Sales Discovery Questions: Aim at Nothing & You Will Hit It Every Time

We've all been there - sitting in a coffee shop or at our cubicle, frantically preparing for that first prospect meeting. We're jotting down sales discovery questions, hoping to uncover those crucial needs.

But here's the thing: if we're only focused on our list of questions, we're setting ourselves up to miss the mark, every single time.

Why? Because we haven't defined our target. It's like trying to reach a destination without a map. That's why the most critical - and often overlooked - step is clearly defining the meeting outcome. We need to determine the information we need, not just the questions we want to ask.

The Pitfall of Being "Question Focused"

Most of us sales reps fall into the trap of being "question-focused" rather than "information-focused." Think about the sales support materials you have at your desk (or buried in that binder you haven't touched in months). We’d bet you've got a list of questions neatly organized into categories. But let's be real - are you really going to ask all those questions? Can you even reference them while leading the meeting? Does the sales discovery process ever flow chronologically from one item to the next? Of course not!

Questions are essential tools, but they can distract us from our real target - information. Here's a simple analogy: When you're planning a beach vacation and need to rent a house, do you start with a list of questions? No! You develop criteria - proximity to the beach, number of bedrooms, price, and so on. Why? Because when you know what you want to discover, the questions naturally follow. They're just a byproduct of the information desired.

The Unique Challenge of Sales Discovery

Unlike a doctor's appointment, our prospects aren't always willing participants in the discovery process. We can't just bombard them with closed-ended sales discovery questions like "Are you the decision maker?" or "Do you like my solution better than the competitor's?" 

Trust is low, and prospects have numerous reasons for not telling the whole story. That's why we need to develop some finesse.

But here's the catch: if we focus too much on the art of asking questions and miss that crucial first step - defining our discovery objective - we'll miss the mark entirely.

Beyond Questions: Gathering Valuable Insights

Defining our discovery objective doesn't just improve the questions we ask; it helps us gather information that isn't always captured by direct questions. This information often comes from:

• Observing ancillary comments
• Clues offered by word choice
• Questions they ask us
• Tone of voice
• Body language

When we have a clear discovery objective, we're much more likely to pick up on these subtle cues. For example, a great recruiter doesn't just ask if you're a good listener - they observe you listening and decide for themselves. Similarly, a skilled salesperson doesn't just ask who the decision maker is. They observe how people interact in the room or listen for phrases like "We will talk about it..." (Who's "we"?). 

The objective is to uncover the person with the most influence related to our solution. Questions are just one tool in our arsenal to uncover that information.

A Better Approach to Sales Discovery Questions

If you recognize this as a gap in your sales discovery process, here's our recommendation for better sales discovery questions:

1. Create a reference tool with two sections:
   • Left side: "Discovery Objective" (information desired to uncover)
   • Right side: "Questions"
2. In the "Discovery Objective" column, create a list of one or two-word labels representing the information you need to uncover (e.g., decision drivers, current system).
3. In the "Questions" column, list items that will give you the best opportunity to uncover the desired information with the FEWEST number of questions.
4. Before your next discovery call, pick a few questions to initiate the conversation, but during the meeting, keep your eye on the left column.

We believe you'll find that this approach dramatically improves the amount of information uncovered, along with improving your conversion rate.

Making the Most of Your Discovery Calls

Remember, the goal of a great discovery call isn't to run through a checklist of questions. It's to gain valuable insights into your prospect's needs, challenges, and decision-making process. By focusing on the information you need rather than a rigid set of questions, you'll be better equipped to:

1. Understand the prospect's buying process
2. Identify key stakeholders in the purchasing process
3. Uncover pain points and challenges
4. Align your solution with their needs
5. Build rapport and trust

Discovery calls are important because they set the foundation for the entire sales process. A great discovery call can make the difference between a successful sale and a missed opportunity. It's not just about gathering information; it's about establishing a connection and demonstrating value from the very beginning.

The ASLAN Approach: Other-Centered® Sales Discovery

At ASLAN, we believe in an Other-Centered® approach to sales. This means putting the prospect's needs first and truly listening to understand their situation. Our sales discovery process is designed to:

1. Create a comfortable, conversational atmosphere
2. Ask open-ended questions that encourage detailed responses
3. Listen actively and empathetically
4. Adapt our approach based on the prospect's responses
5. Provide value in every interaction

By focusing on the prospect's needs rather than our own agenda, we build trust and lay the foundation for a successful long-term relationship. This approach is particularly effective during discovery calls, where the goal is to uncover valuable insights that will guide the rest of the sales process.

Continuous Improvement in Your Sales Discovery Process

Mastering the art of sales discovery is an ongoing process. Here are some tips to help your sales team continuously improve:

1. Regularly review and refine your discovery objectives
2. Practice active listening skills
3. Role-play discovery calls with team members
4. Analyze successful discovery calls to identify best practices
5. Seek feedback from prospects and customers
6. Stay updated on industry trends and challenges

Remember, the goal isn't to perfect a script or memorize a set of questions. It's to develop the skills and mindset needed to truly understand your prospects and provide value.

The Importance of Discovery Calls in the Sales Process

Discovery calls are a critical component of the sales process. They serve as the foundation for building a strong relationship with your prospect and gathering the information needed to tailor your sales pitch effectively. Here's why discovery calls are so important:

1. Understanding Pain Points: A great discovery call allows you to uncover your prospect's pain points and challenges. This information is crucial for positioning your solution as the answer to their problems.
2. Qualifying Prospects: Discovery calls help you determine if a prospect is a good fit for your product or service. This saves time for both you and the prospect in the long run.
3. Building Rapport: These calls provide an opportunity to establish a personal connection with your prospect, which can be invaluable throughout the sales process.
4. Tailoring Your Approach: The insights gained during a discovery call allow you to customize your sales pitch and subsequent interactions to address the prospect's specific needs and concerns.
5. Setting Expectations: Discovery calls are an excellent opportunity to set expectations for the rest of the sales process, ensuring both you and the prospect are on the same page.

Preparing for Your Next Sales Discovery Call

As you prepare for your next sales discovery call, keep these tips in mind:

1. Research: Do your homework on the prospect and their company before the call. This will help you ask more informed questions and demonstrate your interest in their business.
2. Set Clear Objectives: Define what information you need to gather during the call. This will help you stay focused and ensure you don't miss any crucial details.
3. Prepare Open-Ended Questions: Craft a list of open-ended discovery questions that encourage detailed responses. Remember, the goal is to get the prospect talking about their needs and challenges.
4. Listen More, Talk Less: A great discovery call should have the prospect doing most of the talking. Your job is to listen actively and ask probing follow-up questions.
5. Be Flexible: While it's important to have a plan, be prepared to adapt based on the flow of the conversation. Some of the most valuable insights can come from unexpected directions.
6. Follow Up: After the call, send a summary of what you discussed and any next steps. This shows you were listening and helps keep the sales process moving forward.

Aim for Information, Not Just Questions

In the world of sales, discovery is about so much more than running through a list of questions. It's about uncovering valuable insights that allow us to truly understand our prospects' needs and challenges. By shifting our focus from questions to information, we can conduct more effective discovery calls, build stronger relationships, and ultimately, close more deals.

We'd love to help you refine your sales discovery process. Tune in to our podcast, Sales with ASLAN®, for our episode on how to get a prospect off email and into a conversation. Or check out our ebook, "7 Barriers to Sales Prospecting," which uncovers the immediate challenges of selling over the phone.

Remember, in sales discovery, when you aim at nothing, you'll hit it every time. So, set your sights on the information you need, and watch your success rate soar!

Contact us today to learn more.