Recommended completion timeline
Day 1–2
Complete all Sales Mastery modules
Day 3–4
Complete all Operations Mastery modules
Day 5
Complete Business Launch modules
Day 6
Take the certification exam
Day 7+
Start your first sales calls in your market
Module 1 — Foundation
The Sales Mindset
Before you dial a single number, you need to rewire how you think about selling. Confidence doesn't come from experience — it comes from the right frame.
The fundamental reframe
You are not selling. You are qualifying. Your job on every call is to find out if they have the problem BON solves — not to convince anyone of anything. If they have the problem, the solution sells itself. If they don't, you move on. No rejection. Just information.
The five truths to internalize
1
Most calls will be short — and that's a win
Redefine what success looks like
▼
"Not interested" in 90 seconds means you just got 90 seconds closer to the person who IS interested. Don't try to save every call. Let the short ones be short. Your goal is 3 real conversations per day — not 3 closed deals. Track conversations, not outcomes.
The numbers: if 1 in 10 conversations converts to an audit, and 1 in 3 audits closes — you need 30 conversations to get your first client. At 3/day that's 10 days. The calls you dread are the ones standing between you and client #1.
2
You know more about their back-office than they do
You are the expert in this conversation
▼
You built a system specifically for roofing back-office. You know what invoicing delays cost. You know what a Day 7/14/21 collections cadence looks like. You know what margin tracking requires. Most roofers have never thought about any of this systematically. You are the expert — even on your first call.
"I work specifically with roofing contractors on back-office systems. I've seen how this plays out when storm season hits without a process in place. That's exactly why I'm calling."
3
Silence is your most powerful tool
The person who speaks first loses
▼
After every question, stop talking. Silence feels awkward to you and like pressure to them. Most salespeople fill silence with more words — which dilutes the question and gives the prospect an escape. Ask the question. Stop. Wait. Every time.
⚑ The rule: whoever speaks first after a question loses the frame. Practice sitting in silence for 5 full seconds. It feels like forever. It works every time.
4
Rejection is data, not failure
Every no narrows the path to yes
▼
Every time someone says no, ask yourself one question: "What did I learn?" Did they object to price? You now know to anchor value earlier. Did they say they're too busy? You know to call at a different time. Did they not understand the offer? You know your pitch needs to be clearer. No is never wasted — it's market research.
5
The goal of every call is one thing only
Book the audit — nothing else
▼
Not to explain BON. Not to quote pricing. Not to close. Just book the 30-minute audit. Everything else — the pitch, the close, the objections — happens there. When you feel yourself going off-track on a call, ask: "Am I trying to book the audit right now?" If not, get back to it.
"I've got time Tuesday at 8am or Thursday after 5. Which works better for you?"
Two specific options only. Never "whenever works for you" — that kills the booking. Name two times, stop talking, wait for an answer.
Before every call — the 60-second pre-call ritual
1
Know their name and company. Look them up for 30 seconds. One specific detail makes you sound prepared.
2
Have your calendar open. If they say yes to the audit, book it before you hang up.
3
Stand up. Standing changes your vocal energy measurably. Do it every time.
4
Say your opener out loud once before you dial. Once. "Storm season is picking up — do you have someone handling your invoicing, or is that still on you?"
5
Remind yourself: worst case they say no. You already have zero clients. Zero stays zero. No downside.
Module 2 — Foundation
Know Your Offer Cold
Rambling happens when you haven't found the short version. This module gives you every version — 15 seconds, 45 seconds, 2 minutes — and the numbers to back them up.
The one sentence — memorize this first
"BON runs the back office for roofing contractors so owners can scale without hiring chaos."
Every answer you give should trace back to this. If you're rambling, you've left this sentence. Come back to it.
The 5 things BON does
1
Invoicing — every completed job invoiced same day or next day. No delays, no forgetting.
2
Collections follow-up — automatic Day 7, 14, and 21 contact on every unpaid invoice. Every time, not when someone remembers.
3
Job tracking — every job logged with status, invoice number, amount, due date. Always know what's open, billed, and paid.
4
Bookkeeping — monthly books kept clean. Not just at tax time. You always know your numbers.
5
Process management — a system that runs consistently regardless of who's doing the work. No single points of failure.
Say it in 3 versions
When to use: chance encounter, supply house, someone asks "what do you do?"
"We run the back office for roofing contractors — invoicing, collections, bookkeeping. The stuff that piles up when you're busy. Most owners spend 10 hours a week on it. We take it off their plate so they can focus on the work."
Then stop. If they ask more, you've earned the next conversation.
When to use: after they confirm the problem exists on a cold call
"Here's what we do — we run the entire back office for roofing contractors. Invoices go out same day after job completion. We follow up on every unpaid invoice at Day 7, 14, and 21 automatically. Job tracking, bookkeeping — the whole system. You focus on the work, we make sure the money actually comes in.
We set clients up in 5 business days. Most guys cover the cost in the first invoice we help them recover."
We set clients up in 5 business days. Most guys cover the cost in the first invoice we help them recover."
When to use: you're in the 30-minute audit and it's time to present the solution
"Based on what you've told me — [reference their specific pain] — here's exactly what BON does for that.
Every job that closes gets invoiced within 24 hours. Not when you have time — same day. Then we run a three-touch follow-up on every open invoice: Day 7, Day 14, Day 21. Automatic. Nothing slips through.
On the books side — you get a clean monthly close every month. You'll always know your margin, your outstanding AR, and your cash position.
You don't hire anyone. You don't buy software and figure it out. One flat monthly fee — set up and running in 5 business days.
Starter plan is $797 a month. Growth is $1,497. Given your volume, I'd recommend Growth."
Every job that closes gets invoiced within 24 hours. Not when you have time — same day. Then we run a three-touch follow-up on every open invoice: Day 7, Day 14, Day 21. Automatic. Nothing slips through.
On the books side — you get a clean monthly close every month. You'll always know your margin, your outstanding AR, and your cash position.
You don't hire anyone. You don't buy software and figure it out. One flat monthly fee — set up and running in 5 business days.
Starter plan is $797 a month. Growth is $1,497. Given your volume, I'd recommend Growth."
⚑ After this: stop talking. Ask "does that address what you're dealing with?" and wait.
Value in numbers — know these cold
$39K
Owner cost at 10 hrs/wk admin × $75/hr annually
$42K+
Full-time admin hire with payroll + benefits
$9,564
BON Growth plan annual cost
5 days
Setup time from signed agreement to live system
What BON is NOT — use this when they misunderstand
❌ Not a software tool they have to learn and manage themselves
❌ Not a staffing agency sending them a temporary worker
❌ Not an accountant doing their taxes once a year
❌ Not access to their bank accounts or control of payments
"We're different from that — we're a back-office operations service, not [what they said]. We handle the process, you keep control of the money."
Module 3 — The Script
The SCRIPT Framework
Six beats built on psychology. Learn the acronym. Know the beats. The words come naturally once the structure is automatic.
S · C · R · I · P · T
S — Startle: pattern interrupt opener
C — Confirm: mirror and deepen their pain
R — Reveal the cost: loss frame in dollars
I — Identity bridge: who they want to be
P — Picture it: future pace
T — The ask: open loop close
S
Startle — the pattern interrupt opener
First 20 seconds · Break their guard down
▼
Pattern interrupt + open question
Most sales calls start with "Hi I'm calling because..." — which triggers the this-is-a-sales-call defense immediately. You break that pattern with a direct, specific question about their current reality.
"Hey [Name] — quick question. Storm season is already picking up. Do you have someone running your invoicing and collections right now, or is that still landing on you?"
"Quick question" — signals brevity, lowers resistance. "Storm season is already picking up" — anchors to their current reality. "still landing on you" — implies you already know the answer.
⚑ After this — stop. Wait. Do not speak first. The next person who speaks loses the frame.
C
Confirm — mirror and deepen
1–4 minutes · Pull the thread
▼
Mirroring — Voss
Repeat their last 2–3 words as a question. This triggers elaboration — the more they explain their pain in their own words, the more real it becomes to them.
If they handle it themselves
"You handle it yourself. How's that going when volume picks up?"
[They answer — mirror it back]
"And do you know your actual margin on the last five jobs — not revenue, actual margin after labor and materials?"
[They answer — mirror it back]
"And do you know your actual margin on the last five jobs — not revenue, actual margin after labor and materials?"
