DRAFT — work in progress
Discovery (v1.8) + Pitch (v1.9), Hartsuff 5P. Part 3 — Close & Objections — is next. Until then, Sales Call Script §4 and the Objection Cheat Sheet cover post-Pi5.
Before the call (Google Meet)
Voice:
- ~150 WPM.
- Louder than feels comfortable.
- Discovery talk ratio ~25/75.
- Count to 5 before refilling silence.
Posture:
- Neutral curiosity, not interrogation.
- Follow the thread when their answer goes somewhere juicy.
- If they answer multiple P’s in one breath, let them finish, then recap and drill anything thin.
- Don’t pitch in discovery.
Avoid:
- Trash-talking the previous agency.
- Sympathizing more than once.
- Accepting “more” or “it hurts” — you need numbers.
Pull-teeth (when an answer is vague):
“Can you tell me more about that?”
“Can you give me an example?”
Pre-handle the 3 real objections in discovery: Money → P3 Pain. Time → P5 Position. Decision-maker → P5 Position.
Write down everything they say verbatim — their language is your close ammunition.
PART 1 — DISCOVERY
P0 OPEN ─→ P1 PROBLEM ─→ P2 PAST ─→ P3 PAIN ─→ P4 POTENTIAL ─→ P5 POSITION ─→ R RECAP ─→ [PITCH]
Sequence is the default, not a rule. Hit every P’s move-on state before pitching.
P0 · OPEN & FRAME
Goal
Set the frame, get permission to proceed.
Say hi, do some small talk, etc.
“Alright — so we’ve got about 45 minutes. Cool if we jump right in?”
“Awesome. So here’s what we’re going to cover today. I’ll ask you some questions about your business so I understand what’s going on, what your specific problem is. Then we’ll crunch through the numbers and make sure that we fit. If I feel like we can help in some sort of way, I’ll show you how — show you the different packages we’ve got. If it makes sense at the end, we can get you started and all set up. Does that sound good?”
P1 · PROBLEM
Goal
Label their biggest problem.
“So walk me through what’s going on… what’s happening in the business that got you to reach out?”
If “just need more leads”:
“Oh yeah — everybody wants more leads. What does that look like for you right now? Can you elaborate?”
If “just wanted to learn more”:
“Sure. But you don’t hop on a call just to learn. What’s the actual issue you’re trying to solve?”
If they name multiple problems:
“OK — so what I’m hearing here is you have a lead cost / volume / quality / consistency problem. Which one’s the biggest one holding back growth right now?”
Recap and confirm:
“So at the core, this is a [lead volume / cost / quality / consistency] problem — you said [their specific phrase]. Did I get that right?”
P2 · PAST
Goal
What they’re doing now + what they’ve tried that didn’t work. Their past shapes your pitch.
“Got it. So with [labeled problem] in mind — what are you currently doing to try to solve it? How are you getting customers right now?”
For each channel, ask:
- How long
- Agency or in-house
- Money / time spent
- How is it going?
Sweep missing channels:
“What about SEO? Google? Meta? Lead brokers? Anything else?”
Total spend rollup:
“When you add it all up — what are you spending on marketing in total right now, give or take?”
Then past:
“And before this current setup — what have you tried in the past that didn’t pan out?”
“Why do you think it didn’t work?”
If results on something current are “good”:
“Why not just do more of that?”
Recap and confirm:
“OK — so right now you’re getting customers from [channels], spending about $[total/mo]. And you’ve tried [past attempts] which didn’t pan out because [reason]. Did I get all that?”
Write down (their words): channels + spend per channel · total marketing spend (rollup) · agency / DIY history · past attempts · why past attempts failed · any projection phrase (“agencies always over-promise”) — flag for objection later
Move on when
- Current channels + spend rollup
- Agency / DIY history per channel
- Past attempts + why they failed
P3 · PAIN
Goal
Put a dollar number on the pain. No number = no max price.
“Cool. Let’s run through some numbers — so I get a sense of where you’re at.”
Walk the math (always — even if they volunteer a cost number):
“What’s your monthly revenue right now?”
“Average ticket per job?”
“LTV — what’s a customer worth over time?”
“Gross margin? For every dollar in, what are you actually keeping?”
