Discovery Call - Scott Brunning - Coaching Session

MENTALITY

This person, is here for a fucking reason. They have a problem.

There is literally 0% chance they have attended a call for no reason at all. Especially if
you're on a good offer, or selling for your own agency etc. and have a pre-call process. If
they have been cold-called, watched resources, jumped on the call, they are committed to
making a change to some kind of problem, we need to dive deeper onto that, future pace
this as well. Assume, they are already in the process of buying/fixing their problem,
purely because they've even gone through all of this trouble. Every single time you talk
someone you should have the genuine belief and conviction, that they are here to be
helped, to have a problem fixed, and if they don't see the value in what you provide it is
their loss. Frame control, you are the prize, not them. Everyone takes rejection like it
is personal, instead, change your perspective towards it. Reflect on it, know that you have
PHYSICALLY become 1 step closer to the person you want to be. Every bad cold call, or
sales call provides a lesson and these are ones that no coaching can teach you, this is
the improvement of your own mental fortitude, adaptability and skill.

Frame control - https://www.shortform.com/blog/good-sales-pitch/#:~:text=Controlling

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%20person%20with%20the%20winning,decisions%20with%20minimal%20push
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You can literally sell by just asking “Why is that” “What do you mean by that” etc. “What
kind of effect has that had on you” “What shifted for you”

Opening/Rapport
Rapport - Important - We don't just come across as a sales-robot, we are
human too and can relate to them in some way.
But don’t ignore the elephant in the room, they know that they are here for
a reason - People don't buy from a friend, they buy from someone who can
solve a problem - Keep rapport short, walk the line of showing you’re down
 to earth, but also here to talk business and you are an EXPERT in this field
so they will respect you. Rapport, confidence will allow you to be perceived
in this way without having to showcase any specifics yet. Do the rapport
and set the frame correctly/agenda too and it sets the tone for the whole
rest of the call. If you have something ACTUALLY human and relevant to talk
about (e.g you saw on LinkedIn they play golf and you also do, you could
bring that up OR keep it business related, “Just saw you recently got X
award, you must be excited and probably even busier than usual right?”
very personalized, trust me if you ask how the weather is at the beginning
of the call it does no good, more harm, it’s better to dive straight into the
call instead of pointless small talk.

Great Bob - I’m really looking forward to our call here. Just before we dive in, can
you give me a high level overview of yourself and what brought you to this meeting
- not my personal favourite
Obviously we're here to go through a few things … Cool if we dive into
things?
Alright sweet, I do wanna be fairly tactical with our time. I'm ready to dive
into things if you are
Are you cool if we get going? - get them on your side

FRAME: Just so you know how this call is gonna go

Just so you know how I like to run these calls

1. Wanna find out what some of the goals are in business/life

2. Give some guidance around those goals
3. If what we do makes any sense, and if so what package etc.
4. Then if I feel like what we do is a good fit for that pathway, we can address any
questions you have and get you ready to rock from there.

^ these are examples, make this what YOU are looking for from the call

At the end of the call if I feel like we can help you, I'll make you an offer,
sound fair?

^^^^^^^^^^^ THIS IS KEY, without it, the call is directionless and will not
close, people need to be led, that is your goal as the person running the sales call

Tailor this based around what the goals/objectives/service is that you

offer/fix, but this is the general structure.

THIS IS AN OPTIONAL THING AT BEGINNING, EARLY COMMITMENT:

 Okay, just so I know on my side, if I break everything down today and it
does look like what you’re looking for, would it be out of this world to say
we could get you started today?

Look, I’ve been in the game for a while, and I’m in the business of being
super transparent. The only thing I ask, is that you do exactly the same. So
if at the end of the call, I feel like this is the right fit and I extend you an
offer, I only ask that you give me either a “NO” which is totally fine, no hard
feelings, or a “YES” so that we’re not just going back and forth, I’m not
chasing you around like a crazy ex. Is that fair enough?

A good time to use commitment at the beginning of a call, is if you’re

talking to a power frame, like an individual with a fucking ego.

Clear agenda, and they know they need to make a decision on call.
Obviously if you decide to go for the 2CC you don’t need to do this.

