On this page: The free session
  1. The free session
  2. The signature method
  3. Curriculum preview
  4. Free session or the real thing?
  5. Call to book
Premeditated Sales Academy FREE

Mike will train your floor.
No charge, no contract.

One session, at your office, with your reps in the room. Mike Catoggio has been drilling salespeople for thirty years — he did it as a stockbroker, he did it building FreedInsure, and he has been doing it to Tino since Tino was seventeen. We bill on-site days at $3,500. This one is free, because the fastest way to show you what we do is to do it.

Call (917) 297-6993 What happens in the room
The doctrine
Champions drill. Amateurs improvise. The same playbook we install in consulting retainers Any industry, any product: if it's sold by humans, it applies. Same systems. The difference is who installs them.
The free session

What actually happens in the room

Not a seminar. Not a slide deck. Mike works your floor the way he works ours — and you watch him do it.

First

Tape, not theory

We start with real calls — yours, not a textbook's. Nobody learns anything from a stranger's opinion about selling. They learn from hearing the exact moment their own deal went sideways, with somebody in the room who can name why. The skill the tape exposes first is usually listening — the closer’s version of it, not the polite kind.

Then

One skill, drilled until it is boring

Not six things badly. One thing — an opener, a rebuttal, the close — run live, out loud, in front of the room, until it stops being a performance and starts being reflex. Champions drill. Amateurs improvise. How the drilling runs week to week — one-on-ones, team sit-downs, the scoreboard — is described in inside our sales training.

And

A number to keep score with

You leave with one metric your floor can be held to on Monday, and the reps leave knowing what it is. Training that is not measured is a morale event, and morale wears off by Thursday. Want a read on your floor before Mike gets there? The closer quiz scores how premeditated your selling already is.

The one condition

You are in the room

The owner or the sales manager sits in. Not to be sold — nothing is pitched during the session. It is because a floor does not change unless the person who runs it saw what changed, heard the same tape, and agrees on the number. Reps trained under a manager who was not there go back to exactly what they were doing before.

Afterwards

One offer, made once

At the end we offer you the free revenue diagnosis — we pull your numbers and hand you a written verdict on where the money is leaking. That is also free, and it is the only thing we will ask for. If the answer is that you do not need us, we say that out loud. That happens more than you would expect.

Why free

The honest reason

We have run this playbook on our own company and, under this name, nobody else's yet. We would rather earn the first proof than claim it. A day of Mike's time is cheaper for us than a year of advertising, and it is a great deal more convincing. Our prices are published for when you want the rest.

You book it by calling us — there is no calendar link for this one. Mike wants to hear the person running the floor before he commits a day, and if a sales organisation will not pick up a phone to arrange free sales training, that is usually the finding right there. Call (917) 297-6993.

Five a month. That is the cap, and it is arithmetic, not scarcity marketing. There are two of us, we bill on-site days at $3,500, and a free one is a paid one we did not run. Five is what we can give away and still be a business. When the month is full, the next one is booked for the following month — we would rather say that than quietly stretch the calendar and show up tired.

Rows of empty desks in a darkened sales office at night, striped by light from window blinds
The floor, after everyone has gone home
Why "premeditated"

Improvisation is where deals die

Top producers don't wing it. Every call is planned before it happens — the open, the questions, the rebuttals, the close, and the follow-up if it doesn't close today.

Planned, not memorized

A script isn't a cage — it's a flight plan. You know where the call is going before the prospect picks up, so nothing they say knocks you off course. Most of the damage is done long before the call connects — that is the argument in where most salesmen ruin their pitch.

Every objection pre-answered

"Let me think about it" shouldn't surprise anyone. We drill the rebuttals until the objection is handled before it's even raised. Handling the no is half technique and half temperament; the second half is the mental game of eating no for a living.

Numbers on everything

Contact rate, quote rate, close rate, follow-up count. When every step has a number, you know exactly which part of your game to fix. Working on your own game for now? How to get better at sales without a guru is the same method, self-serve.

Start with an honest baseline. The Closer Quiz scores your pitch, drilling, follow-up and numbers out of 20 and names the weakest of the four. Two minutes, no email, and it stings a little on purpose.

The signature method

The picture-painting approach

Both of our founders mastered sales the same way: people don't buy products — they buy the picture of their life after the purchase. The Academy teaches you to paint that picture deliberately, on every call. Where the method came from, and what it did to our own numbers, is in the picture-painting approach.

  • Discovery that finds the real pictureQuestions that surface what the prospect actually wants their situation to look like.
  • Framing the after, not the productFeatures tell. Pictures sell. You'll learn to present the outcome so vividly the product becomes the obvious bridge to it.
  • Closing on the pictureWhen the prospect can see it, the close stops being pressure and starts being the next logical step.
Selling the product"This policy has a $500 deductible." · "The system is 8.4 kW with a 25-year warranty." · "The package includes 12 sessions and a dashboard."
Painting the picture"Picture the worst week of your year — and the one bill that doesn't show up." · "Picture your August electric bill: zero." · "Picture your reps hitting quota without you chasing them."
The differenceOne is information. The other is a decision the prospect has already made in their head — you're just writing it down. Same method, any product.
Curriculum preview

What's inside the program

The same playbook we install in consulting retainers — structured into modules you work through with your team. Selling one product all day? The industry version of this curriculum is insurance sales training.

Call architecture & scripts

The premeditated call: opens, discovery, structure, and transitions. Build scripts that guide without sounding scripted. How it lands matters as much as what is in it — see conviction, tonality and enthusiasm.

Rebuttals & objection handling

The objection matrix: every "no" you'll hear, pre-answered and drilled until the rebuttal is reflex.

Speed-to-lead & follow-up

The cadence system: first contact in minutes, follow-up sequences that outlast the competition, and the CRM setup to run it on rails.

The picture-painting close

The founders' signature method, step by step — from surfacing the real want to closing on the picture instead of the price.

Running your numbers

Contact → quote → close → retention. Build your personal scorecard, find your own choke point, and fix your game with math instead of mood.

For owners: quotas, comp & accountability

Turn the playbook into a floor-wide standard — quotas, comp plans, dashboards, and the accountability rhythm that keeps reps producing. The hiring half of that job is how to spot a closer before you pay them.

Which one is for you

The free session, or the real thing?

Same operators. The difference is how far it goes. And if you have bought sales training before that did not survive the month, here is why most sales training does not stick.

The free session

One day, on us

For owners who want to see what we do before anybody talks about money.
  • One session at your office, no fee
  • Real tape, one skill drilled, one number to keep
  • The free revenue diagnosis offered at the end
Call (917) 297-6993
Consulting retainer

We install it with you

For owners who want operators embedded in the business.
  • Everything in the Academy, built for you, in your tools
  • We sit in on calls and adjust daily
  • Scoped to your business after the free diagnosis
See consulting

Put Mike in front of your floor.

One session, your office, no fee and no contract. We run five of these a month, and that is the whole number — there are two of us, and the day we spend with your team is a real day off our own calendar.

Call (917) 297-6993
Booked over the phone, not through a calendar link — Mike wants to hear you before he books the day. Fair warning: this is for floors that will do the reps.
Call (917) 297-6993