Welcome to Your Sales Playbook
This manual contains everything you need to succeed at One Janitorial. It's not theory—it's what actually works, pulled from real coaching sessions with top performers.
What You'll Learn
Cold Calling: How to make 100-150 calls per day and book qualified appointments without burning out.
Scripts: Exact words to use in every situation. Gatekeeper bypass, decision maker opener, objection handles, closes.
Discovery: The questions that separate real prospects from time-wasters.
Objections: Every pushback you'll hear and exactly how to respond.
Presentations: The 5-part demo structure that turns walkthroughs into signed contracts.
Closing: When to ask for the business and how to handle "I need to think about it."
Processes: Daily routines and follow-up systems that keep your pipeline full.
✅ How to Use This Manual
First time: Read the entire manual once. Takes 2-3 hours. Do it before your first call.
Daily: Keep it open while calling. Jump to the section you need when stuck.
Before demos: Review the Presentations tab every single time.
The One Thing You Need to Know
Sales at One Janitorial is simple: Follow the system. Make the calls. Trust the process.
The scripts work. The techniques work. But only if you use them. This isn't about natural talent. It's about doing the work consistently.
100 calls. Every day. Using these scripts. Asking for the business. That's it.
📞 Make 100-150 calls per day, reach decision makers, and book qualified appointments.
Cold Calling Fundamentals
Why Cold Calling Works
Every deal starts with a conversation. Cold calling is how you start it. Most businesses don't search for cleaning companies. You find them.
Your goal isn't to sell on the first call. Your goal is to book a qualified appointment for a walkthrough. Get them to say yes to a 10-minute meeting. That's it.
The Numbers Game
Target: 100-150 dials per day. Here's what happens when you hit it:
- 150 dials → 20-25 conversations
- 20-25 conversations → 2-3 decision makers reached
- 2-3 decision makers → 1 qualified appointment booked
- 5 appointments per week → 2-3 deals closed per month
The math is simple. More calls = more appointments = more deals. If you're not closing enough, you're probably not calling enough.
💡 Pro Tip: Speed Beats Perfection
Your first 50 calls will be rough. That's normal. Don't aim for perfect delivery—aim for 100 dials. The script works even when you're nervous. Just keep dialing.
Your Daily Call Routine
Morning (8am-12pm): Make 100 calls. That's 25 per hour. Work through your lead list top to bottom. No skipping. No cherry-picking.
Afternoon (1pm-3pm): Make 50 more calls. Focus on callbacks and warm leads from the morning.
Log every call immediately. Outcome + next action. "Voicemail - call back Friday 2pm." "DM interested - walkthrough Tuesday." "Not interested - remove."
Getting Past Gatekeepers
Most calls start with a gatekeeper (receptionist, office manager). Your goal: get transferred to the decision maker without getting screened out.
Why this works:
- "Hoping you could help me out" — Makes them want to assist
- "Sales manager" — Sounds senior, not telemarketer
- "Or would that be you?" — Gives them an out if they ARE the decision maker
When They're Not Available
If gatekeeper says "They're not in," get three things:
- Best time to call back: "When's a good time to reach them?"
- Email address: "Can I get their email so I can send some info?"
- Voicemail transfer: "Can you transfer me to their voicemail so I can leave a message?"
Log the callback time. Actually call back. Most reps don't. That's your advantage.
Reaching the Decision Maker
When you get transferred, you have 15 seconds to make them listen. Here's what works:
Why this works:
- States name and company immediately (builds trust)
- "Helping businesses in your area" — You're local and established
- "$2,000 per year" — Specific, believable savings
- "Free quote" — No commitment required
- Ends with a yes/no question — Forces engagement
If they say yes, move to qualifying questions (Discovery tab). If they give pushback, handle the objection (Objections tab).
❌ Common Mistakes to Avoid
1. Asking "Is [Name] available?" — Sounds like a sales call. They'll say no automatically.
2. Using "just" — "I'm just calling to see if..." kills your credibility. You're not "just" doing anything.
3. Accepting "Send email" without getting their address — Get the email and confirm spelling. Otherwise you have nothing.
4. Talking too fast when nervous — Slow down. Pause after questions. Let them answer.
🎯 Key Takeaway
Cold calling is a numbers game with a proven script. Make 100-150 calls daily using the exact words provided. Book 1-2 appointments per day. That's the system. It works if you work it.
