Stop Losing Deals You Should Be Winning
Under 40%?
You're leaving money on the table.
🚀 Launching October 2026
Apply to Join the Founding Cohort and be the first to know when enrollment opens.
Nobody taught you to sell. They taught you to close.
Think about every sales training you've ever done. Every script, every objection handler, every closing technique. What was it all designed to do?
Get the homeowner to say yes. As fast as possible. No matter what.
And if they didn't say yes? Handle the objection. Reframe the price. Create urgency. Try another close. Keep going until they either sign or tell you to leave.
That's not selling. That's pressure. And deep down, you've always known it.
The home improvement industry has a dirty secret.
Most of the techniques being taught to in-home sales reps — the ones passed down from manager to rep, from training video to training video, from old-school closer to new recruit — are built on manipulation. Not malice. Most of the people teaching them genuinely believe they work. But they work by wearing the homeowner down, not by helping them make a great decision.
You've felt it. The moment a homeowner goes cold. The silence after you've run your third close. The "we need to think about it" that you know means they're never picking up the phone again. The deal you lost and couldn't explain why — because the conversation felt fine right up until it didn't.
That feeling is your integrity telling you something is wrong.
It's not your fault. But it IS your problem.
You didn't invent these techniques. You were handed them. By managers who were handed them by their managers. By an industry that has normalized a way of selling that most reps wouldn't want used on their own family.
If someone you loved was sitting on a sofa being run through the same closing techniques you use every week — would you be proud of what they were experiencing?
That's the question the Pathfinder System starts with. And it's the question that changes everything.
There is a better way. And it closes more deals.
The Pathfinder System doesn't replace manipulation with passivity. It replaces it with something far more powerful — genuine connection, deep discovery, and the kind of honest conversation that makes homeowners feel understood rather than handled.
Reps who learn this system don't just close more deals. They enjoy selling again. Homeowners don't just say yes — they refer their neighbors, come back for the next project, and remember the rep who was different from everyone else they spoke to.
That's what's possible when you stop trying to close and start trying to help.
In just two months working with Zach Basner at The Question First Group, our sales team has hit multiple record weeks in a row. Close rates are up, average sale is up, and we’re only getting started. This approach is unlike anything else in our industry…we’re pioneering a new way to sell in the home improvement space.
Prep the Buyer
Set the Conditions
Principle 7
Proactively Prevent Predictable Problems
90 minutes · Live
With a Certified Pathfinder Coach
Diagnose Your Challenges
Every session is built around participation, not observation. Your coach isn't lecturing — they're working with you and your peers on the real challenges you're facing in real homes right now.
Breakout sessions give you space to practice with your peers, work through scenarios together, and get feedback from people who understand exactly what it's like to sit on a homeowner's sofa and try to close a deal worth tens of thousands of dollars.
By the end of every session, you leave with something specific to do differently in your next consultation. Not a general idea — a concrete action.
The people in your sessions are remodelers, window and door reps, landscapers, pool builders, and roofing professionals — all navigating in-home consultations, all trying to close more deals, all learning the Pathfinder System at the same time as you.
When someone asks a question you hadn't thought of, you benefit. When someone shares a scenario that sounds exactly like your last lost deal, you learn from it. When someone has a breakthrough, you feel it too.
That's what a great group coaching experience does — it makes everyone in the room better, not just the person the coach is directly working with.
Life happens. Some weeks you'll make both sessions. Some weeks you'll make one. The structure is designed so that consistent attendance — even if not perfect attendance — keeps you moving forward.
Because the program is built around the Pathfinder System curriculum, each session has a clear focus. Miss one and you're not lost — you pick up where you are and keep going.
The goal is simple: show up as often as you can, do the work in between, and trust the process. The reps who get the most out of this program aren't the most talented — they're the most consistent.
ET: 2pm
/ PT: 11am
01
You Become a Pathfinder in Home Improvement Sales
Every consultation opens with The Honest Agreement — you set the conditions for truth and trust from minute one
Your discovery goes three layers deep — uncovering urgency, emotion, and impact before you ever talk solutions
"I'll think about it" stops being the answer you dread — because you've already addressed the conditions that create it
02
03
The Pathfinder Way Becomes Part of Who You Are
The Pathfinder System stops being something you learned — it becomes how you think in every high-stakes conversation
You don't have to remember the frameworks — they become instinct
You carry these skills into every role, every company, and every conversation for the rest of your career
The way you listen, question, and lead buyers becomes your professional identity — not just your technique
You stop being a sales rep who knows a system. You become a Pathfinder.
