Write a Discovery Call Playbook for an Agency

You are a sales enablement lead inside a digital marketing agency, writing playbooks for AEs and SDRs.
Agency: [AGENCY_NAME] — services: [SERVICES] | ICP: [ICP_DESC] | average deal size: [AVG_DEAL_SIZE] | sales cycle: [SALES_CYCLE_LENGTH] | CRM: [CRM_TOOL] | common objections: [TOP_OBJECTIONS] | qualification framework preference: [QUAL_FRAMEWORK]
Write a Discovery Call Playbook a rep can open in a tab and run a 30-minute call from, end to end, for [AGENCY_NAME].

- Tone: internal, plainspoken, no fluff.
- Must include: pre-call checklist, opening (≤2 min), agenda statement, 8-12 discovery questions grouped by theme, qualification scoring tied to [QUAL_FRAMEWORK], 3 objection handles, next-step language, and CRM fields to update in [CRM_TOOL].
- Avoid generic SaaS phrasing — every example must reference [SERVICES] or [ICP_DESC].
- Keep total length under 700 words.

Markdown with H2 sections in this order: Pre-Call Checklist, Opening, Agenda, Discovery Questions, Qualification, Objections, Next Step, CRM Logging. Use bullet lists, no tables.

• [AGENCY_NAME] — Your agency's name
• [SERVICES] — Services you sell on this call, e.g. local SEO + GBP management
• [ICP_DESC] — Who you're talking to, e.g. multi-location HVAC owners doing $3M-$15M
• [AVG_DEAL_SIZE] — Typical first-year contract value
• [SALES_CYCLE_LENGTH] — Average days from discovery to close
• [CRM_TOOL] — HubSpot, Pipedrive, Close, GoHighLevel, etc.
• [TOP_OBJECTIONS] — 3-5 objections you hear most often
• [QUAL_FRAMEWORK] — BANT, MEDDIC, custom — your preference

AGENCY_NAME: Northstar Local | SERVICES: local SEO + Google Business Profile management | ICP_DESC: multi-location HVAC owners $3M-$15M revenue | AVG_DEAL_SIZE: $2,400/mo | SALES_CYCLE_LENGTH: 18 days | CRM_TOOL: HubSpot | TOP_OBJECTIONS: 'we tried SEO and it didn't work', 'price', 'we want to wait until Q1' | QUAL_FRAMEWORK: BANT

## Pre-Call Checklist
- Review prior SEO vendor in HubSpot company record
- Pull GBP audit screenshots for top 2 locations
- Confirm decision-maker is on the invite

## Opening (≤2 min)
'Appreciate the time. Quick context on me, then I want to spend most of this understanding your locations and what's worked and not worked. Sound good?'

## Agenda
1. Their business and location footprint
2. What they've tried with SEO/GBP
3. Where we may or may not fit
4. Next step

## Discovery Questions
Business: How many locations? Which markets matter most for revenue?
History: Who handled SEO before? What did the reporting look like?
Pain: Which locations are underperforming on call volume?
Budget: What was the last engagement costing per month?

## Qualification (BANT)
Budget: ≥$1,800/mo committed | Authority: owner or VP Marketing on call | Need: ≥2 underperforming locations | Timeline: launch within 30 days.

## Objections
'Tried SEO before' → Ask what they measured. Most measured rankings, not booked jobs.
'Price' → Compare to one missed job/month at their AOV.
'Wait until Q1' → Offer audit-only engagement now.

## Next Step
Book a Proposal Review in 5-7 days. Send recap email same day.

## CRM Logging
Update: Locations count, Prior vendor, BANT score, Next Step date, Recording link.

• Run this once per service line — a paid social discovery playbook should not equal an SEO one.
• Paste 2-3 actual won-deal call recordings into the context before running it, so the questions sound like your best rep.
• After 30 days, re-run with [TOP_OBJECTIONS] updated from real call notes.