What is a Discovery call?
A Discovery Call is a preliminary call between a sales or marketing representative and a potential customer, the purpose of which is to thoroughly explore the customer’s needs, challenges and objectives. This conversation is critical to understanding whether the products or services offered by the company can provide an effective solution. During the call, the representative asks key questions that provide insight into the customer’s business context, the problems they face, their expectations and possible solutions they have already tried.
The Discovery Call also serves to establish a first connection, build trust and determine if the customer is qualified to continue in the sales funnel. In addition, it helps both parties manage expectations and define next steps, such as a formal proposal or product demonstration. It is a crucial step in customizing the company’s offer to the customer’s needs and increasing the likelihood of success in closing the sale.
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Main objectives of a Discovery Call
Understand the customer:
The primary objective of a Discovery Call is to gain an in-depth understanding of the prospect’s needs, challenges and goals. Through targeted questions, the sales representative can discover the pain points the customer is facing and the goals they are looking to achieve. This allows to tailor the sales approach and propose solutions aligned with the customer’s true needs, rather than offering a generic approach. The more detailed the information gathered, the better the ability to customize the offer and demonstrate how the solution can solve the customer’s specific problems.Customer qualification:
Another key objective is to qualify the customer to determine if he or she is suitable to move forward in the sales process. During the call, factors such as budget, timing of purchase, decision authority and actual customer need are evaluated. This allows the company to decide if it is viable to continue with the business relationship or if it is better to focus efforts on other more qualified prospects.Set clear expectations:
It is crucial that both parties have a clear understanding of what can be achieved through the collaboration. The representative should realistically explain what the company can offer and what the possible outcomes are. This avoids any future misunderstandings and lays a solid foundation for a trusting relationship. Setting clear expectations from the outset also allows the client to have a more accurate picture of the value that can be obtained, and helps manage any objections or concerns from the outset.
How to prepare for a Discovery Call
Preliminary research:
Prior to the call, it is critical to thoroughly research the potential client. This includes learning about their industry, the products or services they offer, the size of the company, their position in the market and any available information about their recent challenges or successes. Reviewing their website, social media and relevant publications can provide a solid understanding of their situation. The more you know about the customer, the better you can tailor the conversation to their needs and offer solutions that truly matter to them.Key questions guide:
It is essential to prepare a list of questions that will help guide the conversation and uncover valuable information. These questions should be focused on understanding the customer’s specific problems, their objectives and the solutions they have tried before. Examples of questions include, “What are the biggest challenges you are currently facing?”, “How have you tried to solve these problems?” and “What is most important to you right now?”. These types of questions allow you to effectively steer the conversation and extract key information to customize the proposal.Establish a flexible script:
While it is helpful to have a script to maintain the structure of the call, it is important to be flexible and adapt the conversation based on the client’s responses. A script should include a brief introduction, a series of thoughtful questions, and a closing with clear next steps. However, the key is not to make the call sound too rigid or mechanical. You should be prepared to improvise and delve into specific areas based on what the client brings up. This will allow you to have a fluid and natural conversation, building trust and a more authentic connection.Tools and technology:
Make sure you have all the necessary tools ready before the call. This includes having access to your CRM to record important information, and any additional materials you may need, such as case studies or success stories. If it is a video call, check that your technical equipment (camera, microphone, internet connection) is working properly. Technical preparation ensures that there are no interruptions or inconveniences during the conversation, allowing you to concentrate fully on the client and his or her needs.
