Whatever you propose, say it in the words they'd use.
The play is how the conversation will go. The Win Condition is what the homeowner most wants to be true. Seven of them, one on every brief — and the Before You Knock card makes it specific to this house.
Scout Brief
Win Condition · Peace of MindThe seven win conditions
Reliability
They want: It to just work.
So describe your proposal as: The end of surprise repairs.
‘You stop thinking about it’
Comfort
They want: Even temps, quiet, the room fixed.
So describe your proposal as: The feeling, room by room.
‘The upstairs feels like the downstairs’
Lower Bills
They want: A smaller monthly number.
So describe your proposal as: Cost per month, today versus after.
‘Here's what you pay now, here's after’
Peace of Mind
They want: No surprises, someone to call.
So describe your proposal as: The warranty, the follow-up plan, your name.
‘If anything's off, you call me’
Convenience
They want: Fast, easy, done.
So describe your proposal as: The date, the crew, the cleanup.
‘Thursday. Done by three. Gone by four.’
Safety
They want: Family, code, risk handled.
So describe your proposal as: What's at risk and what removes it.
‘This is the part that keeps me up at night’
Home Value
They want: The house worth more, easier to sell.
So describe your proposal as: What the next buyer's inspector will see.
‘This shows up on the inspection’
Play × win condition
A play and a win condition are not the same thing, and every brief carries one of each. Trust is how the conversation will go; Peace of Mind is what they want at the end of it. Emergency usually pairs with Reliability; Comfort with Comfort; Value with Lower Bills — but not always, and the brief says which. In electrical, Safety shows up as the win condition more than in any other trade; in garage door, Convenience and Home Value; in roofing after a storm, Peace of Mind.
What the office does with it
Under the tech-by-play grid, the Sales Plays report shows the company by win condition: how much of your business each one is, how it closes, and its average ticket. Two things fall out of that table. First, a read on your market — a shop where Lower Bills is 40% of briefs is in a different conversation than one where Safety is. Second, a coaching cue: a tech whose close rate collapses on one win condition is usually describing equipment instead of outcomes on those visits.
Who it's for
What the owner gets
A company-wide read on what your homeowners actually buy — and the average ticket attached to each answer.
What the office gets
A second label on the board that tells you which tech's language fits this house.
What the tech gets
The words to use when proposing anything, so the proposal sounds like what the homeowner already wanted.
Questions people ask
How is the Win Condition chosen?
From the same read as the play — the job, the call notes and the household picture — about 90 seconds after the brief is built. The Before You Knock card then makes it specific to this house under 'what to sell on'.
Can a brief have two win conditions?
Every brief carries one primary win condition. The Family Play often surfaces a second — one person's comfort, the other's budget — and the card tells the tech to sell on the whole household's list.
Is Home Value really a win condition for a service company?
Yes — a new garage door is one of the highest-return curb-appeal upgrades, a documented roof shows up on the inspection, and a long-tenure owner thinking about selling hears 'what the next buyer's inspector will see' differently than 'a new roof.'
Does the win condition change the price?
No. It changes how the proposal is described, never what it costs. The indicators never set a price and the play never uses the household picture. House rules.
Keep reading
See a Scout Brief built on a real appointment from your schedule.
A 30-minute walkthrough. We pick a recent sales visit, build the brief and the audio, and walk through Today's Play as if your tech were about to knock. You decide if it changes the call.