PROX · Sales Enablement · Internal — Outbound Call Script

Outreach Call — Cleaning Companies · Owner-to-Owner

Cleaning Companies / FL beachhead · v3 (residential + commercial lanes, 2026-07-22) · NEPQ (Jeremy Miner). You're not a customer ("I need a cleaning") and not a pitch ("I help companies do X") — you're a slightly-lost guy with a question. Confused-old-man disarm → route to the owner → a curious question that surfaces the gap → "would you be opposed." Phase 2 segments and Phase 3 forks: residential lane vs commercial lane — on the v8 A-list 117 of 289 run both residential and commercial work (only 29 are commercial-only), so assume a MIX until she tells you. The Airbnb is a residential-lane credibility beat only, never the pretext and never with a commercial-first owner. Goal = book the 20-minute meeting with the owner. Notes auto-save locally.

Company name

Owner / who you reach

City / area

Phone

Date / time of call

Outcome

Source of each scripted line: BOOK NEPQ Black Book VID Jeremy Miner video (verbatim) ADAPTED NEPQ stem, our wording FACT our real info, not a script

Before you dial — the frame

You're Renato's business partner. You two run PROX together; Renato also runs an Airbnb short-term rental here in Orlando and relies on cleaning teams to turn it over between guests. You handle outreach, he handles ops + meetings. This isn't a calling agency — it's a two-founder company.

The fix that makes this work — you are NOT calling as a customer. A single Airbnb at 6–8 cleans a month is a routine client — say "I'm looking for a cleaning" and you get funneled to whoever books jobs and never reach the owner (and insisting on the owner over a booking looks suspicious). So open straight as a provider with an owner-to-owner proposition. A scheduler or VA literally can't evaluate a vendor, so asking for the owner is natural, not weird. This is the opposite of the body-shop call, where the fleet was a real account that pulled the owner to you.

Why you're really calling (the lead). You and Renato help a handful of cleaning companies stop losing the jobs already coming in, book a few more, and take the schedule / proof / billing chaos off the owner's plate. You're seeing if it'd even help this company. That's an owner decision — which is why you need the owner, not the front desk.

The Airbnb = a RESIDENTIAL-lane credibility beat, nothing more. Renato runs a Lakefront STR in Orlando and pays ~$1k/mo for cleaning, so with a homes-first owner you genuinely live in her world — not some out-of-state agency. But it is not your opener and not your reason for calling, and with a commercial-first owner you leave it out entirely: to someone selling office contracts, "my partner has one Airbnb" makes you a small residential customer and shrinks you. Your opener is something specific off her own site (ads running, booking software, service cities — all in the v8 sheet). FACT · Prox Daily 2026-07-08 + v8 list 2026-07-22

This call has ONE job: book the 20-minute meeting with the OWNER. You are NOT pitching the system, and NOT booking a cleaning. You're earning a face-to-face (or a call) with the decision-maker. Frame the help as "not sure it's even a fit" — curiosity, never a claim.

Tone: low energy, calm, like you half-expect she already knows you. The word "just" makes you small — on purpose; keep it. Pause inside your own name. VID:CC/MCC/B2B · 72% of the sale is how you say it. VID:42M · Brazilian / Hispanic-owned company? Run the whole thing in PT or ES — same beats.

Opener

▿ Who picked up?

You're dialing business numbers, not owner cells — you don't yet know who you've got, or even that you dialed right. Confirm the company, then let the confused-old-man do the routing: you're not a customer and not a salesperson, just a slightly-lost guy with a quick question — which is exactly what gets whoever answers to hand you the owner.

Step 0 — first line of every call, confirm the company:

EASYHey — did I reach [Company]? (if they just say "hello": "Oh — is this the cleaning company, [Company]?")

Only once you know it's the right business do you worry about who you're talking to. "No / wrong number" → confirm the name you have, then drop it — a bad CSV row isn't worth chasing.

