Ten modules that take a new rep from cold dials to certified close — the exact offer stack, qualification, framework, pre-handles, objection work, and follow-up cadence MaxSystems uses to sell Lead Gen, AI SEO at $297, and high-ticket AI SEO at $2,500 to HVAC contractors.
“It is not the most skilled or talented that win. It is the most persistent.”
The whole program is built on that sentence. Skill is teachable in four weeks. Persistence is the standard you enforce from day one.
Run in order. Each module is a skill gate — a rep does not advance until they pass the Mastery Check. Modules 00–03 make a booking setter; 04–07 make a closer; 08–09 make both consistent and certified; 10–11 are the word-for-word script library reps drill from.
What we sell, the two roles, the persistence law, and the three-owners frame.
MODULE 01Three offers, their prices and promises, and which to lead with.
MODULE 02The discovery notes, the spend test, and routing to the right offer.
MODULE 03The 48-hour rule, proof pack, and the phone-vs-Zoom reframe.
MODULE 04Acknowledge → Challenge → Metaphor → Question → Two Options → Why.
MODULE 05Raise and defuse the ten deal-killers before the prospect says them.
MODULE 06Authoritative-calm delivery and the "to you or for you" rebuttals.
MODULE 07Six belief patterns and the questions that unwind each one.
MODULE 08The 30 / 90-day cadence that converts the leads everyone else drops.
MODULE 09The 4-week drill cycle, call reviews, and the sign-off checklist.
MODULE 10Word for word: open, qualify, route, and book — per offer.
MODULE 11Word for word: frame, math, pitch, and close — per offer.
Objective: Every rep can state in one breath what we sell, who we sell it to, which seat they're in, and the standard they're held to. This is the frame everything else hangs on.
Persistence beats talent. "Imagine every lead was only a certain number of calls away from closing. How many calls would you do? Whatever it takes." We hire for, train for, and enforce persistence — skill follows.
The three business owners — the mindset frame
Reps internalize this as their own operating identity first — the same "who we are now vs. who we want to become" logic they'll later use on prospects.
Objective: Know all three offers cold — price, promise, who each is for — and which one to lead with based on what the prospect just told you. The offer is chosen during discovery, not before the call.
Which offer, when — the routing logic
| Offer | Price | Core promise | Lead with when… |
|---|---|---|---|
| AI SEO (entry) | $297/mo | Visible on Google & ChatGPT; GBP managed; 30-day visibility guarantee | Budget-limited / <5 installs / downsell |
| Lead Gen | $100/day | ~30 in-home estimates in 30 days, done-for-you ads | Has capacity + can fund spend, wants volume now |
| AI SEO High Ticket | $2,500 / 3mo or $2,500/mo | Full AI SEO + GBP management; dominate the map pack | Established, high missed-call ROI, real budget |
Objective: Pull the data that tells you which offer fits, apply the spend test, and build belief for AI SEO — without turning the call into an interrogation.
If they do fewer than 5 installs/month, don't push Lead Gen — route to AI SEO $297.
AI SEO — pain-point discovery
AI SEO — building belief
For either AI SEO tier: show their current map-pack ranking, count the calls they're missing over the next 90 days, and future-pace the revenue. On the $2,500 offer: "if we only close a couple of jobs, doesn't this pay for itself? Plus a 30-day visibility guarantee."
Objective: Convert a qualified conversation into a confirmed slot inside 48 hours, lock consumption of the proof, and defend the video-call format.
"I just want a phone call, not a Zoom"
Objective: Run any objection through one repeatable flow. Setters use one loop, then book or bow out; closers run it to a decision.
The flow
End every loop by offering a real time. One reframe, then advance — never badger.
Name the blocker before you handle it. Handling the wrong objection is how calls die.
Objective: Raise the common objections yourself and defuse them before the prospect weaponizes them. A pre-handled objection never becomes a wall.
"I've had calls with other agencies" (opportunity cost + fat-kid metaphor) · "I worked with an agency before" (wrong agency, or does marketing not work?) · License in a partner's name (has it stopped you installing? then let's not turn away work that pays for it). Every pre-handle ends by returning to a decision.
Objective: Hold authoritative-but-calm composure, always advance the sale, and answer the "panic" objections — the moves a prospect makes to escape the frame.
Objective: Recognize the six belief patterns behind stalls and run the question chain that reframes each — from "not a priority" to "priority now, so what do we do differently?"
Every chain lands the same place: reframe "it wasn't a priority" into "it's a priority now", then ask "what do we need to do differently?" — which hands the decision back to them.
Objective: Install the cadence that captures the deals everyone else abandons. This is where the persistence law becomes a schedule.
| Window | Dials | Texts | Channel focus |
|---|---|---|---|
| Day 0–30 | 6/day (3 double-dials) | 1–2/day | Live phone + content/confirmation texts |
| Day 30–90 | Reactivation | Sequence | Automated text + email reactivation |
Objective: The 4-week drill cycle that turns the modules above into reflexes — live calls, role-play, and call review — ending in sign-off.
Each track runs 3 live calls/week (1–2 hrs each) + 2 days of role-play / call review (1 hr each). Sales and Setting run parallel tracks.
| Week | Focus |
|---|---|
| W1 | Pre-handling objections |
| W2 | Objection handling |
| W3 | Assumed onboarding |
| W4 | Call analysis |
Drills: pre-handles · objection handling · assumed onboarding.
| Week | Focus |
|---|---|
| W1 | Speed to appointment |
| W2 | Pre-handling objections |
| W3 | Objection handling |
| W4 | Call analysis |
Drills: timed appointment bookings · objection handling · pre-handles.
Objective: One phone call, three possible destinations. The open and the qualify are identical for every lead — the back half changes the moment discovery tells you which offer fits. Say it as written until it's yours, then make it sound like you.
The setting call, start to finish
You are not selling on this call. You are earning twenty minutes and protecting the show rate. The offer gets chosen during qualify (Module 01), never before you dial.
Objective: Run the twenty-minute video call the same way every time — frame, discovery, pre-handle, screen-share, math, assumed onboarding, ask. The frame and the discovery are shared; the pitch, the math and the close are per offer.
The close call, start to finish
Objection loops run on the Module 04 framework. Pre-handles come from Module 05. Stalls that are really beliefs go to Module 07. This module is the order you say them in.
Never pitch before you have the four numbers. Never quote a price before the math is on the screen. Never handle an objection you haven't diagnosed (Module 04). Never end a call with no decision and no date.