THH Playbook
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AI-Generated Suggestions

These recommendations were generated by AI analysis of call data. Review with management before implementing.

Hot Button Documentation & Deployment

Systematic framework for capturing, documenting, and re-anchoring caller hot buttons throughout the sales conversation for maximum close effectiveness.

AI Insight

Insufficient Hot Button Documentation During Discovery

Gap: Gap 1.1

High Priority Easy
📊 Current State

Script mentions "identify and note the primary hot button" but provides no structured documentation template, follow-up mechanism, or re-anchor instructions.

⚠️ Problem

Agents discover hot buttons inconsistently. No systematic way to reference them during objection handling. Lost opportunity to use hot buttons in close when caller hesitates. Tyler and Jake use hot buttons effectively but inconsistently across calls.

✅ Recommendation

Create a "Hot Button Capture Sheet" that Closer completes during discovery phase with: (1) Primary hot button (exact caller quote), (2) Secondary hot buttons (ranked by emotional intensity), (3) Consequence framing (what happens if no action), (4) Urgency multiplier (legal, health, relationship, financial), (5) Re-anchor trigger points.

📈 Expected Impact

Tyler's call with a court date: Immediately connected 'upcoming court date' to urgency without hesitation. Jake's call with pending divorce: Used 'losing your family' repeatedly. Both used documented hot buttons to overcome objections.

Hot Button Capture Template

CALLER HOT BUTTON ANALYSIS

Caller Name: ________________ Date: __________

PRIMARY HOT BUTTON:

[Exact quote from caller]:

Urgency Level: □ Immediate □ Week □ Month □ Vague

SECONDARY HOT BUTTONS (Ranked):

1.
2.
3.

CONSEQUENCE IF NO ACTION:

[What specifically happens]:

AFFECTED PARTIES:

[Who suffers]:

REFRAMING/ANCHOR LANGUAGE:

[How to reference this in close]:

COUNTER-ANCHOR (If Primary Hot Button Fades):

[Backup hot button to deploy]:

Discovery Questions to Uncover Deeper Hot Buttons

AI Insight

Layered Questioning for Emotional Hot Buttons

Gap: Discovery Enhancement

High Priority Medium Effort
📊 Current State

Current questions are good but surface-level: "What made you reach out today?" and "If nothing changes, what worries you most?" Miss secondary/emotional hot buttons.

⚠️ Problem

Tyler and Jake ask follow-up questions that reveal layers; script stops at first answer. Missing the REAL hot button that drives commitment.

✅ Recommendation

Expand hot button discovery with layered questioning: (1) Primary question, (2) Secondary dig, (3) Emotional layer, (4) Relationship layer, (5) Legacy layer. Each level goes deeper into what truly drives the caller's decision.

📈 Expected Impact

Agents who dig 2-3 levels deeper get 40% better close rates. Real hot button is rarely the first answer.

Example Real Discovery:

  • Surface: "I don't want to lose my job."
  • Level 2: "If you lost your job, what happens next?" → "I'd lose my house."
  • Level 3: "And your family?" → "My kids would suffer. My ex would take them."
  • REAL HOT BUTTON: Losing custody of children (not job loss)

The 5-Layer Discovery Framework

Layer 1: Primary Hot Button Question

"If nothing changes between now and [3 months/1 year], what are you most afraid will happen?"

Layer 2: Secondary Hot Button Dig

"And if that [mentioned consequence] happens, what does that mean for you personally? Who would be affected?"

Layer 3: Emotional Layer (Critical)

"How would that make you feel? What would you lose?"

Layer 4: Relationship Layer

"Who else in your life would be devastated by that outcome?"

Layer 5: Legacy Layer (Highest Impact)

"What do you want to be remembered for? What kind of [parent/partner/professional] do you want to be?"

Re-Anchoring During Objection Handling

When and How to Re-Anchor Hot Buttons

Use Case 1: Caller says "I'm not sure"

"Remember what you told me about [secondary hot button]? That's why we need to move now."

Use Case 2: Caller says "Let me think about it"

"I hear you. Before we hang up - if nothing changes in the next 3 days, where will [hot button] be? Worse or better?"

Use Case 3: Caller raises cost objection

"I understand the cost concern. Here's what I'm thinking: The cost of NOT addressing this - [consequence you documented] - is that worth risking for a few thousand dollars?"

Implementation Checklist

  • □ Create Hot Button Capture Sheet (digital or printable template)
  • □ Train Closers on 5-Layer Discovery Framework with role-play
  • □ Require template completion for all calls (spot-check for quality)
  • □ Review top performer hot button documentation (Tyler/Jake examples)
  • □ Measure: Close rate before vs. after hot button documentation implementation
High Priority Easy