"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?
"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."
"That's no worries at all, but I guess like when you do go think about it, like what is coming up for you that makes you want to do so just to see if I can help."
(Prospect: "It's just like a lot of the money.")
"Okay, so money out of the equation, like would you do the program?"
(Prospect: "Yeah, I would.")
"Okay, so it's not really a case thing you go think about it, it's more about the money."
"Yeah. Yeah. That's what you always do because that's the guy who's making 5 grand a month, right? He always wants to think about it. But the guy who's making 30 grand a month, what would he do?"
"I use the bridge analogy. Right now you're on this set of bridge not making the money that you want to, not living the life that you want to. On the other side of the bridge is like where you truly want to be — that version of yourself who does know the things that he wants to for himself and his family."
"And it's like because at the end of the day, right, it's like going to the gym. In what way will you get better results — if you do it on your own, trial and error for a couple 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?"
"When you came into the call and I asked you a very important question, I was like, 'Okay, why not just do it on your own? Why not just do trial and error?' You told me, 'Yeah, I could do that. Maybe I should do this in a couple months.' What did I do? I reframed your way of thinking on that, didn't I? My job is not to sell people who are coming in here. My job is to help you reframe your way of thinking from a no to a yes. Because in your mind, it was better to wait than a reframed way of thinking. And you understood the consequences of you waiting. Now, did I do that by telling you or did I do that by asking you questions where you answered them and you realized that waiting isn't going to benefit you?"
"No worries at all man, totally get that. I guess one thing I'd ask — when you say 'on the spot,' is it more that you actually need time, or is there something specifically about what I walked you through that isn't sitting right with you yet, just so I can help?"
"Why now though? Because 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?"
"I mean, one thing I'll say to you is like a lot of people settle for that. So, I guess why won't you?"
"Yeah I get that, and honestly I'd never want you to make an impulse decision either. But I guess at this point in the call, you've heard the full thing, you've told me where you're at, what you actually need, and what's preventing you from getting there. So this isn't really an impulse decision anymore, right? It's an informed one. The only question is whether what I walked you through is actually a fit for you. Is it?"
"Okay man no worries at all. I guess money out of the equation — would you do it?"
(Prospect: "Yeah.")
"Ah, okay. So it's not really that you don't want to make an impulse decision, it's more just about the money."
"You said something really important there, is that it's a big investment for you. I appreciate you for sharing that. Number one, but the question I have is — money out of the equation. Do you actually feel like we can help you with getting to where you need to be?"
(Prospect: "Yeah, I feel like I can. I'll just do it down the road when I saved up a little.")
"Why — why do you feel like, money out of the equation, we can actually help you with getting to where you need to be?"
(Prospect lists reasons.)
"Yeah. Well, it just depends on what way you view the money, right? Because once you have the skills, what will come with those skills?"
(Prospect: "Oh, and make more sales, right?")
"Right. You're like most of our successful clients who don't view money as a problem, but they view money as like a symptom, right? Because once you have the skills you will have more money. But what it can help you with is the investment. What it can't help you with though is the actual commitment to be willing and wanting to change to have that future for yourself and your family. So that's something you're actually committed to — just so we're on the same page."
"Well, ask yourself this question. If you knew you couldn't fail, would you do it?"
(Prospect: "Of course.")
"How will you ever know if you don't try and you actually do it? So, is it fair to say then what you're feeling is a little bit of uncertainty?"
(Prospect: "Yeah, you could say that.")
"Are we say that or actually what you're feeling? I just want to make sure we're on the same page so I can help you."
"It's a large investment for you to master selling so you can sell more."
"Because I'm sure your real intention is not to like hold on to the $9,800 in your bank account and like pet it, you know, hope and pray it's going to last in your bank account forever, right? Your real intention is to what? Never have to worry about money again, right? So, what's going to put you in the best position for you to get the skills so you never have to worry about money again?"
"Yeah, that's fair. I guess question for you, man. Money out of the equation. Is there something you actually feel like can help you with getting to where you need to be?"
