TABLE OF CONTENTS

01 What We Sell — Services Overview

02 Your Role as an Appointment Setter

03 Outreach Channel 1 — Facebook DMs

04 Outreach Channel 2 — Cold Calling

05 Outreach Channel 3 — Checkatrade

06 Handling Objections

07 Building Your Own Script

08 Quick Reference & Tracking

 01 — WHAT WE SELL: SERVICES OVERVIEW

Before you pick up the phone or send a single DM, you need to know our services inside and out. You don't
need to be a tech expert — you just need to understand what we're offering, what problem it solves, and why a
contractor would be crazy NOT to have it.

PACKAGE 1 — Starter Visibility

✓ Custom professional website built for their contracting business

✓ On-page Search Engine Optimization (SEO) so they rank on Google

✓ Best for contractors who have zero online presence

✓ Price point: entry-level — easiest yes to get

PACKAGE 2 — Full Business Automation

★ Everything in Package 1 PLUS a complete suite of automation tools:

✓ Missed Call Text-Back — if they miss a call, an automatic text goes out instantly

✓ Unified Inbox — all messages (text, email, Facebook, etc.) in ONE place

✓ Separate Business Phone Number — keeps personal & business calls apart

✓ Local SEO — optimized Google Business Profile to rank in the local map pack

✓ Google 5-Star Review Funnel — automated follow-up that drives reviews

✓ Auto Marketing Campaigns — pre-loaded campaigns scheduled up to 2 years in advance

✓ Auto Lead Follow-Up — when a lead texts any platform, they get an instant reply

✓ Phone & Desktop App — they can see everything in real-time from anywhere

✓ Pipeline / CRM — visually track every lead and opportunity through stages

PACKAGE 3 — Done-For-You Growth (Premium)

 ★ Everything in Package 2 PLUS one of the following add-ons:

✓ Meta Ads Management — we run their Facebook/Instagram ads for them

→ OR AI Receptionist — an AI that answers calls, qualifies leads, and books jobs 24/7

✓ For contractors ready to scale fast — highest ticket, highest value

Your Goal as a Setter

• You are NOT selling — you are qualifying and booking. Your only job is to get them curious and excited
enough to show up to a call.
• Always lead with problems we solve (missed calls, no reviews, no online presence) — not the features.
• Package 2 is your primary target. It has the most value and strongest pitch.
 02 — YOUR ROLE AS AN APPOINTMENT SETTER

An appointment setter is the first human touch a prospect has with our brand. Your job is simple: find
contractors who need more work, spark their interest, handle basic questions, and get them booked on a
discovery call. That's it. You are NOT closing deals — leave that to the closer.

Key Performance Indicators (KPIs)

Metric Daily Goal Weekly Goal

FB/Email outreach messages sent 100+ 500+

Cold calls dialled 100+ 500+

Replies / Pick-ups 20–35 100–175

Qualified conversations 10–20 50–100

Appointments booked 4–8 20–40

Follow-ups sent (no-reply leads) 30–50 150–250

Show rate target — 70%+

The Setter Mindset

→ You're helping them, not bothering them. Contractors struggle to get leads — you have a real solution.
→ Rejection is data. Every 'not interested' gets you closer to a 'yes'. Track everything.
→ Be human. People do business with people they like. Be real, be friendly, be curious.
→ Consistency beats talent. 50 outreach messages a day beats 10 'perfect' messages.
→ Know your scripts but don't sound scripted. Use them as a framework, not a teleprompter.
 03 — OUTREACH CHANNEL 1: FACEBOOK DMs

Facebook is a goldmine for contractor outreach. Thousands of local contractors post their work, ask for
referrals, and join groups every single day. This channel is warm outreach — they're already active on the
platform, which makes it easier to start a conversation.

