Source-derived protocol · Alex Hormozi
Menu Upsell Mini-Close
Open a service call by telling the customer what looks fine so they trust you, then name the specific items they probably need to take care of, offer a choice between them, and close by charging the payment method on file.
3 actions
Alex Hormozi's principle
The menu process for sales: step one is to unsell what the customer doesn't need to gain trust, and step two is to prescribe what the customer does need.
Alex Hormozi's example
- Hormozi describes Amanda, a repair-service seller, running the menu process: she welcomes the customer, compliments the property ('It looks great, your gutters look great, beautiful home that you got here'), unsells what's fine, prescribes what's needed, offers a choice, and closes with the card on file.
This is what the creator describes doing. It is not assigned to you.
Your version
3 total
Run a sales conversation that unsells what the customer doesn't need, prescribes what they do need, and closes on the card on file.
Unsell what the customer doesn't need before pitching anything: tell them specific items look fine and they probably have a couple years on them.
Their words · “Hey, looks like this is fine. Looks like this is it. You probably have a couple years on this. Don't worry about that.”
Recurring · on your cadenceDone when: The customer has heard which specific items look fine and that they don't need to worry about them.
Prescribe what the customer does need: name the specific items they should take care of.
Their words · “You don't need this. You don't need this. But what I am saying is you're probably going to need this and this and this.”
Recurring · on your cadenceDone when: The customer has heard the specific items you think they probably need to take care of.
Offer the customer a choice between the items they need, then close by charging the payment method already on file.
Their words · “Would you rather this or this? Great, you want to take care of that with the card you have on file?”
Recurring · on your cadenceDone when: The payment method on file has been charged for the item the customer picked.
Why it works
What Alex Hormozi says this builds. Their framing, not ours — every line links to where they said it.
Repairs are an overlooked, high-margin opportunity others cast aside
Alex says he loves opportunities where something has been cast aside by other people — no one wants to do that particular thing — but you orient a business so you can make really good gross profits on it. He floated the idea of Caleb doing only repairs and systemizing the living daylights out of it. He also notes that if a roofing business did everything minus replacement, the aggregate repair ticket should really be selling for like $2,500 to $5,000, and if the aggregate repair ticket can be raised to $2,000-4,000, it becomes an incredibly interesting business just from the sheer volume you can do and the reliability of revenue.
View in the full analysis →Overall growth plan: menu sell for ticket size, two VSLs, membership backend, D2D scale
Alex summarizes the overall growth plan: increase average ticket via the menu sell process, use two VSLs (one for the owner, one for Amanda), get recurring business on the backend with the membership credited toward repairs, and scale door to door. If you get the average ticket up to 2-4K via the menu motion and add the speed piece, the business can start doing 2-4 repairs a day — the equivalent of a full roof replacement a day.
View in the full analysis →High-volume service businesses offer stability and fewer cashflow constraints
Alex Hormozi explains that high-volume businesses are more stable because sales reps get more practice through shorter sales cycles, there is less administrative headache with insurance and delayed payments, and the business has basically no cashflow constraints — you just add more reps and that becomes the machine.
View in the full analysis →
Source-derived protocol
Based on “How I Would Build a $10M Service Business (If I Had to Start Over)” by Alex Hormozi.
- Source fidelity verifiedPassed · Oct 14, 2026
- Protocolability reviewedPassed · configurable template
- Editorially reviewedNot yet
- Supported by independent sourcesNot evaluated
Source fidelity means each creator-worded element was checked against the exact statements it cites. It says nothing about whether the approach works.