Field Manual
COLD
CALL
Playbook
Section 01

Who to Call

Target Prospects

Call owners or managers at:

  • HVAC companies
  • Plumbing shops
  • Electrical contractors
  • Roofing businesses
Small to Mid-Sized Local Service Area Weak / Missing Website

Buying Triggers (Look For These)

Don't just call every contractor. Call the ones with these "broken" markers:

  • The "Non-Mobile" Site - looks like it was built in 2004, doesn't work on a smartphone
  • The "No-Site" Google Listing - they have a Google Business Profile but the "Website" button is missing
  • The "Leaking Lead" Site - they have a site, but no "Book Now" button or clear phone number at the top

Segment by Trade

01

HVAC (Residential)
High competition. Needs "Emergency Service" visibility.

02

Plumbing
Needs high-intent local SEO ("burst pipe near me").

03

Electrical
Needs to look "Certified / Safe" to build trust.

Pre-Call Setup (Before You Dial)

Have this in front of you:

  • Company name + owner/GM name
  • Trade (HVAC, plumbing, electrical, roofing)
  • Service area (city/suburbs)
  • One quick observation (5 seconds): "No online booking," "site is slow," "no reviews shown," "no service-area pages," "no strong CTA"

Your offer in one line: "We install a proven, trade-specific website that's already built - customized and live fast."

Section 02

The Opening

Assumptive + Calm. No permission. No apology.

Your Opening Line
"Hey, is this Mike?
This is Conor — quick call, I'll get right to it."
Downward tone. Then immediately continue into the value statement.
If you hear a drill or a truck: "Hey, sounds like you're on a site - I'll be thirty seconds, then I'll let you get back to it." (Builds instant rapport.)
Section 03

The Core Script

~30 seconds. This is the whole pitch.

30-Second Value Statement
"I'm reaching out because we build fully completed HVAC websites — already designed, written, and ready to go.

Most contractors we talk to are losing calls because their site is slow, outdated, or not showing up well on Google.

We fix that by handing you a finished site that looks professional, loads fast, and is built specifically to turn visitors into calls.

I'm not calling to sell anything right now — I just want to show you the site we already built for businesses like yours and see if it's even worth a conversation."
Section 04

Ask for the Meeting

Assumptive Close

The Close
"Let's do a quick walkthrough — 10 minutes max.
Does later today or tomorrow work better?"
Don't Say
"If you're interested..."
Do Say
"Let's..."
▲ ▲ ▲
Section 05

Objection Outpost

Exactly what to say when they push back.

"We already have a website"

Makes sense - most companies I talk to do. This isn't "let's rebuild everything from scratch." It's a ready-made site that's built to drive calls - so even if you keep your current guy, it's useful to compare what a call-focused layout looks like. Want me to show you in 10 minutes?

If they push again: "Quick question - are you happy with how many calls the website brings in right now, yes or no?"

"Not interested"

All good - before I let you go, is that because you're already happy with the calls you're getting from Google, or you're just not looking at the website right now?

If "not right now": "When do you usually revisit it - slow season, end of month?" (set follow-up)
If "happy with calls": "Perfect. If that ever changes, who's the right person to talk to?" (get referral)

"Send me info"

Yeah, happy to. So I don't just send you a generic link - what's the best email to send the exact demo to? And if I put 10 minutes on the calendar, I'll walk you through it so it actually makes sense. What's better, [Time1] or [Time2]?

If they refuse to meet: "No problem - I'll send the overview. If you like what you see, should I follow up Thursday or Friday?"

"I'm busy"

Totally fair - this'll take 10 minutes and I'll keep it tight. What's better, later today or tomorrow morning?

"How much does it cost?"

Good question. It depends on how many service areas and pages we're launching and whether you want add-ons like booking, review automation, or local SEO. If I show you the exact site first, I can give you a clear number in the same 10-minute call. Want to do later today or tomorrow?

"Too expensive / not in budget"

I hear that. Here's the thing - most contractors tell me that before they see what 1-2 extra jobs per month looks like on their bottom line. So let's just grab 15 minutes, I'll show you exactly what the ROI looks like for someone your size, and you can decide from there.

Then: "Does that work?"

"I have enough work"

That's exactly why I'm calling. This isn't just about more work, it's about better work. We help you filter for the high-margin installs rather than just the small repair calls.

"My nephew built my site"

I hear that a lot. Usually, that works for a "digital business card," but we focus on "lead machines." I'd love to show you the difference between a site that exists and a site that actually pays for itself.

