The best sales teams have learned that to make it in this buying environment, discovery is critical. Often, companies have a sales pitch or product demo lined up for the first meeting with their potential buyer. This is a massive (and common) mistake.
The first thing your buyer needs to know about your company is that you can be trusted. Beyond that, once you have established a relationship with the buyer you have the chance to guide him through the sales cycle.
Here are a few essential tips to keep in mind with any discovery call:
- Leave your product demo at the door – It is tempting, in an initial meeting with a buyer, to lead by explaining what you have to offer. Although you may have something great to give, a pitch falls on deaf ears if discovery has not yet taken place. Why would they believe that you know what their company needs if you have not asked?
- Connect with the person – Chances are, you have something in common with your buyer. Find common ground and recognize the similarities. Seeing commonalities will help him feel at ease and trust you as you lead him throughout this process.
- Genuinely listen – When you are able to set aside distractions and focus on listening amazing insights surface. Open-ended questions draw out the buyer so that they can offer a perspective on the company that you may have never considered. A fresh understanding can guide the conversation and affect your later proposal.
- Dig deeper – As you listen, you might hear your buyer say (or leave out) something that you want to ask more about. In this case, it is essential to ask a follow-up question that can reveal important buyer opinions about the company that may not have surfaced otherwise. Some areas in which it is useful to dig deeper: the current state of the company, the ideal state, their personal interests, and the way the company works.
- Distinguish between “Needs” and “Wants” – Learn what the business needs and what the leaders desire. This distinction helps you to include the most important solutions in your proposal. A company is far more likely to reject a proposal that only addresses wants as opposed to one that addresses all of their needs.
Download our Discovery Note Taking Sheet as a tool to help refine your discovery process.
Want to collaborate with us? Call NuGrowth today at 800-966-3051. We would be happy to have a conversation.