Discovery calls don't advance to demos
Run 10 discovery calls with script A and 10 with script B. Compare advance-to-next-step rate. Learn what gets your ICP to commit to the next conversation.
When to use
You're booking 5+ discovery calls per week and most don't advance. You have a hypothesis about why but haven't tested it.
Hypothesis template
If we run 20 discovery calls split between script A (problem-deep) and script B (vision-first), one will advance to demo/next-step at 2x+ the rate.
Method
The problem: You're booking calls but they end with "let me think about it" — and no next step. The script you're running is leaking pipeline.
What works: Two structured scripts. Same opening, same close, different middle.
- A — Problem-deep: Spend 20 of the 30 min on their current state — what they're doing today, what it costs them, what they've tried. Only show product if a specific pain anchors it.
- B — Vision-first: Spend 10 min on context, then walk through what "good" looks like with your product. Use a specific case study. Tie to their stated goal.
How to do it:
- Write both scripts as 1-pagers. Same opening (rapport + agenda), same close (specific next step + calendar).
- Alternate scripts call-by-call (call 1 → A, call 2 → B, etc.).
- After every call, log: did they commit to a next step? What was it (demo, pilot, intro to team, "let me think")?
- After 20 calls, count: % of A calls that advanced vs % of B calls.
Output: Winning script + the reason. (Often: B2B early-stage = problem-deep wins. Established category = vision-first wins.)
Success metrics
- •Advance-to-next-step rate per script
- •Specific commitments (demo, pilot, intro)
- •Time-in-call per stage
- •Objections heard per script
Prerequisites
- 5+ calls booked per week
- Recording tool (Fathom, Gong, Grain)
- Two written script variants
- A consistent next-step ask
Common pitfalls
- •Pitching for the full 30 min
- •No next-step ask at the end
- •Different "next step" definition per call — can't compare
- •Letting prospects drive the agenda
Source: Founder-led sales. Andy Raskin / strategic narrative work for vision-first variant.
Suggested ICE scores
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