Every decision maker in your TAM will receive an email
and a LinkedIn message in the next ninety days.

Prepared for
Marc and Gary · Tenor ESOP Partners
Selling
ESOP advisory for owners of privately held companies selling to their employees, from feasibility through financing and close
Prepared
September 2026 · Charm

Gary books four to eight owner meetings a month, most of them from the podcast, and can barely take one a day. The engine writes to every owner of a privately held construction or specialty contracting company at the size Tenor already closes, by email and from Gary's LinkedIn seat, every ninety days. Marc runs the first call, Gary closes. Construction first for six months to a year, the other industries on a second seat after that. The plan, the price and the agreement are all on this page, written so Gary can read it in one sitting and carry it to the partners.

Charm builds and runs outbound for
Spout
Selery
Stable Kernel
Search Atlas
Ink'd Stores
Spark6
Section AI
+ other GTM clients

01 / Current stateThree years of construction wins, one podcast feeding the calendar, and one partner running every first call.

The business
  • A boutique ESOP advisory firm of five partners that takes an owner from feasibility to close, with Gary Gray leading business development and Marc Herrick brought on to run it with him and take the lead over time.
  • Established in 2012, with more than eighty-five ESOP companies set up and four billion dollars of shareholder value realized, by the firm's own count on tenoresop.com.
  • Construction is where the firm has won: three years of success in construction by Marc's own account, Gary's ESOP for Contractors podcast, the construction page on the site, and the company goal written into Tenor's strategy, to set up more construction and contracting ESOPs than any firm in the world.
The buyers
  • Founders, owners and presidents of privately held general and specialty contractors who are in succession or retirement planning right now: the right owner, in the right trade, at the right time.
  • Tenor's case to an owner is the number he cashes out for, EBITDA times the industry multiple, and Gary closes it with the forty-million-dollar company he has already taken through an ESOP.
  • Deals start at $350K to Tenor, so one closed construction ESOP pays for a year of the engine several times over.
The numbers
  • Today: four to eight owner meetings a month, most of them from Gary's podcast, with Gary running every one of them.
  • What Marc sketched: around twenty a month, Marc running the first calls and teeing them up, Gary stepping in to close, so more deals close faster.
  • The universe is finite, in Marc's word, so it can be listed end to end and scored, and the owners showing succession signals hear from Tenor first.

02 / Root of problemsFive or six months of your outbound sit on one unwatched domain that sent fifteen hundred emails as duplicates before anyone noticed.

Sending that nobody is watching
  • "That's my biggest fear right now": the main domain lands on a spam list and five or six months of outbound work goes to waste. Charm moves every cold send onto domains and inboxes it owns and monitors, so your main domain never carries outbound again.
  • The automation your consultant set up "was blasting out two emails to every single person," about fifteen hundred emails over three weeks, and Marc learned of it after the fact. Charm owns the sending end to end, catches a fault the day it starts, and puts the volume and reply numbers in front of you every two weeks.
  • The primary domain "is all we've been using so far," about ten thousand emails for a couple of replies. Charm checked the blacklists on the call and found no flag yet, so the domain can still be sheltered, with reserve domains and inboxes swapped in the day one goes bad, inside the fee.
The right owner is rare, and the booth is not the owner
  • Gary's concern, in Marc's words: "a needle in a haystack," the right owner at the right time in the right industry, "a very finite customer" in succession or retirement planning. Charm builds signal agents for that owner, twenty or more years in the business or family-owned with no successor named, and writes to those first.
  • "I retired ten years ago" was the reply Marc got two weeks ago from a contact pulled off a free data tool. Charm checks every lead's current employment before an email goes out, and on LinkedIn only messages accounts that have posted in the last ninety days.
  • At conferences Gary sends Marc to the vendor booths, and the booths are staffed by marketing people, so the hard part is getting from the booth to the owner. Charm pulls the speakers, sponsors, vendors and attendees before each event, scores them, and writes to the owner directly, with Gary's session as the invitation.
One calendar takes every meeting
  • Gary "can barely do one a day right now," and in Marc's words "there's no way" he keeps up with five to ten appointments a week. Charm routes every reply to Marc the second it lands, so Marc runs the first call and tees it up, and Gary steps in to close.
  • Gary's schedule runs minute by minute, and "when he checks out, he's gone." A reply that waits on his calendar goes cold. Charm lands every reply with Marc the same day, Gary copied, so no owner waits on a partner who is travelling.
  • Tenor is "jogging in construction" and "not even crawling on the other industries." Charm puts the first engagement entirely on construction, where your last three years of results are, and adds Marc's seat for the other industries once the construction calendar is full.

