Promoted to canon 2026-08-10 — Akash ruled the one-hour discovery call is how the deal closes. This is the call script.
A seven-minute Loom goes out before the call to warm them up. The video never says the price. Price is never in writing. You say it on the call, after the discovery.
Spine added 2026-08-10. The script is now ten questions in six letters (CLOSER), with setting G — cold-called then booked — as the default opener. The ten gates are demoted to the reference layer beneath it. Cut from ~20 questions to 10. Settings A–D adopted; E and F retired.
The only discovery script, 2026-08-10. audit-discovery-call-script.html was tagged canon too and was written before the ladder, before setting G and before the buyer types. It is now a pointer back to this page. If a launcher, doc or session says any other file is the discovery script, that file is stale — this one is the call.
$6,000 for six weeks. Half of that is the client's ad budget. Guarantee: ten closed jobs in six weeks or the full amount back, including the ad spend. A closed job is a signed contract or an accepted quote. The guarantee attaches to the completed engagement.
The ladder, in order. $6,000 anchor → the guarantee → $5,500 paid in full → three payments of $2,000 every two weeks ($1,000 ads and $1,000 service each time) → more payments if that's what it takes → free 3-day trial, last. Work down in order and stop as soon as he says yes. Never open on a lower rung and never jump ahead to the trial.
Rescued out of scratch storage on 2026-08-10. The original stays at _scratch/deliverables/2026-08-03/. This copy is the one to read.
Six buyer cartridges built from the real prospects, one discovery script built from the three-way merge, and the simulation of running the second against the first.
Every one of the six calls announced its buyer type inside the first two minutes. These are the tells.
| What they say early | Cartridge | Immediate adjustment |
|---|---|---|
| “We own a bunch of small local brands” · names a CFO · quotes per-market CPL targets | C1 Portfolio Operator | Ask which markets have unspent budget. Never sell the market that hurts. |
| “Family-owned, my wife and daughter work here” · no CRM · talks about realtors | C2 Legacy Family | Get the family on the call before you pitch. Show something real, fast. |
| “We branched off” · under 2 years old · brings a second person · “I don't know if I believe that” | C3 Breakaway Challenger | Find the absent partner. Lead with the guarantee, not the mechanism. |
| Quotes their own CPL, close rate and ROI from memory · runs their own ads | C4 Self-Sufficient | Get their ROI in four minutes. If it beats yours on the same channel, disqualify. |
| Names their current vendor and that vendor's fee structure · “I need to think about it” | C5 Comparison Shopper | Ask for closed revenue by source. If they can't answer, that's the wedge. |
| States marketing as a % of revenue · “I'm more pay-for-performance” | C6 Performance Negotiator | Bring your pre-approved concession. They will close today if you flex once. |
Click any card to open it. Every objection quoted is verbatim from the transcripts.
Leads in the one market that's underperforming. He'll name it immediately and with feeling.
To not miss a number in front of finance. He already pulled budget forward and got burned.
Are you market exclusive?
Are you going to put a credit card fee on me? I can't do credit cards if you put a fee on top.
Is there transparency with that? Are there overages or underages, true-ups?
What's your management fee considering they have multiple locations — do we scale up, do we get a discount?
We don't use Slack, that's not going to work. What we'd prefer is a post request to an API endpoint.
sales-engine/war-game-cartridges-script-2026-08-03.html. It is left out here because it carries real prospects, their staff and family, homeowner details and a live card-collection sequence. Every finding drawn from it — the verbatim objections, the dials and the move — is above.Ten more leads a week so he can justify hiring another salesman.
To stop being sold to by people who feel fake. He's mid-burn on a $2K/mo AI vendor right now.
What does the contract look like? Is it month to month? Is it a year? Is it [three months]?
If we do this for 60 days and I don't have but 10 leads, what do we do to change things?
Are you willing to let me talk to somebody else that you work with?
I have to run this by my wife and my daughter.
I'm getting stuff where the homeowner's like, don't call me, I didn't talk to them.
sales-engine/war-game-cartridges-script-2026-08-03.html. It is left out here because it carries real prospects, their staff and family, homeowner details and a live card-collection sequence. Every finding drawn from it — the verbatim objections, the dials and the move — is above.10–25 crawl space leads a month, scaling to 10–15 a week.
To prove the breakaway was the right call, fast, and to not be the sucker who paid a retainer for nothing.
Not to say that you're not telling the truth, but how do we know that?
If we do 11 two months in a row, does that price get adjusted?
What kind of guarantee is there?
You said the 17 is not negotiable. So if we negotiate anything else, it's on the ad spend.
All leads aren't going to be perfect, and I get it — but if they click, we're paying for it regardless.
sales-engine/war-game-cartridges-script-2026-08-03.html. It is left out here because it carries real prospects, their staff and family, homeowner details and a live card-collection sequence. Every finding drawn from it — the verbatim objections, the dials and the move — is above.Ten leads a week to break a growth plateau.
Nothing urgent. He's shopping, and he's already good at the thing you'd sell him.
I'm just always open to hear anything and everything from everybody just to look and see whatever options I have.
He asks almost nothing. That's the danger — he'll let you pitch all the way into a deal that cannibalises his own ads. The failure mode here is closing him.
sales-engine/war-game-cartridges-script-2026-08-03.html. It is left out here because it carries real prospects, their staff and family, homeowner details and a live card-collection sequence. Every finding drawn from it — the verbatim objections, the dials and the move — is above.Double the leads so he can justify hiring a second salesperson.
A defensible allocation decision he can explain to himself. He'll take two weeks and a conference to make it.
