Sales discovery is a crucial part of the sales process. In this stage, you learn about your prospects’ needs, challenges and goals so that you can build a case on why they should work with you. While you may want to speed through this stage, it’s best to slow down. You should ask plenty of probing questions and practice active listening before diving into your pitch.
Sales discovery may not be as exciting as closing the deal, but sales expert Jeb Blount says it’s the most important part of the process. Why? Because it allows you to customize your solution to fit the prospect’s unique situation. This makes your pitch more likely to resonate and lead to a closed deal.
Whether you’re new to the promo industry or you’re an experienced pro, it’s essential to watch out for some common missteps in your sales discovery process. Blount has put together some mistakes to avoid in your sales discovery conversations. We share his guidance in this issue of PromoPro Daily.
Taking shortcuts. If you don’t necessarily enjoy the sales discovery phase, you may be tempted to go through the motions. Don’t do this, Blount says. If you’re simply checking the boxes, you’ll get a shallow discovery, a weak business case and a much lower closing ratio.
Asking dumb questions. Don’t get a lead on the phone only to say, “What do you do here?” If you can easily find the information online, don’t ask for that information in a discovery meeting. Blount says the most effective questions position you as an expert consultant by showing that you understand their business, challenges and opportunities.
Focusing on your own outcomes. Never make your discovery conversations about you. This kills opportunities, Blount says. If prospects sense that you’re only interested in hitting your quota, they’ll see there’s no value for them and they’ll ghost you.
Not listening well. Some sales reps are so eager to get to the next question that they don’t listen to the prospect’s answers. When you’re not listening, the other person knows it. The failure to listen destroys relationships fast, Blount says.
Interrogating instead of conversing. Always treat your discovery meetings as fluid conversations. This can draw your prospects in, Blount says, and lower emotional walls. If they feel like they’re being interrogated, prospects won’t open up, and you won’t accomplish anything valuable.
Diving in with tough questions. Imagine if a stranger on the street makes a beeline to you and immediately starts firing questions at you: Where do you live? How many kids do you have? How much money do you make? Blount says this is how prospects feel when you begin your discovery conversations with personal questions. It’s human nature to put up an emotional wall when strangers start asking intrusive questions.
Failing to prepare. This is the most egregious mistake with discovery, Blount says. Prospects will know if you didn’t care enough to research ahead of time and develop your questions.
Maybe you tend to fly through the discovery process or perhaps you ask personal questions too early in the conversation. When you stay mindful of the mistakes above, you can be sure you make a solid case that you’re a promo expert the prospect needs in their corner.
Compiled by Audrey Sellers
Source: Jeb Blount is the founder and CEO of SalesGravy.com.
He’s an internationally renowned keynote speaker, author, coach and sales executive.