Pain of staying stuck:
“How long’s this been going on?”
“Is this affecting anything else beyond revenue?”
“What about you personally?”
“12 months from now if nothing changes — what does that look like?”
Recap and confirm:
“So [year-ago revenue] a year ago. [Duration] of this — [main pain point in their words], [secondary impact]. And if nothing changes — [their 12-month picture]. That right?”
Write down (their words): revenue · ticket · LTV · margin · duration · spillover / personal impact · 12-mo-out picture
Move on when
- Monthly revenue
- Ticket + LTV + margin
- Duration
- 12-mo-out picture if nothing changes
P4 · POTENTIAL
Goal
Target number + measurement + the personal why behind it. You’ll paint the gap at recap.
“OK — flip side. Where do you want revenue to be in 6 months?”
Drill:
“Why that number specifically?”
“How many jobs a month does that work out to?”
“How will you know it’s working? What are you measuring?”
Personal:
“And what about for you personally?”
Recap and confirm:
“So you’re going for $[target] in 6 months — about [Y] jobs a month — and what really matters here is [their personal why]. That sound right?”
Write down (their words): 6-month target · measurement · personal why (“take my wife on a real vacation”, “hire two more guys”, “cover the mortgage”)
Move on when
- Target number (revenue or jobs/mo)
- Measurement (how they’ll know it’s working)
- Personal why (verbatim — close anchor)
P5 · POSITION
Goal
Timeline + DM structure + biggest blocker. Pre-handles time + DM objections.
Timeline:
“Timeline-wise — when are you hoping to have this fixed? Are we talking next month, three months, six?”
If they refuse a date (often after a prior burn — “I just need something that works”): don’t push. Capture their exact phrase as the timeline. At close, manufacture urgency from P4 why + P3 pain, not a calendar date.
Decision structure:
“And on a decision like this — who else is involved? How do these decisions typically get made?”
- If they mention a spouse / partner / coach / CFO / co-owner: > “Got it. So they know you’re looking at this? What do they think about it?”
Centerpiece — biggest blocker:
“Last one — out of everything we just covered, if there was one piece that, if we cracked it, would change the most for you… what would that be?”
- If they fumble or stay vague: > “Like — lead quality, close rate, consistency, the channel itself, the team — what’s the single biggest blocker right now?”
This answer is Pi2’s spine.
Recap and confirm:
“Got it — so timeline-wise [their timeline answer in their words], decision-wise it’s [structure], and the biggest blocker — the thing that if we fix it changes the most — is [blocker in their words]. Right?”
Write down (their words): timeline (date or phrase) · DM structure · biggest blocker (verbatim)
Move on when
- Timeline (date or phrase)
- DM structure
- Biggest blocker (verbatim — Pi2 spine)
R · RECAP & TRANSITION
Goal
Stack everything, compute the gap, get “that’s right”, earn permission to pitch.
Step 1 — full stack recap with gap computed:
“Alright — let me make sure I got this whole picture. Right now you’re at [P4 goal] — that’s a gap of $[gap] a month you want to bridge. The issue is [P1 problem], you’ve tried [past attempts] which didn’t work because [reason]. This has been going on for [P3 duration], and the reason you’re doing this now is [P1 trigger]. You’re hoping to have it fixed by [P5 timeline]. Did I get all that?”
Step 2 — anything else:
“Anything else we didn’t cover that I should know?”
Step 3 — channel call + permission to pitch:
“Based on everything you’ve told me — and given that [biggest blocker from P5] is the piece holding everything back — I’m super confident we can get you to [P4 goal].”
- If they got burned with the channel you’re calling, acknowledge first: > “Now look, I know you got burned with [channel] before — and I get it. But I still think [channel] is the right move here, and I want to show you why — and how we’d do it differently.”
- Otherwise: > “The way I’d do it is with [Google/Facebook], because [strongest signal].”
Drop a proof breadcrumb:
“You’re actually in a really similar spot to a [trade/situation] guy I worked with — same kind of [their P1 problem]. We got him turned around in [timeframe].”
Ask permission:
“Want me to walk you through the plan?”
If you only hear “you’re right” (not “that’s right”), ask one more clarifying question before pitching.