HOW TO FIND PROSPECTS ON FACEBOOK

Step 1. Search Facebook Groups: Type terms like 'contractors [city]', 'home improvement [city]', 'roofers
[city]', 'HVAC [city]', 'plumbers [city]', 'electricians [city]' into the Facebook search bar. Join active groups
with 500+ members.
Step 2. Search Facebook Marketplace: Contractors often post services. Filter by 'Services' category.
Step 3. Search Pages: Search '[trade] near me' and look at local business pages with low review counts or
outdated sites.
Step 4. Use Facebook Ads Library: Go to [Link]/ads/library and search for local contractors running
ads. They're investing in marketing — pitch them a better system.
Step 5. Profile scan: Before messaging, check their profile. Do they have a website link? How many
reviews? Low reviews + no website = perfect prospect.

DAILY FACEBOOK DM ROUTINE

Time Block Action Volume

Morning (1 hr) Find & qualify new prospects in groups 20–30 profiles reviewed

Morning (30 min) Send first-touch DMs 15–20 DMs sent

Afternoon (30 min) Follow up on no-replies from yesterday 10–15 follow-ups

Afternoon (30 min) Respond to replies, move to booking All active convos

FACEBOOK DM SCRIPTS

SCRIPT — Facebook DM — Opening Message (Script A)

Hey [First Name]! ■
Saw your work in [Group Name] — looks solid. Do you mainly get your jobs through referrals,
or are you also doing anything online to pull in new leads?
— Reason: Open-ended question. No pitch yet. Just start a conversation.
 SCRIPT — Facebook DM — Opening Message (Script B — Direct Value)
Hey [First Name] — quick question.
I help contractors in [City] get more inbound calls without chasing referrals.
Is that something you'd want to know more about, or are you pretty good on leads right now?
— Reason: Slightly more direct. Good if their profile shows they're active and have a few reviews.

FOLLOW-UP SEQUENCE — Send these in order if no reply

Most bookings don't come from the first message. The fortune is in the follow-up. Run this sequence on every
prospect who doesn't reply. Space them out as shown — never send two follow-ups in the same day.

SCRIPT — Follow-Up #1 — Day 2 (Soft Bump)

'Hey [First Name] — just bumping this up in case it got buried.
Worth a quick chat if you're open to it!'
— Short. Friendly. Zero pressure.

SCRIPT — Follow-Up #2 — Day 4 (New Angle)

'Hey [Name] — forgot to mention, one of the big things we set up is a missed-call
text-back so you never lose a job just because you were on the tools.
Thought that might be relevant for you. Still worth a chat?'
— Introduce a specific feature they haven't heard yet. Rekindle curiosity.

SCRIPT — Follow-Up #3 — Day 7 (Social Proof)

'[Name] — worked with a [same trade] in [city] last month.
He was getting most of his work from referrals, now he's getting 3–5 inbound calls a week
just from Google. Happy to show you how if you've got 15 mins.'
— Results from a similar trade = the most powerful thing you can say.

SCRIPT — Follow-Up #4 — Day 12 (The Problem Poke)

'Quick question [Name] — are you currently getting reviews automatically after every job,
or is it hit and miss?'
— Ask a question instead of pitching. Easier to reply to a question than a pitch.

SCRIPT — Follow-Up #5 — Day 18 (The Last Touch)

'Hey [Name] — going to stop bugging you after this one! ■
If you ever want to see how other [trade]s in [city] are generating leads on autopilot,
just drop me a message. Always happy to chat.'
— Close the loop gracefully. Leaves a good impression and sometimes triggers a late reply.
SCRIPT — Facebook DM — Once They Reply & Show Interest
Nice! So basically what we do is set up your whole online presence —
website, Google reviews, missed-call follow-up, all your messages in one place.
A lot of contractors we work with were losing jobs just because nobody
was following up fast enough. Sounds familiar?
[If yes:]
Cool — it's worth hopping on a 20-min call so we can see exactly what's
missing for you. What's your schedule like [Day] or [Day]?

DO ■ DON'T ■

• Personalize every opener with their name or their • Send a wall of text as first message
trade

• Comment on their work/post before DM-ing when • Lead with 'I have a business opportunity for you'
possible

• Keep first message under 3 lines • Pitch all 3 packages in the first message

• Use casual, conversational tone • Send the same copy-paste to 100 people with no
personalization

• One follow-up max if no reply • Spam groups with promotional posts — you'll get
banned
 04 — OUTREACH CHANNEL 2: COLD CALLING

Cold calling is fast, direct, and still one of the highest-converting outreach methods when done right.
Contractors are busy people — catching them live on the phone lets you qualify them in seconds and book on
the spot. The key is to be confident, concise, and always lead with value.

