Stop Losing Deals You Should Be Winning
Under 40%?
You're leaving money on the table.
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
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.
Apply to Join The Pathfinder
Group Coaching Program
Our next Group Coaching cohort launches on 26th November 2026. Applications close on 18th November — we review every application personally and you’ll hear back within one business day.
If you’re ready, apply now to secure your place before applications close.
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.
The core commitment is your coaching sessions — and that’s where the real work happens.
You’ll start with a two-hour kickoff session with your coaches. From there, you move into a bi-weekly coaching rhythm — 90-minute group sessions, every other week, on the same day at the same time. Those go straight into your calendar so you can plan around them.
Outside of the sessions, there are videos, workbooks, tools, and resources available to support your development. But the priority is always the coaching itself.
One of the phrases we use a lot at Question First Group is: learn it in the morning, use it in the afternoon. Everything in this program is designed to be practical and immediately applicable. You’re not adding extra work on top of your existing job — you’re refining and improving what you’re already doing and taking it straight into your next sales appointment.
The time commitment is the coaching. The rest is up to you.
Yes — and so will Zach Basner. The two of them work very closely together and you’ll have both throughout the program.
Zach Basner is your lead coach. As QFG’s Head Sales Trainer for Home Improvement and Marcus’s decade-long partner in building the Pathfinder System, Zach leads every coaching session and is the person you’ll be working with most consistently.
Marcus’s role at Question First Group takes him to stages and rooms of hundreds of people around the world. As his schedule allows, he attends and coaches in the group sessions. He will be there from the very beginning — your kickoff session on day one — and will dip in and out throughout the program.
You get both. Zach leads. Marcus shows up.
Your sessions are led by Zach Basner — Co-Founder and Head Sales Trainer for Home Improvement, and a decade-long partner of Marcus Sheridan in building the Pathfinder System.
Zach is supported by a team of Certified Pathfinder Coaches, each personally trained by the QFG founding team.
They bring real-world experience in sales, leadership, and communication coaching — and when they push you in role-play, diagnose your challenges, or call out what’s not working in your consultations, they’re doing it with the full weight of the Pathfinder System behind them.
Zach leads. The coaching team supports. You’re never in the room alone.
$750 per month. You can also pay upfront and save — six months upfront at $3,750 saves you one month’s fee, and twelve months upfront at $7,500 saves you two months. Both upfront options come with additional benefits and bonuses.
The program is ongoing — there’s no fixed end date. You stay as long as you’re getting value and doing the work.
Every session follows a consistent structure so you always know what to expect.
We start by checking in on progress — what have you tried since the last session, what’s working, where are you stuck, and what does progress look like for you right now.
From there, we move into teaching something new from the Pathfinder System, followed by practice and real role-play — because the only way to get better at selling is to actually do it in a safe environment before you’re sitting across from a homeowner.
We always leave room at the end for open coaching — any specific challenges you’re navigating, whether they fall squarely inside the Pathfinder System or sit at the edges of it. If it’s relevant to your success as a sales professional, it’s relevant in the room.
Every session is designed so that what you learn, you can use in your next appointment.
The Pathfinder System is specifically designed for high-value, emotionally driven residential purchases — where the homeowner is making a significant investment in their home and needs a guide to help them make a confident decision, not a closer to pressure them into one.
Think pools, windows, roofing, siding, remodeling, landscaping, custom home building. Projects that cost tens of thousands of dollars. Decisions that take time, involve more than one person, and carry real emotional weight.
The founders and co-founders of Question First Group — Marcus Sheridan, Zach Basner, Chris Marr, and Chris Duprey — have all built businesses around exactly this type of sale. From pool companies to landscaping to timber buildings, this is the world the Pathfinder System was built for.
If your sale involves a homeowner making a considered, emotional, high-ticket decision about their home — this is for you.
If you’re looking for a one-call-close system designed to speed up the sale and get a signature before you leave the house — this isn’t it.
We always have a good deal in place for additional team members.
As long as one person from your organization has a full-priced seat in the program, we’re likely to offer a significant incentive to bring additional members of your team in alongside you. We’ve been known to offer 50% off for additional seats.
If you want to know more about team pricing, email Chris directly at marr@questionfirstgroup.com and he’ll work something out with you.
The best person to speak to is Chris Marr, CEO and Co-Founder of Question First Group.
You can reach Chris by email at marr@questionfirstgroup.com, by phone at +1 (860) 788-5067, or by text at +44 7458 611167. He’s available to address any questions you have about the program, the coaching, or whether it’s the right fit for you.
The best first step — even if you’re unsure — is to complete your application form. It lands directly in Chris’s inbox, and a lot of the questions he’d ask you on a call are already answered in there. Completing the form before you speak to him makes your conversation far more effective and means you can get straight to what matters.
The foundation of the Pathfinder System is communication. Specifically, it’s about having effective, breakthrough conversations with homeowners — deep discovery, asking the right questions, and building the kind of trust that makes the close a natural next step rather than a battle.
That’s the core of what we teach.
But our mission is to be indispensable to you. That means we’re genuinely interested in every challenge that’s holding you back from reaching your goals — whatever form that takes. We proactively invite you to bring your challenges to the table, whether they sit squarely inside the Pathfinder System or at the edges of it.
That includes the behind-the-scenes elements of running a sales organization — CRM systems, deal stages, pipeline management, and the operational challenges that sales leaders and reps face every day. These are areas our coaching team is uniquely positioned to help you work through as well.
If it’s relevant to your success, we want to help you with it. That’s what the coaching room is for.