I asked Redwood what it would take to double our leads and they came back with pretty close to $3,200.
The fee is fixed regardless of the spend?
I'm just kind of talking out loud as I think through this a bit.
I've got to think about it. Within two weeks, probably.
sales-engine/war-game-cartridges-script-2026-08-03.html. It is left out here because it carries real prospects, their staff and family, homeowner details and a live card-collection sequence. Every finding drawn from it — the verbatim objections, the dials and the move — is above.More crawl space leads — he'll take as many as you can produce, capped at three crews.
Not to carry the risk. He runs marketing at 5% of revenue and pays his own crews on performance.
I'd be willing to pay you 3% of everything I sell off of what you generate.
That $1,700 is for your performance. That ad spend is my money to go out and get those leads.
That'd be the most expensive lead I've bought if I was going to go that route.
I have a hard time putting money down up front when I just don't have a guaranteed return.
sales-engine/war-game-cartridges-script-2026-08-03.html. It is left out here because it carries real prospects, their staff and family, homeowner details and a live card-collection sequence. Every finding drawn from it — the verbatim objections, the dials and the move — is above.Ten questions in six letters — that is what you memorise and run the call from. The ten gates further down are the reference layer: timings, deflection wording, and every cartridge branch still live there. Cut from ~20 questions to 10 and mapped to Hormozi's CLOSER; approved 2026-08-10.
Setting G. This is the default, not a variant. Most discovery calls are booked off a setter 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.
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.
A big claim to a stranger buys prove-it mode. Unhandled, the hour becomes demo-and-defend and nothing gets diagnosed. That is C3 Breakaway posture on every call.
Ask one, then stop. If you lose your place mid-call, ask yourself which letter you're in — not which gate.
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?
How are you getting new jobs today?
What's the biggest problem with the way that works?
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?
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?
What have you already tried to fix this — and what happened?
Twelve months from now, you've crushed it. What happened?
And if it's still like this instead — what does that cost you?
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?
What would you still need to feel certain this works in your business?
When you say {their words}, what specifically worries you?
Ask your homeowners whether anyone else contacted them.Do not improvise the most predictable objection you have.
I can see exactly where I'd attack this. Want me to walk you through it?
Then the three steps, each tied to something they said. Text them the preview and drop it in the meeting chat and share screen and narrate.
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.
Their ticket, their close rate. Never a borrowed multiple.
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.
So with that handled — do you want me to build this for {company}, or is there something else still sitting there?
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?
When the first job closes off this, text me. I genuinely want to know.
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.
Only Q1 swaps. Q2 through Q10 are word-for-word identical on every entry.
| How the call got booked | Q1 | Source |
|---|---|---|
| G · Cold-called, then booked the 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?" Run G0 first. | New 2026-08-10 |
| A · They applied, dialling inside 5 min | "What made you take this call — and why now?" No G0 — they raised their hand and have had two texts. Open like someone they were expecting. | Bank state 1 |
| B · Applied a while back, went quiet | "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?" | Bank state 4 |
| C · Booked and didn't show | "We were set for [time] — figured something came up. No stress at all." → "Before I put another time on the calendar — is this still something you want, or did it drop down the list?" | Bank state 7 + new |
| D · Quiet 30+ days | "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?" | Bank state 14 |
The spine above is what you run. This is the layer underneath it: timings, the deflection wording, the cartridge branches, and the reasoning for each beat. Read it to prepare; don't carry it onto the call.
Three things on the screen before the call connects, from the packet: current lead source, who else is likely to decide, and any market or niche conflict. Guess the cartridge from the application. You'll confirm or correct it in the first two minutes.
Hey {name}, great to connect — I appreciate you making the time. How's everything going on your end?
I know we've got about an hour, so is it okay if we dive in?
Quick context on me: I build and run appointment engines for {niche} companies — the whole thing, demand through to booked and tracked. I'm not sure yet whether I can help you; that's what this call is for.
So here's what I'd like to do: understand where the business is now and what you're trying to change, then walk you through how I'd build it around your market, answer anything unclear, and decide the next step together. Sound fair?
Before we start — what made you choose to hop on this call, and why is this important right now?
We'll get into the nitty-gritty in a bit, but first I need to understand how we can help. Then I'll walk you through a step-by-step on how we get you where you want to go. Does that sound fair?— your line, kept verbatim
What's happening in your world that made now the right time to look?
Got you — so you book calls on every ad you see online? What about ours made you think we're the ones who can help?
Where does new work come from today?·
Last full month, across all of those — how many people reached out? Called, filled something in, messaged you, anything.·
Of those {inquiries}, how many turned into a scheduled estimate on the calendar?·
And of the {booked}, how many did you or your guy actually go run?·
Of the {run} you ran, how many sold?·
What's a typical job worth?
So — {inquiries} people raised their hand, {booked} got on the calendar, {sold} bought. Does that look how you'd want it to look?
Of what you've closed this year, how much came from each source?If they can't answer, stop and sit in it. That gap is your entire pitch.
Which of your markets has budget available this month?
Can I share some thoughts with you on those numbers?
Just so you know where they're coming from — I've managed north of $5 million in ad spend for companies doing this kind of work, ten to twenty-three times returns. I don't say that to flex on you. I say it because it means I've seen this same funnel a lot of times. Here's what I see in yours.
Two of these are genuinely good. {good metric one} — that part's working. And {good metric two}.
Here's where it's bleeding. Of the {inquiries} people who reached out, {gap} never got on your calendar. That's the rung. And I'd guess I know why — when somebody calls at four in the afternoon while you're under a slab, how long before they hear back?
