Steady Hands LLCField Playbook
Buyer Personas
Know who you're calling before you dial. Each persona is built on the industries we actually serve — anchored by real Steady Hands clients. Personas prepare you; discovery decides. Every person you reach is an individual first.
Sixty seconds of preparation turns a generic dial into an informed conversation. Then the moment they speak, the persona goes quiet and the listening takes over (Ch 4).
| Persona | Real Client Anchor | How You Use It |
|---|---|---|
| Cleaning Services | Sheyla's Pro CleaningReal Client | Industry match: "We work with cleaning companies…" |
| Salon & Beauty | Studio 47 Hair SalonReal Client | Industry match: "We serve salons like Studio 47…" |
| Landscaping | DF LandscapeReal Client | Industry match: "Landscaping companies like DF…" |
On a job by 8am. Phone in the back pocket — every call is an interruption to work in progress. Missed calls = missed bookings they'll never know about.
Quoting new jobs, chasing callbacks, posting in local Facebook groups for leads. Quote requests arrive as texts and voicemails — scattered across two phones sometimes.
"How many quote requests a month do you think you miss — people who searched, found someone else, and never called you? … And what's a typical job worth — a move-out clean, say? … So [missed jobs] × [$X] — that's roughly what's walking past you monthly. Your rough number, not mine."
Then the seasonal angle (TCI-T): "Move-out season and spring cleans — when do you WANT the extra bookings lined up by?"
| Signal | Fit | The Question That Confirms |
|---|---|---|
| Fixed service list, prices set yearly | Standard — $20/mo | "Do your services and prices change often, or pretty stable?" |
| Runs seasonal promos, updates checklists & pricing | Backend — $30/mo | "How often do you update your service list or specials?" |
| Wants to post client reviews as they come in | Backend — $30/mo | "Would you want to add reviews yourself as they land?" |
"Hi [Name] — [Name] from Steady Hands, web design and hosting for local businesses. I was looking at cleaning services in [area] — most of the ones that come up first in a Google search have a website with their services and pricing listed. I couldn't find yours. Did I get that right, or is there a site I missed?"
Why: names the exact comparison moment (the search), uses their vocabulary (services and pricing listed), and opens discovery instead of pitching.
"That's real business — and it's working for you. The gap is the people who don't know to look for you there: new residents, new landlords, anyone who starts on Google. Your site wouldn't replace referrals — it would catch everyone the referrals miss. Fair way to think about it?"
Why: honors the status quo first (LACE-A), then frames the site as a net UNDER the existing channels — not a replacement.
"Love that — genuinely. Two quick thoughts: is that every month, or does it dip? … And when it's full, does the site still earn its keep? Most owners tell us the phone-answering alone — hours, pricing, what's included — pays for the peace of mind. If you're truly full year-round, I'll be the first to say a website isn't urgent."
Why: the honest "not urgent" escape (TCI both-sides ethics) is what makes everything else you say believable — and the tax-season dip question usually opens the door.
"Some of them, sure. Quick test though: the last three NEW clients — where exactly did each come from? … [listens] … Interesting — so some do come from searching. That's the slice the site grows. And the ones who find you through referrals? First thing they do is look you up to check you're legit."
Why: turns an opinion into data (their own last three clients) — the CGP method applied to the objection itself.
Every minute off the chair is unpaid. Yet the phone rings all day: "How much for a cut?" "Are you open Saturday?" "Do you do color?" — each one stops a service.
Their work LOOKS amazing on Instagram — but new residents searching "salon near me" on Google never find it. And DMs don't show services, prices, or availability at a glance.
"How many new clients a month would make a real difference — three, four? … And what does a first visit usually run — cut, maybe color? … So that's roughly [$X] per new face. If even two of those a month started finding you instead of the other salons — what does that do over a year?"
"And the interruption calls — how many during appointments on a busy day?"
The double Gap: salons uniquely have TWO costs of inaction — lost new clients AND lost service time to interruptions. Quantify both; the second one often lands harder because they live it daily.
| Signal | Fit | The Question That Confirms |
|---|---|---|
| Price list updates with trends & seasons | Backend — $30/mo | "How often do your prices or services change through the year?" |
| Wants to post new work / client transformations | Backend — $30/mo | "Would you want to update photos yourself as you do new work?" |
| Stable service menu, simple presence needs | Standard — $20/mo | Only if update frequency is genuinely low — confirm, don't assume |
"Hi [Name] — [Name] from Steady Hands. We build websites for local salons — actually, a salon like yours is one of our clients. I noticed most salons showing up first when people search in [area] have their own site with services and prices. Yours is on Instagram — which looks great — but I couldn't find a website. Am I right, or did I miss one?"
Why: compliments the Instagram honestly (it IS their portfolio), then names the gap precisely — Google search invisibility. The Studio 47 mention builds instant credibility for this persona.
