Many salespeople fall into the trap of thinking a pleasant conversation with a lead automatically translates to a sale. While building rapport is essential, it's not the only factor.

Our sales discovery call masterclass participants often express this frustration. They have positive initial conversations, but the leads don't convert into customers.

If you're facing similar challenges, it might be time to re-evaluate your discovery call strategy. The following 13 best practices and sales discovery questions can help you identify qualified leads with a greater chance of conversion.

What Is a Discovery Call?

A discovery call is the first conversation with a potential customer, designed to uncover their needs and decide if your product or service can be the right solution. 

Discovery calls can happen after the prospect books a call with your salesforce or reps set an appointment after prospecting. The key purpose of the call is to qualify the prospect so that they have a higher chance of making a purchasing decision after further conversations.

Why Discovery Calls Can NEVER Be Skipped

You might hear a common request from your prospect:

“I just want to see a demo – can’t we just skip the discovery call?”

Well, jumping straight into a product demo is like a doctor prescribing medicine to a patient without making an official diagnosis. 

Never do that, because the outcomes can be catastrophic. In other words, you won’t close deals if you skip the discovery process. 

Discovery calls are important because they help salespeople identify qualified leads. A staggering 67% of lost sales are a result of sales reps not properly qualifying potential customers before taking them through the full sales process. For a public SaaS company that focuses on mid-market with ACV of about $40k, that’s over $6.7 million in sales potentially lost.  

When you then factor in the fact that only 13% of customers believe a sales person can understand their needs, you’d agree that good discovery calls are critical to sales success today, and the following facts:

• There is a significant trust gap between salespeople and customers. Perhaps traditional sales tactics focused on product features and aggressive pitches are no longer effective.
• The need for a fundamental shift in sales strategy. Reps must move away from product-centric pitches and become a trusted advisor by understanding the customer's business goals and offering solutions tailored to their unique situation.
• Sales teams who can set up a proven customer-centric discovery session will outshine their competitor and increase sales revenue because of the following benefitssome text
  • Sales discovery can increase conversion potential because customers trust them more.
  • Sale discovery can boost revenue by using discovery questions to expand the deal size 
  • Sales discovery can increase customer experience by showing more empathy and concern for the customer's business. 

If you want your sales team to achieve the unfair advantage above consider the following criteria for a qualifying lead:

• The prospect has shown some level of interest.
• The prospect aligns with the ICP (Ideal Customer Profile).
• The prospect either has the buying authority or can influence someone who does. 
• The prospect is actively looking for a solution now or in the near future.

Grab the Underground Sales Discovery Call Scripts and Talk Tracks to Turn More Sales Calls Into Customers. 

What’s the Difference Between a Discovery Call and a Sales Call?

A discovery call is a type of sales call that specifically focuses on understanding the prospect's pain points and determining if your offering aligns with their needs. Other sales calls, such as cold or demo calls, focus on pitching and closing. 

While both discovery calls and other sales calls play crucial roles in the sales process, they serve distinct purposes and require different approaches. You can tell the difference by their focus, conversation style, and desired outcome. Here's a deep dive into the key differences between the two:

Focus

Discovery call focuses on understanding the prospect's current situation, challenges (pain points), and goals.  This involves active listening, asking open-ended questions, and expressing genuine desire to learn about their business. Through this exploration, you can identify opportunities where your product or service can provide value. 

A sales call, on other hand, might be product-centric and target a prospect who has already expressed some level of interest. The focus shifts towards presenting your product or service, highlighting its features and benefits, and ultimately, convincing the prospect to make a purchase (close the deal).

Conversation style

Discovery calls are often conversational and collaborative, involving open-ended questions that encourage the prospect to share their experiences and business pain points. Because of its non-aggressive style, discovery calls often feel like a two-way street where information is exchanged freely, fostering trust and rapport.

Sales calls, on the other hand, follow a more structured format with presentations and demos showcasing the product's capabilities.  This is not to say that a sales phone call like a sales demo is not conversational and collaborative– that would be incorrect. The key difference is that in a sales call, the salesperson takes center stage, guiding the conversation towards the product's value proposition and addressing any objections that arise. 

Outcome

The outcome of a discovery call is typically a qualification decision.  Based on the information gathered, you determine if the prospect is a good fit for your product or service. If so, the call might conclude with scheduling a follow-up demo or needs analysis.

For a sales call (whether cold call or sales demo), the ideal outcome is getting the prospect's commitment to purchase your product or service (closing the deal). However, it's not uncommon for sales calls to lead to further discussions or pricing negotiations before reaching a final decision.

