Stage 02 · 15-Minute Flow
The Presentation
Beats auto-personalize with names + pain points. Tap each beat to expand. Stay tight — 15 minutes, not 30.
1
The Frame
0:00 → 1:30 · 90s
▼
"Linda & Bob, my job tonight is to answer every question you have. Your job is to be honest with me about what you think. Fair?"
Wait for the head nod. Get it. The "maybe is the only bad answer" line is the single most important sentence in the whole presentation.
2
Discovery Replay
1:30 → 3:30 · 2min
▼
"Linda & Bob, when we first walked in, you told me [their exact words]. That's not a bathroom problem — that's something that's been sitting in your house for years. Tonight is the night we figure out whether it gets fixed or it doesn't."
Pause. Most reps talk through this beat because silence feels uncomfortable. Don't.
Risk exposure from quiz: —. Use this number — "Your home is carrying compounding exposure right now."
3
Cost of Failure (CTZ Story)
3:30 → 6:00 · 2.5min
▼
"Before we talk design or pricing, there's one thing I've learned doing a lot of these bathrooms that most homeowners never hear from contractors. Would it be alright if I shared that with you?"
"Bathrooms can look absolutely beautiful when finished — and still have problems hidden behind the walls years later. Not because anyone did a bad job. Because water finds seams."
| First bathroom (cheap contractor) | $17,000 |
| + Demo & tear-out 5 years later | + $4,000 |
| + Rebuild correctly | + $22,000 |
| True cost | $43,000 |
"That homeowner didn't pay for one bathroom. They paid for two."
Let it land. 3 full seconds of silence before the next beat.
THE 65% RULE · WHY WET-AREA SPECIALIZATION MATTERS
"Here's the part homeowners almost never hear. In a full bathroom remodel, the wet area — shower, tub, surrounding walls, pan, plumbing, waterproofing — is roughly 65% of the total cost. The vanity, mirror, paint, flooring outside the wet area? That's only 35%."
Run the math with your remodel size
$
WET AREA (65%) · where failure happens
$22,750
Pan · walls · door · plumbing · waterproofing · valve trim
DRY AREA (35%) · cosmetics
$12,250
Vanity · mirror · paint · flooring · exhaust · lighting
If the wet-area portion ever fails, you don't redo 35% — you redo the whole 65%.
| Wet-area portion the first time (cheap build) | $22,750 |
| + Demo & haul-off when it fails (year 5–8) | + $4,000 |
| + Rebuild the wet area correctly (current rates) | + $25,025 |
| Total wet-area cost over 10 years | $51,775 |
Pay twice for the wet area
$51,775
vs.
Pay once · Crafted to Zero
$22,750
Difference: $29,025 — the math of cheap.
"That's why we don't build full bathrooms. We specialize in the 65% that actually fails. Doing the wet area right the first time is what protects everything else — and your home."
Tap any number — the calculator updates live. Use a remodel total in their range (mention HomeAdvisor / Houzz 2025 San Diego averages: $25K–$50K).
Show these photos · The Cost of Failure
Slide 1Don't fail all at once
Slide 2What homeowners normalize
Slide 2Hidden weaknesses
Slide 3Cheap becomes expensive
Slide 4What we find on demo day
CBI RealRotten subfloor · hidden leak
4
Authority Stack
6:00 → 7:30 · 90s
▼
Wet area specialists. Nothing more, nothing less.1
Non-porous polymer panels + HydroBlok waterproofing.2
In-house W-2 installers. No subs.3
Local — your neighbors in Kearny Mesa.4
Two manufacturer lifetime warranties.5
"Linda & Bob, specialization is the difference between a bathroom that's done right and a bathroom you have to redo."
Show these photos · How CBI Builds (CTZ system) · Real CBI jobsite work
CBI BuildPan + framing behind walls
CBI BuildAll-new copper + valve
CBI BuildStuds + window properly framed
Slide 5We don't build over
Slide 6Crafted to Zero · build
Slide 6Sealed seams · zero exposed
Slide 7Engineered, not improvised
Slide 8350 lb load · 561 lb tested
Slide 12Built with confidence
Real CBI completed projects · Show what "done right" looks like
CBI ProjectTub + marble walls · niche
CBI ProjectGlass shower · grab bars · LVP
CRAFTED TO ZERO™ · WET-AREA SYSTEM
COST vs VALUE
The Crafted to Zero™ system is a smarter way to build showers and wet bathrooms so they stay dry, safe, and strong for decades. Most bathroom problems don't start on the surface — you can't see them. They start behind the walls, under the floor, and in the air.
