75 | The 5 Elements of High-Converting Discovery Calls (+ 2 Actionable Tips)

Speaker: 00:00:00

Hello and welcome to Women in

the Coaching Arena podcast.

2

: 00:00:04

I'm so glad you are here.

3

: 00:00:06

I'm Jo Lott, a business mentor

and ICF accredited coach

4

: 00:00:10

Microphone (Samson Q2U Microphone):

and I help coaches to

5

: 00:00:11

build brilliant businesses.

6

: 00:00:14

I know that when you prepare to enter

the arena, there is fear, self doubt,

7

: 00:00:19

comparison, anxiety, uncertainty.

8

: 00:00:23

You can tend to armor up and

protect yourself from vulnerability.

9

: 00:00:29

In this podcast, I'll be sharing

honest, not hype, practical and

10

: 00:00:32

emotional tools to support you to make

the difference that you are here for.

11

: 00:00:37

Dare greatly.

12

: 00:00:38

You belong in this arena.

13

: 00:00:41

Hello, welcome to the 75th episode

of women in the coaching arena.

14

: 00:00:45

I am so glad that you are here.

15

: 00:00:47

I have just had a wonderful two weeks

in Greece, so excited to discuss today's

16

: 00:00:53

topic, which is mastering discovery calls

to see if the break has given me any new

17

: 00:00:59

perspectives on this important topic.

18

: 00:01:03

I can't believe I haven't

actually covered this one already.

19

: 00:01:06

So I hope it is super helpful for you.

20

: 00:01:08

Whilst saying this, I should

say that I actually don't really

21

: 00:01:12

do discovery calls anymore.

22

: 00:01:14

It was wonderful being away in

Greece and managing to sell several

23

: 00:01:19

places on my business of coaching

program through my sales page.

24

: 00:01:24

I mention this not to boast, but to

show you what's possible once you have

25

: 00:01:31

continued this journey and built up your

reputation and your know, like, and trust.

26

: 00:01:37

Because that is what it takes

for someone to buy from you.

27

: 00:01:40

But it's also an opportunity to share,

not to jump the gun like that, with a

28

: 00:01:47

sales page, because I think lots of my

clients join the program and they say, oh

29

: 00:01:52

my gosh, I'm going to create a sales page.

30

: 00:01:54

What's the structure.

31

: 00:01:55

How do I do it?

32

: 00:01:56

And I often have to explain that you can't

really just jump to a sales page until you

33

: 00:02:02

have a lot of solid marketing out there.

34

: 00:02:05

Discovery calls are a really

important way of you getting to know

35

: 00:02:09

your ideal client what's makes them

tick what their real problems are.

36

: 00:02:14

So there are so many benefits to

having really good discovery calls.

37

: 00:02:18

Obviously the main benefit

is gaining clients.

38

: 00:02:21

You have a discovery call,

strategy sessions, sales call,

39

: 00:02:24

wherever you like to call that.

40

: 00:02:26

conversations lead to conversions.

41

: 00:02:30

So first let's talk about why

discovery calls are the lifeblood

42

: 00:02:34

of your coaching business.

43

: 00:02:36

These calls are your only way, pretty

much of gaining clients until you are

44

: 00:02:43

at the stage where you maybe do have a

sales page and some people never do that.

45

: 00:02:47

you don't have to have a sales page.

46

: 00:02:49

The only reason I moved to it

was because I was probably having

47

: 00:02:53

15 plus discovery calls a week.

48

: 00:02:55

And obviously I actually need to

serve my clients and do other things

49

: 00:02:59

so I had to create another way.

50

: 00:03:02

Discovery calls are often your

first real direct interaction

51

: 00:03:06

with a potential client.

52

: 00:03:09

They set the tone for your relationship.

53

: 00:03:12

Here are five reasons why

they are so important.

54

: 00:03:16

Firstly, it's your first chance

to make a good impression.

55

: 00:03:20

And obviously, as we know, first

impressions really do last.

56

: 00:03:25

Second, they allow you to qualify, leads

and ensure that they are a good fit.

