Too many sales pros treat the discovery process as a means to gather facts. The reality is that this phase of the sales process is your most powerful opportunity to differentiate you and your company.
1. Your discovery findings are the bull’s eye
The output of your discovery meetings is the “bull’s eye” for your solution or recommendation. So
the depth, breadth, quality and accuracy of information you obtain will directly impact your
probability of closing the deal.
2. Preparation provides you three key advantages
Meticulous planning of your questions and discovery strategy helps you organize your thinking,
allows you to be “with” your customer in the meeting and minimizes the risk of leaving big
opportunity on the table.
3. Be in sync with your customer
You’ve got a call plan and a list of critical questions. So do you stick to your script? No, it’s your safety net. Start with a big encompassing powerful question and then let the customer talk. Put your questions aside while the customer talks – listen for what’s most important to him and dive deep for meaning. Go back to any missed questions before you leave.
4. Explore the bigger picture
Invited in to discuss an immediate opportunity? Great! But don’t fall into the trap of asking questions solely about the opportunity. Get clear on where this opportunity sits in the bigger picture. It may lead to a greater opportunity and / or a higher priority one. It’s also the fastest route to finding or creating your point of differentiation.
5. Aim for two-sided discovery
When the customer gains some greater insight about her own situation as a result of the questions
you ask, you will be remembered. Helping the customer gain greater clarity on her situation is one
of the most powerful differentiators in selling today and essential to building a foundation of trust.
6. Ask the tough questions
You’re wondering why the customer doesn’t manage this project in-house or why they don’t stick
with their current supplier. Then ask the question. And be open to hearing the answer even if it’s not what you want to hear – it will lead to a powerful dialogue that will benefit both of you, and will enable you to decide best next steps.
7. Know the specifics of this buying situation
More business is lost because of failure to understand the buying situation than failure to understand the opportunity. Develop questions to get clear on the decision making process, the interests and influence of key stakeholders, the conditions that may impact the decision to move forward, the competitive arena and the decision makers’ disposition to your competitors.
8. All information is not equal
Go beyond the facts. Dig deep for meaning and importance when discovering. Seek out
perspectives – customer perception provides greater meaning to the facts. Ask the customer to
prioritize the information you obtain so that you are focusing your proposal on what is critical from the customer’s perspective – not yours.
9. Don’t answer your own question
Sales people are uncomfortable with silence so what do you do? You fill it with noise. When you ask your customer a big question, guess what? He needs time to process the question and think about his answer. So get comfortable with the silence. Don’t be tempted to move on or, worse still, offer answers to your own question.
10. Make smart go/no go decisions
Not every opportunity is the right fit for your organization. Use your questioning skills to be sure this represents winnable and desirable business for you. If not, be prepared to walk away before you waste time and resources. Keep the door open to other opportunity and plan to stay in touch.
