(Internal Playbook)
Sam's core belief: Scripts kill growth. Frameworks build killers.
Creates robots, kills growth
Creates closers, builds killers
When you hand someone a script, you create a robot. When you teach them a framework, you create a closer. We don't read lines—we understand human psychology and guide conversations toward appointments.
The Hook
Disarm
Present Solar
Live Response
Filter Buyers
Lock It Down
Performance Art
Purpose: Stop them from hanging up in the first 5 seconds
"Hi [Name], this is [Your Name]. I represent what's called Net Metering in partnership with [Utility Company]. I'm only reaching out today regarding work we're doing this week in [Their Street]. Have you already received the information about the relief program? Or not yet?"
"Hi [Name], I'm calling about a state-funded program called Take a Load Off Texas, provided by CenterPoint. How you doing?"
"Thanks for giving me a call back. This is [Name] with the Net Metering Program, a state government program that we're bringing to [City]."
Change openers every 2 weeks. Test "flyer on door," "notice on bill," "work in area" angles.
Purpose: Get on their level, acknowledge the elephant in the room
"You've probably gotten a lot of those people knocking on your door lately trying to sell solar, that big scam. Are you familiar with that?"
"We're talking to homeowners in the area regarding the power outages and rate hikes."
"We're very aware of the scams and frauds out there all over Texas in the solar panel industry. That's actually why this government program exists."
Find common ground before pitching. They hate pushy solar salespeople? So do we.
Purpose: Present solar without saying "solar" (until they're hooked)
Always pitch PPA first. Conversion is 40% higher than pitching loans upfront.
"No buying or leasing any equipment. No loans. No lien on your home. You're just purchasing power at a cheaper rate than what you pay now."
"The state can provide you with solar panels at no cost, turning the home into an energy producer. Since Texas owns the panels, the installation, maintenance, and battery backup is at no cost."
"This isn't like those old solar programs. You don't buy panels. The program installs them free of charge and you just purchase the power at a cheaper rate."
Purpose: Handle resistance without being pushy
Prospect: "We've looked into solar, not interested."
You: "I completely understand. That's actually why we're calling. This program is entirely different than what you looked at before. You don't buy panels with this program."
Prospect: "I don't think it's going to make sense for us."
You: "No problem, have a wonderful day."
DO NOT PUSH PAST 2X. Close rate on 3+ push appointments: 14%. Not worth it.
Objection: "My spouse handles the bills"
→ "That's perfect, when are you both usually home?"
Objection: "I had solar before, it was a nightmare"
→ "That's exactly why this program exists—to combat those scammers"
Objection: "I need to think about it"
→ "Of course! The technician just builds you a report to review. No decisions today."
Purpose: Don't waste time on non-buyers
"This is for homes still paying $150 or more on average for electricity. Would that be the case?"
"Since it's a government-funded program—I know it's a stupid question—would you say your credit's above 650 or below?"
"And you own the home, correct?"
"Who else uses electricity in the home that should be there for the information?"
Always frame credit as "stupid question" or "just required to ask." Reduces resistance by 70%.
Purpose: Lock it down TIGHT
"Let me check... looks like between now and tonight we have 32 appointments within about a 10-mile radius. A couple actually look like they're in your neighborhood. What time do you get off work?"
"Actually, you know what? It would make more sense logistically. I have a technician wrapping up at 5:45 in your area. Why don't I just have them drop by at 6 tonight since it only takes 10 minutes?"
"He's going to call you in about 5-10 minutes. Obviously it's from an unknown number—might even show as spam. But if you get ANY calls in the next few minutes, one of them is him. Is there any reason you wouldn't pick up?"
Push for 60% same-day appointments. Sleep cycles kill deals.
Purpose: This isn't data entry—it's performance art
You're not here to make friends. You're here to set appointments that close. Every call should be:
Get to the point
No mumbling, no confusion
You lead with questions, they follow
Track WHERE you lose calls:
Whatever has the most tallies after 2 days → that's your training focus.
This framework evolves. What works in Texas might need tweaks in California. What crushes in January might be stale by March. The structure stays—the words adapt.
Study the transcripts
Steal what works
Test new angles
Your job: Master this framework, then make it yours.
We're not in the information business.
We're in the appointment-setting business.
Welcome to the machine that prints money. Now go set some fucking appointments.