In B2B sales, every prospect account in your pipeline involves critical factors that will turn that open opportunity into a closed deal. Uncovering problems that are having significant impact on business helps elevate your solution to high-level decision makers.
Effective discovery helps you evaluate the current state that's driving action. You need to use discovery to get to the negative consequences that are so pressing, your prospect needs to stop them right away.
Uncovering that pain is the first step to your buyers (1) correcting the issue and (2) seeing a return on their investment with your company.
You can improve your ability to dig deep on negative consequences with practice and preparation. In this podcast, Managing Director John Kaplan provides tips on how to truly uncover the business pain that will move your buyer to take action.
