You say this
They might say
Coach's note
01
THE OPENING
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Coach's Note
Don't lead with the pitch. Lead with genuine curiosity about their business. People buy from people who actually listen. Give this step 3–5 minutes before you mention anything about FOUNDIGITAL.
You Say
Hey [Name], thanks for taking a few minutes. Before I show you anything, I just want to understand your business a little better. How long have you been running [Business Name]?
Coach's Note
Let them talk. Listen for: how they currently get customers, whether they have a website, whether they've tried marketing before and been burned. These are your gold nuggets.
You Say
And right now, when someone in [city] searches for [what they do] — do you know where you're showing up? Like if I pulled out my phone right now and Googled it, would I find you?
Coach's Note
This question does all the work. Most small business owners either don't know, or they know they're invisible and it bothers them. Either way it opens the door perfectly.
// Pro Tip
Actually pull out your phone and Google them right there. If they don't show up — or show up poorly — that moment is worth a thousand words. Don't describe the problem. Show it.
02
THE AISO EXPLANATION
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Coach's Note
This is your biggest differentiator. Most business owners have never heard of AISO. Explain it simply — no jargon, no tech talk. The goal is to make them feel like you're letting them in on something most people don't know yet.
You Say
So you know how people used to Google things and get a list of websites? More and more now — especially younger people — they're asking AI tools instead. Like ChatGPT, or Google's AI answer at the top of the page. They'll literally type "who's the best plumber in Garden Grove" and the AI gives them an answer. The question is — are you the answer it gives?
They Say
"I didn't know that was a thing..."
You Say
Most people don't yet. That's the opportunity. The businesses showing up in those AI answers aren't paying for ads — they just have websites that are structured in a way the AI can read and trust. We build that in from day one. It's called AISO — AI Search Optimization — and it's something most agencies haven't even heard of yet.
// Pro Tip
If they have a smartphone nearby, ask them to open ChatGPT and type "best [their industry] in [their city]." Show them what comes up — and that they're not on it. Then tell them that's exactly what you fix.
03
THE DEMO SITE MOMENT
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Coach's Note
This is the most powerful moment in the entire pitch. You've already built them a website with their name, their info, their services on it. Don't describe it — reveal it. Build the moment up slightly before you show it.
You Say
So here's something a little different about how we work. We don't ask you to imagine what your site could look like — we just build it. I actually put something together for you already. It's not finished, but I want you to see what we're thinking.
Coach's Note
Hand them the iPad. Let them hold it. Let them scroll. Don't narrate. Give them 30–60 seconds of silence to take it in. Their reaction will tell you everything.
You Say
[After they've had time to look] — Everything you see here is already set up with your business info. The SEO is built in, the AISO structure is built in. If you say yes today, this is live within a week or two. We just refine it together.
// Pro Tip
If they say "wow" or "this looks really good" — that's your close. Don't keep selling. Move directly to package selection. The demo site did the work.
04
WALKING THE SERVICE PACKET
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Coach's Note
Don't read the packet to them. Hit three things only: what's included, the price, and the no-lock-in policy. The packet is a leave-behind, not a script.
You Say
So here's how it works. There's a one-time setup fee of $1,000 — that covers everything to build and launch your site. Then it's either $300 a month for our Growth package, or $500 a month for Dominate, which is the full-service version where we're pushing harder every month.
You Say
Every month you get a full report showing exactly what we did, where your traffic is, and what's working. And there's no long-term contract — month to month after the setup. We keep your business because we earn it every month.
Coach's Note
The "no lock-in" line lands hard with small business owners. Many have been burned by agencies that locked them into 12-month contracts. Say it clearly and let it sink in.
05
RECOMMENDING A PACKAGE
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Coach's Note
Always recommend a specific package rather than leaving it open-ended. People appreciate being guided. Default to Dominate for any business that competes locally — the extra content output makes a real difference. Recommend Growth only if budget is clearly the constraint.
You Say
Based on what you've told me about your business — you're in a competitive market and you want to own it, not just show up. Honestly? I'd go with Dominate. The difference between $300 and $500 a month is two extra blog posts and weekly Google Business Profile activity. That's the stuff that compounds over time and separates you from everyone else in [city]. But that's my recommendation — you know your budget better than I do.
// Pro Tip
Framing it as "your recommendation" while deferring to their judgment removes pressure while still anchoring them toward the higher package. Most people go with the recommendation when it's framed this way.
06
THE CLOSE
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Coach's Note
The biggest mistake reps make is not asking. After you've presented, be direct. Don't trail off into "so what do you think?" Ask a closing question that moves things forward.
You Say
So — are you ready to get started? I can take the setup payment right now and we'll have your site live within two weeks.
Coach's Note
After you ask — stop talking. The silence is uncomfortable but it works in your favor. Let them respond. Don't fill the silence by walking back the pitch.
You Say — If They Hesitate
What questions do you have? I want to make sure this makes sense before you decide anything.
// Pro Tip
If they say yes — stop selling immediately. Pull up the payment link, complete the intake form, and move into onboarding mode. Every extra word after the yes is a risk.
