Short, direct, no suggestion of a sales conversation
Hi [Name], I am a founder building in [problem domain]. I am in research mode and trying to understand how [role] teams approach [problem area]. Would you have 20 minutes for a call? I can send the questions in advance so you know exactly what to expect.
Hi [Name], I came across your post about [specific topic] and it resonated with what I am hearing from others in [role] positions. I am a founder in research mode trying to understand how [role] teams approach [problem area], specifically what drives people to change their approach. Would you have 20 minutes to share your perspective? I can send the questions in advance.
It gets easier, faster than you expect
Cold outreach is uncomfortable for most people, including experienced sales reps. That does not go away entirely, but it does get easier.
Record everything, take notes after, not during
Record every call. Most video and call tools record and transcribe automatically. Tell the person you are recording for your own notes, most people have no objection. Avoid taking notes in real time. After each call, review the transcript, add any context that did not make it into the recording, then run it through the Addendum D prompts.
If someone declines to be recorded, do not push back. Run the conversation as normal and take a five-minute debrief immediately afterwards, write down the three most important things you heard before you do anything else. Notes taken within five minutes of a conversation are significantly more accurate than notes taken an hour later.
Do not introduce your product too soon
Once you describe what you are building, the conversation shifts, the other person starts evaluating your solution rather than describing their problem. You lose access to the unfiltered version of their situation, which is exactly what you came for. Do not mention your product until you have asked every question you came to ask. In a 30-minute call that typically means the product comes up, if at all, in the last five to ten minutes. Many of the most valuable research calls end without the product being discussed at all.
Observation, consequence, open question
Lead with an observation and invite a response. Avoid closed questions, "Do you recognize this challenge?" closes the conversation down. "How do you currently handle this?" opens it up.
"With other heads of operations I have spoken to in facilities management companies, I have noticed that job scheduling and completion tracking tends to be managed through a mix of phone calls and spreadsheets, which creates reporting gaps at the end of the month. How does your team handle this?"
"With other Heads of Procurement I have spoken to at manufacturing companies, I have noticed that supplier onboarding tends to be managed through a combination of email threads and shared spreadsheets, which creates compliance gaps when auditors ask for a full audit trail. How does your team handle this?"
Both examples follow the same structure: observation, consequence, open question. This signals you have done research, gives them something concrete to react to, and positions you as curious rather than leading.
Follow it, do not redirect
The four zones from the ICP Discovery Framework's Step One are a guide, not a script. When something unexpected comes up, follow it. Ask one more question about what they just said before moving on. After an off-script conversation, write down what surprised you and why before you do anything else, that observation is often more valuable than the rest of the transcript.
Within 24 hours of every call
Build this habit now and apply it to every professional interaction, not just research calls. The people who follow through reliably stand out because most people do not. Short, specific, sent the same day.
"[Name], thanks for taking the time today. The context you shared on how your team handles [topic] was genuinely useful. I appreciate it."
"[Name], thanks for the conversation. As discussed, I will send over [X] by [date]. If it would be useful to continue the conversation at some point, I am happy to set something up."
"[Name], as discussed I wanted to share [resource / introduction]. [One sentence on why it is relevant to what they raised on the call]. No action needed on your end, I thought it might be useful given what you mentioned about [specific topic]."