Discovery call: The Art of Understanding the Customer

Discovery call is crucial for understanding customer needs and gathering essential information for deal closing, including the decision-making process.

What is Discovery Call?

A discovery call is the first real conversation a salesperson has with a possible customer. It's where the salesperson asks questions to learn about:

• What problems the customer needs to solve
• What they're trying to achieve
• If the product or service would actually help them

Think of it like a doctor's first appointment - they need to understand what's wrong before they can recommend treatment.

1. Understanding the Customer and Their Needs

A discovery call is exactly what it sounds like - getting to know the customer. It's often the first customer meeting in sales. The primary goal is to identify the customer's problems and see if there's a fit between their issues and your product.

If the customer has an unsolvable problem, further sales activities could waste time for both the sales team and the customer.

2. Gathering Information for Deal Closing

Even if the customer's problem fits our product, we can't immediately make a sale. To close a deal, we need to understand the customer's pain points, budget, interest level, priorities, and timing.

Frameworks like BANT and MEDDIC can help gather this information efficiently.

3. Prioritizing Information for the Next Sales Stage

While it would be ideal to gather all necessary information at once, that's rarely possible. It's best to prioritize the most crucial information for the next sales stage.

Discovery isn't a one-time event but an ongoing process.

4. When Appropriate, Moving to the Next Stage

After the discovery call, move to the next stage if necessary for the sales team and the customer.

For the sales team, additional activities with an unqualified prospect can be a waste. Even if qualified, you need to convince the customer why they should invest more time with you.

Persuade them that their problem incurs high costs and should be a high-priority issue to solve.

Discovery Calls Can Occur Throughout the Sales Process

Discovery calls usually start in the prospecting stage but should continue throughout the sales process. Keep learning about a customer even after they sign on.

Focus on understanding how they use your product and if they need additional features.

Key Points for Discovery Calls

1. Conduct Basic Pre-call Research

At minimum, check the customer's website and LinkedIn to understand their business, the meeting participants, and any history in your CRM.

Identify what you can learn in advance and what to ask during the meeting.

2. Customer > Product

Don't rush to introduce your product during a discovery call. The goal is to understand the customer's problems and show how your product can solve them.

Some customers may have product questions. In such cases, share a brief agenda as you start the meeting, explaining that you'll ask a few questions about their business before discussing how your product can help.

3. Close the Next Step

A discovery call is part of the sales process, and every step should aim to close the next step. Never end a discovery call with just a "thank you," but with a clear action item.

Convince the customer to meet again, set the next appointment, or connect with the decision-maker.

Stages of a Discovery Call

Start (Current State): Define the Problem

Identify the customer's problem and convince them it's a high-priority issue. Questions to ask:

• How much does this problem cost you?
• How often does this issue occur?
• Why do you find this problem challenging?

Problem-Solving Process (Buying Process): Understand the Purchase Process

Once you've identified the problem, understand the customer's buying process, including specific procedures, stakeholders, and an internal champion.

Questions to ask:

• What's your process for implementing new solutions?
• Who makes the final decision?
• When might the adoption process become challenging?

Result (Future State): Return on Spend/Investment

Finally, present what the customer can expect from adopting your product. Be as specific as possible, preferably with numerical data.

• How would you measure ROI?
• What outcomes do you expect from implementing this solution?

After the Discovery Call

Write and Share Meeting Notes

No one can recall every details without meeting notes. Record your notes immediately after the meeting. Also, make sure they're easy for other team members to understand and find key information.

Follow-Up Actions

After the discovery call, send a follow-up email to the customer. Include:

• Product/team introduction materials, meeting recording, proposal, etc.
• Additional materials or persuasive content requested by the customer.
• Next steps and action items that were agreed upon (next meeting schedule, feedback after demo use, connecting with decision-makers, etc.)