How to Run a High-Performing B2B Sales Discovery (Live Coaching Call)

If you sell B2B and you're struggling to find urgency with business owners, this video is specifically for you. One of the biggest misconceptions in B2B sales is that there's no pain. They have pain. That's why they're on the call with you. The thing about it though is it's a very nuanced to be able to get the pain and to get their problems. I'm about to put up a coaching call that I did with my B2B client who sells lead generation services to very A-type business owners. We didn't go through a bunch of corny shit like, what would that do for you like like personally it's real cut and dry how do you sell to a type aggressive business owners how do you find their problems and how do you get them to see you as the trusted advisor so again if you sell b2b you're in the right place stick around take notes implement this stuff onto your next call and without further ado let's jump in so i listened to a few calls i'm not going to like overwhelm you with so much information first one we'll dive into is we got Shane here. So we got Shane here. So firstly is like really good job at avoiding the BS small talk out of the calls that I listened with you. Like you don't do the whole fucking, Oh, where were you based? Oh, did you see the game last night? Like you get straight to the point, which is really, really good. The thing, the first thing that I picked up on is we don't necessarily have like a frame for the call. Right. And the reason the frame is so important is because they need to understand what they're doing, like what we're doing here, right? They need to understand the point of the call. Now, again, it's B2B. So the way we do it is that we're not going to do it like we would be selling like a fucking Amazon FBA offer. It can still be pretty laid back, but they still need to understand what the point of the call is and like why we're going to ask so many questions and more importantly, why it's in their best interest to answer the questions for you to be able to serve them, right? They need to be able to understand that instantly. Um, and so that was like one of the first things here is we dove, we dove straight in, but they don't understand like what we're doing. So that's, that's the first piece. Any questions there? And I'll show you how to craft one, like how to craft it for this offer. But I think that's going to serve you really well. Now, I know this is like a Cole Gordon thing. Um, the whole sharing your screen with the information you got from the setter. I'm not a huge fan of that. And there's a couple reasons why. First, everything has to come from them, right? Whether or not we've heard it from the setter, it has to come from them. And so the way I start calls, because like I've had setters, you know, put stuff on my calendar and then I have the contacts, is it looks like you spoke to ND. Sounds like we have XYZ going on. Does that sound about right? Okay, perfect. Cool. Well, I'll make sure we dive into everything. First part of this call is pretty simple and then the rest of the frame, which we'll dive into. The reason I don't like sharing it though is because like I said, one, it has to come from them, not us. And then two, we're going to be writing shit in there. I'm going to show you how to write like really detailed notes as we go on. We're going to be writing shit in there that we definitely don't want them to see, right? Like we're going to be putting a lot of key context that's going to help you with the pitch. It's going to help you with objection handling. And what's really key here is using their own words, right? We want to always use their own words. So for example, if they say that they've been having something hanging above their head, we don't want to say that they've been having it looming above their head. Even though it sounds very similar, it has to be in their words. Because if we can give them back their problem in the exact way that they describe it, this is where real rapport is built. Like, yo, this person's listening to me. If we can give it to them in their words, and if we can describe the solution that we're offering, again, in their exact words, it's like, shit, this person was really listening to me because this is how I described it, a solution. Got me? So if they see you writing their exact words, it just makes it look weird of like you writing it exactly how they put it. And it also takes a little bit of like their focus, like our attention span as humans, it's like not that high. And so it starts to take away their attention span. And so I'd encourage you to not share the screen. And in addition, in this particular call, there was two things that were wrong, that they've had six jobs and that they closed a 30K deal, which wasn't correct, which they corrected you on. But when we share the screen with incorrect information, it's just like it doesn't work in our favor. You get me? Because now they're like, well, shit, do these people know what they're doing? I haven't even started business. Where did he get a 30K deal from? Are they mixing me up with someone else? And I've done it too. I've done it where I used to do that because I've gone through cohort and stuff too, where I'd share the screen. And I just saw it was hurting me a lot more than it was helping me. So still have it, don't show them is that clear any questions you could push back to if you're like no like i need to share the screen no no no no what we used to do in the beginning uh right we used to type out everything originally on the spot right uh we used to as they were speaking to us we just recently went into this where we took the notes and just kind of shared the screen we would originally start with a blank sheet and just start typing away of everything that they were telling us uh we switched this up