If they have someone
"You have someone for that. Are they set up to handle a volume spike when a big storm rolls through?"
[They answer]
"And when was the last time you looked at your average days to collect?"
[They answer]
"And when was the last time you looked at your average days to collect?"
"Actual margin" and "average days to collect" are questions they almost never know the answer to. The pause while they realize that IS your pitch. Never fill that silence.
R
Reveal the cost — loss frame
4–6 minutes · Make inaction expensive
▼
Loss aversion — Kahneman
"Here's what I see with guys running your volume. Every day an invoice sits past 30 days, the odds of collecting drop. Past 60 days, you're looking at maybe 50 cents on the dollar.
Most active roofers have $8,000 to $20,000 in receivables at any time. If 15% of that is at risk — that's real money sitting out there right now that a tighter system would bring in.
And how many hours a week are you personally spending on admin? Honest number."
Most active roofers have $8,000 to $20,000 in receivables at any time. If 15% of that is at risk — that's real money sitting out there right now that a tighter system would bring in.
And how many hours a week are you personally spending on admin? Honest number."
You're describing a scenario they recognize as true. "That sounds like me" is the response you're after — not argument, recognition. Let them do the math in their head.
I
Identity bridge — connect to who they want to be
6–8 minutes · The aspirational frame
▼
Identity + social proof
"The contractors who come out of storm season in the best shape aren't necessarily the ones who did the most jobs. They're the ones who collected on everything they did. Clean books. Every invoice closed. They know exactly what they made.
That's not luck — that's a system. And that's what BON is."
That's not luck — that's a system. And that's what BON is."
You're painting the contractor they want to be — then naming BON as the path there. You're not selling a service. You're selling an identity upgrade.
P
Picture it — future pacing
8–10 minutes · Install the outcome
▼
Future pacing — NLP
"Picture this. Storm rolls through OKC. Your crew is slammed — two, three jobs a day. But instead of coming home and spending two hours on invoices, they go out same day automatically. Every unpaid invoice gets a follow-up at Day 7, Day 14, Day 21 — without you touching it.
End of season, you pull up your numbers and everything that got billed got collected. Books are clean. You know your margin on every job.
That's not a fantasy — that's what a back-office system running properly looks like."
End of season, you pull up your numbers and everything that got billed got collected. Books are clean. You know your margin on every job.
That's not a fantasy — that's what a back-office system running properly looks like."
"Picture this" is the linguistic trigger for future pacing. You're installing the outcome in their imagination before they've decided anything. Once they can see it, they want to get there.
T
The ask — open loop close
10–12 minutes · Two times, then silence
▼
Zeigarnik effect + low-risk offer
"Here's what I'd suggest. Every operation has two or three places where money is quietly walking out the door — most owners don't know exactly where until someone looks with fresh eyes.
We do a free 30-minute back-office audit. No pitch, no pressure — we look at your invoicing timing, your collections process, and your job tracking, and show you specifically where the gaps are. You leave with a clear picture regardless of what you decide.
Most guys find something in the first 10 minutes.
I've got Tuesday at 8am or Thursday after 5. Which works better for you?"
We do a free 30-minute back-office audit. No pitch, no pressure — we look at your invoicing timing, your collections process, and your job tracking, and show you specifically where the gaps are. You leave with a clear picture regardless of what you decide.
Most guys find something in the first 10 minutes.
I've got Tuesday at 8am or Thursday after 5. Which works better for you?"
⚑ Two time options only. Then stop. Wait for their answer. The silence is doing the work.
Module 4 — The Script
Every Objection
Every objection maps to one of four underlying fears. Identify the fear first — then address it directly instead of arguing with the surface.
The 4 underlying fears
Fear of loss
Sounds like: "How much?" early, "What if it doesn't work?" → Counter: what they're already losing
Fear of change
Sounds like: "We have a system," "I'm used to doing it this way" → Counter: BON runs underneath, nothing changes
Fear of being wrong
Sounds like: "I need to think about it," "I've been burned before" → Counter: reduce decision risk, 3-month minimum then cancel anytime
Fear of being sold
Sounds like: immediate brush-off, clipped answers → Counter: stop selling, ask a question instead
Word-for-word responses — expand each one
"I'm not interested."
Soft no — keep going once
▼
"Totally fair. Last question before I let you go — do you know your actual margin on the last 5 jobs? That's usually where we find the gap for most guys."
If they engage → continue. If no again → send the one-pager and exit. Never push an objection twice.
"I already have someone for that."
Common — dig a little
▼
"Good to hear. Are they set up to handle the volume spike when a storm hits? A lot of guys find one person can't keep up — invoicing slips, collections get delayed, and cash flow takes a hit right when they need it most."
You're not attacking their person — you're asking about system capacity during surge.
"How much does it cost?"
Buying signal — anchor and pivot
▼
"Plans start at $797 a month — less than what most guys spend on one part-time hire when you factor in payroll and mistakes. But the right plan depends on your volume. That's exactly what the audit figures out. I've got Tuesday at 8 or Thursday after 5 — which works?"
Anchor against what they're already spending. Never quote cold without anchoring first.
"What makes you different from QuickBooks?"
Category confusion — reframe it
▼
"QuickBooks is a tool — you still have to use it. BON is a service — we use the tools for you. You don't log in, you don't enter data, you don't figure anything out. If QuickBooks is a gym membership, BON is a personal trainer who also shows up to make sure you actually go."
"You're new — how do I know this will work?"
Trust objection — earn it, don't ask for it
▼
"That's fair — and I'd rather earn your trust than ask for it blind. That's exactly why the audit is free. You get 30 minutes where we look at your actual operation and show you specifically what's leaking. You leave with value regardless of what you decide. If what we show you doesn't make sense, don't hire us."
"I need to think about it."
Find what's really in the way
▼
"Totally fair. Can I ask — what would need to be true for this to be a yes? Is it the price, the timing, or something we didn't cover?"
Then wait. Don't fill the silence. Their answer tells you exactly what to address next.
"We're too small for something like this."
Flip it — small is perfect fit
▼
"Actually, that's exactly who we're built for. Small operations get hit hardest by back-office chaos because there's no one to absorb it — it all falls on you. Our Starter plan is designed specifically for solo owners and small crews. It's less than what most guys spend chasing one overdue invoice."
"Send me some information."
Send it AND book the call
▼
"Absolutely — I'll send that right now. And rather than you reading it cold, it's worth 20 minutes on a call where I can show you exactly what's relevant for your operation. Thursday at 8am — does that work?"
Info alone almost never converts. The call is the conversion point. Send the info AND book the call.
Module 5 — Advanced
Closing Psychology
Slow closes come from unresolved ambiguity. These techniques resolve ambiguity without pressure — so the decision happens naturally and fast.
Why people delay — the psychology
Decisions stall when the pain of deciding feels greater than the pain of waiting. Your job is to reverse that equation — make waiting more expensive than deciding. Not through pressure, but through clarity about what delay actually costs in real dollars.
1
The yes ladder
Cialdini — build momentum through progressive commitment
▼
Commitment consistency — Cialdini
Once someone says yes to a small thing, they feel compelled to stay consistent. Build a ladder of micro-agreements throughout the conversation — the final close feels like the natural next step, not a leap.
1
"Would you say invoicing is one of the things that gets pushed back when you get busy?" — Small yes.
2
"And would you say that's costing you cash flow even when jobs are going well?" — Bigger yes.
3
"So ideally you'd want a system that handles all of that without adding to your plate?" — Yes to the concept.
4
"And if the cost was less than what you're currently losing — that'd make sense to look at?" — Yes to the value.
✓
"Good. That's exactly where BON lands. Should I send the agreement today or tomorrow?" — The close. Feels inevitable.
2
The Columbo close
One last thing — after they say no
▼
Curiosity gap + low-stakes re-entry
After someone says no, their guard drops completely. Detective Columbo always caught his suspect by turning back at the door — "just one more thing." Use the same move.
"Totally understand — I appreciate your time. [Start to wrap up] ... Actually — one last question before I let you go. What would your business look like in 90 days if the invoicing and collections were running themselves and you got those 10 hours a week back?"
Most people can't help but answer this. And the moment they describe the benefit in their own voice, they've partially sold themselves. Then: "That's exactly what we build."
3
The 3-option anchor
Use pricing psychology — the middle always wins
▼
Anchoring + compromise effect
When given three options, people reliably choose the middle one. The high option makes the middle feel reasonable. The low option makes the middle feel safe.
