Find the skill gap.

Discovery calls are happening, but too few turn into clear next meetings with the right people.

Practice plan

3 practice focuses, ranked.

1. 01

   Earning the second meeting

   Critical

   Your reps are losing on price because the value conversation lost out to the cost conversation earlier in the cycle. Fixing it at the close is fixing it too late. The practice targets the moment in the call where this fails for your reps — and rehearses the specific response to "Price pushback" your reps cannot handle confidently today.

   Scenario to build
   A 30-minute discovery with a skeptical VP who agreed to the call out of politeness. Goal: walk out with a calendar invite for the next stage, not a promise to follow up.

2. 02

   Reframing price into value

   High

   Price pushback is rarely about price — it is about the buyer not seeing enough value to justify the number. Practice the reframe, not the discount.

   Scenario to build
   A price-objection call where the buyer opens with "your number is double what we expected." The rep practices the reframe (cost-of-inaction, peer benchmark, scope tradeoff) without dropping the price.

3. 03

   Setting the value frame before the price frame

   High

   Price-driven losses are usually losses that started in discovery, when the value conversation got skipped. Practice the discovery move that pre-empts the price conversation.

   Scenario to build
   A discovery call where the buyer opens with "before we get into anything, what does this cost?" The rep has to redirect to value without sounding evasive.

Your cycle is short enough (3 months) that practice impact shows up in won-loss numbers inside one quarter. The first measurable signal is win-rate at the discovery / first call stage two cohorts in.