So let's put a number on that gap. {gap} people called you and never got on the calendar, and you just told me it's {his callback answer} before they hear anything. Say we answer them while they're still sitting there with the problem in front of them — and say it only works on half of them. That's {half gap} more estimates. Run them at your rate, close them at your rate — about {extra jobs} more jobs a month. At {job value} a job, that's roughly {monthly cost} a month, and I'm being conservative. Not new leads. Ones you already have. What are your thoughts on that?
And straight with you, that's not unusual. Most shops in {market} run it exactly the way you do. It's why most of them are the same size in five years that they are today. You could probably name two guys off the top of your head.→ let him name someone →
I'm not saying that's you. But that's {monthly cost} a month, and it doesn't fix itself. Are you ok with that being how next year goes?
sp_client_lead_appointments; 3 of ~17,000 conversations carry a "booked" outcome). Every number in this gate comes from his own mouth in gate 3. That isn't the weaker version — he can't argue with his own arithmetic, and he can always argue with your average. Same rule as the gate 8 guardrail on borrowed multiples.If this makes sense, who besides you needs to be comfortable with it?
How many extra jobs a month could the crew take without delivery breaking?
And is there any operational reason you couldn't start in the next couple of weeks?
Then let's not have you play telephone with this — when can the two of you get on together?
Okay, so right now {their reality}; it's costing you {their number}; what you want is {their target} without {the thing they hate}. Did I get that right?
I can see exactly where I'd attack this. Want me to walk you through the plan?
Then three steps, each tied to something they said — not a feature list:
Pain-led ads for the exact {job types} you named, in {market}. The leads are yours — no shared vendors, no waiting on referrals.
The moment somebody raises their hand, it follows up, qualifies against standards we set together, and books it. Real people on the conversation, not AI.
We track what got quoted and what actually sold, so it improves off real revenue instead of clicks.
And here's how I'd think about the whole thing if I were you. Forget the ads for a second. Forget the tracking, forget the dashboard. Say every single one of those falls flat. If the only thing that changes is that the {inquiries} people already reaching out get answered in sixty seconds instead of the next morning — that alone is the {monthly cost} a month we just talked about. That's the piece I'd bet on. The ads on top of it, the qualification, the tracking on what actually sells — that's upside on top of a thing that already paid for itself.
The ads are what take you past it.
There's 3% of your market that's like, I want this fixed today. There's another 97% that's like, I'll do it when I get to it — I know I need to, but maybe next week, maybe next month, maybe next quarter.
Your funnel is like this, mine's like this. Yours has a higher close rate. Mine has way more volume. I'm the gas.
To be straight with you, this doesn't work if the team lets booked appointments sit, won't tell us which jobs sold, or doesn't have capacity. I can build and run the engine — I can't make a company answer the phone. Is any of that a concern here?
So on your numbers — {their ticket} a job, closing {their rate} — if this puts {volume} qualified appointments in front of you, that's {their revenue}. Against what it costs, you can do that math faster than I can.
From everything you've seen, what would you still need to feel certain this works in your business?→ if they name one:
When you say {their words}, what specifically worries you?
Before we talk money — do you feel this solves the problem we laid out? Why?
Money aside, if I got you {result} in the next six weeks, is that something you'd want?
And if I could do that without you putting money down before the result, are you all in on the plan itself?
Cool. Can I be straight with you about how the money works?→
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: ten closed jobs in six weeks or you get the full amount back, including the ad money I already spent.→ then stop talking for eight full seconds.
Their fee moves with your spend; mine doesn't — so as you scale, my cost per lead falls and theirs doesn't. And right now neither of us knows which of your sources actually closes.
What specifically — is it the money, the timing, or whether it'll actually book you jobs? Let's name the real one.
Totally fair. Before you do — is it the six thousand, or is it whether this actually works in your shop?→ wait →
Understood. And if it were running Monday and the calls were getting answered inside a minute, is there anything else that'd stop you?→ wait. Only when both answers are clean:
Then here's the only thing I'd point out, and then I'll leave it alone. 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 — of which three grand is your own ad money going into your own market, and all six come back if you don't get ten closed jobs. Which of those two do you want?
A call is not complete until it lands on one of these. “I'll think about it” is not one of them.
| Ending | What you say |
|---|---|
| Yes | Terms in writing first — result, job types, territory, what counts as a new job, the fee. Then onboarding form, access, assets, kickoff. Reinforce their reason, not your pitch. |
| No | “Totally fair — what specifically?” Then let it be a no, and say what would have to change for it to be worth another call. |
| Dated decision call | “What exactly are you deciding, who's involved, and when will you have the answer?” Put it in the calendar before you hang up. Not “in a couple of weeks.” |
| Disqualified | “Honestly, I don't think you should buy this right now — here's what I'd do instead.” Then set a check-back date anyway. |
Each cartridge run against the script above, using their real objections and their real behaviour from the transcripts. Where the script broke, the patch is already folded into gate 2 above.
Just give me your speech real quick.
We'll get into the nitty-gritty in a bit, but first I need to understand how we can help. Does that sound fair?He accepts it — this buyer respects process, he runs 19 of them.
We don't use Slack. We'd prefer a post request to an API endpoint.
Then let's not have you play telephone — when can the three of you get on together?The price conversation moves to that call.
Will you let me talk to somebody else you work with?
Not to say that you're not telling the truth, but how do we know that?
If we do 11 two months in a row, does that price get adjusted?
Honestly — you're running the exact channel I'd be running, at numbers I can't promise to beat, and we'd end up bidding on the same person. I'd double your own spend for a month and measure it. If it stops scaling, call me.
