How to Improve Sales Discovery Techniques

90% of salespeople run terrible discovery calls. At best, they "check the boxes." At worst, they annoy the hell out of buyers. Use these 5 tips for discovery calls that buyers actually THANK you for: 1. "Prime" the call for success. Bad discovery calls start with bad expectations. You do one thing (ask questions). Your buyer expects another (demo). Get the first 5 minutes of the meeting right: After a few min of small talk, say "Do you mind if we talk about the agenda?" Then ask: "Here's what I have in mind for this call. Lmk if you're thinking something different. This meeting will be successful if ________________. Does that feel right?" Fill in the blank with an objective. THEN set the agenda to get there: "The way we'll accomplish that is first by talking about X, then Y. Anything to add or remove?" Do that, and you're ahead of most sellers. 2. Match your questions to the buyer's journey Meet your buyer where they stand. If they're exploring solutions, ask: "What's driving you to explore this category?" If they're not, and they're still crystallizing their challenges, ask: "Let's talk about the top challenges in [you area] that would be an issue if you didn't solve in 6-12 months." The point? Your first few questions should "meet them where they stand." Match your questions with the buyer's journey stage. 3. Firm up the 'why' When your buyer gets off the Zoom call: - they have 100s of emails - they have missed phone calls - their Slack is lit up like a Christmas tree They'll forget about you. Unless you get to the 'need behind the need.' Ask this: "What's going on your in your business that's driving [challenge they shared] to be a priority? What's the origin story of how this challenge got prioritized?" That question is as close to magic as you'll find. 4. Banter on the root cause Bad salespeople do nothing but get information. Great salespeople *create value* in the sales cycle. Here's how: Help your buyer think through the 'root cause' of their problems. - Offer new perspectives - Share what you see with customers - Ask challenging (but tactful) questions Business problems are messy. They're hard to figure out. If you help them do that, you create value. 5. Quantify the value 'Quantifying value' is misunderstood. Most sellers: Do it because it serves you, the seller Great sellers: Do it because it serves the buyer When you help your buyer quantify the value: - you help them appreciate the full magnitude - you help them know what they can ignore - you help them set priorities Try asking: "What metric will improve the most if you solve this issue?" That will start the process. - What tips would you add for better discovery calls that buyers enjoy? P.S. I've kept a list of 39 questions that sell over the last 12 years. These come from watching 3,000 Gong calls, and running over 1,000 discovery calls myself. Here's the free list of 39 questions that sell: https://go.pclub.io/list

A rep called me frustrated. "I ask all the right questions, but they clam up after 10 minutes. Discovery feels like pulling teeth." I listened to her last call. She was doing everything "right" according to most sales training. Except for one thing. She was treating discovery like an interrogation instead of a conversation. Here's what I told her: Stop trying to get everything in 30 minutes. You're not a police detective gathering evidence. Instead, go deep on what matters most → their pain. Three questions that changed her entire approach: "What's driving this to be a priority right now?" "What happens if you don't solve this in the next 6 months?" "How is this impacting you personally?" Notice something? No questions about budget. No stakeholder mapping. No buying process. Just pain. Deep, emotional, get-them-talking pain. Here's what happened on next call: Prospect spent 20 minutes explaining their challenges. Shared things she never heard before. Got emotional about the daily frustration. Old Rep would've panicked: "I didn't get the buying process info!" New Rep said: "Based on everything you've shared, this sounds complex. Let's schedule another call to walk through how companies typically solve this." Prospect immediately agreed. Why? Because she proved she understood their world. The follow up call? Prospect brought their boss. Shared budget range. Outlined their evaluation timeline. All because the first call was about them, not about her information gathering checklist. Look, I get it. Sales methodology says you need certain data points. But prospects don't care about your methodology. They care about feeling understood. When you nail the pain, everything else flows naturally. The reps's close rate went from 18% to 29% just by changing her discovery approach. Same questions. Same product. Different mindset. Sales VPs: teach your reps to be consultants, not interrogators. The reps who master this thinking close bigger deals because they uncover the real emotional drivers behind every purchase decision. Ever noticed how your best discovery calls feel more like therapy sessions than sales calls? Strange, isn’t it? 😎 — How 700+ clients closed $950 million using THIS 6 step demo script: https://lnkd.in/eVb32BUx

