‭Demo Call - Discovery‬

I‭ n this document, you will find out why the discovery is the most important part of‬
‭the sales process. Additionally, you will also learn what questions to ask and why, so‬
‭that you can get as much information as possible about your prospect. This is‬
‭essential for you to be able to pitch and close.‬

I‭ n discovery, this is where you build the emotional gap from where the prospect‬
‭is to where they want to go.‬

‭Here, you should cover 3 of the 7 main sales beliefs:‬

1‭ .‬ D ‭ oubt belief‬
‭2.‬ ‭Desire belief‬
‭3.‬ ‭Cost of inaction belief‬

‭The discovery can be broken down into 6 steps:‬

1‭ .‬ ‭ efine and probe on the problem stage‬

R
‭●‬ ‭Always loop back to the core issue throughout the call.‬
‭2.‬ ‭The ideal buying criteria stage‬
‭●‬ ‭Overcome the doubt belief, especially if they have been burnt before.‬
‭●‬ ‭Identify their buying criteria and loop back to this in the pitch.‬
‭3.‬ ‭The goal stage‬
‭●‬ ‭Understand what goal they want to achieve, both financially and personally.‬
‭4.‬ ‭The reality stage‬
‭●‬ ‭Build the gap by making them realize how far they actually are from the goal.‬
‭5.‬ ‭The consequence stage‬
‭●‬ ‭Help them understand the opportunity cost of their inaction.‬
‭●‬ ‭This covers the “I need to think about it” objection.‬
‭6.‬ ‭The buying stage (pitch)‬
‭●‬ ‭Get the prospect to buy in and ready to commit.‬

‭Page‬‭1‬
‭Script‬

‭ ou can use this script to start, but make sure to find your style and what works for‬
Y
‭you!‬

‭Hey man, how is it going?‬

‭Can you see and hear me all good?‬

“‭ I have prepared quite a few things for you today. But, from your experience, what‬
‭would be the most valuable way to spend the call today so we can focus on you and‬
‭your company’s needs?”‬

“‭ Not a problem. On the previous call, you told me that you were doing xyz‬
‭lead-generation and doing xyz deals a month. Is that correct?”‬

“‭ Okay, just so I can understand the rationale behind why you scheduled the call‬
‭today because it seems things are going fairly well - what is the reason why you don’t‬
‭just double-down on what you are currently doing?”‬

‭“Oh. How long have you felt that way?”‬

‭“Has that been the main bottleneck for the growth of your operation?”‬

‭“How so?”‬

“‭ Got it! Have you poked around at any other inbound solutions to solve the xyz‬
‭bottleneck?”‬

‭“Who do you look at specifically?”‬

‭“How did those conversations go?”‬

‭“Is there anything you liked about them?”‬

‭Page‬‭2‬
‭“Just out of curiosity, is there anything that prevented you from going with them?”‬

“‭ So, what would you say are the 3 ideal qualities you look for in a partner that helps‬
‭you generate highly qualified leads?”‬

‭“If you were to solve this bottleneck, what would be the ideal monthly deal-flow?”‬

‭“4 a month, got it. And on what timeline?”‬

‭“How much personal income would 4 extra deals a month bring you?”‬

‭“Got it! And what does an extra $X a month do for you on a personal level?”‬

“‭ I get that making more money is great. But, for me personally as an example, I want‬
‭to be able to retire my mum and pay off her mortgage. So, for you, what will that‬
‭money allow you to do?”‬

‭“So what does building a legacy business for your family look like?”‬

“‭ If you continue doing what you are currently doing, how close do you feel to‬
‭achieving that legacy business for your family?”‬

“‭ I know failure is not an option, I am the same way! However, what I have noticed is‬
‭that there are always two sides to a coin. The side we are running towards and the‬
‭side we are running away from. Usually, the side we are running away from is‬
‭stronger. I want to retire my mum, but I wouldn’t be able to live with myself if I saw‬
‭myself as a failure and unable to do that.”‬

‭“So what if you are unable to build this legacy business?”‬

‭“Are you willing to settle for that?”‬

‭“Why not?”‬

‭Page‬‭3‬
“‭ Well, that’s really what I wanted to hear because that is exactly what we are going to‬
‭do for you.”‬

