Executive Verification Call Scorecard
Arthur Greenstein
General Notes
Leon always does a nice job establishing rapport.
He demonstrates strong industry awareness and understanding.
Leon is a good listener, but not yet a trained listener. He has not learned the art of identifying the prospect's pain points, playing them back, and using those pain points as a direct rationale for the close.
Truth: he made a reasonable attempt at this in the last 15–20 seconds of the call, but it was not meaningful because it was not tied to a close.
Call Review
Introduction – Weak and Confusing Start
2:30: Leon completed his introduction; prospect was still confused and did not understand the offering.
2:23: Awkward silence followed by Leon asking, "Does that make sense?" — a closed-ended question that he had not earned the right to ask.
2:47: Prospect emphatically stated, "I still don't understand what you guys do."
2:55: Prospect reinforced confusion.
3:38: Leon shared screen and recovered with a reasonable intro.
Coaching Tip:
- • Intro must be under 60 seconds, crystal clear, and framed with exclusivity.
- • Incorporate three qualifiers ($10M, $2M, $15M) immediately.
- • Use visuals early.
- • Replace "Does that make sense?" with open-ended prompts like: "What's your reaction to what I just shared?"
Mid-Call Highlights
4:49: Leon finally used the three qualifiers. Entirely too late, but valuable.
5:26: Prospect compared CG to "Tiger 21 for real estate." This is excellent language Leon should adopt in his intro.
7:39: Leon asked if prospect was part of Tiger 21. Good probing question.
7:44: Prospect admitted he had never been part of a group. Missed chance to highlight benefits members have received.
7:56: Prospect said he had outgrown one-on-one coaching. Missed chance to tie peer forum benefits directly.
8:06: High point of the call — Leon asked, "What are your biggest challenges?" The prospect opened up and shared pain points for several minutes.
12:03: Prospect stated plans to expand his brand.
13:07: Leon used surgeons' peer groups as an example — less relevant than internal case studies.
Closing Sequence – Missed Opportunity
14:58: Attempted a trial close, but had not fully proven value.
16:07: Strong phrase: "You're vetting us as we vet you." Needs more of this exclusivity framing.
17:26: Leon sounded apologetic around time commitment. Should use assumptive tone: "CG CEO is designed for the busiest, most successful real estate operators. Just 3 in-person meetings, plus full portal access."
19:27: Prospect said "Yes" when asked if it was worth checking out. Leon offered September dates but didn't close.
20:18–21:03: Banter about dates. Prospect ultimately committed to December 9–10, then later gave a hard yes for March. Leon should have closed on the spot with a deposit request. Instead, he hid behind email.
Correct Move:
"Great — you are confirmed for March. Would you like to put your deposit fee on Amex, Visa, or another card?"
Performance Scorecard
| Category | Weight | Score (1-5) | Weighted Result |
|---|---|---|---|
| Rapport & Credibility | 20% | 4 | 0.80 |
| Framing & Structure | 15% | 1 | 0.15 |
| Objection Handling | 15% | 2 | 0.30 |
| Closing Sequence Discipline | 25% | 2 | 0.50 |
| Tone & Confidence | 15% | 2 | 0.30 |
| Urgency & Persuasion | 10% | 1 | 0.10 |
| Total | 100% | — | 2.15 / 5.0 |
Key Takeaways for Leon
- •Sharpen the Intro – 60 seconds max, with qualifiers + visuals. Borrow "Tiger 21 for real estate" language.
- •Replace Closed-Ended Questions – Use open-ended prompts to drive dialog.
- •Leverage Prospect Language – Mirror their words back to them (e.g., Tiger 21 reference, "outgrown coaching").
- •Tie Pain Points to Value – Play back what they said and connect it directly to CG's benefits.
- •Control the Close with Confidence – Once the prospect says Yes, move directly to deposit.
- •Avoid Politeness at the Expense of Persuasion – Respectful but authoritative tone is critical.
- •Strict Discipline in Closing – No tangents, no banter, no hiding behind email.
Intro-to-Close Script Flow (Recommended)
1. Rapport (30–60 seconds)
"Arthur, I'm glad we connected today. I know you're extremely busy, so I'll be clear and direct about why this conversation is important."
2. Introduction & Framing (60 seconds max)
"This is a private forum for elite real estate operators — people who own portfolios of $10M+, manage $2M+ in revenue, or are executing deals of $15M+. Think of it as Tiger 21 for real estate. Let me share a quick visual so you can see some of the leaders already in the room."
3. Positioning & Open Question
"I'll pause here for a moment — what's your reaction to what I've shared?"
4. Discovery & Pain Point Tie-In
"What are your biggest challenges as you scale?"
"Where do you feel one-on-one coaching no longer serves you?"
"What opportunities would open up if you had a peer forum working on the same problems?"
Playback Example:
"You've outgrown one-on-one coaching and want to expand your brand. That's exactly where CG members find value — peer-to-peer collaboration at scale."
5. Trial Close with Exclusivity
"As much as you're evaluating us, we're also evaluating you. We protect the caliber of this forum carefully, and from what I've heard, you sound like a strong fit."
6. Assumptive Close (Attendance, Deposit, Fees)
"Membership is straightforward:
Attend at least 3 of 4 annual gatherings.
Place a refundable seat deposit to secure your place.
The annual investment is $X, covering participation, introductions, and portal access."
(Pause — let silence do the work.)
7. Handle Objections with Authority
Time:
"That's why our format works — only 3 meetings a year. Even our busiest, most global members find it seamless."
Deferral:
"Arthur, I work with people like you every day. The tyranny of the urgent always takes over, and they end up missing out on the premier peer forum in real estate. Let's get you registered today. I'll send you two upcoming events, and you choose which one works best."
8. Final Close – Payment Assumptive
"Great — you are confirmed for March. Would you like to put your deposit fee on Amex, Visa, or another card?"