1
Waterproofing Comes First
What most people get wrong:
They focus on tile and looks before stopping water.
What we do instead:
We build a fully waterproof shell before anything decorative goes in.
Why it matters:
Water is the #1 reason bathrooms fail.
In simple terms:
- Water can't leak into the walls
- Water drains where it's supposed to
- Mold and rot don't get a chance to start
2
Proper Drainage — Water Has a Planned Exit
We make sure:
- Floors slope the right way
- Drains are set at the correct height
- Water moves fast, not sideways
This keeps floors dry, prevents smells, and avoids long-term damage.
3
Ventilation — Bathrooms Must Breathe
Bathrooms make steam.
Steam turns into moisture.
Moisture causes mold if it gets trapped.
Steam turns into moisture.
Moisture causes mold if it gets trapped.
Our system ensures:
- Moist air is removed properly
- Fresh air can replace it
- Walls and ceilings dry out fast
If there is no fan, we design a code-compliant solution, especially for apartments and older buildings.
4
Strong Structure Behind the Walls
We Verify:
- Walls are solid and reinforced
- Floors are stiff enough to prevent cracks
- Framing supports long-term use
This protects homeowners and buildings for the long run.
5
Built for the Future — Not Just Today
California codes are getting stricter. Crafted to Zero™ is designed to:
- Meet today's codes
- Anticipate future water-use, ventilation, and durability standards
- Reduce waste, repairs, and energy loss
That's why it's called "Path to Zero."
Why California Bathrooms is the Market Leader
Most Contractors Sell
- Tile
- Fixtures
- Speed
California Bathrooms delivers:
- A documented system
- Predictable outcomes
- Inspector-friendly logic
- Long-term asset protection
Crafted to Zero™ transforms wet-area remodeling from a trade-based activity into a performance-based discipline.
CRAFTEDTO ZERO
WET AREA SYSTEM
A California-Forward Standard for Shower & Wet-Area Construction
Crafted to Zero™ is a performance-based wet-area construction system designed to eliminate the most common failure points in bathrooms — water intrusion, poor drainage, inadequate ventilation, and structural decay — while aligning with current California codes and future Net-Zero building standards.
This is not a product. This is not a shortcut method. It is a documented, repeatable, inspector-verifiable system.
Locally Owned · Family Operated
BUILT BY FAMILY · INSTALLED BY OUR OWN CREW
When you hire California Bathrooms, you're not hiring a chain. You're hiring the people who own the company — and the W-2 crew who works for them every day.
BILL THOMPSON
Owner & President
Licensed General Building Contractor and founder of California Bathrooms, Inc. Bill blends nearly two decades of disciplined leadership from the financial world with the hands-on craftsmanship of bathroom remodeling. He directs quality, strategy, and the company's commitment to building bathrooms that stand the test of time.
TATIANA JOHNSON
Operations Manager
Tatiana oversees operations across scheduling, customer communication, and production workflows, while driving company-wide accountability. She keeps every project organized, predictable, and stress-free for homeowners — she earned her contracting license in her early 20's, reflecting an early commitment to craftsmanship and high standards.
DANIEL JOHNSON
General Manager
Daniel brings over 20 years of hands-on experience to California Bathrooms, starting in the home improvement industry at 18. With expertise across nearly every aspect of residential remodeling, he combines meticulous attention to detail with a commitment to doing the job right the first time. Certified in lead safety and mold remediation and a licensed garage door contractor.
TATIANA & DANIEL
Husband & Wife · Side By Side
Together, Daniel and Tatiana lead California Bathrooms as a true family-owned business. By working side by side, they blend Daniel's hands-on expertise with Tatiana's operational leadership — forming a team deeply committed to quality, clear communication, and doing right by every customer. With family at the heart of their business, they treat each project as if it were their own, prioritizing your comfort, safety, and peace of mind.
SAFER · SMARTER · CRAFTED TO ZERO™
5
The Vision
7:30 → 9:30 · 2min
▼
"It's a Saturday morning. Linda walks in. No step-over. The water runs clear from second one. Nothing to scrub. Two hours later her sister stops by — and she doesn't apologize for the bathroom. She says 'come see what we did.'"
Present tense. Their names. Sensory language. Move them in emotionally before any price.
Show these photos · The Finished Vision
Slide 9Beautiful + low maintenance
Slide 10Easier to live with each year
Slide 11Done once. Done right.
