Cold Email Introduction Template
Master the art of discovery calls with this proven question framework. Covers situation, pain, impact, and decision process questions to qualify leads effectively.
The Template
DISCOVERY CALL FRAMEWORK Opening (2 min) • Thanks for taking the time. Before we dive in, can you tell me a bit about what prompted this conversation? Current Situation (5 min) • Walk me through how you're currently handling [relevant process]? • What tools or systems are you using today? • How many people are involved in this process? Pain Points (5 min) • What's working well with your current approach? • What's the biggest challenge you're facing with [area]? • How long has this been a problem? • What happens if you don't solve this? Impact & Goals (5 min) • What would success look like for you? • What metrics are you trying to improve? • Where do you want to be in 6-12 months? Decision Process (5 min) • Besides yourself, who else would be involved in this decision? • What's your timeline for making a change? • Is there budget allocated for solving this problem? • What would need to happen for you to move forward? Next Steps (3 min) • Based on what you've shared, I think we can help. Here's what I recommend... • What questions do you have for me?
Why This Template Works
The discovery call is where good salespeople separate themselves from great ones. It's not about pitching your product—it's about understanding your prospect's world deeply enough to determine whether you can genuinely help them and how to position your solution if you can.
This framework follows a logical progression: understand their current situation, uncover pain points, quantify the impact of those pains, and then understand their buying process. Skipping steps or asking questions out of order often leads to shallow conversations that don't advance the sale.
The best discovery calls feel like conversations, not interrogations. These questions should flow naturally, with active listening and follow-up questions based on their answers. The framework is a guide, not a script to read verbatim.
When to Use This Template
Key Elements That Make It Work
Situation Questions
Understand their current state: what tools they use, how processes work, who's involved. This establishes baseline and uncovers potential gaps.
Pain Questions
Dig into what's not working. The goal is to understand specific challenges deeply, not just surface-level complaints. Ask 'why' and 'tell me more.'
Impact Questions
Quantify the cost of the problem. What happens if they don't solve it? What would success look like? This builds urgency and helps you tie your solution to ROI.
Decision Process Questions
Understand who's involved, timeline, and budget. This helps you navigate the organization and forecast accurately.
Template Variations for Different Scenarios
The BANT Framework
Quick qualification for high-volume sales
BANT DISCOVERY QUESTIONS Budget: • "Do you have budget allocated for solving this problem?" • "What's the typical investment range for initiatives like this?" • "How do purchasing decisions like this get approved?" Authority: • "Besides yourself, who else would be involved in this decision?" • "What does your evaluation process typically look like?" • "Who would need to sign off on moving forward?" Need: • "What's driving the interest in solving this now?" • "What would success look like for you?" • "How is this problem affecting your team/business today?" Timeline: • "What's your ideal timeline for implementing a solution?" • "Are there any deadlines or events driving urgency?" • "When would you need to make a decision by?"
Subject Line Options to Test
Personalization Tips for Higher Response Rates
Research their company and industry before the call so you can ask informed questions
Listen for emotional cues—frustration, excitement, concern—and follow up on them
Adapt your questions based on their role: executives care about strategy, managers care about execution
Reference challenges common in their industry to show expertise
Take notes on specific phrases they use and mirror that language back
Frequently Asked Questions
How many questions should I ask in a discovery call?
Quality over quantity. 10-15 thoughtful questions with good follow-ups is better than 25 rapid-fire questions. Focus on understanding deeply rather than checking boxes. Let their answers guide where you go next.
Should I share my screen or show product during discovery?
Generally no—discovery is about understanding, not presenting. If they ask to see something specific, a quick peek is fine, but save the full demo for after you understand their needs. You'll demo better when you know what to focus on.
What if the prospect asks about pricing during discovery?
Acknowledge it ('I'm happy to discuss pricing') but try to defer until you understand their needs ('Let me make sure I understand what you need first so I can give you accurate pricing'). If they insist, give a range.
How do I handle a prospect who gives short answers?
Ask more open-ended questions ('Tell me more about...', 'What does that mean for your team?'). Share a hypothesis they can react to ('Companies we work with often struggle with X—is that true for you?'). Sometimes silence encourages them to elaborate.
What's the biggest mistake people make in discovery calls?
Talking too much. The 30/70 rule exists for a reason—you should talk about 30% of the time. Other common mistakes: not following up on interesting answers, asking leading questions, and jumping to solution mode too quickly.
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