Discovery

Discovery questions - open ended we wanna avoid yes/no answers, always be digging, go
below surface level - people will always give generic answers, it's our job to unveil the
smokescreen. Each questions is moving us towards the close - ABC - Always be closing
If you reframe/reword the exact same question, you will get a different and better
answer, every single time, simply ask “What do you mean by that” if you don’t get the
answer you wanted, or reword the same question… “What I really mean is XYZ”

Bold questions are “ways out” this is getting the prospect to essentially tie-down that
they need our service, or now is the right time etc.

I guess, a good place to start, just breakdown what brought you onto this meeting with
me today?
1. Will give an actual explanation, looking to fix issue
2. Well, you called me, and now I’m on this meeting
*laugh* Well, I would assume you’re probablyyyy not just jumping on every random call
as soon as the opportunity arises, so I guess, with that being said, what do you feel like
you’d be looking to get out from this call today then?
Juicy question - In your opinion what’s the biggest challenge you’re currently facing with
lead generation - specific, tangible problem that they are having, that is a juicy opening
question, straight to business.
WHY ARE YOU ON THIS CALL TODAY? - Establish this, if they tell you it's for info, it's BS.
And get transparent, be on their side, be a friend, and as a friend slightly challenge them.
"Hey, look, I've done this for a really long time, you're probably not jumping on 10 calls a
day just mopping up information. My goal with this call, is to be as transparent as
possible, so I can genuinely see if we can even help you, the only thing I ask is you do the
same. So if it's literally information, be a bit more specific, what of what we do, has
interested you?"

IN YOUR OWN WORDS WHAT WERE YOU HOPING TO GET OUT FROM THE CALL?

(IF IT COMES FROM YOUR MOUTH, IT’S SHIT - IF IT COMES FROM THEIR MOUTH IT’S GOLD)
If you assume/label them with a problem, they don’t feel problem/pain, if they outrightly say it
themselves, you have made them feel that before expressing it.

Tell me about your company & role - going deeper than surface level

Understanding the surface level you can just get that from linkedin/instagram, this is to
get a deeper understanding of the logistics of their business - new information, are they
actually be a decision maker - things that you wouldn't find online, don't want to look
like we are unprepared and don't know the basics already. Who else would be involved in
choosing a solution to these problems?

To then branch out and get timelines on achieving these specific goals - clear
understanding of where the direction of their business is going

What's keeping you from achieving X GOALS, what challenges are you facing currently

Get the issues/problems out from their mouth - If it comes from your mouth it's shit, if it
comes from their mouth it's gold. Don't suggest answers, and then when you get to the
end of the call, the product that you have that solves these issues has a TON more value
to it, because they've flat-out admitted the problems on their side, and we have the
remedy.

Don’t give them ways out SUPER early in the sale, but after you have context on their
current situation

SEEMS LIKE YOU'RE DOING…..PRETTY GOOD ALREADY, WHY NOT JUST CONTINUE XYZ PATH

Get them to explain why change is required

ARE YOU SURE, NOW IS THE RIGHT TIME WITH EVERYTHING YOU'VE GOT GOING ON? I'D
UNDERSTAND IF YOU NEED TO REVISIT THIS. This is a question, that people/closers are
scared to ask, because what IF they agree. Likelihood is they won't, and they'll actually sell
themselves on how it is the right time and things need to change, if they don't, genuinely not
that great of a prospect, respect your own time and energy and just cut the meeting short, it's
far fucking better to end something early, they go around start window-shopping jumping on
a bunch of calls, maybe they even take a call that feels like what they're looking for, but you
will always be in the back of their mind because you didn't just submit to them, and I can
almost guarantee they'll come back. You always want to be the final option.

WHY NOW? WHY MAKE A CHANGE NOW? SOMETHING MUST HAVE SHIFTED RECENTLY,
WHAT WAS THAT?

Justify their questions, which lowers authority

What do you mean? How do you mean by that? How did that affect you? Why? Hm,
interesting (and a lot of the time people will then give you another piece of information) -
keep the natural flow of questions, expand on everything, NEVER settle for surface level.