03 / What you'll havePhase one is construction on Gary's seat. Phase two is Marc's industries on a second.

Phase one: construction
  • Replies from contractor owners weighing an exit, landing with Marc the same day with the thread attached, Gary copied.
  • Every qualifying contractor owner written to each ninety days, three touches then a rest, so an owner who is not ready this quarter hears from Tenor again next quarter.
  • Marc runs the first calls and tees them up, Gary steps in to close. Six months to a year of this proves the model on the book Tenor already leads, which is Marc's own read on the better approach.
Phase two: Marc's industries
  • Once construction is running, a second LinkedIn seat on Marc's account opens hospitality, restaurant groups, retail and franchising, the stage-two industries Marc named, with the franchise disclosure contact lists harvested continuously, the part Marc said is hard to do by hand.
  • The same engine, the same domains, twice the campaigns, with replies from both seats landing with Marc the same day.
  • The stage-two lists are built inside the phase-one fee, so the step to the second seat carries no rebuild.
What you see
  • Every reply, the same day, with the owner's details and what they were sent.
  • Every owner we find in a database that is yours: the company, its trade, its revenue band, its founding year and the person at the top, exportable at any time. Charm carries the email data cost; the data seat Gary pays for is only needed if you want phone numbers.
  • A ranked answer to which trade and which angle books meetings, in a form Gary can put in front of the partners.

We run the lists, the copy, the sending infrastructure and the LinkedIn seat. Tenor's part is one session with Marc to set the ICP, copy approval, a call every other week, and the meetings.

04 / How it runsFrom an owner on the list to a feasibility conversation.

Charm × Tenor ESOP Partners Sendinginfrastructure Listbuilding Contactresolution Signalagents LinkedInseat Copy Four campaignsevery two weeks ↺ every cycle built from the last Email and LinkedInas one person Every reply in your inbox,same day ✓

05 / CampaignsWhere we start in construction, and how we find them.

Specialty contractors with an owner twenty years in
  • Who. Founders and owner-presidents of privately held mechanical, electrical, plumbing, roofing, concrete and sitework contractors at the size Tenor closes, who have run the business for twenty years or more.
  • How we find them. Our executive index filtered to owner, president and founder titles, company age and revenue band, with LinkedIn tenure used to find the owners closest to retirement.
  • The ask. Fifteen minutes with Marc on what the business would pay the owner in an ESOP, EBITDA times the multiple, next to what a sale would.
Family-owned contractors on the published rankings
  • Who. Family-owned general and specialty contractors on the annual top-contractor rankings and in state contractor license boards, with the family name on the door and no next generation visible on the site or on LinkedIn.
  • How we find them. The published top-400 general and top-600 specialty contractor rankings and the state license registries, rolled up to the owner, then a crawl of each site for founding year, family ownership and whether anyone is named as the next generation, keeping the ones where nobody is.
  • The ask. A conversation about what the owner cashes out for in an ESOP, with the name on the door and the crew in place as the second reason.
Trades the consolidators are rolling up
  • Who. Owners of independent HVAC, plumbing, electrical, roofing and paving companies in metros where a private equity platform has bought two or more of their peers in the last twelve months.
  • How we find them. The consolidators' own acquisition announcements, mapped to the remaining independents in the same trade and metro from our executive index. This is the timing signal for Gary's right-owner-at-the-right-time concern.
  • The ask. What the ESOP pays next to the platform's offer, and what happens to the crew under each, on a fifteen-minute call.
The trade association conventions
  • Who. Owners who attend their own association's annual convention: the general contractor and merit shop associations and the specialty bodies for electrical, mechanical, plumbing, sheet metal and roofing contractors. Unlike a vendor expo, the owner comes to these in person.
  • How we find them. Speaker, sponsor and exhibitor lists pulled weeks before each show, plus the members announcing on LinkedIn that they are going, with the owners Tenor meets there written to after.
  • The ask. A seat at Gary's session, booked before anyone flies in, and coffee with Marc after it.
The podcast as the reason to write
  • Who. Owners in the trade each ESOP for Contractors episode covers, and the peers of each episode's guest, who have never heard the show.
  • How we find them. Each new episode's trade and topic becomes a campaign: our executive index filtered to that trade, with the guest's company as the reference the owner already recognizes. Past guests and their companies are suppressed.
  • The ask. The episode link and fifteen minutes with Marc on how that owner's numbers would look.

