The Discovery Question Killing Your Credibility (And What to Ask Instead)

You‘ve finally landed that elusive discovery call with a promising prospect after weeks of persistent outreach. The last thing you want to do is sabotage your credibility and rapport with a poorly chosen opening question. Unfortunately, far too many salespeople fall into the trap of asking, "So, tell me about your business."

While this question may seem innocuous, it can actually do more harm than good. In this post, we‘ll explore why "Tell me about your business" is a credibility killer and provide you with alternative questions that will showcase your expertise and genuine interest in your prospect‘s success.

Why "Tell Me About Your Business" Falls Flat

On the surface, asking a prospect to tell you about their business may seem like a logical way to kick off a discovery call. However, this question has several inherent flaws that can undermine your credibility and derail the conversation:

1. It reveals a lack of research: In today‘s digital age, there‘s no excuse for not conducting basic research on a prospect‘s company before a discovery call. Asking such a broad, generic question suggests that you haven‘t taken the time to familiarize yourself with their business, industry, or unique challenges.
2. It‘s self-serving: When you ask a prospect to tell you about their business, you‘re essentially asking them to educate you without providing any immediate value in return. This can make the conversation feel one-sided and leave the prospect questioning your ability to offer relevant solutions.
3. It fails to differentiate you: "Tell me about your business" is a cliché opening line used by countless salespeople. By relying on this tired question, you miss an opportunity to set yourself apart and demonstrate your expertise and strategic thinking.

How to Prepare for a More Impactful Discovery Call

To avoid falling back on generic questions like "Tell me about your business," it‘s crucial to properly prepare for your discovery calls. Here are some key steps to take:

1. Research the company: Dive deep into the prospect‘s company website, social media profiles, and recent news or press releases. Look for information on their size, product offerings, target market, competitive landscape, and any major milestones or challenges they‘ve faced.
2. Identify key stakeholders: Use LinkedIn and the company‘s website to identify the key decision-makers and influencers within the organization. Take note of their roles, responsibilities, and any shared connections or interests that could help you build rapport.
3. Review industry trends: Stay up-to-date on the latest trends, challenges, and opportunities within the prospect‘s industry. This will allow you to ask more informed questions and position your solution as a valuable tool for navigating industry-specific hurdles.
4. Tailor your approach: Based on your research, craft a set of targeted, open-ended questions that demonstrate your understanding of the prospect‘s unique situation and show a genuine interest in their success. Avoid generic or self-serving questions that could undermine your credibility.

Alternative Questions to Jumpstart Your Discovery Calls

Now that you know why "Tell me about your business" falls flat and how to prepare for more impactful discovery calls, let‘s explore some alternative questions that can help you build credibility and rapport:

1. "I noticed on your website that you recently launched [product/service]. How has that been received by your target market, and what impact has it had on your overall business strategy?"
2. "Your industry has been facing [specific challenge] in recent months. How has your company been navigating this issue, and what solutions have you explored so far?"
3. "I see that you have a strong presence in [geographic region]. What unique opportunities or challenges does this market present for your business, and how do you plan to capitalize on them?"
4. "Your company‘s mission statement emphasizes [value or goal]. How does this guiding principle influence your decision-making process when it comes to [relevant business area]?"
5. "I read about your recent [milestone or achievement]. Congratulations! How do you plan to build on this success and continue driving growth in the coming year?"

By asking targeted, insightful questions like these, you demonstrate that you‘ve done your homework and are genuinely interested in the prospect‘s unique situation. This approach helps build trust and positions you as a knowledgeable, value-adding partner rather than just another generic salesperson.

Building Rapport and Navigating Objections

Of course, asking the right questions is just one piece of the discovery call puzzle. It‘s also essential to focus on building rapport and navigating any objections or challenges that may arise during the conversation.

To build rapport, start by finding common ground with your prospect. This could be a shared connection, interest, or experience that you uncovered during your research. Use this as a springboard for a more personalized, engaging conversation that shows your human side and helps the prospect feel more at ease.

When it comes to objections, the key is to listen actively and respond with empathy and understanding. Acknowledge the prospect‘s concerns and ask clarifying questions to better understand their perspective. Then, focus on highlighting how your solution can help address their specific pain points or challenges, using relevant examples or case studies to illustrate your point.

Real-Life Examples of Effective Discovery Calls

To bring these concepts to life, let‘s look at a couple of real-world examples of successful discovery calls:

1. The IT Services Provider: Before a discovery call with a potential client in the healthcare industry, an IT services salesperson thoroughly researched the prospect‘s company and identified a recent data breach that had made headlines. During the call, the salesperson asked, "I read about the data breach you experienced last month. How has this incident impacted your approach to cybersecurity, and what steps are you taking to prevent future breaches?" This question demonstrated the salesperson‘s knowledge of the prospect‘s specific challenges and opened the door for a meaningful discussion about the company‘s IT security needs.

2. The Marketing Automation Specialist: A marketing automation specialist preparing for a discovery call with a fast-growing e-commerce company noticed that the prospect had recently expanded into a new international market. To kick off the call, the salesperson asked, "Congratulations on your recent expansion into the European market! How are you currently adapting your marketing strategies to account for different cultural preferences and consumer behaviors in this new region?" By showing an understanding of the prospect‘s latest business developments and asking a targeted question, the salesperson was able to have a productive conversation about the company‘s marketing automation needs in the context of their global growth strategy.

In both cases, the salespeople‘s well-prepared, insightful questions helped them build credibility, establish rapport, and uncover valuable information about the prospects‘ needs and goals.

Key Takeaways and Next Steps

Asking a prospect to "tell you about their business" may seem like an easy way to start a discovery call, but it can actually do more harm than good. By revealing a lack of research, being self-serving, and failing to differentiate yourself, this question can quickly undermine your credibility and derail the conversation.

To lead more effective discovery calls and build stronger relationships with prospects, focus on:

• Conducting thorough research on the prospect‘s company, industry, and unique challenges
• Crafting targeted, open-ended questions that demonstrate your expertise and interest in the prospect‘s success
• Building rapport by finding common ground and showing your human side
• Navigating objections with empathy, understanding, and relevant examples of how your solution can help

By implementing these strategies and continually refining your approach based on feedback and results, you‘ll be well on your way to mastering the art of the discovery call and establishing yourself as a credible, value-adding partner to your prospects.

So, take a moment to review your current discovery call process and identify areas where you can improve. Start by replacing "Tell me about your business" with more targeted, insightful questions that showcase your expertise and genuine interest in your prospects‘ success. With practice and persistence, you‘ll soon see the impact of this shift in your sales conversations and overall results.