The Steady Craft Cold Call Playbook

• 0:00 - 0:15
  Open
  One question. Are you booked, or could you take more?
• 0:15 - 1:00
  C - Clarify
  Where do customers come from? What happens after hours?
• 1:00 - 1:15
  L - Label
  Mirror their words back. Get a "fair?"
• 1:15 - 2:00
  O - Overview
  Ever paid anyone for any of that? If yes, how'd it go? If no, normalize and move on.
• 2:00 - 3:15
  S - Sell the Vacation
  Outcomes, not features. Use their language.
• 3:15 - 3:45
  Demo reveal
  "Ideas and changes I'd make if it were mine." Text it.
• 3:45 - 4:45
  While they look
  "Anything stand out?" Shut up and let them react.
• 4:45 - 5:30
  E - Explain Away Concerns
  One objection, one response, move on.
• 5:30 - 5:45
  R - Reinforce
  Remove pressure. Invite a small next step.

CLOSER (One line each)

• C - Clarify the situation by asking questions about their current state.
• L - Label the problem out loud using their own words.
• O - Overview what they've already tried and how it went.
• S - Sell the vacation, not the airplane. Outcomes, not features.
• E - Explain away concerns with one acknowledgment and one question.
• R - Reinforce by removing pressure and inviting a small next step.

The Disarm Move

Telling the prospect NOT to buy is the most counterintuitive trust builder in sales. Every other vendor they've talked to in the last six months pushed harder when met with resistance. You're the only one who agreed with them.

After the disarm line, you ALWAYS follow with a question that re-opens the conversation:

Open15 sec

[yes]

C - Clarify45 sec

If they say "could take more"

Listen. Examples: referrals, Facebook, Google, repeat customers, signs, word of mouth.

If they say "we're slammed"

L - Label15 sec

Let them agree. Wait for the yes.

O - Overview45 sec

Two paths depending on their answer.

If YES (they've tried something)

Listen for: "expensive," "no results," "they ghosted us," "wasted money," "didn't work." Do not interrupt. Their pain is your wedge into Sell the Vacation.

If NO (never paid for any of that)

Skip the pain-mining and go straight into Sell the Vacation. No prior burn means no defense to overcome, but no proof point either, so the value pitch has to land clearly.

S - Sell the Vacation60 sec

Use their own words back to them.

If pushed back (with "I don't think I need a website")

Flow straight into Demo Reveal below. Don't pitch the demo at the end of this disarm, the next step already handles it.

Demo Reveal30 sec

While They Look60 sec

Get them talking. Don't sell. Their reaction tells you which tier they need.

E - Explain Away Concerns45 sec

Objection	Response
"We already have a website"	Totally fair. Quick question, does it actually bring you customers, or is it more of a digital business card?
"Not interested"	No worries. Usually when people say that it's either timing or they had a bad experience. Which one?
"How much?"	Depends. Some businesses need a couple fixes, others want the whole setup. For most owners it runs $99 to $249 a month plus a one-time setup, depending on what makes sense.
"Send me info"	I can do that. Quick question first, if I send it over and it actually solves the problem we just talked about, what would stop you from getting started?
"I need to think about it"	Of course. What specifically do you want to think on? Sometimes I can answer it right now and save you a couple days.
"Call me back next month"	Happy to. What changes between now and next month that would make it a yes?

R - Reinforce15 sec

Pause.

Tier reference (after R only)

Tier	Price	Best fit
Get Found	$99/mo + $697 setup	Solo, brand new, need to look real
Get Called	$149/mo + $997 setup	Established, wants site to stay current. 10 pages, 5 edits/mo (24h SLA)
Own Your Region	$249/mo + $1,497 setup	Actively growing. 25 pages, 10 edits/mo, 2 SEO pages/mo, review engine

If they need more time, book a 15-min follow-up at a specific date and time. Never leave with "I'll follow up soon."

Open

C - Clarify · "Could take more"

C - Clarify · "Slammed"

L - Label

O - Overview (PAID prior attempts)

YES: "How'd that go?" (listen for pain)   ·   NO: "Got it." (brief acknowledgment, the new S opener covers the framing)

S - Sell the Vacation

Demo Reveal

While They Look

Top 4 Objections

"We have a website"	Does it bring you customers, or is it more of a digital business card?
"Not interested"	Usually it's timing or a bad experience. Which?
"How much?"	$99 to $249/mo + one-time setup. Depends what makes sense.
"Send me info"	If I send it and it solves the problem we just talked about, what would stop you from getting started?