57

: 00:03:30

You don't have to work with just anyone.

58

: 00:03:33

You want to work with people who value

you, who are going to do the work

59

: 00:03:38

who are committed to the process.

60

: 00:03:40

So it's a great opportunity for you to

have that right fit call with someone.

61

: 00:03:46

Thirdly, they provide an opportunity

to showcase your expertise.

62

: 00:03:50

So you are there as the guide

asking really great questions.

63

: 00:03:54

Four they help build trust and

rapport with potential clients.

64

: 00:03:59

And like I mentioned, you need

people to know you like you

65

: 00:04:02

and trust you to buy from you.

66

: 00:04:06

Most importantly, this is where you

convert your prospects into paying

67

: 00:04:10

clients and that is what we want.

68

: 00:04:13

You work really hard through your

marketing to gain those discovery calls.

69

: 00:04:18

We want to master the discovery

call art so you can turn

70

: 00:04:22

those prospects into clients.

71

: 00:04:24

In my program, we often do

breakout rooms and actually

72

: 00:04:28

practice holding a discovery call.

73

: 00:04:31

You can't always learn things from a book.

74

: 00:04:33

It takes real embodiment and it takes

also being on the other side of a

75

: 00:04:37

discovery call to see that actually

it's quite caring when someone

76

: 00:04:42

asks you really good questions.

77

: 00:04:44

When someone challenges

your perspective on things.

78

: 00:04:47

Whereas we can immediately back

off and not want to be challenging

79

: 00:04:51

on a sales call, because we

don't want to feel salesy.

80

: 00:04:55

But actually, when you get the

chance to practice, you can really

81

: 00:04:58

see that it's actually an insightful

process for that potential client.

82

: 00:05:04

So let's briefly cover the

five key elements that make up

83

: 00:05:08

an effective discovery call.

84

: 00:05:10

Firstly is your preparation.

85

: 00:05:12

Doing that homework before the call.

86

: 00:05:14

So you know who they are, what

they want from the process.

87

: 00:05:18

The second thing you'll

want to do is build rapport.

88

: 00:05:20

So create that connection

right from the start.

89

: 00:05:24

Just one to two minutes of

building rapport before you

90

: 00:05:27

take ownership of that process.

91

: 00:05:30

Do not let the other person come

to you with all their questions.

92

: 00:05:34

You set the tone for the process,

right from the beginning of the call.

93

: 00:05:38

Outlining exactly what

will happen on that call.

94

: 00:05:43

Third up you'll want to

do a needs assessment.

95

: 00:05:45

You'll want to really figure

out the prospect's challenges.

96

: 00:05:49

their goals, where they are

now, where they want to be.

97

: 00:05:52

What's in the way.

98

: 00:05:54

What they've tried already.

99

: 00:05:55

This is the chance for you to get

your coaching skills in action.

100

: 00:06:00

You're not there to solve their problems.

101

: 00:06:02

You're there to help them articulate their

problems and where they want to get to.

102

: 00:06:07

Once you have done that, you'll want

to move to your value proposition,

103

: 00:06:10

explaining how you can help.

104

: 00:06:12

So this is super important joining the

dots from what they've just outlined

105

: 00:06:17

their problems are to exactly how you

can help and as many ways as you can

106

: 00:06:22

tie in what they are struggling with

into your value proposition, the better.

107

: 00:06:28

And the fifth and final one is next steps.

108

: 00:06:31

So you'll wants to guide that prospect

towards a decision one way or another.

109

: 00:06:37

And also handle objections.

110

: 00:06:39

Many people will say they want

to speak to their partner.

111

: 00:06:43

I would say, yeah, I completely get that.

112

: 00:06:45

I like to discuss important

decisions with my partner too.

113

: 00:06:49

I'm sure your partner

will want to support you.

114

: 00:06:52

So let's get super clear on exactly what

the benefits are to you so you can really

115

: 00:06:57

articulate why you want to do this.

116

: 00:07:00

And also really asking, oh, are

there any other queries in the way?

