Coaching Application Call Framework
Run application calls that qualify hard and lead to a decision, not a free strategy session.
By James Schramko
Make sure you only work with qualified candidates. Lead people to a sales call.
The frame of this call is to MAKE A DECISION. It is NOT a free strategy session call.
Imagine you are Simon Cowell and the applicant is auditioning to be accepted into your program.
Suggested call structure
Does not have to be in order. Should not be robotic or heavily structured. Make it flow. Ideally the conversation would be very free-flowing and organic. Over time you will get there without a checklist.
Open the call
Comment about the background, the location / timezone or just something particular to the prior communication. This gets the two-way discussion flow ready.
"I see a [something interesting]...pause..."
Start
This is permission-based and courteous.
"I have a few questions I usually ask, and I'll make a few notes as we go, if that's ok?"
Discover the pathway to you
This helps you understand the marketing source. This can give valuable feedback about your campaign. The candidate will often share details of a referral or information they have been exposed to about you. Often they will start opening up about their situation.
"Tell me how you ended up on this call?"
Why me?
Establish why you are the current option. Uncover any expectation or reliance or assumptions they may have. You might also discover a history of where they did not get a result they wanted from someone else.
"Curious, why did you choose me to talk with?"
Gather intel about their operating system
This helps you understand how to approach the call and what expectations to have around timing and direction.
"What process do you normally go through when making decisions like this?"
Make sure you have all decision-makers here, now
"Who is this for / who else is involved in the decision"
Budgetary requirements
Establish some awareness around the investment amount and expectations. I publish my prices, so this is easy. I put this early in the call to save wasted energy.
"The program you are applying for runs at $1,800 USD per month, are you ok with that?"
Timeframe
Check when they are ready to start
"When are you ready to start once you decide to come on board?"
Style
See if you can get an instruction manual with your candidate.
"When it comes to coaching, what has worked best for you in the past?"
Investigation
These are the core questions where the candidate will do most of the work. Ask and listen. Make notes.
"Tell me about your current situation."
"For clarity, what would success look like with us working together?"
"What challenges have you encountered?"
"What would you like to change?"
"Why is it important that you do something now?"
"What if you don't do it?"
Proof / case study / relatable
Based on the information, share an example of a client you got a similar desired result for, with a similar starting situation. Or name drop someone famous you help.
"Your situation reminds me of [another client] who [similar starting situation] and [similar end result]. So I am confident we are working with known factors instead of theory."
Demo the product
Explain how it works
"Do you know much about how our program works?"
Catch-all
This is a last chance to find anything you have missed
"Is there anything else you need to know just before you make a decision?"
Offer
Time to move into the logistics
"Would you like me to help you with [journey they outlined]?
Confirm the next steps
"Based on our discussion, here is what I recommend happens next .."
Then explain the steps.