Structured Framework for Sales Conversations

I’ve done 350+ discovery calls in the past 3 years and closed 7+ figures in contract value. I always structure my 1st call in the same 5-step format: Great sales is nothing more than a structured approach to help prospects make a decision. It shows them that I’m understanding and have their best interest at heart. I consider sales to be part of the service. It’s consulting. Here's how my discovery calls look: 𝟭. 𝗚𝗲𝘁 𝗧𝗵𝗲𝗶𝗿 𝗦𝘁𝗼𝗿𝘆 I want to find out as much as possible about them. My goal is to understand their journey & personality, and also make them feel heard & understood off the bat. They talk, I shut up. If they jump straight into business, I gently steer them back. ___ 𝟮. 𝗔𝗻𝗮𝗹𝘆𝘇𝗲 𝗙𝗶𝘁 Next, I dive into their business model, bottlenecks, and top goals: • Who’s your ICP? • What do you offer? • What’s your marketing status quo? • etc. I figure out if a collaboration makes sense and whether they need our help or something else entirely—like coaching, a new tool, a different vendor, or just advice on improving their current setup. ___ 𝟯. 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲 𝗠𝘆𝘀𝗲𝗹𝗳 I recap what they’ve shared and then introduce myself. Here, I try to mirror how they shared their story: • what topics did they focus on? • how far back did they go? • what did they highlight? At the same time, I look for similarities between us to create relatability. Then at the end, I explain what I do on a high level. ___ 𝟰. 𝗞𝗲𝘆 𝗧𝗵𝗲𝘀𝗲𝘀 & 𝗥𝗼𝘂𝗴𝗵 𝗕𝘂𝗱𝗴𝗲𝘁 𝗥𝗮𝗻𝗴𝗲 From there, I introduce the 3 key theses they need to believe for us to work together. • Thesis 1: The decisions we make are influenced by the people we trust and the content we consume. • Thesis 2: Content helps build relationships & trust at scale. • Thesis 3: Content is an infinite game If they're not aligned with this thesis, it usually indicates we're not a fit. At the same time, I also discuss the rough budget range to make sure we're on the same page about expectations early on. ___ 5. 𝗕𝗼𝗼𝗸 𝘁𝗵𝗲 𝗡𝗲𝘅𝘁 𝗦𝘁𝗲𝗽 If it feels like a fit, I lock in a follow-up call right then. I never leave this for later—it just adds uncertainty and hassle. If it’s not a fit, I still try to offer value—maybe I send some free resources or give advice. ___ 𝗕𝗲𝘀𝘁 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀 𝗜 𝗙𝗼𝗹𝗹𝗼𝘄: • I call out any elephants in the room. • I recap what they say to confirm my understanding and give them a chance to add details. • This also helps me process what they’ve shared. • I always leave room for their questions. • Their needs are #1 priority. #b2bsales #founderledsales #consultativesales

After running 600+ discovery calls over the last 3 years here’s whats obvious Most reps still treat discovery like a script not a conversation 🤷♂️ Thats why deals stall, go dark or never even get off the ground I’ll be honest Early in my career “discovery” felt like just another step in the process Go down the list, ask the questions, move on But every time I did that it backfired → Deals slipped → Buyers went silent → I’d get feedback like “just not the right time” or worse no reply at all It wasnt until I flipped the script that things changed Discovery became the make-or-break moment Not the “qualification round” Not the interrogation Its where trust is built or lost Where you either see the real problem or chase the wrong one So I got obsessed with the basics How do you make discovery feel like a conversation not an interview? Here’s what actually works → 𝗗.𝗜.𝗦.𝗖. 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 (my not so secret weapon) → D: Discover their world “Whats on your plate right now?” “Whats the big picture for your team?” → I: Identify pain, real pain “Whats slowing you down?” “If you could wave a magic wand what’s the headache you’d get rid of?” → S: Scrutinize decision & landscape “How do you usually tackle stuff like this?” “Anyone else who needs to be looped in?” → C: Clarify success + next steps “What does a win look like here?” “What would make this call worth your time?” I started setting expectations up front “This isnt a pitch. I’m just here to see if there’s an actual problem worth solving together” and closed with clear next steps always What happened? Deals stopped going dark People opened up (sometimes with things they’d never told a vendor before) And my pipeline became real. Full of opportunities that wanted to talk 146 folks tuned in to my Sell Better session with Will Aitken today and the messages after? “Thanks for the great talk!” “Learned a lot & got some great take aways” “I love how you use video for your recap!” The right discovery call doesnt feel like a step in the process. IT is the process So if you’re stuck running scripted calls try making it a conversation Try asking questions you actually care about the answers to Because that’s what opens the door Curious Whats your go to move to make discovery feel human? Drop a comment or DM me if you want the full D.I.S.C. deck or just want to jam on sales process. Always down to talk shop