Sales Discovery Process: 13 Best Practices for Running a Great Discovery Call

The sales discovery call is the foundation of a successful sales cycle. It's your chance to understand your prospect's needs and determine if your product or service is the right fit. But how do you ensure your discovery calls are truly effective? Here are 13 best practices to help you run a great discovery call that builds rapport, qualifies leads, and ultimately drives sales.

1. Do Your Research/Know Your Prospect 

Researching your prospect before the discovery calls is sales 101. Every salesperson knows the information you gather beforehand helps you tailor the conversation to the prospect's specific challenges and goals.

Unfortunately, the fact that only 13% of buyers feel salespeople understand their needs shows a misalignment between the buyer’s journey and what salespeople say during sales calls. 

While there are several reasons for this misalignment, including behavioral factors like poor listening and weak emotional intelligence, inefficient research is typically the root cause, leading to lost sales opportunities and negative brand perception for the sales team. 

For your next sales discovery call, here are some of the best practices for efficiently researching your prospect: 

• Company review:  Dive into the prospect’s company website, news articles, and annual reports. Understand their business model, recent developments, and any pain points they might be facing.
• Industry trends: Research the prospect's industry landscape. Are there any major challenges or opportunities impacting their business?  Knowing industry trends allows you to position your solution as a relevant and timely answer.
• Persona understanding:  Identify the specific role you'll be speaking with.  What are their typical goals and frustrations? Look at their social media profile (i.e. LinkedIn profile) and relevant industry content to understand their perspective.

Combining these elements allows you to create a personalized conversation that resonates with the prospect's specific needs, making them feel truly understood. This approach builds trust and increases your chances of converting them into paying customers.

2. Make a Good First Impression

You hold a discovery call to decide if a prospect is a good fit for your product. However, in the real sense, the prospect also attends the discovery call to determine if you and your company represent the entity they want to do business with. 

Aside from the product and all the technical details, the prospect will significantly consider your sales acumen in their decision-making process. Are you a good listener? How do you carry yourself? Did you ask the right questions? These are some of the questions running at the back of their mind. 

You don't want to lose them at the initial stage by being clumsy and underprepared. To register a strong first impression, consider the tips below: 

Introduce the AE before the call.  

Prospects often share information with the SDR who schedules the call, only to repeat it to the AE. This is frustrating and creates a bad impression.

To avoid this, introduce the AE beforehand. Send a pre-call email or video thanking the prospect and introducing the AE by name and email. This avoids confusion and allows the prospect to feel comfortable reaching out later.

The same goes if you have outsourced SDRs. Alignment between all your sales teams is crucial to make a great first impression. 

Introduce yourself and speak with volume and melody.

Tone carries more weight than your actual words. Aim for "authoritative and friendly": 

Speak with clarity and variation. Avoid monotone deliveries. Record yourself and practice transitioning your pitch for a more engaging conversation.

Open the discussion with icebreakers (small talk)

Icebreakers create a positive atmosphere, even with established contacts.

Keep it brief and relevant. Reference industry news, ask about a recent report, or acknowledge their environment (art, books) briefly. Don't let small talk overshadow the call's purpose.

3. Set the rules of engagement; don’t just launch into the discovery

Don't dive headfirst into your sales pitch! A smooth discovery call starts by managing expectations and aligning with the prospect on the agenda. This sets clear boundaries and prevents the conversation from derailing.

Transitioning from Small Talk to Agenda Setting

A simple phrase like "Can we talk about the agenda?" establishes mutual agreement.  This puts the prospect in control, making them more receptive to your plan.  Avoid forceful statements like "The agenda for this call is..."

Aligning on Objectives

A shared objective builds trust and allows you to tailor the conversation. Here's an effective talk track: "The goal of this meeting is to see if there's a good fit for both of us.  Ideally, we'll determine if there's a path forward that benefits everyone. Does that sound good?"

Connecting the Agenda to the Objective

Building on the agreed objective, propose your agenda while the prospect is receptive: "To achieve our goal, let's spend the first 10-15 minutes understanding your prospect’s challenges. Then, I'll explain how we might be able to help.  Does that sound fair?"

If further conversation delays this connection, use a gentle redirection: "Here's my proposed agenda: 10-15 minutes to understand your challenges, followed by a look at how we can potentially solve them.  Does that seem reasonable?"

Remember, the goal is to create a sense of mutual agreement.

Aligning on the Next Decision

Focus on moving the conversation forward, not necessarily closing the sale: "By the end of this call, let's decide if the next step makes sense for both of us.  We can explore further if there's a good fit, or if it's not the right time, we can part ways and potentially reconnect later.  How does that sound?"