What have you tried before to solve this? Maybe worked with different agencies, get an
understanding on what they done, why it didn’t work out, PREVENT THE OBJECTION “I’ve
been burnt before” understand their situation, tailor your pitch to why your solution is
superior, they had some pieces of the puzzle before but not all of them, these are the
missing things from before and why OUR solution will fix it.

2 OBJECTIVES OF A DISCOVERY CALL - THE PROBLEM, THE PROBLEM, THE PROBLEM (DEEP
FUCKING DIVE, UNDERSTAND IT COMPLETELY) AND OBJECTION PREVENTION, WHAT’S
STOPPED THEM FROM ALREADY FIXING THIS

Okay perfect, I’m glad that you can see the value in solving XYZ, when you worked with
this company I guess.. What things were good about the experience, and what do you feel
like was missing?

What do you wish they had told you on that first call with them, so you had more clarity
on what to expect?
Reframe: Well, I’m glad that you are still valuing the importance of fixing XYZ, still
jumping on calls to solve this issue. And know that you were just missing a few pieces of
the puzzle - (to outline those missing pieces, powerful). I love that

Why do you feel like you're having these issues? Niche down and get a better understand
on this

Who else would be involved in choosing a solution to these problems? We need them to
be the ONLY decision maker, if not setup a second call. Listen for this early, if they’re
saying “We”

What happens if these problems go unresolved? This gets them imagining a bad
situation, we start building the gap. Diving deeper on the pain.

If you did solve these problems, what would that success look like/what would change
for you? - this may give business changing answers

How will this make your life better if we achieve X - this will give personal answers

If they give a surface level answer - NEVER accept the surface level answer, as humans,
we will always give that instinctive reply that is essentially just subconscious, they
didn’t even think about it. Don’t just move on, so many closers make this mistake.

What I really meant with that is _____ reword the question, expand on it

Perfect for if they give a super generic answer - we're all conditioned to just instinctively
to reply to certain things, we want them to actually be thinking, deeply about the answer
s they're going to have.

Hammer them until they answer how you actually want- never just move onto the next
question just because they didn't give what you wanted/were looking for.

Do you already have a specific criteria/checklist crafted for choosing a solution to these
problems? Kind of gets them to break down exactly what they're looking for. Becomes a
game of ticking boxes.

I'm looking to lose 400 pounds

Sweet - What kind of things have you tried in the past

Extracting what they tried before and what was the missing piece, why didn't it work.
They tried a couple different fat loss programs in the past, didn't see the results they
wanted, and lost motivation.

Right, okay gotcha makes sense. What do you feel like was good about those programs,
and what was missing? - Sales resistance if you only ask what was missing, the goal is to
see what kind of things they do enjoy/does work for them, and what caused the prior
things to not work out.

"Yeah, the videos were super helpful, they had fat loss calculators, but I lacked a sense of
accountability, no-one in my corner"

PAIN - always digging for pain - ABC always be closing

Okay, so mainly the accountability blah blah - How long has this been issue for?

2 years

Are you doing anything at the moment to combat this, or is a big part of this call taking
that next step.

LABEL THEM - Labelling is a powerful tool to flip a bad experience into a positive one.
They have tried something before - it didn’t work for them, rather than just trying to
justify why yours is different or better, turn the experience into a positive one.
“Okay, so you’re the type of person that experienced failure, but didn’t let that define
them/stop them from achieving XYZ desired outcome right? I love that”

“Well great, sometimes we have to go through some bad experiences to learn a few
lessons, as I’m sure now you are much more cautious when making a decision - what
made you jump on this call today, what is it about US that instills that sense of trust and
that it will be different from your past experiences?” Get them to justify their positive
outlook, rather than assuming or putting words into their mouth.

____________

Why is this important to you?

generic answer

Expand - Okay cool, makes sense. If it's okay with you, I do want to go one level deeper
though?
Wait for permission to proceed - illusion of choice, and also preparing for a question that
could feel uncomfortable if not addressed beforehand. Do exactly the same with
finances. I know there’s a stigma talking about $$, is it okay if I shoot you a couple Q’s
just so I have a better understanding?