"And again, why do you feel like it can for you personally though?"
(Prospect agrees results would be better with training.)
"There you go. Right. Cuz you're smart, right? Like, you know, there's two types of people. It's the people who go to the free resources and just try to like enroll everything that's free and hope that that's the result that gets them to where they need to be. Or the people who know everything's like going to the gym, right? You can go by yourself and get the result one to two years by doing it all by yourself, or getting a personal trainer where you could get those results in 90 days. But the biggest thing about sales specifically is the quicker we get to our destination, what do we save — time?"
"What else? Right? Because you're making deals, right? So the longer it takes, will we not be leaving possibly some deals on the table?"
"Is it more like uncertainty around the investment or do we just not have the full investment? Just so I can understand."
"Be real with me. Because you know, you're a [business owner] that wants to [scale]. We're a [growth firm] that helps people in industry [scale]. Would you say we're on the same team? Yeah. So, you can be real with me. Is it just uncertainty around will this work for me once you invest or is it just like I don't have any funds and I'm about to go homeless? Which one is it?"
"Okay man, no worries at all. I guess money out of the equation. Would you do it?"
(Prospect: "Yeah.")
"Ah, okay. So, it's not really that you need to go speak to your partner. It's more just about the money."
(Prospect: "Yeah, yeah, that's exactly right.")
Step 1 — Geographic check:
"Is she with you right now or where is she?"
Step 2 — Isolate, partner aside:
"Okay, cool. I guess one one thing I would say to you, I guess partner aside, is this something like you actually want to do?"
Step 3 — Reframe HER position from her perspective:
"Does she understand like the current situation — like what's going on and where we are and where we like actually need to be?"
"Is she opposed to you like learning the skills so you can provide a better life for you and her though?"
Step 4 — Identity shift onto the future version of him:
"I guess it just comes from her perspective, right? Because she's thinking at it based on the perspective where you guys are making 80 grand a year, you aren't doing the things that you want to. You're unable to, right? 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. I guess the version of yourself man who's doing 150 200k a year, but 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 get the training so you can get the results for you and your family?"
Step 5 — Drop your own past experience as proof:
"The reason I say that is because I gave the same objection a year ago. So I gave the same objection, did the training, now I'm making over 50 70 grand in commissions every single month. I'm not saying that to brag. The reason I was able to get there is because I started overcoming my belief system. It's like the reason I wasn't able to overcome partner objections back then is because that's exactly what I gave out. So every time I had a partner objection, I just couldn't overcome it because I wasn't groomed. It's like, how can we overcome our prospect's objections? We're the same people who gave out that objection."
Step 6 — Ask for forgiveness, not permission:
"Because there's one quote in life that I love — which is you can ask for forgiveness, not permission. Because if you go to her and say, 'Hey honey, I invested in training because I want a better future for us, the kids and the family,' is she really going to be mad?"
Step 7 — Worst-case scenario:
"What's the worst case scenario? Because if she says no, you don't do anything — what happens then?"
(Prospect: "We stay in the same place.")
"Is that something we really want?"
"No worries at all. Is it fair to say then what you're looking for? It's just like a little bit of certainty."
(Prospect: "Yeah, yeah, that's exactly what I'm looking for.")
"Okay, but if you knew you couldn't fail, would you do it?"
(Prospect: "Yeah.")
"Okay. Got it. So then what you're lacking is certainty, right?"
"Yeah, but money aside, would you do it?"
(Prospect: "Yeah, I would.")
"Okay, so it's not really a case about looking at the resources, more just about the investment."
"Guarantee. There's over [X] testimonials. Well, what's going to make me think that you're the one guy who comes in and doesn't get results?"
(Prospect: "Well, I don't know. Like…")
"If you don't know, I don't know, right? I don't think you're going to come here and be that one guy who comes in and doesn't get results. I'll tell you this much, man. Obviously, if you don't put in the work, you won't get the results. It's just about putting in the work, committing those three hours a week, which we both know me and you, that you can do that, and you will do that for yourself and your family."
