Sales Call Script (Founder-Led, 20 min)

# Sales Call Script — 20 Minutes

**Prospect:** [NAME, ROLE, COMPANY]
**Stage:** [discovery / demo / decision / close]
**Notes from prior contact:** [LINK or summary]

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## Min 0-2: Opening (don't waste it)
- "Thanks for the time. Before I show you anything, can I ask a few questions about [their context]?"
- (You're framing the call as discovery first, demo second. Most prospects expect a pitch — surprise them.)

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## Min 2-10: Discovery
Three questions to ask in order, listening for emotional language:

1. "Walk me through how you're handling [problem area] today."
2. "What's annoying about that?" (or "What does this cost you in time / dollars / sleep?")
3. "If this problem went away tomorrow, what would change?"

After each answer, repeat back what they said in your own words. ("So if I'm hearing right, …") This forces clarity and signals you're listening.

**Listen for:** specific frustrations, numbers, deadlines, named people in their org. Those are the buying signals.

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## Min 10-15: Demo (if relevant)
- Show only the part of the product that solves the specific problem they just described.
- Don't tour the product. Don't show every feature. Pick three frames maximum.
- "Here's how this would work for [specifically the situation they described]…"

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## Min 15-18: Pricing (only if asked OR if they've expressed clear interest)
- "Pricing for what you'd need starts at $X."
- (One sentence. Don't apologise. Don't pre-qualify.)
- "Does that range fit what you're thinking?"

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## Min 18-20: Close (the soft version)
- "Based on what we talked about, what's the right next step from your side?"
- (Open-ended close. Let them tell you what they need.)

If they say "let me think about it":
- "Sure — what would you need to know to decide?"
- (Pulls out the real objection.)

If they say "we're not ready":
- "Got it. What would need to change for it to make sense?"
- (Buying signal: they're telling you the criteria.)

If they say "let's do it":
- "Great. I'll send a contract and Stripe link within the hour. Anything else you need from me?"

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## After the call (within 5 minutes)
- One-paragraph follow-up email summarising what you discussed and the next step.
- Calendar invite if you agreed on one.
- Internal: write down what worked, what didn't, what surprised you.

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## Founder sales rules
- Listen 2× as much as you talk.
- Never apologise for the price.
- Silence after a question is OK — let them fill it.
- The next step is always specific (date, time, document).