"We have three plans. Scale is custom-priced for high-volume operations — typically $1,800 plus. Starter is $797 for smaller crews just getting systems in place. And Growth is $1,497 — that's the one most contractors at your stage are on. Based on what you've told me, Growth is the right fit."
| Plan | Price | Best for |
|---|---|---|
| Scale | $1,800+ | High volume, storm surge support |
| Growth ← recommend | $1,497/mo | Growing team, 10–25 jobs/mo |
| Starter | $797/mo | Solo or 1–2 crew, up to 10 jobs |
4
The cost of waiting frame
Make delay expensive, not just disappointing
▼
Temporal discounting + loss aversion
"While you're thinking — let me put a number on what thinking about it costs. You said you're running about [X] jobs a month. If even one invoice a month goes past 60 days because the follow-up system isn't running — that's [Y dollars] at risk every single month you wait.
So every week of thinking about it has a real number attached to it. I'm not saying that to pressure you — I'm saying it because I'd rather you made the decision with the full picture."
So every week of thinking about it has a real number attached to it. I'm not saying that to pressure you — I'm saying it because I'd rather you made the decision with the full picture."
Module 6 — Advanced
Negotiation Tactics
When they push back on price, most people either cave or get defensive. Neither works. These are the techniques that hold value while keeping the relationship intact.
The core principle
Never negotiate against yourself. The moment you drop the price without being asked specifically, you signal that the original price was inflated — which destroys trust. Hold the price. Adjust the value.
1
The value re-anchor
When they say "that's too expensive"
▼
Anchoring — Tversky & Kahneman
Don't defend the price — reframe what they're comparing it to. The price feels high when compared to nothing. It feels low when compared to the right thing.
"I hear you. Let me ask — what's expensive compared to? If it's compared to doing nothing, then yes it costs money. If it's compared to a part-time hire at $1,600 a month plus payroll taxes — we're actually cheaper. If it's compared to what you're currently losing in uncollected invoices — we probably pay for ourselves in the first month."
You're not arguing with their feeling — you're asking them to compare apples to apples. Once the comparison changes, the price changes with it.
2
The strategic concession
If you must move — do it right
▼
Reciprocity + anchoring
If a concession is genuinely needed to close, never give it for free. Every concession must get something in return — a commitment, a referral, a longer contract. Concessions given freely are discounts. Concessions traded are negotiations.
"Here's what I can do. If you're willing to commit to a 6-month agreement upfront instead of month-to-month, I can bring the Growth plan down to $1,297. That locks in your rate and gives us enough runway to show you real results. Does that work?"
You moved on price. But you got a longer commitment in return — which actually improves your unit economics. Never give without getting.
3
The flinch counter
When they react to the number with silence or a grimace
▼
Emotional intelligence + silence
The flinch is a negotiating tactic — whether conscious or not. Most salespeople respond by immediately discounting. Don't. Acknowledge it, then hold the frame.
"I can see that landed heavier than expected. Before we talk about the number — what's driving that reaction? Is it the budget right now, or does the value feel unclear?"
You've separated the budget objection from the value objection. They're different problems with different solutions. Budget = payment terms. Value = better explanation. Don't solve the wrong one.
4
The walk-away frame
When to use it and how
▼
Reactance theory — Brehm
The most powerful negotiating position is genuine willingness to walk away. Not as a tactic — as a reality. If someone is pushing hard on price beyond what makes sense, say this:
"I want to be straight with you — I'd rather not take you on as a client at a price that doesn't let us do this properly. If we cut too much, we can't deliver what we're promising, and that helps neither of us. So I'd rather be honest now than over-promise and under-deliver."
Counterintuitively, this often closes the deal. It signals confidence in your value and honesty about constraints — two things that build trust faster than any discount.
Module 7 — Advanced
Storytelling to Sell
Facts tell, stories sell. A story bypasses the analytical brain and speaks directly to the emotional decision-maker. These are the three story types you need and exactly how to tell them.
Why stories work — the neuroscience
When you present facts, the language-processing parts of the brain activate. When you tell a story, the entire brain activates — including the sensory, motor, and emotional cortex. The listener's brain literally mirrors the experience. They don't just understand it — they feel it. That's why a 30-second story outperforms a 5-minute pitch.
The 3 story types you need
1
The origin story — why BON exists
Builds trust and credibility in 60 seconds
▼
Trust + identity alignment
Use when they ask "why should I trust you" or "how long have you been doing this?" The origin story replaces credentials you don't have yet with genuine conviction.
Story Structure
Hook → Problem seen → Decision made → What it became
Hook
Set the scene — what you noticed
"We kept seeing the same thing talking to roofing contractors in Oklahoma — guys who were great at the work but drowning in everything behind it."
The problem seen
Be specific — one vivid detail
"One owner told us he had $40,000 in outstanding invoices and no idea which ones had been followed up on. He was doing 15 jobs a month and hadn't looked at his books since January."
The decision
What you decided to do about it
"We built BON specifically for that problem — not general contractors, not HVAC, not landscaping. Just roofing. Because the storm cycle, the insurance claims, the collections timing — it's different from everything else."
What it became
Connect to them
"And that's why I'm talking to you — because you're probably dealing with the same thing right now."
2
The client story — a contractor we helped
Social proof that feels real, not like a testimonial
▼
Social proof + narrative transportation
Use after establishing pain. The client story makes the solution tangible by showing a specific person in a specific situation getting a specific result.
Story Structure
Who → Their situation → What changed → The result
Who
"We worked with a roofing contractor — small operation, three crews, running about 12 jobs a month during normal season."
Their situation
"Storm hit in April. Volume tripled in two weeks. He was doing the invoicing himself at 10pm every night — when he remembered. A month in, he had 18 jobs done and 11 invoices sent."
What changed
"We got his system set up in 5 days. Invoices started going out same day. Collections follow-up ran automatically at Day 7, 14, 21."
The result
"By the end of season, his average days to collect was down from 38 days to 14. He knew exactly what every job made. And he stopped doing invoices at night. That's what a system gives you."
Note: until you have real clients, frame this as a hypothetical — "here's what a contractor in your situation would typically see." Once you have real results, replace with actual numbers.
3
The cautionary tale — what happens without BON
Loss aversion through narrative
▼
Loss aversion + narrative
Use when they seem comfortable with the status quo. The cautionary tale activates loss aversion through a story — far more powerful than a statistic.
Story Structure
The contractor who waited → What happened → The avoidable cost
The contractor who waited
"I talked to a contractor last fall — good guy, been in business eight years. Had a great storm season, did more jobs than ever. Should have been his best year."
What happened
"But in October, he sat down to look at his numbers and realized he had $23,000 in invoices he'd never followed up on. Some were 90 days old. A couple of the homeowners had already moved. One was disputing the work because nobody had been in contact since the job was done."
The avoidable cost
"He recovered maybe $14,000 of it. $9,000 just gone — from a great season. Not because of bad work. Not because of bad clients. Because there was no system running in the background while he was focused on the next job."
Then: "That's the exact scenario BON is built to prevent. And it costs less per month than what he lost in that one season."
Story delivery principles
1
Be specific. "A contractor" is weak. "A roofing contractor running 12 jobs a month in the OKC area" is vivid. Specific details trigger the brain's pattern-matching — they think "that sounds like me."
2
Use numbers. "$23,000" is a story. "A lot of money" is not. Specific numbers make stories credible and memorable.
3
Keep it under 90 seconds. A story that goes long loses the listener. Know your ending before you start. Get there fast.
4
End with the bridge. Every story ends with a line that connects it to them: "That's exactly the situation you're describing" or "That's what BON prevents."
Module 8 — Advanced
Vocal Confidence
55% of communication is body language. 38% is vocal tone. Only 7% is the actual words. You can have a perfect script and lose the sale because of how you sound. Fix the 38% first.
The Mehrabian principle
Albert Mehrabian's research found that in emotional communication, words account for only 7% of the message. Tone accounts for 38%. Body language 55%. On a phone call, you have only tone — which makes it your most important asset. Get this wrong and no script saves you.
The 5 vocal levers — and where BON founders need to be
Pace — how fast you speak
Target: slow down 20%
Nervous people speak fast. Confident people speak slowly. On a cold call, consciously slow down — especially in the opener. Slowing down makes you sound prepared, not anxious. Count silently to 2 between sentences when you feel yourself speeding up.