How to conduct an effective Discovery Call
Start with a clear and friendly introduction:
The first step to an effective Discovery Call is to create a good impression from the start. Start by briefly introducing yourself and explaining the purpose of the call. Let the customer know that you are there to understand their needs and explore how you can help them. It is important to maintain a friendly and professional tone, so that the customer feels comfortable and willing to share information.Practice active listening:
During the call, the most important skill is active listening. It’s not just about listening to the words, but understanding the background of what the customer is saying. Ask follow-up questions when necessary and show that you are genuinely interested in solving their problems. Avoid interrupting and allow the customer to express themselves fully before offering a response. This practice builds trust and makes the customer feel valued.Ask open-ended, specific questions:
The questions you ask should be designed to elicit as much information as possible. Open-ended questions, such as “What are your biggest current challenges?” or “What do you hope to accomplish in the next few months?” allow the customer to delve deeper into their needs. It is also helpful to ask specific questions related to their particular industry or situation. The goal is to get a clear picture of their problems, priorities and expectations, so you can customize the solution.Personalize the conversation:
As the customer responds to your questions, tailor the conversation to their specific situation. Avoid following a rigid script and instead adjust your approach based on what you discover during the call. If the customer mentions a particular problem, delve into how your product or service can offer a specific solution to that need. This personalization is key to demonstrating that you understand their unique situation and have a suitable solution.Keep the call focused and on time:
While it’s important to be flexible in the conversation, you also need to make sure the call stays within the agreed upon time frame and doesn’t veer off into irrelevant topics. Keep the focus on the main objectives of the Discovery Call: understanding the customer’s needs and assessing whether your solution is right for them. Having a clear structure to the conversation will help you optimize time and avoid distractions.Recap the key points:
Toward the end of the call, make a brief summary of the main points that were discussed. This ensures that both parties are aligned and that there are no misunderstandings. You can say something like, “To summarize, I understand that your main challenges are X and Y, and you are looking for a solution that will help you with Z. Is that correct?” This recap not only reinforces clarity, but also demonstrates that you’ve been paying attention to the important details.Define next steps:
It is critical that the call concludes with a clear action. Define the next steps to move the process forward, whether it’s a second call, a product demonstration or sending a proposal. Make sure both parties understand what will happen next and what the timing expectations are. This gives continuity to the process and keeps the momentum of the initial conversation going.Thank and close with confidence:
Finally, thank the client for their time and willingness to share details about their business. A friendly and confident closing leaves a positive impression and increases the likelihood that the client will continue to be interested in working with you. An example of a closing might be, “Thank you for sharing all this valuable information. I’m confident that we can provide you with a suitable solution, and I’d be happy to follow up with the next steps we’ve discussed.”
With these steps, a Discovery Call becomes an effective tool not only to obtain valuable information, but also to establish a solid relationship from the beginning of the sales process.
Common mistakes and how to avoid them
Talking too much about your product or service: One of the most common mistakes in a Discovery Call is to focus too much on promoting the product or service from the beginning. This approach can make the customer feel unheard and the call loses its main objective: to discover the customer’s needs. Instead, start by listening and asking questions, and only talk about your solution when you have fully understood their problems.
Lack of preparation:
Going into a Discovery Call without having researched the customer is a big mistake. Lack of preparation not only shows a lack of professionalism, but can also lead to ineffective conversations. Customers are quick to notice if you don’t have a basic understanding of their business or industry. Make sure you are well-informed before the call so you can speak with confidence and offer relevant solutions.Not adapting the script according to the conversation:
Another common mistake is following a script too strictly. While having a plan is important, not adapting the conversation based on the customer’s responses can make the call feel mechanical. Listen carefully to what the customer is saying and adjust your approach accordingly. Flexibility is key to showing that you care about their particular situation.Failure to follow up properly:
The Discovery Call does not end when the call ends. One of the most critical mistakes is not following up in a clear and timely manner. Failure to send a recap email or define next steps precisely risks losing the customer’s interest. Prompt and professional follow-up ensures that the customer knows what comes next and maintains the momentum of the initial conversation.Failing to manage the time of the call:
Unnecessarily lengthening the call or veering off into irrelevant topics can exhaust the customer and detract from the purpose of the Discovery Call. It is important to manage time well, staying focused on key points and respecting the customer’s time. If the call is going to be extended, ask the customer if it is okay to continue or if they would prefer to schedule a new conversation.
Conducting a successful Discovery Call depends on both applying best practices and avoiding common mistakes that can sabotage the conversation. The key is to actively listen, personalize the interaction and be well prepared to adapt to the customer’s needs. At the same time, avoid talking too much about your product at the outset, make sure you follow up properly and keep the call focused. These steps will not only make your Discovery Call more effective, but will also increase your chances of success in closing sales later on.
Tips and best practices
Customize the conversation: One of the key factors for success in a Discovery Call is making the client feel that the conversation is fully tailored to their needs. This involves not only researching their industry beforehand but also customizing your questions and solutions during the call. Clients respond better when they see that the seller understands their challenges and is offering a solution that fits their unique situation.