What would achieving X allow you to be able to do in your life, that you can't right now? -
fat loss, making money, whatever service - TONALITY - don't want the surface level answer
you want the expanded. If it was money based, they might say financial freedom, we want
them to expand and break down financial freedom feels like for them.

Appreciate you sharing that with me

I'm a big numbers guy - I do love to tie a number to something so it becomes a goal
rather than a dream - Any goal that doesn't have a number attached to it is more of a
fleeting dream.

What is X goal in the next 6 months 5k per month

12 months -10k per month - I have a wedding, 50lbs lighter

12 months financial - yearly goal salary, then you can break down that number into
monthly, weekly and showcasing smaller steps of how we can get there.

FRAME

Do you ever get someone that just TALKS - you’ve not set the frame/tone of the call and
they don’t believe you’re an expert and can actually help them. Work on setting the
agenda and frame better. Tactical ways to pull back frame when it’s already lost:

If they are rambling, visual cues are so powerful, put your hand up in the air to interrupt
them and then say “Sounds good - you just said something super interesting then
_____) this is an easy way to regain control, whilst making them feel like you’re not
just being rude as we linked it back to them still.

Also saying like “I love your enthusiasm, but I do want to be tactical during this call and
really guide you, is it okay if we try to be a little more concise with your answer”

If they’re STILL controlling the frame heavily and are more of an ego type of prospect, go
for the kill “Look man, you’re realistically on this call for a reason - things obviously
aren’t perfect. I can either sit back, relax and let you keep running the call and you’ll stay
in the exact same position, or we can do things my way and figure out a clear pathway to
where you want to be going. Is that fair enough/how do YOU want to proceed?”
Pain/Problem

Get them to feel the pain - reflect, feel it, and breathe that shit

It sounds like this is something that you've thought about a lot and it's clearly very
important to you, to make these changes in your life.

You've been thinking about this for ____X AMOUNT OF TIME________. What has
stopped you from creating this change/creating the life you strive for.

_________________

Why/why is that? - digging Ask, short concise questions, who, what, where, why? power
driven, frame, authority

What are you going to do if you keep putting this off and never get something going, get
X result, achieve this ____ you want them to be taken back, thinking about the end
result of not moving forward

That concept.. How does that make you feel? Being in the exact same position in 3 years
time, 5 years. TONALITY, lower the tone, use tactical pauses, feeeeeeeeeeel their pain.

The mentality of "it's too late for me"

You know, I do a lot of these calls (EXPERTISE, SHARP AS TACK) with people who are X
AGE (Make that a comparable age to where they're at) prompting question - if you were to
guess, what do you think their biggest regret is when I'm talking to them ANSWER - it's
that they wish they didn't just live/breathe excuses, the time wasn't right, the stars
weren't aligned, my dad just tripped over a banana whatever it is. You're in a position
they WISH they were in. (5 years younger)

We have given them SO many routes out, that they literally want this way more sub-
consciously, it came from their mouth. The analogy I use is imagine a hotel hallway,
you’re opening doors for them to exit the conversation, but you’re getting them to close
the door themselves.

Where are you today, and where do you want to go? Tell me about some of the upcoming
goals - clearer picture of where they want to go to. Do they want to save time, increasing
revenue, improve customer satisfaction increase LTV. Pinpoint these and we can target
them further into the call.
Opportunity Cost

WHAT WOULD YOU NEED US FOR? WHY NOT DO THIS YOURSELF?

Okay, love that... Why haven't you already then?

BS excuse - expand on it, tie it back towards, maybe they tried other stuff, they do need
help.

Have you taken the time to consider where you’d be now if you HAD started 2 years ago
when you first had the idea? How does that make you feel?

Or: Our average client gets XYZ result within 1 year, have you thought about where you’d
be right now if you had also bitten the bullet and started with something like this a year
ago?

Cool, love that mentality. You're a smart dude/gal I definitely think it's achievable on your
own, people don't work with us because we have some like magic pill for weight loss -
They hire us because we can massively speed up the process, shorten the learning curve
and provide accountability to get you there.