Redwood quoted me pretty close to $3,200 to double my leads.Same price, more volume, incumbent relationship.
I have all the data, I guess, I've just never pulled it out.That reframes the whole call — he's comparing two vendors on a number he's never measured.
Their fee moves with your spend, mine doesn't — so as you scale, my cost per lead falls and theirs doesn't. But before either of us, you don't know which source actually closes.
I'd be willing to pay you 3% of everything I sell off what you generate.
No, I can appreciate that.
That $1,700 is for your performance. That ad spend is my money.He will find the exact seam in any refund that covers spend but not fee.
It's really difficult for me to collect address over Facebook Messenger, because they're a little more sensitive to it — they're not 100% sure they're talking to a real person yet.Mechanism plus reasoning is what makes it credible. Ryan states his mechanism; he never justifies it.
No full tear-outs. No week-long construction. No destroying your landscaping.) → cost of inaction → eighteen named service cities from Frisco to Corinth. Then a working Messenger thread.
ignoring settling concrete can mean expanding cracks and full slab replacement costing significantly more later.You run that play on homeowners and never on contractors. It's the exact gate missing from your sales call.
I disagree, I disagree.You:
I'm going to challenge you just a little bit…→ state your position →
So I accept your pushback. But I do think the middle ground is…→ land a hybrid →
We're going to test it both ways.
There's 3% of your market that's like, I want this fixed today. There's another 97% that's like, I'll do it when I get to it.And:
Your funnel is like this, mine's like this. Yours has a higher close rate, mine has way more volume. I'm the gas.
It's multiple places, but this is why it's good. You ready? Because it's transparency. You're working hard to make the phone ring — you want to know what we're doing on our end.
That's me still working out.·
I don't think I've been doing a good job of marking them either.·
This first week was the sloppiest it's ever going to be.
I think we're off to a good start.That's the flat ownership doing the work. Also: you proposed the daily 15-minute check-in yourself before he asked for accountability.
should I share my screen with you?), set the agenda, paced it (
let's slow down for just a sec), and interrupted twice (
let me interrupt you real quick). You never set an agenda and never summarised at the end.
So book my launch call. What is that?You:
That's part of the demo. Sorry. Ignore that. That's not real.
I'll email you the link and a one-liner on pinning it — let's finish the handoff.
How do I pay you?You:
I mean, I'm not, it doesn't matter.Then a live negotiation across Zelle, Stripe and ACH.
I can't have three of them.You:
I don't think I've been doing a good job of marking them either.
phone number unknown, address unknown.
Eighteen conversations cover the whole journey from a brand-new lead to a closed deal and beyond. Each one is written with both sides: what you say, and what they actually say back — including the awkward answers, not just the cooperative ones. Your lines carry {placeholders} so they run on any call. The prospect lines are invented stand-ins — they show the shape of the exchange, never a real transcript. The main sales call itself lives in tab 2 and is not restated here; section 11 adds the prospect side, keyed to the same letters. Built 2026-08-13 by consolidating the script bank, the cold-call playbook, the SMS launchers, the demo-led call set and the LEAD2CLOSE archive into this one surface.
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?
No lead vendors. No depending on referrals.— and "no expensive advertising" is retired; you cannot say it two breaths after "half of this is your ad spend."
Trigger: application submitted, no call on the calendar. The rail: 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.
hey {first}, this is alex with stpierre.ai — got your application for {niche} jobs. quick one: you the owner?
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?
You're doing {niche} work, right? That's the whole game, or part of it?
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?
This is your shop — you call the shot on this, or is there a partner in it too?
Looking to fill the pipeline now, or is this more down-the-road?
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.
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?Wait — on this call "ten minutes on the phone" means the discovery you're booking. Never a number here.
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.
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.
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.
Alex: 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?
Ray: I got a minute. What's this gonna cost me?
Alex: 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?
Ray: Fine.
Alex: You're doing foundation work — that the whole game, or part of it?
Ray: Foundation and some drainage. Mostly foundation.
Alex: 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?
Ray: We could take that. We've had slow months, that's why I filled the thing out.
Alex: 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?
Ray: Close enough. Fifty-five on a normal month.
Alex: 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?
Ray: Friday.
Alex: Done — invite's on your phone. Accept it real quick so it holds the slot.
Trigger: cold or warm-list dial — they never applied. This is the lead-first overflow call from the cold-call playbook (2026-08-09), which supersedes the older preview-led cold pitch (conflict register, row 1). You are not closing $6,000 on this call. 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.
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?Then:
Either way, I've still got the lead. Want me to send it? Costs you nothing.
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.
No catch on the lead — it's free because it's how I show you I'm real instead of telling you. Fair?Never over-explain free. The longer you justify it, the less free it sounds.
Then you already know more than most guys I call. What broke — was it lead quality, follow-up speed, or close rate?Let him pick. That answer is your entire discovery call later. Attack the model, never a company.
Depends what you're trying to hit — price with no context always sounds like too much. Let me send you the lead first, then we'll go through the numbers properly.
Will do — what's the best number to text the lead to as well? That's the part worth having.
Ha — no, it's Alex, I'm in Maine, it's raining. That's why I'm calling instead of blasting you.This now comes up unprompted. Keep it light.
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?
Alex: 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?
Gary: ...Go ahead.
Alex: Appreciate it. Remind me — you run the leveling crew directly, or is there a partner in it too?
Gary: It's mine. Me and four guys.
Alex: 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?
Gary: *(pause)* We could fit that in. Depends what they are.
Alex: 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?
Gary: ...What's the catch?
