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How to Run a Successful Sales Discovery Call
RAIN Group
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Written by Mary Flaherty Vice President, Research and Thought Leadership “To fully uncover buyer needs, sellers must ask the right questions and actively listen.” The information collected during this call enables the seller to craft solutions that specifically address the prospect's needs. Effective discovery calls require careful preparation, active listening, and the ability to ask insightful questions that reveal the buyer’s afflictions (pain points) and aspirations. How a seller facilitates these calls directly impacts the overall sales process. 11 Steps for Leading a Thorough Needs Discovery Call BEFORE THE DISCOVERY CALL 1. Prepare for the Discovery Call Equip yourself with an understanding of the buyer and their business so you can have a more meaningful and productive conversation. Prepare for the call by: Researching the Buyer’s Business:Gather information about the company, its industry, size, market position, and any recent news or significant achievements. Understand the challenges typical to their industry and how your solutions might address those challenges. Understanding the Buyer’s Role: Know who you’ll be speaking with and their role within the company. Understanding their responsibilities, challenges, and key performance indicators (KPIs) will help you tailor your questions and solutions to their specific needs. Identifying Potential Needs: Based on your research, identify areas where the buyer might need assistance. Even though the discovery call is about uncovering these needs directly from the buyer, having an informed hypothesis can guide your questioning and show the buyer that you've done your homework. Preparing Tailored Questions: Develop a list of questions that encourage the buyer to talk about their challenges, goals, and the impact of current processes on their business. These questions should not only fill in the blanks, but also provoke thought and reveal deeper insights into the buyer’s needs. Knowing Your Solutions:Be well-versed in the details and benefits of your products or services, including how they’ve addressed similar challenges for other clients.
Written by Mary Flaherty Vice President, Research and Thought Leadership “But listening is another problem area: only a quarter of buyers consider sellers good at listening.” The information collected during this call enables the seller to craft solutions that specifically address the prospect's needs. Effective discovery calls require careful preparation, active listening, and the ability to ask insightful questions that reveal the buyer’s afflictions (pain points) and aspirations. How a seller facilitates these calls directly impacts the overall sales process. 11 Steps for Leading a Thorough Needs Discovery Call BEFORE THE DISCOVERY CALL 1. Prepare for the Discovery Call Equip yourself with an understanding of the buyer and their business so you can have a more meaningful and productive conversation. Prepare for the call by: Researching the Buyer’s Business:Gather information about the company, its industry, size, market position, and any recent news or significant achievements. Understand the challenges typical to their industry and how your solutions might address those challenges. Understanding the Buyer’s Role: Know who you’ll be speaking with and their role within the company. Understanding their responsibilities, challenges, and key performance indicators (KPIs) will help you tailor your questions and solutions to their specific needs. Identifying Potential Needs: Based on your research, identify areas where the buyer might need assistance. Even though the discovery call is about uncovering these needs directly from the buyer, having an informed hypothesis can guide your questioning and show the buyer that you've done your homework. Preparing Tailored Questions: Develop a list of questions that encourage the buyer to talk about their challenges, goals, and the impact of current processes on their business. These questions should not only fill in the blanks, but also provoke thought and reveal deeper insights into the buyer’s needs. Knowing Your Solutions:Be well-versed in the details and benefits of your products or services, including how they’ve addressed similar challenges for other clients.
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