REFRAMES

Self-doubt/limited mindset - EMPATHIZE

Okay, totally understand. I get that this is a big decision for you, that maybe you're gonna
need some time to think about. I'm also the kind of person that likes to 100% make sure
this is the right decision for me before moving forward. Is it cool if, just so I have a better
and more clear understanding I just shoot you a question?

Yes

Do you feel like your mindset and decisions you've made so far in life have got you to
where you are currently.

Yes

And are you 100% happy with where you're at.

No
Sweet, do you feel like maybe to get different results that we desire we may need to make
a few uncomfortable decisions to allow for that change to occur.

Yes - maybe...

Cool, we're kind of at that fork in the road right now - we can keep doing what you're
doing currently and be in a similar position in 2 years time, or we can push into the
slight discomfort and never look back.

Comfortability is the breeding ground for mediocrity

We all want to be comfortables as humans, but that isn’t the way we grow.

Out of comfort zone:

I know that this feels a little uncomfortable but this is the way it's got to be...comfort is
the breeding ground for mediocrity - so you can either stay in that breeding ground for
another, 12, 18months or we can start to make the moves so we can start to become the
person we wanna in order to get the results- it's up to you , at the end of the day it's your
choice ... so what do YOU need to get the outcomes that you want for you, your business
and your family?

I need time

Totally get it dude. Is it cool if I just challenge you on that for a second?

Yes

Realistically, it doesn't take time to make a decision it takes information,

I'm 100% going to be the best source of information for you to be able to make that
informed decision. What do you really love about what we've discussed, and what
do you feel like is missing - not just focused on negatives but also the positives
and they start to soft-sell themselves, keeping them in buying state.

That’s okay if you want to think about it. But I don’t think that's what's best for you given
the information told to me a moment ago. We’re right at the finish line, and this is where
we so many people stop and bail.. But here's the thing you’re going to have to eventually
do it. Whether it’s now, tomorrow , 1 year or 10 years and each time you delay the problem
is just gonna get worse…. Committing is the hardest thing about this, after this point all
you need to do is follow our lead, take each day as it comes and get the results that you
have been searching for… are you in ?

PITCH

Just to make sure I have the full picture, give summary, talking about what they need as well
not just their current sitaution - this is where you’re at, this is why you can’t currently get
there

Did I miss anything? Anything that’s super important that I should know?

They feel we have a complete, clear picture on their sitatuin

Based on XYZ I do think you’d be a good fit, we can help you etc.

Power of illusion

But I wanna let you decide where we go from here, idk if you just have a few questions that
you wanna shoot my way, alternatively I can run you through the exact process I know that
can help you and you can ask questions along the way, but it’s totally up to you how do you
prefer to do things?

I just have one favour to ask,

Out of this world Q - I’ll go through everything here now, make sure you have complete clarity,
answer all your questions.. If it looks like the right fit, would it be out of this world to say we
can get you started today?

If negative response:

What I really meant by that was

There are 3 things that you can say to me at the end of this call
Fuck yes Scott, everything I’m looking for I’m in

No - And I want you to know, a no is totally fine, I’m a big boy, I can take it

I want to avoid the maybe, because I know that this is just a polite way of saying no. Are you
cool to stick to either a YES or NO by the end of the call

Focus on the desired outcome, not the journey

Check in with them during the pitch, don't just have three minutes of you talking shite,
tailor the pitch to what they have said is most important and then check in with them
after every couple of points, ensure they are engaged, following along, don't have
questions to avoid the huge Q&A session at the end.

Where do you want to go from here?

After all these, get the commitment. They have, by this point, essentially sold themselves.
We just need to get them to actually commit with this. We have given so many ways out
throughout the discovery process, if we’ve made it this far, they are clearly onboard with
doing this sort of thing.

Cool, any other questions, or do you want me to breakdown the onboarding process?

Or, get commitment, if you’re unsure

● So, how do you see this program working for you?

● Is this something you really wanna do?
● And other than the investment and onboarding (which we'll go into shortly) are
there are any other questions or concerns that I haven't covered yet
● And other than finances is there ANY reason whatsoever that would keep you from
getting involved today?

Huge amount of tiedowns from this

Stay silent after price drop, let them talk first, always

Peace and love - Scott

@scott.brunning - shameless plug for typing this up for free ;)