Alternatively, gauge their interest with: "This conversation seems productive, so let's discuss what the next step might be.  Does that seem appropriate?"

Building Rapport Through Respect

Setting these guidelines shows respect for the prospect's time and autonomy. A successful sale isn't just about the product; it's about establishing a positive connection. By prioritizing mutual agreement, you lay the foundation for a successful call.

4. Ask a question that gets to the heart of the deal fast

Once the rules of engagement have been established, it's time to uncover pain points and customer challenges. This process can become tricky, depending on the origin of the lead. 

For instance, inbound leads often express eagerness to initiate the demo promptly, having likely consumed a significant portion of the buyer enablement content available. 

It's crucial not to yield to their eagerness, as doing so may risk deviating from the established rules of engagement. Therefore, initiate the conversation with a talk track that swiftly addresses the core aspects of the deal, encouraging mutual engagement. 

For example, a prompt such as "Could you help me understand what motivated you to look into [your solution]?" could effectively steer the conversation. 

Conversely, when dealing with inbound leads, a more suitable approach might involve asking, "Could you help me understand the challenges you're facing that would derail you if you didn't solve them."

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5. Ask negative impact questions

Forget simply learning about their problems. Discovery calls become powerful when you explore the negative consequences of leaving those problems unsolved.  These are negative impact questions. 

Asking them to help you in three ways:  

• Creates urgency: When you highlight the potential negative outcomes of leaving the problem unresolved, you make the problem large enough to justify instant action. This increased seriousness will spur the prospect into action, compelling them to prioritize finding a solution. 

• Increases your deal size: By vividly portraying the risks involved, you position your offering as a crucial investment that can mitigate these risks and deliver substantial value. 

• Gain access to key decision makers: Uncovering the risks and negative impacts associated with the prospect's problem necessitates involvement from key stakeholders. The gravity of the situation compels decision-makers to take notice and participate in discussions to find a resolution.

Here are some examples of negative impact questions you can adapt:

• How satisfied is your CRO with your average deal size (problem question, satisfaction level)
• How does this close rate challenge we've been talking about affect your customer acquisition cost? (impact question)
• To what extent is your churn rate leading to customer lifetime value issues (impact question)
• What's preventing you from decreasing your AE ramp time? (problem question; Causis and analysis question)
• What are the ripple effects of your lead generation challenge on the business?

6. Keep Calls Under 60 Minutes

The average sales discovery call is 38 minutes long. But if you're not actively monitoring your talk-to-listen ratio, you're likely speaking much more often than you believe. 

According to Gong's research, the average B2B sales rep consumes 65–75% of a call's talk time speaking rather than listening. This imbalance risks disengaging prospects and potentially losing their interest. 

To maintain engagement and achieve a successful call, learn to balance your talk-to-listen ratio with the following techniques:

Don't ask too many questions

When most sales professionals hear the data about the 43:57 talk-to-listen ratio, they usually revert to asking so many questions that it can feel interrogative and annoying. It would be best if you found a way to accomplish the golden talk ratio without "interrogating" customers, peppering them with an endless stream of pointed questions until they grow irritable.

Use emotional labeling 

Employ phrases like "It seems like you" or "Would you agree that" to evoke the listener's empathy and prompt them to respond to your observation with longer, more detailed answers. 

Ask open-ended questions to establish a 2-way rapport

Unlike closed-ended questions, which tend to limit your buyer to a yes/no answer, open-ended questions allow them to explore the depth of the question about their experience. That way, you get a more detailed response with more information you can follow along the sales cycle.  

Asking open-ended questions encourages dialogue and exploration. The questions invite the prospects to share valuable insights and perspectives. 

Deliberately practice active listening

Listening actively is one of the ways to demonstrate a genuine interest in the prospect's concerns and objectives. But, unlike what most people think, active listening is not about you not speaking for a moment, it is also about what you say after listening. 

Let’s say the prospect finishes talking and you do the standard 3 second pause before you resume talking, you could curl the prospect's last statement into an open-ended question to take the conversation forward. This technique depends on how you want to guide the conversation. If you want to dig into problem statements, curl the last statement into a question that explores negative impacts.  

7. Focus on the Prospect's Pain Points

Most sellers don't get to cover their prospect’s core pain because they burn too much “building rapport” To improve your sales discovery calls and focus on understanding your prospect's pain points, try the following tips. Here's how to recalibrate your sales discovery calls to focus on understanding the prospect's pain points. 

