The rule
The only thing you close on a cold call is permission to send the free preview + their WhatsApp number. Never price on call one.
1 · Opener (the live one — it's working, keep it)
"Hi, is that [name]? I'm Omar — I work with afullerlifeai, a website design and AI studio in Liverpool. We're reaching out to local businesses to help with their growth goals this year."
2 · Bridge (the opener earns a QUESTION — ask, don't pitch)
✓
"Can I ask — what would growth actually look like for you this year? More jobs, bigger jobs, or just steadier work?"
▸ whatever they answer becomes your pitch. Busy ≠ no — busy people want BETTER jobs, quiet people want MORE
✓
"Most businesses we speak to are flat out but want better jobs, not just more of them — which camp are you in?"
▸ for ones who sound busy/dismissive — gives them a flattering way in
✓
THE PIVOT: "The reason I ask — the first place growth leaks is what a new customer finds when they check you out. When someone's recommended you and they Google you… what comes up?"
▸ this hands over to the VALUE questions — job value, the leak, the flip
3 · The offer (growth plan, step one at OUR risk)
"So here's how we work. We don't do audits and proposals — we build the first fix, free. A brand-new website for [business]: your reviews, your photos, your services, done properly. We send you a live link — no card, no catch. If it's not better than what you've got, delete it. If it is, it's yours from a few hundred quid — and it becomes the foundation everything else builds on: Google, reviews, socials, even the AI stuff, down the line."
4 · Close for the send
"What's the best
WhatsApp to send the link to when it's ready — this one?"
→ log the lead + anything specific they said. AFLAI builds the preview same/next day.
5 · Follow-up (where deals are actually won)
T+1 DAY AFTER LINK SENT
"Did the link work alright on your phone?"
T+3 DAYS
"Anything you'd change? We tweak it free — colours, photos, wording, anything."
Feedback = ownership. Relay every change request to George same day.
WHEN THEY SAY "IT'S GREAT"
"Want us to make it live on your own domain? It's £[X] for the build and £[Y] a month to keep it fast, secure and updated.
We can have you live this week."
Installments always fine — TPD paid £300 in 2. Never lose a deal on payment structure.
Referral (end every friendly call)
"Know another business owner who needs this? We pay 10% of the monthly, every month, for life, on anything they take. That's an income, not a voucher."
The principle
Value isn't told — it's discovered. You ask, they say the numbers, then you hand their own numbers back. A price you state is a cost. A number they said is a leak they want fixed.
Step 1 · Ask (2–3 of these, then be quiet)
✓
"Where does most of your work come from right now?"
▸ they'll say word of mouth — that's the setup, not a dead end
✓
"So when someone's recommended you and they Google you before calling — what do they find?"
▸ the wince. Referrals they PAID for in reputation, leaking at the last step
✓
"What's an average job worth to you, roughly?"
▸ THE key number. Get it before any price talk — it prices the site for you
✓
"Ever lost a job to someone flashier online who's not as good as you?"
▸ everyone has. Let them tell the story — that story is your pitch
✓
"Two quotes on the kitchen table — same price. One of you looks like a proper company online. Who gets the job?"
▸ they answer it themselves. Say nothing after
✓
"How many enquiries would you say slip away in a month — people who never call back after first contact?"
▸ their guess × job value = the monthly leak, in THEIR maths
Step 2 · The flip (their numbers, handed back)
FORMULA: JOB VALUE × JOBS LEAKING = THE LEAK. THEN PRICE BESIDE IT.
"So an average job's
£[their number], and you reckon you lose
[their number] a month to firms that just look bigger… that's
£[the multiplication] a month leaking. The site's a few hundred quid once, and about a quid a day after.
It has to catch ONE of those jobs to pay for itself — everything after that is profit. And you get to see it finished, free, before you decide."
IF THEY WON'T GIVE NUMBERS
"Fair enough — put it this way: if the site wins you
one job this year, has it paid for itself? …That's the whole bet, and we're taking the risk, not you."
Step 3 · One-job maths (memorise these)
| Builder / trades job | £1,000–10,000 → site pays back in ONE job |
| Pest / cleaning / windows | £80–300 → repeat customer, worth £1k+/yr |
| Beauty / aesthetics client | £150–500 visit → £1k+ lifetime |
| Food / catering booking | £300–2,000 per event |
Whatever they do: ONE caught job ≥ the build cost. £39.99/mo ≈ £1.30 a day — "less than the brew round".
Golden rules
1 · Never say a price before they've said a job value.
2 · Their numbers beat your numbers — even if theirs are smaller.
3 · After the flip, stop talking. The silence closes.
4 · If the maths is thin, say so and walk — "I don't think you're leaking enough for this to matter" builds more trust than any pitch.
Objections — tap to open
Price card (guide — George confirms)
| One-page build | £300–£600 |
| Multi-page build | £600–£1,000 |
| Care plan monthly | £39.99–£119/mo |
Give on the build (or split payments). NEVER on the monthly.
Proof — name-drop these
totalpestdefence.co.uk — cold call → live in 4 days, 10 real Google reviews
wooltonbuilders.com — Liverpool builder, site + socials
eirconnect.ie — full telecoms company site (Ireland)
hawarden.uk · leannemarie.uk
AI upsell — plant the seed, flag George
One line, then move on. You don't pitch the AI product — you book George's 2-minute demo. Best moment: after the website close, when they're a happy customer.
Misses calls · on the tools · hands full
"Half our clients bolt on an AI receptionist — answers the calls and messages you miss and books the job in. When your site's live, want George to show you it working? Two minutes."
FLAG → GHOST MODE / RECEPTIONIST
Owns Airbnbs / holiday lets
"You've got Airbnbs? We run 24/7 guest-messaging AI for hosts — answers every guest in your voice, even at 3am. Worth a look after the site."
FLAG → INVISIBLE CONCIERGE
Instagram / WhatsApp enquiries piling up
"The site can come with an AI that answers your DMs in under a minute, day or night. Most people buy it for the 9pm Friday enquiry they currently lose."
FLAG → GHOST MODE
"Everything's in my head" · hiring · scaling
"We also encode how you run the business into a system your staff can use without asking you everything. Different conversation — I'll have George mention it."
FLAG → NEURAL VAULT