Move on when
- “That’s right” (not “you’re right”)
- Verbal yes to hear the offer
PART 2 — PITCH
Pi1 POSITION ─→ Pi2 PILLARS ─→ Pi3 PROOF ─→ Pi4 PROCESS ─→ Pi5 PACKAGE ─→ [SILENCE → ASK]
Max 10 min. Aim 5–7. The pitch is a callback of discovery — say their words back to them.
Before you pitch
Earned this when: “that’s right” + verbal yes + biggest blocker captured verbatim.
Voice shifts: ratio flips (~65/35 you/them) · same slow pace (~150 WPM) · 10 min ceiling, aim 5–7.
Avoid:
- Listing features. Every line is “problem → what we do → what that means for you.”
- Reciting services menu. Pillars are USPs, not deliverables.
- Revealing price before Pi5 solution buy-in.
- Pitching both channels. One channel, one plan, one price.
Solution-yes before price-yes. Don’t merge them. If they say no after, you know which one was wrong.
If they ask price mid-pitch: > “I’ll get to that — I want to make sure I’m pricing the right plan for you first. Two more minutes.”
The deck is dual-purpose: live structure during the call + leave-behind for the 92% who go to call 2. Build slides so a partner / spouse / CFO understands them cold.
Pitch deck structure
| Slide | Beat | What’s on it |
|---|---|---|
| 1 | Cover | Brand mark + “Plan for [their company]“ |
| 2 | Pi1 Position | 3 stats, big numbers, no body copy |
| 3 | Pi2 Pillar 1 — The Offer-Cycle System | Mechanism + Problem / Solution / Assurance / Benefit |
| 4 | Pi2 Pillar 2 — The Optimization Cascade | Same shape |
| 5 | Pi2 Pillar 3 — The Always-On Channel | Same shape |
| 6 | Pi3 Proof | Lead case study + logo row |
| 7 | Pi4 Process | Phase 1 / Phase 2 timeline + cadence |
| 8 | Pi5 Package | Deliverables list — no price on this slide |
| 9 | Pi5 Price | One slide, one number — or skip and say verbally |
No price slide if the deck leaves the room before the close. A static price slide in a partner’s inbox without your framing = price is the headline. Say it verbally, hold slide 8.
Pi1 · POSITION
Goal
Credibility in 60–90 sec. Three stats. Move on.
Deck slide 2: three big numbers, one-line label each. No body copy.
“Before I show you the plan — quick context on us so you know who you’re working with.”
The three stats:
“We’ve worked with home-service businesses across [N] trades — plumbing, roofing, fence, gutter, garage, drain, lighting, painting. We’ve managed [Y] in revenue for those clients over the last [12 months / 24 months].”
Transition:
“OK — now to the plan.”
Stats to lock:
| Stat | Current | Lock-in source |
|---|---|---|
| Trades served | 16 | Confirm + pick 6–8 most relevant for the visual |
| Live clients | 8+ | Pull from clients/ roster |
| Total ad spend managed | [FILL — last 12 mo] | Across Google Ads accounts |
| Total revenue driven | [FILL — last 12 mo] | Per-client revenue figures |
Move on when
3 stats out, under 90 sec, “now to the plan” said.
Pi2 · PILLARS
Goal
3 pillars, problem → solution → outcome, customized to discovery. USPs not services.
Deck slides 3–5: mechanism as title, 4 lines (Problem mirror / Solution / Assurance / Benefit).
“Three things make us different from any agency you’ve worked with before. They stack. Here’s how.”
Pillar template — five slots:
| Slot | Purpose |
|---|---|
| Problem | Mirror their exact pain |
| Solution | Name the mechanism. One line |
| Assure | Why it works + what it is NOT |
| Benefit | Tight outcomes list |
| Confirm | Single yes-question |
Pillar 1 — The Offer-Cycle System
Solves: Lead quality + Lead volume
Problem-slot openers (pick the closest mirror to their discovery quote):
- For their “low quality leads” issue
- For their “high cost leads” issue
- You know how you mentioned “all my leads are tire kickers”?
