Enhance Your Sales Discovery for Businesses

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the agency sales process is simple you send a cold email to somebody you've never met you book a meeting on that meeting it's called the discovery call you ask a bunch of questions then if they don't want to close right then you go on to call number two where you discuss the contract or the proposal then you close the deal and send them over to the team two week kickoff and then the team will start working it sounds simple and it is and if more people went through the process that we teach in email 10k they would have six figure seven figure agencies there's no secret here it really is just having it outlined step by step and being willing to follow the process now in today's video i want to give you something for free which is the discovery call questions we ask on that call number one you can grab that by hitting the button [Music] below this video is brought to you by email 10k learn how to book meetings with billion dollar brands and take your company to the next level at email10k.com now why is this important well i used to be a proponent of like the spin selling method or any of these sort of sales methods i i actually started in cold calling when i first moved out to new york i was working for a software as a startup company that had to cold call people i had to cold call people constantly and try to get them to sign up for our platform so that we could sell their services to other people and that cold call script was statement after statement after statement or a question where you're wanting a yes you build up the yeses to close the deal and what i found is that might be okay i mean it did fine but what works a lot better especially when you start wanting to sell six and seven figure deals like we've sold and i've sold it the agencies that i've worked at in the past and my current agency x27 when you get into that area you really need to stop selling ing to a script and you need to start selling like a doctor diagnosing a patient what does that mean well let me use this example let's say you walk into a medical office and the doctor comes in and is like you have cancer i know it you would be like what are you talking about doc you would instead want the doctor to be like have you had any pain recently how's your diet i have the doctor asking some questions before he just comes in with a diagnosis right away but that's what a lot of marketing agencies are doing you come in and you're like man i know your leads are terrible your website sucks obviously you're hurting as a business but what happens if you do that is most of the time the founders like no we're not our websites actually converting great and our business is doing awesome and so if you open with that frame of you guys suck and i know the solution without asking any questions before you're not going to be able to close the deal 99 of the time and the people that you do close deals their businesses really are in that rough of a shape that they're not going to be able to pay you any money that's why i always say go after the golden geese companies so companies between 5 million and 150 million dollars in revenue because they have the money to afford you and fewer decision makers fewer people that can turn you down on the path to closing the deal but the thing to know about these golden geese companies is these are not hair on fire clients that are going to bother you all the time and whose businesses are falling apart they've gotten from 5 million dollars to 150 million they're they're making money in between that range so they're over those initial humps that any sort of low-level marketing consultant would be able to fix with a better social media profile so how do you actually find that key problem or key series of problems that you can actually help with it comes down to a solid discovery process what are you going to say on these calls to actually get the information you need in order to get the deal done and to actually help these businesses that's what i want to go through today let's talk about this discovery call script we'll go over to the computer and i'll show it to you again if you want it for free check out the download below here we go here are the discovery call structure and questions remember you can get these down below just go ahead and download them so you're going to start with your introductions typically these are not like hi i'm alex berman who are you this is more like hey glad that we could hop on this call together and then they'll say something you're not really giving your first names this is the age of the internet you know who you're talking to you have it on the linkedin you know you kind of know what's going on and that actually speaks to what you should be doing before these calls which is do at least five six minutes of research if not 20 30 minutes listening to podcast interviews like getting super deep with these people before you even meet them there's no reason you should have to ask your client for their backstory you could ask them for their backstory but it should only be as confirmation of something you already know you could say something like hey i'm alex is now still a good time to chat and then you go into the short value proposition after the answer and i don't even have the value prop here so maybe you guys are getting so much value you don't even know what's happening right here so operating officer of experiment 27 we help digital agencies book meetings with the world's largest brands that's it i say less than one minute but it could even be one sentence so hey i'm alex is now a good time to chat they say something then i'm like great just a little background on me i'm the operating officer at experiment 27 where we help digital agencies book meetings with the world's largest brands they say something you say something you go back and forth by the way we're already improving the stock check this out this is great that's why we're doing these update videos it's not just because our seo consultant says that more modern videos get more modern clicks in fact nobody's ever said that to me i just made it up right now no we're doing it because there's a lot of stuff that we've learned over the course of running these seven-figure agencies that i want to put into these type of documents so here we go then you jump into the discovery question so can you tell me about your organization and your role within the company you might even want to change this or you run the marketing for acme inc right you