Family Resource Group
Sales Playbook · Discovery Call Flow
Call Guide
The Discovery Call, Step by Step
Not a script — a proven path. Read it on the call to keep the conversation on track, learn what you need, and move every prospect toward a clear next step. New or seasoned, follow the line.

How this works

Think of every call as a straight line from “hello” to a clear next step. Your only job is to keep the conversation moving forward — and gently bring it back whenever it drifts. You stay in the driver's seat by asking good questions, not by talking the most.

By the end of the call, the prospect should feel sure of three things. Build all three as you go — when someone hesitates, it's almost always because one of them slipped:

Certainty 1
The Plan
This fits my goal and will actually get me results.
Certainty 2
You
This rep knows their stuff and has my interest at heart.
Certainty 3
FRG
This company is solid and will deliver what they promise.

Golden rules — keep these in mind the whole call

  • Be a guide, not an interrogator — ask with real curiosity.
  • Listen more than you talk. Aim for them talking ~70%.
  • Take notes — you'll sell their own words back to them.
  • Match their energy, then lift it slightly.
  • An objection is interest, not a “no.” Stay calm.
  • Never end without a specific next step on the calendar.
1
Open the line
First 30 seconds · earn the right to keep talking
Do
Introduce yourself and FRG in one quick breath, sound prepared and upbeat, then set the agenda and get a small “yes” to continue.
Say something like
“Thanks for taking a minute. I'd love to learn a little about your business first, then share a couple of ideas that have worked for companies like yours — fair enough?”
Lock in before moving on
They've agreed to the agenda. You sound like someone worth their time, not a telemarketer.
2
Learn the person
Build rapport · start reading their role and authority
Ask
  • How long have you been with the company?
  • What's your role there — what does a typical day look like for you?
Listen for
Title and authority cues, how invested they are, anything personal you can genuinely connect on.
Lock in
Use their name. Show you're interested in them, not just their budget.
3
Learn the business
Understand their world so your ideas fit it
Ask
  • Tell me about the business — what do you do and who do you serve?
  • What makes you different from the other guys in town?
  • Do you have busy and slow seasons?
Listen for
Their ideal customer, what they're proud of, seasonality, and the kind of customer they wish they had more of.
Lock in
You can describe their ideal customer back to them. That's who we'll help them reach.
4
Qualify: decision, timeline, budget
Find out who decides, how fast, and how much — before you pitch
Ask (gently, with curiosity)
  • Are you the one who'd make the call on something like this, or is this more about gathering ideas right now?
  • Who else would weigh in on a marketing decision?
  • What's got you thinking about this now — any timeline in mind?
  • Have you invested in marketing before? Roughly what kind of budget feels comfortable?
Listen for
The real decision process, urgency, and a budget range. If they dodge budget, give a range and watch their reaction.
Lock in — do not skip
You know WHO decides, WHEN they want to move, and roughly HOW MUCH. Pitching before this is guessing.
5
Find the pain & the goal
Uncover what's broken and what winning looks like
Ask
  • What's working in your marketing right now — and what isn't?
  • If we crushed it together this year, what would that look like for you?
  • What happens if things stay exactly as they are?
Listen for
The pain (you'll bring this back later) and a specific goal in their own words — “more new patients,” “fill the slow months,” “grow the email list.”
Lock in
Get one clear goal stated out loud. You'll tie every recommendation back to it.
6
Position FRG — briefly, and tailored
Now you've earned the right to talk about us
Do
Connect what they just told you to who we are. Keep it short — 30–60 seconds — and aimed straight at their goal. Drop one quick proof point.
Say something like
“We help local businesses reach exactly the customers you just described — across print, digital, and our marketing platform. For example, [client] came to us wanting [goal] and we helped them [result].”
Lock in
Use one relevant client win — pull it from the tactic sheet you're about to recommend.
7
Their ideas, or yours
Transition into recommendations from the playbook
Ask
“Do you already have ideas on how you'd like to market the business — or would it help if I shared what's been working for businesses like yours?”
Then
Recommend one or two tactics that fit their goal AND budget. Pull the talking points from the matching tactic sheet. Tie each one back to the goal they stated in Step 5.
Lock in
Every tactic you suggest is connected out loud to their goal — “you said you want X, so here's how this gets you there.”
8
Gut-check the three certainties
Before you ask for anything, read the room
Quietly check
  • The Plan — do they believe this gets them the result?
  • You — do they trust you and feel you're on their side?
  • FRG — do they trust us to deliver?
Why it matters
Whichever one is weakest is exactly where their next objection will come from. Shore it up now.
Lock in
All three feel solid. If one's shaky, add a proof point or reassurance before you ask to move forward.
9
Handle objections by looping
An objection is a buying signal — don't argue, loop back
The 3-step loop
  • Acknowledge it sincerely — never get defensive.
  • Clarify — is this the real issue, or just timing? “Totally fair — is it the idea itself, or more about the timing?”
  • Loop back — rebuild certainty on whichever of the three slipped (the plan, you, or FRG), then return to the next step.
Make it easy to say yes
Remind them you'll be with them every step, suggest starting smaller if needed, and bring back the goal/pain from Step 5 — what does waiting cost them?
Lock in
Never accept a vague “I'll think about it” as the end. Loop, or pin down the real concern.
10
Advance the sale — always a next step
End the line where you started it: moving forward
Close to a concrete action
  • “Let's get a proposal in your hands — can I walk you through it Thursday at 2?”
  • “I'll mock up an ad so you can see it — when works to review together?”
  • “Let's get the decision-maker on a quick call — what's their availability?”
  • Or, when they're ready: lock the start date and next steps.
Lock in — the call isn't done until
There's a specific day and time on the calendar for the next step. Confirm it out loud before you hang up.
Family Resource Group, Inc. · 3636 S. Sherwood Forest Blvd., Suite 540, Baton Rouge, LA
Internal sales tool — not for client distribution