BY Jessica Helinski
There are certain discovery mistakes that, while common, can be avoided. Sellers just need to be aware of them to avoid hurting their sales. Knowing how to navigate the discovery process helps build credibility and trust. This boosts the chance of moving things forward.
Sales professional Jeb Blount believes that discovery is the most important part of the sales process.
“It is here that you build emotional connections with stakeholders,” he writes.
He adds that it’s also where sellers have the opportunity to gather valuable insights. Unfortunately, it’s also a stage in which reps often struggle. SalesFuel found that nearly a quarter of sellers say discovery questions are a top weakness.
Avoid these common discovery mistakes
According to Blount, sellers tend to focus on question-asking instead of listening. Yes, asking quality discovery questions is important. But asking them is pointless if you don’t pay attention to the responses.
You miss important information that clues you in to the prospect and their business. And without that information, you miss uncovering opportunities where your solution helps.
It can be easy to get caught up in your own agenda. But this is self-serving and won’t help you win the sale, Fast Company points out.
“When you approach a conversation thinking only of your own agenda, your goal is to maneuver and manipulate the conversation.”
And, in addition to missing prospects’ responses, you miss connecting with the buyer. Because you aren’t truly listening, you don’t reach deep levels of engagement. Plus, as Blunt explains, buyers can tell when you’re too focused on your own words.
“When you are not listening, stakeholders know it …The failure to listen destroys relationships fast.”
Avoid this discovery mistake by taking part in active listening. This involves directing your complete attention on the prospect. Make eye contact and ask questions to clarify points. Repeat back what you’ve heard to confirm you understand. Don’t interrupt.
You’ll find with these tips, you will still ask the questions you want. And these questions will help you be prepared to listen as well.
Interrogating
Another one of the most common sales discovery mistakes is interrogating prospects instead of conversing with them. Peppering the buyer with rapid questioning sets the wrong tone. And asking simple, closed questions, without going deeper, hurts your discovery.
Blount writes that sellers easily get caught up in pushing the conversation where they want it to go.
“Salespeople unload an avalanche of closed-ended, and often leading, questions that may come off as imposing, self-serving and manipulative.”
Instead, let the questions you ask open the door for more probing questions or dialogue. This requires a pause after listening and coming up with a thoughtful follow-up. You want to nurture a fluid conversation that invites introspection. Let the dialogue flow and uncover opportunities.
This also, as Blount notes, “disarm[s] your stakeholders, draw them in and lower emotional walls.”
When preparing for discovery, come up with some open-ended questions that you could possibly ask. If you aren’t familiar already, open-ended questions invite more than a “yes” or “no” response. These encourage a more thoughtful response from a prospect.
To get started, take a look at these open-ended questions suggested by SalesFuel.
Not preparing
One of the biggest discovery mistakes is simply not preparing for the discovery session. If you show up without doing research on the prospect, it will be obvious. They’ll notice you didn’t put in the effort to learn about them or their business. This hurts trust-building and your authenticity.
“[You’ll] come off as a hack rather than a professional consultant,” Blount says. “You’ll waste time rather than creating value.”
Avoid this mistake by spending pre-discovery time learning as much as you can. There are a variety of resources out there to use, from social media to AI tools. For guidance, check out these preparation best practices.
Stand out from competitors by avoiding these sales discovery mistakes. You’ll engage deeply with the prospect, learn vital information and establish trust. These will help get you to the next phase and closer to landing the sale.
Photo by Mina Rad