“‭ It seems like you have xyz bottleneck that makes you want to make a change. Does‬
‭that sound about right?”‬

“‭ If you want I can talk you through everything and show you how we will get you‬
‭from A to B.”‬

‭“Does that sound good?”‬

‭“Perfect.”‬

‭Then, go into the pitch.‬

‭Page‬‭4‬
‭Demo Structure Recap Breakdown‬

‭Make sure you have their full attention.‬

‭‬
● ‭ hey can hear you loud and clear‬
T
‭●‬ ‭They are in a quiet environment‬
‭●‬ ‭They have a pen and paper‬
‭●‬ ‭If a partner jumps into the call, get to know them and their decision-making‬
‭capabilities.‬

‭1.‬ ‭Let them say their pain themselves.‬

‭●‬ A
‭ lways ask this question at the beginning of the demo call to reignite the fire‬
‭in them of why they are on this call in the first place.‬

‭2.‬ ‭Recapping the pain‬

‭●‬ “‭ So, in our last call, you mentioned that you are doing xyz lead-generation‬
‭channels and doing around xyz deals a month, am I correct?‬
‭●‬ ‭This will show them that you remember everything they told you previously,‬
‭which gives you authority.‬
‭●‬ ‭Plus, if these figures have changed or the decision-makers disagree, then you‬
‭are able to get the updated numbers.‬

‭3.‬ ‭Go to the rationale question‬

‭●‬ “‭ I can see things are going pretty well for you, what is the rationale for‬
‭scheduling this call with us?”‬
‭●‬ ‭“Why don’t you just double-down on your current lead-generation strategy?‬
‭●‬ ‭“What exactly do you mean by that?”‬
‭●‬ ‭“How long have you felt that way?”‬
‭●‬ ‭“How has this specifically affected the growth of your operation?”‬

‭4.‬ ‭Ideal buying criteria stage‬

‭Page‬‭5‬
 ‭●‬ F ‭ ind what solutions they have tried in the past to get over the “I’ve been burnt‬
‭before” objection.‬
‭●‬ ‭“Out of curiosity, have you tried any other inbound solutions to solve the xyz‬
‭bottleneck?”‬
‭●‬ ‭“Who did you look at specifically, if you don’t mind me asking?”‬
‭●‬ ‭“What do you think prevented you from exploring other options?”‬
‭●‬ ‭“Gun to your head, from the companies you have spoken to, who would you‬
‭go for?”‬
‭●‬ ‭“Got it, why?”‬
‭●‬ ‭“Oh you liked xyz. Anything else you liked about them?”‬
‭●‬ ‭These questions will help you understand their preferences.‬
‭●‬ ‭This is how you unveil their ideal buying criteria.‬
‭●‬ ‭In this stage you want to find out what they liked and disliked about other‬
‭companies they looked into working with. This will help you during your‬
‭pitch.‬
‭●‬ ‭If the prospect says they have not looked into other options at all, you can‬
‭directly ask for their top 3 ideal qualities they would look for in a partner to‬
‭scale their lead-flow.‬

‭‬
● ‭ ow, you must highlight their desires.‬
N
‭●‬ ‭“What is the ideal monthly deal flow you are looking to scale to?”‬
‭●‬ ‭“What is the timeline on that?”‬
‭●‬ ‭Then highlight revenue and then personal income.‬
‭●‬ ‭“How much revenue does an additional 4 deals bring you every month?”‬
‭●‬ ‭“From those 4 deals, how much personal income does that contribute to?”‬
‭●‬ ‭“Okay but what does that money do for you more personally?”‬
‭●‬ ‭No one cares about scaling the revenue, what people care about is the‬
‭profit that they take home.‬
‭●‬ ‭Remember, here you can use tactical vulnerability to get them to open up by‬
‭mentioning your own personal goals.‬
‭ ‬ ‭Tactical vulnerability disarms the prospect and makes them feel comfortable.‬
●
‭●‬ ‭Don’t forget that without pain and emotion, there is no sale.‬