Alex: No catch on the lead — it's free because it's how I show you I'm real instead of telling you. Fair?
Gary: Alright, send it.
Alex: 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?
Gary: Mornings. Not Monday.
Alex: Tuesday 8:15. Invite's coming — accept it so it holds.
Trigger: completed the application and took the booking link when redirected. New script — nothing covered this before. They've already given you everything and committed a time, so this call is short and it is mostly status: the person they booked is calling them personally, same day. It also does the confirmation call's job — running a separate confirmation at these leads is two calls before the real call (recommendation, Akash to ratify — open decision D4 below).
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}.
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.
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.
Then let's make sure they're on. Same time work for both of you, or should we move it?
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.
Alex: Hey Denise, it's Alex with stpierre.ai — you're on my calendar for Thursday at two, 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?
Denise: Oh — sure. Wasn't expecting a call already.
Alex: That's kind of the product. Your application's in front of me — crawl space work, covering Charlotte out to Gastonia, about $70K a month, and you're spending around $2K on marketing. Anything I should read differently?
Denise: The $2K's mostly a lead service. Honestly it's junk half the time.
Alex: Noted — that's worth ten minutes on Thursday by itself. One thing the application doesn't ask: if I put ten-plus new crawl space jobs on your calendar in the next 6 weeks, could your crew handle that, or would that break you?
Denise: We'd handle it. I'd add a guy if I had to — that's a good problem.
Alex: Good answer. Two things for Thursday: be somewhere you can see a screen — I'll have a preview built for your market. And count one number before we talk: how many people reached out last month, and how many got on your calendar. And who besides you should be on the call?
Denise: Just me. My husband's in the field, he doesn't touch this side.
Alex: Then it's you and me. Invite's on your phone — accept it real quick so it holds. See you Thursday.
Hi, this is Alex — could you help me out for a moment?
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?
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.
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?
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.
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.
Alex: Hi, this is Alex — could you help me out for a moment?
Brenda: ...Depends what it is.
Alex: Appreciate it. We build and run appointment engines for foundation companies — new jobs land on the calendar without buying shared leads or waiting on referrals. I'd like to build the owner a free preview so he can see it working in Wichita. Costs him nothing. Who'd be the best person to talk to about that?
Brenda: That'd be Tony, but he's out on a job.
Alex: 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?
Brenda: After four, usually. I can give him your info.
Alex: Perfect — Alex, stpierre.ai, and my number's {phone}. Tell him it's about the homeowner leads in Wichita. I'll try him after four tomorrow if I don't hear first. Thanks, Brenda.
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. Three script surfaces used to carry rival voicemails; these are the survivors (conflict register, row 4).
Hey {first}, Alex with stpierre.ai — quick question about your {niche} jobs, give me a ring back.
{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}.
{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}.
just tried you — alex. {niche} homeowners in {city} asking for quotes. want me to send you the next one?
Who gets this: the warm list — anyone who gave you a number. Cold scraped numbers never get texted — they stay on email until a lawyer signs off, state by state. Doctrine settled 2026-08-10: text → text → call the quiet ones in one daily batch. Three rival SMS surfaces are consolidated here (conflict register, rows 2–3). Send window 9am–7pm his local time. Blue iMessage, not green. No links, ever, in the first message.
{first} — Alex with stpierre.ai. You and I talked last year about {niche} jobs at {company}. Can you take ten more in 6 weeks, or are you booked solid? Reply stop and I'm gone.
I've got {niche} homeowners in {city} asking for quotes and one crew taking them. Want me to send you the next one? Yours either way.
I run the ads and the follow-up for a {niche} crew in Dallas — about ten homeowners a week. I'm putting the same thing up in {city}. Worth ten minutes?
{first} — Alex, stpierre.ai. I sent you a couple of texts about {niche} jobs, figured I'd just call. Thirty seconds and you tell me if it's relevant?— then the script-2 spine from step 2.
Last one from me, {first}. If {niche} work ever gets thin, text me — Alex, this number. Otherwise, good luck out there.
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?
{first} — here's the one I mentioned. {lead name}, {lead phone}, {suburb}. {one-line job description}, wants a quote this week. She knows you'll be calling. Yours, no charge. — Alex
sorry about that! we won't message you again unless you reach out
Anyone else in on this call with you?
The machine: the cold email goes out as Alex, 9am–4pm ET, ~20–30 a day — one question, one ask: can you handle ten-ish jobs in 6 weeks — reply yes and your best number. Replies fire a webhook → sorted positive / neutral / negative / auto-reply. Anything not clearly a no is treated as positive on purpose, lands in the CRM tagged, and you get an alert with a suggested reply. A human always presses send.
Calling you now — Alex.
Good — what's the best number to text? I've got a {niche} homeowner in {city} I can send you this week, yours either way.
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 your cell?
I run {niche} ads in {city} and hand the homeowner leads to one crew per market. No lead vendors, no depending on referrals. Easier shown than written — what's the best number?
Tommy (reply): maybe. what are we talking about here
Alex: I run foundation ads in Houston and hand the homeowner leads to one crew per market. No lead vendors, no depending on referrals. Easier shown than written — what's the best number?
Tommy: 713-555-0182. dont call before 10
Alex: *(10:05 next morning, by phone)* Tommy — Alex, the foundation-ads guy from email. Thirty seconds and you tell me if it's relevant?
What it is: a video that goes out the moment a discovery call is booked. It warms them up and it lifts the show rate. It never states price — that rule is canon (tab 2, G0). Until now the only one that existed was a one-off built for a single prospect; this is the repeatable version: recorded once per niche, personalised for 20 seconds at the top and the tail (recommendation, Akash to ratify — open decision D3 below).