about six months ago or some or four months ago i don't remember exactly but it makes sense sweet sweet um now the next thing and it kind of ties back up to here with the frame is like we need full ownership and leadership in these calls right now obviously like i could tell you're a pretty type a new york guy like you're a leader like it's in you just naturally that you're a leader um but we need that energy to show on the calls right because otherwise these people business owners like they're going to try to snatch that control if if they can. And so that's, that happens if we keep it too open-ended though. Right. Because it's like a bunch of cuts are what add up to you bleeding out. Right. And so we, they don't know how the call is going to go. And then there was the point where you, let me, let me see. It's around here where you were like, is that all? Am I missing anything? And then the woman takes full control and she's like, yeah, what do you guys do? Right. Now at that point, we're kind of fucked because it's like, now she has control because now you're going to get into presenting what you do. but it's because she took control over that call with her doing that. And people only take control over the call if they don't feel like it's going somewhere. The best way I think of it is like, you have two friends, right? And I'm sure you can relate to this where friend A, it's like, it feels like time is just, it flies, right? You're with them and you look up and it's like, damn, we've already been hanging out for two hours. You feel smarter as a result of hanging out with them. But then there's also friend B where you're only with them for like 20 or 30 minutes it's like fuck i have all these things that i could be doing and i've been here right we always want to feel like friend a right and so if someone tries to take control over the call it's because you feel like friend b to them of like that's why she was just like he's showing me the screen with all these facts about me but like what do you guys do and she took full control over the call and so it it ties back to up here and i we don't need to review the whole call because you can see how these things they kind of trickle it's like a trickle effect of how it shows itself into the rest of the call. Because this was only like 30 seconds in, right? But you see how it led to this though. So that's going to be the context of like how we start the call and then that like high level on like taking ownership and leading it so we don't get people trying to snatch control. Now, when we get into the actual discovery itself, we need context on what is actually going on for them, right? And we need the conversation, we need it largely focused on the problems that we solve. And so we solve lead gen problems, right? And you can correct me if there's something I'm not understanding maybe about the offer, but we sell lead gen, right? We are selling qualified leads without them having to think about it. And so we're not selling infrastructure, right? And so we want to keep the conversations around their infrastructure, like equipment and stuff, the zip code. We want to keep the conversations around that as brief as we can and talk about the main problem that they're on the phone for. And so for them, it's leads. And so we don't really know what challenges he's having finding leads for this new business. Right. Also, it sounds like he doesn't have all his certifications. Is this a qualified lead? Is this someone who can even buy your service if they don't have that? Or like, I don't I don't think I fully understand that. Typically, if they don't, then I say, how do you how are you currently servicing these type of leads now? And so I want them, I want to put the onus on them with how they've been doing that instead of me coming up with some whatever. And if there's some sort of incongruency, I'll dive into it. And sometimes in our industry, if they hire a technician that has the certs, then that's okay instead of them. So sometimes the owners don't have it. So it's not always a deal breaker, but I like to at least, you know, at least just ask how are they currently doing it. Got you. Got you. So, yeah, I think that's really key context then, because otherwise we won't be able to help them. Right. If they don't have someone. And so we don't understand what challenges he's having with finding new leads. Right. We also don't understand what's holding him up from getting all the certs. And if this is someone qualified, he can even serve in the first place. And he said something that he already has. This is his third business and he already has two other businesses. That's interesting to me because why not just get leads the way you're getting leads with that business? Right. Like, why not just kind of. So he's started to interrupt. He's a general contractor and this is another business that he's currently starting. He's starting a new, this is a whole new business, meaning a whole new space, mitigation, mold, water, fire. He doesn't currently do this is an addition to what he's currently doing. Okay, so he's a general contractor. And I mean, the way to get leads, the messaging is different. But the way a general contractor would get leads versus like a water restoration company, correct me if I'm wrong, is it the same process except we change the messaging? Or does anything change there? With mitigation work, it's an emergency. It's a need-based, not a want-based, as opposed to a general contractor. It's like, oh, I want my kitchen done or I want my bathroom done. I want these tiles. This is more of generating leads of the now. I need it yesterday. My house is underwater. I need your help. Got you. Got you. Almost like roofing, right? Roofing is very needs-based. Makes sense. Makes sense. And so I also, I still kind of want to understand what he's