The capability catalog and playbooks

Every box on the panel with the casual question that opens it, the tools a builder might name with their real strengths and dead ends, and what to say for each of the four answers.

What it is

The content layer behind the panel. Each capability carries the job to be done, a tier, a revenue weight, a probe question, follow-ups, what we actually offer, the vendors a builder might name — each with a genuine strength and a genuine dead end — and a playbook per answer state.

Also called: what to ask · sales playbook · competitor comparison · objection handling · discovery questions

See it
The capability catalog and playbooks
Day rate
$400
Days figured
12
Crew size
5
Fuel & equipment
$300
Finished 2 days early — $1,600 back to the crew
One capability box face-up with its probe and four state buttons, next to the detail drawer showing the playbook, the connected story and the impact figure with its basis. Sample data — no customer information appears here.
How it works
  1. 1The probe is deliberately casual: 'When somebody fills out your website form — where does that actually land?'
  2. 2Pain lines are things the prospect says, which the rep reads back as a question.
  3. 3Outcome lines are observable events, not adjectives.
  4. 4Every named competitor is given a real strength before its dead end.
  5. 5The siloed playbook never re-sells a function the builder already bought — it sells the seam between tools.
  6. 6Impact percentages render next to their basis so a rep can source any number a prospect pushes back on.
Why we built it

The catalog's writing rules are the reasoning: 'probe is casual. "Out of curiosity…" outperforms "Do you have a system for…" because the second one telegraphs a pitch and the prospect starts defending their stack instead of describing it.' And: 'outcome entries are observable. "The photo is on the homeowner's portal before the truck leaves" beats "improved client experience".' And: 'if it does not survive being said out loud, rewrite it.'

The problem
  • Reps dismissed incumbent tools, which makes a prospect defend them.
  • Claimed savings had no source when challenged.
  • A prospect who already owns a function was pitched it again.
Sound familiar?
What you get
Prospects are asked about their process instead of pitched at.
Every number quoted has a stated basis.
Existing tools are respected and the gap between them is what gets discussed.

See it on your own jobs

Twenty minutes, your numbers, no slide deck. We’ll build one of your real buildings in front of you and send you the estimate link at the end — yours to keep either way.

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