Phase 3 · Discover
Current State
Map exactly where they are right now. Identify all pain points — especially the biggest one. Let them talk, you listen and write notes.
Opening
So first off, Name — what was it about our content that made you want to jump on this call today?
Listen closely. Surface-level answer first. Dig 3 to 4 levels deep before moving on. Write notes throughout.
Baseline — Their Life Right Now
Baseline 1
What is currently going on that had you take the step of reaching out with this application, was there a particular catalyst that triggered it?
Baseline 2
What do you do for work? Is it demanding on your time and energy?
Baseline 3
How consistent have you been with training over the last 12 to 24 months?
Baseline 4
What does your week typically look like? How much time could you realistically commit?
Baseline 5
What has your nutrition looked like recently — any structure or pretty reactive?
Current state notes — job, schedule, lifestyle, consistency
Transition
Got it, Name. I am starting to get a much stronger picture of where you are right now.
Pain — Where It Hurts
Pain 1
Where do you feel the biggest gaps when it comes to your health and physique? What is not happening the way you know it could or want it to?
Follow-up: What makes you say that? Dig at least 2 to 3 levels deep.
Pain 2
How long has this been going on for you?
Pain 3 — Past Attempts
What have you already tried? things they tried — what happened with those?
Each failed attempt proves the old approach was wrong, not them.
Pain notes — what hurts most, how long, exact words they used
Doubt — Why It Has Not Changed
Doubt 1
In your honest opinion, what has been preventing you from solving this on your own, or in the timeframe you actually want?
Doubt 2
Do you have a specific plan right now to change this, or has it been more reactive?
Doubt notes — what is stopping them, what have they blamed it on
Cost — Make the Problem Real
Cost 1
Have you stopped to think about what not taking action to day might cost you? Not just physically — but energy, confidence, how you show up at work, at home?
Cost 2
So based on that, what is this costing you right now mentally, or emotionally not being where you want to be — their pain?
Let them name the cost. Guide across: Time. Stress. Health. Relationships. Identity. Self-worth.
Cost 3
And if you were to try to put a number on it, how much do you think you have spent on the wrong solutions up until this point?
Cost notes — what did they say this is costing them (use these exact words in the close)
Summary — Reflect It Back
So right now you are a their job, and it sounds like you are dealing with their pain. You have tried things tried and none of it has stuck. Is that a fair summary?
Goal State — Paint the Future
Goal 1
Where do you want to take your health and physique in the next 12 weeks? What does the version of you that has done the work actually look like?
Goal 2
You mentioned you want to their goal. Why that specifically? What does hitting that actually mean to you?
Get to the deeper why — confidence, attraction, identity, something to prove.
Goal 3
What is the bigger picture behind wanting this? What changes in your life when you have this handled?
Goal 4 — Urgency
Is this a now thing or a someday thing? Because the way you are answering, it sounds pretty urgent — especially with trigger event coming up.
After they confirm: What makes you say that specifically? Get them to say it themselves.
Goal notes — specific outcome, deeper why, timeline
Gap State — Why They Are Not There Yet
Gap 1
Based on everything we've just discussed about, what do you think has been missing up until this point?
Gap 2
You tried things tried. What specifically did not work — the programme, lack of support, accountability?
Gap 3
What would need to be different this time for it to actually work?
Their answer tells you exactly how to frame the pitch. Take notes.
Gap 4 — Consequence
And if nothing changes over the next 12 months, and you don't take action on this today, what does that look like for you, whats the real consequence in how you look, feel, act etc?
Pause after this. Let it land. Do not rush past the silence.
Gap notes — what they identified as missing, what would need to change
You
One thing I like to understand before we go further: when it comes to a decision like this, are you someone who tends to be decisive on your own, or is this something you would want to discuss with your partner first?
If They Are Decisive
You
I love hearing that. And does your partner know you are on this call today exploring a solution to finally get this handled?
If They Defer to Partner
You
I appreciate that. Does your partner know the goals you have shared with me today? Because what I find is that when this comes up, it is often less about them not supporting it, and more about you not yet being fully certain yourself. Is that fair?
If they genuinely need to consult their partner, set a follow-up call with both present. Do not close them solo.
Transition to Pitch
I really appreciate how open you have been, Name. Based on everything you have shared, I can see exactly where the gaps are. But you tell me — where do you want to go from here?
Wait for the prospect to give you permission. Do not launch into the pitch unprompted.