doing. Basically, the reason I'm asking this is because I want to DQ that as an objection, right? I don't want him to tell me that, oh, I'm just going to continue going with the vendor who's been doing my other leads for my other businesses, and I'll just give them this, right? So like, you're very sharp and like, you know why he wouldn't do that. He has to say it though. and again now and this is why this comes back into like why we don't want to share notes because we're going to write that down too we're going to write down why he's not going to go to that other company um or whatever other process he's been doing because we don't want to get that at the end yeah i mean so that that's like the key things here and i'll play the call so you can kind of see it unfold that's like the key thing there and then also this is like a high level thing of i only really heard you do it once or twice but just the habit thing for you to be aware of is not being too assumptive in the discovery of like assuming that they're going to work with us. Right. And some of the language we use, it alludes to us assuming that they're going to work with us of like, are you going to be the ones on the monthly meetings? Right. Or is it going to be you versus like, okay, whoever you decide to work with. And I heard you use some neutrality, which is why I'm taking it with a grain of salt. Like whoever you're going to be working with, like who's going to be the main point of contact between the two of you? Okay. It's going to be you. Again, it's small knives that lead up to the sales resistance. And so really don't want to beat a dead horse. The key thing that we don't understand is this, and this is what's going to sell him on us. Right. And a key thing. And then also only talking about problems that we solve. Right. Like Ed, when you and I met, I didn't ask you about lead quality. Right. I didn't ask you about that. I asked you about your sales process because that's the problem I saw. So if you start telling you have shit leads i don't solve that problem so now the conversation is going in a direction that i can't help you right and so talking about problems we solve and then getting context around why they're looking for new leads because ed i remember something you were saying is like we keep getting these trust-based objections it's like they don't trust us and they've been burned and the key way to build trust is for them to know this person understands me right this person understands my problems they understand my situation you got me yeah so i have it broken down here into just three things um that you'll you'll be able to take away um with what i covered there alex i can tell you're pretty attentive man is everything landing is there anything you don't agree with anything you don't understand that i'm saying here no i just don't know everything's crystal clear oh yeah oh yeah um cool so the next one the next one is joe and And again, you avoid the small talk, right? Like that's really good. Cause I always have to tell people like, bro, you don't need to fucking bill report for 10 minutes. So that's good. Um, and then the same feedback about sharing the screen. I think it applies here too. Now, right here, the elephant. So really good with your facial expressions and your body language. When he said that it's been six months with no leads right there. Yes, I did have one to see growth from day one. Okay. Plenty of time. what are you currently receiving from the digital space yeah hardly anything i think i've gotten one one confirmed job yes good that was good right there in six months one shit right like i'll make them feel crazy about that one in six months so that's good now the elephant in the room here is why has this dude allowed six months to go by with only getting one lead and paying them two grand a month right because what's going on here is he has a flawed decision making process around this because like logically like i don't understand why after two months maybe three months why wouldn't you why wouldn't you change something you don't have to be as confrontational as i'm being right now but that's the key thing that we need to understand right and again when we talk about trust is like most lead gen companies aren't asking these things aren't understanding like invite me into inviting them into understanding their way of thinking like why have we allowed this to go on for six months. And he says that things have slowed down, but this is vague. What does that mean? He says that they've slowed down since February, March. Let's actually look at the numbers. That's going to be really key for offers like this is let's look at the numbers and let's look at what slowdown means. Okay, take me back for a second. What did February look like? How many jobs? Okay, cool. What about March? Okay, what about April? Because who knows? Maybe he had 10 and then he had like six and then he had three so now we have a gap of oh so it sounds like things have slowly been like declining like 50 month over month like i'm not a mathematician here does that sound about right okay i guess i'm trying to understand and this isn't like a gotcha moment right i'm trying to understand like i guess why have we allowed that to continue for six months maybe i'm missing something did they make you sign like a six month minimum retainer okay so like what do you feel like is the reason we've allowed that to continue right and does he have a sales team in place who's closing these jobs and if we do what what does what's this inconsistency doing to their morale so those people are emotional very emotional right like you can imagine as a sales rep if you're getting a bunch of shit leads it's like fuck i don't want to take these calls right so like what's and he may not have a sales team but it's good context together. Like what's the inconsistency