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Mind map for YouTube video: How To Run A High-Converting Discovery Call For Your AI Agency (ID: rajD_rSN65Y)
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How To Run A High-Converting Discovery Call For Your AI Agency

TL;DR Milan from True Horizon, an AI agency with $300k MRR and 25+ client engagements, outlines a practical framework for high-converting discovery calls. The core philosophy emphasizes "P2P sales" (person-to-person), prioritizing trust and relationship building over transactional B2B approaches. Every discovery call aims to build trust, uncover ROI opportunities, and secure the next step, structured across three phases: Open & Connect, Explore & Discover, and Close & Book Next Step. Key strategies include thorough prospect research to find common ground, framing the call as mutual value creation, deep-diving into business processes to identify automation potential, and actively listening to understand prospect needs. The speaker advises avoiding technical jargon, excessive talking, neglecting rapport, and being overly salesy, instead advocating for high energy, active listening, and a collaborative, value-first mindset to significantly improve close rates.

Information Mind Map

How To Run A High-Converting Discovery Call For Your AI Agency

Speaker Credibility

  • Milan from True Horizon:
    • Achieved $300,000 MRR for AI agency.
    • Smashed quarter-million MRR goal for 2025 early.
    • Completed 25+ successful client engagements: from pre-revenue startups to Fortune 500s.
    • Lessons are 100% practical, learned in the trenches with co-founders Nate Herk and Tyler Bacham.

Why Discovery Calls Matter

  • First Impressions Count: Often determines deal outcome before solution presentation.
  • P2P Sales (Person-to-Person):
    • No such thing as B2B sales – it's always P2P.
    • You're a person selling to another person; build a relationship.
    • People buy from those they trust and connect with.
  • Three-Step Goal for Every Discovery Call:
    1. Build trust.
    2. Uncover ROI opportunities.
    3. Secure the next step.

Three Phases of Every Discovery Call

Phase 1: Open & Connect

  • Establish Rapport & Relationship-First Mindset:
    • Start strong with a smile and a wave.
    • Bring positive energy; look presentable.
    • Finding Common Ground: Best way to start.
      • Do homework on your prospect before the call.
      • Examples: Same school, company, hometown, hobbies (e.g., Ultimate Frisbee in bio), blog posts, LinkedIn comments.
      • If nothing specific: Congratulate them on a professional achievement/update.
      • Sales requires high EQ (Emotional Quotient) – be in tune with their thoughts/feelings.
    • Tip: Use an AI research agent to automate prospect research.
      • Build this tool for your agency (can be resold or used as a case study).
  • Establish Purpose by Framing the Call:
    • Avoid sounding salesy.
    • Frame as an introductory or exploratory call focused on mutual value creation.
    • Example Script: "Hey, Mr. Prospect, you hopped on this call because you're curious about AI. My goal is to add value here in our short time together. If we find an overlap, that's a win-win, right?"
    • Value-First Mindset: Removes pressure, creates collaborative atmosphere, helps close sales.

Phase 2: Explore & Discover

  • Deep Dive into Business Processes & Uncover ROI Opportunities:
    • Aim for deeper understanding across four critical areas:
      1. Business Processes: Find painful, repetitive tasks ripe for automation.
      2. Data Infrastructure: Initial mapping of tools (CRM, ERP, databases) for integration. Understanding tech stack is critical for development plan.
      3. Priorities & Timelines: Uncover specific goals, budget allocation, and urgency.
      4. Authority Level: Identify if they are the decision maker who can pull the trigger.
  • Opening Question: "How bullish are you on AI?"
    • Gauges their AI journey and mindset.
    • Two Typical Prospect Types:
      • 1. Super Bullish Prospect:
        • High buying signal.
        • Often has 10-30 AI agent ideas.
        • Your Job:
          • Leverage excitement to build sale/business case.
          • Balance excitement with expertise/reality of building AI solutions.
          • Identify highest ROI opportunity among their ideas.
          • Funnel excitement, add value, give them the build plan live on the call.
      • 2. Cautious & Early Prospect:
        • Early in exploratory phase.
        • Your Job: Use the Four Cornerstones Framework.
          • Questions to Ask:
            • "What tasks are you doing over and over again?"
            • "What eats up most of your time?"
            • "Where do you and your team make the most mistakes?"
            • "What grows heavier as the business scales?"
          • Two Frames for Questions:
            • Individual Level: Their daily business life.
            • Team/Department Level: Repetitive, time-consuming, error-prone, scalable tasks across the team (where real automations/ROI lie).
          • Goal: Uncover a process ripe for automation that adds value.