𝘓𝘦𝘵'𝘴 𝘩𝘢𝘷𝘦 𝘢 𝘧𝘶𝘯𝘦𝘳𝘢𝘭 𝘧𝘰𝘳 𝘴𝘢𝘭𝘦𝘴 𝘴𝘤𝘳𝘪𝘱𝘵𝘴. ✝️ 𝗥𝗜𝗣 𝗿𝗶𝗴𝗶𝗱 𝘁𝗮𝗹𝗸 𝘁𝗿𝗮𝗰𝗸𝘀: 𝟭𝟵𝟱𝟬𝘀 - 𝟮𝟬𝟮𝟱 ✝️ If your team is still using word-for-word scripts, you're likely seeing: • Prospects who "need to think about it" • Increasingly shorter calls • Objections you can't overcome • Reps who sound robotic and inauthentic Today's buyers can smell a script from a mile away. And they hate it. What's replacing scripts? Conversation frameworks. Working with a B2B services client, we replaced their scripts with flexible frameworks: • Core problem statements (not feature pitches) • Story libraries (not memorized anecdotes) • Question flows (not interrogation lists) • Objection pathways (not canned responses) Results after 60 days: • Average call time increased by 38% • Prospect engagement (measured by questions asked) up 45% • Conversion to next steps improved by 31% The best part? Reps reported feeling "human again" and actually enjoying their calls. Does your team sound like real humans having valuable conversations, or robots reciting memorized lines? If it's the latter, let's talk about building frameworks that actually work. #SalesScripts  #AuthenticSelling  #SalesTraining

CSMs are borrowing techniques from psychotherapy to save renewals. And it's working. The OARS framework comes from therapeutic counseling, but it's perfect for discovery calls. It builds trust faster than any sales technique because it makes prospects feel heard instead of sold to. Here's how it breaks down: - Open Questions. Stop asking "Do you like our product?" Start asking "What's the #1 thing being discussed in your boardroom right now?" Open questions force prospects to think and share real information. Closed questions get you yes/no answers that lead nowhere. - Affirmations. When customers hit milestones, acknowledge it. "You increased automation by 30% ahead of schedule" builds momentum better than moving straight to the next agenda item. - Reflections. This is the secret weapon. Repeat back what they said in your own words: Prospect: "We're drowning in support tickets and need better analysis." You: "So it sounds like you want to extract more insights from your current support system, and you're looking for solutions to do that. Did I get that right?" Reflections prove you're listening and give them a chance to clarify. Even when you're wrong, they'll correct you - which gives you better information. - Summary. End calls by pulling together everything they said, then ask: "What's the next step you think we should take?" When THEY suggest the next step instead of you telling them what to do, they're more likely to follow through. The framework works because it changes us the traditional sales approach that your clients might be used to. Instead of pitching and pushing, you're reflecting and guiding. Most reps ask a question, then immediately ask three more questions because they panic in silence. That turns discovery into an interrogation. OARS teaches you to ask one question, shut up, and let them talk. Then reflect what you heard before moving forward. Chad shared how he used this to save a six-figure renewal during a Sales Assembly session on Customer Discovery last week. The customer had been ghosting emails for weeks. Instead of pitching harder, he asked: "Is there something I should have asked you that maybe I didn't?" The response was a novel about losing faith in the product roadmap and feeling left behind by competitors. That one reflective question uncovered the real issue and saved the deal. Therapists know that people need to feel understood before they'll change their behavior. Customers need to feel understood before they'll renew their contracts.