WHERE TO GET PHONE NUMBERS

• Google Maps: Search '[trade] + [city]' — every listed business has a phone number. Look for ones with
few or no reviews, basic/no websites.
• Yelp: Filter by lowest-rated or newest businesses. These contractors need the most help.
• Nextdoor & local Facebook groups: Posts asking for contractor referrals = direct leads.
• HomeAdvisor / Thumbtack / Angi: Contractor profiles show phone numbers. If they're paying for leads
there, they want more work.
• Checkatrade Services section: Phone numbers are often listed directly in posts.
• Yellow Pages / Whitepages: Old-school but effective for bulk list building.

COLD CALL STRUCTURE — THE 4-STEP FRAMEWORK

STEP 1: The Hook (5–10 sec)
State who you are and WHY you're calling in one sentence. Do NOT say 'Hi, how are you today?'

STEP 2: The Problem Statement (15–20 sec)

Mention a pain point relevant to contractors. Make them feel seen. Example: missed calls, slow lead flow, no
reviews.

STEP 3: The Curiosity Question (5 sec)

Ask a yes/no or short question that nudges them to engage. 'Is that something you've been dealing with?'

STEP 4: The Ask (10 sec)

If they engage, ask to book a 15–20 minute call. Give two specific day/time options — never open-ended.

COLD CALL SCRIPTS

 SCRIPT — Cold Call Script A — The Direct Opener
[Ring... answered]
YOU: 'Hey, this is [Your Name] — is this [Business Name]?'
THEM: 'Yeah, who's this?'
YOU: 'Hey [Name] — I'll keep it quick. I work with contractors in [City] helping them
get more inbound calls from Google and making sure they never lose a lead again.
Quick question — are you currently missing calls or struggling to get reviews online?'
[If YES or 'kind of':] 'Perfect — worth a 15-minute call to show you exactly how it works.
Are you free [Day] morning or [Day] afternoon?'
[If NO:] 'Got it — totally fair. Just out of curiosity, how are you currently getting most of your jobs?'
— [Use their answer to pivot back to your value]

SCRIPT — Cold Call Script B — The Compliment Opener

YOU: 'Hey, is this [Name] from [Business Name]?'
THEM: 'Yeah.'
YOU: 'Hey — I was checking out your business online and I can see you do solid work.
I noticed you only have [X] Google reviews though — most of your competitors have 30, 40, 50+.
We help contractors close that gap fast. Is that something you'd want to fix?'
— Works well for contractors with great work but low online presence.

SCRIPT — Cold Call Script C — The 'Lost Leads' Angle

YOU: 'Hey [Name], quick question — do you have anything set up that automatically
texts someone back if you miss their call?'
THEM: 'No...' / 'What do you mean?'
YOU: 'So basically the average contractor misses 30–40% of their calls —
and most of those people just call the next contractor on Google.
We set up a system that texts them back in under a minute so you never lose that job.
Worth a quick call to see if it makes sense for you?'

VOICEMAIL SCRIPT
SCRIPT — Voicemail (under 20 seconds)
'Hey [Name], this is [Your Name]. I help contractors in [City] get more inbound jobs
through Google and automated follow-up. Give me a call back at [Number] — or I'll try
you again [tomorrow/later this week]. Thanks!'
— Never leave voicemails longer than 20 seconds. Keep it curious, not salesy.

COLD CALL FOLLOW-UP SEQUENCE

If they don't pick up or ask you to call back — don't just try once and move on. Use this multi-touch sequence
across calls and texts:
SCRIPT — Call Follow-Up #1 — Same Day (Text after voicemail)
'Hey [Name], I just left you a voicemail — this is [Your Name].
I help contractors in [city] get more inbound calls from Google.
Worth a 15-min chat? Just reply here or call me back on [Number].'
— Text immediately after voicemail. People check texts 10x more than voicemails.