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.
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.
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.
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.
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.
See you {day} at {time}, {first}. Have the number handy.
yours will have your name and your zips on it — that's what the call is for.
Trigger: discovery on the calendar. Fires at booking, again 24h out, and the morning of. Most no-shows are really un-confirmed calls. Exception (open decision D4): leads from script 3 already got confirmed on the disqualification call — they get the SMS touches only, not a second full call.
Hey {first}, 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.
Hey {first}, 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.
No problem — I've got {day} or {day}, which is better?Two specific slots, never open-ended, pinned on this call. Never "I'll find a time."
Nope — just be somewhere you can see my screen. I walk you through the whole thing.
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.
Happy to move it once more — straight question first: is this still something you want, or has it dropped down the list?
Trigger: the call time passed, they didn't show. Same day, while the preview is still fresh. Zero guilt — guilt kills rebooks. When the rebooked call happens, open it on Q1 setting C (tab 2 settings table).
Hey {first}, 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.
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.
Happens to everyone — that's kind of the point of this, right? Let's grab 15 minutes when it's quieter. Today or tomorrow?
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.
Totally fair — is it a timing thing or a does-this-actually-work thing?Handle the one blocker. Soft no →
Want me to keep your preview on file, or close it out?
Alex: Hey Joe, it's Alex — we were set for two o'clock, figured something came up. No stress at all.
Joe: Ah, man. Yeah — pour ran long, I'm still on site.
Alex: 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?
Joe: Tomorrow's better. Morning.
Alex: Eight-thirty or ten?
Joe: Ten.
Alex: Done — it's back on both our calendars. Accept the invite when it lands so it holds. Go finish your pour.
Your side of this call lives in tab 2 and is not repeated here — G0, the ten questions, the gates, the ladder. This section is the other half: the answers you'll actually hear at each letter, and where each one sends you. Which Q1 you open with depends on how the call got booked — the settings table in tab 2 maps to this tab directly: setting A ← scripts 1/3 · setting B ← script 17's aged cousin · setting C ← script 10 · setting D ← script 17 · setting G (default) ← script 2.
we'll get into all that — first I want to make sure I can actually help you.The big price up front exists as arm B of a defined 20-call A/B (demo-led set) and runs only on calls assigned to it. Recommendation carried here: big result stays the default; big price stays the test (open decision D2).
No lead vendors. No depending on referrals.
we'll call it that.A guessed number he said out loud still works. Do not skip a rung of the funnel walk because he's vague — vague is the finding.
You said referrals dried up twice. Start there — what happens in the office when that happens?
Ask your homeowners whether anyone else contacted them.Never improvise this one.
Alex (G0): 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.
Paul: Fair enough. I'll admit I've been wondering how you'd back that up.
Alex (C): When I called, 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?
Paul: It comes in waves. Spring we turn work away, by August I'm looking at an empty second half of the month.
Alex (L, after the funnel walk): So — sixty people reached out last month, thirty got on the calendar, twenty-four you ran, fifteen sold, at about eight grand a job. Does that look how you'd want it to look?
Paul: The thirty that never got booked is ugly. I knew we dropped some. Not half.
Alex (O): What have you already tried to fix this — and what happened?
Paul: Hired a marketing agency last year. Three months, twelve grand, four jobs. Never again — no offense.
Alex (S): None taken — you'll like how this one's structured. Twelve months from now, you've crushed it. What happened?
Paul: Steady fifteen, eighteen jobs a month, year round. I stop riding the waves.
Alex (E): You told me on the phone you could take ten more in six weeks. Is that real, or was that a good day? And who besides you needs to be comfortable with this?
Paul: It's real — crew can flex. And it's my call. My brother runs the crews, but money's mine.
Alex (R, after the demo and the two yeses): Can I be straight with you about how the money works? It's $6,000 for the six weeks. Half of that is your ad budget — running in your market with your name on it. And it's guaranteed: ten closed jobs in six weeks or you get the full amount back, including the ad money I already spent. (eight seconds of silence)
Paul: …The thirty I'm dropping a month is costing me more than that. Half of them at my rates is — what, fifty grand? What do you need from me to start?
Alex: You just did the math I was about to hand you. Before paperwork: this works when you answer the phone and when you tell me which jobs actually sold. Those two are yours. You good with that?
Merged 2026-08-13 from the demo-led card, the script-bank glance card, the cold-call table and the LEAD2CLOSE module — the four rival objection tables are now this one. Every objection is a question (needs info) or a fear (needs reassurance) — diagnose which before answering. Two or three sentences, then stop. Golden move on nearly all of them — isolate: If money and timing weren't the issue, would you do this?
Yes → it was never a real no; one blocker, name it and clear it.
| 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?" Isolate, then answer only the one they name. Ladder (section 13) only if it's genuinely the number. |
| "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." | Isolate twice first — fired cold it's a gotcha and he'll feel it (full sequence: tab 2, gate 9). "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 from gate 4. No number, no line — go back to gate 4. |
| "How much does it cost?" (early, any channel) | "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 the 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. Stay on the phone. |
| "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." This is the one you catch 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?" |
| "Your ad said $0 down." | Don't argue it — go to rung 6. "Fair enough. Then let me turn it on for three days, no money, no contract, and you tell me what you think." Rung 6 rules apply: define what three days proves, set the conversion ask before the trial starts. |
| "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." The holding line, ruled into the script bank. Week-seven terms themselves are still unruled — never invent price, scope or renewal beyond this sentence (open decision D5). |
| "What if I get 8 jobs, not 10?" ⚠️ | Unruled — do not improvise a partial-refund rule on a live call. Until Akash rules it: "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 — but the guarantee is ten or your money back." |
| 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. |
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 false under the flat fee. The replacement is the risk story: the fee is flat; the guarantee is what's performance-tied. Also dead: the retired three-month window, the $1 start, the $1,000 deposit, pay-per-inspection, and "no expensive advertising."
