Sales Series Part 4 of 7: Diagnose

Ever have a prospect describe their problem… and know instantly that’s not the real issue? 

You don’t want to say it too soon.

You don’t want to seem like a know-it-all. 

But you do want to help them see what’s really going on and why the old solutions haven’t worked.

That’s where the Diagnose step in my Benevolent Servant Leader™ sales framework comes in. 

This is where you show the prospect you truly understand their world—often better than they do.

They come to you with surface-level symptoms. 

👉 “Leads are slow.”
👉 “Margins are thin.”
👉 “Team’s not executing.”

But what’s really behind it? 

That’s what they’re counting on you to uncover.

Here's what I have for you in this issue:

🛠️ Sales Series Part 4 of 7— Diagnose: How to reframe the real problem and position yourself as the trusted advisor and indispensable guide 

🛠️ The "Diagnose" Phase Call-Prep Checklist:  To help you ask better questions that eliminate objections before they raise their ugly head

🧠 Why the Diagnose Phase Matters 

When you reframe the problem, everything changes.

✅ It builds trust
✅ It shifts their mindset
✅ It positions you as a thinking partner, not just another vendor 

This is where your value becomes visible—not because you talk more, but because you’ve listened well enough to name what matters.

🎯 Your 3-Part Goal in the Diagnose Phase

1. Summarize – Reflect what you’ve heard

2. Name the Pattern – Link issues to a deeper cause

3. Reframe the Gap – Show what’s really at stake if things don’t change

💭 “So what I’m hearing is that it’s not really a lead gen problem—it’s a conversion problem rooted in inconsistent follow-up. Does that sound right?”

That one insight reframes the whole conversation.

💡 The Reframe Script

“Can I offer a perspective based on what you’ve shared?
It sounds like [surface issue] might actually be a symptom of [deeper issue].
Have you considered that might be the real bottleneck?”

This isn't pressure. It's perspective.

And it creates those lightbulb moments that change everything.

🔁 Pattern Examples

“You don’t have a pricing problem—you have a positioning problem.”

“You’re not burnt out because of your team. You’re burnt out because you’re still the decision bottleneck.”

“It’s not more traffic you need—it’s a better conversion path once people arrive.”

These insights elevate you from trusted to irreplaceable.

🧠 Pro Tips 

1. The goal isn’t to be right—it’s to be helpful.

Invite the prospect in:

💭 “Tell me if I’m off here, but I’m wondering if the real issue is…”

Now you’re collaborating. Not convincing.

2. Show them the financial and emotional value of the transformation. Use this tool to make it easy.

📌 This Week’s Action

Before your next call: 

✅ Practice summarizing what you’ve heard
✅ Ask “what’s underneath this?” at least once
✅ Offer one respectful reframe to test your insight
✅ Estimate the value of the transformation you can help them achieve

Then stop. Let it land.

The beauty of the music is actually the space between the notes. The right pause can sell better than the perfect pitch.

📢 This Week’s Tools 

📹 Scribe – Turn complex workflows into polished step-by-step SOP videos
🧠 AIPRM Extension – Upgrade your AI prompts with expert rewrites, templates, and use-cases

🔚 The Big Takeaway

 You don’t earn trust by diagnosing fast.

You earn it by diagnosing well.

By listening for what they aren’t saying.

And saying what they haven’t realized.

That’s what separates order-takers from trusted advisors.

🔜 Next Week: Prescribe 📜

Now that they see the real problem, they’re ready for a roadmap.

In Part 5, I’ll show you how to lay out the what—without giving away the how—and invite them to take the next step.

Want to dive deeper? Check out these related articles:

🔎 The 4-Part Formula for Consistent Lead Generation
🔎 The 9 Flows in Highly Successful Coaching Businesses

You might also find these interesting:

👉 How to Command Premium Fees 101
👉 Use the Operational Definitions Strategy to Get Quick Wins for Your Clients

P.S.: When you're ready, here are more ways I can help you...