Sales processes are either really solid, just about there, or it’s completely terrible. Regardless of which stage you’re at, an actual make or break is the discovery call. This call isn’t just about understanding the needs of the prospect, but it’s also about getting to the emotional side of their pain points. The discovery call is where the magic happens, but why?
Identify Pain Points
Now, when you get on the call with the prospect, it should be your goal to hunt for the pain points or issues that your prospect is facing. Make sense of them, not only to yourself, but to them as well – honesty goes a long way. There will be gaps in their current situation and this is a critical phrase. Don’t ask them to open up about their finances, personal matters, etc. Help them to understand how their current setup/situation is falling short. You’ll be able to position yourself, your service, your product, etc. as the perfect solution for them.
To do this effectively:
- Ask Open-Ended Questions: Allow your prospect to open up more about their challenges and their eventual goals. Instead of the typical “Do you have any current issues?” Try “Can you describe any of the challenges you’re facing?”
- Listen Actively: Don’t just nod in agreement, actually listen to them and probe deeper where you can. This shows you’re engaged in their issues and working to provide a solution.
Build Rapport
Trust has to be developed early. This is all about building trust with empathy and genuine compliments. Drop the small talk. A discovery call will allow you to connect as humans, not just as business owners/decision makers, which can help influence the prospect’s perception of you and your company.
To build rapport:
- Show Empathy: Make sure to display your understanding of their frustration. Small gestures or phrases such as “I can see how that would be frustrating” can take you further than you’d ever imagine.
- Be Genuine: Compliments need to be sincere. Find a specific phrase about their business or approach and compliment it. It’ll show you’ve done your homework, which everyone appreciates. Sometimes at Be Uniic we hear that the company name sticks with said person. Even though this is a small-scale compliment, it still puts a smile on our faces.
- Personal Touch: Remember the details from previous interactions (if had) or comment on something unique about them. This will build a stronger connection.
Motivate Action
While the discovery call is all about finding the issues with the prospects current situation, that shouldn’t turn us away from the ultimate end goal which is to motivate said prospect to take action. Highlight the deficiencies and demonstrate your solution’s value. This’ll help them see the benefits of moving forward with you. If they don’t see the value, they won’t buy… Easy as that.
To motivate action:
- Highlight Deficiencies: You can build out some sort of list of deficiencies easily during this discovery call. It could be pointing out that something is being done incorrectly and more times than not this is huge for the prospect.
- Demonstrate Value: How does your product or service fix the deficiencies you’ve just pointed out? Leverage case studies or testimonials as proof.
- Build Urgency: What are the issues if they don’t fix these deficiencies today? This can help motivate the prospect even further.
Takeaways
A perfect, or even a near perfect, discovery call sets the stage for better outcomes. By pointing out the pain points, building an on-the-spot reputation, and motivating action, you can turn a prospect into a customer. Remember, every single call is an opportunity to keep your brand’s name in the customer’s mouth. Make every call count!
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