• Be direct. Ask about their business challenges and use talk tracks such as "Help me understand what metrics are suffering as a result of this challenge" and "What's driving you to solve this now rather than later." This will help you shift the conversation towards must-solves instead of nice-to-solves.

• Quantify the business challenges by helping the prospect see the risks and potential losses they are not seeing as a result of the problem. To do this, you need to master how to understand the need behind the need by asking “why”.
• Collaborate with product leaders to identify the negative consequences of the problem your product solves. 

• Phrase your questions to get long responses as the more the prospect talks, the more they express their concerns.

8. Link Pain Points to Your Product/Service and Guide the Prospect Toward the Solution

The statement "guide the prospect toward the solution" in a discovery call might seem like a nudge towards a demo. After all, traditionally, discovery calls are for qualification, not solution presentations. However, discovery can morph into a mini-demo. 

Provided the discovery call is with the right point of contact, the conversation can naturally evolve into exploring your product as a solution. This is actually a positive sign indicating potential product-customer alignment. While the core purpose remains qualification, being prepared to showcase how your product addresses their pain points can be highly beneficial.

To do that, you have to position your product/deal as the ideal option to fulfill the following three buying conditions:

• The buying criteria 
• The buying process
• The buying committee

Fulfilling these conditions is the foundation of competitive selling. It is how you win your unfair share of competitive deals and compel the prospect to make you their vendor of choice. 

Take a moment. Consider the short role-play below. See a practical example of how to rig the buying criteria in your favor, blowing even the most fierce competitor out of the water. 

First, you get the prospect to admit their biggest pain point, which– in the case above, is ramping new reps. After that, peel back the onion, turning the screw deep into that problem to uncover new insights that support your product’s core capabilities. 

Then you introduce those product capabilities and emphasize how they are unique to your product alone and why they are important to the prospect’s purchasing decision. If the prospect is open to it, you can demo the product to show the prospect in real time how those capabilities work. 

Here’s another technique you can use to align your product to the prospect’s pain points:

Build a compelling business case for your product: 

While you might not launch a full demo, consider presenting a concise business case for your product within the call. This can be achieved by:

• Framing, quantifying, and layering the problem: Emphasize the severity and impact of their pain points using data or industry benchmarks.
• Creating a bridge to a new path: Illustrate how your product offers a clear path to solving their problems and achieving desired outcomes.
• Scenarios, not just ROI: Instead of a single ROI number, showcase various scenarios of how your product can deliver value specific to their context.

To make things as easy as possible, we created a step-by-step business case template you can use to write deal-closing business cases.

Remember, the key is understanding their needs first, effectively linking pain points to your solution and building a compelling case within the discovery call. That way, you can demonstrate value, build trust, and set the stage for a successful follow-up if needed.

9. Uncover what makes them choose one vendor over the other

Prospects enter discovery calls with a picture of their perfect solution. They know their budget, desired features, and even how they prefer salespeople to interact. The key to landing the next step (like a demo) is understanding this ideal vendor profile.

• Buying criteria: Ask questions to identify what matters most (price, features, etc.).
• Buying process: Learn their typical buying journey and decision-makers involved.

By strategically exploring these areas, you can:

• Highlight how your company aligns with their ideal vendor, making you a strong contender.
• Showcase an understanding of their needs positions you as a valuable partner.

10. Be prepared to handle objections

The discovery call is all about uncovering a client's true needs and wants (which aren't always the same thing). Anticipating potential objections and addressing them with clear, value-driven responses, is the best way to turn those hurdles into opportunities– to build trust and move the conversation forward.

Here are some typical objections you might encounter during a discovery call, along with strategies to address them:

• "I Haven't Heard of You": This is easy. First, you acknowledge their concern and use it as an opportunity to introduce yourself and your company. Briefly highlight your experience, expertise, and success stories relevant to their industry.

• "I've Read Bad Things About You": Don't be defensive. Acknowledge their concern and express your willingness to address any specific issues. You can also showcase positive testimonials or case studies to counter any negativity.

• "I'm Not the Decision-Maker": Thank them for their time and inquire if they can connect you with the key decision-maker.  Gather information about the decision-maker's top priorities to prepare for future interactions.

• "I Don't See How Your Product Can Help Me": This objection highlights a gap in understanding their needs. Ask clarifying questions to uncover their specific challenges. Then, showcase how your product/service directly addresses those challenges and provides value.

Handling objections, whether in discovery calls or sales demos, is about the mindset. Top-selling sales professionals do not flinch when they get a “no”. They know that “no” can be valuable. It signifies a prospect is engaged and allows you to understand their limitations and concerns. 

11. Recap and Reaffirm

A 60 minute discovery call covers a lot of issues and prospects tend to forget. 

