How Top B2B Account Executives Run Discovery Calls
Mastering discovery calls is key for B2B Account Executives to close deals and hit targets.
Here are the top strategies used by successful AEs to run effective discovery calls:
The Anatomy of a Successful Discovery Call
Start with an Open-Ended Question
Top AEs begin their calls by inviting prospects to share their thoughts freely:
"Hey [Name], appreciate you joining the call today. Would love to start learning about your key priorities. Mind sharing what brought you to [Company Name]?"
This approach immediately focuses on the prospect's needs.
It sets a collaborative tone for the conversation.
💡According to a study by Gong, top-performing salespeople talk for 46% of a call. The average performers speak for 68%.
This shows the importance of letting prospects do more of the talking.
For more advanced techniques on mastering cold calling, check out my guide on mastering cold calling techniques.
Focus On Priorities and Challenges
After establishing the initial context, skilled AEs dig deeper into specific issues:
"You mentioned [pain point] was difficult. Can you tell me more about that?"
This targeted follow-up demonstrates active listening.
It encourages prospects to elaborate on their challenges.
"The key to successful discovery calls is not in the questions you ask, but in how well you listen to the answers." - Anthony Iannarino, B2B Sales Coach and Author
💡Research shows that sales reps who ask between 11-14 questions during a discovery call have a 74% higher success rate than those who ask fewer.
Highlight Differentiation
Once priorities are clear, AEs transition to showcasing their solution's unique value:
"Based on your priorities of [X] and [Y], here's how [Company Name] is uniquely positioned to help..."
This tailored approach increases relevance and impact.
💡A study by Corporate Visions found that 74% of buyers choose the sales rep who was first to add value and insight.
Tease The Demo
To build interest, top AEs often include a brief demo:
"Let me show you our platform quickly and one way we could help with your priority of [X]."
Keeping this demo short (under 5 minutes) maintains engagement.
And it leaves prospects wanting more.
💡Research shows that successful sales calls have a talk-to-listen ratio of 43:57.
Set Clear Next Steps
Effective AEs always end calls by establishing clear next steps:
"It seems like there's potential here. Based on that, do you mind if I recommend the next steps? [Insert next steps and their value]. Do you have your calendar open?"
This proactive approach keeps the sales process moving forward.
💡Studies show that 80% of sales require 5 follow-up calls after the meeting.
It emphasizes the importance of setting clear next steps.
Advanced Techniques for Maximizing Discovery Call Impact
Quantifying Pain Points
Help prospects visualize the financial impact of their challenges.
This makes the value proposition more tangible.
"The best salespeople are like doctors - they diagnose before they prescribe. Use your discovery call to truly understand your prospect's pain points before offering solutions." - Mike Weinberg, Sales Coach and Author
💡According to Gartner, 75% of B2B buyers say their purchases are very complex or difficult.
Active Listening
Pay attention to subtle cues like pauses or tone changes.
It will help you reveal untold concerns or priorities.
Storytelling
Use relevant anecdotes or case studies.
It will help you create stronger connections and illustrate real-world impact.
Challenging the Status Quo
Adopt a challenger sales method to reframe the prospect's thinking.
And position your solution as a high-ROI investment.
💡Research by CEB (now Gartner) found this:
Sales reps who challenge their prospects' thinking and provide new insights are 2.5 times more likely to be high performers.
Understanding Workflows
Ask prospects to walk through their current processes step-by-step.
This will uncover inefficiencies and highlight improvement opportunities.
A study by Salesforce found that 82% of top-performing sales professionals adapt their sales approach to the situation.
💡For a complete guide on finding and winning new customers, check out 'The Ultimate Sales Prospecting Checklist' - your ticket to closing more deals in 2024 and beyond.
Preparation: The Key to Discovery Call Success
David Brock, author of "Sales Manager Survival Guide," emphasizes the importance of preparation:
"The quality of your discovery is directly proportional to the quality of your preparation. Do your homework, know your customer's business, and come prepared with insightful questions."
