Math the pain — the calculator pitch

Key takeaway: Don't tell them what they're losing. Walk them through their own maths until they say the number out loud. The moment they say it, they own the problem.

The structure

This works best as a back-and-forth, not a monologue. Lead them to the number.

"Quick question — what's your average ticket size? Like, when someone rings and books a job, what's the typical invoice?"

Roofer: "Probably £15k for a roof, less for repairs."

"OK so let's say £12k average. How many calls a week do you reckon you miss? Be honest — when you're up a ladder, on a job, at lunch?"

Roofer: "Three? Four?"

"Let's say three to be conservative. Three a week is twelve a month. Even if 90% of those weren't going to convert — which is generous — you're losing one job a month at £12k. That's £144k a year you're leaving on the table."

You don't say a single thing about Foan in this whole exchange. You're just doing the maths.

Why this works

• They said the numbers. £12k is theirs, not yours. Three missed calls is theirs, not yours. Anything you tell a prospect, they argue with. Anything they tell themselves, they believe.
• You used their conservative numbers. "Even if 90% wouldn't convert" pre-empts the objection.
• The yearly figure lands. £144k is unreasonable to lose for a £49–£199 product. The price stops being a question.

The closing line

After they hear their own number:

"Foan answers all those calls for you. Sounds like you. Books appointments. Sends you the transcript. £49–£199 a month depending on volume. Want to hear it on your own number?"

Note the order: problem → cost → product → demo offer. Don't reverse it. Don't pitch the product first — they'll argue about price.

Quick-reference numbers

When you don't have time for the back-and-forth, the cheat sheet:

Niche	Avg ticket	"Miss 3/week → lose…"
Roofer	£15k	£180k/yr
Personal injury lawyer	£30k case	£360k/yr
Solar installer	£20k	£240k/yr
Real estate agent	£8k commission	£96k/yr
HVAC	£10k install	£120k/yr
Wedding photographer	£4k booking	£48k/yr

These aren't numbers you make up. They come from public industry averages. Quote them with confidence — but always nudge the prospect to give you their own.

When the numbers don't add up

Some prospects are genuinely on the lower-tier side (£500/job locksmith, etc.). The maths still works, just at smaller scale:

"OK so even at £500 a call, miss three a month and that's £18k a year. Foan's £49 a month. The first signed call this year covers four years of subscription."

What if they say "I don't miss many calls"

"Cool, do you mind if we test that? Pull up your phone — call your business now. I'll wait."

Eight times out of ten it goes to voicemail in the middle of the workday. The other two times, the receptionist sounds rushed or asks them to "hold for a moment" while they grab a pen. Both outcomes are sales.

If they actually pick up perfectly, congratulate them — they have great phone discipline — and pivot to "That's amazing. So what happens at 7pm? At 6am? On a Sunday?" Foan answers calls outside hours too.