Cohesive delivery:
“For your ‘low quality leads’ issue — that’s exactly why every campaign starts with our offer-cycle system. We test 3 offers head-to-head right out of the gate, see which one pulls the highest quality leads at the lowest cost, and double down on the winner. We aren’t running discount-based ads to compete on price — we lean on the value triggers that justify your price: speed, quality, trust, the things your ideal customer actually pays for. This dramatically lowers your lead cost, raises lead quality, and finds the winning ad way faster than guessing one at a time. Do you think that would help?”
Pillar 2 — The Optimization Cascade
Solves: Lead cost + Lead volume
Problem-slot openers:
- For their “my CPL keeps creeping up” issue
- For their “last agency set it up and never touched it” issue
- You know how you mentioned “I’m burning budget on the wrong stuff”?
Cohesive delivery:
“For your ‘my CPL keeps creeping up’ issue — that’s exactly why we run our daily, weekly, and monthly optimization cascade on every account. Every day we’re in your account cleaning up waste, every week we run a bottleneck analysis to find the one number blocking your account from scaling — could be cost-per-click, conversion rate, close rate, whatever’s the actual ceiling that week — and every month we do a full strategic review. The cadences run no matter what. And we aren’t a ‘check in once a month’ agency running a generic checklist — every cycle is tuned to where you want the business to go, not just what the dashboard says. You stop wondering if anyone is actually working on your account. There’s always a specific number we’re attacking that week, and over time CPL drops, leads compound, and the account just keeps getting better. Does that hit?”
Pillar 3 — The Always-On Channel
Solves: Consistency / growth + Tracking / accountability
Problem-slot openers:
- For their “I never knew what was actually going on” issue
- For their “I had to chase my last agency down” issue
- You know how you mentioned “I went weeks without hearing from them”?
Cohesive delivery:
“For your ‘I never knew what was actually going on’ issue — that’s exactly why every client gets their own dedicated Slack channel with me and your account manager. You get 24/7 one-on-one access in your own dedicated Slack channel, a monthly update video I record walking you through what happened and what’s coming, a monthly strategy call to align on direction, and a live dashboard so your data is always reported in real time — not just at month-end. We aren’t an ‘email-only, two-day-response’ agency — when you have a question, you ping us in Slack and you get an answer same day. You always know what’s going on with your account. No more wondering, no more chasing. And when something comes up, you don’t wait days for a reply — you just send a message and we’re on it. Sound right?”
End-of-Pi2 stack recap (transitions into Pi3)
“Three angles, all stacked: the offer-cycle system dialing in what makes your ideal buyer call, the optimization cascade finding and attacking the weekly bottleneck so your account keeps compounding, and the always-on channel so you’re never in the dark on what’s happening. Quick example of someone in a similar spot —“
Delivery order
Deck order fixed (1→2→3). Spoken order can flex — open with the pillar that matches their P5 blocker so the strongest mirror lands first.
Write down (before the call): which pillar matches their P5 blocker · which Problem-slot opener you’ll use per pillar
Move on when
3 pillars delivered + stack recap done + “quick example of someone in a similar spot —” said.
Pi3 · PROOF
Goal
One case study they see themselves in. Quick breadcrumbs to others.
Deck slide 6: name + trade + region + before/after numbers + logo row of 4–6 others below.
“I want to point to this one specifically —”
Pick by closest parallel: same trade → same problem → same region → same revenue size → same prior-agency-burn
The “they were like you” shape (60–90 sec):
“[Name, or ‘a $X/mo plumber in [region]’] came to me [Y months ago]. I feel like they were like you because [specific parallel — same trade, same prior-agency burn, same revenue size, same channel problem]. They were dealing with [parallel to their P1 problem]. We did [matched to one of your pillars]. [Y months later] they’re at [outcome — leads, revenue, or a specific number]. That’s a similar version of what we’d do for you.”
Don’t skip either phrase — “like you because X” and “similar version of what we’d do for you.”
Breadcrumb to others (gesture to logo row):
“And we’ve done similar things with [trade 2], [trade 3] — different industries, same play.”
Close the loop:
“Does that feel relevant to what we just talked through?”
- Yeah / clear nod → move on.
- “Kinda” / hesitation: > “What’s the part that doesn’t quite line up?” — reframe or swap to a different case study.