‭●‬ ‭Now, ask the reality question to build the gap.‬

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 ‭●‬ “‭ If you continue doing what you're doing, how close do you feel to achieving‬
‭xyz emotional driver?”‬

‭5.‬ ‭The consequence stage‬

‭●‬ P ‭ re-handle the “think about it” objection to build the internal fire in the‬
‭prospect to make sure that they want to move forward with the sale.‬
‭●‬ ‭“Well man, what if you don’t achieve those goals?”‬
‭●‬ ‭“There’s always two sides to every coin: the side you are running towards and‬
‭the side you are running away from. What would make you feel like a failure?‬
‭What if you don’t achieve those goals? Are you willing to settle for that? Why‬
‭not?”‬
‭●‬ ‭Here, you can also use the burning building kid analogy. Please refer to the‬
‭video for the details on that. Essentially, a kid running from a burning building‬
‭will be willing to do anything as fast as possible because they have no other‬
‭option.‬
‭●‬ ‭If the prospect is still not giving in at this stage, ask them about their‬
‭commitment and priorities.‬
‭●‬ ‭“Is this even a priority to you to solve xyz bottleneck, get to xyz revenue and‬
‭personal goals?”‬
‭●‬ ‭“So why not just kick this can down the road and solve this a few months or‬
‭years down the line?”‬
‭●‬ ‭“Why now?”‬
‭●‬ ‭Get them to give you their priority immediately.‬

‭6.‬ ‭The buying stage (the pitch)‬

‭●‬ “‭ Well, that is really what I wanted to hear because I do think what we do would‬
‭work for you. It seems to me that the main bottleneck is xyz and you are‬
‭willing to make a change. Does that seem about right?”‬
‭●‬ ‭“If you want, I can walk you through everything and also show you how we can‬
‭get you from A to B.”‬
‭●‬ ‭Then, go into the pitch.‬

‭Page‬‭7‬
‭A few things to remember before you do so:‬

‭‬
● ‭ on’t be afraid to ask the questions even if it makes you uncomfortable‬
D
‭●‬ ‭Some parts of the sales process will be uncomfortable - be okay with that‬
‭●‬ ‭Never pitch during discovery‬
‭●‬ ‭With alpha-type prospects, provide more context‬
‭●‬ ‭When you handle someone’s objections - don’t pause and let them ask you‬
‭another question; instead, follow up with another question to flip the frame‬
‭back on the prospect and hold authority.‬

‭Page‬‭8‬
‭Challenge:‬

‭Only ask questions next time you are doing a discovery call!‬

‭ he best salespeople are able to ask the right questions that get the prospect to‬
T
‭understand their true situation and realize it’s time for change.‬

‭Understand that most people don’t take the time to realize the situation they are in.‬

‭ ore importantly, they don’t know the ramifications and opportunity cost of‬
M
‭repeating what they are currently doing.‬

‭When you are asking these questions, never assume the prospect’s answers.‬

‭Ask mostly open-ended questions.‬

‭Allow the prospect to get to the answers on their own.‬

‭ he key to the pitch is to use all the ammunition gathered in the previous stages‬
T
‭and explain the system that will get them to their goals in the most concise way‬
‭possible.‬

‭Never make the presentation longer than 15 minutes.‬

‭ on’t sell on logistics, sell on emotion.‬

D
‭Keep them in the emotional buying pocket to complete the sale.‬

‭Page‬‭9‬
‭How to do this?‬

‭2 Focus Points‬

‭There are 2 focus points to bear in mind.‬

1‭ .‬ B‭ uilding the 3 pillars‬

‭2.‬ ‭Creating and presenting the demo deck‬

‭Pillar Creation‬

‭Goals‬

‭ ‬ I‭ t’s important to only have 3-4 pillars so we don’t overwhelm the prospect‬
●
‭●‬ ‭Be concise‬
‭●‬ ‭We want them to have as little questions as possible‬

‭Example‬

‭ illar 1 - Leads on demand system‬

P
‭Pillar 2 - Done for you leads and automations‬
‭Pillar 3 - Scaling infrastructure‬