Active listening: While it may be tempting to talk about the features and benefits of your product or service, the initial focus should be on listening to the client. Active listening will help you catch important details and give you the necessary information to offer a more personalized solution. Ask open-ended questions, pay attention to nuances, and show empathy. Avoid interrupting and take notes if necessary to remember key points that may come up later.
Keep the conversation structured but flexible: Having a structure in mind is important to ensure the call is efficient and productive. However, it’s essential to be flexible. If the client brings up a topic that wasn’t in your script but seems important, follow it. Rigidity in the conversation can make the client feel that you’re more interested in following a process than in solving their real problems.
Set clear expectations: From the beginning of the call, make it clear what both the client and you can expect by the end of the conversation. This not only helps manage expectations but also gives the client a clear idea of what’s coming next. Ensure both parties are aligned on the call’s objectives and that the next steps are understood.
Recap and move forward: Once the conversation comes to an end, make sure to recap the key points. This helps confirm that both you and the client are on the same page. Summarizing the client’s challenges and the next steps reinforces your commitment to their solution and shows that you’ve been paying attention. End the call by thanking the client and clearly establishing the next point of contact or action.
Success stories in discovery call
1- Slack and the optimization of internal collaboration.
Context: A global consulting firm was seeking a solution to improve collaboration between its teams distributed across various offices around the world. They had experienced communication issues, with long email chains and difficulties coordinating projects across different time zones. The company expressed interest in exploring internal communication platforms and requested a Discovery Call with Slack.
Strategy during the Discovery Call: The Slack representative conducted prior research, discovering that the company used several unintegrated systems for project management and communication, leading to inefficiencies. During the call, instead of focusing on Slack’s basic features, the representative focused on understanding the client’s workflows, the tools they were using, and the specific problems they were facing, such as lack of synchronization and loss of key information between teams.
Outcome: Thanks to the Discovery Call, Slack was able to offer a customized solution that included the integration of project management tools and the implementation of communication channels for global teams. The company adopted Slack and experienced improved project coordination and a significant reduction in response times between teams, which increased productivity and employee satisfaction.
2- Zoom and the expansion of an educational company
Context: An educational institution offering in-person courses was exploring how to expand into the digital environment due to the growing demand for online education. They were looking for a solution that would enable them to conduct virtual classes with high-quality video and interactive tools to enhance the student experience. The institution requested a Discovery Call with Zoom to assess if the platform could meet their needs.
Strategy during the Discovery Call: The Zoom representative, after researching the institution’s business model, understood that they were looking for a platform that not only facilitated video calls but also offered interactive tools like digital whiteboards, breakout rooms, and session recording. During the call, the representative asked specific questions about class sizes, the types of courses they offered, and how they planned to transition to the virtual environment, rather than simply listing Zoom’s features.
Outcome: Zoom proposed a solution that included advanced features like webinars, automatic class recordings, and interactive tools to enhance student engagement. The educational institution decided to implement Zoom as their main platform for online teaching. As a result, they were able to expand their course offerings globally, increase enrollment, and improve the learning experience through real-time interactions and the flexibility offered by the platform.
References
- The Ultimate Guide to Discovery Calls: 8 Tips and Best Practices
This article details how to prepare, build a good first impression, identify the customer’s goals and challenges, and handle objections effectively. It also provides examples of open-ended questions and how to connect customer pain points with your product features.
Read more : Cognism (Cognism).
Master the Discovery Call: Expert Tips & 20 Example Questions
Here you will find examples of effective questions and how to make a Discovery Call more conversational and less mechanical. It also explores common mistakes and how to subtly add value to build long-term relationships with your prospects.
Read more : Amplemarket(Amplemarket).Sales Discovery Call: Steps, Checklist, Questions, & Template
This guide provides a detailed breakdown of how to structure your Discovery Call, with an emphasis on active listening and the importance of asking open-ended questions. It also provides examples of questions about business challenges and how to customize the solution to the customer’s specific needs.
Read more : Yesware(Sales Engagement Made Easy | Yesware).
Frequently Asked Questions about discovery call
A Discovery Call usually lasts between 20 and 30 minutes. This is enough time to get to know the customer’s needs without going on too long and losing their interest.
The best time is after a prospect shows interest in your solution, but before you make a demonstration or proposal. This allows you to qualify and personalize the conversation to their needs.
Actively listens, validates customer concerns and responds with empathy, offering solutions based on testimonials or similar success stories.