Pitch — where your voice sits
Target: lower register
Anxiety raises pitch. Lower pitch is associated with authority and calm. Stand up straight, take a breath from your diaphragm before you dial — this physically lowers your voice. Don't force it lower; relax into it.
Volume — how loud you project
Target: slightly louder than feels natural
People who trail off at the end of sentences sound uncertain. Project through the end of every sentence. The last word should be as clear as the first. Practice by finishing sentences with a period — not a question mark — in your tone.
Downward inflection — how statements land
Target: statements end down, not up
Upward inflection at the end of a statement (sounds like a question?) signals insecurity. Downward inflection signals certainty. "We set clients up in 5 days." (down) vs "We set clients up in 5 days?" (up). Practice every statement ending going down.
Pausing — the power of silence
Target: use it deliberately
A 2-second pause before answering a question signals thoughtfulness. A pause after asking a question signals confidence. Filling every gap with "um," "like," or "you know" signals anxiety. Practice pausing — it will feel uncomfortably long to you and completely normal to them.
The 3-minute vocal warmup — do this before every call block
1
Diaphragm breathing (30 sec) — Place one hand on your stomach. Breathe in so your hand moves out (not your chest). This activates your lower register and slows your heart rate.
2
Hum to relax vocal cords (30 sec) — Hum "mmmmm" at a comfortable pitch. This loosens the vocal cords and brings your voice into its natural, lower register.
3
Say your opener out loud once (30 sec) — Stand up, say it at full volume as if someone is actually on the line. "Hey [Name] — quick question. Storm season is already picking up..." Hear yourself say it confidently before you dial.
4
Power pose for 90 seconds — Amy Cuddy's research: standing in an expansive posture for 90 seconds measurably decreases cortisol and increases testosterone. Hands on hips, chest open. It works even if you feel ridiculous doing it.
Filler words to eliminate
"Um" / "Uh"
Replace with: silence
Replace with: silence
"Like"
Replace with: nothing — just cut it
Replace with: nothing — just cut it
"You know?"
Replace with: a pause, then continue
Replace with: a pause, then continue
"Basically"
Replace with: the direct statement
Replace with: the direct statement
"Kind of" / "Sort of"
Replace with: say the thing directly
Replace with: say the thing directly
"Does that make sense?"
Replace with: silence, or "What questions do you have?"
Replace with: silence, or "What questions do you have?"
Module 9 — Practice
Confidence Drill
Say your answer out loud before you reveal. Do all 12. This is the rep work that makes everything else automatic — your first real call will feel like the 13th drill.
How to use this drill
Read the scenario. Pause. Say your answer out loud — actually out loud, not in your head. Then reveal and compare. The goal isn't to match the script word for word — it's to have a confident, complete response ready in your voice. Do all 12 before your first real call. Then come back weekly.
Module 10 — Practice
Follow-Up Sequences
80% of sales happen between the 5th and 12th contact. Most people quit after 2. Here are exact sequences for every follow-up situation — written and ready to send.
The follow-up mindset
You are not chasing. You are providing value at the moment they need it. Every follow-up should give them something — a number, an insight, a question — not just check if they've decided. Value-based follow-ups feel like service, not pressure.
Booked the audit — didn't show up
1h
Same day — the no-guilt reach
"Hey [Name] — missed you earlier, no worries at all. Stuff comes up. I'm flexible this week — want to find another 30 minutes? I can work around your schedule."
No guilt, no pressure. Easy rescheduling. Makes them feel safe responding.
3d
Day 3 — value drop
"Hey [Name] — while I have you in mind, quick question: do you know your average days to collect right now? Most OKC roofers I talk to are running 28 to 45 days without realizing it. Happy to share what a tight operation looks like as a benchmark — no strings attached."
7d
Day 7 — the storm hook
"[Name] — storm season is here. The contractors getting set up now are the ones who'll collect everything they earn this season. The ones who wait are the ones chasing invoices in October. Five-day setup window. Worth 30 minutes?"
Said "I need to think about it"
24h
Next day — the cost calculation
"Hey [Name] — quick follow-up while it's fresh. Just ran the math on a typical operation your size. At 12 jobs a month with a 3-day invoicing delay, that's roughly 36 days of delayed cash flow per month — before factoring in collections lag. Happy to run your specific numbers if useful."
4d
Day 4 — the identity mirror
"[Name] — the contractors coming out of this storm season ahead aren't the ones who worked the most. They're the ones who collected on everything they worked. Just checking in — what's your thinking at this point?"
10d
Day 10 — the direct check-in
"Hey [Name] — it's been about a week and a half. Where are you on this? I want to make sure I'm not following up when the answer is already no — I'd rather know either way."
Permission to say no paradoxically increases the chance they say yes.
Gone completely dark — 2+ messages ignored
1
The pattern break
"[Name] — I'll be honest with you. I've reached out a couple times and haven't heard back. That usually means one of two things: timing is bad, or I said something that missed the mark. Either way, totally fine. Just a yes or no — are we worth revisiting, or should I leave you alone?"
Forces a binary response. Most people find this easier to answer than any other message.
2
If still no response — the final message
"[Name] — I'm going to stop reaching out after this. But before I do — one question: if you did decide to fix your back-office system this year, what would need to be different about the timing or the offer for it to be a yes? Genuinely want to know. No pitch."
"Last message" framing triggers responses from people who were just avoiding. Their answer gives you real intelligence for the next prospect.
Said "not right now" or "maybe later"
30d
30 days — season check-in
"Hey [Name] — we talked about a month ago. Storm season is in full swing now. Just checking in — how's the back office holding up with the volume spike? Genuinely curious."
60d
60 days — the proof point
"[Name] — wanted to share something we've been seeing with contractors we've been working with this storm season: [specific result]. Thought it might be relevant. Happy to show you the same thing if the timing is better now."
By now you should have real results to reference. Social proof from people like them is your most powerful re-engagement tool.
90d
90 days — the slow season pivot
"[Name] — season is winding down. This is the best time to get your system set up before the next one. Most contractors who get set up in the off-season walk into spring completely prepared. Worth revisiting?"
Operations — Module 1
The BON Software Stack
Everything you need to run a client's back office. Chosen for low cost, ease of use, and the ability to manage multiple clients from one login.
The guiding principle
Every tool you choose must work for multiple clients simultaneously — not just one. You're not an employee managing one company's books. You're an operator running back-office systems for 5, 10, 15 contractors at once. Every tool decision gets made through that lens.
Core stack — what every BON operator needs
1
Invoicing — Wave or QuickBooks Online
Free to $30/mo per client · Send invoices on their behalf
▼
Recommended: Wave (free) to start
Wave is free, handles invoicing and basic bookkeeping, and lets you manage multiple businesses from one account. Start here for your first 3–5 clients. When clients grow past $500K/year revenue, move them to QuickBooks Online ($30/mo).
Setup steps — Wave
1
Create a Wave account at waveapps.com. Use your business email.
2
For each client: create a new "Business" inside Wave. Name it "[Client Name] — BON." Never mix clients in the same business.
3
Import client's customer list (name, email, phone, address). This becomes your invoice recipient list.
4
Set up invoice template: client's logo, business name, address, payment terms (Net 15 is standard for roofing). Save as default.
5
Connect client's bank account (read-only access) so payments auto-reconcile when they come in.
Cost: $0 for Wave. If you take on 10 clients at Wave, your invoicing cost is still $0. This is a meaningful competitive advantage when your margins matter.
2
Job tracking — BON CRM (already built)
Free · Tracks every job, invoice, and payment status
▼
The BON CRM you already have handles job tracking, collections follow-up scheduling, AR aging, and client dashboards. Every operator uses the same CRM. This is your operational command center.
How to use the CRM for each client
1
Add the client in the Clients tab. Fill in plan, start date, and contact info.
2
Every time a job is completed: add it in the Jobs tab with amount, customer name, and completion date. Status = "Invoiced" once sent.
3
The CRM auto-creates Day 7, 14, 21 follow-up reminders for every unpaid invoice. Work those reminders every morning.
4
When a payment is received: mark the job "Paid" and log the transaction. This auto-updates the client's P&L.
3
Communication — Google Workspace or Outlook
$6–12/mo · Send emails as the client's business
▼
You need to send collections emails and follow-ups from an address that looks like it comes from the contractor's business — not from you personally. Set up a shared inbox for each client.
