Module 3 · The core
The 8-Step Roadmap
This is the No Excuses cheat sheet, broken into steps you can tap. Learn it in order until you can run it without thinking.
1 Get Inside
- Name — yours and theirs. Use theirs from here on.
- Establish the problem — their bill keeps climbing.
- Provide the solution — one sentence, not the whole pitch.
- Pull back — don't push. Let them lean in.
- Transition inside — you need to see the equipment and the bill.
"I just need to take a quick look at your box and your bill so I'm not guessing at your numbers — mind if I step in?"
2 Equipment
- Check the equipment — what receiver are they on?
- Run the signal test — Menu → Settings → Satellite & TV →
Signal Strength → press
–. Show them the reliability difference. - How many TVs? — this drives everything downstream.
3 Bill
- Find out pricing — actual monthly, not what they think it is.
- Explain the backwards TV industry — new customers get treated like royalty, loyal customers get hosed.
"You've been with them how long? And that's exactly why your bill is higher than the guy who signed up last week."
4 Two Options
Lay out exactly two paths. Never more.
Option A — Upgrade as a current customer
Costs money up front and keeps the high bill.
Option B — Run as a new customer
New equipment for free and a lower bill.
5 Equipment — features & benefits
- DVR? New receiver skips commercials automatically.
- Streaming apps? New box has them built in — so it's one remote, not four.
- Voice remote.
- New satellite dish — the most important one. Better weather reliability.
Don't rush this step
The original note calls features & benefits HUGE. There's a full
recording of it — go listen →
6 Price
- New price will be X — say the number plainly.
- Guaranteed for 2 years.
- Includes all taxes and fees.
7 Transition
- "I work for Caliber" — a satellite retailer.
- No discounts are available through DIRECTV — that door is closed.
- Become a new customer on DISH.
- Explain how AT&T sold DIRECTV — that's why service went sideways.
8 Close
- Handle the hassle — this is the HOW. Why it matters →
- "Tech will be in the neighborhood tomorrow."
- "Are you morning or afternoon type of folks?"
- Fill out the paperwork.
The close, precisely
Don't ask
"Do you want it?"
Assume
"Morning or afternoon work better for you?"
WHAT › WHY › HOW
Explain the HOW. Customers buy NOW.
The original cheat sheet
