You know you're capable of closing more deals.
Let's work on what's getting in the way.
Group Performance Coaching · $497/month · Limited to 20 members
Join the Coaching WaitlistFree to join. Get notified when enrollment opens. No payment or commitment required.
Where are your appointments getting stuck?
You hear ‘we need more estimates,’ but you’re not sure what’s still unresolved.
You know your presentation, but struggle to connect it to what the homeowner actually cares about.
You leave one appointment frustrated—and carry it into the next.
Those are the situations we work on together.
Meet your coach
I know what it feels like to be capable of more.
I've spent about 12 years in construction and home improvement sales, closed over $50 million in deals, and I'm still selling.
I've been the top performer. I've also had stretches where I knew I had the ability but couldn't put it all together.
That experience shapes how I coach. We look at what's happening in your appointments, what's happening in your head, and what you can actually change.
Sometimes it's asking better questions. Sometimes it's slowing down and listening. Sometimes it's learning how to walk into the next appointment without carrying the last rejection with you.
Sales is an inside job. Your skills matter. So does the person using them.
12 YEARS / construction sales
STILL / actively selling
$50M+ / in deals closed
Client results
"Earned 45 grand in commissions last month alone."
"It's already paid for itself three or four times over."
"No better investment you can make for your career."
Dallas Leitz
Coaching client · 5-star review
Read more client reviews ↗How Group Performance Coaching works
Bring a real challenge. Leave with something to practice.
Each week, we connect the training to what’s happening in your appointments. You choose a specific skill to work on, practice it, and use what happens to guide your next adjustment.
01 / Bring the challenge
Bring a sales question or a situation you’re struggling with—discovery that stays on the surface, a price conversation that gets tense, or an objection you keep hearing.
02 / Work through it
We use weekly live group coaching and roleplay to work through real situations, explore what’s happening, and practice how to handle them.
03 / Take it into your appointments
Choose one skill from the training to focus on that week. Put it to work in your conversations with homeowners.
04 / Report back and adjust
Use the Performance Lab to share what you practiced, what happened, and where you got stuck. Bring those observations back into the coaching process.
Coaching takes place in a group. Members’ questions help shape the sessions; individual call or video reviews are not included.
One system. Two ways to work on it.
Choose how you want to improve.
Flagship membership 01 / Get coached on your performanceGroup Performance CoachingWork with Alfred in a weekly group setting to identify what’s holding you back, practice the skills you need, and make adjustments as you apply them. $497/mo
What's included
- Performance assessment + first 90-day roadmapIdentify your development priorities and establish a clear focus for your first 90 days.
- Weekly live group coaching + roleplayWork through real appointment challenges and practice how to handle them.
- Accountability + progress reviewsStay focused on what you’re practicing and reflect on what’s changing.
- Private Performance LabShare the skill you’re working on, how you’re applying it, and what you’re noticing in your appointments.
- Session replaysRevisit the coaching and practice points after the live session.
- Everything inside the $99/month communityAccess the self-paced training, Closer Toolbox, PDF guides, worksheets, and general community.
Limited to 20 members.
Coaching takes place in a group, with each member working on their own development priorities.
Join the Coaching WaitlistComing soon. Paid enrollment is not open.
02 / Learn the systemAZ Sales Standard CommunitySelf-paced training and a community of reps.$99per month
- 12-week Sales Methodology + Closer Toolbox
- Video lessons, PDF guides + worksheets
- General Community for questions and shared wins
No live coaching, Performance Lab, or individual assessments.
Get an email when the $99/month self-paced community opens.
Notify me about the communityBoth memberships teach: Discovery · Presenting · Objections · Closing · Confidence · Consistency.
Looking for Private 1:1 or team training?
Straight answers
Before you join.
Which membership is right for me?+
Choose Community for independent learning. Choose Group Performance Coaching for weekly coaching, roleplay, accountability, and help with your development priorities. Both are for construction and home improvement reps.
Is coaching group or private 1:1?+
Group coaching, with individual development priorities. Not private weekly 1:1 sessions. The room is capped at 20.
Is this a fixed 12-week program?+
No. Coaching is ongoing. The first 90 days are your development roadmap; the 12-week Sales Methodology is the self-paced training.
What is the Performance Lab?+
A private space for coaching members to share appointment challenges and ask for help. Your submissions help shape group sessions.
What will be ready at launch?+
Paid enrollment is not open yet. Before you’re asked to join, we’ll share the coaching start date, live session schedule, and the training and resources available on day one. We’ll also identify anything still in development so you know exactly what you’re joining.
What happens after I join the waitlist?+
You’ll receive an email when group coaching enrollment opens, along with sales tips and updates from Alfred. Joining the waitlist is free, requires no payment, and does not reserve a paid spot.
Your next appointment is a chance to do something differently.
Build the confidence, skills, and consistency to make the most of it.
Join the waitlist to hear when Group Performance Coaching opens.
$497/month · Limited to 20 members
Join the Coaching WaitlistJoining is free and doesn't reserve a paid spot.