17:11Adam Erhart · Tutorial
The Psychology Sequence That Makes Clients Close Themselves
A five-trigger messaging framework that makes inbound prospects pre-qualify themselves and book discovery calls without any pitching.
January 21stThe argument in one line.
A fabricated referral name and a pre-built template website convert cold calls into Zoom bookings by exploiting the two things every business owner responds to: flattery and curiosity.
Read if. Skip if.
READ IF YOU ARE…
- You run or want to start a web design or digital marketing agency selling to local service businesses.
- You are actively cold calling and hitting objections like 'we already have a website' or 'can you just send it to me?'
- You want to study real, unedited call recordings with timestamped commentary rather than theoretical scripts.
- You use HighLevel or GoHighLevel and want pipeline-ready SMS and calling sequences.
SKIP IF…
- You sell B2B SaaS, enterprise software, or anything requiring multi-stakeholder sign-off — this script is built for owner-operated local businesses.
- You are uncomfortable with fabricated social proof as an opener.
- You are looking for inbound or content-led lead generation strategies.
The full version, fast.
The script opens with a fake referral name to trigger social proof and get a yes before the pitch. The caller then reveals they pre-built a website for the business using a generic AI-generated niche template, creating perceived upfront value. When asked to send a link, the answer is always no: it is not online, that costs money. The only path forward is a 10-15 minute Zoom. To increase show rates, the caller frames the meeting as a competitor analysis session, promising to pull live competitor data on the call.
Free for members
Chat with this breakdown — free.
Sign in and you get 23 free chat messages on us — ask for the hook, quote a framework, find the exact transcript moment, generate a markdown action plan. Bring your own key when you want unlimited.
Create a free account →Where the time goes.
00:00 – 00:31
01 · Hook + promise
Teaser of Mike's $500k/mo breakdown; promise to reveal the exact script and explain why it works.
00:31 – 01:44
02 · Call #1 — Julie Becker opener
Live call with Burns Electric. Confirms business name, drops the fake referral, dives into the no-website hook.
01:44 – 02:49
03 · Why the fake referral works
Psychology: referrals are the highest quality lead, the flattery effect, and how to use real Google review names at scale.
02:49 – 04:19
04 · Objection — they have a website
The prospect has a website; Mike smiles through it and pivots to 'I built you one anyway, want to see it?' Pavlo breaks down the humor-beats-freeze technique.
04:19 – 05:55
05 · Never send a link — force the Zoom
Core rule: the only sendable item is a calendar link. Every ask to see it first routes to a Zoom screen share. Call #1 closes with a booking.
05:55 – 07:49
06 · Cold SMS + community pitch
Pavlo pivots to cold SMS as a second-angle strategy on the same lead list. Screen share of SWS community classroom and HighLevel CTA.
07:49 – 09:15
07 · Call #2 — Atlantic Heating and Cooling
Second live call. Same script, cleaner objection path — prospect has no website. Tonality lesson on niche-matching language.
09:15 – 10:35
08 · Tonality — speak their language
Contractors swear; lawyers do not. Match the register of the niche. The goal is to sound like a random person calling, not a salesperson.
10:35 – 12:11
09 · Show-up rate fix — competitor analysis frame
After booking, pitch the call as a live competitor analysis session. Pulls Google data live on Zoom — 2 minutes of effort, major increase in show rates.
Lines worth screenshotting.
- A fake referral name works because the prospect has no way to verify it — and if they push, you say it is a friend of your mom's.
- Real Google review names are a scalable alternative to made-up names and carry the same social proof weight.
- Never build a custom website for every prospect — a generic AI-generated niche template is indistinguishable at the 'want to see it?' stage.
- Refusing to send a link is not evasion — it is a deliberate funnel gate that eliminates every path except booking a Zoom.
- Swearing on contractor calls is not unprofessional — it signals you speak their language, which builds more trust than polish.
- Smiling through objections like 'we already have a website' removes the freeze response; humor beats scripted pivots.
- Framing the sales call as a competitor analysis session increases show rates because it sounds like consulting, not closing.
- The only thing you ever send a prospect before the Zoom is a calendar link — nothing else.
- Getting the prospect to agree with the first thing you say primes them to say yes to the meeting ask.
