A discovery call is the process of determining whether or not a buyer is a good fit for you and your business. By understanding the buyer’s business goals from the very onset, you can adjust your selling strategy as necessary going forward. Continue reading to find out how to conduct the perfect discovery call.
Plan ahead
As with any business meeting, planning is key. Before you even pick up the phone, there are a number of factors you must consider ahead of time. Avoid asking questions that you can find the answer to online. By planning ahead, you can focus on asking situational questions that will reveal exactly what the buyer is thinking and how they are likely to respond. By familiarising yourself with their role within the company, what content they are engaged with, and their wider industry or sector as a whole, you can tailor your questions accordingly. In the lead-up to the discovery call, it may even benefit you to research company news, mutual board members or investors, and competitive analysis.
Qualify
In order to qualify your buyer, you must ask the right questions. Your ultimate goal during this step should be to uncover background information and facts to determine whether or not they are likely to be a good fit for you and your business. Examples of qualifying questions include: What is your process for X? Have you established a budget for X? How does X impact your business as a whole? You must, however, avoid asking too many questions and avoiding rapid, quick-fire questions. Your buyer will feel overwhelmed and is unlikely to proceed with the duration of the discovery call as a result. Space out your questions if and when possible and only ask questions that will aid your decision-making process.
Build rapport
In order to receive honest answers, you must aim to build rapport as soon as possible. Before you delve into the discovery call, it may benefit you to provide the buyer with a brief summary of how the call is likely to pan out. You should also ask them if there is anything they would like to discuss with you. This not only lets them know that you value their input but allows you to foster mutual communication from the very onset. As well as asking them what they feel must be discussed in order to consider the meeting successful, you should also aim to reference key snippets of information you uncovered during your research if and when you can. Examples include congratulating them on a recent company-wide accomplishment or referencing a recent blog post or article they contributed to. Once you are comfortable with the process of conducting a discovery call, it may benefit you to compile a spreadsheet of conversation starters to aid future calls.
Unearth poor performance
During the discovery call, you should aim to unearth examples of poor performance and provide an example of how your product can add value. For example, if they briefly mention that they are dissatisfied with the results of an ongoing project or a company-wide protocol, you should respond with follow-up questions to source a solution. These questions should focus on what is likely to happen if these projects or protocols fail or how easily results can be improved either internally or externally. When it comes to unearthing poor performance, your webcam can be a great asset. By reading the buyer’s emotions and facial expressions in real-time, you can match their body language and respond with the appropriate response. Your buyer may even be unaware they have a problem.
The final hurdle
If you are confident that you have piqued your buyer’s interest, you must find out how much they are willing to invest in your solution. By asking questions that explore the consequences of their problems, you can find out how deep their pain points really are. This can also allow you to adjust your strategy going forward and instill a sense of urgency. By asking how much money they are wasting on ineffective solutions, how much poor performance is affecting the workforce as a whole, and how much this has contributed to missed opportunities within the company, you can tap into your buyer’s feelings and evoke an emotional response. With your buyer in a vulnerable position, you must reassure them you are listening to them and that you understand and can relate to their pain.
A discovery call is a great opportunity to gain a better understanding of the business needs of a client. But before you get stuck, there are a number of tips and tricks you must familiarise yourself with ahead of time. By doing so, you can learn to conduct the perfect discovery call and maximise potential profits in the long run. Making a first-time customer gives a strong footing for turning them into a repeat customer, who will come back again and again because your product or service continually meets their needs and expectations. A strong footing doesn’t guarantee their custom, but there’s always the next challenge to meet head-on.