The rule lives in tab 2, gate 9, verbatim: $6,000 anchor → the guarantee → $5,500 paid in full → three payments of $2,000 every two weeks ($1,000 ads and $1,000 service each time) → more payments if that's what it takes → free 3-day trial, last. Work down in order, stop the moment they say yes, never open on a lower rung, never spend a concession that hasn't been refused into. This section adds only the speakable phrasing:
| # | Rung | Say it like this |
|---|---|---|
| 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." |
| 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." |
| 3 | Paid in full | "If you pay it in full today, it's $5,500." "Today" has to be real — honor the deadline or don't set one. |
| 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." Said as intent — never turned into arithmetic on the call. The split is not discounted; PIF buys the $500, the split buys time. Never both. |
| 5 | More payments | Split it smaller if he needs it. Same $6,000 total. |
| 6 | Free 3-day trial | Last rung, only after every rung above was refused — it's the answer to "$0 down," never part of the pitch. Define what three days proves out loud, and set the conversion ask before the trial starts: "if it does what I think it'll do, we start the six weeks Monday. Deal?" |
Parity note: the demo-led set's six-rung section matches this numbering as of 2026-08-13. The delay-cost answer ("let me think about it") is not a rung — it's an objection answer, it costs nothing to use.
The six cartridges live in tab 1 with full transcripts; the per-gate branches are already inside tab 2. This is the one-glance version — guess from the application before you dial, confirm or correct inside the first two minutes:
| Cartridge | Tell | The one thing to do |
|---|---|---|
| C1 · Portfolio Operator | Runs several markets or brands; talks infrastructure, asks about delivery paths | Skip the creative story. Ask which market has budget this month; show the delivery path; offer his engineer a call. |
| C2 · Legacy Family | Family shop, decades old, several family members in the decision | Lead the demo with human-not-AI. Ask for decision-makers by name and role. Correct unrealistic CPL expectations early and plainly. |
| C3 · Breakaway | Split from a bigger outfit; prove-it posture; a partner offstage | Hand him the method to catch you — "ask your homeowners whether anyone else contacted them." The guarantee is his floor. Reschedule rather than pitch without the partner. |
| C4 · Self-Sufficient | Runs his own ads, names his own CPL and ROI unprompted | Jump to the overlap check at gate 3. Usually a disqualification, and the win is saying so: You're running the exact channel I'd be running, at numbers I can't promise to beat, and we'd end up bidding on the same person. I'd double your own spend for a month and measure it. If it stops scaling, call me. |
| C5 · Comparison Shopper | Has vendors side by side, quotes competitor volume at you | Don't fight on volume. The 3%/97% frame and "I'm the gas." Ask what each source actually closed this year — the gap is the pitch. |
| C6 · Performance Negotiator | Wants rev-share, pay-per-job, skin-in-the-game terms | Refuse revenue-share — the reporting never matches reality. The pre-approved concession is fee-at-risk (the guarantee). Concede it once, then stop conceding. |
Trigger: the call ended on a dated decision or a maybe — never on "I'll think about it" (that gets the isolate on the call itself). The follow-up leads with a give, not a chase.
good talking today, {first}. here's the 7-Ad Blueprint — the exact ads we'd run for your {niche} jobs: {blueprint link}
start with ad #1 — that's the one that fills the calendar fastest. which of the 7 feels most like your market?
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?
Is it the money, the timing, or whether it'll actually book you jobs? Let's name the real one.Then the objection table. 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.
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.
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.
Trigger: closed = settled payment, never a CRM stage. ⚠️ The whole kickoff path is built but has never run on a real deal — verify on first live use.
Welcome aboard, {first}. 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?
Totally normal to feel that — but the risk sits on my side. 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.
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.
Almost nothing — your area, your job types, and to answer the phone when a job comes in. I run the rest.
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.
Trigger: gone quiet 30+ days, or an aged closed-lost getting one light touch. Re-open the door or get a clean close-out — no chasing ghosts. If they re-engage into a discovery, that call opens on Q1 setting D (tab 2 settings table).
Hey {first}, 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. Want me to keep your file open, or should I close it out?
Let me ask you two quick things and if it's still a fit I'll build you a preview.
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.
All good — stpierre.ai, we put 10+ new {niche} jobs on your calendar. You raised your hand a while back. Worth two minutes to see if it still fits?
No sweat — I'll keep your file open in case timing changes. You know where I am.Clean close-out, reason logged.
sorry about that! we won't message you again unless you reach out
Rule 5.2 of the build: no conflict gets silently resolved. Every disagreement between the source surfaces, and what this tab did about it. "Resolved (recommended)" means the playbook takes a position Akash can overrule in one line.
