When a company wants to do business with another company, it’s crucial that it develops an effective sales strategy. A core part of any successful plan is sales discovery calls, which help a company gauge if a potential customer is worth nurturing with time and resources. Learning about the main goals of this process can help you implement them for your own professional needs. In this article, we discuss what a B2B sales discovery call is and examine its seven primary objectives, including the questions to ask and the steps you need to create a sales discovery call outline.
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What is a B2B sales discovery call?
A B2B sales discovery call is when a salesperson calls a lead to determine if they qualify for additional nurturing as a prospective customer. In this case, the discovery occurs with one business trying to identify if another business is viable as a potential client. Discovery calls usually occur as the last step in the lead generation process because salespeople ask the most important discovery questions to assess the lead’s interest in the offerings. After assessing the contents of the call, the salesperson can more accurately verify if the lead is worth the investment of time and resources.
If the lead is a good fit, then the sales representative catalogs the information they learned about the business client and begins nurturing them. While it’s the final stage in lead generation, the discovery call often serves as the first verbal interaction that the businesses have with one another. However, the marketing team or business development representative might use a lead scoring model to pre-qualify the lead. Discovery calls are qualitative, so representatives ask leads the same questions within a specified framework. It allows them to evaluate each interaction in a manner that is repeatable and objective.
7 key objectives for B2B sales discovery calls
Here are the seven key objectives to consider when conducting or planning for a B2B sales discovery call:
1. Establish organic rapport
Developing meaningful relationships with potential clients is key to successful B2B sales. As such, the product is only as important as your ability to communicate because clients are more likely to buy from you if they like you. Strive to present an organic curiosity about the client, while also demonstrating that you’re likable and well-informed about who they are as a business.
2. Identify difficulties and necessities
Note that not all business prospects are the same. Each one has its own unique challenges. Even if you offer the same product to two similar companies, how they use your solutions can vary significantly. This is why it’s always crucial to ask questions that help you discern the scale and scope of their needs. You can also leverage this information to provide a more personalized experience.
3. Verify the technical components
To provide a solution means that you understand the company’s technical roadblocks if there are any. While some roadblocks are unsolvable because of legal reasons, you can still navigate the other technical hindrances. Surmounting these technical roadblocks means you can provide other businesses with the best possible solutions tailored to meet their specific needs.
4. Clearly define how the process works
Agreeing on a process can often help you move a deal much faster. There are a few elements to consider if you want to define the potential client’s process, such as:
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Identifying executive sponsors
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Identifying key stakeholders
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Discovering the company’s process for new solution purchases
Defining these components helps a sales representative to close deals by continuing discussions with important organizational stakeholders.
5. Assess the urgency of the sale
To determine how sales-ready a potential client is, try to identify what their timeline is for buying. As a replacement for another solution, identify when that contract ends. Find out the person who controls implementation initiatives and whether they have the necessary resources to implement recommended solutions successfully.
6. Discover who the competitors are
It’s always important to determine if certain B2B deals you’re offering have competitors, as this helps you make more informed decisions about how to address the competition. The objective is to win against these different competitors so the client is most likely to choose your solutions. Here are some crucial questions to ask, including:
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How do we compare to other solutions that you have considered?
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What has your experience been with the other solutions?
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Are you considering any other products currently?
7. Create an action plan
Once you’ve finished all the sales discovery calls, determine what your next steps are. Even after a call, the ultimate goal is to move a deal forward. Here are some questions that you might ask at the end of your call cycle:
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When is a good time to follow up on the solutions discussed?
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Is there anyone else on your time that can benefit from seeing the proposed solution?
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Have you read any of the available case studies, or would you like me to send one to you?
Questions to ask on a B2B sales discovery call
Here are some good questions to you can ask the client during a B2B sales discovery call:
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Tell me about your job role and your daily responsibilities
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Tell me about your company
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What are the financial, customer and operational goals for your business?
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What exactly do you need in order to complete your goals?
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What metrics do you focus on primarily?
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Are there any problems you want to solve? If so, what areas are having these issues?
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What do you believe is the source of your problems?
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Are those problems the current priority and why haven’t you addressed them yet?
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What do you think is a viable solution and why?
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What does a successful outcome look like to you?
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Are there any roadblocks hindering your ability to implement a plan?
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What’s your implementation timeline?
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What’s your budget for solving the problem, and where does the funding come from?
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How can I make things easier for you?
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Can I follow up with you at a later date?
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What prompted you to consider our proposal?
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Explain to me what your current process is like.
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Who controls the decision-making process?
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How do you make your decisions?
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How is your business affected when you pick the right solution?
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What would happen if you did nothing and kept every process as it was?
Sales discovery call steps
There are seven key steps to consider if you want to have a successful B2B sales discovery call. Those steps are:
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Practicing and rehearsing for your upcoming call
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Recording your discovery calls so you can review them afterward
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Setting a realistic agenda and getting prospects to agree to a sale
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Setting aside time for the prospect to ask questions
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Presenting your solution as a compelling story
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Closing the deal with confidence and tactfulness
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Coaching and repeating your sales process
I hope you find this article helpful.
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