📜 Word-for-word scripts for every scenario. Use them exactly as written until they become natural.
Core Scripts Library
These scripts are tested and proven by top performers. Use them word-for-word. Don't improvise. Don't "make it your own" yet.
Learn these first. Make 500+ calls using them exactly. Then adjust based on what you're hearing.
Script 1: Gatekeeper Opener
When to use: First 10 seconds of every cold call.
Script 2: Decision Maker Opener
When to use: When you reach the decision maker (transferred or direct).
Script 3: "We're Happy" Response
When to use: They say "We're happy with our current cleaner" or "We already have someone."
Follow-up if still resistant:
Script 4: "Send Email" Response
When to use: They say "Send me an email" or "Send me some information."
Key point: Always book a follow-up call when sending information. Don't let it end with "I'll send it."
Script 5: Price Question
When to use: They ask "How much does it cost?" or "What's your pricing?"
Script 6: Booking the Appointment
When to use: After they've agreed to a quote/walkthrough.
Always give two time options. Makes it easier to say yes to one.
Script 7: Appointment Confirmation
When to use: Immediately after booking an appointment.
Important: Say "I'll see you [DAY]" not "I'll talk to you then." "See you" creates commitment. "Talk to you" leaves room for cancellation.
Script 8: "In a Contract" Response
When to use: They say "We're in a contract" or "We're locked in."
💡 Pro Tip: Practice Out Loud
Read each script out loud 10 times before your first call. Sounds weird, but it works. Your mouth needs to know the words before your brain does. Record yourself and listen back.
🎯 Key Takeaway
Scripts remove guesswork and build confidence. Use them exactly as written for your first 500 calls. After that, adjust based on what you hear. But master these first.
🔍 Ask the right questions to qualify leads and understand their needs before the walkthrough.
Discovery & Qualifying
Why Discovery Matters
Discovery is how you figure out if this lead is worth your time. Not every business is a good fit. You need to know:
- Are they the decision maker?
- Do they have budget?
- When can they start?
- What's their current situation?
Good discovery saves you from wasting time on walkthroughs that won't close.
The 5 Qualifying Questions
Ask these before booking the appointment. Every single time.
Question 1: Decision Maker Confirmation
Why: Confirms you're talking to the right person. If not, get the actual decision maker's name and contact.
Question 2: Space Size
Why: Helps you estimate the quote range before arriving. Shows you're prepared.
Question 3: Current Cost
Why: Establishes budget baseline. If they hesitate: "No worries, just helps me make sure the quote is competitive."
Question 4: Contract Status
Why: Determines timeline. Contract = longer sales cycle. Month-to-month = can switch faster.
Question 5: Start Timeline
Why: Gauges urgency. "ASAP" or "next month" = hot lead. "Maybe next year" = nurture, don't prioritize.
❌ Common Mistakes
Skipping discovery to "save time" — This costs you time. You'll do walkthroughs that never close.
Accepting vague answers — "We'll figure it out later" is not an answer. Pin them down now.
Not asking about budget — If they're paying $100/month now, your $500 quote will never close. Know this upfront.
Red Flags to Watch For
These signals mean the lead probably won't close:
- "I just want to see what's out there" — Not serious. Low priority.
- Can't answer basic questions — They're not the decision maker.
- "I need to check with [someone]" — Get that person on the phone or reschedule when they're available.
- Locked in contract for 2+ years — Long nurture. Move them to follow-up list, don't prioritize.
🎯 Key Takeaway
Discovery separates tire-kickers from real prospects. Ask all 5 qualifying questions before booking the appointment. Disqualify bad fits early so you can focus on winnable deals.
💬 Every objection you'll hear and exactly how to respond. Handle pushback with confidence.
Handling Objections
The Truth About Objections
Every objection is one of two things:
- A request for more information — They need to understand something better.
- A test of your confidence — They want to see if you believe in what you're selling.
Objections are normal. Expect them. The best closers hear "no" multiple times before getting "yes."
The 7 Most Common Objections
Objection 1: "We're happy with our current cleaner"
If still resistant:
Objection 2: "We're not interested"
Objection 3: "Send me an email"
Objection 4: "How much does it cost?"
