Sales Training • Day 1

Discovery Mastery & Pain→Offer Mapping

Niches: Driving Schools & Restaurants • Mode: Phone/Zoom • Program: Starter Site + Social 4 Pack

Foundations Discovery Stack Niche Playbooks

PART I — Foundations

1) Why Discovery Wins (and Pitching Fails)

Owners care about weekly revenue and capacity utilization. Your job: locate the choke point (lead flow, conversion, no-shows, weekday footfall) and present one obvious next step.

  • Higher close rates: one pain → one fix → one “yes.”
  • Shorter cycles: quantify impact to create urgency.
  • Scope control: avoid free-tier customization creep.
  • Upsell fuel: today’s notes power 30-day upgrades.
Minimum Effective Close (MEC): one pain → one offer → one outcome → one next step

Examples (x3)

Driving School

Pain: missed calls during lessons → Offer: free one-pager + WhatsApp CTA → Outcome: +5 weekly inquiries → Next: build intake.

Restaurant

Pain: Tue–Wed soft → Offer: Social 4 cadence + promo hub → Outcome: +6 tables/day → Next: 30-day review.

Generic SMB

Pain: “post & pray” social → Offer: Social 4 + trackable CTA → Outcome: attribution → Next: discuss SEO/SEM at review.

PART II — The Discovery Stack

2) SPIN (+ TED + 5 Whys)

SPIN

  • S—Situation: “How do students/diners find you—Google, Maps, referrals, Instagram?”
  • P—Problem: “What’s most frustrating about converting interest to bookings/covers?”
  • I—Implication: “If this continues 90 days, what breaks—idle hours/empty tables?”
  • N—Need-Payoff: “If we fix that single choke point, what changes first?”

TED Prompts

Use Tell / Explain / Describe to keep them talking: “Tell me about the last inquiry that slipped.”

5 Whys

Ask “why/what causes that” from different angles (3–5 layers) to reach root cause—without pressure.

Examples (x3)

Driving School

SPIN: S “Mostly Google.” → P “We miss calls.” → I “8 idle hrs/wk.” → N “WhatsApp-first CTA would help.”

TED: “Describe a recent no-show and what you did.”

5 Whys: no online CTA → site dated → no owner time → need template flow.

Restaurant

SPIN: S “Locals + Maps.” → P “Tue–Wed dead.” → I “Waste climbs; cut hours.” → N “Promo cadence fills tables.”

TED: “Tell me about your last promo—what happened after posting?”

5 Whys: no schedule → inconsistent → staff unsure → need ready assets.

Generic SMB

SPIN: S “IG DMs.” → P “Leads vanish.” → I “Lost 3 jobs/mo.” → N “Clear CTA + reminders.”

TED: “Explain your follow-up timing.”

5 Whys: no owner → no process → no templates → automate.

3) Paraphrase + Label + Precision Check

  • Paraphrase: “So weekdays are inconsistent and posts are occasional…”
  • Label: “Sounds like you’re worried about wasted spend/empty tables.”
  • Precision: “Did I get that right, or what did I miss?”

Examples (x3)

Driving School

“So calls land while you’re teaching, and no one can answer—sounds like lost lessons. Did I get that right?”

Restaurant

“So Tue–Wed slump and promos are ad-hoc—sounds like you can’t plan labor. What did I miss?”

Generic

“So DMs pile up and replies are late—sounds like leads go cold. Is that accurate?”

PART III — Niche Playbooks

4) Driving Schools — Patterns & Offers

  • Missed calls while teaching → Free one-pager + WhatsApp CTA → +5 contacts/wk; fill midday gaps.
  • No-shows/cancellations → Automation upgrade (reminders) → higher show-rate; saved instructor hours.
  • Invisible on Google/Maps → SEO Local upgrade → rank + calls from Maps.

Examples (x3)

Example #1

Pain: 3 no-shows/wk → Offer: reminders upgrade → Outcome: +30% show-rate → Next: scope at 30-day review.

Example #2

Pain: missed calls → Offer: free page + WhatsApp CTA → Outcome: +5 inquiries/wk → Next: intake today.

Example #3

Pain: competitor outranks → Offer: SEO Local → Outcome: top-3 pack → Next: proposal after 30-day data.