07
AFTER THE YES
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Coach's Note
The moment they say yes, shift your energy completely. You're no longer selling — you're onboarding. Be calm, confident, and organized. This is where you prove they made the right decision.
You Say
Perfect. Let me take the setup payment now and we'll get everything rolling. I'll also need about 15 minutes to go through a quick intake form with you — just some info about your business so we can get the site exactly right.
Coach's Note
Complete the intake form on the iPad together. Send the payment link via text or pull it up on your phone. Once payment clears, the welcome email fires automatically. Let them know to check their inbox.
You Say — After Intake
You should get a welcome email from FOUNDIGITAL in the next few minutes. It has a quick checklist — things like your logo, any photos you want on the site, and access to your Google Business Profile if you have one. Most people knock it out in 15 minutes. The faster we get that, the faster your site goes live.
// Objection Handling — Word for Word
"I already have a website."
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That's great — having something is better than nothing. Can I ask, when someone Googles [their service] in [their city] right now, where do you show up? [Let them answer.] Most websites were built to look good — ours are built to get found. There's a big difference between a site that exists and a site that actively brings you customers. That's what we do.
// Follow-up: Pull out your phone and show them their current Google ranking right there.
"I need to think about it."
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Totally fair — it's not a small decision. Can I ask what specifically you want to think through? Is it the price, the timing, or something about what we do? I'd rather answer your actual question than have you sit with something I could just clear up right now.
// Follow-up: Whatever they say next is the real objection. Handle that one.
"I can't afford it right now."
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I hear you. Can I ask — what does one new customer a month mean to your business? [Let them answer.] Most of our clients are picking up 3–5 new customers a month within the first few months. At $300 a month, you need one new customer to break even. Everything after that is profit. It's not a cost — it's an investment with a pretty clear return.
// Follow-up: If budget is genuinely tight, offer Growth at $300/mo and remind them there's no long-term commitment.
"My nephew does websites."
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That's awesome — and honestly if he's good, a website is the easy part. What he probably isn't doing is the ongoing SEO work, the monthly content, the AISO optimization, and the reporting. That's where the real value is. A site that nobody finds is just an expensive business card. We handle everything after the launch too — every single month.
// Follow-up: Ask when the nephew last updated the site or checked the rankings. Usually the answer is "a while ago."
"I tried SEO before and it didn't work."
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You're not alone — a lot of people have been burned by agencies that took money and disappeared. Two questions: how long did you give it, and did they ever show you a report proving what they did? [Let them answer.] SEO takes 3–6 months to really move. And if nobody was showing you the work — they probably weren't doing it. We send you a full report every single month with exactly what was done and where you stand. No hiding.
// Follow-up: Show them the example monthly report on the iPad.
"What makes you different from other agencies?"
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Three things. One — we built your site before we even walked in the door. Most agencies spend your money figuring out what to build. We showed up ready. Two — we're the only agency I know of that does AISO — optimizing for AI search, not just Google. That's where search is going and we're already there. Three — no contracts, no lock-in, full report every month. We keep your business because we earn it, not because you're trapped.
// Follow-up: Ask them to open ChatGPT and search for their business type in their city. Show them the gap.
"Can I just start with the cheaper option?"
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Absolutely — Growth is a solid package and a lot of our clients start there. I just want to make sure you know what you're getting and not getting. Growth is one blog post a month and two rounds of edits. Dominate is two to three posts, weekly Google Business activity, and a quarterly site refresh. The extra $200 a month buys you a lot more momentum. But Growth is a great way to start and you can always upgrade.
// Follow-up: Let them choose without pressure. Growth clients often upgrade within 3 months once they see results.
"I need to talk to my partner / spouse."
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Of course — that makes total sense for a business decision. Can I ask, is there anything about what we do that you're unsure about yourself? Because if you're sold and it's just about getting their input, I can put together a quick summary you can share with them. And if there's something you're uncertain about, let's clear that up now so you can present it confidently.
// Follow-up: Offer to send a follow-up email with the service packet and a personal note they can forward. Keeps you in the conversation.
// Quick Reference
PRICING
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Setup fee: $1,000 (one-time)
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Growth: $300/mo
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Dominate: $500/mo
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No long-term contract
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Month-to-month after setup
TIMELINE
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Site live in 7–10 business days
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2 rounds of revisions
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Monthly report on the 1st
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Quarterly refresh (Dominate)
GROWTH INCLUDES
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Custom website + hosting
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SEO + AISO markup
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1 blog post / month
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2 edit rounds / month
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GBP setup + citations
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Monthly SEO report
DOMINATE ADDS
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2–3 blog posts / month
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Weekly GBP posts
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Quarterly site refresh
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Competitor snapshot
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Unlimited minor edits
WHAT IS AISO?
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AI Search Optimization
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Gets you cited by ChatGPT, Perplexity, Google AI
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Built into every site from day one
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Most agencies don't offer it yet
KEY PROMISES
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You own everything — always
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No lock-in contracts
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Full monthly report
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Site live in 7–10 days
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Real humans, fast responses
