Cadence CRM · Vertical SaaS · seed stage
A founder-led sales team fixed its discovery calls and doubled close rate
2.1×
demo-to-close rate
-31%
“too expensive” objections
3
advisors deep-dived
The challenge
Every deal that stalled ended the same way — price. The founder assumed the product was too expensive and was about to discount across the board.
Putting it to the board
The board diagnosed it as a discovery problem, not a pricing one. Miner mapped where in the call prospects were actually dropping and supplied the exact problem-awareness questions to ask before the demo; Welsh pushed them to let the prospect state the cost of inaction in their own words. The Chairman ruled against discounting and prescribed a new call structure. The founder used per-advisor deep dives to script the first three questions.
The outcome
After reworking the top of the call, price stopped being the sticking point — prospects were talking themselves into the value before the number ever came up. Close rate from demo more than doubled over the next two months.
“I was one meeting away from cutting our price 20%. The board showed me the problem was on minute three of the call, not the pricing page.”
Founder & CEO, Cadence CRM