SCRIPT — Call Follow-Up #2 — Day 2 (Call again, different time of day)

[Call at a different time of day than your first attempt]
If they pick up: 'Hey [Name], tried you yesterday — this is [Your Name].
I work with [trade]s in [city] helping them get more calls without chasing referrals.
Got 30 seconds?'
If no answer: Leave a fresh, shorter voicemail and reference you tried before.

SCRIPT — Call Follow-Up #3 — Day 5 (Text — New Hook)

'Hey [Name] — [Your Name] again. Quick one:
do you have anything that automatically follows up with leads
when they text you? Most contractors don't — and it's costing jobs.
Worth a chat?'
— New angle every follow-up. Never repeat the exact same message twice.

SCRIPT — Call Follow-Up #4 — Day 10 (Social Proof Text)

'[Name] — just helped a [same trade] in [nearby city] go from 8 to 47 Google reviews
in 6 weeks. Thought of you. Happy to show you how if you've got 15 mins this week?'
— Specific numbers + local relevance = hard to ignore.

SCRIPT — Call Follow-Up #5 — Day 18 (Final Attempt)

[One last call attempt + text if no answer]
'Hey [Name] — last time I'll reach out. If you ever want to see how we help
[trade]s in [city] get consistent work without relying on word of mouth,
just give me a ring on [Number]. All the best! — [Your Name]'
— Professional close-out. Leaves the door open without burning the bridge.

DO ■ DON'T ■

• Have their business name + trade ready before • 'I'm calling to offer you...' as your opener
dialing

• Call between 8am–10am or 4pm–6pm (higher • Read your script word-for-word robotically
pick-up rates)
• Stand up or sit upright — it changes your vocal • Call the same number more than 3 times without a
tone text in between

• Smile when you talk — they can hear it • Get defensive when they push back

• Take notes during the call for the closer • Hang up immediately on objections — ask one
follow-up question first
 05 — OUTREACH CHANNEL 3: CHECKATRADE

Checkatrade is a goldmine for contractor leads. It's a trusted UK directory where thousands of vetted
tradespeople list their services — many of them are paying a monthly fee to Checkatrade but still struggling for
consistent work. They're already invested in getting found online, which makes them warm, motivated
prospects for what we offer.

HOW TO FIND CONTRACTORS ON CHECKATRADE

1. Go to [Link] and enter a trade + location (e.g. 'roofer London', 'plumber Manchester').
2. Browse the listed profiles — each one shows their trade, location, review count, and often a website link.
3. Prioritise profiles with: fewer than 20 reviews, no website listed, low photo quality, or sparse descriptions.
4. Click into each profile to find their business name and phone number (most list one directly).
5. Note profiles that have been on Checkatrade for 1+ years with few reviews — they're paying monthly but
not growing.
6. Collect: name, trade, city, phone number, review count, and whether they have a website.
7. Build a daily list of 20–30 qualified leads before starting outreach.

THE CHECKATRADE APPROACH — KEY INSIGHT

Why Checkatrade Contractors Are Perfect Prospects

• They're already paying to be found — so they clearly want more work. You're not interrupting; you're
upgrading.
• Checkatrade charges monthly fees but doesn't guarantee leads — you offer a system that generates
them consistently.
• Many have few or no Google reviews — our review funnel solves this immediately and visibly.
• Low review count + no website = maximum urgency. They're losing to competitors right now.
• Phone numbers are often listed on their profile — making warm outreach easy to start.

CHECKATRADE OUTREACH METHODS

Method 1: Call them directly — Use the cold call scripts from Section 04, but open with: 'I came across your
Checkatrade profile for [service] in [city]...' Referencing where you found them instantly builds credibility.

Method 2: Message via their listed contact details — If they have a contact form, email, or Facebook page
linked from their profile, send the email script below. Keep it short and curiosity-driven.
SCRIPT — Checkatrade Email / Contact Form Script
Subject: Quick question about your [trade] business
Hey [Name],
Came across your Checkatrade profile for [trade] in [city] — solid work.
I help tradespeople in the area get consistent inbound calls directly from Google
instead of relying on directories and referrals. A lot of the contractors we work with
were in the same spot — listed on Checkatrade, doing great work, but the phone
wasn't ringing as much as it should.
Worth a quick 15-minute call to see if it makes sense for you?
— [Your Name]
[Your Phone Number]
— Keep it short. No pitch. Just curiosity.