117

: 00:07:04

Because often the money, the

partner, all the things that they

118

: 00:07:07

will say are not really the problem.

119

: 00:07:09

Usually you need to dig a lot deeper

to really figure out that it's maybe

120

: 00:07:14

they don't think it'll work for them.

121

: 00:07:15

So as much as you can stay

in coaching mode, the better.

122

: 00:07:19

Each of these elements will play a

crucial role in the success of your call.

123

: 00:07:25

And it's really easy to get sidetracked.

124

: 00:07:28

I used to get sidetracked all

the time, solving the potential

125

: 00:07:31

client's problem there.

126

: 00:07:33

And then, so they go off thinking,

great, I've got my niche now and it's

127

: 00:07:37

like, this is not a pick your brains

call which is why it's super important

128

: 00:07:41

you take charge off that call, right

to begin with an outline, the process.

129

: 00:07:47

Because whether or not they go

off thinking they can do this

130

: 00:07:50

alone after your 30 minute call,

most likely they actually can't.

131

: 00:07:54

If they could have solved that problem,

I'm sure that they would have done by now.

132

: 00:07:58

So it's good to remember

that they do need your help.

133

: 00:08:01

Otherwise they would not

be on that call with you.

134

: 00:08:04

Let me share a quick case study

of a client who was really

135

: 00:08:09

struggling with this process.

136

: 00:08:11

They had a lot of discovery calls.

137

: 00:08:13

Their marketing was working.

138

: 00:08:15

But they were only converting

around 10% of the discovery calls.

139

: 00:08:19

We found that she was making

lots of common mistakes.

140

: 00:08:23

Firstly positioning the discovery call

as pretty much a pick your brains call.

141

: 00:08:29

So people weren't really coming to

the call expecting to buy anything.

142

: 00:08:32

They were just looking to ask for

her advice and they had no idea that

143

: 00:08:36

they were part ,of a sales process

where she was going to be asking

144

: 00:08:40

them, if they wanted to work with her.

145

: 00:08:44

So the first one is gaining

qualified leads on that call rather

146

: 00:08:48

than just anyone and everyone.

147

: 00:08:51

She was also doing most of the talking.

148

: 00:08:53

Sharing her experience.

149

: 00:08:55

Trying to help them brainstorm

solutions to their problem.

150

: 00:08:59

Not asking enough probing questions.

151

: 00:09:01

A discovery call is the perfect

opportunity to really take into those

152

: 00:09:05

coaching skills and ask the questions that

no one has probably asked them before.

153

: 00:09:09

So they haven't been able to really

articulate their own problem.

154

: 00:09:14

Reflecting back comes in a lot

towards the end of the discovery call.

155

: 00:09:18

So you want to be able to reflect

back what you've heard to ensure

156

: 00:09:22

that they know that you get where

they are and what they want.

157

: 00:09:26

As a coach, you are perfectly

positioned to ace this call.

158

: 00:09:30

And lastly, she wasn't clearly

articulating her value proposition well.

159

: 00:09:35

Too much into the logistics of

like, okay, it'll be six sessions.

160

: 00:09:39

We can meet every two weeks.

161

: 00:09:41

It will be this much money rather than

really focusing in on what the client

162

: 00:09:46

has just told them and what the outcome

is likely to be from those six sessions.

163

: 00:09:51

You only go into logistics when

the person is pretty much yes.

164

: 00:09:55

I'd like to hear more about the logistics

and they only want to hear more about

165

: 00:09:59

the logistics when they know that what

you offer is what they actually need.

166

: 00:10:04

After implementing these changes

in her approach, she has massively

167

: 00:10:10

jumped her conversion rate up to

about 40% within the two months

168

: 00:10:14

that she's been practicing this.

169

: 00:10:16

Quadrupled the amount

of clients that she had.

170

: 00:10:19

Allowed her to raise her rates.

171

: 00:10:21

And she's working with clients

who are a better fit, leading to

172

: 00:10:24

better results and more referrals.