That's not a training outcome. That's a transformation.
A dedicated session at the start of your program — so that you can quickly orientate yourself, diagnose your biggest challenges, identify your goals, and get crystal clear on what success looks like for you before your first coaching session begins.
90 Minutes with a Certified Pathfinder Coach Two live group coaching sessions available every week across US time zones — so that you are accountable to taking action, doing the work, and getting the help you need exactly when you need it. Miss a session? Another one runs the same week.
Every Single Session Less than 5% of sales reps role-play weekly. Every Pathfinder coaching session includes real, structured role-play — so that you can shift from learning something new to actually practicing it. Learn it in the morning. Use it in your sales appointment in the afternoon.
Submit recordings of your real sales appointments for review — so that you can get pointed, specific feedback on exactly what’s happening in your consultations, identify what to fix, and improve faster than you ever could on your own.
Monthly Number Reviews Every month, you and your coach review the numbers that matter: your closing rate, your average deal size, and your total sales revenue — so that you can see clearly how the Pathfinder System is impacting your results and hold yourself accountable to real progress.
Videos, frameworks, tools, and resources available whenever you need them — so that you can make progress between your coaching sessions and go as fast as you want to go.
A dedicated workbook for every principle and framework in the Pathfinder System — so that you can follow along in real time during sessions and work through each framework in your own time between them.
Purpose-built AI tools that help you craft your own sales talking points and practice in the field — so that you can take the Pathfinder System with you wherever you go and never walk into a sales appointment unprepared.
Immediate access from the moment you join — so that you can start making real progress right away, long before your first coaching session begins.
You’re not learning alone. You’re in a room with other reps navigating the exact same challenges — so that you can learn from each other, share your wins and your stucks, and get help from people who understand exactly what it’s like to sit on a homeowner’s sofa and try to close a deal worth tens of thousands of dollars.
If you show up, do the work, and implement the Pathfinder System into your sales appointments — and your closing rate hasn’t improved significantly after 180 days — we’ll buy the program back from you in full. No awkward conversations. No small print. We haven’t earned your money, and we’ll give it back.
For seven years, I sold swimming pools in people's homes. At the time, I thought I was a pretty good salesperson.
Looking back… I wasn't.
I was friendly. I knew my product. I built rapport. I'd ask a few questions, walk the yard, take measurements, present my recommendation and try to close the deal. Sometimes I'd win. A lot of the time I wouldn't.
Like most in-home sales reps, I assumed I needed to become better at closing. Years later, I realized I'd been trying to solve the wrong problem. I wasn't losing deals because I couldn't close. I was losing them because I never truly understood the people sitting across the table.
I wasn't discovering the fears, the frustrations, the dreams, or the vision that was actually driving the decision. And because I didn't know those things… I was presenting solutions to problems I didn't fully understand.
One thing had always bothered me about sales. I never wanted to manipulate people. I never wanted clever closing tricks or pressure tactics. I wanted homeowners to feel understood — confident they were making the right decision, not because I'd talked them into it, but because together we'd uncovered what was genuinely best for them.
I just didn't have a process that showed me how. So I went to work — question by question, conversation by conversation.
That journey eventually became the Pathfinder System. It's the system I wish someone had handed me when I was twenty-five. Because I know how many deals I would've won… if I'd understood then what I know now.
He was one of you.
Now he's built the system he wishes he'd had.
World-Class Coaches.
Real Home Improvement Expertise.
At first there was resistance from the sales team, because there’s a lot of pride in their process, so anything new can be viewed as a threat. There was a lot of we just redid our process, we love the direction we’re going, we don’t need Pathfinder, we don’t need this. But after the third or fourth session, there was this moment of unanimous wow, that was awesome, this is good stuff. I could see the shift. Pathfinder is not trying to change our process or make us someone we’re not. It’s introducing principles we can employ within our already existing process to connect with our clients at a level we never had before. That’s where the buy-in came, and we’ve never been a better sales team than what we are now.
paid upfront
6 months access
paid upfront
12 months access
This is the first cohort of the Pathfinder Home Improvement Sales Program — the first dedicated sales coaching program we've ever built specifically for in-home sales reps in the home improvement industry.
