or the homeowner isn't properly qualified, and deals fall through before they even start. We eliminate that completely. Our in-house call center follows up with every lead within 60 seconds, qualifies them properly, confirms they're a real prospect, and books the estimate directly onto your calendar. So instead of you or your team chasing leads, everything is already filtered and booked by the time you even touch it.
Third, we control the backend system that actually makes this scale. Your CRM is built out properly, follow-ups are automated, leads that don't answer get nurtured, no opportunities fall through the cracks, and everything is tracked. You're not guessing what's working, you can see exactly how many leads are coming in, how many are being booked, what your cost per estimate is, and where your revenue is actually being generated from. That alone changes how you make decisions in the business.
And then fourth, we control long-term market dominance. This is where we separate from anything else you've probably seen. We don't just generate leads short term, we build out multi-channel coverage so you're not reliant on one source. Paid ads bring in immediate opportunities, SEO builds long-term organic presence, Google LSA and search capture high-intent homeowners, and we layer in referral systems and optimization so over time your cost per lead goes down while your volume and consistency go up. And on top of that, we only work with one company per market. So once you're in, no competitor in your area gets access to this system. That means you're not competing against someone using the exact same strategy down the street, you're the one owning it.
The biggest thing I want you to understand here {name} is we're not giving you something to figure out, we're not handing you leads and hoping you follow up, and we're not plugging into one piece of your business and leaving the rest up to chance. We're controlling the acquisition, we're controlling the follow-up, we're controlling the qualification, we're controlling the booking, and we're controlling the tracking. So by the time something actually hits your calendar, there's nothing left to guess, there's nothing left to chase, and there's nothing left for you to figure out on the front end. Everything that creates the opportunity has already been handled. The only thing left is what happens when you sit down with the homeowner. And if you're already closing deals right now and confident you can continue to close in the future, then there's nothing new you need to learn here. Right like the only way this doesn't work is if we aren't getting homeowners over the line
Does that make sense make sense brother"
"So with that being said, do you have any questions, want me to go back over anything I walked you through?"
"Okay and if you were to show up, communicate, put in the effort in terms of closing the deals on your end to make this work, do you feel 100% confident that this is a structure that could work for you if you do put in the work?"
"Okay and what specifically about what I walked you through makes you feel like it could work for you"
Awesome so in terms of the investment, {VALUE STACK}. The investment for the quarter/6 months is {PRICE}, and so I guess first an foremost how do you actually feel with those numbers for everything we went through?
After you handle any objection, JP runs this same 3-step pattern to bring them back into the close. Don't move on until the tie-down lands.
Right after the handle, ask a yes/no agreement check. If they don't agree out loud, you do not have permission to keep going — loop back.
"Does that make sense?"
"Is it fair to say then what you're feeling is a little bit of uncertainty?"
"Would that be fair to say?"
"So is it not really a case [of thinking about it], it's more about [the real concern]?"
JP's logic: "Once he agrees, that's when you can actually start handling the objection. If they do not agree, you cannot start handling the real objection."
After the handle lands, JP never asks for permission to close. He flows in with one of these soft pivots — pick whichever fits the moment:
"The question becomes…"
"And so for you, man, [setup question]…"
"Tell me this though…"
"With that in mind…"
"So at the end of the day, [setup]…"
Then run the identity flip:
"The version of yourself who's already [at the goal] — if it was him in this position right here, right now, what would he do to put himself and his family in the best position going forward?"
Prospect's implicit answer: "He'd do it / he'd overcome it / he'd take responsibility."
Now PUSH FORWARD to the close — never backward:
This is the moment JP forces the commitment. They just told you what their future-self would do — now you hand them the mirror:
"Okay, and so for you, man — what are you going to do?"
"So what do you feel like we need to do from here?"
"Okay, so what does that next step actually look like for you to make that happen?"
"So at the end of the day, do you feel like now's the time to make that change?"
"Okay, let's create a game plan around it. Now in terms of [next step]…" (assumed close — just moves forward)
Why this works: The objection is dead. They've articulated their future-self's answer. The ONLY logical next move is "so what are YOU going to do?" — which forces them to either commit or surface a real new objection. Going backwards to "do you have any questions?" or "do you feel confident?" resets the call energy and gives them an exit ramp. Push forward.
The first objection is almost never the real one. JP explicitly teaches this:
"Sometimes you'll start to resolve one and then they'll go somewhere else, right? It's not usually just one thing."
"And if you don't uncover those, they might still not buy. Even though you felt like you overcame the one objection, they've got three more. And those were the real objections, the core of it. But usually that first objection they say is kind of the surface-level objection."
"I lost count. It was probably over 10 [loops]. And that has to happen sometimes."