Four campaigns go out every two weeks, starting with the specialty contractors, the ranked family firms and the roll-up trades. Some ship as written and some change at the parameter session, and every cycle after is built from what the last one showed. The hospitality, restaurant, retail and franchising lists move to phase two on the second seat, and are built and held during phase one.

06 / Tool stackThe stack costs more than the fee.

Data & enrichment
Clay
Enrichment waterfall, contact resolution
$800/mo
DiscoLike
Lookalikes from your best accounts
$199/mo
LeadMagic
Email verification
$249/mo
Ocean.io
B2B lookalikes
$600/mo
Infrastructure & sequencing
Hypertide
Inbox infrastructure
$1,850/mo
Charm Sequencer
Private IP pool
$500/mo
HeyReach
LinkedIn, human-paced, your seat
$197/mo
PhantomBuster
Social automation
$49/mo
Signals & glue
Apify
Ranking, license board, convention and acquisition pulls
$100/mo
RB2B
Visitor deanonymisation on tenoresop.com
$149/mo
n8n
Workflow glue
$100/mo
Signal agents
Owner tenure, roll-up announcements and the convention calendar, built per campaign
Included
Licensed by yourself
$4,793/mo

Plus the person who runs them. Eleven licenses, a sending stack to keep off blacklists, and someone writing four campaigns a fortnight and reading every reply.

VS
Included with Charm
$0

Every tool above sits on our licenses and is run by our team. The Engine tier is $3,997 a month, less than the stack lists for on its own before anybody's time.

07 / Timeline and deliverablesContractor owners hear from Tenor ESOP Partners in week one.

Gary's LinkedIn seat live
Contractor owner lists built
Cold domains warming
Agents and copy built
Cold campaigns at full volume
New cycle every 2 weeks
Week 1
  • Parameter session with Marc, Gary if his calendar allows, trades ranked
  • Gary's LinkedIn seat connected, contractor owner lists live by DM
  • Past clients, open deals, podcast guests and the Pipedrive export loaded for suppression
  • Cold domains ordered
Week 2
  • Ranking, license board, convention and acquisition crawls run
  • Owner and president contacts resolved with verified emails and employment checks
  • Owner tenure, no-successor and roll-up agents built
Week 3
  • All sequences written and scored
  • Copy approved by Marc, Gary copied
  • Soft launch on the new domains
Week 4
  • All campaigns live at full volume
  • Replies to Marc the same day, Gary copied
Month 2 +
  • Four new campaigns every two weeks
  • Next cycle written from the replies to the last
  • Strategy call every other week
  • Phase-two lists built and franchise disclosure contacts harvested, held for the second seat
Included in the Engine tier
  • Full cold infrastructure on separate domains, never on tenoresop.com
  • Up to 100,000 emails a month as three-touch sequences, about thirty thousand owners
  • Gary's LinkedIn seat managed end to end, paired with the email
  • Contractor, ranking, license board, convention, acquisition and podcast data pulled fresh per campaign
  • Every record we build exportable and yours
  • Your clients, open deals and podcast guests suppressed before the first send
  • Employment checked on every lead before the first send; LinkedIn accounts active in the last ninety days only
  • Visitor identification on the pages that matter, about six in ten visitors named, alerted to Marc
  • Straight-volume campaigns raced against the signal plays
  • Any campaign swapped into the rotation at the next two-week cycle
  • All copy written, scored and iterated cycle over cycle
  • Replies routed to Marc the same day, Gary copied
  • Sending domains warmed and monitored for the life of the engagement
  • Phase-two hospitality and franchise lists built during phase one
  • Dedicated account manager