I hired a sales coach last month. First session, he asked to observe my discovery call. I was confident: - I had my 27 discovery questions ready - My demo was perfectly polished - My objection-handling guide was open The call started well. But 10 minutes in, the coach passed me a note: "STOP TALKING." I was confused, but I paused. The prospect filled the silence: "Actually, what I'm really struggling with is getting various stakeholders aligned. We keep having the same conversations over and over." This wasn't on my script. After the call, the coach explained: "Your discovery process is all about YOU getting information. Not about helping THEM discover their own problems." This hit me hard. I had been: - Asking questions to fill MY knowledge gaps - Taking notes to build MY sales strategy - Following MY playbook regardless of their responses The next discovery call, I tried something different: Instead of firing questions, I created a collaborative digital space where the prospect could: - Map out their own buying committee - Prioritize their challenges visually - Document their questions in real-time - Outline what success would look like to each stakeholder The call took half the time. The prospect did most of the talking. And they left with clarity they didn't have before. They signed 3 weeks later. What changed? Old discovery: Interrogation disguised as conversation New discovery: Collaborative problem-solving Your prospects don't need your questions. They need clarity. And often, they'll sell themselves if you just create the right space. Agree?

After running 600+ discovery calls over the last 3 years here’s whats obvious Most reps still treat discovery like a script not a conversation 🤷♂️ Thats why deals stall, go dark or never even get off the ground I’ll be honest Early in my career “discovery” felt like just another step in the process Go down the list, ask the questions, move on But every time I did that it backfired → Deals slipped → Buyers went silent → I’d get feedback like “just not the right time” or worse no reply at all It wasnt until I flipped the script that things changed Discovery became the make-or-break moment Not the “qualification round” Not the interrogation Its where trust is built or lost Where you either see the real problem or chase the wrong one So I got obsessed with the basics How do you make discovery feel like a conversation not an interview? Here’s what actually works → 𝗗.𝗜.𝗦.𝗖. 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 (my not so secret weapon) → D: Discover their world “Whats on your plate right now?” “Whats the big picture for your team?” → I: Identify pain, real pain “Whats slowing you down?” “If you could wave a magic wand what’s the headache you’d get rid of?” → S: Scrutinize decision & landscape “How do you usually tackle stuff like this?” “Anyone else who needs to be looped in?” → C: Clarify success + next steps “What does a win look like here?” “What would make this call worth your time?” I started setting expectations up front “This isnt a pitch. I’m just here to see if there’s an actual problem worth solving together” and closed with clear next steps always What happened? Deals stopped going dark People opened up (sometimes with things they’d never told a vendor before) And my pipeline became real. Full of opportunities that wanted to talk 146 folks tuned in to my Sell Better session with Will Aitken today and the messages after? “Thanks for the great talk!” “Learned a lot & got some great take aways” “I love how you use video for your recap!” The right discovery call doesnt feel like a step in the process. IT is the process So if you’re stuck running scripted calls try making it a conversation Try asking questions you actually care about the answers to Because that’s what opens the door Curious Whats your go to move to make discovery feel human? Drop a comment or DM me if you want the full D.I.S.C. deck or just want to jam on sales process. Always down to talk shop