I’ve spent years helping B2B companies build and standardize sales messaging. Here’s my model, in five acts. 1️⃣ Define the problem Your prospect called because they have a problem to solve. Help them tell you. ▶ Reflect domain knowledge about the big issues that trigger buying cycles ▶ Land on a clear, simple, mutually agreed statement getting to the heart of the problem 2️⃣ Frame the decision You’re talking to someone trying to understand their options and choose the right one. Help them make sense of what’s in front of them. ▶ Offer your expert perspective on their options, what makes them different, and where your product sits ▶ Be honest about the advantages and disadvantages 3️⃣ Share your unique value Your company or product solves your buyer’s problem in a certain way, which unlocks value that’s hard to get anywhere else. ▶ Tell them what the unique value is ▶ Make it short, sharp, and simple 4️⃣ Break down product capabilities What new abilities do buyers gain from your product? ▶ Tell them what they will do with it that they couldn’t before ▶ It will probably come down to 3-5 short present-tense action statements ▶ Then, reinforce this narrative with your demo 5️⃣ De-risk the decision Prospects are looking for reasons to say no. Take them off the table. This means speaking directly to things like: ▶ Your bona fides ▶ Relevant case studies  ▶ Value relative to cost (i.e., the price and the business case) ▶ How you support the implementation ▶ How you stand by your product ▶ Support after the sale And anything else you need to say to diffuse concerns. After that, you’ll have your obligatory call-to-action/next steps section. But you know all about that already because you’re smart. That’s pretty much it. PS: I am sharing this as a highly distilled, foundational mental model, not a template. You can use it as a framework for writing a deck, developing a sales elevator pitch, or as a jumping-off point for deeper sales messaging and assets. This framework can support a big, lofty narrative as well or a nitty gritty, in-the-weeds approach. Treat it as a springboard, not a Mad Libs exercise.

Here are 3 simple frameworks to guide your next sales convo. Broken out by (1) first discovery call, (2) demo, and (3) follow-up call. With 5 goals for each call. Are they the "ultimate" scorecards? Not really. I'm sure most sales leaders have different versions. But the goal behind the 5 points in each is to get the buying team talking in way that gives you higher quality inputs for your business case after. _______ → Discovery Call Scorecard ← (1) Introduced a non-obvious or market-driven insight. (2) Problem impact uncovered beyond a workflow/process level. (3) Prospect shared longer stories and internal dynamics. (4) Identified a compelling event / reason for changing now. (5) Specific next steps to expand our reach committed to. _______ → Demo Scorecard ← (1) Problem statements shared to create context before showing product. (2) Conversation alternated between problem > feature > outcome. (3) Product experience created visible emotion with buying team. (4) Story started with most impactful, worked down priority list. (5) Specific next steps to expand reach committed to. _______ → Follow-Up Call Scorecard ← (1) Recap of key problems & what we've heard to start. (2) Points of group conflict discussed openly, and thoughtfully. (3) Multiple buying roles and POV's factored in to drive consensus. (4) Active listening & rephrasing connects convo back to earlier points. (5) Specific next steps to expand reach committed to. _______ If you want these in a Google Sheets version you can edit / make your own, check 'em out here: https://lnkd.in/g-FXRh6b

🚀 CRM: A Process, Not Just Software! https://lnkd.in/dPh3MJhZ In one of my recent interactions, I had a fascinating discussion about why so many organisations struggle with CRM implementation. The common misconception? That CRM is just about software. But the reality is CRM is first a process, then a tool. During the conversation, I emphasised that even the best CRM software will fail if the organisation lacks a structured sales approach. Technology only enhances what already exists—so if your sales process is weak, software will just automate inefficiencies. This is where SPANCO comes in—a structured sales methodology that ensures a disciplined approach to managing leads and conversions. SPANCO: The Blueprint for Sales Success 🔹 SUSPECT – Identifying potential customers who might need your solution. 💡 Example: A B2B industrial solutions provider analyses market trends and shortlists manufacturers needing automation. 🔹 PROSPECT – Filtering the most promising leads based on interest. 💡 Example: A company that engages with technical webinars and requests follow-ups becomes a prospect. 🔹 APPROACH – Personalised outreach to decision-makers. 💡 Example: The sales team connects with plant managers to discuss efficiency gains through automation. 🔹 NEGOTIATION – Addressing objections and tailoring solutions. 💡 Example: Overcoming cost concerns by proposing a phased implementation with clear ROI metrics. 🔹 CLOSURE – Finalising the deal with mutual agreement. 💡 Example: Signing an initial pilot project after addressing all technical and financial queries. 🔹 ORDER – Delivering, supporting, and building long-term relationships. 💡 Example: Ensuring seamless installation, training, and after-sales support to strengthen trust. Key Takeaway CRM is a mindset, a discipline, and a culture. When your sales team follows a structured SPANCO process, CRM software becomes a powerful enabler, not a crutch. 💬 What’s your take? Have you seen companies struggle with CRM due to a lack of process discipline? Let’s discuss in the comments! #CRM #Sales #ProcessOverSoftware #SPANCO #B2BSales #CustomerSuccess

