The Foan Sales Playbook
Three questions. The customer convinces themselves. You never sell.
This is how operators close AI-receptionist deals at £400 a month, door-to-door, without a deck. Distilled from two practitioners shipping the exact thing Foan ships. Take it, use it, share it.
Math the pain
The structural pitch is three questions. Memorise them.
You do not pitch. You ask. They answer. The numbers do the closing for you. If their first answer multiplied by their second is bigger than the monthly price, the deal is done.
Question 1
"How many calls do you reckon you miss in a week?"
Wait. Do not fill the pause. Most owners say ten a day, or just "loads".
Question 2
"What's an average sale worth to you?"
They will usually understate first ("£60") then escalate themselves ("but a wedding's £2,000, a contract's bigger…"). Let them.
Question 3
"If I could plug that hole for £400, would you be keen?"
That is it. No close, no demo, no features deck. Add at most: "Take the first number, multiply by the second, divide by the cost. Want me to set it up?"
"Average table is 4 people, average spend is £20 a head, that's £80 per missed call. We're missing 10 a day, that's £800. £5,600 a week. Just under £300,000 a year, just from not answering the phone in three rings."
Charles Fry, TGI Fridays, 1990s. The pattern still works.
The reverse-frame opener
Tell them it would not work for them. Watch them argue the case.
For door-to-door, in-store, or any face-to-face conversation. Disarms because it is not a pitch.
"Can I ask you a question? I don't think this would work for a business like yours, but…"
When you frame it as "this won't work for you", the prospect goes out of their way to argue the case for it. They will pitch themselves. By the end you ask "do you know anyone else I could pitch this to?" and they say "no, hang on, we'll buy it."
Don't wear a suit
Walk in with a dog, or a kid. Look like a customer, not a salesman.
Don't lead with your company
"Hi, I'm from X." That's the shutters going up. Try "I was just popping in to ask a question".
Frame as research
"I'm doing a bit of market research" lowers the stakes for both of you.
Eight golden lines
Drop these into any conversation. Each one has done real work in real deals.
"This is the worst it's ever going to be."
Closing, after they say "I'm not sure about AI". Frames the future as automatic upgrade.
"Is that more personal than not answering at all?"
Counters "we're a family business, we like the personal touch."
"Who picks up when the phone rings while you're on a job?"
Opening pain question. Replaces the lifeless "do you miss calls?"
"Eight out of ten people who hit voicemail just hang up and call the next one on Google."
Tightens the pain. Calls aren't lost admin. They're customers gone to a competitor.
"I haven't set one up for a [trade] before. Here's what I'll do, I'll build a demo on your website tonight."
Lowers commitment, raises personal investment, schedules the second meeting.
"Imagine what it'll be like in two years."
Future-frame after "this is the worst it'll ever be."
"You only have to pay for a month. No contract. If you don't like it we get rid of it."
Risk reversal. Default to monthly.
"Do you know anyone else I should pitch this to?"
The trap. Triggers "hang on, we'll buy it ourselves."
Objection handlers
Verbatim. Not paraphrased. Use these word for word.
"We're a family business, we like the personal touch."
"Is that more personal than not answering at all?"
"I don't trust AI on the phone."
"Honestly, I get it. Easiest thing, let me build you a demo on your own website tonight, and you tell me what you think tomorrow."
"We try to call them back."
"What happens when you do? Are they always still keen, or have they already booked with someone else?"
"We're not sure about a contract."
"Pay month to month. No contract. If you don't like it we get rid of it."
"How much?"
"Honestly that depends on your call volume, easier if I work the number out for you. Quick one, what's an average sale worth?"
"We already have a receptionist."
"This isn't to replace them. It's a safety net for after-hours, lunch, busy moments. Your receptionist takes the ones they can. The AI catches the rest."
Pricing tactics
How operators package this product to close more deals.
- Default monthly. No contract. Friction goes way down. The first close is always easier when the buyer can leave next month.
- Setup fee is the sauce. A £400 to £500 setup fee keeps the headline price low while paying for the first ad cycle. Sell the setup, not the platform.
- Annual upfront for half price. Sell £4,800 a year for £2,500 to your first ten clients. Take the cash, run ads with it. £25,000 of war chest out of one cohort.
- One free month if anyone churns. "Have it for free for a month" earns more goodwill than the cost of a lost £400.
The warm list
Before any ads, sell to the people who already have your money.
Write down everyone you do business with locally. They cannot be rude to you because they would lose your business. Walk in with: "Hey, my friend Dave comes in here all the time and he said you might be able to answer a question for me."
Hairdresser
Dentist
Vet
Plumber, electrician
Carpet cleaner
Local restaurants
Garage / car servicing
Sunbed, beauty, barber
Gym, yoga studio
Coffee shop
Dry cleaner
Florist
After your warm list, ask your mum, your dad, your friends. Same script: "Who do you use? I've been doing some market research."
You have the playbook. You should also have the product.
Foan's affiliate programme pays 30% recurring on every account you bring in. Use this playbook, sell at any price you set, keep the difference.