EXAMPLE · FICTIONAL CALL
Call review: Example Co.
The short version
Price comes up before value. In 11 of 18 calls, the buyer asked about price before the rep had tied the product to a real problem.
Discounts come too early. Reps offered a discount in 7 calls, usually within a minute of the first price pushback. None of those 7 ended with a booked next step.
Calls end without a next step. 10 of 18 calls ended with "send me something" and no date in the calendar.
One call, minute by minute
Call 07: a 22-minute demo with an operations manager.
- 00:00
Strong opening. Clear agenda, and the rep checked how much time the buyer had. (Went well)
- 03:40
Discovery cut short. The buyer said "we lose orders when the team is busy." The rep went straight to the demo instead of asking how often that happens, or what it costs them. (Missed chance)
- 11:52
Buyer pulls back. "Honestly, this is more than we budgeted." From here, answers get shorter and the buyer stops asking questions. (Buyer pulls back)
- 12:10
Discount offered. The rep offered 15% off without asking what was behind the budget concern. (Buyer pulls back)
- 21:30
Soft close. "I'll send over a proposal." No date set, and no one else involved in the decision was named. (Missed chance)
The rewrite
At 11:52: "This is more than we budgeted."
What the rep said
"I hear you. If it helps, I can do 15% off if you sign this month."
What to say instead
"Fair enough, thanks for being straight with me. Earlier you mentioned you lose orders when the team is busy. Roughly how many is that in a month? … So if this stopped even a few of those, how would that compare to the cost?"
Why it works: it ties the price back to the problem the buyer already named, in their own words, and keeps the discount in reserve.
What to change in the next two weeks
- When a buyer mentions a problem, ask two follow-up questions before demoing: how often it happens, and what it costs them.
- When price comes up, ask what is behind it before offering anything. No discounts on a first call.
- End every call with a date in the calendar and the name of anyone else who signs off.
What I'll check in the next report
- How often price comes up before the problem has been sized
- Discounts offered on first calls
- Calls that end with a booked next step