Then run the confused-old-man disarm — you sound a little unsure who you should even be talking to, so whoever answers instinctively helps you and routes you up.

The disarm — say it to whoever answers:

FAMILIAR + CONFUSED · shuffle papersOh, hey… it's just uh, Oscar… Oscar Hughes. I'm on your website here, looking at [her thing off the v8 row]… wonder if you could possibly help me out for a sec? VID:Cold Mastery / 2026 Cold ("confused old man") + "I'm on your website looking at blank" + double-name verbal pause

Artifact prep — pick it from her v8 row BEFORE you dial (cascade): (1) her website (booking page / commercial page / service cities) → (2) her ads (149 of 289 run them): "I'm looking at one of your ads here on Facebook…" → (3) universal fallback, every lead has it: "I'm looking at your Google listing here… the reviews…" (Jeremy's verbatim analog: "I'm looking at a copy of your online reviews"). Leads with NO website at all: park them — they get a dedicated script later. Never open with "you don't have a website" — that's the web-agency spam pattern and the guard goes straight up. ADAPTED · artifact cascade / VID:2026 Cold (plug-in menu)

Jeremy's rule: the confused tone is deliberate — "why not just say 'this is Oscar with ABC'? Because I'd sound like a salesperson trying to sell something." "It's just Oscar" + "help me out" makes you small and safe, so the guard drops. VID:Trust

IF YOU HAVE THE OWNER'S NAME (check the CSV — you usually do)…is [Owner] around? ADAPTED · first name cuts screening

Path A · You've got the owner (answered / "that's me" / handed to you)

SELL-THE-EXIT · take-awayWell… I'm not even sure it makes sense for us to talk… VID:2026 Cold (sell-the-exit)

Guard's down, owner's on. Do NOT pitch — go to the trunk (connect + a curious question). "Not even sure it makes sense" keeps the pressure off and makes her lean in.

→ go to the trunk ↓

Path B · Not the owner (VA, receptionist, scheduler, cleaner, family)

CONFUSED · "who's responsible?"Yeah — and I'm not even sure who I should be talking to. I called to see who'd be responsible for like… looking at any… possible hidden gaps in how your new-client calls get handled when the crews are already out on jobs… the kind of thing that could quietly be costing you work. Who should I talk to about that? VID:Cold Mastery / 2026 Cold (hidden-gaps frame)

Why it reaches the owner (Jeremy's word choice): "responsible" = hard for them to say "not me, that's Bill" → it forces the owner's name. "possible hidden gaps" = neutral, seeds "wait, do we have a problem?" without accusing. Not a booking (no funnel), not a pitch (no wall) — a problem only the owner owns.

Default ask — the voicemail transferAny time the owner isn't already on the line, ask for her voicemail, not for her: "Should I have you transfer me over to — I guess her voicemail — and she can just call me back if she'd like?" VID:Cold Mastery / 2026 Cold

The strongest move on the whole call. Jeremy: "leaving a voice message seems much more easier for [the gatekeeper] to do… but if she's transferring me over to Sally and Sally's there, Sally's picking up the phone." You ask for something small and harmless, so the yes is cheap — and if the owner is at her desk she simply answers. You win both ways: a live conversation, or a voicemail plus her real number.

"What's this about?" / "Who is this?"Success signal, not a block — and NOT a separate script. "What's this about?" is just her answering your "help me out" — it's your cue for the main line above (the hidden-gaps problem statement). Say it ONCE, right here. Don't add a preamble, don't treat it as an objection.

Do NOT answer this with the Airbnb. Say "we're in the Airbnb world" to whoever picks up and you get funneled straight to whoever books cleanings — you will never reach the owner. The Airbnb is credibility after the owner is on the line, never the reason you called.

Second push — "but what IS this? what company?"

