Jordan Platten's frameworks applied specifically to MCS installers. Memorise it. Execute it. 100 calls a day, every day.
You're cold calling heat pump business owners all day. They'll say no. They'll be abrupt. Some will hang up. None of that means anything. Volume is the only variable you control.
It's okay to be afraid. Accept it as part of the process. Then dial anyway. The call is neutral — it's the story you tell yourself that makes it feel dangerous.
At 4–5% meeting rate, you need 20–25 conversations for one meeting. You get 100 dials in, you're statistically getting 4–5 conversations with decision makers. That's 1 meeting per day at minimum.
MCS installers want more survey appointments. You're not interrupting them — you're offering them a system that fills their calendar. Approach it with that conviction.
The truth: You won't break imposter syndrome until you sign your first clients and deliver results. Imposter syndrome is a sign of growth. Keep going. The first client is on the other side of this.
None of the tactics matter if your environment handicaps you. Body follows breath. Voice follows body. Get this right first.
AirPods, earphones, or headphones. Holding a phone closes you off. Handsfree = freedom of expression = conviction in your voice.
Never sit hunched. Standing opens your diaphragm, improves airflow, creates a stronger voice. Your energy is completely different standing.
Quiet room. No other tabs open. No music. No one else in the room who might judge you. Perceived judgment kills conviction.
They can't see it but they can hear it. Smiling adds warmth and upward warmth to your voice. It changes the energy of the call.
Habit Stack: Attach cold calling to your morning routine. Coffee down → stand up → first batch of dials. Automatic within 2 weeks. 8am sharp.
You cannot speak to a receptionist the same way you speak to the business owner. Your tone shifts. Your character shifts.
You're calling like you already know the owner. Confident, casual, warm. You don't explain. You assume familiarity.
Mindset: "Imagine calling a mate's business and the admin picks up. How would you speak to them?"
You have inside knowledge and genuinely want to help them grow. Calm authority. Clear. Composed. No fluff.
Mindset: "You are equal to them — not below, not above. You have something they actually need."
It's not the words you say — it's how you say them. Your voice is the lens through which they judge your intentions, energy, and worth.
1. Pitch — Communicates Emotion
Higher pitch = excitement, urgency. Lower pitch = confidence, calm, control. Use lower for statements of certainty.
2. Pace — Shows Control
Fast = nervous, trying to get through before they hang up. Slow = confident, comfortable. Slow down. Always.
3. Inflection — Controls Certainty
Downward inflection = conviction, certainty. Upward inflection = doubt, seeking approval. End your statements like you mean them.
Built specifically for MCS-certified heat pump installers. Learn the structure, then make it your own. Scripts are training wheels — tear them off as soon as you can.
The Golden Rule: Never sell on a cold call. Never discuss pricing. Never pitch the full service. Your only goal is to book a 15-minute meeting. Everything else happens on the Zoom.
Don't fight objections — redirect them. Agree with their concern, then offer a different perspective. Push back 2–3 times before accepting a no. Most give up at one.
The auto-reject. Don't accept it. They haven't heard the value yet.
"I completely get that. Can I ask — are you fully booked every single month, or are there quieter periods when you could do with more surveys in the calendar?"
[Let them answer — most will admit to quieter periods]
"That's exactly what we solve. We give you a consistent baseline so you're never dependent on word-of-mouth or referrals. What have you got to lose by having a 15-minute chat?"
Acknowledge, then differentiate hard.
"That's great — we're not doing general marketing. We specifically guarantee qualified heat pump survey appointments delivered directly into your calendar. Very different from a marketing agency running ads and hoping for the best."
"What's your current agency delivering in terms of guaranteed surveys per month?"
Probe the assumption.
"That's brilliant — are you booked solid 12 months of the year, or are there seasonal dips?"
[They'll almost always admit to seasonal slowdown]
"The quieter months are exactly when a consistent survey pipeline matters most. We help you smooth out those dips so you've always got work in the calendar. Worst case, you have too many surveys and pick the best ones."
Common and valid. Acknowledge, then differentiate your model.
"I hear that a lot — most agencies run generic ads that attract time-wasters. Can I ask what happened with yours?"
[Let them vent]
"The difference with what we do is we specifically target homeowners who already qualify for the BUS grant and are actively searching for MCS installers. Not cold traffic. Pre-qualified, motivated homeowners. And we only charge when the surveys land in your calendar."
Position as complementary, not replacement.
"That's brilliant — manufacturer leads are great. But can I ask, are those enough to keep your engineers busy 12 months of the year? Or do you find they're inconsistent?"
[They almost always admit inconsistency]
"We don't replace your manufacturer relationship at all — we give you a predictable baseline on top of it. So you're never solely dependent on one source. Think of it as your survey pipeline insurance."
They're trying to end the call. Get a specific future time.
"No problem — when would be a better time to give you a ring back?"
[Get a specific day and time]
Or push once: "Look, just before you go — I literally only need 20 seconds. There are homeowners in your area qualifying for the BUS grant right now who can't find an MCS installer. You're going to want to hear this."
"Absolutely, I get that. Can I ask — what specifically would you want to think about? Is it whether the BUS grant demand is real in your area, or how the survey qualification works, or something else?"
[Now you can address the real concern]
"[Name], there's literally no risk — we guarantee surveys on retainer. Every day you wait is another day of homeowners in your area signing with another installer. What would need to happen for this to be a no-brainer?"
The Push-Back Rule: Push back 2–3 times before accepting rejection. Most salespeople give up after one "no." The best approach calls with the energy that the prospect needs them more than they need the prospect — without arrogance.
Your only goal on every call is a meeting. Nothing else matters.
Sales is a numbers game. The data shows exactly where to focus. Test → Track → Tweak → Repeat.