Objection 5: "We do it in-house"
Objection 6: "We're in a contract"
Objection 7: "I'm too busy right now"
💡 Pro Tip: The Feel-Felt-Found Method
When you get an objection: "I understand how you feel. A lot of our clients felt the same way. But what they found was..." Then give them the benefit.
Example: "I understand how you feel. A lot of businesses felt they couldn't switch because of their contract. But what they found was that getting a quote early gave them options when renewal time came."
❌ Common Mistakes
Arguing with them — "Actually, your cleaner probably isn't that good." Never works.
Giving up after first "no" — Most deals require 2-3 objection handles before they agree.
Sounding defensive — Stay confident and calm. Objections are normal.
🎯 Key Takeaway
Objections are part of the process. Memorize these 7 responses. Handle pushback confidently. Most "no" responses are just requests for more information, not final rejections.
🎬 The 5-part demo structure that converts walkthroughs into signed contracts. Control the conversation and close.
Sales Presentations
The Goal of Every Presentation
A presentation (or walkthrough) has one purpose: Get them to say yes and sign the contract. Not "I'll think about it." Not "Send me a proposal." Get the signature.
Most reps think the presentation is about showing what you do. Wrong. The presentation is about understanding what they need and showing why you're the solution.
The 5-Part Structure
Every winning presentation follows this structure. Don't skip steps.
Part 1: Opening (2 minutes)
Goal: Build rapport and set the agenda.
What to say:
- "Thanks for taking the time today."
- "Here's how this will work: I'll ask a few questions about what you're looking for, we'll walk through the space together, and then I'll give you a quote on the spot. Sound good?"
- "Quick question before we start — if the quote works for you today, would you be ready to move forward, or is there someone else who needs to approve it?"
Why: Sets expectations and confirms decision-making authority upfront.
Part 2: Discovery (5-7 minutes)
Goal: Understand their pain points and priorities.
Key questions:
- "What's working well with your current cleaning? What's not working?"
- "What's most important to you — price, quality, reliability, all three?"
- "If we could solve one thing for you, what would it be?"
- "How often are you cleaning now? Is that enough, or would you like it more often?"
Why: Their answers tell you what to emphasize later. If they say "reliability is huge," you lean on that in your close.
Part 3: Walkthrough (5-8 minutes)
Goal: Show them you understand their space and have a plan.
What to do:
- Walk every room with them
- Point out what you'll clean: "This lobby gets daily attention. These bathrooms get stocked and sanitized every visit."
- Take notes or photos (shows you're thorough)
- Ask: "Anything specific you want us to focus on?"
Why: They need to see that you're detail-oriented and professional.
Part 4: Price & Value (3-5 minutes)
Goal: Present the quote and justify the price.
What to say:
- "Based on what I'm seeing, for [X square feet] with [frequency] cleaning, we're at $[AMOUNT] per month."
- "That includes [list services]: floor care, bathroom sanitization, trash removal, restocking supplies, monthly quality audits."
- "Compared to in-house cleaning, most businesses find this saves them $X per year when you factor in labor and supplies."
Why: Anchors the price to value, not just cost.
Part 5: Close (2-3 minutes)
Goal: Ask for the business.
What to say:
Then stop talking. Let them respond. Don't fill the silence.
💡 Pro Tip: Assumptive Close
After presenting the quote, say: "I can get you started Monday morning. Does that work for you?" Not "Are you interested?" Assume they're moving forward. Forces a yes or no, not "I'll think about it."
❌ Common Mistakes
Talking too much — After you ask for the business, shut up. Let them process.
Not asking for the business at all — Most reps end with "I'll send you a proposal." Wrong. Ask for the signature on the spot.
Skipping discovery — If you don't know their pain points, you can't position yourself as the solution.
🎯 Key Takeaway
Follow the 5-part structure: Opening → Discovery → Walkthrough → Price/Value → Close. Ask for the business at the end. Don't leave without a signature or a specific next step.
🎯 When to ask for the business, how to handle "I need to think about it," and the closes that actually work.
Closing Techniques
When to Close
Close early. Close often. If they're showing interest, ask for the business. Don't wait until the "perfect moment." The perfect moment is when they're engaged.
Signs they're ready to close:
- Asking specific questions about start dates
- Asking about contract terms
- Comparing your price to what they're paying now
- Saying "That sounds good" or "I like that"
The 5 Proven Closes
Close 1: Direct Ask
When to use: When they've shown clear interest. Simple and direct.
