# Report Walkthrough Outline — 15 minutes

**Purpose:** a 15-minute call (or recorded walk) that walks the prospect through THEIR own audit: the findings we actually observed on their site, the fix list, and the $99.99 PDF offer. Built only from **verified facts** — never invent reviews, licenses, case studies, traffic, or revenue numbers.

**When to run it:** after the prospect replies with a real question or a "yes" (Negotiator books it), or any time they ask. The walkthrough can happen before a yes — it is how the prospect sees the findings. What does NOT happen before a yes: the payment link (drafted only, owner-approved) and the PDF itself.

## 1. Open (1 minute)

- Thank them for the time. State plainly what the report is: "a written audit of <Business>'s site — every issue I found, ranked by impact, each with a fix."
- Set the rule up front: everything in the report is something I observed on the public site or listings, dated and sourced. Nothing invented, no made-up numbers.

## 2. Their customer view (2 minutes)

- Describe what a customer experiences finding and contacting <Business> online, in plain language — the summary page of the audit.
- One or two sentences: "A customer on a phone finds you via Google, and then…" — state only what was observed (site loads or doesn't, booking path present or not, contact info visible or not).

## 3. Findings — walk the top 3 (5 minutes)

- Show the ranked findings list. Walk the top 3 out loud, each stated as: **finding (what I observed, with source + date) → impact (what it costs — calls, bookings, trust) → fix (the concrete action)**.
- Example: "Finding 1: no booking path — the phone number is plain text, not tappable on a phone (checked <URL>, 2026-09-07). Impact: a customer on mobile has to memorize the number and call later; many won't. Fix: make the number tap-to-call and add a 'Request service' button on the homepage."
- Do not read the whole list. The full list is the product — the PDF, $99.99.

## 4. The offer — $99.99, PDF after payment (3 minutes)

- State the offer exactly: **"The full report is $99.99 one-time — a PDF with every finding ranked by impact, one concrete fix each, and a next-steps page. PDF is emailed after payment. Nothing recurring, nothing auto-charged."**
- The payment link is never sent during the walkthrough — if they say yes, Negotiator records it and only then does Payment draft the owner-approved link (drafts only; the owner releases it).
- Optional, available on request: a 15-minute follow-up call if they've read the PDF and want help understanding a fix.

## 5. Next step (2 minutes)

One next step, they pick:
- **"Ready to buy"** → record the yes, pass to Payment, flag APPROVAL NEEDED to Lead. Remind them: PDF arrives after successful payment.
- **"Need to think"** → offer to hold the audit (findings keep) and agree when to follow up — real calendar, no fake deadlines.
- **"Not interested"** → thank them, stop the sequence. Easy opt-out honored.

## 6. Proof rules (do this, never this)

| Do | Never |
|----|-------|
| State findings as observations with source + date | Invent or imply a finding you didn't observe |
| Show the impact of real findings (missed calls, no booking path) | Invent traffic, revenue, or conversion numbers |
| Say "here's what I observed; you can check it yourself" | Claim awards, rankings, or case result numbers |
| Say the full list is the $99.99 PDF, delivered after payment | Show the full report or send the PDF before payment |
| Tag any unverified claim `VERIFY` and exclude it from the walkthrough | Present a guess as a checked fact |

**Bottom line:** every finding shown has a public source (site, Google profile, directory) checked on a named date. A walkthrough with five true findings beats one with nine unprovable ones — and it's the only kind we hand to a customer.