Marie Caruso
The host
Sweet, welcoming, and genuinely pleased you are here. She will offer you a coffee, ask about your family, and forty minutes later you still have not looked at the water heater.
Teaches: Staying warm without losing the call.
For the solo business owner
You Own the Company. You Run the Truck.
You should not have to choose between technician training and the tools built for owners. The contractor package gives a company of one the full owner program with one named login.
Members sign in at university.stratellaconsulting.com
For the owner
Your Work, In One Place.
A company of one still gets the owner dashboard. See where you stopped, what you finished, and what you earned without giving up the owner tools just because you are the one on the truck.
Your company
The Stratella 6 · 1 login
| Technician | Progress | Last in |
|---|---|---|
| Marcus R. Certified | 6/6 | Today |
Illustration. Not real customer data.
How It Works
Three Things, Over and Over
Watch
Short modules built for a truck between calls, not a classroom. One idea each, taught the way we teach it in person.
Do the work
Every step has an exercise. You write out what you'd actually say — because knowing the step and saying it out loud are different skills.
Get certified
Finish the modules and pass at 75% or better. It is a mark you have to earn, which is the only reason it means anything — and once you have earned it, it is yours: it does not expire, and it does not disappear if you stop subscribing.
The Curriculum
What You Actually Learn
Modules with titles listed come out of books we already wrote and already teach in person. Tracks still being written are marked that way below — nothing here is theory we invented for a website.
The Stratella 6
6 modules Taken in orderFrom The Stratella 6
The whole service call, in the order you run it. Six modules, start to finish.
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Preparedness
What happens before you knock decides most of it.
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Intro Call
The first sixty seconds, and what they buy you.
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Arrival into Discovery
Getting from the doorstep to the real problem.
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Evaluate & Educate
Teach them what you found before you price anything.
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Options with Purpose
Three options, built to be chosen from.
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The Close
Asking for the business without pushing for it.
Objection Handling
7 modules Any orderFrom Objection Pocket Guide
Seven objections you hear every week. One module each, take them in any order.
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Can You Do Anything on the Price?
Protect the recommendation. Solve the concern.
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I Need to Think About It.
Never answer the words. Understand the concern.
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I Need to Talk to My Spouse.
Respect the relationship. Never compete with it.
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That’s More Than I Was Expecting.
Surprise isn’t resistance. It’s a request to understand.
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Can You Just Fix What’s Broken?
Provide options. Not pressure.
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I’d Like to Get Another Estimate.
It’s uncertainty. Not the estimate.
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We’re Going to Wait.
Waiting is a decision. Make it an informed one.
Water Quality
3 modules Any orderWhat the water is doing to the house, how to show a homeowner, and how the conversation opens without turning into a pitch.
Personality Types
4 modules Any orderFrom The Stratella Personality Guide
The same options land differently with different homeowners. Four modules on reading who you are standing in front of before you lose them.
CSR Best Practices
Any orderThe call before the truck rolls. How the phone gets answered decides how many of these jobs you ever get to quote.
Module counts are confirmed. Individual module titles go up as each track is finished.
Certification
75 %
or you take it again.
A Mark You Have to Earn
Plenty of online training hands you a certificate for finishing the videos. This one has a pass mark. That is the entire point — a credential nobody can fail is a credential nobody should believe.
One certificate, not a pile
You earn it by finishing everything, not by clicking through one module. CSR Best Practices is certified separately.
Signed by the people who wrote it
Alissa Forte and Damien Bookal put their names on it, the same way they do in person.
Your technician, your company
The contractor certificate carries your name and your company's. You are the technician and the owner, and both belong on it.
Yours to keep
It issues the moment you pass, it never expires, and it stays yours if you ever stop subscribing. A credential that vanishes when you cancel is not worth putting on a résumé.
Worksheets
Something to Use in Your Next Meeting.
You may be the whole company today. These are still owner tools: downloads for running your own process now and training the next person when you hire.
10
ready the day you join
Not a promise of a library that fills up later. Ten of them exist right now.
