Hi, I'm Carolina. I've spent 18 years on job sites so you can skip the guesswork.
The Job-Site Plan That Turns One Walkthrough Into Months of Pipeline
Sell the project, not the spec sheet.
No scripts. No borrowed sales tricks. Just a repeatable field method that works quietly on every project you touch - in five weeks, live with me.
Live Thursdays · Sept 3 - Oct 1 · Every call recorded
You've done everything they
told you to do.
You've memorized the binder.
You've chased the spec.
You've followed up. And followed up again.
And somewhere between the product training and the quota, nobody ever showed you the one place where projects are actually won: the job site.
That's not a you problem. Most reps starting out don't get this type of training.
"My hiring manager said, 'Do you know how to do a material takeoff?' I said no. He said, 'Base times height gives you area.' And that was my training."
— Director of Commercial Sales, national wall manufacturer
Project Fluent was
made for you if…
No construction background required. Curiosity and a willingness to show up in the field are the whole entry fee.
- You're new to construction and tired of nodding along to words you don't know yet
- You're a veteran who learned everything the hard way - and wants a system instead of scar tissue
- You lead a team and you're done watching the good knowledge live in one person's head
- You're great with people but the drawings, sequences, and site dynamics still feel like a locked door
In five weeks, here's what changes
01 |
You'll read a project like your ideal customer does.
Lifecycle, specs, and takeoffs. The drawings stop being a locked door and start being your map.
02 |
You'll build true rapport with your job site stakeholders and make them superfans.
A stakeholder map of every project, and a reason to talk to each person on it.
03 |
You'll walk job sites with quiet confidence.
What to look at, what to ask, when to shut up and listen, mediate and mitigate conflict, without pretending to be the expert on someone else's trade.
04 |
You'll turn every visit into commercial action.
Follow-ups, risks flagged before they bite, uncover new projects, expand pipeline and build a reputation as the rep who actually gets it. That's how you become the first call.
One method. Three moves.
Every project.
01
Before
Read the project and landscape so you walk in with a plan.
02
During
Observe the work, the pressure, & the people using your products.
03
After
Turn what you saw into follow-up your competitors can't fake.
We'll do this in 90 minutes a week.
No homework.
Lots of references and resources.
I'm not teaching theory. I'm teaching my own playbook.
I'm a mechanical engineer who's spent 18 years in building products - product development, testing, certifications, installer training, spec work, and a lot of mud on my boots. I know what it feels like to stand on a site thinking everyone else got a manual you didn't.
#1
commercial rep nationally
$211K/mo
in sales, first 12 months
$6.4M
pipeline in year one
$500K - $40M
pipeline as VP in 3.5 years
None of it came from a methodology borrowed from another industry. These are hard-won, proven methods for getting sales faster, amplifying your network of sales with job site stakeholders, and other secrets.
Don't take my
word for it
"Carolina will show you not just how to get on a job site, but how to become invaluable."
Alison Raes
President, Katabatic Manufacturing
"What stayed with me from this class was the project specification journey mapping of who holds influence at each phase, from design through installation. Most sales training tells you to 'call on the right people'. Carolina shows you when the right people change. It's a framework I've carried into leading my own sales team."
Michael Russo,
Director Commercial Sales | Longboard (took the course while at Nichiha)
"If you're not on the job site, you don't know what your customer is living and breathing."
Sales veteran
20 years in building products
"I realized I know them, but I don't KNOW them. This gives me the confidence to deepen the relationship."
Territory sales rep
Building products
"We should know the job site intimately, just like we do our products — because it is part of our products."
Sales & marketing professional
12 years in building products
Five Thursdays. Here's what each one does to you.
Working sessions, not webinars. Bring your real territory, your real accounts, your real stuck projects — that's what we work on.
Read the Job, Talk the Talk
Orientation · Why job sites · Technical Mastery
You know your product cold. It's everything around it — the bid set, the wall sections, the codes, the lingo — that's kept you nodding along in meetings you should be running. This week the drawings stop being a locked door. We open a real bid set together, find your product in the plans, and build your technical foundation: what to ask for, when to ask, and how to use testing data like a crowbar.
Big takeaway: Technical credibility isn't an engineering degree. It's knowing exactly where to look — and nobody ever showed you.
- Open a real set of construction documents and find your product — and your next upsell — in the wall sections, no drafting degree required
- Talk the talk: the lingo that buys you standing (submittals, Z-girts, control joints) and how to sound fluent without faking someone else's trade
- Build your competitor battle card and Blue Ocean canvas: where you actually win, and how to weaponize codes and testing data before anyone questions the spec
Stakeholder Savvy
The five people who decide your number
A spec never bought anything. A person does — and on every project there are five of them, each caring about completely different things. The owner wants ROI and no surprises. The architect wants performance and reputation. The GC wants schedule. The installer wants to not hate your product. The engineer wants to not get sued. This week you map all five on your real projects, learn what to say to each — and what never to say — and walk into your next value-engineering meeting knowing how to not lose it.
Big takeaway: You go from knowing the guys to KNOWING the guys — a stakeholder map for every project and a reason to talk to each person on it.
- The project specification journey: when specs lock, when they quietly don't, and exactly where you can still change the outcome
- The 5 stakeholder archetypes — what the owner, architect, GC, installer, and engineer each actually care about, with engagement scripts for every one
- Defending the spec: how to survive a VE meeting without getting defensive, and when to bring in technical support versus handling it solo
Market Intelligence + Know Before You Go
Job Site IQ, Part 1
Reps who sound like every other rep get treated like every other rep. This week builds the intelligence that makes you the call they make for advice, not just orders: the real reasons customers buy from you, which building types are growing while others quietly die, the installers and GCs who control your market. Then we prep your first field move — the pre-visit ritual that means you walk on site with a plan, dressed right, welcome back anytime.
