Customer Case Study
Docs + Word3 pages
Free
- Type
- Document
- Price
- Free
- Pages
- 9 · US Letter
- Style
- Minimal
- Difficulty
- Beginner
- Updated
- November 1, 2026
Every page (9)
Overview
A good first call uncovers pain, impact, the decision process and timing, then leaves with a dated next step. This template gives account executives prompts rather than a script: a timed call structure, an opening, situation and pain questions, an impact scorecard, a next-step checklist and a glossary for clean CRM notes.
The sample is written for a fictional vendor, Thistledown Solutions, with a 35-minute call, a 33/67 rep-to-buyer talk split, deal sizes of $20,000 to $150,000 and a MEDDICC-style scorecard. Replace the opening, keep the questions that expose your best-fit pain and set your own qualification rules.
Useful for
- Running a first call live with prompts, timings and a place to capture qualification notes
- Training new account executives and SDRs on questions by stage, not a rigid script
- Reviewing opportunities with a manager against the same qualification scorecard
What's included
- Call structure table with stages, minutes, talk share and what to capture
- Opening page with a title block, headline figures and a sample opening
- Situation questions as a two-column article with a pull quote
- Pain questions page with a trend chart, a share chart and follow-up prompts
- Impact scorecard, next-step checklist and a glossary of qualification terms
- Quotes from reps and a guide page for replacing the sample content
How to use it
- 1
Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.
- 2
Replace the opening with a two-sentence reason for the call that matches your product.
- 3
Keep the eight questions that expose your best-fit pain, delete the rest, and choose your qualification framework.
- 4
Add your CRM field names beside each note, and rewrite the next-step page with your standard follow-up meeting.
- 5
Delete the Make it yours guide page, then share the document or present it.
What you need
Requirements
- A Google account with access to Google Drive
Works with
- Google Docs
- Microsoft Word (download the .docx)
Questions
Are the company and figures real?
No. Thistledown Solutions, the people, deal sizes, rates and call data are fictional sample content. Replace them with your own team's numbers.
Is this a script to read out?
No. It is a set of prompts. Reciting the framework as a checklist feels like an interrogation, so use the questions to keep the buyer talking.
Which qualification framework does it use?
The sample uses MEDDICC, scored 0 to 2 per criterion. You can swap in BANT or your own criteria and set the evidence needed for each.
- #discovery-call
- #sales-discovery
- #discovery-questions
- #meddicc
- #sdr
- #qualification
- #sales-call-guide
- #google-docs
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