run the marketing for tyson right yes can you tell me more about that so this is just another alternative version of this if you want to be a little less stodgy here what's your main value proposition who are your customers what type of product or service do you offer what work do you personally oversee who are the other main players in your company that drives strategy and growth so you don't have to read these word for word but this is kind of what you're driving towards so discovery questions are talking about this you're like what's your main value proposition why do people buy from you what type of products or services do you offer you should know this one but it's also good to get them to say what they offer because it might be something different you might think they're an ads agency but they really are a social media agency and their website just does a bad job of communicating that so you want them to say what they offer what work do you personally oversee who are the other main players in your company that drives strategy and growth what areas of growth are you focusing on tell me how you get some of your best opportunities now so this is more with marketing or lead gen type of sales you would ask something like this where do they come from what stage are they in what do your best prospects customers have in common uh what is it website development specific tell me about your app website idea and then you'd say something like what value does this add to your customers what stage are they in still works for development what stage are they in when it comes to building the thing what do the end buyers of this app website have in common when it comes to design or it comes to development you might want to ask do you have the screens thought out stuff like that just remember that that is what all of the people on upwork or the random spammers are asking they're like hey you have an app let me order take and figure this out but if you come in and you ask from a business point of view what they're actually looking for you'll be able to construct a much better more useful app for them and you'll be able to charge a lot more for it and then for sales lead gen it's the same thing what areas of growth you're focusing on tell me about how you get some of your best opportunities now where are they coming from what stage are they in what are your best prospects customers have in common so when you reached out to us can you tell me what came to your mind about how we might be able to work with you and then you've got your value proposition which would be something like from what i'm hearing you're looking to build an uber for dog walkers because you think that will 10x the growth of your company correct we've built seven apps like this in the past including one that has been ranked in the top 10 of the app store so we'd be very qualified to take this on something like that and you can change this like i'm just making stuff up here you would talk about your own case studies if you're having issues getting case studies join email 10k it shows you how to get case studies from other agencies in about 45 to 60 seconds i actually have me calling agencies in the uh in the course so check that out email 10k.com so from what i'm hearing and thinking i think we might be a good fit to potentially work together if you agree then i'd suggest we share with you some examples of how we've helped companies similar to yours does that sound good then here you go now you've got the close which i don't think i'm going to change too much okay so let's do this i'm gonna put together some materials that i'd like to share with you with you or two i'd like to work through a marketing overview strategy with you that we can both agree on this is like a screen sharing meeting where we discuss our tactics and get your input questions about each of them so we can come out of it with a specific plan this way we'll both know exactly how we could potentially work together does this sound good okay very good so let's book some time together to do that how's this sound and the reason why you're asking on the meeting is you want to secure that second meeting while you're on the first meeting if you end up in the inbox going back and forth it's just gonna take forever and the deal might go away and actually i would even schedule this meeting a couple days after the first meeting you don't need to go crazy with these long sale cycles there's no reason you should stretch it out you could even say hey let's meet tomorrow or even let's meet later this afternoon and then let the client push back and let the client set the pace there you want to go as fast as possible and let the client slow you down you never want to be the one slowing down the deal and i will likely bring in you know your ceo or whoever to this meeting from x27 who should be in the meeting for your company you might even say i want to make sure everyone is together in the room so we can make something happen that day then they say something okay i'll send an invite now any other questions for now and so i would actually say all right thanks for your time i'll talk to you next week that's it so that's the doc you can see we have the questions now for lead gen and marketing and for design and development so we've separated it out you can grab that down below and there you go dude here you go for free most people would charge you 500 for this don't do that go with my thing and then if you want to pay us you want a very comprehensive course jump in email 10k because it actually shows you how to grow your agency and this is in there but just one little sliver one little part so if you can imagine what we're giving away for free the stuff on the paid side is that much better this video is brought to you by email 10k so you don't have a business idea huh do you want to know what the best business to start is regardless of market conditions check out the free presentation at email 10k.com we have over 200 students that are crushing it using this business strategy even during this time so check that out email 10k.com thanks for watching the video is there anything about this discovery call process that you'd change let me know or what did you think about this video in general would love to get the comments going smash that like button to encourage this type of content download the free download if you want it subscribe for more content like this we do videos three times a week all about sales entrepreneurship tutorials and sometimes free downloads like this so thanks for watching i'm alex berman