SECOND PUSH · answer her for real, keep her inOh, sure — it's Oscar, Oscar Hughes. My partner and I work with cleaning companies here in Orlando… you know how when the crews are all out on jobs, the new-client calls hit voicemail and those folks just book whoever answers first? Stuff like that — that's what I'd want to run by her. And you'd know way better than me how to get something in front of her… should I just leave her a voicemail, or is there a better time to catch her? BOOK ("You know how / what we do is") + ADAPTED · Voss gatekeeper enlistment

Why this works: it answers her for real (dodging the second ask is what telemarketers do), and the "you know how…" problem is HER daily life — she's the one grabbing those calls, so she often becomes an ally on the spot ("oh yeah, that happens all the time"). "You'd know way better than me" keeps her IN the equation as the expert (Voss: the gatekeeper is the real shot-caller — treat her like the decision-maker and she sells you up the chain). The choice at the end is hers, and both options are wins: voicemail transfer or the owner's window.

They transfer you / put the owner onName the gatekeeper for instant rapport: "Hey [Owner] — it's Oscar. [Gatekeeper] up front passed me over, said you might be the one responsible for looking at the gaps in how new-client calls get handled when the team's slammed. Are you the one I should talk to about that?" VID:2026 Cold (rapport bridge)

She's screening hard ("we don't take sales calls" / "what company?" / stonewall)Don't argue, don't defend, don't explain the service. Change the goal: leave with intel, not the meeting. "Yeah, totally fair — I'm not trying to sell anything over the phone anyway, I'm not even sure it's a fit. Is she usually around early morning, or is she out on jobs by then?" ADAPTED · sell-the-exit + window A name plus a window IS a won call — the next dial opens warm with "[name] passed me over."

"Owner's out on a job / not in"Take the window and the cell: "No worries — when's she usually off the road? …and is this the best number, or does she have a cell she actually picks up?" ADAPTED Owners this size clean alongside the crew: before 8am / after 5pm there is often no gatekeeper at all.

The gatekeeper is not a wall — the confused-old-man makes them your helper. Never pitch the VA or run the situation/problem questions on them; their only job is to route you, and explaining the service just hands a "no" to someone who has no power to say yes. Grab two names (whoever answered + the owner) and the best window. Drop the owner in the Owner field up top.

There is no comeback for a hard rejection — so prevent it. Jeremy's position is explicit: a stonewall or a hangup means your opener triggered fight-or-flight, and nothing recovers it mid-call. VID:Trust / 2026 Cold The fix is entirely upstream: low energy, "it's just uh, Oscar," pause inside your own name, sound like you half-expect she already knows you. And the best anti-gatekeeper tactic for this list isn't a line at all — dial when there is no gatekeeper: before 8am or after 5pm, when the owner answers her own phone. On companies this size the number on Google is usually her cell anyway.

▼ Both paths land the same place: the owner, guard down. Now → connect + ask below.

Connect → the first question

why you called them + get them talking▾

Owner's on, guard's down. Give the real "why I called you" (something specific off her own site), get permission, then ask the question that segments her — homes, commercial, or both. Do not explain what you sell.

CASUAL · connection (one line, off HER site)So — [if she answered directly: like I said,] I'm on your site here, looking at [your booking page / your commercial page / that you cover three cities]… and I had a question I couldn't really answer from the site. VID:2026 Cold ("I'm on your website looking at blank")

This replaces the Airbnb as the opener. The v8 sheet already tells you the specific thing to name: who runs ads (149 of 289), the booking software (Jobber / BookingKoala / Launch27), who's hiring, who serves 3+ cities. Real, verifiable, about HER business — and it works whether she's homes or offices. Pull it from her row before you dial.

