What your won deals have in common, worked backwards from the calls.
12 calls · 2 emails · 5 won · 3 stalled · 3 lost · 1 no-showSam 6Jordan 6
Observed win industries are Quantitative investment research boutique, Non-bank commercial lender, Financial planning and wealth advice firm, Commercial real estate agency, Fine art and collectables auction house, Real estate debt and equity fund manager, Stockbroking and financial advisory firm, Real estate debt fund manager, Commercial and industrial real estate agency and State transport infrastructure project. Winning accounts had 25-80 staff among the 5 won deals with a known headcount. Winning conversations involved Managing Partner, Head of Credit Operations, Practice Manager, Director and General Manager. Observed buying triggers included Research note production doubling ahead of a new fund launch, Loan document turnaround blowing out before broker season, Statement of advice drafting backlog after acquiring a smaller practice, Lease abstraction and tenant reporting taking a week every month and Consignment intake and cataloguing bottleneck before the spring sales.
Quantitative investment research boutique · Non-bank commercial lender · Financial planning and wealth advice firm · Commercial real estate agency · Fine art and collectables auction house · Real estate debt and equity fund manager · Stockbroking and financial advisory firm · Real estate debt fund manager · Commercial and industrial real estate agency · State transport infrastructure project
Won deals support these values: Quantitative investment research boutique, Non-bank commercial lender, Financial planning and wealth advice firm, Commercial real estate agency, Fine art and collectables auction house, Real estate debt and equity fund manager, Stockbroking and financial advisory firm, Real estate debt fund manager, Commercial and industrial real estate agency and State transport infrastructure project.
25-80 staff
Won deals support these values: 25-80.
Managing Partner · Head of Credit Operations · Practice Manager · Director · General Manager
Won deals support these values: Managing Partner, Head of Credit Operations, Practice Manager, Director and General Manager.
Research note production doubling ahead of a new fund launch · Loan document turnaround blowing out before broker season · Statement of advice drafting backlog after acquiring a smaller practice · Lease abstraction and tenant reporting taking a week every month · Consignment intake and cataloguing bottleneck before the spring sales
Won deals support these values: Research note production doubling ahead of a new fund launch, Loan document turnaround blowing out before broker season, Statement of advice drafting backlog after acquiring a smaller practice, Lease abstraction and tenant reporting taking a week every month and Consignment intake and cataloguing bottleneck before the spring sales.
Confidence 95%
Edit brief in Leads →Revenue DNA is current: every eligible CRM outcome is reflected in this ICP.
Secured a dated next step
“Can we hold Thursday 10 September at 10am to walk through it with your head of risk?”
Felix Morgan · Kestrel Lending · turn 27Rep talk ratio in the healthy band
Scored with rubric v1 · playbook by deepseek/deepseek-v3.2 · generated 13 Sept · profile v2 · cohort d0a33f6 · derived 13 Sept
Discovery before the first pricing mention
“What does the turnaround look like now, and where does it need to be?”
Felix Morgan · Kestrel Lending · turn 34 or more discovery questions
“What does the turnaround look like now, and where does it need to be?”
Felix Morgan · Kestrel Lending · turn 3Objection handled on the call
“My concern is that we'd be buying a tool we then depend on you to run for the next five years, and that is exactly how we ended up replacing our last platform.”
Sam Whitfield · Kestrel Lending · turn 16Asking in-depth discovery questions about the current process, volume, and pain points before presenting a solution or price.
This builds a deep understanding of the prospect's specific needs, quantifies the problem, and establishes a baseline for value, making the subsequent proposal relevant and credible.
“What does the turnaround look like now, and where does it need to be?”
Kestrel Lending“Tell me what that week actually looks like, hour by hour if you can?”
Ridgeline Commercial“How many statements of advice are you producing in a month now, and how many were you doing before?”
Fairfield Wealth PartnersEffectively handling objections by directly addressing the concern with a specific feature of the offering, often framed as a design principle.
It reassures the prospect, demonstrates expertise, and turns potential deal-breakers into proof points of a robust, thoughtfully designed solution.
“You wouldn't. We build it, deploy it into your systems and transfer the IP to you, so it is your asset and your team can change it. Managed optimisation afterwards is separate and you can stop it whenever you like.”
Kestrel Lending“Agreed, and that is the design principle rather than a feature we added later. Every extracted term carries a confidence and a pointer to the clause it came from. Anything below threshold goes to a review queue instead of into the system. Your analysts become checkers on the hard ten per cent rather than typists on all of it.”
Ridgeline Commercial“That is the right gate, and it is built in rather than bolted on. Every generated paragraph carries a reference to the meeting note, the fact find field or the research document it came from, and she gets that source log next to the draft. Nothing is asserted without a source behind it.”
Fairfield Wealth PartnersSecuring a concrete, calendarised next step that involves key decision-makers, with specific date, time, and purpose.
It creates clear momentum, aligns stakeholders, and moves the sale forward with a defined action that the prospect has agreed to, reducing the risk of the deal stalling.
“Can we hold Thursday 10 September at 10am to walk through it with your head of risk?”
Kestrel Lending“Friday 11 September at 9am works. She is in the office on Fridays anyway.”
Ridgeline Commercial“Thursday 10 September at 2pm works. I will get all four of us in the room, which is harder than it sounds.”
Fairfield Wealth PartnersProposing the discovery phase as a low-risk, paid first step that works on the prospect's real files and delivers tangible, scoped results.
It reduces perceived risk for the prospect by separating the initial investment and proof of value from the larger build commitment, and demonstrates a commitment to a results-based approach.
“That is what the discovery phase is for. We work on your files, in your environment, and you end up with a measured baseline and a scope whether or not you go ahead.”
Kestrel Lending“That is reasonable, and it is why the discovery phase is priced and scoped separately. It is small enough to sit inside your operations line, and at the end you have a measured baseline and output on your own documents to put in front of them.”
Kite & Co“That is exactly why we transfer the intellectual property. At handover the agents, the prompts and the pipeline are yours, running inside your own systems, and you can keep them without us. Optimisation is a choice you make later, not a condition of the build. I will send the discovery phase scope and a fixed-price build proposal by Thursday.”
Bellbird Auctions