Discovery, demos & closing

Outbound's job is to start the conversation. What happens next decides whether it becomes revenue, and the founders who convert aren't the slickest talkers, they're the best listeners. The whole back half of the funnel rewards diagnosis over performance.

Discovery: diagnose before you prescribe

The first call is not a pitch. It's a diagnosis. Your job is to understand the prospect's actual situation, what's broken, how much it costs them, what they've already tried, who else cares, and whether this is urgent or just annoying. Ask far more than you tell. A doctor who prescribed before examining you would be malpractice; a founder who pitches before understanding is the same thing, and it shows.

The most important thing you're listening for is urgency. A real, expensive, nowproblem closes. A mild, someday problem doesn't, no matter how good the fit looks on paper. Qualify hard, your time is the scarcest thing you have.

Demo to the problem, then close the gap

• Demo what they told you hurts. A feature tour is for you; a demo of their problem being solved is for them. Skip everything else.
• Make the next step tiny. Closing isn't pressure, it's removing friction from an obvious next move. A pilot, a clear trial, a scoped start.
• Surface objections on purpose. “What would stop this from happening?” The objection you don't hear is the one that kills the deal silently.
• Confirm the buying process. Who signs, what budget exists, what the timeline is. A “yes” from someone who can't sign isn't one.

None of this is automatable, and that's the point: the time Sigora frees up at the top of the funnel is the time you spend here, where deals are actually won.