How to sell face to face.
Almost everything written about selling assumes a call. There is a whole canon for the phone and the video meeting, and very little for the conversation that happens at a kitchen table with the homeowner's dog in the way. This is that course, in eleven modules, free, and written from transcripts of real appointments rather than from theory.
Where this comes from, and what it is not
We are not sales trainers. We build the system that records in-home appointments and turns them into recaps, which means we spend our time reading what was actually said in rooms like yours. So this is not a philosophy of selling and it does not have a methodology with an acronym. It is a set of observations about what happens in the ninety minutes between the doorbell and the driveway, and what the people who close more often seem to do differently.
Where we have the tape, the lesson quotes it. Where we do not, the lesson says so and the example is labelled as a composite. Nothing here is presented as evidence that is not.
Why the books do not cover this
There is a serious literature on selling, and almost all of it assumes a call. SPIN, Challenger, MEDDIC, every cold-calling framework, every discovery-question script: they were built for a conversation that happens through a device, usually between two people whose job is business. That work is good and it does not transfer cleanly, because four things change the moment you are standing in someone's hallway.
You are a guest, not a caller. On a call the customer can end it in one second at no social cost. In their home they cannot, which sounds like an advantage and is the opposite: everything they say is filtered through politeness, so the usual signals of interest and objection get muffled. A homeowner who has decided against you will often keep nodding for another forty minutes.
The decision is rarely one person's. Inside-sales frameworks spend enormous effort on identifying a decision maker in an org chart. In a house the org chart is a marriage, the second decision maker is frequently not in the room, and the person you are talking to has to re-sell your quote to them tonight, from memory, badly.
You can see the problem. This is the biggest advantage in field sales and the most wasted. You are looking at the actual roof, the actual attic, the actual water stain. No call-based methodology has anything to say about diagnosing out loud in front of the person who owns the thing, which is the single most persuasive act available to you.
There is no recording, so there is no feedback loop. Inside sales got a decade of compounding improvement because every call was recorded and reviewable. Field sales got the ride-along: expensive, sampled at maybe one appointment in fifty, and it changes the rep's behaviour precisely because someone is watching. So the craft has stayed oral, passed between people, and mostly unwritten. That is the gap this course is trying to close.
Eleven modules, in the order the appointment happens
All 11 are written, 28 lessons in total. Read it in the order below, or jump to the part of the appointment you already know is your weakest.
- 01
Before the door
What do you need to know before you knock, and where does it come from?
- 02
The first ninety seconds
How do you stop being "a salesperson" in the customer's head?
- 03
The walkthrough
How do you diagnose out loud so the customer reaches the conclusion with you?
- 04
Who is actually deciding
How do you find the absent spouse, the real budget, and the three other quotes?
- 05
Presenting the number
One price or three? When does the middle option win, and when does it insult?
- 06
Objections, by objection
Price, timing, the spouse, "we want to think about it", insurance, the cheaper quote.
- 07
Asking for the decision
How do you ask without pressure, and what is the next rung if the answer is not yes?
- 08
The follow-up
What goes in the same-day email, what goes in the sequence, and when do you stop?
- 09
The handoff
What did sales promise that operations now has to deliver?
- 10
Coaching yourself
How do you listen back to your own appointment and know what to change?
- 11
For owners: a repeatable process
Playbooks, scorecards, ride-alongs versus recordings, and lead-source attribution.
How to use it
Read it in order if you are new, or if you are building a process for a team. The modules follow the appointment itself, so the sequence is the same sequence you will be standing in, and each one assumes the one before it happened.
If you have been doing this for years, do not read it in order. Go to the module covering the part of the appointment you already know is your weakest, usually presenting the number or asking for the decision, and ignore the rest. Nothing here needs the earlier lessons to make sense.
Owners: module 11 is written for you and the other ten are worth reading anyway, because a playbook written by someone who has not thought about the first ninety seconds tends to be a playbook about paperwork.