5) Restaurants — Patterns & Offers

  • Tue–Wed dead → Social 4 + promo cadence + promo hub (free) → +6 tables/day.
  • Weak GBP/reviews → SEO Local + reviews engine (upgrade) → rank + trust.
  • Promo impact unclear → Promo hub + trackable CTA → attribution & repeatable wins.

Examples (x3)

Example #1

Pain: Tue–Wed soft → Offer: Social 4 + hub → Outcome: stable mid-week covers → Next: review in 30 days.

Example #2

Pain: GBP weak → Offer: SEO Local → Outcome: more calls from Maps → Next: quote after baseline.

Example #3

Pain: no tracking → Offer: trackable CTA/QR → Outcome: see which posts fill tables → Next: iterate promo.

PART IV — Mapping & Talk Tracks

6) MEC Grid: Pain → Offer → Outcome

Rule: one dominant pain → one offer → one outcome → one next step.

Driving School

Pain: missed calls → Offer: free one-pager + WhatsApp CTA → Outcome: +5 inquiries/wk → Next: start build today.

Restaurant

Pain: Tue–Wed soft → Offer: Social 4 + promo hub → Outcome: +6 tables/day → Next: 30-day review.

Generic

Pain: “post & pray” → Offer: Social 4 + trackable CTA → Outcome: attribution → Next: propose SEO/SEM.

7) Value Summary (3-Step) — Klaric Cues

“Here’s the shortest path: (1) Launch a one-pager with a clear CTA (certainty: draft in 7 days), (2) Publish 4 ready-to-use posts monthly (effort saving), (3) Review numbers in 30 days to decide on SEO/SEM/Reminders (specificity/proof). Would that help with this pain?”

Examples (x3)

Driving School

“WhatsApp-first page → Social 4 → check show-rate → add reminders only if needed.”

Restaurant

“Promo hub + Social 4 → track QR scans → layer Local SEO if consistent.”

Generic

“Free page → monthly assets → choose SEM (speed) vs SEO (compound) at 30 days.”

8) Scope Guardrails (Free Tier)

  • IN: template one-pager; brand colors, logo, headlines, CTA, contacts; 4 generic assets; 7-day typo/link fixes.
  • OUT: custom sections, integrations, multi-page, long-form copy, posting/community management.
  • Zoom-before-build: protects scope, improves show rate.

Examples (x3)

  • “Add online booking now?” → Out of free scope; park for 30-day review.
  • “Custom video posts?” → Out of free scope; keep Social 4; consider add-on later.
  • “Extra sections?” → Out of free scope; keep template fast; propose upgrade if needed.

PART V — Live Delivery

9) 8-Minute Discovery Script (Phone/Zoom)

  1. Permission (0:20): “Okay to take 8 minutes to map your situation and a 3-step plan?”
  2. SPIN (5:00): S → P → I (quantify 1 number) → N.
  3. Paraphrase/Label/Precision (1:00): “So ___; sounds like ___; did I get that right?”
  4. Value Summary (1:00): 3-step Klaric talk track.
  5. Close (0:40): “If that helps, we start the free build today; 10-min intake; draft in 7 days.”

Examples (x3)

Driving School

“8 idle hrs/wk → WhatsApp CTA now → review reminders at day 30.”

Restaurant

“Tue–Wed soft → Social 4 + hub → QR tracking proves lift.”

Generic

“DM leaks → phone-CTA page → decide SEM vs SEO after baseline.”

10) Holding Scope (Friendly “No”)

“To keep it free and fast, we personalize the template (colors/logo/headlines/CTA/contacts). If after 30 days data shows you need [X], we’ll scope it properly.”

Examples (x3)

  • “We need multi-page.” → Free tier is one-pager; upgrade post-data.
  • “We want integrations now.” → Keep first win small; revisit in review.
  • “We want heavy copywriting.” → Free tier adjusts headlines only; copy add-on is paid.

PART VI — Practice & Scoring

11) Roleplays (10-minute cycles)

  • RP-A (Driving): missed calls → WhatsApp CTA; quantify idle hours; close free build.
  • RP-B (Restaurant): slow Tue–Wed → Social 4 + hub; quantify empty tables; close free build.
  • RP-C (Driving): no-shows → diagnose timing/content; start free page; tag reminders.
  • RP-D (Restaurant): weak GBP → cadence now; tag SEO Local for review.

