THE SHORT ANSWER The free revenue diagnosis is a thirty-minute working call. We walk through four areas — lead flow, conversion funnel, offer, and team — do the math out loud, name the choke point, and put a monthly dollar figure on it. You leave with a graded scorecard either way, and one honest verdict of three, including "you don't need us."
Everything on this site funnels to one button: the free revenue diagnosis. So it's only fair to show you exactly what's behind the button — minute by minute, no mystery, no "discovery call" theater. Here's what happens when you book, what you'll be asked, what you'll leave with, and the three honest ways the call can end.
Before the call: what to have handy
You don't need to prepare a presentation. Rough numbers beat polished guesses, and "I don't know" is a finding, not a failure. Useful to have within reach:
- Monthly lead or marketing spend, and where it goes (ads, purchased leads, referral sources)
- A rough close rate — quotes or appointments to sales
- Team size and who actually touches a lead, in what order
- Average revenue per client, and whether any of it recurs
Can't produce any of that? Come anyway. Not knowing your numbers is finding number one, and it's more common than anyone admits — most owners we diagnose are running on feel, which is precisely why the choke point has survived this long.
The first ten minutes: the four areas
We work through the same tear-down every time — the four places a revenue choke point hides:
- Lead flow: volume, cost, and quality by source. What a conversation costs you, and whether it's the right conversation.
- Conversion funnel: speed to first contact, follow-up depth, close rate — where prospects go quiet and whether anyone noticed.
- Offer: why people aren't buying, or only buy on price. If every call becomes a discount negotiation, the problem isn't the closers.
- Team: who's producing, who's coasting, and whether anybody can tell the difference from the data.
This isn't an interrogation — it's the same instrument panel we flew our own agency on. You talk, we do live math, and the picture assembles fast because the leaks are never original. We've seen every one of them before, usually in our own P&L first.
If you want to run the first pass yourself before booking anything, the revenue leak quiz asks ten questions across the same ground — lead flow, speed, follow-up, close, retention — and tells you which of the five is your weakest. It takes two minutes and there's no email gate. It won't price the leak the way a call does, but it will tell you which direction to look.
The middle: finding the choke point, out loud
Somewhere around minute fifteen, the math starts pointing. Maybe your leads are fine but they sit for three hours — a speed problem wearing a lead-quality costume. Maybe contact is strong but everything dies at the quote — a drilling problem. Maybe the whole funnel works and the business is simply under-priced. We do this reasoning out loud, on the call, so you can check our logic in real time — and we put a monthly dollar figure on the leak, because "your follow-up is weak" is an opinion, while "your abandoned quotes are worth roughly X a month" is a decision-making tool.
What you leave with: the scorecard
Every diagnosis produces the same artifact, and it's yours regardless of what happens next: the four areas graded, your five performance numbers as best your data allows, the choke point named and priced, and the first fix we'd make — specific enough that you could hand it to your team Monday morning and start without us. That's deliberate. The scorecard is the audition: if the thinking on the free call isn't obviously worth money, you shouldn't pay for more of it.
The three ways the call ends
- "You don't need us." It happens, and we say it plainly — the machine is sound, or the fix is one thing your team can do alone. You keep the scorecard; we part friends. (Those owners tend to come back years later, which is its own business model.)
- One fix. A single choke point worth a scoped engagement — a training block, a follow-up build, an ad-account rewire. Small, priced against the leak, measured on the scoreboard.
- The full engagement. The leaks are systemic and you want operators embedded — a retainer scoped to the nature and extent of the work, or the Academy if you'd rather install the playbook yourself.
Why it's free — the honest version: partly it's the audition; showing beats telling. Partly it's Mike's oldest rule: drips become puddles — some of today's scorecards become next year's engagements, and we're patient. And partly it's that we watched a firm pay $40,000 a month for generic advice, and decided the diagnosis — the part everyone else charges for before proving anything — should cost nothing. The verdict pays for the model.
Who gets the most out of it
The diagnosis works for any business where revenue depends on leads, calls, and closers — it's industry-wide by design, from insurance floors to law firms to contractors to B2B teams. But three profiles get outsized value: the plateaued owner who's been stuck at the same revenue for four quarters and has stopped believing the next tactic will fix it (the choke point is almost always findable, and it's almost never what they guessed); the spender whose lead and ad budgets keep growing while cost per customer quietly grows faster — the chain read usually pays for itself in the first budget decision it changes; and the pre-exit owner thinking about selling in the next couple of years, because every leak we find is simultaneously an income fix and a multiple fix. If you recognize yourself in any of those three, the thirty minutes has unusually good odds of being the highest-leverage half hour of your quarter.
Straight answers
About thirty minutes. Longer if your numbers get interesting and you want to keep going — we're not watching a clock, we're finding a choke point.
It's a working session that ends in a verdict. One of the three verdicts is "you don't need us," and we deliver it when it's true — because a client who shouldn't have hired us becomes a refund, a review, and a reputation problem. The diagnosis only works as a model if the verdict is honest.
Then the first fix is measurement, and we'll show you exactly what to start tracking and how — usually an afternoon of CRM setup. You can't fix a machine you can't see; the diagnosis handles the "seeing" part either way.