Then: "10 minutes - want to see what I mean?"

"I'm too busy to build a site"

That's the "Done-For-You" part. I'm not asking for your time to build it - I've already built it. I just need 10 minutes to show you how to turn it on.

▲ ▲ ▲

Tone Rules

This matters more than the words.

  • Calm, confident, slightly assumptive
  • Lower the pitch. Use downward inflection. You're not a telemarketer.
  • Acknowledge the noise: "Hey, sounds like you're on a site - I'll be thirty seconds, then I'll let you get back to it."
Weak
"If you're interested..."
Upward inflection
"I know you're busy"
Strong
"I'm looking to set some time..."
Downward inflection
"Let me show you what works"

Practice: Record yourself. The difference is subtle but makes 70% of the impact.

Daily Targets

70-100 Dials / Day
2-3 Meetings Set
  • No research between calls
  • Same script, every call
  • 80 dials x 10% answer rate = 8 conversations
  • 8 conversations x 30% booking rate = 2-3 meetings
  • Time spent: 3-4 hours of actual dialing

Mental Frame

01

You're not pitching an idea - you're offering something already built

02

You're selling a look, not a theory. The demo does the selling.

03

You're not bothering them - you're offering a solution to a real problem

04

Volume fixes most things. More dials = more answers = more meetings.

Section 06

Voicemail & Follow-Up

Voicemail (~15 seconds)
"Hey [Name], it's [Your Name]. I've got a done-for-you [trade] website that's already built and designed to drive more calls in [City].

I'll send a quick note as well — if you want, we can do a 10-minute walkthrough.

Call me back at [Number]. Again, [Your Name], [Number]."
SMS Follow-Up
[FirstName], [YourName] here - shot you a quick call. I have a ready-to-launch [trade] website template we customize for [Company] to drive more calls in [City]. Worth a 10-min look? I can do [Time1] or [Time2].
Email Follow-Up
Subject: Quick 10-min walkthrough for [Company]

[FirstName] - I called you quickly.

We install a done-for-you [trade] website that's already built (services, reviews, strong "call now" CTAs, request form, service-area pages). We customize it for [Company] and launch fast.

Open to a 10-minute walkthrough? [Time1] or [Time2].

- [YourName]
[Phone]

Best Calling Windows

7:00 - 9:00 AM Before jobs start
4:00 - 6:00 PM Wrap-up time
11:00 AM - 1:00 PM Office managers

What You're Actually Selling (Confidence Bullets)

Pick 1-2 if needed. Don't ramble.

  • More calls from existing traffic - better layout, CTAs, mobile speed
  • Trust boost - reviews, badges, guarantees, before/after photos
  • Better local visibility foundation - service pages, service-area pages, clear structure
  • Faster turnaround - "already built" = live quickly
  • Simple lead capture - call buttons, quote form, optional scheduling

3 Tweaks That Raise Conversion

  • Say "more calls" more than "website"
  • Keep the pitch under 30-40 seconds before asking for the walkthrough
  • Always end with two time options, not "Would you be interested?"

The Hook

This isn't about websites or marketing services. It's about outcomes. You're selling 30 new patient bookings in the next 30 days through paid ads on Facebook, Instagram, and other platforms, with real human callers who qualify leads and book real appointments. Lead with the result. The system is the how, not the why.

Section 01

Who to Call

Target Prospects

Call:

  • Owner / Founder
  • Medical Director
  • Practice Manager
  • Office Manager
  • Marketing Coordinator (larger practices)
Established 1-3 Years Inconsistent Bookings 3-15 Staff Open 1+ Year

Pre-Call Setup (30 Seconds Before Dialing)

Have this in front of you:

  • Med spa name + decision maker name and role
  • City / neighborhoods served
  • Top 2-3 services they promote (Botox, fillers, laser, microneedling, body contouring)
  • One quick observation: relying on referrals only, no active ad campaigns visible, inconsistent social media, not running paid ads

Your offer in one line: "We run FB/IG ads and our callers book 30 real patients in 30 days for med spas."

Section 02

The Opening

Assumptive formality. Downward inflection = confident.

Your Opening Line
"Hey [Name], this is [Your Name] with [Company]. How have you been?"
Wait for: "Good, how are you?" / "What's this about?" / "Who is this?" Then bridge: "Good, thanks. The reason I'm calling is..."
Section 03

The Core Script

~30-45 seconds. Lead with the guarantee.

Value Statement (The Meat)
"I'm reaching out because I work with med spa owners in [City] who want to fill their treatment chairs consistently.