‭Remember, you can name your pillars whatever you like.‬

‭Make them sound professional and exciting!‬

‭ illar 1 explains what the ads are, how they are run and how they differ from all‬
P
‭competitors.‬

‭ illar 2 explains how everything works, the speed and efficiency of the system and‬
P
‭how it benefits them.‬
‭Pillar 3 outlines the role of the account managers, how the calls are done to keep‬
‭both sides accountable and what the future looks like. The key with this pillar is to‬
‭future-pace the prospect to show them there is potential for growth.‬

‭Page‬‭10‬
‭Pillar Framework‬

‭‬
● ‭ hiny name‬
S
‭●‬ ‭What we do‬
‭●‬ ‭How we do it‬
‭●‬ ‭Why we are different from competitors‬
‭●‬ ‭How it benefits them‬

‭Make sure to ask for their buy-in at the end of each pillar.‬

‭ or example, “are you with me on that?”, “did I explain that correctly?”, “does that‬
F
‭make sense?”, “did you have any questions on that?”‬

‭Page‬‭11‬
‭How To Create The Perfect Demo Presentation‬

‭‬ D
● ‭ on’t overcomplicate this step‬
‭●‬ ‭Keep it concise‬

‭Slide 1‬

‭●‬ ‭Keep it professional and make sure to include your logo‬

‭Slide 2‬

‭‬ T
● ‭ ype out “is there anyone else that needs to see this today?”‬
‭●‬ ‭This will check off the support belief‬

‭Slide 3‬

‭●‬ ‭Speak briefly about what differs you from competitors‬

‭Slide 4‬

‭‬ P
● ‭ illar overview‬
‭●‬ ‭Include 3 pillars on the slide‬

‭Slides 5 & 6‬

‭●‬ ‭Breakdown of Pillar 1‬

‭Slides 7 & 8‬

‭●‬ ‭Breakdown of Pillar 2‬

‭Slides 9 & 10‬

‭●‬ ‭Breakdown of Pillar 3‬

‭Page‬‭12‬
‭Slide 11‬

‭‬
● “‭ Questions?”‬
‭●‬ ‭Allow them to ask questions‬
‭●‬ ‭Get an overall temp check‬
‭●‬ ‭“From what we covered, do you feel like this is the right solution to get you to‬
‭[revenue number and emotional drivers]?”‬
‭●‬ ‭If you get a ‘yes!’, ask them “why?” and proceed.‬
‭ ‬ ‭If they seem hesitant, address what doubts they have before moving on to the‬
●
‭next slide.‬

‭Slide 12‬

‭‬ P
● ‭ ricing options‬
‭●‬ ‭Try the A/B close!‬
‭●‬ ‭This is where you have one pricing option that doesn’t seem great and‬
‭another one that is great!‬
‭●‬ ‭If both options seem appealing, the prospect will be stuck in a dilemma and‬
‭have a hard time choosing.‬
‭●‬ ‭Make it easy for them!‬
‭●‬ ‭Once they pick one, ask them “why?”‬
‭●‬ ‭Always ask the “why” questions to sell them back in.‬
‭●‬ ‭Don’t justify your prices, once you mention the options take a pause and let‬
‭them think.‬
‭●‬ ‭If the prospect is ready to rock, take their credit card details immediately on‬
‭the call.‬
‭●‬ ‭Get their agreement ready, send it to them and get them to sign before the‬
‭call ends!‬
‭●‬ ‭Don’t send the invoice or agreement and get off the call.‬
‭●‬ ‭While they are squaring everything away, get them booked into the‬
‭onboarding call and let them know about it and the next steps.‬
‭●‬ ‭If they have objections, handle the objections - this is covered in detail on‬
‭another module and resource!‬

‭Page‬‭13‬
‭Exercise‬

‭Now it’s your turn!‬

‭‬ F
● ‭ ind an accountability partner who you can role-play with and practice.‬
‭●‬ ‭Build out your pitch, name and pick your pillars and go through the 3 step‬
‭flow.‬
‭●‬ ‭Create your demo deck, making it professional and concise.‬

‭Page‬‭14‬