Case study bench
| Trade | Lead client | Use case | Numbers to fill |
|---|---|---|---|
| Fence install | Bedrock Fence (Josh Thomson) | Outgrew crew capacity from ad leads — record March, LSAs ~$5/lead, deposit 50% → quote-to-conversion 48% | Confirm record-month $; pre-vs-post lead volume |
| Gutter install | TX Gutter Expert (John Ezra Dew) | High-CPC paid search, high-ticket residential — 13 conversions in 4 weeks at ~4–6k/job | Pre-engagement baseline; cumulative PPC revenue |
| Drain / plumbing reactive | Snake the Drain (Louie Poulos) | CPL turnaround — single broad campaign → segmented with dedicated LPs | Post-restructure CPL (started 800/day) |
| Roofing | HomeLyfe Roofing | [FILL] | [FILL] |
| Lighting | Chesapeake Lighting Co | [FILL] | [FILL] |
| Plumbing (general) | AquaForce Plumbing and Drain | [FILL] | [FILL] |
For trades not on the bench (garage door, painting, HVAC, landscaping, junk removal, pressure washing): use the closest adjacent and lead with the parallel.
Write down (before the call): lead case study (name, problem, what you did, outcome) · 2–3 breadcrumb names for adjacent trades
Move on when
“Yeah, that feels relevant” — no hesitation hanging.
Pi4 · PROCESS
Goal
Working-together cadence calibrated to their 1–10.
Deck slide 7: Phase 1 / Phase 2 timeline (30 → 60 → 90 days) + cadence row. No 1–10 scale on the slide — it’s verbal.
Open with the 1–10:
“Quick one before I show you the package — on a scale of 1 to 10, how hands-on do you want to be? 1 is you don’t hear from me until leads are coming in. 10 is you’re at my desk in [your city] in the ad account with me every day.”
The “10” is intentionally absurd — makes the scale obvious so they land at 3–7.
Drill based on their answer:
- 1–4 (hands-off): > “Got it — so you want this fully off your plate. Here’s how that works: weekly email or quick Loom, monthly review call, and I only ping you when I need a decision.”
- 5–7 (involved): > “Cool — so you want to be in the loop without running it. Weekly check-in call, monthly review, you see the dashboard live, I tag you when there’s something to weigh in on.”
- 8–10 (high-touch): > “Got it — you want to be in this. Same weekly + monthly cadence, plus direct access on Slack, dashboard live, mid-week pulse checks whenever you want.”
The operational what:
“Phase 1 — first 30 days: we’re [Google: gathering conversion data on Maximize Clicks / Facebook: testing creative and audiences]. You’ll see leads from day 1, but the math isn’t dialed yet.”
“Phase 2 — Day 30–90: we [Google: switch to Smart Bidding / Facebook: scale the winning creative + retargeting]. This is where the math sharpens.”
The honest 30/90:
“Real performance kicks in around Day 60–90. Anyone telling you Day 1 ROAS on either channel is lying.”
Channel-specific Phase 1 / Phase 2 mechanics → b.
Write down (their words): 1–10 number (cadence anchor at kickoff) · anything specific they ask for (“weekly numbers?”, “dashboard?“) — commitments
Move on when
Yes to cadence + 1–10 number written down.
Pi5 · PACKAGE
Goal
Solution-yes before price-yes. State the price flat. Silence.
Deck slide 8: channel-specific deliverables. Build two versions, flip to match your channel call.
Google package (slide 8a):
- Campaign build + ongoing optimization on agency-owned account
- Agency-owned landing page (CRO-tuned for the trade)
- CallRail or HighLevel call tracking with recordings
- Conversion tracking + qualified-lead feedback loop
- Phase 1 (Days 1–30): Maximize Clicks → gather conversion data
- Phase 2 (Days 30–90): Smart Bidding → algorithm learns, CPL sharpens
- Weekly check-in + monthly review (cadence to your Pi4 number)
Facebook package (slide 8b):
- Campaign build + creative production + ongoing optimization
- Agency-owned landing page OR lead form ad
- Pixel + offline conversion upload for jobs that close offline
- Qualified-lead feedback loop into the algorithm
- Phase 1 (Days 1–30): broad audience + creative testing
- Phase 2 (Days 30–90): scale winning creative + retargeting + lookalikes
- Weekly check-in + monthly review (cadence to your Pi4 number)
No price on either slide. Price gets its own slide (flip after solution-yes) or stays verbal.
