Discovery calls are a first opportunity to qualify a lead and get to know their main pain points. They can be tricky to get right, though. You might sound like you’re running through a scripted list of questions, or you might appear rushed or robotic, which can be off-putting to your prospect and lead them to disengage before you even get a chance to uncover their needs.
Anthony Iannarino, a renowned sales expert and bestselling author, says many sales reps treat discovery as an interrogation — just without the harsh light over their heads. If you’re only focused on gathering data, you’re missing out. Instead, try to approach these calls with openness and curiosity. How do you do this? We share some insight from Iannarino in this issue of PromoPro Daily.
1. Replace qualification with diagnosis. This is one of the best ways to make every discovery call more impactful. Never open your conversation trying to qualify the prospect, Iannarino says, and don’t try to explain how your promo solution is exactly what they need. Instead of a diagnosis, he advises framing your offering so it fits within the prospect’s budget and timeline.
2. Replace information gathering with insight sharing. It’s OK to ask questions during your discovery calls, but most of your discussion should be sharing your promo expertise. Decision-makers need to spend time with you to learn about industry trends, Iannarino says. To do discovery right, take your time explaining these threats and opportunities, and ask how your prospect is experiencing them. This gives you both an opportunity to fully diagnose the issue and develop an effective solution.
3. Replace checklist questions with collaboration. When you ask a question, try to have your prospect say, “Wow, that’s a great question.” Ask open-ended questions that get your prospect talking. Iannarino says open-ended questions can help you better understand the context of their challenges. It also lets you demonstrate your expertise and educate your contacts.
Remember that discovery calls aren’t about checking off boxes but rather starting a meaningful conversation. It sets the tone that you care about the prospect’s success — not just about making a sale. The goal is to create a connection where both you and your prospects leave with a clear understanding of the challenges and opportunities ahead.
Compiled by Audrey Sellers
Source: Anthony Iannarino is a bestselling author and internationally recognized speaker on sales, success, personal development, leadership and entrepreneurship.