doing to them? And so for here, these are the two key things. Understanding context of what slow down means, understanding why he's kept things the same and what the impacts of keeping things the same have been. And like why not even change it? Like why not give them another three months and just like hope things turn around, right? And again, from like a sales perspective, we don't want that to be an objection. Because if we don't have this conversation, what's he going to say at the end? Oh, let me give these guys another month and just see how they do. Pure delusion. But you're going to get hit with that if we don't have these conversations now. And it all comes back to trust because now you know what the inconsistency actually looks like month over month, like the leads he's been getting. You know why he's kept these people for six months. You've showed him to him that this is a flawed way of thinking. right and then now when we slap our solution right and there's more to it right because we need to get a better understanding of like his goals too like okay where are we looking to get something that i picked up on this one and the last one that i think we rely very heavily on and nd is fucking great does a good job on those set calls and gets a lot of context but i think we have that context and maybe like almost like paralyzes us a little bit because we don't feel the need to dive deeper into, okay, this is what, this is where he wants to get to, right? This is what's stopping him from getting there. We don't always need to ask the cost of an action. That's like B2C. We don't need to do that. I mean, we could throw in like a light one, right? Oh shit, what happens if we continue with these guys for another six months? What happens then? Well, you could be careful with that one because B2B, you know, you could be careful with that one. But that's, there's, you can see that there's feedback that kind of overlaps across the two calls and it's getting context of the key things someone needs to buy clarity on their problem like people most people don't know they don't know their problem right so we need crystal clear clarity on what their problem is crystal clear clarity on what a solution looks like and then we are that bridge so don't want a lot of you here but before we keep going questions anything yeah um when you're dealing with so let's just say hypothetically you're dealing with a newer business right they're just starting out right obviously they're looking to scale that's is that a I mean that's not a problem that's just a part of a new business no how would you what would be something that you would again utilize in getting context what do you look at to achieve what are your goals right those are some key points that you would write go for play with me play with me and then ask your next question before yeah yeah so I'm the customer or I'm the you're the customer yeah no we can on a roleplay for the question you just asked it sounded like there was another question though was there another second question or was that there is a there is so new business just started it just started in January is doing 20k a month is look at the scale aside from these basic questions that I've that I've asked them on the call what else would you go in and ask what are your goals right that's that's my question yeah gotcha gotcha okay so let's role play let's role play um okay so you said you're doing about 20k a month right now yes sir okay you've been in business for five months right started in january yep yeah where are you looking to get to what's the ultimate goal like over the next like three or six months for you um like to be able to double my business i would say like around yeah 40k 40k okay and assuming like you have the infrastructure to be able to handle that right mm-hmm okay okay and from that 20k a couple things I'm curious on one is it just you do you have a sales team in place that's closing these deals or is it just you no I have four guys that work with me I'm the fifth guy on the crew fifth guy okay for sales guys or like like crew members or tax for crew members for tax okay okay so you're the one closing them and of that 20k how many deals how many jobs are we getting the results of that when you go we do some carpet clean some air cleaning I would say around four jobs of those happen to be you know mid jobs or water jobs okay four jobs so we're averaging about five grand one and so in order for you to get to 40 who would need a right yep yeah and what's your current lead source right now how are you getting leads um right now currently utilizing 33 mile angie's leads things of that nature okay and just so i have context what's preventing you from just like doing more of that and rather than getting four leads from that just getting eight um half of them are good one of them you know with 33 mile half of them are good uh angie's leads they're not so good just giving trying to find an avenue that's consistent and when you say not so good what does that mean i don't want to assume um meaning maybe one out of eight leads are good good meaning qualified or like what's your problem yeah qualified meaning as in jobs turn into jobs okay so you said one hold on let me write this down you said one of eight leads are qualified yeah yes and how much does it cost for you to get those eight leads uh roughly around i would say around depending i mean three to four hundred a lead okay so we're paying 3 200 for on average a 5k job like 3 200 for all the leads and then one closes which is on average yes that could be trouble man sounds like we're running on some tight margins there okay and of that right the the seven that we're paying for you said you've you've been doing this for five, six months, right? Yes, sir. Yeah. And so again, I'm not a mathematician here, but 48 leads. You