The mindset that fuels the loop:
"In objection handling I only took four answers — that's yes, no, fuck you, and the call. That relentlessness is something that 99% of people don't have."
How to use: Every individual objection card below has the handle PLUS a "Bridge to close" block at the bottom. Those are the per-objection specifics. This card is the meta-pattern that runs after the bridge — the part where you loop, loop, loop until you hit one of the four answers.
"No worries at all, man. I guess before you do go think about it, like what is really coming up for you that makes you want to do so — just to see if I can help."
"Is it fair to say then what you're feeling is a little bit of uncertainty?"
"The hard part is that you'll never know until you do it and you actually try, right? It's like you can go to Harvard, the highest educated school in America, but you're not guaranteed a job. It's very likely, right? The question becomes with that uncertainty we have two options — we be the person who lets that overcome us or be the thing to push us."
"And so for you, man — the version of yourself who's already running the business that you want to be running, the one who's hit that revenue number you've been chasing — if it was him in this position right here, right now, what would he do?"
"Okay, and so for you, man — what are you going to do? Because that version of yourself you just described — that's the guy who takes the step right here, right now. So what does that actually look like for you?"
"One thing I can help you with is the investment. I cannot help you with the actual commitment to be willing and wanting to change things for yourself and your family. Is that something you're committed to though?"
"The more scarier thing than you not making a change is — what happens if you don't make a change? What happens if things stay the same? What actually is going to happen there?"
"If we don't do anything, we're going to get the same results. Are you willing to settle for that though? Where do humans grow from? Do they grow from places of comfort or places of uncomfortable?"
"The version of yourself who you need to make decisions like is not the [you] who you are right now, but the [you] who you actually need to become — who's ultimately been able to provide that life for his family that he's always wanted to and also had the financial freedom and time freedom. What would he do in this position to put himself and his family in the best position going forward?"
"Okay, and so for you — if you're committed to that change, what does that actually look like from here? What do you feel like we need to do to get this going?"
"You can kick the can down the road two weeks, two months, two years like most people do, and just keep doing it on your own. So why now change? Because every new diet starts on a Monday, right?"
"There's one thing, man, that happens in life — we have the devil with the angel on our shoulder. Devil's going to be that guy who at the end of this conversation tells you, you know, go look at more programs. Wait till next week. Wait till next month. Wait till next year. There's the angel who says — man, you wanted to do this. You know you need to do this. Take that step. The question is at the end of the conversation, who are you going to listen to?"
"Because the reason that you want to wait, the reason that you want to push it off, is because that's what you would do. But the question of what would you do is — what would the version of yourself who's at where you want to be, who's been able to do the things he wants to for himself and his family in this position, do right here, right now? Does he overcome this uncertainty or does he let it overcome him?"
"Okay, and so for you, man — the angel just spoke. What does that actually look like in action right here, right now? What does that next step look like for you?"
"It's like you're looking at it from a perspective where it's a lot of money. Money actually isn't even a problem — it's actually a symptom of the problem. If you had the [systems / skill set in place], what else comes with it? Money comes with it."
"Just to see if I can help — is it more like just uncertainty around the investment, or is it that you just don't have the full investment? Be real with me."
"Are you in a mindset of 'I don't have the money, I can't do it' — or are you in a mindset of 'I don't have the money, how can I do this?' Because if we adopt the how-can-I mindset, we can help you. The version of yourself who you need to make decisions like is not the [you] who you are right now, but the [you] who you actually need to become — who's ultimately been able to provide that life for his family that he's always wanted. What would he do in this position to put himself and his family in the best position going forward?"
"Okay, and so for you — what does that actually look like to make this happen? Let's figure out what makes the most sense from here."
"Okay man, no worries at all. I guess money out of the equation — would you do it? Ah, okay. So it's not really that you need to go speak to your partner — it's more just about the money."
"I guess it just comes from her perspective, right? Because she's thinking at it based on the perspective where you guys are [at where you are now]. The question really becomes that we can't make decisions based on our perspective. It has to be the perspective that we actually want to and need to have."
"The version of yourself man who's [hit the goal] — were him in this position right here right now — do you feel like he would take that responsibility on his shoulders and make that decision? Or does he put that responsibility on his partner's shoulders? Because at the end of the day, whose responsibility is it to put the systems in place so you can get the results for you and your family?"
"Okay, and so for you, man — what does that conversation with her actually look like? Because the version of yourself you just described — that's the guy who has it. So what's the next step from here?"
"Is the reason you want to go through the free resources because you're lacking a bit of certainty?"