Two options
Option A (recommended): Client already has a Google Workspace or email — they add you as a delegated sender. You manage their inbox and send as them. Cost: $0 extra.
Option B: Client has no business email. Set up Google Workspace for them ($6/mo) as part of your onboarding. Bill it back to them or include in your plan price.
Option B: Client has no business email. Set up Google Workspace for them ($6/mo) as part of your onboarding. Bill it back to them or include in your plan price.
Collections follow-ups sent from "admin@[clientbusiness].com" have a 3x higher response rate than ones from a third-party address. Always send as the client's domain when possible.
4
Document storage — Google Drive
Free · Store signed contracts, photos, insurance docs
▼
Every client gets a dedicated Google Drive folder. This is where you store everything that could ever be needed to resolve a dispute, process an insurance claim, or answer a question.
Standard folder structure for every client
📁 [Client Name] — BON
📁 Contracts & Agreements
→ Signed service agreement (BON + client)
→ Client's contractor license
→ Certificate of insurance
📁 Jobs & Invoices
→ Invoice PDFs by month
→ Job photos (if provided)
→ Signed completion docs
📁 Collections
→ Email log exports
→ Dispute correspondence
📁 Financials
→ Monthly P&L reports
→ Bank reconciliations
📁 Contracts & Agreements
→ Signed service agreement (BON + client)
→ Client's contractor license
→ Certificate of insurance
📁 Jobs & Invoices
→ Invoice PDFs by month
→ Job photos (if provided)
→ Signed completion docs
📁 Collections
→ Email log exports
→ Dispute correspondence
📁 Financials
→ Monthly P&L reports
→ Bank reconciliations
5
Phone — Google Voice or OpenPhone
Free–$15/mo · Collections calls from a professional number
▼
For collections calls, you need a phone number that isn't your personal cell. Google Voice is free and works. OpenPhone ($15/mo) is better — it lets multiple people share one number, logs all calls, and has a desktop app.
Start with Google Voice. Upgrade to OpenPhone when you hire your first operator or VA. Never make collections calls from your personal number — it blurs the professional boundary and creates liability.
Total monthly software cost per operator
| Tool | Cost | Notes |
|---|---|---|
| Wave (invoicing + bookkeeping) | $0 | Free for unlimited clients |
| BON CRM | $0 | Included in BON operator license |
| Google Workspace (your account) | $6/mo | One account manages all clients |
| Google Drive | $0 | Included in Google Workspace |
| Google Voice | $0 | Upgrade to OpenPhone at $15/mo later |
| Total to start | $6/mo | Add $15/mo when you hire help |
Operations — Module 2
Client Onboarding — Days 1–30
The first 30 days make or break every client relationship. Follow this exactly. A smooth onboarding creates a client who stays. A rough one creates a client who cancels at month 3.
The onboarding goal
By Day 30 the client should feel like their back office is running on autopilot. They should have received their first clean invoice report, seen at least one collections follow-up go out automatically, and had a check-in call where you showed them their numbers. That experience is what converts a trial client into a long-term one.
Day 1 — Agreement signed. Clock starts.
1
Send the welcome email within 2 hours. Introduce yourself, confirm the plan, and tell them exactly what happens next. Set the tone that you are organized and on top of it from minute one.
"Hi [Name] — welcome to BON. I'm [Your Name] and I'll be running your back-office system going forward. Here's what happens in the next 5 days: today I set up your systems, tomorrow I'll need 30 minutes on a call to walk through your job and customer data, and by Friday your invoicing process will be live. Any questions before we start?"
2
Create their client folder in Google Drive. Use the standard folder structure from the software module. Takes 5 minutes.
3
Set them up in Wave. New business, import their logo, set up invoice template, add payment terms.
4
Add them to the BON CRM. Fill in all fields: plan type, start date, contract details, and primary contact.
Day 2 — The intake call (30 minutes)
This is the most important call of the relationship. You're gathering everything you need to run their back office independently — without having to ask them questions every time something comes up.
The 15 questions to ask on the intake call
▼
1
What's your average invoice amount per job?
2
How many jobs do you typically complete per month?
3
Who notifies you when a job is complete — you, foreman, or crew?
4
How do your customers prefer to pay — check, ACH, credit card?
5
What are your standard payment terms? (Net 15, Net 30?)
6
Do you work with insurance companies? If yes, what's the typical process?
7
What software have you used before — QuickBooks, anything else?
8
Do you have any open invoices right now? Can you send me the list?
9
What's the oldest unpaid invoice you have outstanding right now?
10
Who handles disputes if a customer refuses to pay?
11
What business bank account should payments be directed to?
12
What's the best way to reach you — call, text, or email?
13
What are your slow vs. busy seasons typically?
14
Is there a spouse or partner involved in the business finances I should know about?
15
What's the one thing you most want to stop worrying about after today?
Question 15 is the most important. Write down exactly what they say. Reference it every month in your check-in. It's your proof of value.
Days 3–5 — System setup
1
Import their existing customer list into Wave. Add every current customer with contact details.
2
Enter all open invoices into the CRM. Set status based on age — Current, 1–7 days, 8–21 days, 21+ days overdue.
3
Create the Day 7/14/21 follow-up reminder schedule in the CRM for every open invoice.
4
Set up their Google Drive folder. Add the signed service agreement.
5
Send the client a "your system is live" email confirming everything is set up and what to expect going forward.
Day 7 — First check-in
Send a brief text or email: "Hey [Name] — everything is live on our end. First follow-ups went out on your open invoices yesterday. I'll send you a quick summary on Friday of where everything stands. Any questions just reach out."
This message is about one thing: proving you actually started working. Most service businesses take your money and go quiet. You're proving you're different in the first week.
Day 14 — First report
Send your first weekly report. This is a 1-page PDF or clean email covering three numbers: total open AR, amount collected since onboarding, and jobs invoiced in the last 7 days.
The weekly report template — send every Friday
BON Weekly Report — [Client Name] — Week of [Date]
📋 Jobs completed this week: [X] jobs / $[X] invoiced
💰 Payments received this week: $[X] from [X] customers
⏰ Open AR: $[X] total — [X] invoices outstanding
🔴 Overdue (30+ days): $[X] — follow-up in progress
✅ Collections contacts made: [X] emails / [X] calls
Next week: [1 sentence on what you're focused on]
📋 Jobs completed this week: [X] jobs / $[X] invoiced
💰 Payments received this week: $[X] from [X] customers
⏰ Open AR: $[X] total — [X] invoices outstanding
🔴 Overdue (30+ days): $[X] — follow-up in progress
✅ Collections contacts made: [X] emails / [X] calls
Next week: [1 sentence on what you're focused on]
Day 30 — The first monthly review call (20 minutes)
This is the most important call of the first month. You're showing the client their results and setting the expectation that this call happens every month. It's also where you plant the referral seed.
1
Pull up the CRM client dashboard before the call. Know their numbers cold.
2
Open with their own words: "You said on day one that [their exact words from question 15]. Here's what the numbers look like after 30 days."
3
Walk through: total invoiced, total collected, average days to collect, overdue AR status.
4
Ask: "Is there anything about the way we're working together that I should adjust?" Listen. Fix it before month 2.
5
The referral seed: "One last thing — if you know another contractor dealing with the same back-office chaos you were dealing with 30 days ago, I'd love an introduction. We give you one free month for every client you send our way."
Operations — Module 3
Invoicing Operations
The single most important thing BON does is get invoices out fast. Every day of delay is a day of delayed cash flow. This module covers exactly how to do it — every time, without error.
The invoicing standard
Every completed job gets invoiced within 24 hours of completion. No exceptions. If a job is done on Tuesday at 4pm, the invoice goes out by Wednesday at 4pm at the absolute latest. Same day is the goal. This single standard is worth more to a roofing contractor's cash flow than anything else you do.
How you find out a job is complete
You're not on the job site. You need a reliable trigger. Set up one of these three systems with every client — in order of preference:
1
Text notification (best): Crew lead or foreman texts you "[Customer name] — job done" when they leave the site. You invoice within the hour. Simple, fast, works.
2
Daily end-of-day call/text from owner: Owner sends you a job completion list at end of each work day. You batch-invoice every evening.
3
Shared Google Sheet: Owner or crew updates a shared sheet with job completions throughout the day. You check it twice daily and invoice anything new.
