Lane 04 — Capability

Your best closer has a process. It's just never been written down.

A documented nine-step system, real calls scored against a fixed scorecard, and rep-by-rep review. The goal is not a better speech — it is that your third-best rep starts sounding like your best one.

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The problem

You cannot coach what you cannot see.

Every contractor has one rep who closes and several who nearly do. The difference is almost never effort — it is that the closer has a sequence in his head that has never left it. Nobody has written it down, so the newer reps invent their own, and the owner ends up reviewing outcomes instead of behaviour. By the time a bad month shows up in the numbers, the conversations that caused it happened eight weeks ago and nobody recorded them.

Your close rate varies by more between reps than it does between markets.

New hires are trained by shadowing, which means they inherit whatever habits they happen to see.

Nobody can tell you which step of the conversation deals actually die at.

Price is blamed for every loss, including the ones that were lost in the first five minutes.

How it runs

How the system gets into your team.

Write down what already works

We start with your best rep, not a template. What he does in the first ninety seconds, how he handles the spouse who is not in the room, where he puts price. That becomes the backbone of the nine steps, which means the system your team learns is recognisably yours.

Fix the scorecard before scoring anyone

One page, agreed up front, listing what a good conversation contains. Fixed, so two people scoring the same call land in the same place, and so a rep can be told why he lost points without it being a matter of opinion.

Score real calls, not roleplay

Recordings from your actual pipeline, scored against that sheet. Roleplay is for practice; scoring has to happen on real conversations or you are grading a performance rather than the job.

Review rep by rep, weekly

Each rep sees his own scorecard and the two things to change this week. Not a group session where the person who needs it least does the talking — individual, short, and repeated often enough to become normal.

Roleplay the objections your market actually gives

Storm-chaser scepticism reads differently from a homeowner shopping three quotes on price. We drill what your market keeps throwing rather than a generic list, which is why the discovery step matters.

What you get

A documented nine-step sales system, written around how you already sell
A one-page scorecard, fixed and agreed before any scoring
Scored call reviews against real recordings
Individual rep scorecards, tracked over time
Roleplay sessions built on your market's objections
The whole thing written down, so it survives the next hire

What we need from you

Recorded calls. Without recordings there is nothing to score and this becomes opinion.
Your best closer for a couple of hours, to build the system out of what he already does.
An owner or manager who will run the weekly review after we hand it over.
Reps who know this is happening. Scoring people who were not told is how you lose a team.

Where we actually stand

No case study yet

We have not written this one up yet

The appointment and CRM lanes have documented engagements behind them. This one does not — not because it has not been run, but because we have not sat down with a client and put the before-and-after numbers on paper in a way we would be willing to publish. Until that exists, this page describes the method and nothing more. If you want evidence before you commit, ask on the call and we will walk you through the scorecard itself and let you judge whether it would hold up in your shop.

Commercials

Scoped per team, after we hear a call.

Priced against the size of the sales team and how much of the system already exists in somebody's head. We would rather listen to two of your recorded calls before quoting than price it blind — and if what we hear is a lead-quality problem rather than a closing problem, we will say so and point you at a different lane.

See published pricing

Questions

Before you ask us on a call.

How is this different from a sales course?

A course is content. This is a written process plus a scorecard plus somebody looking at your reps' actual calls every week. The content is the least valuable part — your team has probably sat through three courses already and closes exactly the same way it did before.

We do not record calls. Can you still help?

Not properly, and we would rather say that than take the work. Without recordings there is nothing to score, and coaching becomes a conversation about impressions. Getting recording switched on is usually a setting in the CRM, and it is the first thing we would do.

Will our reps resent being scored?

Some will, briefly, and that is largely down to how it is introduced. A fixed scorecard agreed in advance is far easier to accept than a manager's opinion, because it is the same sheet for everyone and it says what good looks like before anyone is measured against it. Reps who are close to good tend to like it fastest.

How long before it shows up in the close rate?

Behaviour changes within a few weeks of individual review; close rate is noisier and depends on how much volume each rep sees. We are not going to give you a timeline to a number we do not control — what we will commit to is that after a month you will know, per rep, which step of the conversation is costing you deals.

Free 30-minute audit

Send us two recorded calls.

We will listen to them before the call and tell you what we hear — where the conversation goes wrong and whether training is even the right fix. It costs you nothing and it is a far better use of thirty minutes than a pitch.

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