- Cold SMS and cold calling the same lead list simultaneously maximizes meeting bookings from the same contact pool.
Three rules that control every cold call outcome.
WHAT TO LEARN
Before you open your mouth with a pitch, the prospect has already decided whether you sound like a salesperson — and the opener, the offer framing, and a single policy about links determine which side of that line you land on.
- Opening with a referral name — real or invented — bypasses the automatic salesperson filter because referrals are how real business happens; the prospect's guard drops before you've said anything about what you're selling.
- Using a reviewer's name pulled from the business's Google profile gives you a scalable, plausible referral without any research overhead — the act of acknowledging a customer by name doubles as a compliment.
- Perceived value upfront ('I already built it for you') shifts the conversation from pitch to reveal; the prospect is now curious about something they already own rather than being sold something they haven't decided they want.
- Refusing to send a link is not a gap in the pitch — it is the conversion mechanism; the Zoom screen share is where objections are handled live and the close happens.
- Matching the register of the niche (casual with contractors, formal with lawyers) signals domain fluency faster than any credential claim, and fluency is what builds the micro-trust that gets a meeting booked.
- Framing the booked call as a competitor analysis session rather than a sales demo reframes the prospect's mental model from 'I'm being sold to' to 'I'm getting free consulting' — which is the real reason show rates rise.
- Smiling through an objection ('You have a website? That's kinda awkward because I already built you one') removes the stall that kills most calls; humor signals confidence, and confidence is contagious.
- Getting the prospect to agree with a trivial first statement (confirming their business name) primes them psychologically to say yes to the meeting ask — small agreements compound.
Terms worth knowing.
- Julie Becker Strategy
- A cold call opener where the caller claims a fictional past customer referred them, creating an implied referral without any real relationship. The name can be replaced with a real Google reviewer for added plausibility.
- Pattern interrupt
- An unexpected opening statement that breaks the prospect's automatic salesperson mental filter. In this context, the referral claim rather than a direct pitch.
- Perceived value upfront
- Offering something — a pre-built website template — before making any ask, creating a sense of reciprocity and lowering sales resistance.
- GoHighLevel / HighLevel
- A white-label CRM and marketing automation platform popular with agency owners. The video's community and SMS pipeline tools run on HighLevel.
- Consulting call frame
- Repositioning a sales Zoom as a competitive analysis session — promising to pull up competitor websites live — to increase prospect show rates.
Things they pointed at.
06:43productSWS Community (Cold SMS module)
03:59toolAI Studio (generic reference)
Lines you could clip.
04:28
“Never ever ever send anyone any links to any freaking websites. The only thing you can send them is a calendar link.”
02:47
“Every person loves hearing how great they are. So instead of pitching right out of the gate, you've got them to say yes, and now you've complimented them.”
08:29
“You have to know your industry and know your niche. If you're calling contractors, that is how these guys communicate.”
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
metaphoranalogy
00:00In my last video, Mike broke down his entire 500 k per month agency, and you asked me how does he do it.
00:08I'll show you exactly which one of my cold calling scripts he was using to hit 10 k a month, and then I'll even explain why it works so well and some of the small tweaks that he made. Alright. Let's dive into the video.
00:18Hello? Hello. Hey.
00:19Is is this Burns Electric? Yeah. Can you hear me?
00:21Yeah. Yeah. I can hear you.
00:22Can you hear me?
00:24Yeah. Is is this Burns Electric? Yeah.
00:29Okay. Always good. He knows the business name, and even if you call someone and they say the business name, you still want to repeat it back to them because you want them to agree with the first thing that you say.
00:41This now subconsciously gets them to say yes to your first request, and so later on when you're asking for the meeting, they are more likely to say yes. Hey, man. Yeah.
00:50This is Michael.
00:51You guys did a job for Julie Becker a while back. She's like a friend of my mom's and said you guys do some really high quality work, but you guys don't have like a website or anything like that? Is that right?
01:01Alright. So huge disclaimer,
01:04there is no Julie Becker. He completely made up that name and he's saying that it's a friend of his mom's.
01:09So now, if the business owner asks, well, who's this Julie Becker? He can say, oh, I don't know. It's a friend of my mom's.
01:15And then he dives into the, hey, you guys don't have a website. Right? So this is a pattern interrupt.