Close 2: Assumptive Close
When to use: After presenting the quote. Assumes they're moving forward and jumps to scheduling.
Close 3: Alternative Close
When to use: When they're interested but unsure about price. Gives them control.
Close 4: Urgency Close
When to use: When they're on the fence. Creates a reason to decide now. (Only use if promotion is real.)
Close 5: Trial Close (Test the Waters)
When to use: When you're not sure if they're ready. Gives you insight into objections.
Handling "I Need to Think About It"
This is the most common stall. Here's how to handle it:
Why this works: "I need to think about it" is usually code for an unspoken objection. This surfaces it so you can address it.
Handling "I Need to Talk to [Someone]"
Why: Gets everyone involved before you leave. Prevents deals from dying in limbo.
💡 Pro Tip: Silence After the Ask
After you ask for the business, stop talking. The next person who speaks loses. Let them process. Don't fill the silence with more selling. Just wait.
❌ Common Mistakes
Not asking for the business — Biggest mistake. You have to ask. Don't assume they'll volunteer.
Accepting "I'll think about it" without digging deeper — That's a fake objection. Find the real one.
Overselling after they say yes — Once they agree, stop talking. Get the contract signed and leave.
🎯 Key Takeaway
Closing isn't manipulation—it's asking for the business confidently. Use one of the 5 proven closes. Handle "I need to think about it" by surfacing the real objection. Always ask for the signature before you leave.
📋 Daily routines, follow-up systems, and tracking that keep your pipeline full and deals moving forward.
Daily Processes & Systems
Your Daily Routine
Consistency beats talent. Top performers don't wing it. They follow the same routine every single day.
Morning (8:00am - 12:00pm)
- 8:00-8:15am: Review today's appointments and callbacks. Prep lead list.
- 8:15am-12:00pm: Make 100 calls. Target: 25 per hour.
- Log every call immediately — Outcome + next action
- Goal: Book 1 appointment from morning calls
Afternoon (1:00pm - 5:00pm)
- 1:00-3:00pm: Make 50 more calls (callbacks, warm leads)
- 3:00-4:00pm: Send follow-up emails to interested leads
- 4:00-5:00pm: Update CRM, prep tomorrow's lead list, review what worked/didn't work today
Follow-Up System
Most deals don't close on first contact. Follow-up is where you win. Here's the system:
Day 1 (Immediately After Walkthrough)
Within 1 hour: Send follow-up email with:
- Quote/proposal
- Service checklist
- Sample monthly audit report (shows quality control)
- Contact info
Day 2-3 (Check-In)
Send text or email: "Hi [Name], just wanted to make sure you got the proposal. Do you have any questions?"
Day 4-5 (Close Call)
Call them: "Hi [Name], I know you wanted to review the proposal. How did that go?"
Then handle objections and close (use Closing tab techniques).
Week 2 (If No Response)
Email case study: "Thought you might find this interesting — we helped [similar business] save $X per year. Here's how..."
Week 3+ (Long Nurture)
Move to nurture list: Monthly check-ins. "Hi [Name], just touching base to see if your cleaning situation has changed."
💡 Pro Tip: Track Everything
Use a simple spreadsheet or CRM to track:
- Lead name + company
- Last contact date
- Next action + date
- Where they are in the pipeline (cold → interested → quoted → closed)
Review this daily. Deals die in the gaps between follow-ups.
Weekly Review
Every Friday, review your numbers:
- Dials made: Target 750+ per week (150/day × 5 days)
- Appointments booked: Target 5-7 per week
- Demos completed: Should match appointments (no-shows happen, rebook them)
- Deals closed: Target 2-3 per week (varies by experience)
- Close rate: Deals ÷ demos. Target 30-40%.
If numbers are off: Identify which part of the process is broken. Not enough calls? Not booking enough appointments? Not closing demos? Fix that one thing.
❌ Common Mistakes
Not logging calls immediately — You'll forget. Log it right after you hang up.
Skipping follow-up — 80% of deals close after the 5th follow-up. Most reps give up after 1-2.
No daily routine — Winging it every day kills consistency. Follow the schedule.
🎯 Key Takeaway
Processes beat talent. Follow the daily routine: 100-150 calls, log everything, follow up relentlessly. Review your numbers weekly. The system works if you work the system.