SALES DISCOVERY CALL: DOS AND DON'TS FOR MORE SUCCESSFUL CONVERSATIONS
SALES DISCOVERY CALL: DOS AND DON'TS FOR MORE SUCCESSFUL CONVERSATIONS
A stage victory in acquiring new customers! Whether via a cold call or inbound sales: you have successfully set an appointment. Now tick off the most important standard questions about the discovery contact's pain and willingness to buy in the sales discovery call and then move on to the sale? It's on!
It's better not to do it this way, unless you want to take yourself out of the running for the deal. Successful sales teams take a different approach to the discovery call. They approach their counterpart individually in a real conversation. In this way, they gather information that makes a real contribution to the sales process. How well does your own product actually match the individual customer requirements and is it also right at the relationship level? The discovery call provides this assessment. Successful sales professionals also leave nothing to chance when it comes to the details. How close do you get to the ideal sales discovery call in everyday life? Put yourself to the test with our dos and don'ts!
The sales discovery call process is automatic for many sales staff. They divide the conversation into phases that they go through step by step. This makes sense, as the other party also wants to know what is planned at the start of the meeting. Purpose of the meeting, agenda items and expected results: Get a clear idea through an upfront contract actively obtain the consent of your contact. This allows you to align expectations and then work together in a goal-oriented manner. Experienced buyers appreciate this.
DO #2: QUESTIONING TECHNIQUE FOR THE WIN
The first five minutes are crucial: how do you start the conversation and what questions do you ask? If you probe too deeply right at the beginning, you will make it unnecessarily difficult for your counterpart. Also important: In addition to must-have questions also specifically address the prospect's situation. Don't jump from topic to topic, but go into more depth with the second question. In this way, you show genuine interest and build up a conversation. After all, would you like your counterpart to work through a rigid questionnaire with you?
DO #3: LET THEM TALK
Structure the Discovery Call mentally? Yes! However, it becomes problematic if you stick too rigidly to a phase model and the natural dynamics of the conversation are lost. Where is the conversational aspect? There is no natural exchange. The most successful sales employees let their counterparts speak. They want in-depth answers to find out more details - and ask the right questions. They weave their questions into the conversation from start to finish. In between, there is room for exchanging experiences or sharing customer success stories that showcase the strengths of their own product or service.
DO #4: STAY CURIOUS
Different perspectives, misleading wording or new insights: The responses of interested parties can change. You should not only design the sales discovery call according to the motto "Stay curious", but also the subsequent touchpoints. Intersperse your questions as naturally as possible in the conversation situation - and above all, don't stop asking! Carelessly made assumptions that you no longer question can come back to haunt you later in the sales process.
Successful sales teams respond individually to their counterparts during the sales discovery call and gather information that makes a real contribution to the sales process.
DON'T #1: DON'T SELL
Of course, in the end it's all about closing the deal. But the focus on budget fulfillment should not be noticeable in the sales discovery call. A successful customer relationship is built on the fit between the problem and the solution. At this stage, you cannot yet assess whether this fit exists. The discovery call is therefore not the ideal occasion for a detailed pitch. Of course, this does not mean that you should not share references and success stories at the appropriate points in the conversation - quite the opposite. This will strengthen your expertise in the eyes of your counterpart. But if you build up pressure and ask for budget authority and deadlines for a deal too early, you will weaken this position.
DON'T #2: OVERKILL DISCODEMO
Sales Discovery is not a checklist, not a pitch and certainly not a detailed demo! Going straight from the sales discovery call to the product demo (discodemo) often leads to a dead end. The thinking behind this is: "Now that I have the prospect on the line, I can prepare the deal directly with a demonstration". In reality, you are depriving yourself of the opportunity to develop a clear message for the product demo. However, if you already have someone on the line, added value is the decisive factor in whetting the appetite for more. That's why: show off at the end of the discovery call with a teaser or an initial look & feel? Your show!
DON'T #3: PREPARING IS FOR LOSERS
That is probably the absolute don't: Poor preparation. Yes, you ask questions in the discovery call to get a better picture of the situation with your prospect. But the purpose of the call is not to first understand who you have on the phone during discovery. You need to do your homework beforehand. During the call, you can then confirm the results of your research in passing - and counter objections in a confident manner.
Conclusion
Successful sales discovery calls are first and foremost one thing: good conversations. Whether professional or private, in addition to a well-functioning exchange of information, the focus is always on maintaining and expanding personal relationships. Align your conversation behavior with our dos and don'ts to be successful on both levels. In this way, your discovery calls will create the best conditions for the rest of the sales process - and liven up your day-to-day sales work with pleasant conversations.
