Now that you’ve uncovered the pain, let’s run a quick summary
Strong summaries help you shift the conversation without overstaying your welcome: something you’ll do 3–4 times during a typical discovery call. Call back to specific points made by each person in the room. This not only shows you're listening, it ensures everyone feels heard. Once you’ve accurately captured the pain, confirm it. A well-delivered summary signals understanding and builds trust, paving the way for the next step: introducing value.
3 options to transition to value
Once you’ve summarized the pain, it’s time to shift gears and start building excitement. The goal now is to show your prospect how Klaviyo and your agency can solve their problem.
You have 3 ways to make this transition:
- Deliver a B2C CRM pitch
- Share a customer story
- Run a “mini-demo”
Each one builds momentum by linking the prospect’s challenges to the value you offer. In the next video, Morgan walks through an ancient, but still powerful, storytelling framework to help you make a seamless transition to value.
What a summary statement can sound like:
Now that you’ve seen what a strong transition to value looks like, you can see how a clear summary sets the stage. Here's what your summary should include, plus a quick example to guide you.
Here is what that sounds like
“Let me summarize what I’ve heard so far….
(insert your understanding of the business)
Did I get that right?
Is it okay if I share some more detail on how I think we can help?”
Here is an example
"Let me summarize what I've heard so far…
You’re looking to grow your best customers' repeat purchases next year, but right now, it's tough to target them effectively with your current setup. It sounds like you'd love to see more repeat buyers, but you're not sure how to make that happen with the tools you have today.
Does that sound right?
Would it be helpful if I shared some ideas on how we could tackle that?"
Remember, your goal is to define next steps by the end of the call. That might mean pulling together an audit based on the data you’ve gathered, or preparing a full pitch. Transitioning to value is an exercise that is just a preview of what’s to come.
Activity: Craft your hero’s journey customer story
Use this Hero’s journey template to craft your customer story that transitions your prospect’s pain to value.