I run a lead generation service and get my prospects through cold calling. On the cold call I pitch the offer, they usually ask about price, I tell them, and then they agree to a sales call. My problem is that discovery feels awkward because of how the relationship started. Since I’m the one who reached out, I find it a bit off to ask things like “What made you want to jump on a call today?” because the answer they might be having is “you invited me.” They also never came in with a problem. They’re reacting to my offer, so it’s hard to get them to recognize and talk about their own situation without it feeling like I’m forcing a pain onto them to justify what I’m selling. How do you handle discovery and reset the frame on calls you booked through cold outreach, so the prospect ends up describing the problem in their own words?

Here’s a FULL breakdown on the EXACT sales framework I have used to close multiple millions in agency deals. I go 100% in-depth. The video’s an hour long, so have a pen & paper handy to take notes. Enjoy 🙌 https://youtu.be/_A73qdY832g?si=CALFSquyexw9p0q-

If you ever offer payment plans, you need this. Most people handle the payment plan ask like this. The prospect says "can we split it up?" And they go "yeah sure, no problem!" And then they wonder why the guy ghosts after the first payment. The reason why is because you just told him the deal doesn't matter. Think about it. If splitting it up costs you nothing, then in his mind, it's worth nothing. What's the point of your price if it can be haggled out of thin air? So here's what I do instead. Three steps. Step 1: Lean out. The first answer is "I usually can't do that." And then you give a legitimate reason why your normal answer would be no. So I'll say something like, "Honestly, anytime I let someone in on a payment plan, I have to go justify it to my business partners. They don't like it, because people who join on payment plans usually just aren't as committed." And notice the reason is real. It's not a tactic if it's true. Step 2: Make the trade. Now you flip it. But you label what they're giving you in return, so the exception makes logical sense. "But because you've been very straight with me on this call, and you've shown me you're the type of person who would actually be a great case study, I'm willing to make a trade and stick my neck out for you." What their brain hears is, "He's not doing this because he's desperate. He's doing this because of who I am." Completely different frame. Now the payment plan is something they earned, not something you caved on. Step 3: Get the commitment. The concession comes with conditions. And the conditions have a reason too. "So if I'm going to be the good cop that goes and fights on your behalf to my partners, I need to be able to prove to them that you're serious. So let's get the paperwork signed before we hop off this call, and everything paid within the next four weeks. Fair enough?" See what happened there? The thing you asked for is exactly what proves they're the committed person you just said they were. They can't say no without contradicting their own identity.

"I get all my work from word of mouth. Never needed marketing." You've heard it. Most agency owners either argue with him or agree with him... but both lose the deal. The reason why is because he's overconfident in his ability to solve the problem on his own. As long as he believes that, he has zero reason to pay you. So you lower his confidence. Now, you can't do it by challenging him. You do it by asking a rapid string of specific, technical business questions he probably can't answer, because he's been running on feel for years and it's worked well enough that nobody ever made him check. Let's say, for example, you're on with a roofer doing a couple million a year, all referrals. "How many leads came in the week before last?" "Not sure... I'd have to check." "You don't have that tracked? Got it. Well what percentage of your estimates turn into signed jobs?" "Pretty high, I'd say." "How many more jobs could your crews handle in a month before you'd need to hire?" "Honestly, not sure." Three "I don't know"s in a row. And he heard every one of them come out of his own mouth. (If you've been on my weekly Agency Sales coaching calls here in the group, you might have heard me say 'Their word is gospel, your word is garbage') That's what makes this work. You never argued with him once. He lowered his own confidence, so there's nothing for him to push back on. Two or three of those in a row and he opens right up. So, before your next call, write down five numbers a successful owner in your niche usually doesn't track, and then you can ask those quick numbers questions in discovery to lower an overconfident prospect's self-belief, thereby setting them up to be open to working with you.

Hey anyone in real estate looking to roleplay? I wanna improve my objection handling.