173

: 00:10:27

Now she has a form that they complete

prior to the discovery call taking place.

174

: 00:10:32

Where they outline.

175

: 00:10:34

Yes.

176

: 00:10:34

They do have money to invest in

coaching and that makes sure that

177

: 00:10:39

that person is pretty much sold

by the time they get on the call.

178

: 00:10:44

And that perfectly aligns with

your marketing, doing the heavy

179

: 00:10:48

lifting of your sales call.

180

: 00:10:50

Hence why I no longer have

to do a sales call because my

181

: 00:10:53

marketing is strong enough.

182

: 00:10:55

that I've usually handled objections,

shared case studies, shared my process.

183

: 00:11:01

All the things that you

normally do on a discovery call.

184

: 00:11:04

They already know that I get

their problem because I talk about

185

: 00:11:07

it often, for example, on this

podcast and in social media posts.

186

: 00:11:12

They already know my process because

I've outlined it in my marketing.

187

: 00:11:16

So really thinking about this sales

process as your entire business,

188

: 00:11:21

because all you are needing to do

to gain clients is to build rapport

189

: 00:11:26

with people, make sure that you

communicate that you get their needs.

190

: 00:11:30

That you understand where they

are, where they want to get

191

: 00:11:33

to what they've tried before.

192

: 00:11:34

What's in the way.

193

: 00:11:35

Make sure you're really good

at explaining how you can help.

194

: 00:11:39

And make sure you are talking to

that person who is ready to buy now.

195

: 00:11:44

Guiding that person towards a decision

rather than only ending your posts

196

: 00:11:49

or whatever, with a quote or a

general platitude, you want to be

197

: 00:11:54

inviting people to make that decision.

198

: 00:11:57

It's worth saying that

it does take practice.

199

: 00:12:00

And this particular client was lucky

that she had a lot of practice, which

200

: 00:12:04

is why she gained that expertise.

201

: 00:12:07

So I often have people say I really

need to work more on my sales process.

202

: 00:12:12

but they haven't actually

had any sales calls yet.

203

: 00:12:15

So whilst I have a full process

that I share about here's exactly

204

: 00:12:19

what you need to say at this stage.

205

: 00:12:21

Here's how you handle these objections

in reality, unless we are actually

206

: 00:12:25

practicing, which is again, what I try and

encourage people to do within the program.

207

: 00:12:30

Either do that on the calls in

breakout rooms, or meet up with

208

: 00:12:34

other people from the program.

209

: 00:12:36

and take turns in

actually practicing this.

210

: 00:12:39

It's a skill that you

cannot just read about.

211

: 00:12:41

You need to go through those mistakes.

212

: 00:12:44

Completely mess that up

and then try it again.

213

: 00:12:47

So the more you can

practice this, the better.

214

: 00:12:50

This is well worth your time.

215

: 00:12:52

And if you want to take this

even further, I encourage you

216

: 00:12:55

to jot down after the call.

217

: 00:12:57

What questions did you ask?

218

: 00:12:59

What were the responses?

219

: 00:13:00

How could you do it differently?

220

: 00:13:02

Just like used to do in coach training.

221

: 00:13:04

Once you had a coaching session.

222

: 00:13:06

You have to reflect back.

223

: 00:13:08

I don't know if your training was

like mine when you had to record them.

224

: 00:13:12

Cringe-worthy listened back thing.

225

: 00:13:14

Oh God.

226

: 00:13:15

Yeah.

227

: 00:13:15

I should have asked this.

228

: 00:13:16

I should have asked that.

229

: 00:13:17

That's exactly what you can do with

your sales calls to ensure that you

230

: 00:13:21

get better at this important skill.

231

: 00:13:24

So here are two actionable tips

that you can take forward right now

232

: 00:13:28

to improve your discovery calls.

233

: 00:13:30

Firstly use the 80 20 rule.

234

: 00:13:33

Aim to listen for 80% of the

call and speak for only 20%.

235

: 00:13:38

This ensures that you don't get embroiled

into explaining your process again.