How to create an invoice — step by step
1
Open Wave. Select the client's business.
2
Click Invoices → Create Invoice.
3
Select the customer from the dropdown. If they're new, add them first (name, address, email, phone).
4
Set the invoice date (today) and due date (today + payment terms, usually 15 days).
5
Add line items: service description, quantity, rate. Be specific — "Roof replacement — 24 squares, architectural shingles" is better than "Roofing services."
6
Add any photos of the completed work as attachments if the client provided them. This reduces disputes significantly.
7
Review for accuracy: customer name, address, amount, payment instructions.
8
Send via email. CC the client owner on the first few so they see you're working.
9
Log the job in the CRM: customer name, invoice number, amount, due date. Status = "Invoiced."
Invoice quality checklist — check every invoice before sending
☐ Customer name spelled correctly and matches their records
☐ Property address is the job site address (not billing address if different)
☐ Invoice amount matches what was quoted
☐ Payment terms are correct (Net 15 or per client's standard)
☐ Client's business name and logo are on the invoice
☐ Payment instructions are clear (check payable to, ACH details, etc.)
☐ Service description is specific enough to be defensible in a dispute
☐ Due date is calculated correctly
Common invoicing mistakes — and how to avoid them
Wrong customer address
▼
The job address and billing address are often different for insurance jobs. Always confirm which address to invoice to — the homeowner's address, not the insurance company. Ask the client in onboarding how they want this handled.
Vague service descriptions
▼
"Roofing services — $8,400" invites disputes. "Complete roof replacement — 28 squares, GAF Timberline HDZ architectural shingles, includes removal of existing roof and disposal — $8,400" does not. Get the scope from the client or their quote sheet during onboarding.
Sending from the wrong email
▼
The invoice should come from the client's business email or from Wave under their business name — not from your personal email or your BON email. Always check the "from" field before sending. If the homeowner sees an unfamiliar email, they may ignore it or mark it as spam.
Operations — Module 4
Collections Operations
Collections is where BON earns its money. Most contractors have zero follow-up system. You run a tight three-touch cadence on every invoice — automatically, without the client doing anything.
The collections standard
Every unpaid invoice gets a contact at Day 7, Day 14, and Day 21. Not when you have time. Not when the client reminds you. Every invoice. Every time. This consistency is the entire product. A contractor who ran "as needed" follow-up before BON will see their average days to collect drop from 35+ days to under 18 within the first 60 days.
The 3-touch cadence — word for word
Day 7
Friendly reminder
Sent via email from client's address
▼
Email subject
Invoice #[XXXX] — friendly reminder from [Client Business Name]
Email body
"Hi [Customer Name],
Just a friendly reminder that invoice #[XXXX] for $[Amount] for the roofing work completed on [Date] at [Address] is due on [Due Date].
If you've already sent payment, please disregard this message. If you have any questions about the invoice, feel free to reply to this email or call us at [Client Phone].
Thank you for your business!
[Client Business Name]
[Client Contact Name]"
Just a friendly reminder that invoice #[XXXX] for $[Amount] for the roofing work completed on [Date] at [Address] is due on [Due Date].
If you've already sent payment, please disregard this message. If you have any questions about the invoice, feel free to reply to this email or call us at [Client Phone].
Thank you for your business!
[Client Business Name]
[Client Contact Name]"
Tone: light, no pressure, assumes good faith. Most overdue invoices at this stage are just forgotten — not refused. This email gets a 60%+ response rate when sent within 24 hours of the 7-day mark.
Day 14
Second notice — add urgency
Email + phone call if no response to Day 7
▼
Email subject
Second notice — Invoice #[XXXX] — [Client Business Name]
Email body
"Hi [Customer Name],
This is a second notice regarding invoice #[XXXX] for $[Amount], which was due on [Due Date] and remains unpaid.
We'd like to resolve this quickly. Please reply to arrange payment or call [Client Phone] today.
If there is an issue with the work or the invoice, please let us know immediately so we can address it.
[Client Business Name]"
This is a second notice regarding invoice #[XXXX] for $[Amount], which was due on [Due Date] and remains unpaid.
We'd like to resolve this quickly. Please reply to arrange payment or call [Client Phone] today.
If there is an issue with the work or the invoice, please let us know immediately so we can address it.
[Client Business Name]"
Phone call script — if no email response
"Hi, may I speak with [Customer Name]? ... Hi [Name], this is [Your Name] calling on behalf of [Client Business Name]. I'm following up on invoice #[XXXX] for the roofing work at [address]. It was due on [date] and we haven't received payment yet. Is there anything preventing payment, or can we arrange something today?"
The phone call is important at Day 14. Many people will respond to a call who ignored the email. Always be professional and assume there may be a legitimate reason for non-payment before assuming refusal.
Day 21
Escalation notice
Email + call + flag for client review
▼
Email subject
URGENT: Invoice #[XXXX] — Payment required — [Client Business Name]
Email body
"Hi [Customer Name],
Despite two previous notices, invoice #[XXXX] for $[Amount] remains unpaid as of today, [Date] — now [X] days past due.
We require payment within 5 business days to avoid further action. Please call [Client Phone] or reply to this email immediately to arrange payment.
If you have a dispute regarding this invoice, please contact us in writing within 5 business days.
[Client Business Name]"
Despite two previous notices, invoice #[XXXX] for $[Amount] remains unpaid as of today, [Date] — now [X] days past due.
We require payment within 5 business days to avoid further action. Please call [Client Phone] or reply to this email immediately to arrange payment.
If you have a dispute regarding this invoice, please contact us in writing within 5 business days.
[Client Business Name]"
What to do after Day 21 with no response
At Day 21 with no contact, flag the invoice to the client owner. This is outside your normal process — the client needs to decide whether to pursue small claims, send a demand letter, or write it off. Your job is to escalate clearly and document everything. You are not a collections agency and cannot threaten legal action on their behalf without authorization.
Handling customer objections on collections calls
"I never received the invoice."
▼
"No problem at all — let me resend that right now while I have you on the phone. What's the best email address? [Resend immediately.] You should have it within the next few minutes. Is there anything preventing payment once you receive it?"
"I have an issue with the work."
▼
"I appreciate you letting me know — I want to make sure this gets resolved quickly. Can you describe the issue? [Listen and document everything.] I'm going to pass this directly to [Client Name] today so they can address it. They'll be in touch within 24 hours. Once the issue is resolved, we'd ask that payment is made within [standard terms]. Does that work for you?"
Never dismiss a quality concern. Document it completely, escalate to the client immediately, and follow up to confirm it was addressed. Unresolved disputes become uncollectable invoices.
"I can't pay the full amount right now."
▼
"I understand. Let me check with [Client Name] about a payment arrangement. Would a 50% payment today with the balance in [X] days work for you? [If yes: "Let me confirm that with the owner and call you back within the hour."]"
Never agree to a payment plan on the spot. Confirm with the client owner first — always. Some clients have specific policies on this. Your role is to facilitate, not authorize.
Operations — Module 5
Bookkeeping Operations
You don't need to be an accountant. You need to keep clean records so the client always knows their numbers — and so their actual accountant isn't cleaning up a mess at tax time.
What BON bookkeeping is — and isn't
You do: categorize transactions, reconcile accounts monthly, track income and expenses, send monthly P&L reports, flag unusual items.
You do NOT do: file taxes, provide tax advice, sign off on financial statements, or give accounting opinions. If a client needs a CPA, refer them to one. Your job is clean, organized books — not tax strategy.
You do NOT do: file taxes, provide tax advice, sign off on financial statements, or give accounting opinions. If a client needs a CPA, refer them to one. Your job is clean, organized books — not tax strategy.
The monthly bookkeeping cycle — do this the first week of every month
1
Reconcile all transactions (Days 1–3 of new month)
In Wave, go to Accounting → Reconciliation. Match every transaction in the bank feed to an invoice payment, expense, or transfer. Every transaction must be categorized. Nothing left as "uncategorized."
In Wave, go to Accounting → Reconciliation. Match every transaction in the bank feed to an invoice payment, expense, or transfer. Every transaction must be categorized. Nothing left as "uncategorized."
2
Verify all income is accounted for
Cross-reference Wave income entries against the CRM job list. Every marked-paid job in the CRM should show a matching payment in Wave. Flag any discrepancies immediately.