said how much? 400? Okay. So we've paid about 20 grand total in four leads and it's resulted in about 60 grand, 60 to 70 grand across that time, roughly, right? yeah interesting man just give me a little insight um i guess what's kept you from like what what is what's the reason we continue going back to them seeing that like 10 of the leads are qualified obviously you're on the call today but just wanted to give them an opportunity and just maybe things would change again just trying it out to see you know again i'm fairly new Okay, boom, Paul, we could pause right there, right? I have a ton of fucking context now, right? I understand, like 20 to 40 is like, okay, where are we at right now? We're trying to get to what's stopping us from getting there? What are we paying per lead? This is a huge gap right here. Because you guys service, it almost guarantees qualified leads, right? So if we're paying $3,200 on average for a 5K job, this dude's going to be out of business very, very soon. And now we can start to show it to them through the questions that we're asking. Now we're starting to gain that context. So that was a quick role play, but do you see the direction I was going there? Mm-hmm. Yep. How did you feel as the business owner, as the prospect? Shit, I got to get my shit together. Right. And that's a lot more powerful than having it on a screen from a conversation they had maybe two or three days ago. Because that context in itself, that's like, there's no, like he's leaking money every single day. You're paying $3,200 for a $5,000 deal. And we wouldn't have gotten this. It just comes down to breaking down the math. okay 20 deals i mean 20k sounds sexy oh you're doing 20k a month once we find out it's 5k per deal that could be trouble once we find out you're paying 3200 for those 5k that could be trouble right this is where we start to create this gap um there's something else i was gonna say i lost it but this is this is ultimately where we start this is where we start to build this gap though um and then again trust is starting to be built now because now they're seeing you as the expert like oh i remember what i was going to say you guys's jobs on average what is the average deal size because i think it's like andy said like 10k 8 to 10k is that correct or no what we sell or what we get for them yeah the average like your customers their average deal size do you know what that is yeah i would say average mitigation job water is like 6500 rebuilds can be 10 to 25 on top if they do that the margins on the rebuilds a lot lower margins on water is like 90 80 percent um and that's not including the mold removal any others mold can be anywhere from like three to eight depends those are usually cash cash gotcha gotcha so 10 65 so is it fair to say maybe the average is around 8k because it could go pretty high but it could also be pretty low it's like 8k a good medium we'll ask all i always ask them that and they usually know like they gave me averages and we'll find i'll try to hone in on a number so then like the math checks out um yeah because my one of my few questions is like well why haven't you started any why haven't you done like paper leads before going to us where i think last time i said this i was like well we're more like the rule and i don't know if it's good we're more like the rolls roy's version or you know option versus like you should probably try to pay for leads and try getting a camry first yeah yeah it's it can be good it depends on the sophistication of the person though right because like again when we're selling b2b like these are smarter people this isn't like a 25 year old or 22 year old who wants to like start an amazon fba store right these are these people who are a little smarter so they've heard certain things like that and they can kind of see through what we're trying to do if we're too obvious with it. But with this, though, the reason I was asking that is because now that's even more leverage of we've done on average, our students, our clients do 8K a job, right? 45 million divided by the 21,000. I'm sure it comes down to something much bigger than 5K. We could just say 8K, right? On average, our people are doing 8K and you're doing 5k right on average our people and this is for the presentation on average our people are doing 250 a lead and you're doing 400 a lead right gaps are much bigger and now they're seeing you as like yeah this guy this guy has the keys it really doesn't even matter what you pitch from there because now they're seeing that this guy has the keys now it's just a matter of making the numbers make sense so that's the key thing i'm gonna take i'm gonna give you is setting a frame for the call and then listen back on this. I'm going to throw it in the folder. I'll show you guys how the folder and all that shit works. But setting a frame for the call and really gathering context the way I just did right there and breaking it down into the numbers. I'm not going to say like to take the whole approach of like, wow, and like having eight leads, what would that do for you personally? That type of shit's not going to work for these people. We need to show them that their way of thinking is losing their money. and especially if they have a sales team right like it's we could we've got them by the balls if they have a sales team because they're going to turn and burn their sales team and we can even dive deeper like that's some sauce not too common it's usually like no not really um okay if they have a sales team which is very rare they're doing they're already doing very well just because it's usually the owner or it's the partner closing the deals okay okay got you so then maybe that's not a direction we need to take. But yeah, the I think if you could take just something away here is understanding what how the revenue that they're making this what I mean by context revenue, they're making the job so you can get the cost per deal, right? Having hard numbers, and then understanding their cost per lead, because I think that in itself, like you're gonna make more money if you just if you just implement that. Can you repeat the framing part again? Yeah, so I'll show you guys how to put together a frame. So in short, Nick, we just kind of miss a lot of not red flags, but we need to dive deeper into the questions and actively really, really listen to what they're saying to us and not let us slide if something's like does not make sense at all. Exactly. Just for us to understand. Exactly. And even if you have contacts, right, still asking it because they need to say it out loud. When it comes from us, it means nothing. When it comes from them, it means everything. 