SCRIPT — Checkatrade Cold Call Opener

YOU: 'Hey, is this [Name]? I came across your Checkatrade profile for [trade] in [city].'
THEM: 'Yeah, that's me.'
YOU: 'Cool — I help tradespeople like yourself get more calls coming in directly
from Google, rather than depending on directories like Checkatrade.
Quick question — are you happy with the amount of work you're getting right now,
or are you looking to bring in more?'
[If they want more work:] 'Perfect — worth a 15-min call to walk you through it.
Are you free [Day] or [Day] this week?'
— Referencing their Checkatrade profile = warm, specific, credible opener.

CHECKATRADE DAILY WORKFLOW

Time Task

15 min Search Checkatrade by trade + city, collect 20–30 new contractor leads

30 min Cold call prospects using the Checkatrade-specific opener

20 min Send email / contact form messages to those without phone numbers

10 min Log all contacts in your tracker (name, trade, city, method, status)
 06 — HANDLING OBJECTIONS

Every objection is a question in disguise. When someone says 'I'm not interested,' they usually mean 'I don't
understand the value yet' or 'I don't trust you yet.' Here's how to handle the most common ones:

OBJECTION: "I'm not interested."

YOU SAY: 'Totally fair — can I ask, is it because you're already getting enough work, or more that it's not a good
time?'

WHY IT WORKS: You reopen the door without being pushy. Their answer tells you if it's a real no or just a reflex.

OBJECTION: "I already have a website."

YOU SAY: 'Nice! Is it getting you calls right now, or more just sitting there? A lot of contractors have one — it's
making sure it's actually bringing in jobs that matters.'

WHY IT WORKS: Shifts focus from having a website to the website performing.

OBJECTION: "I'm too busy right now."

YOU SAY: 'That actually makes sense — the goal is to get you even busier with the right jobs, not add more to
your plate. It's only a 15-minute call. When's a better time — next week?'

WHY IT WORKS: Busy = proof they're in business. Busy also = needs systems.

OBJECTION: "How much does it cost?"

YOU SAY: 'Great question — it depends on which package makes the most sense for your business. That's
exactly what the call is for. It takes 15 minutes and I can give you exact numbers.'

WHY IT WORKS: Never quote price over cold outreach. Always defer to the call.

OBJECTION: "I get all my work from referrals."

YOU SAY: 'That's awesome and shows your work is solid. The thing is, referrals dry up — and when they do,
you want a system that's always generating new work. Would you want that backup plan?'

WHY IT WORKS: Validate, then introduce risk of dependency.

OBJECTION: "Send me some info first."

YOU SAY: 'For sure — I can send something over. What's your email? Also, the info makes way more sense
once you see how it applies to your specific setup — can we do a quick 15-min call after you get it?'

WHY IT WORKS: Agree to send info, but still push for the call. Info without a call rarely converts.
 07 — BUILDING YOUR OWN SCRIPT

The scripts in this guide are starting points. The best setters personalize their approach over time. Use this
framework to build any script from scratch for any channel:

1. THE HOOK
Get attention in the first 5 seconds. Use their name, their trade, or reference something specific to them (their
ad, their post, their low review count).

2. THE PROBLEM
Name a pain they already have. Don't create a new problem — remind them of one they already know about.
Examples: 'missing calls,' 'losing jobs to competitors with better Google ratings,' 'posting on Checkatrade with
no consistent results.'

3. THE TEASE
Give them a glimpse of the solution — but not the whole picture. 'We fix that.' / 'We help contractors solve
exactly that.' You want them curious, not fully informed yet.

4. THE QUESTION
Ask a yes/no or short answer question to get them talking. 'Is that something you've been dealing with?' / 'How
are you currently getting most of your jobs?'

5. THE ASK
If they engage — ask for 15 minutes on a call. Give TWO specific time options. Never say 'whenever works for
you.'