Here's the list of my favorite discovery questions I shared on last week's Sell Better show. If you asked me for this list 10 years ago, none of these Qs would've been on it. It took me losing a lot of deals to "no decision" to realize where my deals were falling apart. Here's what I learned. It was easy for me to get happy ears when a champion wanted our solution. Especially when they were C-level. What I failed to realize is, it's rare for an entire buying group to share the exact same POV on business problems and priorities. Example (from when I sold a sales methodology): CRO thinks they need a new sales methodology. VP Sales - East thinks they need to buy a call recording software. VP Sales - West thinks they just need negotiation training. CEO thinks they need to hire more SMEs. HR thinks they need to re-org the sales team. Marketing thinks they need to spend more on events. Each person has a different take on the "right" solution, because they have different takes on the "right" problem to be solved + the root cause of that problem. So, job #1 is to aid our champion to get group alignment on the problem. Slow down your champion in discovery with these questions. Help them think through alternative points of view. Help them seek disagreement, before they seek agreement. Once I got good at this, it almost always opened the door for them to bring in the rest of the buying group early for a group meeting with me about the problem. Because I wasn't pushing a solution. I was aiding in the group's collective understanding of the problem. Those deals moved the fastest for me. Not always to a 'yes'. But, I'd much rather get a fast 'no' over a slow 'no decision'.

“No buyer wants to be your case study. They want to be understood.” I was shadowing a deal in Johannesburg involving a large hotel chain evaluating multiple tech platforms. The rep had a killer discovery script — structured, thorough, beautifully framed. He stuck to it like gospel. 90 minutes later, the buyer said: “This is impressive… but I’m not sure we’re ready to go this deep yet.” No second call. Here’s the reality most reps don’t learn early enough: – Perfect discovery only works in sales training role-plays. – Real deals are messy, nonlinear, and emotionally charged. ✅ What went wrong in that call: – Too many hypothetical questions too early – Framework over flexibility – Zero emotional resonance with the buyer’s urgency And yet, discovery still matters. Just not the way we were taught. ✅ What we changed: – Started with “why now” instead of “tell me about your workflow” – Used problem statements instead of probing questions to open a conversation – Surfaced early stakes: what happens if this doesn’t get solved? – Focused on building momentum, not exhausting the pain inventory 🎯 Behavioral dynamics that matter here: – Cognitive Overload: Too many layered questions = fatigue – Impression Management: Buyers don’t want to admit what they don’t know – Status Threat: Some buyers shut down when they feel interrogated or exposed Your job isn’t to extract a clean narrative. It’s to help the buyer construct one they can sell internally. That requires conversation, not interrogation. 📌 If your discovery process feels like a legal deposition, it’s probably killing your close rate. 📥 Follow me for more insights. Repost if this resonated.

3 days before every sales call, I do this one thing. It's doubled my close rate. Most salespeople prep 10 minutes before the call. I prep 72 hours before. Here's why: Last month I had 8 discovery calls scheduled in one day. Monday morning I checked my calendar. 4 of them hadn't accepted the meeting invite. Red flag. I immediately sent this message: "Noticed our call for Thursday at 2pm hasn't been confirmed yet, [Name]. Still good on your end? If timing doesn't work, happy to find something better." 3 responded within hours. 1 rescheduled for the following week. 1 admitted they'd forgotten and weren't prepared. 1 said they were no longer interested. Without this check? I would've wasted 4 hours on no-shows and unqualified calls. Instead, I spent those 4 hours on qualified prospects who actually closed. But I don't stop there. My 3-Day Sales Prep System: Day 3 Before: Check if calendar invite is accepted Follow up if not confirmed Research company size and recent news Day 1 Before: Review each attendee's LinkedIn profile Note their role, tenure, previous companies Identify the source (website, referral, LinkedIn, etc.) Prepare personalized talking points 10 Minutes Before: Open my "free notes" template List attendees, company size, call reason Review my discovery call pillars Get in the right headspace Most reps show up cold and wing it. I show up knowing: → Who I'm talking to → Why they booked the call → What questions to ask → How to personalize the conversation The difference is night and day. Prospects say things like: "Wow, you really did your homework" "I can tell you understand our business" "This feels different from other sales calls" When someone feels understood, they buy. When they feel like another number, they ghost. Your competition is showing up unprepared. They're checking LinkedIn during the call. They're asking generic questions. They're winging the close. You have a massive advantage if you just do the work. 3 days of prep beats 3 hours of pitch. Every. Single. Time. If you're not prepping at least 24 hours in advance, you're leaving money on the table. Agree?