Here's what we do: we run a 30-day patient acquisition campaign specifically for your practice. We run targeted ads on Facebook, Instagram, and other platforms to generate leads, then our team of human callers qualifies every lead, follows up, and books real appointments directly into your schedule. Our goal is to get you 30 new qualified patients in the next 30 days.

Most of our clients see their chairs booked 2-3 months out after this campaign, and a lot of them stay with us ongoing because it's working.

I'm looking to set up a quick call just to see if you're a fit and show you exactly how it works. Does later this week work?"
Alternative (Shorter / Punchier)
"I help med spas generate 30 new patient bookings in their first 30 days with a done-for-you campaign. We run the ads on Facebook and Instagram, our callers follow up with every lead, and we book real appointments into your calendar. The goal is simple: you get 30 new patients in the door in month one.

I'd love to walk you through how it works and see if it's a fit. How's Thursday morning look?"
Section 04

Ask for the Meeting

Assumptive, not permissive.

The Close
"How's your calendar looking Wednesday or Thursday this week?"
Don't Say
"If you'd be open to it..." (upward inflection = weak)
Do Say
"I'm looking to set some time..." (assumptive = strong)
▲ ▲ ▲
Section 05

Objection Outpost

Pre-prepare these. They will come up.

"30 patients sounds too good to be true"

I get that skepticism. Here's the reality: most med spas we work with are running at 40-60% capacity. There's already demand out there. The problem is they can't find you or book with you easily. We've done this for 40+ med spas and the average is 25-35 new patients in 30 days. Not every practice hits exactly 30, but they all see significant capacity fill. That's why I wanted to talk - to show you the exact process.

Then: "Does Thursday at 2 work?"

"We already tried patient acquisition"

Yeah, a lot of med spas tried ads or patient brokers, and it didn't convert. Here's what's different: we run targeted ads on Facebook and Instagram to the exact people interested in your services locally. Then our team of real human callers follows up with every single lead, qualifies them, and books them into your calendar. Most places fail because they either get garbage leads or nobody follows up. We solve both.

Then: "Let me show you the exact process. Thursday work?"

"We already work with an agency"

That's good - you're investing in growth. Quick question: do they guarantee a specific number of new patients, or is it more general marketing support? The difference here is we're laser-focused on one number: 30 new patients in 30 days. If you're not hitting that with your current setup, might be worth seeing what we do differently.

Then: "How's later this week?"

"We're fully booked / don't need more patients"

That's great - means you're doing something right. Quick question though - are you fully booked with the high-margin treatments you want to be doing, or is it a mix? Our system tends to bring in patients specifically for higher-ticket services. Might still be worth a quick conversation.

Then: "What works better for you?"

"How much does it cost?"

Good question. Here's the math: if we bring you 30 patients and your average patient spends $300-500 per visit, that's $9,000-15,000 in first-month revenue. Most of our clients make back their investment in the first 2-3 weeks. I don't want to throw a number without understanding your specific situation - practice size, treatment mix, margins.

Then: "Let's hop on Thursday. I'll show you the process and we can discuss investment and fit."

"What if we don't hit 30 patients?"

Fair question. Our goal is 30, and we've hit that on average across our clients. But what we care about is filling your capacity. Even if you hit 20-25 in that first month, your chairs are more booked, you're proving the model works, and we move into ongoing patient flow with you. Most owners see it as an investment that pays back in the first month.

Then: "Let me show you how realistic 30 is for your specific market. Does Thursday work?"

"We're too busy right now"

Actually, that's the best time to do this. When you're busy, the last thing you want is to lose potential patients because they can't book or get hold of you. This fills those gaps - while your team is focused on current clients, we're bringing in qualified new patients ready to book immediately. It's the least disruptive time to add patient flow.

Then: "15 minutes Thursday - I'll show you exactly how it works. What time?"

"Send me info"

Yeah, I can definitely do that. Real quick though - the 30-patient system is easier to understand if you can see it laid out. Any chance you have 15 minutes later this week? I promise to keep it tight.

If no: "No worries - what's the best email? I'll send it over, and if it's interesting, just hit reply and we'll set something up."

"Not interested"

All good - before I let you go, is it because you're already happy with your new patient volume right now, or you're just not looking to grow this month?

If "not this month": set a follow-up date. If "happy": confirm who owns growth decisions.

The Double Down Strategy

When they object, don't ask questions yet. First, double down and sell the TIME. Acknowledge their concern, then pull back to the meeting. "That's why I reached out..." Most prospects reflexively say no to the first ask. The second ask often works.

