sales-call-frameworklisted

# Sales Call Framework ## Overview Close rate is set in discovery, not at the close. A call that ends in "let me think about it" almost always failed 20 minutes earlier, when the seller started pitching before the buyer had articulated the cost of their problem in their own words. The discipline: **diagnose fully, then prescribe once.** Sellers who pitch early spend the rest of the call defending a solution to a problem the buyer has not yet admitted they have. ## When to Use - Running a discovery, demo, or closing call - Close rate is low, or deals stall at "think about it" - Building a call structure or training a closer - Writing objection responses or proposal follow-ups Don't use for: booking the call (use `appointment-setting`) or building the offer (use `offer-and-pricing-design`). ## Call Structure **1. Frame (2 min).** Set the agenda and get agreement, including permission for a real answer at the end. > "Here's how I'd like to use the time: 15 minutes for me to understand what's actually going on, then if it looks like we can help I'll show you exactly how, and if not I'll tell you straight. Either way you'll get a clear yes or no from me today — and I'd ask for the same. Fair?" This single move eliminates most "think about it" endings, because they agreed to decide before the pitch existed. **2. Discovery (15–20 min).** The majority of the call. Talk-to-listen ratio should be roughly 30/70. The buyer should be doing most of the talking. **3. Diagnosis s