01:20This is really the same script that I use except he changed that hook. He changed the beginning part of it. I'll link up my video here because the rest of this call follows my exact script.
01:30Now, got this Julie Becker strategy from Kai who's also in my community and who's also his business partner. And I think it's a genius play because now they feel like this is a referral, which is a lot of businesses highest quality lead.
01:45And look, I'll be honest, even if you don't want to use Julie Becker, I mean, really you can use whatever name you want. But if you wanna do this so it's real, what you can do is go to that businesses Google profile. Just look at the reviews and find any name on there and say, hey, I saw you built a new roof or you did some plumbing services for Steve.
02:05And again, Steve is just someone that left a review, and a lot of times they'll say exactly what that client did for them. So you can say, yeah, you did a great job for Steve. That's awesome.
02:13I tried to look at your website, but for some reason it wasn't showing up. And this can also work super well. Now, if you're using a more random name, it's a bit more scalable since you don't really have to do any sort of due diligence.
02:24But the reason this works so well is because it also flatters them. Hey, you guys did a great job for x person, and every person loves hearing how great they are. So instead of you pitching right out of the gate, you've got them to say yes, and now you've complimented them.
02:38And also notice how he doesn't sound like a freaking salesperson. He's just sounds like somebody that's just randomly calling. And that is exactly what I teach and what I recommend that you do.
02:47Okay. I'll take it, man. He's got a website?
02:50Yeah. Yeah. You you guys don't have a website or anything like that?
02:52Yeah. I got a website, Burton's and Metro. Oh my god.
02:56Is Dark talking. This is gonna be awkward, man. Because, you know, my the the guy who did a job for you, she said you didn't.
03:01So I
03:03well, I actually went ahead and built together a beautiful website. So you notice how he's smiling and he's kinda like having fun with this call. So many people get so bogged up.
03:11Oh, well, we already have a website. And then people freeze like, oh, oh, uh, oh, okay. And then they just don't know what to say.
03:18But he just makes it funny. He's like, oh, that's kinda awkward because I actually built you a beautiful website, if I say so myself. If I do say so myself?
03:26And I was honestly just wondering. I mean, I know you already have one, but is that something you even wanna take a look? And if you like, you can keep it.
03:33It's already built. So Boom. If you like it, you can keep it.
03:36This goes off my exact script.
03:39So this works so well because you are giving perceived value upfront. Now look, do we build websites for every single person that we call? No.
03:46Of course not. But now with AI studio or different AI features, you can whip up a website in less than freaking ten minutes. So a lot of times before the call, we'll go into that call and we'll just have like a kind of a generic even template for that niche.
04:01So if he's only calling landscapers, you can just have like a generic landscaping site. And that's gonna work super well and it's gonna work way better than all the other people that are calling and saying, hey, I noticed your Google listing didn't have your Web linked and blah blah blah, and you could be seen higher.
04:16Like, they don't care about any of that. And and you can send it to me?
04:20Yeah. That that's kinda Is it already built? Yeah.
04:22It's already built. The only thing I can't send you a link because like I don't have it online because that costs money obviously.
04:28Never ever ever send anyone any links to any freaking websites. . Great, John.
04:36Can't send you a link. Let's book in a freaking call.
04:39But if you're cool with it, I can maybe have like, a Zoom call ten, fifteen minutes later today or tomorrow. I'll literally just go ahead and share my screen, show it to you, and then we can kinda think that's fair enough. Yeah.
04:50Okay. We can do that. Perfect.
04:51What's your name again? Michael, man. Michael.
04:53You you have time today, is tomorrow that I've done? And you can talk in 2AM or do you have tomorrow morning?
05:03Yeah. Sure, man. How about tomorrow, like like, 9AM?
05:06Does that work for you?
05:07He's having some issues with his audio. I think he's recording this with his AirPods.
05:11But always take the call and route it back to the fact that you need to do this on a meeting. Okay.
05:17Can you send it to me? Can you show it to me? Can I've even had people say, hey, can you send me a screenshot?
05:22And the answer is no. Hey, I can't because it's on my computer. I can't share this with you.
05:27Let's jump on Zoom. I'll just share my screen and show it to you. That's fine.