4
new ones every month
Written in batches and released month by month from the day you join, so there is always something new to run.
Yours once you download them
They do not stop working if you stop subscribing. What you have pulled down is on your machine and it stays there.
Your company on them
Handed out in a team meeting they read as yours, because they are — your name is on the page.
You hold the downloads
Worksheets come down through the owner, not through every seat. You decide which one your crew is running this week.
Pricing
The Contractor Package
$229 /mo
Or $2,290 a year — ten months, twelve months of access.
- One named login for you as the owner-technician
- Every sales module plus CSR Best Practices
- Your owner dashboard and downloadable worksheets
- Eight role-play scenarios, all open from day one
- Your certificate in your name and your company’s
- A 45-minute group call every two weeks on Google Meet — recorded if you miss it
- 30 minutes of 1:1 coaching a month on Google Meet — for you, not your technicians
- Optional named CSR logins at $89 a month each
Free to try
Practice on a Customer Who Pushes Back
Reading about an objection is not the same as hearing one. This is a role-play partner your technicians can argue with — a homeowner who hesitates, asks the awkward question, and doesn't always say yes.
- 8 scenarios: the seven objections from the Pocket Guide, plus the running-toilet call Alissa wrote out herself.
- All of them open from day one. Nothing to unlock.
- 3 difficulty levels, and the technician picks — nobody is dropped in at the deep end.
- The bot plays the homeowner. You play yourself.
- Scores are practice. They gate nothing, and you keep your own history.
It runs on the same method as the books, so it never coaches something we wouldn't. It comes with every plan, individual and company alike.
Try it — no sign-up Sample exchange
Homeowner Should be a cheap fix right?
You Hopefully! But I'll need to evaluate.
Homeowner My husband used to handle all this. Alright — have a look, then.
The opening of scenario one, in Alissa's own words. Try the rest →
The cast
Three Customers You Already Know
Every technician has met all three. The point of practising against them is that they each go wrong in a different place.
Jethro Haggins
The DIYer
He has done this before, or watched someone do it on YouTube, and he will tell you which part is bad before you have opened anything.
Teaches: Correcting a confident customer without making him wrong.
Preston Caldwell
The negotiator
Tells you he does very well for himself, then argues about the service fee. Treats the whole visit as an inconvenience he is doing you a favour by allowing.
Teaches: Holding a price while letting someone keep face.
The Library
Books Stay Separate
No subscription includes the books. Buy the titles you want once, and use the contractor package for the training, practice, owner tools, and coaching.
The Stratella 6
$95The whole service call in six steps — Preparedness, Intro Call, Arrival into Discovery, Evaluate & Educate, Options with Purpose, and the Close. This is the spine of everything else.
- Six steps, in the order you actually run them
- An exercise at the end of every step
- Written for a technician, not a boardroom
The Stratella Personality Guide
$95The same options presented the same way land differently with different homeowners. This is how to tell who you are standing in front of, and adjust before you lose them.
- Spot the customer type in the first two minutes
- What each one needs to hear before they say yes
- Where each one typically stalls
Objection Pocket Guide
$79"It is too expensive." "I need to talk to my spouse." "Just fix the one thing I called about." The seven you hear every week, and what to say to each one.
- Sized to live in a truck door pocket
- One page per objection
- What not to say, as well as what to say
Stratella
HVAC
The fifth book
HVAC
$95The same service-call discipline, carried across to HVAC. Approved for sale on 2026-09-11; the printed run lands about two weeks after that.
Stratella
Water Quality
The fourth book
Water Quality
The water-quality conversation — what you find, how you explain it, and how it becomes work instead of a comment on the way out the door.
Price and release date to come.
The Complete Set
All three books. The full system, at less than the price of the parts. The Stratella 6 · The Stratella Personality Guide · Objection Pocket Guide
$249 $269
Printed and shipped from our office. In-stock titles leave promptly; any wait is noted on the title.
Buying for a whole team? Talk to us about volume →