08 / ProofWe have solved every piece of this before.

Hello Hero

Youth mental health platform · Same shape: a universe no data vendor sells, resolved to the named human
Challenge

Decision-makers across thousands of US school districts, a universe that exists only in public records, with the actual humans buried behind institutional entities.

Solution

Mapped every administrator in every US public school district from public data, resolved each to a verified direct contact, and ran parallel campaigns off that dataset. The contractor, ranking, license board and convention lists in this proposal are the same build.

$35M
Pipeline generated
300+
Institutional leads
15+
Specialists recruited
6 mo
Timeline

Rightworks

Cloud accounting and practice management · Same shape: a public signal as the trigger, email and LinkedIn together
Challenge

A saturated mid-market category, a sales team stretched thin, and a need for targeting that cut through noise rather than adding volume to it.

Solution

Intent-based outbound triggered on firms hiring specific roles and engaging with specific content, multi-touch across email and LinkedIn. The signal plays above are that exact mechanic: a public signal, the situation it implies, and the two channels acting as one person.

$4.2M
Pipeline generated
180+
Demo requests
28%
Reply rate
5 mo
Timeline

VirtualFork

Restaurant technology platform · Same shape: buyers who are reachable in a window, not before
Challenge

Owner-operators who ignore generic email, in a category where the deal happens when the buyer is ready and not before. A different industry with your exact dynamic: the owner sells once, on his timeline.

Solution

Signal data identified operators at the moment of expansion, with sends timed to when those buyers were actually reachable. The plays above are built around the moments your buyers become reachable, not around a calendar.

$1.8M
Pipeline generated
200+
Operator leads
35%
Reply rate
3 mo
Timeline

Ben's Bites

AI education SaaS · Same question: which buyer and which angle earns the meeting
Challenge

Real credibility in the space but no systematic outbound, and no clarity on which of many possible angles would produce pipeline. Your question wears different clothes: which trade and which angle first, and with which ask?

Solution

Forty-plus campaign types tested weekly across email and LinkedIn, doubling down only on what converted. You do not have to pick the winning theory in advance. Enough sends behind each one, and the replies pick it.

$2.5M
Pipeline generated
156x
ROI in 120 days
40+
Campaign types tested
4 mo
Timeline

09 / AcceptAccept, sign and start, right here.

Recommended

Engine · Phase one

$3,997/mo

Construction on Gary's seat. Four campaigns every two weeks, eight a month, a hundred thousand emails to about thirty thousand contractor owners, lead data and infrastructure included, with the specialty contractors, the ranked family firms and the roll-up trades written to in the first cycle. Marc takes the first calls, Gary closes.

