Diagnose before pitching
Discovery questions
that expose the real leak.
Do not pitch the full catalog first. Ask enough questions to learn whether the problem is website clarity, trust, reviews, missed calls, ads, CRM follow-up, reporting, or full revenue operations.
Business model
- What service or product makes you the most money?
- Which customers are easiest to serve and most profitable?
- What do people usually misunderstand before they buy?
- What service area or local market matters most right now?
Website and conversion
- When someone lands on your site, what action do you want them to take first?
- Do forms, calls, booking links, and quote requests all go to the right place?
- When was the last time the site was updated with current offers, photos, or proof?
- What page or offer should be producing more inquiries than it is?
Leads and follow-up
- How quickly do new calls or form requests get answered?
- Where do leads get tracked after the first contact?
- How many leads go cold because nobody follows up?
- Do you have a reactivation process for old customers or old quotes?
Reviews and trust
- How often do satisfied customers leave reviews without being asked?
- Do staff know when and how to ask for reviews?
- Do you have recent photos, testimonials, or proof on your site and profile?
- What would make a stranger trust you faster?
Paid traffic
- Are you spending on ads now?
- Is ad spend separate from management fees?
- What offer are ads pushing?
- Can you tell which calls or forms came from campaigns?
- What happens after a paid lead contacts you?
Budget and decision
- What would make this worth paying for monthly?
- Who needs to approve the first invoice?
- Is this a fix-now problem or a later project?
- Would you rather start with the front door, the lead system, or the full growth lane?
AE close after discovery: “Based on what you said, I would not start with everything. I would start with [PRIMARY LANE], because that addresses [PAIN]. Then we can add [NEXT LAYER] once the first leak is controlled.”