05:31Perfect. You have a good email just so I can send you, like, the Zoom link over there?
05:35Yeah. Burgerselectric@yahoo.com. Alright.
05:39Solid, man. Perfect. And what was your name again, by way?
05:41I'm I'm so sorry. Literally forgot to ask you. My name is my name is Tory.
05:46Tory. Alright. Awesome, man.
05:48Appreciate the call, Tory. I I'm happy you wanna check out my website. We'll go ahead and talk tomorrow.
05:53Alright.
05:55Take care, brother. Thanks so much. Bye.
05:57You too. Bye bye. Alright.
05:59Boom. And now the call was booked. Now look, the other thing Mike was doing that he mentioned in the podcast was cold SMS.
06:06So he was texting people. He would get the lead list that he's calling and he would also text them. And with that strategy, you can hit these people from both angles and maximize the amount of meetings that you're booking from your list.
06:18This is how you can find that. So if you go inside our community, by the way, this is the, uh, the wins chat here. As you can see, people are getting clients.
06:24So it's not just Mike that's crushing it. This guy's cold calling. This guy's saying cold SMS works.
06:29There's people in here every single day that are booking meetings as well as getting freaking clients. Like this guy who closed three deals in one day. But if you head over to where it says classroom, you go to the core program and then you scroll down to where it says module six prospecting.
06:43You can check out cold SMS. This is a live training with Mike where he actually shares his screen and he shows you exactly how he gets the leads, how he reaches out to them, how he text them, his whole pipelines, everything. And you can just import it into your account right here.
06:57And this is how it looks. Like this whole thing is already pre built. You just install it into your account.
07:02You just upload the leads and then you just hit start and then it starts to text them. If you want access to that, you can get all this stuff for free. Just check the description as well as if you want live Zoom calls with me and other coaches.
07:12As you can see, we do them almost every single day. No one is giving as many bonuses as I am just for signing up to HighLevel. And even if you already have an account, there's still ways to join.
07:20Now let's watch the next call. Hello? Hey.
07:22Is this Atlantic Heating and Cooling? Yes. It is.
07:25Hey, man. Yeah. This is Michael.
07:27You guys did a job for Julie Becker a while back. Like a friend of my mom's, said you guys do some really high quality work, but you you don't have, a website or anything like that. Is that right?
07:38Do I have what? You you guys don't have a website or anything like that? Is that right?
07:42No. We don't. Oh, yeah.
07:43Okay. But, yeah, well, this is gonna be kinda funny. I actually went ahead and built you guys a beautiful website
07:49even if I didn't say so myself, and I was honestly just wondering, man, like, that something you'd even wanna take a look at? And if you like it, you can keep it.
07:58Okay.
07:59So would you like to take a look at it? Now look, if you wanna swap Julie Becker with Thomas Smith, you can also do that.
08:06But notice his tonality. Notice how he is sounding on these calls. Does he sound like every other salesperson?
08:12No. Because he's saying, hey, man. Hey, like, what's going on?
08:15Is that something you even want to see? This is the exact style that I like. This is a style that I have found that works the best.
08:22After this video, you can check out my original video that inspired him to do all these calls. Yeah. Okay.
08:27Cool. I I can't send you a link sadly. That's the the only the only city part because it's not online because you know that that does cost me money.
08:35But if you have time, dude. So he's saying, look, I can't send you a link. That's the shitty part.
08:40Now, it really depends on what niche you are working with because, for example, if you're gonna cold call lawyers or doctors, you can't really swear on the calls because it just sounds unprofessional. You have to know your industry and know your niche. But if you're calling contractors, that is how these guys communicate.
08:53That is how they talk. So you wanna meet them and speak the language that they speak. And a lot of times, Mike or Kai will even swear on their calls because that's the language that these guys freaking understand.
09:06And that's also how I talk on my cold calls that you've probably seen in my YouTube. Like later today or tomorrow, what we can do is hop on a quick Zoom call, let's say like ten, fifteen minutes. I'm not gonna take much of your time.
09:16I can literally share my screen, show it to you, and then we can kinda take it from there. Is that fair enough? Yeah.
09:22Okay. What what what would be a good time for you? Do you have time later today or for tomorrow?