  • 4 campaign deployments every two weeks, 8 per month
  • Up to 100,000 emails a month as three-touch sequences, about 30,000 contractor owners
  • Full cold infrastructure: domains, DKIM, SPF, MX, warming, private IP pool, never on tenoresop.com
  • All lead data included: contractor, ranking, license board, convention, acquisition and podcast pulls, resolved to the buyer with a verified email
  • Gary's LinkedIn seat managed end to end, paired with the email
  • Every record we build exportable and yours
  • Visitor identification on tenoresop.com, about six in ten visitors named, alerted to Marc to call
  • Replies routed to Marc the same day, Gary copied
  • Straight-volume buyer campaigns raced in parallel with the signal plays
  • Any campaign swapped into the rotation at the next two-week cycle
  • Parameter session with Marc to set the ICP, rank the trades and size the universe
  • All copy written, scored and iterated cycle over cycle
  • Strategy call every other week · dedicated account manager
  • Phase-two hospitality and franchise lists built during phase one and held
  • 4-month commitment · one-time $1,000 onboarding

Engine ×2 + Replies · Phase two

$7,497/mo

Construction and Marc's industries together. Eight campaigns every two weeks, sixteen a month, two hundred thousand emails, a second LinkedIn seat on Marc's account, and our team answering every reply and booking the first call onto Marc's calendar.

  • Everything in Engine
  • 8 campaign deployments every two weeks, 16 per month
  • Up to 200,000 emails a month, about 60,000 owners
  • When phase two opens, the five construction plays plus hotel groups, restaurant franchisees, retail and franchising, live from the first week of the second seat
  • Second LinkedIn seat, on Marc's account
  • Franchise disclosure contact lists harvested continuously, state by state
  • Reply handling: our team answers every reply in your voice, qualifies it, and books the first call onto Marc's calendar; Marc runs the call, Gary closes
  • A shared inbox view so you see every thread as it happens
  • 4-month commitment · one-time $1,000 onboarding, waived when stepping up from phase one
Order summary · updates live
Onboarding & infrastructure setupOne-off$1,000
Total recurring
Total due today
ORDER FORM

Client: (fills from your signature) · Contact: (fills from your signature) · E-mail: (fills from your signature)
Selected Package: · Add-ons: none · Service Fees: , payable in advance per Section 7 · Billing Option: · Amount Due at Acceptance:
Onboarding Fee: , one time · Initial Service Term: months from kickoff, followed by month-to-month. Address and phone are captured on the onboarding form.

Services: Charm is a Go-To-Market Business Process Outsourcer (GTM BPO) providing Tenor ESOP Partners sales expertise and lead generation services per the selected package: lead acquisition against ICP criteria agreed at kickoff, systems and infrastructure setup, and campaign development with ongoing strategic support.

MASTER SERVICES AGREEMENT

This Master Services Agreement ("Agreement") is entered into as of the acceptance date recorded on this page (the "Effective Date"), by and between Charm, registered as Didin Customer Service, LLC ("Charm"), located at 1220 E. Henry St, Tempe, Arizona 85281, and the client identified on the Order Form above ("Client").

1. Services

Charm provides an AI-powered lead generation system with outbound efforts via email and LinkedIn campaigns promoting Client's goods and services for the purpose of generating and nurturing leads for Client (each, a "Campaign"). "Lead" means a potential customer contacted through LinkedIn or email for the purpose of Client offering its goods or services. Charm performs the services in a timely and workmanlike manner. Scope changes require written agreement before work begins, and Charm may charge reasonable costs associated with such changes.

2. Charm's Representations and Warranties

Charm has full power and authority to enter this Agreement; performing it violates no other contract; lead sources infringe no third-party rights and promote no prohibited content; and performance complies with applicable law.

3. Client Responsibilities

Client has full power and authority to enter this Agreement; performing it violates no other contract; and contact data Client furnishes has been diligently verified as serviceable and current.

4. Content

All creative campaign assets are created by Charm. Charm may request existing content from Client to leverage in Campaigns. Client grants Charm a limited, non-exclusive, revocable, royalty-free license to use Client's marks solely to perform the services, ending with the Campaign or this Agreement. Client retains all rights in its intellectual property.

5. Placement and Approvals

Before launch, Charm sends test materials for review. Client has a 24-hour window to object; silence is approval. Client may review each email before every new send, with the same 24-hour window.

