Only 20% of sellers say they prepare sales discovery questions based on research prior to making calls. This finding, from SalesFuel’s Voice of the Sales Rep study, reveals that not many reps are taking full advantage of prospect insights to tailor their conversations.

The share of sellers who skip preparing research-​backed questions is highest among Gen Zers, with only 19% reporting that they do. In contrast, at least 30% of millennials, Gen Xers, and baby boomers prepare questions based on research.

This may be due to lack of experience. Younger reps may not realize the boost in engagement and insights they can get from hard-​hitting, relevant questions.

Sales discovery question prep is also low among those working at smaller companies (with employees numbering 50 and fewer). Likely, lack of time is a factor, as small-​company employees are stretched thin.

How do poor sales discovery questions lead to missed opportunities?

For the majority of sellers who don’t prep sales discovery questions for calls, they’re missing opportunities to engage and learn.

Buyers want to hear from salespeople who demonstrate knowledge about their businesses. 60% of buyers in the B2B BuyerSCAN study say product knowledge and the ability to achieve goals top seller attributes.

If sellers are instead asking generic questions that don’t resonate with a buyer, a clear needs gap emerges. It will become clear that the rep didn’t invest time to understand the buyer, their business or how their solution might help.

Plus, the reps won’t know if the prospect will be a good fit, leading to wasted time with unqualified leads.

But asking the right questions can be a win-​win for both buyers and sellers.

How to generate relevant discovery questions

Asking the right questions can achieve a lot. You demonstrate your genuine interest in helping the buyer, building trust immediately. And you gain deeper insights that help qualify, and possibly help, prospects.

“Discovery should be intentional,” according to ASLAN Training.

“Before the call, reps need to define what they want to learn — and why it matters.”

Do research

Crafting thoughtful and personal questions means putting in the pre-​call work. If you haven’t developed a pre-​call research process, Cognism recommends getting started with the following:

• Visit the prospect’s company’s LinkedIn page.
• Check out the prospect’s LinkedIn page, looking into their recent activity, groups, etc.
• Check the About Us page on the company’s website to learn about its story and leadership.
• Look for recent news about the company (announcements, events).
• Be sure to take notes about important details, such as their location, the technology they use, their customers, and competitors.

For more guidance, take a look at these tips to optimize your process. 

Let research guide question-writing

Use the insights you get to build a list of questions that are clear, relevant and purposeful. As ASLAN Training notes, reps should understand each question’s intent.

And as Director of AdMall Sales Denise Gibson points out, questions should not invite a simple yes or no response.

“Open-​ended discovery questions let prospects share their priorities and challenges,” she says.

“This gives us insights to tailor solutions rather than guessing what they need.”

Consider using AI for assistance

30% of sellers say they tap into AI when doing customer intelligence research. So why not use the tool when crafting sales discovery questions? AI can take research you’ve done, and with helpful prompts, inspire ideas for questions.

This can be especially helpful for time-​strapped sellers. Just keep in mind best practices when working AI.

Stand out with smart prep

Your competitors aren't doing the work. Preparing thoughtful, research-​driven sales discovery questions isn’t just good practice, it’s a proven way to stand out. Sellers who invest time before the call are the ones most likely to earn trust, uncover pain points and close deals.

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