Step 1 — Solution buy-in (before price)
“OK — based on everything we’ve talked about, this is what would make the most sense for you. [Channel] play. [Pillar 1 named concept], [Pillar 2], [Pillar 3]. Plus [their Pi4 cadence]. Do you agree that — based on [their P5 blocker + their P4 goal] — this is the exact thing that would help you overcome [their P1 problem] and get [their desired outcome in their words]?”
Wait.
- Yes → Step 2.
- Hesitant / no: > “Which part feels off?” — re-pitch that pillar. Don’t move to price until solution-yes.
Step 2 — Why (they sell themselves)
“Cool — and just so I’m on the same page, what makes this feel like the right move for you specifically?”
Write down their phrase verbatim — close anchor when objections fire later.
Step 3 — Price (flat, no warmup)
After they articulate why — change nothing in your tone.
“Okay, cool. Now the price is [PRICE].”
That’s the line. No transition. No “so, about the investment.” No build-up. The flatness IS the move.
Tie to revenue math (optional):
“Okay, cool. To hit [their P4 goal] at your [P3 ticket] — roughly [total] in to drive [revenue from goal].”
If there’s a setup fee:
“And a one-time [SETUP_FEE] to get the account, landing page, and tracking built. After that, just the [PRICE] monthly.”
Say it once. Flat. Then —
Step 4 — Silence
Count to 10. First to speak loses.
Do NOT say after the price:
- “…does that work for you?” — invites “let me think about it”
- “I know that’s a lot of money” — undermines your anchor
- “We have payment plans / we can be flexible” — pre-discounting before they’ve objected
- Anything else.
Write down: their verbatim why (Step 2) · their first words after the silence · pause length and tone
Move on when
They speak.
After Pi5 — three branches (handoff to Part 3)
| Their first words | Where to go |
|---|---|
| ”Yes” / verbal commitment | Part 3 close (TBD); fallback: Sales Call Script §5 |
| ”Let me think about it” / “Talk to my partner” | Part 3 (TBD); fallback: Objection Cheat Sheet §4.4 |
| ”Too expensive” / “Show me proof” / “I already have someone” | Part 3 (TBD); fallback: §4.6 |
| Anything else | Part 3 (TBD); fallback: Objection Cheat Sheet §4.1 |
PART 3 — CLOSE & OBJECTIONS [TBD]
Until built, Sales Call Script §4 + §5 and the Objection Cheat Sheet cover this ground.
Scope when built: close ask · card collection + “card sits, I don’t charge it” reassurance · kickoff scheduling · universal first response · 3-objection handlers (money / time / DM) · loop pattern (buy time → “and” not “but” → address) · BAMFAM · audit-call (call 2) path for the 92% who don’t close on call 1.
Quick-reference card
| # | Beat | Move on when… |
|---|---|---|
| P0 | Open & Frame | Confirmation (“sounds good”) |
| P1 | Problem | Real problem + trigger (in their words) |
| P2 | Past | Channels + spend rollup + agency history + biggest blocker verbatim |
| P3 | Pain | Revenue + ticket + LTV + margin + 12-mo picture |
| P4 | Potential | Target + measurement + personal why verbatim |
| P5 | Position | Timeline + DM + biggest blocker verbatim (Pi2 spine) |
| R | Recap | ”That’s right” + verbal yes to pitch |
| Pi1 | Position | 3 stats, under 90 sec, “now to the plan” |
| Pi2 | Pillars | 3 pillars + stack recap + Pi3 teed up |
| Pi3 | Proof | ”Yeah, that feels relevant” |
| Pi4 | Process | Yes to cadence + 1–10 number |
| Pi5 | Package | They speak after silence |
| Part 3 | Close | Card on file + kickoff booked |
| Part 3 | Objection | Surface → handler → return to close |
Source
5P structure adapted from The 5P Enterprise Sales Process (Alex Hartsuff) — 217 closes at $10k+/mo. Distilled source: private-kb/sources/5p-enterprise-sales-process/wiki.md.
Companion docs
- Sales Call Script — older prose-style sister; owns Part 3 until this absorbs it
- Objection Cheat Sheet
- Setting Workflow — around-the-call workflow