"There's always two ways to get to a destination. It's like you can walk or you can fly, right? Like you go to the gym with a personal trainer — yeah, you'll do okay with a manual, but do you know the right form? You get specific feedback and training — that's the reason you get results in three months rather than a year or two by doing it on your own."
"And so for you, man — what do you feel like at this point in time you're seeking to do? Like to walk to the destination or like actually fly? Because the version of yourself who's already at where you want to be, would he choose to walk or would he choose to fly?"
"Okay, and so for you — are you ready to fly? Because if that's the move, what does that look like for you from here?"
"Why would you not get results? There's [X] companies in your industry getting the result. What makes you so different? What makes you the unique one who's just going to come in and not get results?"
"Of course, if you do not put in the work, you will not get the results. But you seem to me like a person who's going to put in the work day in and day out to get the results, right? Are you open to me holding you accountable to make sure you get the result?"
"And so for you, the version of yourself who you need to become — who's ultimately been able to provide that life for his family that he's always wanted to and also had the financial freedom and time freedom — what would he do right here, right now?"
"Okay, and so for you, man — if you're the guy who's going to put in the work, what does that next step actually look like to get this going?"
"It's like going to the gym. Will you get better results if you do it on your own — trial and error for a couple of years — or will you get better results if you get a personal trainer who gives you specific feedback to what you need? Do the most successful people learn from their mistakes or do they learn from other people's mistakes?"
"There's always two ways to get to a destination. It's like, do you want to walk or do you want to fly? Because when you walk and you're not moving fast enough — do you want to leave money and time on the table though?"
"And so for you, man — the most successful people, they learn from their mistakes or from other people's mistakes as well. The version of yourself who's at where you want to be, what would he do right here right now?"
"Okay, and so for you, man — what does that actually look like for you to get this going in a way that works? Let's figure out what makes the most sense."
"I guess [the surface thing] aside — is this something you actually want to do?"
"For you, man, is there anything that would prevent you from moving forward?"
"Money out of the equation — would you do it? So it's not really [the surface thing], it's more just about the money. Would that be fair to say?"
"The version of yourself who you need to make decisions like is not the [you] who you are right now, but the [you] who you actually need to become — who's ultimately been able to provide that life for his family that he's always wanted. What would he do in this position to put himself and his family in the best position going forward?"
"Okay, and so for you, man — what does that look like for you to actually take that step? What feels like the move from here?"
"You can kick the can down the road two weeks, two months, two years like most people do, and just keep doing it on your own. So why now change? Because every new diet starts on a Monday, right?"
"There's one thing, man, that happens in life — we have the devil with the angel on our shoulder. Devil's going to be that guy who at the end of this conversation tells you, you know, go look at more programs. Wait till next week. Wait till next month. Wait till next year. There's the angel who says — man, you wanted to do this. You know you need to do this. Take that step. The question is at the end of the conversation, who are you going to listen to?"
"Because the reason that you want to wait, the reason that you want to push it off, is because that's what you would do. But the question of what would you do is — what would the version of yourself who's at where you want to be, who's been able to do the things he wants to for himself and his family in this position, do right here, right now? Does he overcome this uncertainty or does he let it overcome him?"
"Okay, and so for you, man — what are you going to do? Because you just told me what that version of you would do. So what does that actually look like right here, right now?"
"You were in [a different situation] — you didn't get correct specific help."
"It's like anything — you know how many times Elon Musk failed before he succeeded with his businesses? He failed like eight, nine times, right? The question becomes — why would you give up after just one or two failed attempts?"
"What we're looking for internally is more certainty, right? But the hard part is that we'll never know. There's two types of ways of dealing with uncertainty. We let that be the thing that overcomes us, or let that be the thing that pushes us to get to our goal."
"If we look based on the perspective of the guy let's say six months from now, fast forward — or maybe a year from now — he's [hit the goal] this year because he put himself in all the right positions. If you were thinking like that guy — if he had an opportunity to invest in [getting the right help] to put himself in a better position — what would he do to put himself in the best position going forward?"
"Okay, and so for you, man — what does that actually look like to make this time work? What's the move from here?"
"There's one currency we can't get back, and that's time, right? And the more we lose it, the more we're not going to be able to get to that place where we need to be."
"When you can apply yourself to [40 things] a week, but one hour a week — it's really about us prioritizing this. Really the question is — why not prioritize something that can actually put you and your family in a better position?"
"Because if we adopt the perspective not of who you are, but who you want to be — the guy who's [at the goal], the guy who can do whatever he wants when he wants — what would that guy do if it was him in this position right here, right now to put himself and his family in the best position going forward?"
"Okay, and so for you, man — what are you going to do? Because that version of yourself just made the decision. What does that actually look like for you from here?"