6. Term and Termination

The engagement runs an initial term stated on the Order Form (the "Initial Term"), then month-to-month. Fees for the Initial Term are committed at acceptance; neither Party may terminate for convenience during it. Either Party may terminate for material breach uncured within fifteen days of written notice. After the Initial Term, either Party may terminate on thirty days written notice. On termination, Client pays fees accrued through the effective date; if Client terminates for Charm's uncured material breach, prepaid fees for whole unstarted months are refunded.

7. Payment and Invoicing

All fees are payable in advance. The onboarding fee and first monthly period (or the discounted Initial Term fee, where paid-in-full is selected) are due at acceptance and presented for payment on this page through QuickBooks. Client authorizes payment by card or bank transfer through Intuit QuickBooks Payments; card and bank details are held by Intuit, never by this page. Subsequent monthly fees are invoiced in advance of each monthly anniversary of kickoff, invoice delivered seven days prior. Paid-in-full reflects the discount stated on the Order Form; the onboarding fee is not discounted. Late amounts incur 1.5 percent per fourteen days past due, and the program pauses seven days after written notice of nonpayment.

8. Data Access

Charm retains access to Client data to perform the services. Client may view and export all Campaign data at its discretion.

9. Confidentiality

Each Party protects the other's Confidential Information with at least commercially reasonable care, uses it only to perform this Agreement, and limits disclosure to those under equivalent obligations. Standard exclusions apply (public information, prior knowledge, independent development, rightful third-party receipt, Campaign materials and metrics). Trade secrets are held indefinitely; other Confidential Information for five years. Legally compelled disclosure requires reasonable prior notice.

10. Non-Compete

Charm shall not use Leads provided by Client for the benefit of competing ventures, during the term and for one year after.

11. Indemnification

Each Party indemnifies the other against losses, including reasonable attorneys' fees, arising from its breach of this Agreement.

12. Governing Law

Arizona law governs; exclusive jurisdiction lies in Arizona courts.

13. Severability

Invalid provisions do not void the remainder; the Parties negotiate replacements in good faith preserving original intent.

14. Successors and Assigns

No assignment without written consent, except to a merger successor, asset purchaser, or commonly controlled entity.

15. Independent Contractors

Charm performs as an independent contractor. No partnership, joint venture, agency, or employment is created.

16. DNC Compliance

Both Parties comply with all applicable Do Not Call and Do Not Contact regulations, maintain lists against registries, honor DNC requests promptly, and keep required records.

17. Waiver and Remedies

No waiver except in signed writing. Remedies here are in addition to those at law or equity.

Electronic Acceptance

Acceptance through this page, together with the typed name and the recorded SHA-256 hash of the Order Form and this Agreement as displayed, constitutes a binding electronic signature under the U.S. ESIGN Act and UETA. Charm: Didin Customer Service, LLC, by Chris Booth, Owner.

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⬡ Our guarantee

If we miss ROI, month four is on us.

If the engagement has not returned its cost by the end of month three, we run month four entirely at our cost, full effort, nothing held back, and we will connect you with people we have run that month for so you can hear how it went. And at month three you choose either way: keep going, or take the campaign matrix, the copy and every list we built and run them yourself. They are yours regardless.

Claim your guarantee →

10 / Next stepsWhen Tenor ESOP Partners signs.

01

Accept and sign above

When Gary says go, accept and sign above. The order form and agreement are on this page; the signed copy and the first invoice arrive by email.

02

Fill the onboarding form

Access, brand assets, the client and open-deal list for suppression, the Pipedrive export, and Gary's LinkedIn seat. The link comes with your signed copy.

03

Book the parameter session

The one working session where Marc, and Gary if he can, sets the ICP, ranks the trades and settles the ask. Pick the date here.

04

Contractor owners hear from Tenor ESOP Partners in week one

LinkedIn goes live on Gary's seat for the contractor owner lists while the cold domains warm, with full volume by week four.

Every contractor owner in your market,
in the next ninety days.

Accept and start →