Discovery Call Checklist: What to Collect

  • Buying Temperature: Bullish vs. Cautious? Do they like/trust you? Readiness to move forward.
  • Tech Stack & Integrations: Overview of main tools/technologies (existing integrations, custom API calls, custom databases).
  • Timeline & Urgency: Budget allocated? Deadline-driven?
  • Authority Level: Can they pull the trigger/send payment?
  • ROI Opportunity: The most important thing to uncover.
    • Anchor the next step on this.
    • Focus your proving value stage on this.

Phase 3: Close & Book the Next Step

  • Summarize Opportunity & Create Momentum:
    • Maintain collaborative, value-first frame.
    • Example Script: "Hey, Mr. Prospect, sounds like our invoice extractor solution that we discussed could create some real value in your business. I'd love to put together a demo to show you exactly what's possible, what it looks like, and so we can start building a business case together. How does Thursday at 2 p.m. sound for the demo?"
    • Recap specific opportunity and potential impact.
    • Propose next step: Demo or AI Audit.
    • Book immediately on the spot (while they're still hot).
  • Alternative: Sell a Paid AI Audit:
    • Requires more experience, client testimonials, case studies.
    • Benefits:
      • Qualifies serious buyers.
      • Saves valuable engineering time.
      • Creates immediate revenue.
      • Builds deeper client relation.
      • Allows deeper dive into business processes to ensure ROI.
    • Note: Different sales cycle/process/offer; video on this coming soon.

Common Mistakes to Avoid

  • Getting Too Technical:
    • Prospects tune out unless they have a technical background.
    • Keep it business focused and ROI focused.
    • Be technical just enough to showcase expertise.
  • Talking Too Much:
    • Aim for 70/30 split (prospect talks 70% of the time).
    • Constantly probe with strategic questions.
    • Your words will have more impact; prospect feels they know you better.
  • Ignoring Relationship Building:
    • No trust = No deal.
    • Invest time in genuine connection before business discussions.
    • Even with busy executives, establish common ground for 1-2 minutes.
  • Being Overly Salesy:
    • Frame conversations as collaboration and exploration.
    • Focus on driving value as the #1 priority.
    • Guaranteed: Value-first mindset closes more deals than sales-first.

Best Practices

  • High Energy:
    • Bring enthusiasm without being unprofessional (find the balance).
    • Your energy is contagious and sets the tone.
    • Maintain it throughout the call.
  • Balance Listening (Active Listening):
    • Nod, smile, mhm, acknowledge.
    • Show understanding before advising.
    • Ask Clarifying Questions: If prospect asks a question, clarify it to show active listening and deliver a relevant answer.
      • Example: "Mr. Prospect, I understand you're asking about my portfolio/client work. Is there anything specific you're looking for, any ROI numbers, before I dive in, so I know which testimonial is best to show you?"
  • Collaborative Approach:
    • You're exploring opportunity together.
    • You're not pitching or selling on that call.
  • Remove Yourself from Outcome:
    • Never a life-ending event if a call goes bad.
    • Improves your close rate.
  • Remember P2P (Person-to-Person):
    • Build genuine human connection that transcends business transactions.
    • Leads to more business transactions.

Recap

  • Open: Connect, establish common ground, bring energy, build genuine relationship.
  • Explore: Use framework or deep dive into their AI agent roadmap.
  • Collect: Discovery data (buying temperature, tech stack, timeline, authority, ROI opportunity).
  • Close: Secure next call (demo) or paid audit with a commitment.
  • Overall: Bring energy, bring authenticity; conversion will follow.
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