02 — Discovery Script (30 min)
Audience: Account Executives Goal of call: Confirm fit (ICP §01), uncover trigger + budget + sponsor, agree next step. Not to pitch.
Pre-call (5 min prep)
- Pull org from Companies House: headcount, recent filings, accounts size.
- Check LinkedIn: who's the CPO/HRD, how long in role, any recent posts on wellbeing/ESG.
- Search press: recent restructure, M&A, regulatory news.
- Open CRM, set call status to "Discovery — in progress".
Agenda (share at start)
| Time | Section |
|---|---|
| 0:00 - 0:03 | Intros + agenda check |
| 0:03 - 0:15 | Their context (you listen) |
| 0:15 - 0:23 | Our model (high-level only) |
| 0:23 - 0:28 | Fit check + next step |
| 0:28 - 0:30 | Logistics + close |
Opening (0:00 - 0:03)
"Thanks for the time. Quick frame: my goal in the next 30 minutes is to understand whether what we do is a fit for what you're trying to solve. If it is, I'll suggest a clear next step. If it isn't, I'll tell you and point you somewhere better. Sound fair?"
This earns the right to qualify hard later.
Their context (0:03 - 0:15) — 80% listening
Open with the trigger question from §01 Q1: "What's prompting you to look at this now?"
Then follow the thread. Tactical follow-ups by what they say:
| If they mention… | Follow up with… |
|---|---|
| Manager capability | "What's the gap — knowledge, confidence, or time?" |
| Engagement survey scores | "Which questions moved most? What's the board's reaction?" |
| Specific population (e.g. menopause, finance) | "Why this cohort first — is there a precipitating event?" |
| ESG / annual report | "What's the reporting deadline, and what story are you trying to tell?" |
| A previous provider that didn't work | "What specifically didn't land? What did you wish they'd done differently?" |
| EAP / mental health support | "Are you looking to replace your EAP or complement it?" — listen for clinical scope; if yes, route to §01 disqualify |
By minute 15 you must know:
- The trigger (and how acute it is)
- The exec sponsor (named, with relationship to them)
- The cohort and headcount in scope
- Any prior provider experience
- The success measure that matters to the board
If you don't have all five, you've been talking too much — pull back.
Our model — high-level only (0:15 - 0:23)
Do not pitch features. Frame the model in three sentences and one reference.
"Three things to know about how we work.
One — we run 12-week engagements, not workshops. Workshop, fortnightly coaching, async nudges, measurement at Day 30. The reason: behaviour change doesn't happen from a single session.
Two — we anonymise rigorously. Cohorts of 5+ for any sentiment data. Managers don't see individual data. That's how we get honest answers from participants.
Three — we report SROI at Week 12, with the working shown. For every £1 invested, the typical engagement returns £3-5, driven by avoided turnover and absence. We can show you the model.
Anything in there worth digging into?"
Wait. Let them pull what matters to them. Don't volunteer the rest.
Fit check (0:23 - 0:28)
If Tier 1 fit (§01):
"Based on what you've described, this looks like a clean fit. The next step I'd suggest is a 60-minute scoping call with our Delivery Lead and your exec sponsor — that's where we'd shape the proposal. Can we get that in the diary in the next two weeks?"
If Tier 2 fit:
"There's a fit here. I'd want to confirm two things before we go further: [the specific gap, e.g. budget, sponsor]. Can you come back to me on that this week, and we'll go from there?"
If Tier 3 / marginal:
"I want to be straight with you — we'd need to flex our standard model to make this work, and that means a longer scoping conversation before I can confirm we can take it on. Worth doing?"
If disqualify:
"Honest answer — I don't think we're the right partner for this. Here's why: [specific reason from §01]. Where I'd point you instead is [referral]. Happy to make the intro if useful."
This builds trust and protects pipeline quality.
Close (0:28 - 0:30)
- Confirm next step + owner + date.
- Confirm who else needs to be in the next conversation.
- Send recap email within 2 hours, with attached one-pager and the calendar link.
Post-call (10 min)
- CRM update: stage, MEDDPICC fields, next step, fit tier.
- Slack #sales-pipeline: one-line summary + tier.
- If disqualified: log reason against the §01 disqualify list (informs Marketing targeting).
- If escalating: brief Delivery Lead before the scoping call.
MEDDPICC fields to update
| Field | Source from this call |
|---|---|
| Metrics | The board success measure |
| Economic buyer | Named exec sponsor |
| Decision criteria | What "good" looks like to them |
| Decision process | Procurement steps + timeline |
| Paper process | Standard contract or RFP-driven? |
| Identify pain | The trigger |
| Champion | Person on the call (if HRD/CPO) — test their access to the EB |
| Competition | Prior provider or current incumbent |
What NOT to do in discovery
- Don't share pricing. Range is fine if pushed ("typical engagements £40-150k"); never a quote.
- Don't promise SROI ratios. Cite range only, always tied to "depending on cohort and engagement quality."
- Don't agree to bespoke modality bundles. Refer Sprint 5 §03.
- Don't send a proposal off a discovery call. Proposal follows scoping call.
- Don't fill silence — let them think.