The Audible-Ready Sales Podcast How Discovery Helps the Customer
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Apr 16, 2024 Sales expert John Kaplan discusses the importance of two-sided discovery in sales conversations, emphasizing the need to meet customers where they are. Key topics include on-ramps to customer conversations, filling three buckets in every conversation, and observing customer engagement levels. The episode highlights the value of effective discovery for both salespeople and customers.
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Make Discovery Two-Sided
- Discovery must be two-sided so the customer learns as well as the seller.
- When customers reach their own conclusion about a problem, they rarely argue with it.
Use Pain And Consequences To Create Urgency
- Ask questions that lead the customer to feel the pain and own the problem to create urgency.
- Use negative consequences to deepen urgency but avoid coming across as adversarial.
A Seller Who Loves Good Discovery
- John says he's the easiest person to sell to when discovery is done well and will 'slow dance' with a good seller.
- He contrasts that with horror when discovery is done poorly for both buyer and seller.