R - Reinforce

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The honest upgrade ladder

For solo operators (one person, no employees), the real ladder is Get Found → Own Your Region, skip Get Called. Get Called's headline features (5-city pages + reviews widget) don't deliver meaningful value at solo volume. Own Your Region's review engine is the actual lever.

For established businesses (3+ employees, existing call volume), the natural ladder is Get Called → Own Your Region. Get Called keeps the lights on. Own Your Region makes them brighter.

Drop this any time the prospect feels jittery about commitment, lock-in, or moving fast. It handles four predictable stalls in one block.

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What we need from them to launch

If they ask "what do you need from me?" on the call, this is the honest answer:

• Business legal name (exact spelling, for the domain WHOIS)
• Primary contact name + title + phone + email
• Hours of operation (per day, plus holidays)
• Services list (5 to 10 items, one-line descriptions)
• Service areas (cities + zip codes — drives the SEO pages)
• Logo (high-res, transparent PNG ideal)
• 3+ job photos (we'll ask for more monthly for Get Called/Own Your Region)
• GBP claim status — already claimed? share Manager access. If not, we'll help them claim it.
• Existing domain? Where it's registered. Or pick a new one on the call.
• Brand colors / fonts (or "you pick")
• Social profile URLs (Facebook, Instagram, Yelp, Nextdoor) for the footer
• 5 to 10 existing customer reviews to seed the site

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The Three Layers

Layer 1 — Get found by name (every tier)

Their site is built so Google understands who they are, where they work, and what they do. Search their business name, they show up looking professional.

"When someone Googles your name, you show up looking sharp and legit. That's the foundation. It does not mean you'll beat the big established guys for 'plumber near me' on day one. That's what the top layer is for."

Layer 2 — Cover more of your map (service-area pages)

Dedicated pages for the cities they actually serve, each with real unique content. The more areas they want to show up in, the more pages.

"We build you real pages for each town you work in, so you can show up in more than just your home city. Not copies. Each one written for that area."

Layer 3 — The thing that actually moves rankings (Own Your Region)

The single biggest lever for local rankings is review velocity. Fresh, steady reviews coming in. Own Your Region includes a system that texts their customers asking for a review, so their rating and count keep climbing. That is what shifts them up in the Google Maps results.

"The biggest thing that moves you up the map is reviews. Steady, fresh ones. So on Own Your Region, we text your customers after a job and ask for a quick review. Your rating climbs, your spot on the map climbs. That's the real lever."

How It Maps to the Tiers

Tier	Service areas	The SEO story
Get Found · $99/mo	1 (home city)	Findable by name. Real presence. Won't fight you up competitive rankings yet.
Get Called · $149/mo	5 cities	Maintenance + small-market reach. Reviews widget on the site.
Own Your Region · $249/mo	15 cities	Active marketing. The review system is what actually moves your Maps ranking. Plus 2 new SEO pages a month.

Two Things to NOT Promise

Small Business Voicemails

VM #1 · Day 0 · 22 sec

VM #2 · Day 3 · 18 sec

VM #3 · Day 7 Breakup · 16 sec

Follow-up Text Templates

Voicemails alone often get ignored. Follow every VM #1 with a text within 5 minutes.

Small business follow-up text

Mid-market follow-up text

When NOT to leave a voicemail

• Attempts 2, 4, 5, 6, 8+. Multiple VMs from the same number reads as spam.
• Full voicemail box or personal-sounding greeting where you can't tell if it's the owner.
• Generic robot greeting with no name. Verify the number before leaving VM #1.

LAER Objection Framework

1. L - Listen. Let them finish. Don't formulate your response while they're still talking.
2. A - Acknowledge. "I hear you." / "Totally fair." / "That makes sense." Never start with "but."
3. E - Explore. One clarifying question. "What specifically about that worries you?" / "When you say expensive, compared to what?"
4. R - Respond. Now you can address the actual concern, which is often different from the stated one.

Most common mistake: Skipping Explore. Without it, you answer a generic objection instead of their specific one. That's the difference between a script reader and a professional.

Power Phrases (2 or 3 per call, not more)

Phrase	Use when	Why it works
"Can I be honest?"	Before a hard truth	Pre-frames vulnerability, builds trust
"Fair?"	After explaining	Requires yes/no, keeps momentum
"Here's the thing..."	Before a reframe	Softens what comes next
"What's there to lose?"	Before a small commitment	Frames risk as zero
"Let me show you instead of telling you"	Pivot to demo	Breaks pitch energy, creates curiosity
"I hear you, and..."	Acknowledging + pivoting	Never use "but," always "and"
"One new customer covers the year"	Small biz ROI moment	Tested landing page line
"Same outcome, fraction of the cost"	Mid-market math reframe	Tested landing page line

Hard Rules

The 20-Calls-Will-Suck Rule

Every new caller has 20 calls that sound terrible. You'll forget the opener. You'll answer "how much" too early. You'll rush the pause. That's the entry fee.

