I run a lead generation service and get my prospects through cold calling. On the cold call I pitch the offer, they usually ask about price, I tell them, and then they agree to a sales call. My problem is that discovery feels awkward because of how the relationship started. Since I’m the one who reached out, I find it a bit off to ask things like “What made you want to jump on a call today?” because the answer they might be having is “you invited me.” They also never came in with a problem. They’re reacting to my offer, so it’s hard to get them to recognize and talk about their own situation without it feeling like I’m forcing a pain onto them to justify what I’m selling. How do you handle discovery and reset the frame on calls you booked through cold outreach, so the prospect ends up describing the problem in their own words?