Cross-reference Wave income entries against the CRM job list. Every marked-paid job in the CRM should show a matching payment in Wave. Flag any discrepancies immediately.
3
Categorize expenses
Review all outgoing transactions. Standard categories for a roofing business: Materials, Labor, Equipment, Fuel/Vehicle, Insurance, Marketing, Software, Office/Admin. If unsure — flag for client, don't guess.
Review all outgoing transactions. Standard categories for a roofing business: Materials, Labor, Equipment, Fuel/Vehicle, Insurance, Marketing, Software, Office/Admin. If unsure — flag for client, don't guess.
4
Run the monthly P&L report
In Wave: Reports → Profit & Loss → select prior month. Review the numbers. Do they make sense given what you know about their business? Any unusual spikes?
In Wave: Reports → Profit & Loss → select prior month. Review the numbers. Do they make sense given what you know about their business? Any unusual spikes?
5
Send the monthly report to the client by the 5th
Include: total revenue, total expenses, net profit, outstanding AR, amount collected. One page. Clean. No jargon.
Include: total revenue, total expenses, net profit, outstanding AR, amount collected. One page. Clean. No jargon.
Transaction categories — standard chart for roofing
| Category | What goes here |
|---|---|
| Revenue — Roofing | All job payments received |
| Revenue — Insurance Supplement | Supplement payments from insurance companies |
| Materials | Shingles, underlayment, fasteners, flashing — anything on the roof |
| Labor — Subcontractors | Crew payments, subcontractor invoices |
| Labor — Employees | Payroll if they have W-2 employees |
| Equipment & Tools | Nail guns, ladders, safety equipment |
| Vehicles & Fuel | Truck payments, gas, maintenance |
| Insurance | General liability, workers comp, vehicle |
| Marketing | Door hangers, ads, website |
| Professional Services | BON fees, accountant, attorney |
| Office & Admin | Software, supplies, phone |
| Owner Draw | Money the owner takes out personally — NOT an expense |
Red flags — things to flag immediately to the client
🚩 Revenue is significantly lower than prior month with no seasonal explanation
🚩 A large expense you don't recognize and can't categorize
🚩 Payments going to unfamiliar vendors or individuals
🚩 Bank balance doesn't match what the books show after reconciliation
🚩 Multiple bounced or returned payments in the same month
🚩 Client asks you to categorize something in a way that seems incorrect
When in doubt — flag it, don't fix it. Your job is accurate record-keeping, not financial advice. One wrong categorization on taxes can create real problems. Always ask before guessing.
Operations — Module 6
Quality Control Standards
One mistake at the wrong moment — a missed invoice, a collections call that goes wrong, a bookkeeping error — can cost you a client. These standards prevent the mistakes that matter most.
The daily operating rhythm
Consistency beats intensity. A BON operator who does these five things every single workday will never have a client complain about something slipping through the cracks.
The daily 30-minute BON routine
8am
Check the CRM dashboard (5 min) — Look at today's reminders. What collections follow-ups are due today? What invoices are hitting the 7/14/21 day mark? This is your action list for the day.
8:10
Send today's follow-ups (10 min) — Work through every due reminder. Send the Day 7/14/21 emails. Log each contact in the CRM with date, method, and response (if any). Mark reminder done.
8:20
Process any new job completions (10 min) — Check your notification method (text, shared sheet, etc.) for new completed jobs. Invoice each one immediately. Log in CRM.
8:30
Check for payment notifications (5 min) — Any new payments in Wave? Update CRM status to "Paid." Log transaction in bookkeeping. Remove from collections queue.
Weekly self-audit checklist — do this every Friday
☐ Every completed job this week has been invoiced
☐ No overdue reminders sitting untouched in the CRM
☐ All payments received have been logged and marked paid
☐ Weekly report sent to every active client
☐ Any client questions or messages answered within 24 hours
☐ No invoices missing information (amount, due date, customer address)
☐ No client with 30+ day overdue AR without an escalation flag
Error recovery — what to do when something goes wrong
You sent an invoice with the wrong amount
▼
1
Void the incorrect invoice in Wave immediately. Do not just edit it — void it so there's a clean audit trail.
2
Create a corrected invoice with the right amount. Send it immediately.
3
Email the customer: "Please disregard invoice #[XXXX] sent earlier today — there was an error. The correct invoice #[XXXX-R] is attached. We apologize for the confusion." Then notify the client owner.
You missed a collections follow-up
▼
1
Send the follow-up immediately — even if it's a day late. Late is better than never.
2
Update the CRM with the actual date sent, not the due date.
3
If the invoice is now 30+ days overdue because of the missed follow-up, flag it to the client and take responsibility. Don't hide mistakes — address them directly and fix them fast.
A client is upset about something
▼
1
Respond within 2 hours. Speed of response is the single most important factor in client complaint resolution.
2
Listen completely before responding. Don't defend. Don't explain. Just understand what happened from their perspective first.
3
Say: "You're right — that should not have happened. Here's what I'm doing right now to fix it, and here's what I'm putting in place to make sure it doesn't happen again."
4
Follow through on what you said. Then follow up 48 hours later to confirm they're satisfied.
Capacity limits — know when to stop taking clients
The capacity rule
A solo BON operator can handle 8–12 active clients at a time while maintaining quality. Past that, follow-ups get missed, invoices go out late, and quality drops — which costs you clients faster than getting new ones.
When you hit 8 clients, start the process of hiring a VA or part-time operator. When you hit 10, stop taking new clients until you have help in place. Controlled growth beats fast growth every time in a service business.
When you hit 8 clients, start the process of hiring a VA or part-time operator. When you hit 10, stop taking new clients until you have help in place. Controlled growth beats fast growth every time in a service business.
Business Launch — Module 1
Market Research — Evaluating Your City
Not every city is the same opportunity. Before you spend time and money launching in a market, spend 2 hours evaluating it. This guide tells you exactly what to look for.
What makes a great BON market
Three things: enough active roofing contractors (50+ in metro area), a weather pattern that creates seasonal surge (hail, wind, storm season), and a mid-size city where contractors are reachable directly — not through layers of management. Oklahoma City is the model. Use it as your benchmark.
How to evaluate any US city — the 5-point check
1
Roofing contractor density
Search "[City] roofing contractor" on Google Maps. Count the results in a 30-mile radius. Target: 75+ active businesses. Under 40 is thin. Over 200 is competitive but rich.
Also check the state contractor license database. Search "[State] contractor license lookup" — most states publish this free. Filter by roofing. Count active licenses in your metro county.
Search "[City] roofing contractor" on Google Maps. Count the results in a 30-mile radius. Target: 75+ active businesses. Under 40 is thin. Over 200 is competitive but rich.
Also check the state contractor license database. Search "[State] contractor license lookup" — most states publish this free. Filter by roofing. Count active licenses in your metro county.
2
Storm and hail history
Go to riskfactor.com and enter the city. Check wind and hail risk score. Also search "[City] hail storm history" — local news coverage tells you how active the market is. Target: at least 1–2 significant hail events per year. The midwest and plains states (TX, OK, KS, CO, NE, IA, MO) are ideal.
Go to riskfactor.com and enter the city. Check wind and hail risk score. Also search "[City] hail storm history" — local news coverage tells you how active the market is. Target: at least 1–2 significant hail events per year. The midwest and plains states (TX, OK, KS, CO, NE, IA, MO) are ideal.
3
Average home value
Higher home values = higher roofing job values = higher invoices = more money per job to manage. Use Zillow to check median home value. Target: $180,000–$500,000 range is the sweet spot. Below $150K, contractors often do cash-only small jobs. Above $600K skews to custom work with different dynamics.
Higher home values = higher roofing job values = higher invoices = more money per job to manage. Use Zillow to check median home value. Target: $180,000–$500,000 range is the sweet spot. Below $150K, contractors often do cash-only small jobs. Above $600K skews to custom work with different dynamics.
4
Competition check
Google "back office service roofing [city]" and "roofing bookkeeping service [city]." If you find a direct competitor already running this exact model — that's actually a signal the market is viable. Two operators can coexist in a large metro. In a small market (under 500K population), first mover wins.
Google "back office service roofing [city]" and "roofing bookkeeping service [city]." If you find a direct competitor already running this exact model — that's actually a signal the market is viable. Two operators can coexist in a large metro. In a small market (under 500K population), first mover wins.