• By call 30: rhythm.
• By call 100: sounds like a conversation, not a script.
• By call 500: you're not reading anything. You're having real conversations that end in closes.

Do not change the script in the first 100 calls. Change your delivery. Earn the right to rewrite by putting in the reps first.

Small Business KPIs

Metric	Daily target
Dials	60
Live conversations	8
Demo links sent	2
Bookings (tier close OR follow-up)	1

Bookings ÷ Conversations should land at 10 to 15% by week 3.

Small Business Follow-up Sequence

Day	Action
0	Cold call. If VM, leave VM #1. Follow with text + demo link within 5 min.
1	If no response: cold call again, no VM.
3	Cold call. If VM, leave VM #2.
5	Text: "Thinking of you, any questions on the site?"
7	Cold call. If VM, leave VM #3 (breakup).
10	Case study text (if you have one for their vertical).
14+	Check-in every 5 to 7 days with a value touch, not a pitch.
30	Full re-engagement: "No hasn't meant never. Any shift since we talked?"

When to Ask for Help

• Booking ratio more than 30% below team average after week 2: record a call, review with Levi.
• Stuck on the same objection three calls in a row: post it in the team chat. Someone else has a line for it.
• A prospect says something no handler covers: log it, share it. We'll add it to the playbook.

Silence is the enemy. Every objection another caller has heard is one you'll hear next week.

1 · The Playbook (this site)

What	URL	When you open it
Full playbook	steady-craft-playbook.pages.dev	Read once before week 1. Reference for objections, mindset, rules.
Small Biz Call View	/call-small/	Open this on every small-biz dial. Timer + step nav + objection drawer.
Messages hub	/messages/	Copy-paste FB DMs + recruiting outreach. Tap the line, send it.

No login needed. Public-but-noindexed. Bookmark all four.

2 · Solev (build the prospect's demo site)

What	URL	When you open it
Solev app	solev.io	Before the call. Spin up the prospect's preview site so it's ready to text.
Direct login	solev.io/login	Sign in here if the home page doesn't redirect you.

3 · Ops Dashboard (your daily home base)

What	URL	When you open it
Ops dashboard	steady-craft-control.levijoneshomebuyer.workers.dev	All day. Log calls, see your pipeline, run Comment Intel for FB outbound.
Login page	/login	Magic-link sign-in. Enter your email, check inbox, click the link.

4 · Public agency site (so you know what prospects see)

What	URL	When you open it
Steady Craft site	steadycraftsolutions.com	Anytime a prospect Googles us mid-call. Know the home page, pricing, and the Getting Started tiers cold.
Pricing page	/pricing	If they say "send me your pricing," send them this link.

No login. Public site. Memorize the pricing block so you never fumble the "how much?" objection.

5 · Send to clients (forms + guides)

What	URL	When you send it
New store intake	steadycraftsolutions.com/shopify-migration	Universal intake form. Send to any client who's setting up a new online store (or moving an existing one). Covers shipping, sales channels, custom orders, inventory, tax, bank, domain. About 10 minutes for them to fill out. Their answers land in Levi's inbox.
Google Business Profile setup	steadycraftsolutions.com/google-business-profile	Send to any client whose GBP we're creating or claiming. Collects everything we need to pass Google's verification on the first try: legal name, primary category, address or service areas, hours, photos folder, description, attributes, existing-listing status, verification readiness. About 15 minutes if they have photos handy.
Domain transfer guide	steadycraftsolutions.com/domain-transfer	Any client bringing their own domain. Walks them through unlocking the domain, getting an auth code from their current registrar (9 registrars covered), and submitting it back to you. You get the auth code in your inbox.

No login needed by the client. Both forms POST to a Cloudflare function that emails Levi the response via Resend with Reply-To set to the client — hit reply and it goes back to them. Pages are noindexed.

6 · Day-one setup checklist (request these from Levi)

7 · Quick troubleshooting

Issue	Fix
Solev login loops back to /login	Your account exists but doesn't have the agency tier. Message Levi — both role=rep and tier=agency are required.
Ops magic link email never arrives	Check spam. If still nothing in 5 min, you're not on the platform_admins list yet. Levi adds you with one SQL line.
Demo site link opens to a blank page	You probably didn't hit Publish in Solev. Click into the site → Publish button top-right → wait for the green checkmark → retest the link.
Prospect says "the site isn't loading"	Open the link yourself first. If it loads for you, ask them to refresh once. If it doesn't, republish and re-text.