"How can I guarantee that you're going to go through the training and actually follow through and do it? Can I guarantee that you're going to do that for me? Yeah, I can't do that. Now, what I can guarantee you is — like our clients said from your space — that if you, I can guarantee you that we're going to train you the skills necessary to get to that level. But what are you going to have to guarantee me once we teach you those skills?"
"Does it only work for people that have black hair and you're blonde? Is that what it is?"
"I could have something cheaper, but is that going to benefit you?"
(Prospect: "I guess it could be a start or something.")
"I could sell you something cheaper, but with cheaper things, don't you think it would typically take longer to get to the result that you're looking for?"
(Prospect: "Yeah, that's true. I never thought about that.")
"And the longer it takes to get there, what do we leave on the table?"
(Prospect: "Yeah, more sales, right?")
"What's actually going to cost more? Or is it for you to just spend the 10 grand now so you can get the skills you need for yourself and your family — or for you to just pay five grand and you're probably going to upgrade later and you waste 6 months of commission checks you could be having to put yourself and your family in a better position?"
"Do you need a payment plan or is it just a little bit more comfortable?"
(Prospect: "I don't know. I could have split it up.")
"No, no, no. You could, but is the reason you want to do that just because a little bit more comfortable? Would that be fair to say?"
(Prospect: "Yeah, yeah.")
"Can I share a different perspective with you on that? Because where do humans grow? Do humans grow from a place of comfort or uncomfort?"
(Prospect: "Yeah, I got it. Yeah, my sales manager always talks about getting uncomfortable.")
"And I understand it's hard and uncomfortable for you to do something like that. But through the program, when you come in, what are we going to consistently be doing? Putting you in uncomfortable decisions, you making things and doing things that you haven't done before, so you can get a different outcome for yourself and your family. And it doesn't start tomorrow, it starts today on this conversation, so you can make a different decision and start doing things — the way you always have to get a different result. I challenge you to do that on this conversation today for yourself and your family."
"Can I share a different perspective with you?"
(Prospect: "Sure.")
"So you know what you just did there?"
(Prospect: "Yeah, I deframed you a little bit.")
"You tried to take frame."
(Prospect: "Yeah.")
"Now, do you know why that happens? It's because you're not feeling comfortable with the questions I'm asking you, right?"
"Think this, right? It's like if you went to the gym, you asked for a personal trainer, you told me, 'Hey, man, give me the best plan.' I'd be like, 'But bro, I don't know your weight. I don't know what you're eating. I don't know if I can even help you.' Like, 'Oh, no, give me the best plan.' I was like, 'I don't know if I can, bro.'"
"Reason I say that — because you're feeling uncomfortable. What you're learning from us is how to get in an uncomfortable position with your clients."
"Where do humans grow? Comfort or uncomfort?"
(Prospect: "Uncomfort.")
"So, is it a crazy idea for me to ask you uncomfortable questions, man, to help you?"
(Prospect: "No, it's not, man.")
"You said something really really important. Sorry I didn't mean to interrupt you, but you mentioned it's a lot of money. I guess how do you mean by that just so I can get a good understanding?"
(Then run the money-out-of-the-equation play.)
"Why now though? Because 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?"
"But if you always look at the other side of the coin, because there is the other side of the coin, which is like we don't learn the skills, we don't put ourselves in the position to be able to reach that 100, 200, 300 grand a year. If we don't reach that, what happens then?"
(Prospect: "Regret.")
"You know the reason why I asked that question? Because what actually makes a human want to change? Regret, motivation. Yeah. Pain, right? It's the thing that actually changes something. And the thing is like, mostly humans don't internalize it or actually realize the pain they're causing either themselves, their family or their future if they don't actually take action and change their situation. So if you internalize that, man, I guess for you, because it's always a choice it's never a problem — so do you actually feel like now is actually a time for a change?"
"I mean, one thing I'll say to you is like a lot of people settle for that. So, I guess why won't you?"