Prospects aren’t targets. They’re humans. Humans respond best when they feel understood, not convinced. The best salespeople know how to make others feel heard. When you ask a question, then another question, then another unrelated question, discovery calls can feel like interrogations. If you don’t listen and instead rapid-fire scripted questions, it feels like you’re not genuinely interested in the response but rather focused solely on your agenda of quantifying pain so you justify your solution. If people don’t feel understood, they’re not going to trust what you recommend. The way out? Ask fewer questions on discovery calls. Go deeper. Like a therapist: “What’s on your mind?” (Inbound.) “How's it going?” Mute. (Digging deeper) “Afraid to dial?” (Digging deeper) “It’s like the phone is a cactus.” Mute. (Digging deeper) “What else?” Mute. “There are so many sales trainers. What prompted you to call us?” “What's the real challenge?” (Digging deeper.) “What's your perspective on why that is?” “If you're looking back 6 months from now, what has to have happened for you to feel really happy with your progress?” (Digging deeper.) “How so?” Don't ask a digging deeper question if you're not curious about the answer. When people feel understood, you build trust. And in a world of similar products, trust is why people choose you. Seller’s don’t have the answers. Buyers do. The seller’s job is to draw them out. Learn the gentle art of making others feel understood here: https://lnkd.in/eVfUevmz

I lost 22 of my first 23 opportunities when I first joined Gong. I focussed on our 10+ competitors and learning every unique feature we had. Since then, my win rate shot up and it all centers around one principle: 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗶𝗻𝗴 𝘀𝘁𝗮𝘁𝘂𝘀 𝗾𝘂𝗼. Before any selling is effective, you need to deeply understand their problem. You need strong mutual buy-in on 'why change.' 6 non-negotiables for me to uncover: 𝟭. 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝗮 𝗰𝗼𝗺𝗽𝗮𝗻𝘆-𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲 How to ask: ↳ "Gong aside, what are the top 2-3 strategic priorities you're most focussed on." ↳ "What company-specific objective does Gong align most to, in your eyes?" Example: ↳ New product being launched 𝟮. 𝗔𝗿𝗲𝗮 𝗼𝗳 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝗶𝗲𝗱 𝗪𝗶𝘁𝗵𝗶𝗻 𝗜𝘁 How to ask: ↳ “For this new launch, through your lenses, what's the biggest single risk to making this a success?” Example: ↳ Sellers are all over the place demoing + messaging it 𝟯. 𝗧𝗵𝗲𝗶𝗿 𝗖𝘂𝗿𝗿𝗲𝗻𝘁 𝗦𝘁𝗮𝘁𝗲 How to ask: ↳ "What metric is that most affecting today?" ↳ "Where is that at today?" Example: ↳ 20% win rate 𝟰. 𝗧𝗵𝗲𝗶𝗿 𝗜𝗱𝗲𝗮𝗹 𝗦𝘁𝗮𝘁𝗲 How to ask: ↳ "In an ideal world, where would you want to get that to?" Example: ↳ 25% win rate 𝟱. 𝗤𝘂𝗮𝗻𝘁𝗶𝗳𝘆 𝘁𝗵𝗲 𝗥𝗢𝗜 How to ask: ↳ "If you bridged that gap, have you done the math on what that would be worth? Example: ↳ Growing 5% in win rates, is worth $2M / annually 𝟲. 𝗪𝗵𝗮𝘁 𝘁𝗵𝗲𝘆'𝘃𝗲 𝘁𝗿𝗶𝗲𝗱 𝘁𝗼𝗱𝗮𝘆 𝗮𝗻𝗱 𝘄𝗵𝘆 𝘁𝗵𝗮𝘁 𝗱𝗼𝗲𝘀𝗻'𝘁 𝘄𝗼𝗿𝗸. How to ask: ↳ What have you already done to try and solve that? Example: ↳ Having managers sit in on more calls which has been time intensive. You won't uncover all 6 of these on the first call and that's okay Build on each and uncover them through the entire cycle Discovery is a never-ending process Not just a sales stage 😁 P.S. Join 700+ sellers who've grabbed my full discovery blueprint: https://lnkd.in/dmYbzPGi