6
The Solution — Three Investment Tiers
9:30 → 11:30 · 2min
▼
"Three packages. One scope per package. We don't build custom — that's how mistakes happen. Pick one."
| The Fresh Start — streamlined, one-day install | $9,500 – $14,000 |
| The Transformation — design takes over, most popular | $12,000 – $20,000 |
| CTZ Certified Bathroom — every system upgraded | $21,000 – $28,000 |
Live pricing carries from Stage 3 — Configure. Customer-facing reveal happens in Stage 5 — Proposal.
7
The Investment (Anchor + Stack)
11:30 → 13:30 · 2min
▼
"Comparable custom remodel runs $45,000 – $65,000. Our system — panels, install, glass, plumbing, demo, warranties — stacks to about $27,000 in real value. Tonight, your investment is —."
"That's about —/month. Less than coffee, for a bathroom you don't have to think about for 20 years."
Three-word reveal cadence: "Tonight." [pause] "Your investment." [pause] [number]. Then pivot to monthly.
8
The Ask
13:30 → 15:00 · 90s
▼
"Linda & Bob — I'd love to install your new bathroom. Are we doing this tonight?"
Then SHUT UP. Count to thirty in your head. Do not break the silence. The next person to talk loses.
CTZ Sales System · Playbook 2026
The Close · CTZ Visual Board · 3 Commitment Questions · Walkout Protocol
Sections 4–10 of the playbook · the close mechanics
▼
SECTION 4 · The Cost of Failure Story (5 min · calm tone · pauses do the work)
Tone rules: Calm. Slow. Sit back. Hands relaxed. Pause more than feels comfortable. Never raise your voice. The math is the urgency.
[Transition]:
"Before we walk back and look at the space, there's one thing I've learned after doing a lot of these bathrooms that most homeowners never hear from contractors. Would it be alright if I shared that with you?"
[Normalize]:
"One of the biggest surprises for homeowners is that a bathroom can look absolutely beautiful when it's finished — and still have problems hidden behind the walls. That's not because anyone is trying to do a bad job. It's just that bathrooms are one of the most moisture-heavy areas in the house, and small mistakes during installation can cause issues years later."
[Tell the story]:
"We had a homeowner a while back — had their shower remodeled by another company. Everything looked great when it was finished. For the first couple of years they loved it. [Pause.] Then they started noticing a faint smell in the bathroom. Eventually the drywall outside the shower started feeling soft. When they opened the wall, they found moisture damage. [Pause. Let it sit.] Unfortunately once that happens, the only way to fix it is to tear the shower out and start over."
[The cost reality]:
"That homeowner didn't just pay for one bathroom. They paid for two. [Pause.] The first one that failed — and the second one to fix it."
[The Myron Golden math]:
"Let me give you the math the way I think about it. Let's say someone saves $5,000 today — pays $14,500 instead of $19,500. Five years later, moisture damage forces them to redo the entire shower. Now they've paid twice. Instead of $19,500 once… they paid $14,500, and then another $19,500 later to fix it. [Pause longer.] Now the bathroom cost them $34,000."
[Introduce CTZ]:
"That experience is one of the reasons our company changed how we build bathrooms. We realized homeowners shouldn't have to gamble on what's behind the walls. So we developed what we call our Crafted to Zero system."
[Connecting question]:
"If you were putting a bathroom into your own home — would you rather it simply look good when it's finished… or be built in a way that's designed to protect the house over time?" [They will always choose 'built right.' Always. Nod, and say:] "That's exactly why we build them this way."
"Before we walk back and look at the space, there's one thing I've learned after doing a lot of these bathrooms that most homeowners never hear from contractors. Would it be alright if I shared that with you?"
[Normalize]:
"One of the biggest surprises for homeowners is that a bathroom can look absolutely beautiful when it's finished — and still have problems hidden behind the walls. That's not because anyone is trying to do a bad job. It's just that bathrooms are one of the most moisture-heavy areas in the house, and small mistakes during installation can cause issues years later."
[Tell the story]:
"We had a homeowner a while back — had their shower remodeled by another company. Everything looked great when it was finished. For the first couple of years they loved it. [Pause.] Then they started noticing a faint smell in the bathroom. Eventually the drywall outside the shower started feeling soft. When they opened the wall, they found moisture damage. [Pause. Let it sit.] Unfortunately once that happens, the only way to fix it is to tear the shower out and start over."