Big takeaway: You stop guessing where your pipeline lives. You know — before your competitors figure it out.
- The Seven Pillars of market intelligence: your customers' top buying reasons, growth typologies, your installer network, GC power players, and where you're commoditized versus untouchable
- Know Before You Go: the pre-visit checklist, the right PPE, and how to never get kicked off a site
- The bright lines: what you can never say on a job site (liability protection), and the neutral-observer posture that gets you invited into every trailer
The Five Visits
Job Site IQ, Part 2 — the heart of the method
There's no such thing as 'a site visit.' There are five — pre-construction, job start, the callback when something went wrong, the high-stakes spec defense, and the casual drop-by that looks like nothing and mines the most pipeline of all. Each has a different objective, different people in the room, and a different script. You'll get all five, plus the follow-up system that turns what you saw into commercial action within 24 hours — before your competitor even knows the project exists.
Big takeaway: One walkthrough becomes months of pipeline — because you knew which visit you were on, what to ask, and what to do the moment you left.
- Scripts for all five visit types — including the callback visit that turns a botched install into the most loyal customer you'll ever have
- The magic questions ("Where are you going next?" "What's been a pain lately?") that surface future projects nobody's posted yet
- The follow-up system: the 24-hour rule, email templates for every visit type, photo protocol, and red/yellow/green pipeline discipline so your CRM stops lying to you
Role Play, Graduation, and Your 90-Day Plan
Practice where mistakes are free
You don't learn a walkthrough by hearing about it — you learn it by running one while someone pushes back. This week we role-play the moments that matter: the trailer introduction, the installer conversation, the VE ambush. You'll make your mistakes here, where they're free, instead of on site, where they're not. Then you leave with a personal 90-day action plan built on your actual territory — first visits mapped, metrics defined, and me still in your corner.
Big takeaway: You graduate with the method rehearsed, your first ten site visits planned, and a system you'll still be running years from now.
- Live role-plays with real-time feedback: run your walkthrough, handle the pushback, defend your spec — out loud, before it counts
- Your personal 90-day action plan: first visits mapped to your real accounts, with the metrics that prove it's working to you (and your manager)
- Graduation and what's next: continued access to the community, every recording forever, and 70% off any future cohort when you want a tune-up
Plus everything that comes with your seat: worksheets, templates & checklists · job-site prep tools · recordings of every call, forever · individual feedback from me · email access all cohort long · private community inside Ivorey · permanent access to everything
Your seat comes with backup
Three bonuses. All field-grade. None of them filler.
Every enrollment
The Employer Reimbursement Kit
Included
Plenty of companies will pay for this course. Most reps never ask. You'll get the ready-to-send justification memo (written in manager, not in sales-speak), a one-page ROI summary your boss can forward up the chain, and a clean invoice formatted for expense systems. One approved reimbursement and the course costs you nothing but Thursdays.
Need the memo before you enroll? Email me and I'll send it: [email protected]
Everyone enrolled by close · Sept 1
The Glovebox Field Manual
$97 value, shipped
The whole method, printed. Spiral-bound, truck-sized, mud-tolerant. Every prep tool, checklist, stakeholder map, and walkthrough prompt from the course - compiled into one physical manual that lives where the work happens. Digital is great until you're standing in a staging area with 4% battery. Yours free, shipped to your door, if you're enrolled when the doors close September 1.
Ready when you are
What your seat actually holds
Stop guessing how the construction marketplace actually works.
Learn how to navigate the people, decisions, handoffs, and job-site realities that determine whether your product gets specified, purchased, installed, and specified again, on repeat.
$1,497
Final Enrollment
(Aug 15– Sept 1)
Doors close September 1 or when the final 10 seats are filled.
FIRST CALL GUARANTEE
Join the first live call.
If it's not your thing, email me by September 6 for a full refund.
No hard feelings.
No questions asked.
Can't make a call live? Every session is recorded. Show up in your truck between site visits if you have to.
Need more details? I've got you.
Here's exactly how the logistics work, who the cohort is built for, and what to expect when you claim your seat. Still have a question? Drop me an email.
Do I need a construction background?
Nope. Curiosity and a willingness to get in the field are the requirements.
I've been doing this for 20 years. Is this too basic?
Veterans join to systematize what they learned unevenly. Several of the quotes above are from 20-year pros.
Do I have to visit a job site?
Strongly recommended. That's where the magic happens. But there's a path through if you can't.
What if I miss a live call?
Recordings, forever.
Payment plan?
Single payment for this cohort.
Will my company pay for this?
Often, yes. Every enrollment includes the Employer Reimbursement Kit — justification memo, ROI one-pager, and a clean invoice. Want the memo before you enroll so you can ask first? Email me and it's yours.
Is this a safety or certification course?
No — it's a commercial fluency course.
Can I come back?
Graduates return to any future cohort for 70% off.
Still here? Then let me guess what's holding you back...
It's not the price and it's not the Thursdays. It's maybe the suspicion that you'd stand on that job site and feel exposed as the rep who doesn't know a Z-girt from a control joint, is in everyone's way, asking dumb questions while people with actual work to do step around you.
I want you to hear this: that superintendent you're afraid of has been waiting years for a rep who shows up at all. The sale rep quoted earlier on this page thought a 30-year GC knew more about his own product than he did. He was completely wrong - his words.
You've never lacked the courage. You've been walking into cold calls for years. You just never had a team prepping you for the job site walk. That's the whole thing I'm handing you.
The spec is where a project starts. The job site is where it gets real.
Come learn to work the space in between.
Early pricing ends August 14. Enrollment closes September 1.
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