BY Jessica Helinski
The sales discovery meeting continues to be an important part of the process. How sellers handle this step has an impact on how the sale progresses–or doesn’t.
“A sales discovery meeting can be the gateway to a long…happy relationship with a new customer,” Steli Efti writes.
“But only if you do it right.”
Even the most veteran sellers should revisit how they conduct these meetings. Buyers evolve, and sellers’ efforts should as well. Today’s buyers don’t have the time to be sold to. They want to hear the value you can offer from the very beginning.
Effective sales discovery meetings have structure
Structuring your meeting ensures you’re hitting the vital steps while keeping the prospect engaged.
You may think following a structure comes across as too stiff and formal. And sellers may feel like “winging” leads to a more natural conversation. But in reality, structure is necessary to keep things on track, including the seller, Peter Meyer explains.
“The strange irony of a call plan is that it equips you to be more flexible in your sales approach.”
And this structured plan should always start with research. Pre-call research is essential because it gives you the knowledge needed to be a true consultant. You’ll go into the call knowing the prospect, their business, their industry, and their pain points.
It also immediately demonstrates that you took time to learn about them, which shows authenticity.
But research shows sellers aren’t doing this. SalesFuel’s Voice of the Sales Rep study, when doing pre-call research, only:
- 30% of sellers research the tendencies of their ideal customers
- 35% review a prospect’s website
- 36% stay up-to-date on the prospect’s industry
- 25% look at the prospect’s social media
With just some basic research, you can stand out from the competition. For tips on how to effectively research leads, take a look at this guidance.
Start your plan with research and rapport
Another element of successful sales discovery meetings is going in with clear goals. There’s likely a lot you want to accomplish. But without defined objectives, you risk forgetting key points or getting sidetracked.
As Efti advises, “Identify your goals, order them by priority, and aim to accomplish them throughout the meeting.”
Once you’ve prepared, plan to begin the meeting with some ice-breaking. Rely on your research to establish a connection with the prospect right away.
If you share common ground, mention it. Or bring up something you learned about their company or industry. This initial connection is important to establishing rapport, which helps keep them engaged.
And this “tells them that you’re not just there for the bottom line,” Efti explains.
“You’re there to develop a relationship that’s built to last.”
And remember, it doesn't have to take much time. Spend a couple of minutes conversing casually, then, guide the discussion to the meeting.
Share a roadmap and ask questions
Take a quick moment to outline what the prospect can expect during the meeting. This is a nice courtesy that they will appreciate, Meyer writes.
“Create a roadmap for the meeting, highlighting the big picture and the value they’ll get from chatting with you,” he adds.
Once you’ve done that, it’s time to hit the heavy stuff. Address whatever topics needed to achieve your goals. Ideally, this will involve question-asking. This is the best way to get valuable information.
And open-ended questions are the most effective. Why?
“They encourage the prospect to provide detailed answers, giving you deeper insights into their needs and challenges,” Koyos writes.
Not sure where to start? Consider these hard-hitting questions that invite thoughtful responses.
Respond to objections and set next steps
Most likely, you will hear at least one objection from the prospect. Your research and knowledge of your solution should help you answer them confidently. And no matter what the objection, always listen and acknowledge what they’re saying. This small act of empathy matters.
Close out the sales discovery meeting by clearly outlining a next step. This final part is important in order to move forward. And it doesn’t have to be a big action. It could be as simple as a follow-up call.
And emphasize the value of the next step, Efti notes.
“Help them understand how this next step will benefit them, and they’ll be more likely to show up.”
For more tips on making the most of your discovery sessions, take a look at this other advice from SalesFuel.
Photo by The Jopwell Collection