PERMISSION · would-you-be-opposedI was actually curious about one thing — would you be against me asking you real quick? BOOK VID:2026 Cold (negative flip menu)

SITUATION Q #1 · THE FORK — light, curiousJust so I'm not asking you something dumb — are you mostly homes, or is it a mix with offices and commercial too? ADAPTED · NEPQ situation question

SITUATION Q #2 · works either wayAnd when a new one of those comes in — say your crews are already out on jobs — what usually happens to that call? BOOK (situation question)

This is the whole difference. You didn't announce a product; you asked about their world. Curious tone, then shut up and listen — whatever she says is the raw material for the gap. VID (curious tone) Her answer to #1 picks your lane in Phase 3. Most will say "both" — then ask which one she actually wants more of, and run that lane.

Do NOT open with the Airbnb. To a company doing office contracts it reads as "a guy with one condo" and shrinks you. It survives only as a residential-lane story in Phase 3, and only if she's homes-first. If she asks "wait, do you need a cleaning?" — "Ha — maybe down the road, but I actually called about your business, not mine. Mind if I ask you something?" Steer back, or you're a customer again.

Build the gap → the ask

problem-awareness, then "would you be opposed"▾

Follow her answer with problem-awareness + consequence questions. Let HER say it costs her. Only then, the soft ask. Still no pitch. Pick your lane from her answer to Situation Q #1.

Lane R · Residential (homes, recurring maid work, STR turnovers)

MIRROR + PROBLEM-AWARENESS[reflect her own words back] … so when it goes to voicemail — those folks usually call back, or is it kind of gone? BOOK (problem-awareness / gap)

THE TRUE STORY · residential onlyYeah — I see it from the host side all the time: guy needs a turnover, texts three cleaners, first one to answer gets it, the other two just lost that job and never knew. FACT · Renato's Airbnb

CONSEQUENCE · let it growHow often you figure that's happening in a busy week? … and what's it worth to you when one of those walks? BOOK (consequence questions)

Count in JOBS, not dollars — let her do the math out loud. The residential pain is speed: the job goes to whoever answers first.

Lane C · Commercial (offices, medical, retail, property managers)

MIRROR + PROBLEM-AWARENESSGot it … so where do the commercial ones actually come from today — referrals, somebody you already know, or are people finding you on their own? ADAPTED · NEPQ problem-awareness

PROBLEM-AWARENESS · the cycleAnd when one does come in — how long's it usually take from that first call to actually signing? Couple weeks, or more like a month or two? ADAPTED

CONSEQUENCE · concerned, slowSo if the referrals go quiet for a stretch … what happens? … How many new accounts would you want to be adding a quarter, if it were up to you? BOOK (consequence questions)

PROBLEM-AWARENESS · his workhorse stemAnd what's caused you to feel like… the referrals alone might not get you there? VID:Triggers ("what's caused you to feel like" stem)

Count in ACCOUNTS, not dollars. The commercial pain is not speed-to-lead — it's that there is no system creating new commercial demand: it's all referral and word of mouth, so the pipeline is lumpy and outside her control. And each account is recurring, so one she never got is a hole that lasts all year.

Never quote our commercial benchmarks at her. The $2,000/mo blended contract value, 45-day cycle and 15% close in `_research/PROX-Commercial-Cleaning-Benchmarks-RESULTS.md` are OUR planning ESTIMATES for underwriting — not her numbers. On the phone you ask; discovery is the only truth. Guardrail · 2026-07-20/21

IF SHE SAYS IT'S ALL FINE · playful, pause around "100%"Sounds like things are running… 100%… perfect over there. …What would you change about how the new-client side runs, if you could? VID:76 Min ("100% perfect" frame) BOOK (Two Truths)

Humans don't like 100% of anything they have — she'll correct you. Whatever she names IS the gap; mirror it and go to the ask.

▼ Both lanes land the same place: she named a gap and what it costs her. Now the shared take-away + ask.