"I sound like I'm reading from a script." This is the #1 complaint I hear from sales reps trying to improve their game. And they're right. Most sales conversations DO sound mechanical. But the problem isn't having a process. It's how you INTERNALIZE that process. Early in my career selling rental car insurance as an intern, I was given the same basic script as everyone else. Most reps just read it mechanically and got mediocre results. Instead, I locked myself in my hotel room and practiced it hundreds of times until I could deliver it naturally, adjusting my tone, pace, and emphasis based on each customer's reactions. Within 30 days, I became the #1 performer in my region out of 40 and was outselling reps with YEARS more experience and did it as their full time job. While I was “just a college kid” working his summer internship. The difference? I wasn't using a script. I was using a FRAMEWORK. → Scripts tell you exactly what to say → Frameworks guide WHAT to cover while letting YOU decide HOW to cover it Think of it like a jazz musician. They know the core melody and chord progressions, but they improvise in the moment, reading the audience and adding their personal style. The secret is DELIBERATE practice. Record your calls. Listen for patterns. Identify missed opportunities. Notice where you could go deeper. The goal isn't to sound scripted. It's to internalize the framework so deeply that you can focus entirely on the PERSON in front of you. Remember my rule: FANCY FAILS, SIMPLE SCALES. I've taught this framework method to thousands of sales reps, and the results are always the same… …more natural conversations that convert at 2-3X higher rates. — Want to master 40 years of sales experience in just 2 hours? Grab this video, download it and LEARN: https://lnkd.in/g3CP4v2q

Sales calls feel exhausting because you're doing two jobs at once. Building trust AND solving their problem. Only one of those should happen on the call. When someone hears about you for the first time on a sales call, they're not fully listening. They're half-evaluating. "Is this person credible? Do they actually get my problem?" You can feel it too. So you start over-explaining. Listing achievements. Justifying pricing. By the time you get to the actual solution, you're both tired. Here's the T.R.U.S.T framework we use to make sure trust is built before the call even starts. 1. Thought clarity → Share how you actually think.  → Your decision-making process. The frameworks you use.  → People stop questioning if you can help them once they see how you think in public. 2. Relevance signals → Talk about what keeps your buyers awake at 2 AM. → When your content speaks to their active pain, they feel understood before they even meet you. 3. Unforced results  → Don't make proof the hero of your content. make it context. → Example- "Last quarter, while fixing X for a fintech client" 4. Strategic familiarity-  → Be consistent in what you talk about and how you talk about it. 5. Timely entry  → Track when shifts happen in your industry: funding rounds, new hires, product pivots.  → That's when budgets open and problems get prioritized. You can't fix a trust problem during the pitch. You fix it before the call is even booked. #SalesStrategy #TrustBuilding #PreSales #ContentMarketing #SalesTips

Here’s the proposal template that helped me close over $100 million in enterprise sales: It’s also helped my clients close more than 50% of their deals when they use it. And until now, I’ve never shared it publicly. Most sellers are great at pitching features. But the ones who consistently win big deals? They know how to tell a great story. The truth is, executives don’t buy products - they buy confidence. They buy vision. They buy a story they want to be part of. If you want to sell like a top 1% seller, you need a proposal that doesn’t just inform… it moves people. Here’s how I do it 👇 The Story Mountain Framework for Sales Proposals: 1. Exposition – Introduce the characters and setting. Start with them: → “You’re trying to expand into new markets… to grow revenue… to unify your tech stack…” Set the vision. Make them the hero. 2. Rising Action – Lay out the challenges and obstacles. → “But growth stalled. Competitors moved faster. Customer churn increased.” Quote discovery calls. Surface real pain. Build emotional tension. 3. Climax – Introduce your solution. → “Then you found a better way…” Now show how your solution helps them overcome the exact obstacles you outlined. 4. Falling Action – Ease the tension. → “Here’s our implementation plan. Here’s the ROI. Here’s how others in your industry succeeded.” Give them confidence that this won’t just work—it will work for them. 5. Resolution – End with clarity. → “Here’s our mutual action plan. Let’s get started.” Lock in buy-in, next steps, and forward momentum. This structure has helped me close some of the biggest deals of my career—including an $8-figure enterprise deal at Salesforce where I used this exact approach. I broke it all down in this week’s training—and for the first time ever, I show you the actual proposal I used AND tell you how to access my Killer Proposal Template for free. 👀 Watch the full training here: https://lnkd.in/gPY_cvv5 No more boring product pitches. No more ghosting after the readout. Just proposals that close.