5
Roofing supply houses
Search ABC Supply, Beacon, and SRS Building Products locations in the city. The presence of multiple locations = a healthy, active roofing market. This also gives you your best relationship-building channel when you launch.
Search ABC Supply, Beacon, and SRS Building Products locations in the city. The presence of multiple locations = a healthy, active roofing market. This also gives you your best relationship-building channel when you launch.
Market scorecard — rate your target city
| Factor | Green (go) | Yellow (caution) | Red (avoid) |
|---|---|---|---|
| Active roofers in metro | 75+ | 40–74 | Under 40 |
| Hail events per year | 2+ | 1 | Rare |
| Median home value | $200K–$450K | $150K–$200K | Under $150K |
| BON competitors | None | 1 indirect | Direct competitor |
| Supply houses (ABC/Beacon/SRS) | 3+ locations | 1–2 | None |
Business Launch — Module 2
Legal Setup
You need three things legally before you take on your first client: a business entity, a service agreement, and a BON operator agreement. Everything else can wait.
Important disclaimer
This module provides general guidance only — not legal advice. Requirements vary by state. Before operating, consult with a local business attorney. Many offer free 30-minute consultations. The cost of one hour of legal advice is far less than the cost of operating without proper protection.
Step 1 — Form your LLC
An LLC (Limited Liability Company) separates your personal assets from your business. If a client dispute turns into a legal claim, your personal bank account and home are protected. This is non-negotiable before you take on paying clients.
1
Go to your state's Secretary of State website. Search "[State] LLC formation." File online — most states: $50–$150 fee, 1–5 business days.
2
Name your LLC. Recommend: "[Your Name] Business Services LLC" or a DBA (doing business as) under the BON brand once your operator agreement is signed.
3
Get an EIN (Employer Identification Number) from the IRS — free at irs.gov. Takes 5 minutes online. You need this to open a business bank account.
4
Open a business checking account. Keep it completely separate from personal finances. Every dollar in and out of BON goes through this account.
Step 2 — Your client service agreement
Every client signs a service agreement before you do any work. This protects both parties and defines exactly what you're responsible for. Key clauses to include:
Required clauses in your client service agreement
Scope of services: List exactly what you do — invoicing, collections, bookkeeping, job tracking. And exactly what you don't do — tax filing, legal advice, financial advice.
Payment terms: Your fee, billing date, late payment policy.
Minimum term: 3-month minimum, then month-to-month with 30-day notice to cancel.
Limitation of liability: Your liability is capped at fees paid in the prior 30 days. You cannot be held liable for business losses resulting from errors made in good faith.
Confidentiality: You will not share client financial information with any third party.
Access and authorization: Client grants you explicit permission to send invoices and make collections contacts on their behalf.
Dispute resolution: Any disputes resolved by arbitration in [your state], not litigation.
The authorization clause is the most important one. Without written authorization to contact third parties on the client's behalf, your collections calls could technically violate the FDCPA. The signed agreement is your legal protection.
Business Launch — Module 3
The 90-Day Launch Roadmap
Week by week from day zero to your first paying client — and beyond. Follow this sequence exactly. Every week has one primary goal. Don't skip ahead.
The 90-day goal
Three paying clients generating $2,500–$5,000/month in recurring revenue by Day 90. That's the benchmark. It's achievable with consistent action. The operators who miss it are the ones who spend weeks on setup and skip the sales work.
Weeks 1–2 — Setup and foundation
Primary goal: be legally and operationally ready to take a client
D1
Complete all modules in this training platform. Take the certification assessment.
D2
Form your LLC. Apply for EIN. Open business bank account.
D3
Set up your software stack: Wave, Google Workspace, Google Voice, Google Drive folder template.
D4
Sign your BON operator agreement. Get your territory confirmed.
D5
Have your client service agreement reviewed by a local attorney. Get it signed-ready.
W2
Build your target list: 50 roofing contractors in your metro using Apollo.io + state license database. Name, phone, email, company size.
W2
Visit your first supply house. Introduce yourself. Leave a one-pager. Build the relationship.
Weeks 3–4 — First conversations
Primary goal: book 3 audit conversations
W3
Start calling. 3 real conversations per day minimum. Use the SCRIPT framework. Goal: book audits, nothing else.
W3
Join 3 local contractor Facebook groups. Start engaging — answer questions, don't pitch.
W3
Visit second and third supply houses. Follow up with first supply house contact.
W4
Run every audit you've booked. Use the audit framework. Close or follow up within 24 hours.
W4
Send the one-pager to every "not now" and start your Day 4/10 follow-up sequence.
Weeks 5–8 — First client signed
Primary goal: sign client #1, start delivering
W5
Close your first client. Execute the onboarding playbook exactly. Day 1 through Day 7 as written.
W5
Keep calling. Don't stop because you have one client. Target: 3 conversations per day, same as before.
W6
Send client #1 their first weekly report. Schedule their Day 30 review call.
W7
Aim for client #2 signed. Onboard them in parallel with client #1.
W8
Run client #1's Day 30 review call. Plant the referral seed. Ask for a Google review.
Weeks 9–12 — Build momentum
Primary goal: 3 clients, $3,000+/mo, first referral
W9
Client #3 signed. You now have enough revenue to cover your basic operating costs.
W10
Review your operations. Are daily routines running smoothly? Any process gaps? Fix them now before scaling.
W11
Ask client #1 and #2 for referrals directly. Use the referral script from the onboarding module.
W12
Evaluate: what's working in your market? What's not? Adjust your pitch based on what you've learned from real conversations and clients. Report your results to BON HQ.
Business Launch — Module 4
Local Marketing Playbook
The same channels that work in OKC work in any city. The tactics are identical — only the specific names change. This module tells you how to adapt the BON marketing playbook to any market.
The local marketing principle
Your first 5 clients will not come from marketing. They will come from conversations. Marketing builds awareness at scale — you're not at scale yet. Do the calling, do the supply house visits, do the Facebook groups. Once you have 3 clients and real results, marketing starts to compound.
Channel 1 — Direct phone outreach (weeks 1–12, ongoing)
The same approach as OKC, adapted to your city.
1
Build your list: Apollo.io free tier filtered to roofing contractors in your metro, 1–10 employees. Cross-reference with your state contractor license database.
2
Call 7–8am or after 5pm local time. Owner answers, not a receptionist.
3
Use the SCRIPT framework exactly as written. Your opener: "Storm season is picking up — do you have someone running your invoicing and collections, or is that still landing on you?" This works in any storm-prone city.
Channel 2 — Supply house relationships (weeks 1–4, then monthly)
1
Find your local ABC Supply, Beacon, and SRS Building Products locations. These exist in virtually every US metro.
2
Walk in, ask for a sales rep (not counter staff). Introduce yourself as a back-office service for their roofing contractor customers.
3
Leave a one-pager. Ask: "Who are your busiest contractors right now — the ones who are growing fast but probably overwhelmed?"
4
Follow up monthly with a short visit or coffee. The relationship builds over time — don't expect an immediate referral on the first visit.
Channel 3 — Facebook contractor groups (start week 1, ongoing)
Search Facebook for: "[City] roofing contractors," "[State] roofing professionals," "[City] construction network." Join every relevant group. Follow this sequence:
W1–2
Join and observe. Don't post yet. Learn the culture and tone of the group.
W2–3
Start answering questions. Someone complains about chasing invoices? Reply with a helpful tip. Build your name before you build your pitch.
W4+
Post the engagement question: "Honest question for [City] roofers — do you know your actual margin on your last 5 jobs? Most guys don't." DM everyone who engages.
Month 2+
Post results (with client permission, no names): "One of the contractors I work with collected $11K in overdue invoices in their first 30 days of having a collections system. Here's what changed."
Channel 4 — Google Business Profile (set up week 2)
1
Claim your free Google Business Profile at business.google.com.
2
Category: "Business Management Consulting." Service area: your metro. Description: use your BON one-sentence pitch.
3
After your first client is happy at Day 30, ask them for a Google review. Five-star reviews with keywords ("roofing back office," "invoicing service") drive local search ranking.
Certification
BON Operator Certification
Complete all modules and pass this 20-question assessment to become a BON Certified Operator. You must score 80% or higher to pass. You may retake it as many times as needed.
What certification means
A BON Certified Operator has demonstrated that they understand the sales system, the operations playbook, the client onboarding process, and the quality standards well enough to represent the BON brand in their market. Certification is required before you take on paying clients under the BON name.