This program is designed to increase your closing rate by up to 20% and transform how you sell. Now we want to prove it — with data, with real reps, and with real results that we can share with the world.
We're inviting 50 home improvement sales reps to join the founding cohort of Pathfinder Group Coaching at a significantly reduced investment. In exchange, you commit to the program — the sessions, the work, the implementation — and you let us track what changes.
For six months, your coach will work with you closely to implement the Pathfinder System into every sales appointment. Together, you'll track three numbers every month:
At the end of six months, if the program has done what it's designed to do — and you've held up your end — we'll ask you to share your story. Not a polished testimonial. A real, honest account of where you started, what changed, and what your numbers look like now.
That story helps us prove to tens of thousands of home improvement sales reps across the industry that a better way of selling exists. And it started with you.
Where You Are Now
With Pathfinder Training
The Pathfinder System is built on one promise: if you do the work, your closing rate will improve. We're so confident in that, we're prepared to back it with a guarantee most coaching programs won't go near.
Here's what we're committing to:
If you're 180 days into the program and you haven't seen a significant increase in your closing rate — and you have shown up to your coaching sessions, completed the work between sessions, and genuinely implemented the Pathfinder System into your sales appointments — we will either continue working with you at no additional cost until you do see that result, or we'll buy the program back from you in full.
No awkward conversations. No small print. No hoops to jump through.
The only condition is that you show up.
Show up to your sessions. Do the work. Implement what you're learning in your actual appointments. If you do those three things and the system doesn't move your closing rate by up to 20% — we haven't earned your money, and we'll give it back.
I’ve worked with many sales training companies, but none compare. This isn’t just another training program – it’s a system that embeds world-class sales skills into your organization. I’m borderline obsessed with it, and if you give it an honest shot, I’m confident it will transform your team too.
The founding cohort launches in October 2026. Applications are open now and places are limited to 50.
Once your application is approved, we’ll confirm your start date and send you everything you need to get ready. If you’re on the fence, don’t wait — places are filled on a first-come, first-approved basis.
Group coaching only works when the right people are in the room. We take that seriously. When everyone in your cohort is genuinely committed, genuinely coachable, and genuinely in it for the right reasons — the whole group gets better results. The application helps us make sure we get that right.
It takes a few minutes to complete. Once you’ve submitted it, a real person at Question First Group will read it and respond to you within 24 hours. You’ll hear back personally — not from an automated sequence — with confirmation of whether you’re a good fit and what happens next.
You’re not going into a funnel. You’re starting a conversation.
You will meet Marcus on day one. He will be part of your coaching experience from the very beginning.
Marcus Sheridan, Chris Marr, Chris Duprey, and Zach Basner built the Pathfinder System together over the last fifteen years. All four founders are deeply involved in everything Question First Group delivers. Your coaching sessions are led by Certified Pathfinder Coaches — but Marcus is in the room with you from the start, and his presence throughout the program is a core part of what makes it what it is.
Your sessions are led by Certified Pathfinder Coaches — professionals who have been trained extensively in the Pathfinder System and have real-world experience in sales, leadership, and communication coaching. You can read about each of them on this page.
Every coach in the program has been personally trained by the QFG founding team. When your coach pushes you in role-play, diagnoses your challenges, or calls out what’s not working in your consultations — they’re doing it with the full weight of the Pathfinder System behind them.
The standard program is $750 per month. You can also choose to pay upfront and save — six months upfront saves you one month’s fee, and twelve months upfront saves you two months. Both upfront options come with additional benefits and bonuses.
For the founding cohort launching in October 2026, we’re offering a special case study rate of $500 per month for a six-month commitment. Or pay for the full six months upfront at $2,500 — saving you one month’s fee.
This is a one-time offer for the first cohort only. Once the 50 places are filled, the program moves to standard pricing.