30 seconds to two minutes of the call is so important because they're reading you and you're reading them, right? And so these are the boxes that need to be checked very early in the call is framing the call. And when we frame it, we need high status and we need to put them in a decision making state. I'd encourage you to watch this video right here where I break it down, but it probably goes on like, hey man, it looks like you're looking at like potentially leveraging AI to get some more qualified leads. Does that sound about right? Yes, it does. Cool. Well, it looks like you spoke to ND here. Have a little bit of context. Sounds like we're having a lot of inconsistency over the last few months. We haven't really been able to scale paid ads or paid leads. Does that sound about correct? Yes, it does. Cool. Well, I'll make sure we cover everything. First part of this call, super simple. It's really just me understanding a little more about your business and like we where you guys are are right now versus where you want to get to and if it feels like we could get you there we'll talk through what that would look like the software the program etc i will say this we're definitely not for everyone like there's some businesses we just can't help and so if it doesn't feel like there's alignment i've been in the space long enough i'll still be able to point you in the best direction of a company that could help would that be helpful yes cool so for starters man talk to me what are are the biggest challenges obstacles when it comes to actually getting that lead flow right or like what's the biggest challenges you're having when it comes to actually like scaling right now like what's not working for you as well as you think it'd be it should be and then now that opens up the conversation they know that they need questions because it's leading somewhere and then that first question it lands us right on the problem the same way i did with you man right with you alex like within two minutes i have so much context of your business within just the first couple minutes um you got me so that's listen to this in that video that i showed you right there a frame of how to frame and then just listen back to this call because a lot of what's in there is general and high level um around the way i break it down listen to the course so that you can understand the theory but listen to these recordings so you can understand how i make it like specific to your business we'll have this recording yeah yeah awesome hope you enjoyed that and i hope it broke any beliefs that you have about sales or specific strategies not working in b2b because guys everyone is human if you got any value from that my the link below to join my mentorship or to apply to join for my mentorship is below i obviously work with everybody very closely the way i was working with that team so i can't work with everyone and i don't have infinite time but i have a set amount of slots every single month of students that i take on and work with one-on-one if you're on an offer or you're a business owner if you're making some kind of commission three four five grand maybe even 10 grand a month and wanting to take it to the next level click the link below see if you qualify if not make sure you like comment and subscribe and i'll see you in the next one peace

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A lot of B2B reps struggle because their discovery calls are not clear or strong enough. In this live coaching call, you will see what a high-performing discovery should look like. You will watch a real rep get coached step by step, see the exact moments where he lost control, and watch the small changes that made his calls more direct and effective. If you talk to good prospects but they still do not move forward, this video shows the part of discovery you might be missing.

You’ll learn:

Questions that uncover real business needs instead of surface-level answers

Ways to link the prospect’s problems to real revenue and performance costs

Signals that show when you are losing authority or letting the buyer lead

Frames that help the prospect see their own patterns and create change

Methods that remove friction so the close feels natural and expected

This is the same approach that’s helped me close nearly $3M in high-ticket deals over the last 3 years and consistently rank in the top 1% of closers. If your discovery calls feel long, stuck, or unclear, or if your deals stall after a “good conversation,” this breakdown will show you what needs to change right away.

This video also covers: sales, high ticket sales, sales psychology, framing calls, how to gain respect in sales, sales call breakdown, objection handling, closing deals, sales call example, high ticket closing, sales script, sales strategy, sales conversation, how to close clients, remote high ticket closing, high ticket sales training, b2c sales, b2c, high ticket selling, high ticket sales for beginners, sales psychology tricks, live sales call breakdown