Examples (x3)

  • “Reminders didn’t work.” → ask why (timing/message); page first; test variant later.
  • “We post daily.” → show no attribution; add trackable CTA; measure.
  • “Staff can’t handle complex flows.” → keep CTA simple; train one action.

12) QA Scorecard (100 pts)

  • S/P/I/N + one quant (25), TED/5 Whys (10), Paraphrase/Label/Precision (10), Pain→Offer→Outcome (15), Value Summary (10), Scope control (10), Close next step (5), Notes completeness (10), Opening/Agenda (5).

Examples (x3)

  • 85/100 pass: one quant clear; scope held; next step booked.
  • 72/100 re-coach: no quant; suggested two offers; fix with MEC.
  • 95/100 star: crisp SPIN; strong Klaric cues; perfect notes.

PART VII — Worksheets & Templates

13) CRM Notes Template

Pain: ___ • Impact (number): ___ • Offer: ___ • Outcome (specific): ___ • Next step + date: ___

Examples (x3)

Driving

Pain: missed calls • Impact: 8 idle hrs/wk • Offer: free one-pager + WhatsApp CTA • Outcome: +5 inquiries/wk • Next: intake Fri.

Restaurant

Pain: Tue–Wed soft • Impact: −18 tables/wk • Offer: Social 4 + hub • Outcome: +6/day • Next: review in 30 days.

Generic

Pain: DM leaks • Impact: 3 jobs lost/mo • Offer: phone-CTA page • Outcome: +2 jobs/mo • Next: SEM talk at review.

14) Day-0 Recap Email (Template)

Subject: Quick recap + your 3-step plan for {BUSINESS}

Hi {NAME}, thanks for the call.
Choke point: {PAIN} → impact {IMPACT}.
Plan (7-day draft):
1) One-pager with {CTA}
2) Social 4 (monthly assets)
3) 30-day review → decide on {SEO/SEM/Reminders}
If that matches, reply “OK” and I’ll send the 10-minute intake.

Examples (x3)

  • Driving: “Choke point: missed calls → 8 idle hrs/wk… Plan: WhatsApp CTA + Social 4… Review reminders at day 30.”
  • Restaurant: “Choke point: Tue–Wed soft → −18 tables/wk… Plan: promo hub + Social 4 + QR.”
  • Generic: “Choke point: DM leaks → 3 jobs lost/mo… Plan: phone CTA + assets → SEM/SEO decision at review.”

15) Consent SMS/WhatsApp (with permission)

“Hi {NAME}, it’s {REP}. Sent your recap + intake link. Reply STOP to opt out.”

Examples (x3)

  • Driving school: “Sent your recap & WhatsApp CTA mockup.”
  • Restaurant: “Sent your Tue–Wed promo cadence & QR.”
  • Generic: “Sent your one-pager + follow-up date.”

PART VIII — FAQs (Coach Answers)

  • Who owns the site? Client owns content; free tier includes small footer credit.
  • Custom layout? Free tier stays fixed for speed; revisit in 30 days if data supports it.
  • Posting? Free tier delivers assets; posting/community mgmt is a paid add-on.

Examples (x3)

  • “Remove footer credit?” → Possible on paid upgrade.
  • “Add booking now?” → Park until 30-day review.
  • “Daily custom videos?” → Not in free tier; consider add-on.

PART IX — Quick Reference

Mantra: One pain → one offer → one outcome → one next step.

Quantify: idle hours / empty tables / client value (90 days).

Free tier IN: template + colors + logo + headlines + CTA + contacts + Social 4.

Free tier OUT: custom layout, integrations, multi-page, copywriting, posting.

Close: “Kickoff this week → draft in 7 days → Social 4 monthly → 30-day review.”

Examples (x3)

  • Driving: MEC → WhatsApp CTA now; reminders later if needed.
  • Restaurant: MEC → Social 4 + hub; measure with QR; then SEO Local.
  • Generic: MEC → one-pager CTA; decide SEM vs SEO after baseline.
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