| # | The conflict | What this tab does | Status |
|---|---|---|---|
| 1 | Two cold-call scripts both live. Demo-led Doc A (Aug 5) opens with a free preview; cold-call playbook v1 (Aug 9) opens with a free lead and explicitly supersedes the older cold scripts. | Script 2 runs the newer lead-first call. The preview-led pitch survives only as the fallback where no live lead exists in that market (the honesty gate). Doc A's gatekeeper + voicemail survive as scripts 4 and 5. | Resolved (recommended) |
| 2 | SMS cadence. cold-sms-launcher: 4 texts over 8 days, no call step. Launcher 19: 2 texts, then the daily dial batch, no third text. | Launcher 19 wins — it matches the settled doctrine (text, text, then the dial batch). The old sequence's exit text survives as the close-out after the dial batch misses. | Resolved (recommended) |
| 3 | "Say $0 down" recommendation (cold-sms-launcher rec 2) vs the retired $0-down money model. | Retired from outbound copy. "$0 down" survives only on funnel pages, and rung 6 is the live answer when a prospect quotes it back. | Resolved (recommended) |
| 4 | Three rival voicemail scripts (17-word inbound, Doc A four-liner, cold-call VM1/VM2). | Script 5 keeps two: 17-word for inbound leads, VM1/VM2 for cold. Doc A's four-liner retires. | Resolved (recommended) |
| 5 | Two rival first texts on a new application (state 1's "you the owner?" vs the 10-minute "how many jobs could your crew take?") — the script bank itself flags that only one should exist. | Script 1 keeps "you the owner?" as T1 — shorter, human, answerable in one word. The capacity question moves to the phone, where it belongs. | Resolved (recommended) |
| 6 | The qualification sets don't match — Jean bot, triage gate, and the old setter SOP run three different question sets, and the SOP's revenue floor was never given a number. | Scripts 1–3 run: niche · city/market · capacity · decision-maker · timing. No revenue floor as a gate — capacity predicts fit. But revenue is still collected (Akash's voice note lists it as a must-know): confirmed from the application, asked if missing. | ⚠️ Escalated — needs Akash's yes |
| 7 | Week seven. Demo-led says nothing true exists to say; the script bank carries a ruled holding line. | The holding line is adopted (section 12) — it's a deflection, not an invented term. The terms themselves stay unruled (D5). | Resolved (recommended) |
| 8 | Quiet hours. One spec says 8am–9pm recipient-local, another 8am–7pm. | Not ruled here. Until Akash picks, the tighter window applies. | ⚠️ Escalated |
| 9 | What counts as "closed." Flagged unruled in demo-led Open Item 4; gate 9 and the script bank both carry "a signed contract or an accepted quote." | Canon's definition stands everywhere in this tab, with the recording mechanism said out loud at kickoff. | Resolved (canon) |
| 10 | The commission story — older surfaces taught "I get paid on what closes / I take a cut," which is false under the flat fee. | Banned in the standards box; every consolidated script here runs the risk story instead. Live surfaces checked 2026-08-13 and already clean: this file, the war-room trainer, the war room, and both REP-OS files mention per-close pay only as banned language. Live instances survive only inside retired archives (LEAD2CLOSE, the July script library) under do-not-run banners. | Resolved (verified) |
| 11 | The in-lieu-of-call Loom quotes price in writing. That kit says $6,000 / $5,500 / "2 × $3,000" on camera and in a pasted one-pager; canon rules "never put the price in writing and never put it in the video," and 2×$3,000 is not a ladder rung. | Not resolved here. The pre-call Loom (script 8) stays no-price per canon. Whether an async-close Loom is allowed to break the price rule — and on what split — is Akash's call. | ⚠️ Escalated |
Rule 5.1: a source file left intact beside this tab is a rival script. Nothing below has been edited yet — Akash approves this table, then the sweep runs. The model is audit-discovery-call-script.html: retired 2026-08-10, now one line pointing at canon.
| File | Proposed disposition |
|---|---|
sales-engine/script-bank-by-state-2026-08-05.html | Pointer. All 15 states absorbed into this tab (scripts 1, 5–7, 9–10, 12, 15–18 + the offer banner into the standards box). Its two conflict sections live on in the register above. |
StPierre-GTM/cold-call-playbook-v1-2026-08-09.html | Pointer. Spine, objections, voicemails absorbed into scripts 2, 5 and 12. The scorecard section (connect/set/show rates) is ops, not script — move it to the cockpit docs or keep it as an appendix stub. |
StPierre-GTM/cold-sms-launcher-2026-08-10.html | Pointer. Absorbed into script 6 with its conflicts resolved (register rows 2–3). The worked thread example is preserved in spirit in script 6's reply rules. |
Launchers/19-sms-first-sales-launcher-2026-08-10.html | Partial pointer. The rail (script copy) is absorbed into script 6; the launcher's ops half (batching, who-gets-texted governance, the library audit) stays — it's a launcher, not a script surface. |
sales-engine/demo-led-call-set-2026-08-05.md | Banner update. Already marked non-canonical. Doc B's worked examples and the A/B test spec stay (referenced by tab 2); Doc A's cold entry gets a pointer to scripts 2/4/5 with the register-row-1 resolution noted. |
Funnel-and-Offer/LEAD2CLOSE-PLAYBOOK.html | No action. Already a triple-bannered archive ("do not run anything in this file"). Its commission-story lines sit under a do-not-run banner; sweeping an archive adds risk for no live benefit. |
sales-engine/sms-rewrites-2026-07-20.html | No action. Already carries the full superseded banner pointing at the live launcher. |
StPierre-GTM/mn-cl-spinup-2026-08-06/loom-kit-dale-2026-08-06.html (+ the 08-10 sibling launcher) | No action on the files — prospect-specific artifacts. But they carry the price-in-video conflict (register row 11); whichever way Akash rules, the loser gets a banner. |
| Commission-story live sweep | Already done — verified 2026-08-13. The war room, the trainer cards and both REP-OS files carry per-close pay only as banned language. Nothing live left to sweep; the demo-led "sweep not yet done" note is stale and can be closed. |