Research the Prospect
Before the call, research the prospect's company, industry, and role.
This knowledge allows you to ask more informed questions and show genuine interest.
Create a Customized Agenda
Develop a tailored agenda for each discovery call.
Focus on the prospect's specific industry and potential pain points.
Share this agenda with the prospect before the call to set clear expectations.
"Preparation is the key to confidence. The more prepared you are for your discovery calls, the more confident you'll be, and the better impression you'll make on your prospects." - Trish Bertuzzi, Founder and CEO of The Bridge Group
To learn more about researching prospects effectively, read my article on 12 proven strategies to research TAM for sales success.
Building Rapport and Trust
Jill Konrath, sales strategist and author, notes:
"Trust is the foundation of all business relationships. In discovery calls, it's not just about what you ask, but how you ask it and how well you listen."
Start with Small Talk
Begin the call with a light conversation to set a personal connection.
This helps put the prospect at ease.
It also creates a more comfortable atmosphere for open discussion.
Use Mirroring Techniques
Mirror the prospect's tone, pace, and language to build rapport.
This technique can help create a sense of familiarity and trust.
"In discovery calls, your goal should be to make your prospect feel understood, not to prove how smart you are." - David Brock, Sales and Marketing Consultant
Handling Objections During Discovery
Anticipate Common Objections
Prepare for typical objections in advance and have thoughtful responses ready.
This preparation allows you to address concerns and keep the flow of the conversation.
Use the "Feel, Felt, Found" Method
When faced with an objection, acknowledge the prospect's feelings.
Relate to how others have felt in a similar way.
And share what those others found after using your solution.
"Objections in discovery calls are not roadblocks, they're opportunities. They give you a chance to better understand your prospect's concerns and address them head-on." - Jeb Blount, Sales Acceleration Specialist
For more insights on turning rejections into opportunities, see my post on how to embrace rejection in sales.
Leveraging Technology in Discovery Calls
Use Screen Sharing Effectively
Use screen sharing to guide prospects through relevant information, enhancing engagement and understanding.
💡Research shows that visual aids can improve learning by up to 400%.
Set Up Conversation Intelligence Tools
Use AI-powered conversation intelligence platforms to analyze calls.
Example: Gong, Echo AI, Qualtrics
This will provide insights on talk-time ratios, question quality, and areas for improvement.
💡A study by Forrester found that companies using AI in sales increase their leads by 50% and reduce call time by 60-70%.
For recommendations on the best equipment for clear communication, check out my guide on best headphones for sales professionals.
Post-Call Follow-Up and Analysis
Send a Detailed Summary
After the call, send a comprehensive summary of the discussion.
Include key points, agreed-upon next steps, and any extra resources you promised.
Run a Self-Assessment
Reflect on your performance, identifying strengths and areas for improvement. Consider recording calls (with permission) for more detailed analysis.
"The discovery call is just the beginning. Your follow-up is where you demonstrate your commitment to solving your prospect's problems." - Lori Richardson, B2B Sales Growth Strategist
Ongoing Improvement
The discovery doesn't end with the initial call.
Continue asking probing questions throughout the sales process.
And refine your approach based on feedback and results.
The key is to focus on the prospect's needs, show real interest, and explain how your solution solves their problems.
I hope that helps,
Hakan.
💡Boost your sales game now - Get 'The Ultimate Sales Prospecting Checklist' and start closing more deals today!
For more tips on improving your sales performance and staying up-to-date with the latest industry trends, check out my other articles on sales strategies and career development.
P.S. Don't miss our weekly roundup of premium remote sales jobs for the latest high-paying and low-stress opportunities.
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In the next section, exclusive to my Premium subscribers, you'll discover:
Industry-specific question sets that uncover hidden pain points
Advanced objection handling techniques to turn skeptics into believers
Real-world case studies of multi-million dollar deals won through stellar discovery calls
Psychological insights to read prospects like a book and adapt in real-time
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Part 2: Exclusive To Premium Members
Advanced Discovery Call Tactics:
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