Pitch Structure

Module 4 · Core Content

Frameworks & Lessons

Two proven pitch frameworks on the left, four tactical lessons on the right. Master both sides and every doorstep conversation has a skeleton to follow.

P.A.S. (Problem → Agitate → Solve)

Problem

Identify the homeowner's pain point. Ask questions to surface it: "Have you noticed your energy bill going up?" or "When was the last time someone checked your [system]?" Don't tell them their problem — help them discover it.

Agitate

Make the problem feel real and urgent. Quantify it: "Most homeowners on this street are overpaying by $80-120/month. Over a year, that's $1,400 just... gone." Don't scare them — make them feel the weight of inaction.

Solve

Present your product as the clear solution. Connect it directly to the pain: "That's exactly what [product] fixes. It locks in a lower rate and eliminates that overpayment starting month one." The solution should feel like relief, not a pitch.

The Value Equation

People don't buy based on price alone. They buy when perceived value exceeds the cost. The Value Equation has four levers:

Dream Outcome

What's the ideal result they want? Lower bills, better protection, beautiful home. Paint this picture clearly.

Perceived Likelihood of Achievement

How likely do they believe this will work? Use testimonials, neighbor examples, guarantees, and data to increase confidence.

Time to Result

How fast will they see the benefit? "You'll see the savings on your very next bill" beats "over the course of the year." Shorter time = higher value.

Effort & Sacrifice

How much hassle is involved? "We handle everything — permitting, install, activation. You don't lift a finger." The lower the effort, the higher the value.

4.1 The 4-Part Doorstep Pitch Flow

You won't give a full presentation on the doorstep. You need a condensed version that gets to the point in under 90 seconds.

Hook (10 sec): Pattern interrupt + reason you're there
Pain (20 sec): Surface the problem with a question or stat
Value (30 sec): What you do and why it matters to them specifically
Bridge (15 sec): Transition to the next step — "Can I show you?" / "Let me pull up your home."

4.2 Questions That Control the Pitch

The person asking questions controls the conversation. Strategic questions guide the homeowner to the conclusion you want — without telling them what to think.

Discovery: "When was the last time you looked at your [bill/rate/system]?"
Pain amplifier: "What would you do with an extra $100/month?"
Tie-down: "That makes sense, right?"
Assumptive: "Would mornings or afternoons work better for the install?"
Isolator: "If price wasn't a factor, is this something you'd want?"

4.3 The Value Stack

Before you say the price, stack everything they're getting. The goal is to make the price feel like a fraction of the value.

Name each component of the offer separately
Attach a dollar value to each component if possible
Use phrases like "included at no extra cost" and "on top of that"
Build the stack to 3-5x the actual price before revealing it
Then: "And all of that — everything I just mentioned — is just [price]."

The Golden Rule of Pitching

Talk about what they get, not what you sell. "You'll save $1,200/year" beats "Our product is state-of-the-art." Benefits over features. Outcomes over specifications. Always.