DISARM · take-awayLook — maybe it's all running tight and you don't need a thing from us, that's totally fine. ADAPTED · NEPQ neutral

THE ASK · would-you-be-opposedBut that gap — plus getting the schedule, the proof, the billing off your plate — is exactly what my partner Renato and I help cleaning companies tighten up. Would you be opposed to 20 minutes with him just to see if it's even a fit? BOOK ("would you be opposed")

Why it works: SHE named the problem and its cost, not you. By the time you say what you do, she's already curious — you're answering a problem she just admitted, not pitching cold. The take-away ("maybe you don't need us") keeps you the calm one.

Do NOT lead with "you need marketing / ads." Most win on word of mouth; "you need marketing" trips the scam alarm. The wedge is not losing the jobs already coming in + getting the operation off her back — retention/organization first, growth second. FACT · Mason 1-1, 2026-07-07

Still no pitching. No features, no numbers, no revenue promises. The whole goal is the 20 minutes — the second it becomes a claim, the wall goes up. Guardrail

Book the meeting

the only goal▾

Two options, never one. You're earning 20 minutes, not closing anything.

Easiest thing — Renato's around most of next week. Really the next step's just 20 minutes with him — he shows you exactly what we'd do, you tell him where it'd actually help (or wouldn't), and you both figure out if it's even worth going further. BOOK (next-step framing) (in person if she's local and open — Mason's Houston client closed ~70% doing exactly this — otherwise a 20-min video call.)

COMMITTING Q · verbatimWould that be appropriate, or how would you like to proceed from here? BOOK (verbatim close)

CALM · once she's inMornings or afternoons usually better for you — like a Tuesday morning, or more a Thursday afternoon? ADAPTED · double-bind scheduling (not Jeremy verbatim)

Lock it clean: always 2 time options (never "when's good?"). Confirm: her direct cell · the name she goes by · in-person address or the video-call link. End with: "Anything Renato should know before you two talk?" — opens her up one more notch.
Scheduling reality: Renato can meet in person around his own turnovers (check-outs run 10am–4pm) and is traveling ~July 23–30 — aim before the 23rd or after the 30th. FACT · Prox Daily 2026-07-08

Objections

every reply sourced▾

After your first ~10 live calls, replace these with what cleaning owners actually say — log each one in the Sales Playbook objection bank.

"We're busy enough / booked out already."

CURIOUS · clarify firstOh — booked out how far, like a couple weeks? …and when you're that full, are you turning work away, or squeezing it in? BOOK (clarify, never counter)

CALM · take her sideYeah — that's a good place to be in. ADAPTED · NEPQ discuss

DIFFUSE · let her concludeSo the jobs you're running right now — are those the ones you'd have picked? …or just whoever got to you first? … What would you change about that mix if you could, though? VID:Triggers ("what would you change if you could though")

Never argue "busy is the best time to build." The second it's your argument, the wall goes back up. Clarify → take her side → ask the question that lets her say full isn't the same as chosen. Only then the ask: "Would you be completely closed off to 20 minutes with Renato, just to see if it's even a fit?"

"I get all my clients by referral — I don't need marketing."

CURIOUS · clarify firstOh — all referral? …How long's that been carrying the whole thing? ADAPTED · NEPQ clarify-discuss-diffuse

CALM · take her sideYeah — that's the best kind of client, they show up half-sold. ADAPTED · NEPQ clarify-discuss-diffuse

DIFFUSE · let her concludeJust curious — when the referrals go quiet for a stretch… what usually happens? …And the ones coming in — are those the accounts you'd have picked, or just whoever showed up? ADAPTED · NEPQ clarify-discuss-diffuse

THE WEDGE · only after she answersEither way — this isn't really about ads. It's more about not losing the calls already coming in and getting the day-to-day off your back. That's what the 20 minutes is for. ADAPTED · Jamile corpus / retention-first

"Just send me an email / some info."

Yeah, that's not a problem. What were you hoping to see in it? Might make sense, before I send anything, if I understood a little more about how your operation runs — just to see if I could even help you in the first place. BOOK (verbatim stem)

"Is this a sales call?"

