# Kristi Nelson Call Prep **Call:** Monday March 30, 2:00-2:45 PM ET **Context:** Cleaning company owner, independent contractor model, uses ZenMaid + Square + QuickBooks + Zapier. Pain point: no per-cleaner per-client flat fee in ZenMaid, doing manual payroll from a Word doc. Also: Square tips dropping when syncing to QuickBooks. --- ## Call Structure ### 1. Credibility opener (2 min) > "Before we dive in - contractor model, 10 years, never hired an employee. I know you've had coaches push you to switch. That's not what I do." Hard stop. Let her respond. This unlocks the call - she's been burned before and this is her filter. --- ### 2. Let her talk (10-15 min) Ask one open question and listen: > "So tell me what's been going on. What are the things that are eating up your time or driving you crazy right now?" She'll likely surface: the payroll Word doc, the Square/QB tips issue, maybe other things you don't know about yet. **Don't steer - just listen and take mental notes.** Discovery questions to weave in naturally: - What does revenue look like right now - growing, flat, shrinking? - How many cleaners are you running? - Have you worked with a coach or consultant before? - What made you decide now was the time? --- ### 3. Reflect it back + demo (5-10 min) Summarize what you heard, then expand it: > "So you've got the payroll thing - every cleaner has a different rate per house and ZenMaid can't handle it. You're also losing tips somewhere between Square and QuickBooks. And [whatever else she mentioned]." Then pull up the Google Sheet: > "I already started on the payroll piece. Here's what I built - Pay Rates tab stores each cleaner/client combo and their rate. Zapier fires when a job completes in ZenMaid, looks up the rate, logs it automatically. No more Word doc. I can have this fully set up for you after our first working session." Move on. Don't over-explain. The confidence of "already handled" is the message. **Google Sheet (ready to screen share):** https://docs.google.com/spreadsheets/d/1UpEyOD7-EL6DTLTO7RUdbJWfT_afHbJaQz9vDa1iN74/edit --- ### 4. Natural transition to coaching (5 min) Let it come out of the conversation: > "This is the kind of stuff I do with clients - working through the systems and processes that are eating your time, fixing them one by one. The payroll thing, the QuickBooks sync, whatever else is broken." She'll either ask "what does that look like?" or the conversation will naturally get there. --- ### 5. Budget question (2 min) Only after she understands what she'd be getting: > "Before I put anything specific together - what's realistic for you investment-wise? I want to make sure whatever I propose actually makes sense for your situation." Let her answer. Don't fill the silence. Whatever she says tells you where she is. If she says "I have no idea": > "That's totally fine. I'll put something together based on what we talked about and send it over. You can tell me if it makes sense." --- ### 6. Close (2 min) Don't pitch a package on the call. End with: > "This has been really helpful. I'm going to put together a specific plan based on what you told me and send it over tomorrow. If it makes sense, we go from there." --- ## After the Call Debrief with Harvey immediately. Based on what she said about revenue, pain level, coachability, and budget signals - Harvey will help you build the right offer and pricing. --- ## Known Pain Points to Address - **Payroll:** Per-cleaner per-client flat rates not supported by ZenMaid. Manual Word doc lookup every 2 weeks. **Solution built: Google Sheet + Zapier lookup (sheet ID above).** - **Square > QuickBooks tips:** Tips drop in sync. **Solution: Zapier mapping Square `tip_money` field to QuickBooks line item.** (Phase 2 - mention but don't build on this call) --- ## What You Don't Know Yet (find out on the call) - Revenue size (determines what she can pay) - Number of cleaners and clients - Whether she's been coached before and what she paid - How coachable she actually is - What else is broken besides payroll - Her budget expectations --- ## Mike's Only Prep Task Skim this doc. 5 minute read. That's it - everything else is handled. --- ## Competitive Context: Stephanie Pipkin / Serene Clean Kristi came to Stephanie first and was told she was unavailable. Worth understanding why Mike is actually the better fit for her. **Stephanie's model:** - 7-figure cleaning business, 30+ employees, W2 model - Podcast: "Filthy Rich Cleaners" (ZenMaid-affiliated, growing fast) - Sells document bundles (SOPs, handbooks, KPI trackers) as low-ticket entry product - 1:1 consulting calls available via book-a-call (no public pricing) - Basically the ZenMaid mascot for cleaning business education **Why Stephanie can't serve Kristi well:** Her entire system is built around employees. Kristi is a contractor model owner. Stephanie wouldn't be the right fit even if she was available - she'd likely push Kristi toward hiring, which Kristi has already been burned by. **Mike's edge:** - 10 years, contractor model, never hired an employee - Stephanie can't say that - AI-native: actually builds the systems for clients, not just advises - Canadian market context - This is a niche Stephanie doesn't serve and can't serve credibly **Stephanie's pricing (confirmed March 30):** - $175/hour flat - same rate for new AND returning clients (no premium for first-timers) - After first hour, billed in 15-min increments - Payment: PayPal invoice sent after the call - Pre-call: intake form sent after booking - Post-call: she sends a written summary **What this means for Mike's pricing:** - $175/hr is the confirmed market rate for a 7-figure cleaning business coach with a podcast and ZenMaid partnership - Mike should be at or above $175/hr on any hourly work - Retainer beats hourly: Stephanie at 2 calls/month = $350/month per client. Mike at $750/month = 2x her revenue per client, more recurring income, less billing admin - Mike builds systems (not just advises) - that differentiation justifies premium pricing - The Zapier + Google Sheet work done for Kristi before she's paid = proof of what a retainer delivers - Target: $500-$1,000/month retainer where Mike actively builds, not per-hour billing **What to borrow from Stephanie's playbook (for building the consulting business):** - Podcast as lead gen engine - free value that drives consulting calls - Low-ticket document bundles as entry product before 1:1 commitment - Book-a-call model with no public pricing (qualify first) - Post-call summary as standard practice (professional touch, also useful for notes) - ZenMaid partnership for distribution - Mike has the NMC credibility + AI angle