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Lesson 5 of 9 · 14 min

Demo and close

Start from their words, walk one job, price once, ask.

Before the demo

  • Re-read your notes: the gap in their words and the number they gave you.
  • Have the 10 steps open. You will use their words, not a slideshow speech.
  • Have the price ready: $7,500 install, $997 a month.
  • Have the handoff questions ready so you are not scrambling if they say yes.

No notes from the cold call? Ask the gap question again before you show anything. Never start with a general tour.

How the 15 minutes go

  1. Step 1

    Start from their words

    "Last time you said jobs sit while you're on site, sometimes a couple of hours. Walk me through what happens from the missed call to you seeing it."

  2. Step 2

    One more leak — only if it is real

    "What about evenings and weekends — does that sit until Monday?" Do not hunt for ten problems.

  3. Step 3

    Walk one job through the system

    Pick their work: a leaking cylinder, a boiler off, a consumer unit. Take that one enquiry from the moment it comes in to booked, reminded, and the owner told. Use the 10 steps. Do not skip any.

  4. Step 4

    Draw the line

    "You still price the job and do the work. This just stops the enquiry dying before you ever see it."

  5. Step 5

    Paint the picture

    One short picture of their Monday with it in place. See below.

  6. Step 6

    State the price once, clearly

    $7,500 setup. $997 a month. Then stop talking.

  7. Step 7

    Ask for the decision

    Silence is fine. Do not fill it with a discount or more features.

Match what they care about

Some owners want the maths. Some want the stress gone. Most want both. Do not use the same close on everyone. Listen for which one they keep coming back to.

If they asked about cost, time, or how many jobs

One missed emergency a week, at what you charge, is more than the monthly. The setup is $7,500. You keep the jobs it books. Does the maths work for you?

If they talked about stress, evenings, the phone never stopping

The point is you stop thinking about it. A job comes in at 8, it gets answered, it's booked in. You see it in the morning. Is that the bit you want?

If you can't tell

What would make this worth it — the jobs, or not having to think about the phone?

Change the words, never the price.

Make the fix feel already theirs

Just before you ask, give them one short picture of life with it in place.

Picture Monday

Picture Monday. You open your phone and there are jobs booked from the weekend that you never touched. The homeowner got a reply in seconds. You just see the bookings.

The price and the ask

Say it once, then ask

Setup is $7,500. $997 a month after that. You keep the jobs it books. Do you want this in, or is it a no?

If they say no after hearing the price, ask one honest question: "Is it the money or the timing?" Then stop. Do not keep adding features.

When they push back

"That's expensive."

Earlier you said you're losing about [their number] a week. That's [their yearly number] a year. The setup is $7,500. Does it still look expensive next to that?

Point at the number they already gave you. Do not discount. Do not use a number they did not say.

"My partner answers the phone."

That's common, and it works until they're on a job, driving, or it's evening. What happens to the emergency that comes in at 7pm? This doesn't replace them. It catches the ones they physically can't.

"Send me an email."

I can, but an email won't show you much. You've just seen how it works on your own jobs. Is there one thing you're unsure about? Let's sort it now, or tell me it's a no.

"I need to think."

Of course. Which part — the price, the timing, or whether it books the right jobs? If you still want the night, let's put a time on it. [Day] at [time]?

A follow-up needs a real day and a clock time. Without one, count it as a no.

"We're too small."

Small is the normal fit. One to a handful of vans, owner on the tools, no receptionist. You said you're missing [their words]. That's the only thing that matters here, not the size.

If the gap is not real, leave. If they want a feature that is not in the 10 steps, say: "I'll check that with Josiah before I promise it." Never invent a yes.

After a yes

You do not install anything. You collect the handoff and send it to Josiah the same day. Tell the owner Josiah will contact them to schedule the install and take payment. Do not take card details yourself.

  • Business name and town
  • Owner's name, mobile, and email
  • Trade and how they get leads today
  • The gap in their words, and the number they gave you
  • Price agreed: $7,500 + $997 a month
  • Best days for Josiah to install and talk

Confirm only what was agreed. Do not add a promise that was not said on the call.