D.I.C.E. Sales Scripts for Cold Calls & Pricing Calculator

1. Expectations Check

This is the first and most crucial step in setting the tone for the entire interaction. By establishing expectations, you immediately take control of the conversation and position yourself as the leader. The aim is to clarify the structure of the meeting: how long it will take, the topics you will cover, and what the possible outcomes might be. This step reduces uncertainty for the prospect, helping them feel comfortable and aligned with the agenda. It’s an essential way to build trust early in the conversation.

• Key Points:
  • Clearly define the time and agenda for the meeting.
  • Outline possible next steps at the start.
  • Set a professional tone by leading the conversation with confidence.

This step is about making sure both you and the other person know what’s going to happen during the conversation. You explain how long you’ll talk and what you’ll talk about, so everyone is on the same page.

Example Questions:

• “Is it okay if we spend about 30 minutes talking today?”
• “Here’s what I’d like to cover today.
• Does that sound good to you?”

2. Discovery

The D.I.C.E. Panels (Discovery, Interest, Commitment, Execution) are used to ensure you’re collecting all the necessary information to fully grasp their situation.

Discovery:

The goal here is to understand the client’s current challenges and what they are trying to achieve. You want to explore their “prison” (what’s holding them back) and their “paradise” (what they aspire to).

• “What’s the biggest challenge you’re facing right now in your business?”
• “Can you tell me about a recent problem you’ve been trying to solve?”
• “How does this issue affect your day-to-day operations?”
• “If things were perfect, what would your business look like in six months?”
• “What would be the biggest impact on your business if this problem were solved?”

In this step, you ask questions to understand what problem the person has and what they want to change in their life or business. You’re figuring out what’s bothering them (their “problem”) and what they wish things looked like instead (their “goal”).

Validation Questions:

• “What’s the biggest problem you’re dealing with right now?”
• “If things were perfect, what would that look like for you?”

3. Interest:

Now, you want to gauge how serious they are about fixing these problems. You’re trying to understand how invested they are in finding a solution and how urgent it is for them.

Questions:

• “How long have you been dealing with this challenge?”
• “Why is this problem important for you to fix right now?”
• “What have you tried before to solve this issue?”
• “How much of a priority is finding a solution for you?”
• “What’s driving your interest in solving this problem now?”

Now that you know their problem and goal, you ask questions to see if they can actually buy your solution. You check if they have the time, money, or people to help them decide.

Validation Questions:

• “Who else helps you make decisions like this?”
• “What’s your timeline for fixing this problem?”
• “Do you have a budget set aside for this?”

4. Commitment

This stage is about assessing their readiness to act. You want to determine whether they are truly committed to making changes and what resources they have to do so (time, money, decision-making power).

Questions:

• “Who else is involved in the decision-making process for this?”
• “What kind of budget do you have allocated to solving this problem?”
• “Are there any concerns or obstacles that might prevent you from moving forward?”
• “How soon would you like to see results from a solution?”
• “Is solving this problem something you’re ready to commit resources to?”

5. Execution

Finally, you need to figure out how the solution can be implemented. You want to understand what steps they are willing to take and how soon they are prepared to start executing on a solution.

Questions:

• “What does your timeline look like for implementing a solution?”
• “What steps do you need to take internally before moving forward?”
• “How will you measure success once this problem is solved?”
• “What resources do you already have in place to execute a solution?”
• “When would you like to start seeing changes or improvements?”

Here, you tell them what your solution is and how it will help them. You connect what you’re offering to the problem they said they have and the goal they want to reach.

Example Questions:

• “Here’s how I can help you with your problem.
• Does this sound like what you were looking for?”
• “Do you think this solution will get you closer to your goal?”

6. What Now? Check

Instead of pushing the person to say yes, you step back and let them decide for themselves. You’ve already helped them see how your solution can help, so now it’s up to them to take the next step.

Example Questions:

• “What do you think about moving forward with this?”
• “Does this solution feel like a good fit for you?”

1. Discovery: Understanding the Scope

In this phase, you gather information about the client’s challenges, goals, and the complexity of the project. The scope of the project can vary widely depending on factors like:

• Size of the company (larger companies often have more complex needs)
• Nature of the problem (a more difficult or specialized problem may require more work)
• Services required (Is this a single campaign or a long-term strategy?)

Breakdown of Charges:

• Initial consultation/assessment: Many agencies charge for an initial discovery call or audit, ranging from $500 to $2,000 depending on the agency’s reputation and the complexity of the client’s needs.
• Research & analysis: A detailed analysis to assess the problem could cost between $2,000 and $5,000 based on the work needed to collect and review data.

2. Interest: Determining the Client’s Urgency

Here, you gauge how pressing the problem is for the client and how quickly they want a solution. The more urgent their need, the more they might be willing to pay for a faster solution.

Breakdown of Charges:

• Rush fees: If the client needs the solution quickly, you may charge a premium for expedited services. Digital agencies typically charge an extra 20-50% on top of the standard rate for rush services.
• Priority access: If the client wants dedicated attention, you might offer priority service or 24/7 availability, which could cost an additional $1,000 to $3,000 per month.

3. Commitment: Identifying Resources and Budget

This panel helps you understand how much the client can spend and what resources they can commit. Your pricing should match their budget while ensuring the value of your work.

Breakdown of Charges:

• Monthly Retainer: If the client wants ongoing services, digital agencies often charge a monthly retainer, typically ranging from $3,000 to $10,000 depending on the size of the project, the industry, and the services provided (SEO, content marketing, social media, etc.).
• Per project pricing: For one-time projects, agencies charge based on the project scope. A typical digital marketing project might cost anywhere from $5,000 to $30,000, depending on deliverables like website development, ad campaigns, or branding services.

4. Execution: Implementing the Solution

This is where you outline how the solution will be implemented. Costs can vary based on how hands-on the execution needs to be and the resources required to deliver results.

Breakdown of Charges:

• Execution fee: The actual implementation, such as campaign management, email marketing, or ad placements, could cost $2,000 to $15,000 per month depending on the complexity and platforms involved (Google Ads, Facebook Ads, etc.).
• Content creation: High-quality content (blog posts, videos, graphics) may be charged separately. Digital agencies often charge $500 to $2,500 per piece of content, depending on the type and length (e.g., articles, videos).
• SEO and ongoing optimizations: For long-term campaigns, agencies may charge ongoing fees for SEO and optimization services, typically around $1,000 to $5,000 per month depending on the complexity of the campaign.

Putting It All Together

Once you’ve gone through the D.I.C.E. process, you’ll have a clearer understanding of how much work will be involved and what the client is willing to invest. Here’s how you might calculate the final price:

• Discovery Phase (Audit + Research): $5,000
• Strategy Development: $4,000
• Rush Fee (if applicable): 25% of the total fee ($2,250)
• Execution and Implementation (3 months): $9,000 ($3,000/month)
• Total Estimate: $20,250 (subject to the client’s budget and additional customization)

By using the D.I.C.E. Panels, you ensure your pricing is aligned with the client’s needs, the urgency of their problem, and the value you’re providing, while also staying competitive with similar digital agencies.