The Importance of Discovery in Sales

I think that what's an easy trap to fall into that I've done many times socially or in my career is that I'm asking lots of questions. My favorite way to do that is adding context for questions. You'll find that somebody's desire to answer your questions increases dramatically when you're explaining to them why you're asking the question and why it's going to benefit them. It should almost feel a little bit more like a coaching call with a prospect where you're guiding them through your questions versus interrogating.