The Problem
Most clients don’t know what the roots problem are.
We’ll cover:
How to use discovery to sell How to run a discovery session
Different root causes will require different solutions Therefore it’s important for you to help clients discover their root causes. This will position you to:
Be helpful and position yourself as expert Know which solution to advise them How to discover the problem by diagnosing:
Just like a doctor, you ask your questions then you can make recommendations. The key tool is asking “why”:
why do you want to do that? Asking this respectfully until you discover the root cause.
How big is the problem?
Bigger problems are worth more to solve Bigger problem do not have many can solve Impacts the size of the problem:
How many people make the decision in the project? How long they’ve been in business? How complex is the product/service/ company? What are the different types of industry and regulations? Industry type/regulation? If you know how to solve it: great!
This course will teach you how to solve the key branding problems If you don’t know how to solve it:
Can you delegate the problems to those who knows how to do it?
No big problem, no big project - and that’s okay. Not everyone needs a professional branding process How to run a discovery process
Step 1: Inquiry
“We’re starting a new company and have nothing.” “We need a facelift / rebranding” “Do you feel like your current brand fits with your current branding?”
The introductory call is not a discovery call. Step 2: Setup a session
Step 3: Meet & ask
What do you think is the problem with the current identity? How do you feel about the current identity? How do your customers feel about it? How are sales going? What do you think affects them? How does the brand affect sales? How does the brand affects team / moral / hiring? How is the brand reflected on different touchpoint? Is the brand consistent across platforms? Is the messaging coherent across platforms? Do people understand what you do? Why do people choose your brand? Do people trust your brand? How does your brand compares with the competitions?
Note: please don’t use this question as a checklist, choose a couple that you think is important and go deep with the different.
Remember: they may not know what the problem is.
Step 4: If you feel by the end of the session you understand their problem then make a recommendation
Tell them how the problem can be fixed Tell them about costs & timeline Summary
We need to have a deep diagnosing conversation our client Don’t jump to solve the problem if you’re not 100% sure that that’s the problem Only after we understand if they have a painful problem worth solving we can offer our service If you do this right, you’ll build rapport and sales will be easier.
The Discovery Call