But we don't actually recap and reaffirm not to forget, afterall the recorded video prevents this, but we do it to repeat the key issues we want the prospect to have at the top of their mind. 

Think: What's the most interesting thing you want the potential buyer to remember about the call? What do you want them to say to their VP that would prompt them to join the next call? 

To do that, summarize key points, confirm their understanding, and reiterate your commitment to helping them achieve their goals.

12. End with a Clear CTA

Propose a clear next step, whether it's a follow-up call, a product demo, or a proposal tailored to their specific needs.

13. Make Sure You Record and Review the Calls

Record your calls (with permission) to review and identify areas for improvement in your questioning techniques and communication style. 

Discovery Questions to Ask Every Prospect

Asking the right discovery call questions helps you build trust, create urgency, and understand the prospect’s pain. Here are 15 sales discovery questions you can use at any stage: 

Questions for Setting the Stage

Asking the right questions upfront can make all the difference in establishing rapport, building trust, and ultimately, guiding the conversation towards a successful outcome.

Examples: 

• "Tell me a bit about your role at [Company Name]. What are some of your key responsibilities?"
• "Can you give me a brief overview of [Company Name] and what you do?"
• "Can you walk me through a typical day in your role? What are some of the biggest challenges you face?"

These questions give you a soft landing by easing the prospect into the call and create a comfortable atmosphere.  This initial rapport goes a long way in building trust and encouraging open communication.

Qualification Questions

The following questions help you learn more about their problems so that you can find the ideal solution.

•  Help me understand the biggest challenges you face when it comes to [X].
• If you could wave a magic wand and solve anything when it comes to [PAIN AREA] in your day-to-day, what would it be?
• How satisfied are you with [PAIN AREA YOUR CURRENT SOLUTION SOLVES]? How top of mind is that?
• Just to confirm… is this “THE” challenge we should be discussing? Or are there others that are more at the top of your mind?

Disqualifying Questions

These are questions designed to uncover factors that would make a sale unlikely or a client a poor match for your product or service.

• Do you have a budget allocated for solving this challenge?
• How satisfied are you with your existing solution? (if they already have something)
• What is your timeline for implementing a solution?
• What roadblocks do you face in implementing this solution?

Questions to Uncover Pain Points

• How satisfied are you with your current solution?
• What’s the biggest challenge you face with X?
• What roadblocks might prevent you from reaching your goals?
• If X happens, what measures are in place for solving it?

Questions for Establishing Next Steps

• "Let's say we [do what they're asking for]. What would still have to happen before we move forward together?"
• Who else is involved in making this decision? Would you be willing to sponsor a call with them so we can solve [highlight the problem]?
• If I can help you do X, what would we need to do to make a deal happen?
• Have you defined criteria for selecting a vendor?
• How will this solution make your job easier?
• Based on what you’ve told me today, I’d recommend X

Things to Avoid Doing on a Discovery Call

No sales professional has the perfect combination of hard and soft skills required in sales. But if you’re going to run a successful discovery call, be sure to avoid these mistakes: 

• Dominating the conversation with talking points and pitches.  

• Failing to listen actively and ask follow-up questions: 
• Focusing on features and benefits without a clear connection to the prospect's needs.
• Being unprepared or lacking knowledge about your prospect's industry or company.
• Making unrealistic promises or guarantees.

What to Do After the Discovery Call

• Send a follow-up email thanking the prospect for their time and summarizing key points discussed: This shows courtesy and professionalism, reminding them of the value you provided during the call. It also jogs their memory of the key issues discussed, keeping them engaged.
• Address any outstanding questions or concerns: Demonstrate you were actively listening and clarify any lingering doubts they might have. This can help overcome potential roadblocks, especially when they discuss the deal with the buying committee.
• Provide additional resources or information they may find helpful: That includes relevant resources like case studies, white papers, or blog articles can further educate them about your solution.
• Schedule the next step, as discussed during the call: Capitalize on the momentum created during the call by proposing the next step you discussed,  be it a demo, proposal, or introduction to another team member. This keeps the sales process moving forward.

Close More Deals with Discovery Call Scripts

A successful discovery call is a great conversation that moves the sales further. It requires the perfect combination of hard skills, like researching your persona and setting rules of engagement, and soft skills (active listening, for example). 

If you’re preparing for your first call, consider using a discovery call script as the foundation. As you get more confident, you can customize the scripts to reflect how you like to sell. 

When you’re ready, check out Pclub’s sales discovery script, a collection of 10 proven scripts, questions, and talk tracks to turn discovery calls into customers.