Yeah — I mean, I'm not selling anything on this call. My partner and I help cleaning companies with exactly this kind of gap, and the owner's the only one who can judge if it's even a fit — that's why I asked for you. The whole ask is 20 minutes. ADAPTED · honest, owner-first

Residential-first owner only, you may add: "and my partner really does run an Airbnb here, so there might be work in it for you too." Never add this to a commercial-first owner — it shrinks you to a one-condo customer.

"How much is it?"

I mean — it just depends. You must have asked that for a reason though… Depends on what you'd need installed — that's what the 20 minutes is for. If the math doesn't pay for itself, I'll tell you that first. ADAPTED · FL outreach VID:Price1/Price2 ("it just depends / you must have asked for a reason") (price is a meeting conversation, never a phone number.)

"My cleaners won't use an app."

Totally fair — and that's exactly how a lot of owners feel at first. The proof piece is actually their protection — when a client complains, it's what backs your team up instead of it being their word against the client's. You'd use it first; they see it protect them. ADAPTED · Sales Playbook (Jamile 6/21)

"Call me back, I'm on a job right now."

That's no problem. I can give you my number and you call me back if you'd like — it's [###]. What's your timeframe on getting back to me, just so I know I'd be around for you? BOOK

"We only do commercial / janitorial" is NO LONGER a disqualifier. FACT · owner product decision 2026-07-20, underwritten 2026-07-21 CleanOps runs a commercial mode on the same fees and the same 90-day computed-ARR guarantee shape as residential. "We're mostly offices" = Lane C, not a hangup. (The old rule was written for the STR-only list and would have dropped a meaningful chunk of the v8 A-list: 117 of 289 do both residential and commercial, plus 29 that are commercial-primary.)

Still disqualify: "solo, just me" — no crew, no operation to scale; ICP is 2–15 cleaners. Franchise units (JanPro-style) are SITUATIONAL, not core ICP — owner steer: don't make franchises a pattern; royalty, territory and marketing-rights limits have to be checked before anything is promised. True no-fit: "Got it — appreciate you being straight, doesn't sound like a fit on our end. Have a good one." Move on fast.

After the call

lock it in▾

Text within 5 minutes of booking: day + time, Renato's name, "looking forward to it — any heads-up on how you run things appreciated." (single personal B2B text — never bulk.)
Log it in PIPELINE.md — one line: company, date, channel, outcome. Move the deal Lead → Conversation (or Discovery if the meeting's booked). Unrecorded activity counts as not done on Friday's scoreboard.
No answer? Voicemail under 20 sec, drop the system entirely — pick the version that matches her row in the sheet. Residential-first: "Hi [Owner], it's Oscar Hughes — my partner runs an Airbnb here in Orlando, so we live in the cleaning world every week — but I'm calling about your business, not ours. Quick question for the owner about how new-client calls get handled when the crew's out. Worth 20 minutes either way — [###]." Commercial-first or mixed (the default — 152 of 289: 117 both + 29 commercial-primary + 6 unclassified; only 137 are residential-first): "Hi [Owner], it's Oscar Hughes — I was on your site, had a quick question for the owner about how new-client calls get handled when your crews are out. Worth 20 minutes either way. [###]." Then one personal text (Template C). Max 3 touches, then park for the stall-chaser.

Non-negotiable guardrails (from the Cleaning Sales Playbook + D-020):

Any guarantee is in jobs / clients booked, never dollars; any math is gross margin, never net. No revenue guarantees without evidence.
Jamile = "our first founding partner" — a verbal yes is not a signed case study; don't overclaim her.
Never mention anything from the lead research (dissolved registration, Sunbiz, who owns what) on a call — it reads as surveillance.
Phone / WhatsApp first, warm tone. No cold email, no bulk texting. This script is a draft — nothing auto-sent; owner approves wording first.
Never say "honestly" / "to be honest." Allowed claims: schedule control, professional proof after every job, PT office / ES team / EN clients, less WhatsApp chaos.