Rules for every call (phone-and-email-angles.md)

One offer per call. Two offers is a menu, and a menu gets “send me some information,” which is a polite no.
Say the price on the first call. Every time. It is the fastest qualifier you have.
Say “I have an architecture background” — never “I am an architect.” Legal line, not stylistic.
Ask for the sample, not a meeting. “Can I send you the sample?” closes far more often. The sample is the meeting.
On a no: ask if you can send one link, thank them, hang up.
Cert-warning rows: open with the heads-up exactly as written in the row — the favor is the foot in the door.

Offer 1 — Project Page Rebuild — $850, 5 business days

“When a proposal goes out, does somebody rebuild the project sheets from scratch each time?” (let them answer — this is the whole call) “That's what I fix. I rebuild one project page for $850, five business days, and you get a matching one-page PDF from the same content that drops straight into your next SOQ. Can I send you a sample? One link, two minutes.”

Never comment on an outdated site — talk about the SOQ chore instead; the page comes along with it.

Offer 2 — Daylight Test Fit — $3,500, 10 business days

Only for rows with a sustainability signal, or K-12 / higher-ed / healthcare / civic work (rows marked daylighting or both).

“Most firms run daylight studies at construction documents, when the massing and glazing are already fixed. I run them at schematic design instead. $3,500, ten business days: sDA and ASE per space, glare at four critical views, three options compared, the LEED daylight credit mapped out.”

Disclose up front: “I am not a licensed architect and nothing I produce is stamped. I'm technical support to your team.”
Say on every Offer 2 call: “Most firms bill it through to the owner as a project cost rather than carrying it in overhead.”
If they won't buy Offer 2, fall back to Offer 1 on the same call.

Gatekeepers

“Morning, I'm trying to reach whoever handles the website and proposals. At a firm your size that's often the same person and sometimes it's you.”

If it's them, run Offer 1 on them directly. Otherwise get the name and best time, and call back at that time. Never say you're “following up on some information I sent.”

What counts as a win

1) They agree to the sample link. 2) The right person's name and a better time. 3) A specific internal problem, verbatim, in the notes. 4) A clear no — mark it and never call again.