09:28I'm at travel. So do do you have time so you worked for someone called Julie Becker. She's a friend of my mom's.
09:34Julie is there. Yeah. Oh, get on.
09:41So
09:42do you have do you have time? What's kind of funny is sometimes these people will ask, oh, Julia Becker. Yeah.
09:46I know her. And obviously, it's a made up person. But they still if you're complimenting them, they'll be like, oh, yeah.
09:52Yeah. Of course. I remember her blah blah blah.
09:54Whatever. But that just shows you you can really use any name you want. Later today or would you prefer tomorrow
10:12Okay. Perfect, man. Alright.
10:14Awesome. We will talk tomorrow then at 2PM. I'll make sure have the website so you can see the the beautiful thing I built for you, and I'll take it from there.
10:21Okay? Is that cool? Yeah.
10:23Oh, what was your name again, by the way? I'm so sorry. I literally forgot to ask.
10:27Ken. Ken. Okay.
10:29Awesome, man. Thank you so much, Ken. We'll go ahead and talk tomorrow then.
10:31Is that cool?
10:33Good. Alright. Thanks, brother.
10:35Take care. Now the only thing that I would change, and this kinda depends on your show up rates, is if people aren't showing up to your sales calls, what you can do is also position it as a consulting call. So instead of just saying, hey, okay, cool.
10:47Let's book at 3PM tomorrow. Okay. Awesome.
10:49See you there. Say something like this. Tell them, hey, awesome, John.
10:52Super excited to see you tomorrow, but here's what I'm also gonna do for you, man. I'm gonna take a look at all your competitors' websites. I'm gonna look at all their Google reviews, and I'm just gonna show that to you as well so that way you can see how your website stands against your competitors.
11:06And then you can, you know, see if this is something that's better than them, worse than them, and then you can just make a good decision. And either way, man, like, my goal here is to make sure you get so much value at the end of this call that you'll walk away learning something new, and you can see exactly what it is that your competitors are doing.
11:23Does that sound fair enough? And now when you ask that question and when you make it sound like it's gonna be extremely freaking valuable, they are way more likely to show up.
11:33Now, this doesn't mean you have to do an in-depth analysis on every single person before the call. I do this live on Zoom, and where I will just Google their business, and I will Google their niche and their location. If they're a landscaper in Las Vegas, I would just go to Las Vegas, I'll type in landscapers, I'll just start clicking on websites, and I'll say, yeah.
11:49These are your competitors' websites. So it's really just as easy as that, but it increases show up rates by law. So if you want access to the same resources that Mike had when he was just starting and as he was growing his business, You can check the description.
12:02You can join the community. You can meet like minded people. Maybe you'll even find a business partner like Mike.
12:07You get all the snapshots, all the workflows, Zoom, everything. I'll see you
The Hook
The bait, then the rug-pull.
Mike hit $500k a month with a script that opens with a name that does not exist. Pavlo plays the actual recordings — two complete calls, both booked — then freezes the tape after every move to explain why it works and where most callers freeze up instead.
Named ideas worth stealing.
00:31model
The Three-Gate Script
- Fake referral opener (social proof gate)
- Pre-built website hook (value gate)
- No-link rule (funnel gate — Zoom only)
A cold call structure where each element gates the prospect toward one outcome: a Zoom booking. Remove any gate and the call leaks.
Steal forAny agency selling a visual or digital deliverable to local business owners.
01:44concept
Google Review Name Swap
Pull a real reviewer from the prospect's Google Business profile. Same social proof effect as a made-up name, more plausible when pressed.
Steal forScalable cold calling without per-lead research overhead.
10:35concept
Competitor Analysis Consulting Frame
Before hanging up, promise to pull all competitor websites and Google reviews live on the Zoom. Done in real time with a basic Google search — increases show rates by reframing the meeting as advice, not a sales call.
Steal forAny agency offering local SEO, web design, ads, or reputation management.
How they asked for the click.
VERBAL ASK
06:15product
“If you want access to that, you can get all this stuff for free. Just check the description as well as if you want live Zoom calls with me and other coaches.”
Mid-video community pitch embedded inside the cold SMS segment — framed as a bonus for signing up to HighLevel via affiliate link. Repeated again at outro. Well-integrated but clearly monetized.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