[The cost reality]:
"That homeowner didn't just pay for one bathroom. They paid for two. [Pause.] The first one that failed — and the second one to fix it."
[The Myron Golden math]:
"Let me give you the math the way I think about it. Let's say someone saves $5,000 today — pays $14,500 instead of $19,500. Five years later, moisture damage forces them to redo the entire shower. Now they've paid twice. Instead of $19,500 once… they paid $14,500, and then another $19,500 later to fix it. [Pause longer.] Now the bathroom cost them $34,000."
[Introduce CTZ]:
"That experience is one of the reasons our company changed how we build bathrooms. We realized homeowners shouldn't have to gamble on what's behind the walls. So we developed what we call our Crafted to Zero system."
[Connecting question]:
"If you were putting a bathroom into your own home — would you rather it simply look good when it's finished… or be built in a way that's designed to protect the house over time?" [They will always choose 'built right.' Always. Nod, and say:] "That's exactly why we build them this way."
SECTION 5 · CTZ Visual Board · Typical vs Crafted to Zero (10–15 min)
Place the physical board between you and them — facing them, not you. Anchor sentence at top.
WHAT'S BEHIND YOUR WALLS MATTERS MORE THAN WHAT'S ON THEM
"Most bathroom remodels focus on how the bathroom looks when it's finished. Crafted to Zero focuses on how it's built behind the walls so the bathroom actually holds up over time."
The undeniable question:
"Looking at the two side by side — which one would you feel better putting in your home?" [They will point right. Always. That answer is the foundation of the close.]
"Looking at the two side by side — which one would you feel better putting in your home?" [They will point right. Always. That answer is the foundation of the close.]
SECTION 6 · Investment Presentation (15 min · LEAD WITH PAYMENT, NOT PRICE)
Order: Recap their why (their exact words) → Show design summary → MONTHLY payment FIRST → Total SECOND → Same-day production-calendar incentive → Ask for the order.
⚠ Most reps lose the deal here. They say the total. The homeowner contracts. The rest of the conversation is uphill. Don't do that.
Lead-with-monthly script:
"For a project like the one we just designed, most of our clients invest somewhere in the range of [$X to $Y] per month — less than what most families spend on dining out. Let me show you what that looks like across the financing options we offer."
The phrase that replaces 'Can you afford it?':
"Which of these three feels like the right structure for the way you'd want to handle the investment?"
Same-day production-calendar (RIGHT WAY · NOT pressure):
"Here's how our scheduling works. Our production calendar fills 4 to 6 weeks out. When a homeowner makes the decision the night of the consultation, we can lock in the next available install slot — which means we can also honor our consultation-week pricing. If you decide later, we can absolutely still do the project, but we'd be quoting it against next month's calendar and material pricing. That's the only difference."
"For a project like the one we just designed, most of our clients invest somewhere in the range of [$X to $Y] per month — less than what most families spend on dining out. Let me show you what that looks like across the financing options we offer."
The phrase that replaces 'Can you afford it?':
"Which of these three feels like the right structure for the way you'd want to handle the investment?"
Same-day production-calendar (RIGHT WAY · NOT pressure):
"Here's how our scheduling works. Our production calendar fills 4 to 6 weeks out. When a homeowner makes the decision the night of the consultation, we can lock in the next available install slot — which means we can also honor our consultation-week pricing. If you decide later, we can absolutely still do the project, but we'd be quoting it against next month's calendar and material pricing. That's the only difference."
SECTION 7 · THE CLOSE — Three Commitment Questions (ask in order · pause after each)
Q1 · DESIGN
"Is the design we put together — the layout, the finishes, what you'd actually be getting — is that what you want for your home?"
Q2 · QUALITY
"And the way we build — the Crafted to Zero system, the way we protect what's behind the walls — does that feel like the right way to do it?"
Q3 · INVESTMENT
"And the investment structure we just walked through — the monthly payment, the way we set up the financing — does that work for the two of you?"
IF ALL 3 = YES — ASK FOR THE ORDER:
"Then based on everything we've talked about — the design, the way we build, the investment — it sounds like doing this once and doing it right is what you want. Let's get this scheduled. I just need both of you to sign here, and we'll lock in the install date together."
THEN STOP TALKING. The next person to speak loses.
"Then based on everything we've talked about — the design, the way we build, the investment — it sounds like doing this once and doing it right is what you want. Let's get this scheduled. I just need both of you to sign here, and we'll lock in the install date together."
