Closer Call Process



There are 3 main phases of the call:

  • Framing
  • Intel Collection
  • Pitch & Close

Each of the phases has multiple subphases. The entire framework is as follows:

The script is the most important in this very first part of the call. Early in the call you literally read the script out loud. This first phase is about setting the ground rules that will set the pace for the entire call. You should talk for 80% of the time during this phase of the call and the prospect for 20% of the time. This first phase of the call should be short – up to 5 minutes. There are 6 frames you need to explain to your prospect.

This first phase is both a technical check but also to set the pace that you are in the lead of asking questions. This gives your prospect more comfort – they can sit back and relax while you’re walking them through the entire process. Customers need to be led. Check if the audio works.

Explain what you will discuss during this meeting. Ask them about their expectations from the call so you can also accommodate them. This will help both parties focus on the goal of the call. Establishing specific goals help conversation not to sidetrack. For example, the goal of the call should be to discover if your solution can even help them and if so, to give them the sufficient basis to make a decision if it’s for them. Inform about the limited amount of spots if this applies ex. “We can take X projects at the time”.

Ask to answer all questions honestly. People often have their guards up. Explain that you can help them the most if you understand their situation very well.

Let them know that you are recording the call and ask if that’s OK. This makes the call more official and official is good in business.

Check if they have enough time for the entire call. This is to avoid the situation where you spend 1 hour discussing their challenges but then there is not enough time to discuss the solution.

Inform about the decision time frame and agree to it. This is so that you can stick to your standard process.

Towards the middle of the call, the meeting becomes more conversational. As soon as the conversation starts you will start following general bullets instead of reading the scripts. Don’t read from the script nor show any presentation at this point of the call. Build the connection through natural conversation. This is the longest phase of the call that last around 45 minutes. During this phase of the call, your prospect should talk for 80% of the time and you should talk for only 20% of the time.

The focus of this phase is to understand the problems and the desired outcomes of your prospect. Without the problem, there is no solution needed. If there is no solution needed, your service is purposeless.

Everything they will say in this phase need to be written down word by word in the CRM. Repeat what they said after they state something important to show that you are listening. You will also repeat it during the pitch phase.

Dig deep to understand the problem. Understand the current situation, why this is a problem, and what is the implication of this problem. Ask what would be the preferred situation and how could your solution help them.

Start with the challenges they previously mentioned on the setter call. This shows that you took notes of what they already said before. This means that your internal information flow works so your process work. This also means that you care about everything they say.

Start with the general question “What are the current problems?” to get the spotlight on where to dig deeper.

Then move to leading questions. Leading questions should lead your prospect to think of their problems, which are the common problems that your audience usually has.

  • For example question “Do you have your own independent funnel?” would help them realize the risk of dependency.
  • “How many hours do you work per day” could help them realize that they are approaching burnout – if this is the common case for your customers.
  • “You know exactly what you should do yet you’re not implementing it” could have them realize that they need accountability.

Establish the patterns of what your clients usually struggle with. Write them down. Use Socratic questioning to help your prospect discover if they have the same challenges or not. Allow the prospect to come up with the challenges by themselves. Don’t put it in their mouth. People believe more in things they came up with themselves. More resources on the Socratic Questioning method in the Tribal Mastermind course are available to members.

Ask an open-ended question about any other challenges they might have

Towards the end of this phase, it should be clear and apparent to them that they have a problem. They need to want to solve it and see the specific financial value of solving this problem. It should be worth investing a certain amount of money in solving the problem. The next question in their head is whether they can trust you can solve it?

This last part of the call should last around 30 minutes.

During this part of the call, you will talk for 80% of the time and the prospect for 20% of the time again. This means that the proportion switches back again.

During this phase, you will pitch your service as a bridge from where your prospect is right now to where they want to be. It’s essential that you have harvested (wrote down in your CRM) those pains and goals in the previous stage of the call.

If you have a PowerPoint presentation, marketing materials, members areas to screen share or you are calculating financial forecast live in Excel – this is a good time. Calculating future gains is a great way to anchor the price. If you don’t do it, you should find a different way to anchor the price before disclosing it. For example, you can do it through stacking (I explain what it is in the next step).

Pitch the structure but adjust each of the features as a bridge to solve their problem. Dive deep into every feature and support yourself with the visuals. Refer to every feature and step in the process to problem and challenge they mentioned before with an exact wording.

Start by explaining the process in a sequential way making them focus and imagine what will happened after this call. Paint the picture of working together already. Use sentences such as: “Should we proceed and work together, the next step for you is a kick-off meeting.”.

Your strategy and method can’t seem to be easy to implement by your prospect on their own. It needs to be understood that it was hard and timely to build your process. The process can’t be explained in a way where the prospect thinks they can do it themselves as they can harm themselves through the process.

Elaborate long on each feature and step of the process and why is this step important and how much effort time and money it costed to develop this step as a method, make them understand the effort and the expertise for each. This is called value stacking and it helps with the price anchoring.

Here is a plot twist. Instead of waiting for the prospect to give you objections, be the one who is really making sure if the process can work for them. Assuming you have the mindset of sitting at the same side of the table (and you should), you can give objections why it wouldn’t work for them yourself. People naturally tend to play the devils advocate. If you were pushing sales too much, they would naturally look for objections not to buy. However, when you try to make sure if it would work as much as they do, the entire dynamics of the call shifts towards you working towards the same goal together.

State the price at the end of stacking the value.

Qualify them again on the general approach.

This is about you informing them if they are the right fit. If they are say “let’s do it”. Schedule the Kick off meeting and then conclude contract.

The payment or the contract sign is not a big deal. It is to be treated as a part of the process. Think of standing by the counter at the dentist and paying the bill upfront. The assistant isn’t making a big deal out of it. It’s part of the process. The attention should be shifted to what is happening after the payment. Paying is just the logistics, equally but not more important to scheduling the kick off meeting and other logistics. Divide the attention between all logistics elements equally.

Sales Course

In order to understand the sales process really well you should watch the course “Master of The Art of Sales” in Tribal Mastermind.

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About The Author(s)

Matt Laker

Matt Laker

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One Last Step: Where Do You Want It?