Script-Writing Checklist
• Does it open with something personalized (not generic)?
• Does it mention a specific pain point a contractor would recognize?
• Is it SHORT? (First message/opener under 3–4 sentences max)
• Does it end with a clear, specific ask — not an open question?
• Does it sound like a human said it, not a robot?
• Does it avoid the words: 'business opportunity,' 'solution,' 'I wanted to reach out'?

WORDS THAT KILL CONVERSIONS — AVOID THESE

AVOID THIS SAY THIS INSTEAD
"I wanted to reach out..." "Quick question —"

"We offer solutions for..." "We help [trade] contractors get..."

"I have a business opportunity" "I work with contractors in [city]..."

"Our system provides..." "Most contractors we work with were losing..."

"Are you the decision maker?" "Is this [their name]?"

"I know you're busy but..." Just get to the point — no apology needed
08 — QUICK REFERENCE & DAILY TRACKING

DAILY OUTREACH CHECKLIST

■ Built or updated my lead list for today (20–30+ prospects)
■ Sent Facebook DMs — first touch (15–20)
■ Followed up on yesterday's Facebook DMs with no response
■ Cold called my Checkatrade leads using the reference opener
■ Sent cold calls from Google Maps / Yelp list
■ Replied to any incoming messages / calls
■ Logged all outreach in tracker (name, channel, status, next step)
■ Booked at least 1 appointment today
■ Confirmed tomorrow's appointments via text/DM

LEAD TRACKING TEMPLATE

Name Business Trade City Channel Status Next Step

John D. JD Roofing Roofer Austin FB DM Replied Book call

Maria R. MR HVAC HVAC Dallas Cold Call Booked Confirm

[Name] [Business] [Trade] [City] [Channel] [Status] [Action]

CHANNEL COMPARISON CHEAT SHEET

Facebook DMs Cold Calling Checkatrade

Speed Medium Fast Medium

Volume High High Medium

Warmth Warm Cold Warm

Best For Visual trades (roofers, landscapers) Any contractor Paid-directory contractors

Response Rate 15–25% 5–15% 15–25%

Booking Rate 10–20% 10–15% 15–25%

Effort Level Low–Medium Medium–High Low

 BONUS A — OPTIMISE YOUR FACEBOOK PROFILE

When you send a DM, the first thing a contractor does is click your name and look at your profile. If it looks
empty, fake, or unprofessional — they won't reply. Your Facebook profile is your first impression and your silent
credibility check. Here's how to make sure it passes.

PROFILE PHOTO
• Use a clear, real headshot — face visible, good lighting, neutral or professional background.
• Smile. Approachable beats 'corporate' every time for this type of outreach.
• No sunglasses, no group photos, no logos as your main profile picture.
• Update it regularly — an old photo from 5 years ago signals inactivity.

COVER PHOTO
• Use a branded cover image that shows what you do — e.g. 'Helping contractors get more calls' with a
clean graphic.
• Tools like Canva (free) let you make a professional cover in 10 minutes.
• Include your name and a short tagline. Keep it simple and readable on mobile.
• Avoid generic landscape photos or leaving it blank — both look inactive.

BIO / INTRO SECTION

Go to your profile → Edit Details → Intro. This is what people read first. Here's a simple formula to follow:

SCRIPT — Bio Formula

Line 1: What you do (short and benefit-led)
Line 2: Who you help
Line 3: A credibility signal or call to action
Example:
'Helping tradespeople & contractors get more inbound jobs through Google & automation.'
'I work with roofers, plumbers, electricians, and general builders.'
'DM me if you want to see how it works for your area.'

RECENT POSTS & ACTIVITY

• Post at least 2–3 times per week. Even simple posts work — tips, contractor wins, quick facts about
missed calls or reviews.
• Share relatable content for contractors: '60% of missed calls never call back — here's how to fix that.'
 • React and comment in contractor Facebook groups before DM-ing. Warm yourself up — be a
recognisable face first.
• Avoid political posts, excessive personal posts, or anything that could put off a business owner.
• Pin a post to the top of your profile that explains what you do and who you help.

