Before every call, complete this checklist:
The Goal: Make them feel heard, not sold.
YOU: "Hey [Name], thanks for taking the time. Before we dive in, I'd love to hear a bit about [Company Name]. How long have you been in business?"
Let them talk. Ask follow-up questions. Show genuine interest.
Rapport-Building Questions: - "How did you get into [industry]?" - "What's the thing you're most proud of with your business?" - "What does a typical project/customer look like for you?"
The Goal: Get THEM to articulate the problem. Never pitch before you understand pain.
YOU: "So tell me—how are customers finding you right now? Where do most of your leads come from?"
Listen for: - "Mostly referrals" → Opportunity: what happens when referrals dry up? - "Some Google, some referrals" → Dig deeper: could you handle MORE from Google? - "We do Google Ads" → Opportunity: what's your conversion rate on the website?
YOU: "And when someone lands on your website, what happens? Do they call? Fill out a form? Book online?"
Listen for: - "They usually call" → Opportunity: what about after hours? - "Form goes to email" → Opportunity: how long before someone follows up? - "I'm not sure honestly" → Red flag THEY recognize → leverage this
YOU: "I'm curious—have you ever had a potential customer or project where you sensed the website might have hurt you? Maybe a competitor beat you out and you're not sure why?"
This question plants the seed that their website IS costing them.
YOU: "When's the last time you looked at your website on your phone? Would you be open to pulling it up right now while we talk?"
Walk them through their mobile experience. Let them feel the friction.
The Goal: Make the pain feel urgent and real.
YOU: "So based on what you've told me—your average project is worth $[X], you're doing most of your sales through referrals, and your website hasn't been updated in [X years]. Let me ask you this:
If your website is losing even ONE qualified lead per month, what does that cost you over a year?"
Let them do the math. Silence is OK.
YOU: "Here's what I'm seeing—and I'm just being honest with you:
Your competitors [Competitor A] and [Competitor B] have sites that load faster, look more professional, and make it easier to take action. When a [facility manager / homeowner / patient] is comparing three options, they're clicking yours and clicking 'back' because [SPECIFIC ISSUE: slow load time / no clear CTA / looks outdated]."
Industry-Specific Pain Agitation:
For Commercial Roofing: "When a facility manager at a $50M building is vetting contractors, they're looking at your website for 30 seconds. If you look like a residential operation, you're not even getting invited to bid."
For HVAC: "When someone's AC dies in July, they search on their phone. If your site takes 5 seconds to load, they're not waiting. They're calling the competitor who loaded in 2 seconds."
For Senior Living: "The adult children making this decision are 45-year-old Millennials. They research everything online. If your website looks like a medical facility instead of a lifestyle brand, they're clicking away."
The Goal: Position your service as the obvious answer to their pain.
YOU: "Here's what I do specifically for [INDUSTRY] companies.
I don't build generic websites. I build [lead-generation assets / credibility machines / conversion engines] designed for [YOUR NICHE'S specific buyer].
For [Company Name], here's what I'd recommend:
[Specific Solution #1]: [e.g., A mobile-first redesign that loads in under 2 seconds and puts your phone number front and center]
[Specific Solution #2]: [e.g., A project portfolio organized by roof type so facility managers can see you do commercial work]
[Specific Solution #3]: [e.g., Integration with ServiceTitan so online bookings go straight to dispatch]"
YOU: "I've done this for [similar company in their industry]. The result was [SPECIFIC RESULT—more calls, better clients, higher close rate]."
If you don't have a case study yet, use: "The clients I work with in your industry typically see [general benefit—more qualified leads, faster booking times, higher-quality prospects]."
YOU: "Great question. My projects for [INDUSTRY] companies typically range from $[X] to $[Y] depending on scope.
But let me ask you this—what's the value of one additional [project / patient / customer] per month? If this website brings you even one extra $[average project value] job per month, it pays for itself in [X] months.
Would it help if I put together a specific proposal for [Company Name]?"
YOU: "Totally understand—this is a real investment. What specifically do you need to think about? Is it the cost, the timing, or something else?"
Get to the real objection, then address it.
YOU: "I hear that a lot, honestly. Can I ask what went wrong?"
Listen. Then:
"Here's how I'm different: [specific differentiator—I specialize in your industry / I show you results from similar projects / I offer revisions until you're happy / I don't take full payment until you're live]."
YOU: "I get it. When do you think the timing would be better?"
If legitimate: "Let me send you some info to review, and I'll follow up in [X weeks]."
If stalling: "Is there something specific holding you back that I can address?"
YOU: "I understand budget is important. Here's the thing—my pricing is based on the value I create, not the hours I work.
A $1,500 website that doesn't generate leads costs you MORE than a $4,000 website that brings in business.
But let me ask—what budget were you hoping to stay within?"
This tells you if they're even close or completely misaligned.
Option 1: Direct Close (High Intent)
YOU: "Based on what we've talked about, I'm confident I can help [Company Name] [get more leads / attract better clients / stand out from competitors].
Here's my proposal: I'll put together a detailed scope and quote for you by [day]. If everything looks good, we can get started [timeline].
Sound good?"
Option 2: Proposal Close (Medium Intent)
YOU: "Here's what I'd like to do: I'll put together a custom proposal for [Company Name]—exactly what I'd build, what it costs, and what results you can expect. Give you a few days to review it.
Does [day] work for a quick call to go over it together?"
Option 3: Audit Close (Low Intent / Needs Warming Up)
YOU: "I can tell you're not quite ready to commit yet, and that's fine.
Here's what I'll do: I'll put together a one-page audit of your current website—what's working, what's not, and what it's costing you. No charge, no obligation.
If it makes sense to work together after that, great. If not, at least you'll know what to fix. Fair?"