▲ ▲ ▲

Tone Rules

This is 90% of success.

  • Downward inflection = confident, calm, matter-of-fact
  • "I'm looking to set some time" not "If you're interested, I'd love to maybe..."
  • Own the bold promise confidently
  • Sound like you've said this 100 times
  • Treat it as a no-brainer
  • Record yourself. The difference between "maybe this works" and "this absolutely works" is subtle - but it's everything.

Daily Targets

80-100 Dials / Day
3-4 Meetings Set
  • Same script, no research between calls
  • One persona per session - don't mix lists
  • 3.5-4 hours of actual dialing

Key Differentiators to Lean On

When you get objections, lean on these.

01

We handle everything
Ads, lead follow-up, calling, booking. They don't touch it.

02

Real human callers
Not bots or automations. Real people calling and booking real appointments.

03

Specific number
"30 patients in 30 days" is believable because it's specific, not "generate leads"

04

FB + IG + paid ads
Targeted local campaigns on the platforms where their patients are scrolling

05

Fast ROI
Pays for itself in week 2-3 through treatments booked

Pain Points to Drop Into Conversation

Match the pain to the solution.

  • "We're not getting enough new faces" - 30 new patients in 30 days, guaranteed focus on new bookings
  • "Ads haven't worked for us" - We don't just run ads and hand you leads. Our callers follow up and book real appointments.
  • "We rely on referrals but want to grow" - We put you in front of people actively interested in your services on FB and IG, then our team books them in.
  • "Our books are inconsistent" - Predictable pipeline of new patient inquiries
  • "We don't know where to start" - Done-for-you. We run the ads, our callers book patients, you just see them show up. We also offer websites if needed.

Quick Stats for Credibility

87% of aesthetic patients research online before booking
40-60% of ad leads go cold without human follow-up within 5 minutes
25-35 new patients average in 30 days across our clients
Section 06

Qualification Questions

Only if they engage. Ask one, then go back to the calendar.

Good Options
"Do you have room for about 8-10 additional appointments per week right now?"

or

"Which service do you want more of - Botox, laser, or microneedling?"

Then: "Perfect - 10 minutes and I'll show you what we'd run and what it would cost. [Time1] or [Time2]?"
Section 07

Voicemail & Follow-Up

Voicemail (~15 seconds)
"Hey [Name], it's [Your Name]. I help med spas add new patients with a done-for-you '30 patients in 30 days' campaign - we run the ads, our team calls every lead, and we book real appointments into your calendar.

If you want, we can do a quick 10-minute walkthrough to see if it fits [MedSpaName].

Call me at [Number]. Again, [Your Name], [Number]."
SMS Follow-Up
[FirstName], [YourName] here - just tried calling. We run a done-for-you "30 patients in 30 days" campaign for med spas (FB/IG ads + our callers book real appointments). Open to a 10-min walkthrough? [Time1] or [Time2].
Email Follow-Up
Subject: [MedSpaName] - 30 patients in 30 days?

[FirstName] - I called you quickly.

We run a done-for-you patient acquisition campaign for med spas. We handle the ads on Facebook and Instagram, and our team of callers follows up with every lead and books real appointments into your calendar. Target: up to 30 new patient bookings in ~30 days, depending on capacity/offer/market.

Open to a 10-minute walkthrough? [Time1] or [Time2].

- [YourName]
[Phone]

Best Calling Windows

8:00 - 9:30 AM Before first clients
12:00 - 1:00 PM Lunch break
5:30 - 6:30 PM After last client

Avoid mid-morning and mid-afternoon when they're actively seeing patients.

Buying Signals to Listen For

  • "That actually sounds interesting..."
  • "How many patients do you usually get?"
  • "What does the process look like?"
  • "How much does that cost?"
  • "Can I see some examples?"
  • "Who else are you working with in [city]?"
  • Asks about their specific situation ("What about practices with X chairs?")

The Mindset

01

This is an ad campaign + human callers pitch. You're selling booked appointments, not marketing services.

02

The specificity is your weapon. "30 patients in 30 days" creates urgency and credibility that vague offers never will.

03

They won't say yes on the first call. Your job is to book the 15-minute conversation. That's it.

04

If you sound unsure, they'll smell it. Own the bold promise confidently and they'll be curious.

Stop Overthinking.
Start Dialing.
100 dials ▶ 8 conversations ▶ 2-3 meetings

FIELD TESTED • BATTLE PROVEN • THE SITE IS ALREADY BUILT