The Discovery Call Framework That Lands $5K/Mo Clients
The right (and wrong) questions to ask on a discovery call
Heads up: Some of the links below are affiliate links, which means I may earn a small commission if you choose to use them — at no extra cost to you. I only recommend tools I personally use and trust.
Every successful client relationship starts with a single conversation. Not the proposal, not the contract signing, but that first “discovery call”’.
It's where you set the foundation for everything that follows - your pricing, your scope, and most importantly, how your prospect views your value.
Yet most freelancers get this crucial first conversation completely wrong.
They jump straight into the weeds, talking about themselves or asking tactical questions like attribution settings or platform preferences. In doing so, they immediately position themselves as technicians rather than strategic partners.
Here's the truth: Clients don't hire freelancers because they know how to execute tasks. They hire freelancers because they believe those skills can solve a business problem.
The discovery call is your chance to uncover that problem.
When you shift from asking "What's your current setup?" to "What's preventing you from hitting your CAC and ROAS goals?", something fundamental changes. The conversation elevates from project specifications to business impact.
This shift in approach doesn't just lead to better client relationships - it transforms your entire business. Higher close rates. Larger project values. Long-term retainers.
Because when you truly understand what drives a business decision, you can align your services with real value, not just deliverables.
Now, let’s talk about how to prepare for a discovery call.
Setting the Stage for Success
The most impactful discovery calls start before you even say "hello." But let's be clear - this isn't about spending hours stalking LinkedIn profiles. It's about smart preparation that positions you as someone who values their time.
Before any call, you need to understand:
• What prompted them to seek help now
• Their definition of success (in business terms)
• The real cost of not solving their problem
• Key stakeholders in the decision-making process
• Timeline drivers and market pressures
The easiest way to do this is with a 15 minute research sprint:
• Go through their website's main products and read reviews
• Scan their facebook ad library to understand their current marketing message
• Identify 2-3 key competitors
• Do some quick research on company news or PR features
• Check any mutual connections with the POC
You're not trying to become an expert in their business. You're looking for conversation bridges and potential pain points. This background gives you context for asking smarter questions, not for showing off how much you know about them.
Now, let’s talk about the kind of questions you need to ask during a discovery call
Discovery Call Questions That Uncover Real Value
The first 15 minutes of your call signal whether you're a tactical executor or a strategic partner. Here's how to be the latter:
1. Understanding the 'Why'
"What prompted you to look for help now?"
Simple but powerful. When they say "We need a new agency to manage our Facebook ads," this reveals the real story that perhaps their CAC increased by 30% last quarter.
2. Uncovering Business Context
"Walk me through who handles these responsibilities now..."
Better than "What's your current process?" This reveals:
• Team structure and capabilities
• Internal and external bottlenecks
• Brand creative requirements
• Potential resistance points
3. Future Vision & Success Metrics
"When we look back in 12 months, how will you know this investment paid off?"
Notice we're not asking about "goals." We're talking business returns:
• Revenue targets
• Market share goals
• Efficiency metrics
• Competitive advantages
"What other initiatives might this impact?"
This is how $5K projects become $50K retainers. Listen for:
• Connected problems you can solve
• Future roadmap items
• Strategic partnership opportunities
• Natural upsell moments
4. Moving Beyond Budget
Instead of asking "What's your budget?" focus on establishing value first:
"Where do you see your biggest growth opportunity right now?"
This opens doors to discuss:
• Market expansion plans
• New product launches.
• Testing new channels
• Competitive pressures
• Revenue potential
"What have you tried before?"
This reveals:
• Past investments (budget context)
• What didn't work (your opportunity)
• Internal capabilities (scope guidance)
• Pain points (value proposition)
5. Timeline & Investment
"What's driving your timeline on this?"
Better than "When do you need it?" You'll uncover:
• Market pressures
• Competitor moves
• Internal deadlines
• Budget cycles
Pro Tip: Let them talk. The more they share about their business challenges, the more opportunities you'll spot to expand scope naturally.
How to Close While Creating Clear Momentum
The discovery call isn't complete until you've established clear next steps. Here's how to close professionally and maintain control of the process.
1. The Strategic Recap
Always start by recapping everything you discussed and learned.
"Let me summarize what I've heard to make sure we're aligned..."
And then mention:
• Their key business challenges
• Specific outcomes they need
• Timeline drivers
• Success metrics
• Key stakeholders
2. The Action Plan
Instead of the vague "I'll send a proposal," be specific:
"Based on our discussion, here's what I recommend as next steps:
- I'll draft a strategic overview by [specific date]
- You'll review it with [key stakeholder]
- We'll reconnect on [specific date/time] to refine the approach
- Proposed start date by [date]"
"While I develop the strategic overview, what other information would help you and [stakeholder name] make a confident decision?"
3. The 24-Hour Follow-Up:
Now, within 24 hours, make sure to follow up with the following to keep the momentum going:
• Meeting summary
• Agreed next steps
• Any promised resources
• Calendar invite for next discussion
• One valuable insight they didn't ask for
Implementing This Framework Into Your Current Process
As you can see, the difference between $500 projects and $5K retainers isn't just skill—it's how you conduct discovery.
So before your next call, make sure you do the following:
- Pick 3 business-focused questions from each section
- Write them down (seriously, write them)
- Practice asking them naturally without sounding scripted
- Prepare follow-ups for common questions
Remember: Your discovery call isn't an interview—it's your first deliverable. When you help prospects think deeper about their challenges, you've already provided value.
The questions you ask set the tone: Are you a vendor they'll manage, or a strategic partner they'll invest in?
Your Action Steps
• Save this framework
• Use it as your call checklist
• Track which questions get the best responses
• Refine your approach
The best clients aren't looking for another pair of hands. They're looking for someone who understands their business. These questions prove you're that person.
