TEMPLATES

The discovery call guide

BEFORE THE CALL (one page)
  Who they are, what they sell, to whom:
  What they've said publicly (site, interviews, posts):
  My guess at their problem:
  Three questions to test it:
  Best advance I could get:          Smallest I'll accept:

OPEN (2 to 3 minutes)
  "Thanks for the time. I have us until [time]. I'd like to start
   by asking how you handle [area] today, then show you only what's
   relevant. Mind if I record this so I can listen instead of
   taking notes?"   (If no: don't record. Note their words by hand.)

DISCOVER (most of the first half)
  How do you handle [area] today?
  What isn't working as well as you'd like?
  What does that cost you: in sales, time, margin, customers?
  What happens if it's still like this in six months?
  If it were fixed, what would that be worth?
  (Follow up on every answer before moving to the next question.)

DIAGNOSE
  "So the problem is ___, it's costing you ___, and you want it
   solved by ___. Did I get that right?"

RECOMMEND   Only what answers the diagnosis. Tie each point to it.
OBJECTIONS  Raise the likely one yourself. Acknowledge, ask, answer
            with proof, check.
ADVANCE     "Would it make sense to [specific step] by [date]?"

AFTER THE CALL
  Their words for the problem (verbatim):
  Objections raised (verbatim):
  What moved them:
  How it ended: advance / continuation / no     Next date:

The buyer meeting agenda

MEETING WITH [buyer], [retailer], [date], 30 MINUTES
Our goal: agree a test in [n] stores from [date], reviewed on [date]

 0-3    Open: thanks, purpose, time, ask to start with questions
 3-11   Their category: goals this year, what's underperforming,
        who their shopper is, next reset or deadline
11-13   Say back: "So you're looking for ___ by ___."
13-21   Recommendation: [2 or 3 items], why, evidence:
          - our customers within reach of your stores: [n]
          - sell-through at [stockist]: [units/store/week] at [price]
          - repeat rate: [x%] reorder within [window]
          - margin at [retail price]: [x%]
21-26   Likely objection, raised first: [objection] / [answer + proof]
26-30   The advance: stores, dates, the measure of success, our
        support (email to nearby customers, launch support)

LEAVE BEHIND: the one-page outline below
FOLLOW UP: same day, with the agreed next step in the first line

The follow-up email, one to one

SUBJECT   Next Step for the Spring Test in Ten Stores
PREVIEW   the stores, the dates and the one number we agreed on

Hi [name],

Thanks for your time today. You said [their goal, in their words],
and that [their concern] is the thing to get right.

What we agreed:
- [n] stores: [list or "your top-volume stores in region X"]
- Start [date], review [date]
- Success: [units per store per week] at full price

On [their concern]: [one-paragraph answer, with the proof].

I'll send the item setup forms by [date]. Does [date] still work
for the review call?

[Your name]
[Title, company, phone]

This is a one-to-one business email: a reply to one person about a deal they have agreed to work on with you, so it carries no unsubscribe line. The FTC’s CAN-SPAM guide (edited January 2024) says the law “makes no exception for business-to-business email” and judges a message by its primary purpose. Content that facilitates a deal the recipient has already agreed to counts as transactional, exempt from most requirements; a message mainly promoting a product is commercial and needs an opt-out and a postal address. Sent cold, to a list or in an automated sequence, it’s marketing; use the version below. Have counsel review your sales email practice.

The same argument, as a marketing email

SUBJECT   The Pan That Doesn't Scratch, and Why
PREVIEW   what customers asked most before they bought

Hi [first name],

The question we hear most before anyone buys: "What if the coating
scratches?"

[The answer, in two sentences, with the proof that worked best in
conversation: the test, the warranty, a customer's words.]

[One line from a customer review, with their first name and city.]

[One button: See the pan]

You're getting this because you signed up at [site].
Unsubscribe: [link]   ·   [Company], [postal address]

This one is marketing: one objection answered with proof, one ask, a working unsubscribe link and a postal address. Send it only with the consent the law requires.

From call notes to the message map

SOURCE LOG (one line per conversation, ticket batch or review batch)
date | source (call / chat / ticket / review / email) | customer type
| problem words (verbatim) | objections (verbatim) | proof that moved
them | last thing said before yes | outcome

MESSAGE MAP (rebuilt monthly from the log)
1. THEIR WORDS FOR THE PROBLEM     phrase                     count
2. THEIR WORDS FOR US              phrase                     count
3. OBJECTIONS, IN THE ORDER RAISED objection | best answer    count
4. PROOF THAT MOVED THEM           proof | for which objection count
5. THE MOMENT OF YES               last question or line      count

PAGE CHECK
objection | heard in 10 | page answers (0/1/2) | gap score | owner | date

The one-page leave-behind

TOP        One line: the buyer's goal, in their words, and how you
           meet it.
LEFT       The product(s) recommended, with the retail price, their
           margin and case pack.
RIGHT      Evidence: three numbers (customers near their stores,
           sell-through, repeat rate) and one customer quote.
MIDDLE     The top objection and its answer, with proof.
BOTTOM     The proposed test: stores, dates, measure of success, your
           support. Your name, phone and email.
RULE       Everything on it must match your website. Check before
           printing.