1 · Set the frame (2 min) — camera to camera, no screen share

Frame + video + qualify

"Hey [NAME], can you see and hear me okay?" Camera off? "It's [TIME] over there, you're not still in your pajamas are you?" (gets the camera on without asking)
"How's the week been? Busy season treating you right?"
"Did you get a chance to watch the video I sent over?" Yes: "What were your thoughts? Any questions come up?" · No: "No stress, we'll cover it on this call anyway."
"Quick one before we dive in, is there anyone else who'd weigh in on a decision like this, business partner, wife?" If YES and they're not here: do NOT run the demo. "Let's grab a time when you're both free, this only works if you both see it." Rebook and end warm.
If NO, TIE IT DOWN (keep it light, internal pressure not external): "Perfect, so it's 100% your call. So if what I show you today makes sense and you like it, is there anything that'd stop you from making a call on it today, one way or the other?" A clean "no reason" locks the close (their own words kill the think-about-it later). Any hedge = a hidden objection, dig it out NOW: "What would need to be true for it to be a yes?"

"First part of this call is pretty simple, I just want to understand where the business is at and where your jobs come from, see what the gap looks like, and see if we can even help. If it makes sense, we'll talk next steps. Sound fair?"

2 · Find the pain (3 min)

Open the can of worms

"So what got you into [TRADE] in the first place?" Rapport. Let them talk.
"What made you book the call? What's the problem you're trying to solve?"
"When you say more jobs, is it a volume thing, a quality thing, or a consistency thing?" "I just want more work" is a smokescreen. Dig: script down, shovel out.
"What's the biggest headache in the business right now?"

The moment an answer has depth, STOP the script and probe. "Tell me more about that." Their words here are ammo for the close, write them down.

3 · Current state (5 min)

Get the real numbers

"Where do most of your jobs come from right now?" Word of mouth is the usual answer. "And what happens when word of mouth goes quiet?"
"What kind of jobs do you WANT more of? What's the best-paying work you do?" This picks the main service the plan targets.
"What's a typical job like that worth, roughly?" WRITE THIS NUMBER DOWN. It goes in the ROI calculator later, in their own words.
"What does a good month look like vs. a slow month?"
"What photos do you have of your work? Roughly how many?" Priming: they start picturing THEIR site. You need these for the build anyway.

4 · Past attempts + doubt (5-10 min) — the ammo slide

What have they tried?

"Have you ever worked with a marketing agency, or a website guy, before?"
"How much were you spending? What did you actually get back? How many of those did you close?" Get real numbers. Vague = probe.
"So if that had worked, you wouldn't be on this call, right?" They admit the old way failed. Do not skip this beat.
"And if nothing changes, where's the business this time next year?" Cost of inaction. Let the silence sit.
"Flip side, if the phone rang every week from Google, what does next season look like?" Desired state. Write their answer down, it's the promise line.

5 · Transition to the board

Start the screen share HERE

"Look, I'm more of a visual guy, and honestly it's easier to show you than tell you. Let me pull up what's actually going on in [CITY] right now, can you see my screen?"

Share ONLY the board window. This file stays on your other screen.
Board order: How customers find you → Your area LIVE (hit Open Google, search their service + town) → Does this work (proof first, per Cameron: Vista 13.4→5.8 map rank, reviews 11→18, 3 weeks) → What we build → Reviews (Feeding America story: every review = a meal donated in their name) → Timeline → The math → Worst vs best case (close on this frame, then "anything else you need to know before we get you signed up?")
Click a frame to fly to it. O = whole board. Zoom and point while you talk. Pen = P, clear = C.
On the Google frame: read the top 3's review counts out loud, they feed the review race calculator two frames later.
Pre-call option: run a LeadSnap heat-map scan for their main service + town. If you have it, hit the green Heat map button instead of Google. No GBP at all? Use the "we build it from scratch" line, it becomes an advantage (no bad history).
GBP UPSELL PRIMING, on the Google frame: open THEIR profile. Point at 2-3 real gaps (missing categories, thin photos, empty services). Ask "has anyone ever properly set this up for you?" Get the "no". The $500 optimization at the close is now the fix to a problem they admitted.
Reviews frame: the calc needs their PAST CUSTOMER list size, ask "roughly how many customers have you done over the last 5 years?" INTERNAL ONLY, never say it: we send ~20 review requests a week in month one, then slow down.
Screen share comes DOWN for anything personal. The math frame already shows the $297.

Open the board

6 · Pitch talk track (on the board)

Promise, pillars, timeline

"So for you specifically, there's really four things that take you from [THEIR CURRENT STATE, their words] to [THEIR DESIRED STATE, their words]. Sound good?"

Each pillar, this shape

"Most [TRADE] guys..." (the market's mistake)

"Here's why that's a problem..."

"So instead, what we do is..." (the pillar)

"So you can..." (their benefit, their words)

"Make sense?" tie down EVERY pillar

Weave in their ammo

"You told me [PAST AGENCY] charged [X] and sent you nothing you could see..."

"...that's exactly why everything we do is tracked, you'll see every call."

Timeline slide: set the review expectation honestly. Realistic pace, not hype.

7 · The math + the close

Price is VERBAL, then the math

"So that's the plan. What questions do you have?" Answer them all, still on the board.
Before the math frame: TAKE THE SHARE DOWN a beat. "So what are your thoughts, how are you feeling about it?" They must be sold on the plan BEFORE the money talk. If lukewarm, do not move on, dig for the concern.
Re-share on the MATH frame. $297 is already on it. Type THEIR average job number in and let the three numbers land. "So one [X]-dollar job covers [N] months of this. How many of those do you land in a normal year?"
Then stop talking. Let them react to the math.
Fly to frame 09. "Is there anything else you need to know before we get you signed up?"
Then frame 10, present the three options: $297/mo · $297 + $500 one-time GBP optimization ("remember those gaps we saw on your profile?") · 3 months upfront = optimization half price. Recommend option 3, then be quiet.
The moment they pick, take the card ON the call: "Perfect. Is that on Visa or Mastercard?" Pull up Stripe and do it together. STOP the screen share while they read the card out (the call is recorded, never capture card numbers). Payment confirmed, re-share on Getting Started.
Then assumptive logistics: "When are you free for the onboarding call this week?" · "Which jobs are you proudest of? Text me those photos after this call."

8 · Objection quick reference

If it comes up

Partner / wife (missed at the frame)

Isolate: "Besides checking with them, you're 100% in on this being what the business needs?"

Split: "Is that a respect thing, you're doing it anyway and letting them know, or do they need to sign off on the money?"

Move: "What do you think they'll say when they hear the number? Can we get them on a quick call now, or grab ten minutes tomorrow with you both?"

Think about it / price

"Think about it" is a smokescreen. "Totally fair. Usually when someone says that it's one of two things, the money or a doubt it'll work. Which one is it for you?"

Price: back to the math zone, their own job number. "You told me one job is worth [X]. This costs less than [N]% of one job a month."

Been burned: "That's exactly why everything is tracked and you see every call. You'll know what it's doing every single week."

Every close beat uses THEIR words from discovery. If you did slides 2-4 right, this slide mostly stays unused.