"And it's genuinely good — that's where your work shines. Here's the piece it can't do: when someone new to the area types 'salon near me,' Instagram doesn't show up — websites do. Think of it this way: Instagram is for people who already follow you. The site is for the ones who don't know you exist yet. Both together is the full picture."
Why: never fight their love for Instagram — position the site as the missing half, not the replacement. "Rented land vs. owned address" (Ch 2) works well here.
"So every booking runs through you personally — even on your day off? … That's exactly it. The site answers hours, prices, and services for you around the clock — the DMs that stay are the actual conversations, not the 'how much is a cut?' ones. How would a Tuesday look without those?"
Why: the operational value hits hardest here — every DM-answered-by-the-site is an uninterrupted service. Let them do the day-off math.
"Then let's keep this simple: $100 once — that's the whole build. The hosting is $20 a month, everything included, and you can move plans or step back whenever things shift — that's the official policy, not a sales line. Against the two-to-four new clients a month you said would matter… does the math work?"
Why: income fluctuation is a REAL constraint — acknowledge it, present the flexibility policy honestly, and let their Gap math answer. Never pressure a fluctuating-income owner.
Up at dawn, jobs back-to-back through the heat. Homeowners stop them mid-work: "Do you do design?" "Can you quote my yard?" — each conversation costs route time.
Bigger jobs — designs, installs, contracts — go out as bids. Homeowners collecting three quotes compare them that evening… and the landscaper with no website, no gallery, no reviews online loses credibility before the call.
"Out of the bids you send — how many do you feel you lost because the other guy had a site with photos and reviews? … And what's a typical design or install bid worth when it lands? … So even [X] extra bids a year at [$Y] — that's the number. Your estimate, your call."
"And the winter months — how thin do bookings get?" (the Ch 10 Tom window)
The bid-credibility angle: for this persona the site isn't lead-gen first — it's a bid-support tool. The gallery and reviews close the bids they're already losing. That reframe opens ears.
| Signal | Fit | The Question That Confirms |
|---|---|---|
| Fixed service list, mow-and-maintain focus | Standard — $20/mo | "Your services pretty steady, or do they shift with the seasons?" |
| Seasonal service changes, growing project gallery | Backend — $30/mo | "Would you want to add finished-project photos yourself after each job?" |
| Runs seasonal offers (aeration, cleanups, lighting) | Backend — $30/mo | "How often do you rotate seasonal services?" |
"Hi Tom — [Name] from Steady Hands, websites for local businesses. Quick context: when a homeowner collects three landscaping bids, that evening they usually look all three companies up online. If two have sites with project photos and reviews and one doesn't — who feels safer to hire? … That's the whole reason I'm calling: we work with landscaping companies — DF Landscape is a client — and I wanted to see if that gap exists for you too."
Why: leads with the bid-evening scenario — the exact moment this persona loses money. The DF Landscape mention lands as proof we know the trade.
"Which is exactly why this works — you never touch a computer. We build it, host it, maintain it, support it — $100 once and $20 a month. The only thing you'd ever do is maybe send me photos of finished jobs. The site works the routes so you don't have to."
Why: "done for you" is the entire value proposition for hands-on trades. Zero tech expectation, stated plainly.
"Completely fair — summer IS the crazy season. So here's what I'd suggest: we talk in [November/your slow window]. You tell me when your planning season starts, I'll call then — and not before. Sound fair?"
Why: the Agenda answer (Ch 5) gets scheduled, not overcome. This literally sets up the Ch 10 "November Call" — the kept promise becomes the warmest re-engagement in your pipeline.
"Repeats are the best business — no argument. Two gaps though: the new homeowners moving in who search before they ever see a truck, and the bids you're losing on presentation. Your repeat base doesn't shrink — the site just catches what the route can't reach. Worth ten minutes to see if the gap's real?"
Why: same structure as the cleaning objection — net UNDER the existing engine, not a replacement. New-homeowner searches are the sharpest angle here.
The three anchor personas cover our current client base. These four expansion profiles cover the broader local market you'll dial into — lighter treatment, same method: hypothesis on the call, verification in discovery.
| Persona | Top Pain | Lead Value | Plan Lean | Season Window |
|---|---|---|---|---|
| Cleaning | Invisible in searches; lost move-out jobs | Operational | Standard | Pre-spring & summer move-outs |
| Salon | Interruptions + search invisibility | Operational + Emotional | Backend | Pre-holiday & pre-spring |
| Landscaping | Losing bids on presentation | Strategic | Either — ask | Winter planning (Nov call) |
| Trades | Invisible in emergency searches | Financial | Standard | Year-round; pre-storm awareness |
| Auto | Burned-before trust gap | Trust first | Standard/Backend | Pre-holiday detailing |
| Food | Stale/missing menu online | Operational | Backend | Slow afternoons; pre-holiday |
| Pet/Personal | Trust + new-resident capture | Emotional | Backend | Pre-holiday & summer |