THEN STOP TALKING. The next person to speak loses.
If any of the 3 is a soft yes or hesitation: Go BACK to that one. The hesitation IS the objection — not whatever they say next. Address it specifically before re-asking for the order.
SECTION 8 · Objection Handlers (LAER: Listen-Acknowledge-Explore-Respond)
Never argue. Never raise your voice. Never get faster.
"It's too expensive."
"I hear that. When you say expensive, are you thinking about the total number, or the monthly?"
If monthly: "Okay, let's look at Tier [X] — that's [$Y]/month. Where would the monthly need to land for this to feel right?"
If total: "Fair. Compared to what? Because what we're really comparing is doing this once at $19,500 — or doing it twice if it has to be redone. That's the math."
If monthly: "Okay, let's look at Tier [X] — that's [$Y]/month. Where would the monthly need to land for this to feel right?"
If total: "Fair. Compared to what? Because what we're really comparing is doing this once at $19,500 — or doing it twice if it has to be redone. That's the math."
"We need to think about it."
"I completely understand. Earlier you mentioned you'd tell me where you stood at the end — fair? So I can be helpful: is it the design, the build, or the investment that's giving you pause? Because I'd rather answer the real question now than have you wonder about it after I leave." [Wait. They'll tell you the real one.]
"We want to get other quotes."
"Smart. Most of our clients did. Can I tell you what to look for so you can compare apples to apples? Ask every contractor: what goes behind your shower walls, and what's your warranty on water intrusion. If they can't answer those clearly, you're not getting the same product. What if I told you that after they answer those questions, most homeowners come back to us anyway — just three weeks later, paying next month's pricing?"
"My spouse isn't sure."
[Turn to hesitant spouse.] "[Name], I want to hear from you directly. What part doesn't feel right yet?" [Listen fully. Address the specific concern. Don't try to close again until you've answered the real question.]
"You're more expensive than the other quote."
"I'd expect that. Can I ask what the other quote included for waterproofing behind the wall?" [They won't know.] "That's exactly my concern for you. We're not the cheapest — we're the build that's designed not to fail. The other quote may be too. Just make sure you're getting that in writing."
"We don't want to finance."
"Totally fair. A lot of our clients pay direct — we just lead with financing because it gives people options. The same-day pricing applies either way. Want me to write it up as cash?"
SECTION 9 · Walkout Protocol (if no signature tonight)
The deal is not dead — it's paused. Most companies bleed close rate here. CalBath will not.
Walkout script: "Totally understand. I'm going to send you a written summary of everything we discussed — the design, the investment, the financing options — by tomorrow morning. I'd like to schedule a follow-up call for 48 hours from now to answer any questions that come up after you've talked it over. Does [day, time] work?"
Get the callback time on the calendar BEFORE you leave. If they won't commit, that's information — find out why before walking out.
24 HRS · The Summary
Email recap. Their why (their words). Design summary. 3 financing tiers. Same-day pricing as 'available through [date].' Personal close paragraph.
Email recap. Their why (their words). Design summary. 3 financing tiers. Same-day pricing as 'available through [date].' Personal close paragraph.
48 HRS · The Structured Call
NOT 'just checking in.' Use: "I sent over the summary — wanted to walk through any questions. What's standing out?" Then: "Is there anything between where you are and getting this scheduled?"
NOT 'just checking in.' Use: "I sent over the summary — wanted to walk through any questions. What's standing out?" Then: "Is there anything between where you are and getting this scheduled?"
72 HRS · The Decision Call
Final touch. "Our consultation-week pricing closes tomorrow. Have you both decided? Either direction is fine — I just don't want you to miss the window."
Final touch. "Our consultation-week pricing closes tomorrow. Have you both decided? Either direction is fine — I just don't want you to miss the window."
SECTION 10 · Post-Appointment Self-Scorecard (fill out before driving away · brutal honesty)
Reps who self-score improve roughly 3x faster than reps who don't.
The Three Honest Questions (1–2 sentences each):
THE 5 LINES TO MEMORIZE COLD
- "If one smart person learns how to do something really well, they can teach another smart person how to do it."
- "Yes or no, either one is fine — the only thing I ask is that you tell me where you stand at the end."
- "A bathroom can look beautiful when it's finished and still have problems hidden behind the walls."
- "Most bathroom remodels focus on how the bathroom looks when it's finished. Crafted to Zero focuses on how it's built behind the walls."
- "Which one would you feel better putting in your home?"