"No, no, I appreciate you for sharing that 100%. I guess when it comes to those experiences, like I've had some myself, so how you're feeling. It's one or two ways of overcoming it, right? Because it's like Elon Musk — do you know how many businesses he started before he became hyper successful?"
(Prospect: "I have no idea. Wasn't it like PayPal or something?")
"Like nine, right? Businesses before he became successful."
"So, what differentiates him and someone who isn't hyper successful is that he didn't give up."
"So, is there any reason why you should give up even after that bad experience to be able to put yourself and your family in a better position?"
"It's hard. It's supposed to be easy, but did anyone say you getting from [where you are] to [where you want to be] was ever going to be an easy thing for you to do? It's going to be hard. We're going to be challenging you and it starts with today on this conversation. And I'm not asking you to make a decision based on where you are, but [if it were] [Jeremy] making 30 grand a month — he's been able to change his family's life and do the things that he needs to. What would that [Jeremy], if it were him in this position right here and now, what would he do? Does he overcome that adversity or does he let it overcome him?"
"Well, how much time do you feel like you would need to really get into the training?"
(Prospect: "I don't know, like six hours a week.")
"Well, I mean, our clients in your industry, they don't start with six hours a week. They're working like 50, 60, 70 hours a week. I mean, they're doing like 20, 30 minutes a day. Like, whether driving around, do you feel like you could do 20 or 30 minutes a day so you could sell one more?"
"No, that's not logistical at all. Everyone has the time. I don't believe that."
JP's sequence: what have you invested in past → what prevented you → reframe that exact thing → get them to commit "why now" — so the same objection cannot resurface at close.
"Hey, man, like what have you invested in in the past in terms of [growing your business / sales training / marketing]?"
"Okay, man. What prevented you?"
JP's logic: "This is one of the most important parts. You need to ask this question to get the real concern because what they're going to tell you is what prevented them in the past… past experiences lead to beliefs."
"Yeah, no problem at all, man. It just depends what way were you viewing the money. Because most of our successful clients, they don't view money as a problem. They view it as like a symptom. Because once you have the skills, what would you have more of?"
(Prospect: "Oh, money for sure.")
"Yeah. Right. And you prioritizing the money, like rather than the skills, where has that led you in your life?"
"If you continue to prioritize the money rather than the skills, what's going to continue to happen?"
(Prospect: "I'm going to stay where I'm at.")
"Which means what for you, though?"
(Prospect: "Well, it means I can't do X, Y, and Z for my family.")
"Are you willing to settle for that though?"
(Prospect: "No, no, no.")
"Why not though?"
"Why now are you going to overcome this way of thinking?"
"And I appreciate you for sharing that, man, that you were a little bit uncertain. I guess could I share a different perspective with you?"
"That way of thinking where you let that uncertainty overcome you. Like, where has that led you in your life, man, in the past 3 years?"
"So, I guess what's going to continue to happen if you keep letting this level of uncertainty overcome you rather than you overcoming it — or staying in the same place? Are you willing to settle for that?"
(Prospect: "Yeah, I tried XYZ program in the past.")
"How did that go for you, man?"
(Prospect describes bad experience.)
"Okay, man. Well, I appreciate you for sharing and I appreciate you for even being on a call today looking to overcome this concern. Because you'd be surprised how many people have one bad experience and let that overcome them. What typically happens to those people who let that experience overcome them?"
"Where do those people typically end up?"
"Why is it so important for you not to be like one of them?"
(Optional add-on, identity frame + accountability:)
"Would it be a crazy thing for me to say, man, and I want to hold you accountable for a second — that you actually have let that way of thinking overcome you for like the past 2 years because you haven't reinvested anything?"
"In objection handling I only took four answers — that's yes, no, fuck you, and the call. Right? So you guys got to adopt this mindset at the very start, right? Because at the end of the day, that relentlessness is something that 99% of people don't have."
"Statements end as a question where they tell you. Self-persuasion."
"I can tell you what other clients in your industry do. Would that help you?"