236

: 00:13:44

And again, Your process isn't as

important as that person's needs,

237

: 00:13:48

who are right in front of you.

238

: 00:13:50

Second end with a clear next step.

239

: 00:13:53

Always finish your call

with a specific plan.

240

: 00:13:56

So ideally that is

scheduling another call.

241

: 00:13:59

If it's not a yes, immediately.

242

: 00:14:01

Or sending a proposal or agreeing a

date that you will contact them again.

243

: 00:14:07

Perhaps a date that you will have

your first call, if it is a yes.

244

: 00:14:11

So ensure that you both know

exactly what's happening next.

245

: 00:14:15

The worst thing, and it happens often,

so if it's happened to, you know, you're

246

: 00:14:19

not the only one, it's the ghosting

that happens after a sales call, and

247

: 00:14:24

that will only happen if you allow that

call to end without a clear next step.

248

: 00:14:30

These adjustments will lead

to a noticeable impact in

249

: 00:14:33

your discovery call outcomes.

250

: 00:14:36

So let's summarize today's episode.

251

: 00:14:39

Firstly, we talked about

why discovery calls matter.

252

: 00:14:42

Then I talked about the five

elements of an effective sales call.

253

: 00:14:47

So that is preparation, rapport,

building needs assessment, value

254

: 00:14:51

proposition, and then next steps.

255

: 00:14:54

Next, we talked about

256

: 00:14:55

a case study and some common mistakes

that people make and how to solve them.

257

: 00:15:00

And finally, I left you with two

actionable tips that can completely change

258

: 00:15:05

the game for you on your discovery calls.

259

: 00:15:09

I hope this quick overview

was helpful for you.

260

: 00:15:13

In my coaching program, I go way

deeper and provide a full step-by-step

261

: 00:15:18

guide, including the mindset, because

often that is the biggest hurdle, as

262

: 00:15:23

well as knowing exactly what to say.

263

: 00:15:25

It's really embodying that you and

your service is worth investing in.

264

: 00:15:29

I also cover the two separate processes,

firstly for selling to individuals

265

: 00:15:35

and then for selling to organizations.

266

: 00:15:37

There are different approaches

and you will want to master these

267

: 00:15:41

approaches because this is what

is going to turn those potential

268

: 00:15:44

clients into paying clients.

269

: 00:15:47

You will find the link to the

business of coaching mentorship

270

: 00:15:50

program in the show notes.

271

: 00:15:53

And I will leave you with the fact that

every discovery call is an opportunity

272

: 00:15:59

for you to change someone's life.

273

: 00:16:02

That person will want to talk themselves

out of making any positive change.

274

: 00:16:08

Our brains only want to

keep us safe, keep us small.

275

: 00:16:12

So at every point they will be backing off

thinking maybe I don't really need this.

276

: 00:16:18

Maybe I can do this myself, despite

the fact that maybe they haven't

277

: 00:16:21

done this themselves for years.

278

: 00:16:24

So this is your opportunity to completely

change the game for that person's life.

279

: 00:16:29

I hope that is helpful for you.

280

: 00:16:31

And like I say, at the end of every

episode, trust yourself, believe

281

: 00:16:35

in yourself and be the wise Gardner

who keeps on watering the seed.

282

: 00:16:39

Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

283

: 00:16:41

episode of Women in the Coaching Arena.

284

: 00:16:44

I have a mess of free resources on

my website joannalottcoaching.com.

285

: 00:16:51

That's Joanna with an A

and Lott with two T's.

286

: 00:16:54

joannalottcoaching.com.

287

: 00:16:57

And I'll also put links in the show notes.

288

: 00:17:00

Let me know if you found

this episode useful.

289

: 00:17:03

Share it with a friend and

leave me a review, and I will

290

: 00:17:06

personally thank you for that.

291

: 00:17:09

Remember to trust yourself, believe

in yourself and be the wise Gardner

292

: 00:17:13

who keeps on watering the seed.

293

: 00:17:16

Get into the arena dare, greatly and try.