FRIENDS LIST & CONNECTIONS

• A profile with 50 friends looks fake. Aim for 200+ — add people in local contractor groups.
• Join 5–10 active contractor or trades groups and be active before you start outreach.
• Follow and engage with relevant pages: local business pages, trade associations, construction brands.

Facebook Profile Optimisation Checklist

• Real, clear, smiling headshot as profile photo
• Branded cover photo with name + tagline
• Bio clearly states what you do and who you help
• Pinned post explaining your service
• At least 5–10 recent posts visible on your timeline
• 200+ friends / connections
• Member of 5+ active contractor groups
• No red-flag content visible (political, controversial, or overly personal)
 BONUS B — BUILDING COLD CALL CONFIDENCE

Cold calling feels uncomfortable at first for almost everyone. The shaky voice, the fear of rejection, the blank
mind when they push back. That's normal — and it goes away faster than you think. Here's everything you need
to get confident on the phone and stay that way.

BEFORE YOU DIAL — YOUR PRE-CALL ROUTINE

• Stand up. Standing while calling makes you sound more energetic and assertive — studies back this up.
• Smile before the call connects. It physically changes your vocal tone and makes you sound warmer.
• Do 5 minutes of prep: review your script, know the prospect's name and trade, have your calendar open.
• Set a session target before you start — 'I'm going to make 30 calls in the next 90 minutes.' Goals reduce
hesitation because each call is just one step toward a number, not a high-stakes event.
• Do a 60-second voice warm-up: say your opener out loud 3 times before your first dial. Your brain and
voice need to be in sync.

REFRAMING REJECTION
The single biggest thing that kills cold call confidence is taking rejection personally. Here's the mindset shift that
changes everything:

THOUGHT: "They hung up on me." REFRAME: They hung up on the situation, not you. They don't know
you. It's not personal — it's a data point.

THOUGHT: "I got 10 no's in a row." REFRAME: You just cleared 10 no's off the path to your next yes.
Every no has a value — you're getting paid per dial, not per yes.

THOUGHT: "They were rude to me." REFRAME: Tradespeople are busy, often mid-job when you call.
Rudeness is stress, not a judgment on you. Shake it off in 10 seconds
and dial again.

THOUGHT: "I don't want to bother REFRAME: You are not bothering them — you're offering a real
them." solution to a real problem. If you believed someone was losing money
every week, wouldn't you tell them?

THOUGHT: "I messed up my script." REFRAME: Nobody noticed as much as you think. Keep going. The
more calls you make, the smoother it gets. Perfection is not the goal
— persistence is.

DRILLS TO BUILD CONFIDENCE FAST

 Mirror Drill — Record yourself saying your opener on your phone and watch it back. Uncomfortable? Good
— that means you'll improve. Do it until you look and sound natural.

Rubber Duck Drill — Practice your full script out loud alone — no audience. Repeat it 10 times until it
flows without thinking. Familiarity kills nervousness.

The First 5 Rule — Commit to making your first 5 calls of every session as fast as possible with zero
hesitation. Don't overthink — just dial. The first 5 are always the hardest.

Call Journalling — After every session write down: 1 thing that went well, 1 thing to improve, and your
numbers. Progress tracking kills self-doubt.

Listen Back — Record a few calls (check local laws) and listen back. You'll notice your pace, filler words,
and where you lose them — and you'll self-correct fast.

Batch Your Calls — Don't make 5 calls, then do emails, then 5 more calls. Block 60–90 minute call
sessions. Momentum builds within a session — don't interrupt it.

VOCAL DELIVERY TIPS

• Pace: Slow down by 20% from your natural speed. Nervousness speeds you up — fight it.
• Volume: Slightly louder than your normal voice. Confident people take up space.
• Pauses: Don't be afraid of silence after asking a question. Count to 3 — let them answer.
• Tone: Drop your pitch slightly at the end of sentences. Rising tone = uncertainty. Flat/dropping tone =
confidence.
• Energy: Match their energy first, then lift it. If they're flat, don't be hyper. Ease them into a higher energy.

Remember: You're not selling — you're solving. Every contractor you reach is one missed call
away from losing a job they didn't even know about. Your outreach changes that. Stay
consistent, stay human, and keep booking.