A discovery call that converts without feeling like a sales pitch

Before the call

Ask two or three short questions when they book — what they want help with, what they have tried, what a good outcome looks like. You arrive prepared, and they arrive having already thought about the problem, which changes the whole conversation. Thirty minutes is plenty; an hour drifts.

Open by setting the shape — 2 minutes

"I have got 30 minutes for us. I would like to understand where you are and what you want to change, and if I think I can help I will tell you how I work and what it costs. If I do not think I am the right fit, I will say so and point you somewhere better. Does that work?" Saying this up front removes the tension, because nobody is waiting for a pitch to land.

Understand the situation — 12 minutes

Most of the call. Ask, listen, and resist the urge to start solving — one small insight is fine, a full coaching session is not.

• •What made you book this call now, rather than three months ago?
• •What have you already tried, and what happened?
• •What does this cost you — at work, at home, in your head?
• •If we worked together for six months, what would be different?
• •What would have to be true for you to say this was worth it?

Check the fit honestly — 5 minutes

Reflect back what you heard, in their words, and say plainly whether it is something you help with. If it is not — if they need therapy, a consultant, or a different specialism — say so and refer them on. You lose one sale and gain a referral source who trusts you.

This is also where you name the obstacle you can see: "the pattern I am hearing is that you keep taking the work back rather than letting your team fail small." One honest observation does more than any credential list.

Explain how you work, and the price — 5 minutes

Keep it concrete: the length of the programme, how often you meet, what happens between sessions, and the fee. Say the number out loud and then stop talking. Filling the silence with justifications is what makes a price sound negotiable.

Close by agreeing the next step — 5 minutes

Do not ask for a decision on the call. Ask "what questions do you have?" and then "how do you want to leave this?" Some will say yes there and then; most want a day. Agree the specific next step and a date, and send the agreement and payment link the same day while it is fresh.

Then follow up once, briefly, and let it go if the answer is no. The follow-up that lands best is a short note restating what they said they wanted, not a nudge about your availability.

Should discovery calls be free?

A free 30-minute call is normal for private coaching and lowers the barrier for someone who has never been coached. Charging a small fee for the first call filters out the merely curious and is common for in-demand coaches — if you do it, credit the fee against the first package so it reads as a deposit rather than a toll.

Common questions