{"id":3017,"date":"2017-06-26T16:20:00","date_gmt":"2023-10-18T16:20:44","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3017"},"modified":"2023-10-18T17:35:48","modified_gmt":"2023-10-18T17:35:48","slug":"3-critical-numbers-guide-sales-discovery-calls","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/3-critical-numbers-guide-sales-discovery-calls\/","title":{"rendered":"3 Critical Numbers That Should Guide Your Sales Discovery Calls"},"content":{"rendered":"\n<p>Sales professionals might call them \u201cdiscovery calls.\u201d Leads and prospects might refer to them as \u201cfishing expeditions.\u201d If they\u2019re approached in just the right way, however, that first connection over the phone might best be defined as the beginning of a great vendor-customer partnership.<\/p>\n<p>The right approach begins by making sure reps aren\u2019t going into a call blindly. They need more than the name of the company, the contact\u2019s name and title. Using data about their interests, pain points and preferences based on how they\u2019ve responded to content fed to them via<a href=\"http:\/\/salesforce.com\/ca\/products\/marketing-cloud\/overview\/\"> marketing automation<\/a>, companies can arm their sales teams with everything they need to get off on the right foot. Then, as the relationship takes shape, everything entered in CRM such as<a href=\"http:\/\/salesforce.com\/ca\/products\/sales-cloud\/overview\/\"> Sales Cloud<\/a> helps make the second, third and fourth conversations even more successful, to the point where deals are actually closing.<\/p>\n<p>Besides good data, reps also need to make sure they handle the personal aspects of discovery calls with the appropriate soft skills.<a href=\"https:\/\/www.aa-isp.org\/development\/715\"> A study recently published by the American Association of Inside Sales Professionals<\/a> looked at this in detail, and Canadian sales pros should find the stats equally relevant. Let\u2019s look at a handful in more detail to spell out how you should apply them on your next discovery call:<\/p>\n<h3>11-14: Number Of Questions Top Performers Ask During Each Call<\/h3>\n<p>These are called discovery calls for a reason. Reps should have as much information at their fingertips as possible, but the point of the call is to identify the range of issues a company is going through and position the rep to make a more sophisticated pitch later on. The questions in this case should go well beyond \u201cHow are you today?\u201d If it feels like a lot of questions, use the following list as a sort of cheat sheet to get started and adapt them based on what you already know about the lead:<\/p>\n<ul>\n<li>\n<p><b>What\u2019s the key way you\u2019re learning about your customers\u2019 needs and challenges?<\/b> Your leads have their own discovery process. Understand how they approach it can you can improve how you do it, too.<\/p>\n<\/li>\n<li>\n<p><b>How do you see your customer\u2019s needs changing over the next 12 months?<\/b> Keep the initial focus on their target market, rather than their own firm, and they\u2019ll feel less like a prospect and more like someone you\u2019re actually interested in helping.<\/p>\n<\/li>\n<li>\n<p><b>What tends to be the typical length or your customer\u2019s buying cycle, and what gets in the way?<\/b> Like you, leads and prospects are focused on growth.<\/p>\n<\/li>\n<li>\n<p><b>Are there research sources in your area you tend to trust more than others? <\/b>If they quote statistics to back up their strategy, find out the source &#8212; and integrate it into the content you offer back.<\/p>\n<\/li>\n<li>\n<p><b>When do you typically reassess your strategy?<\/b> Don\u2019t assume budget time is when they allocate for new purchases. There could be seasonal tipping points or other markers in the calendar when you\u2019ll have opportunities.<\/p>\n<\/li>\n<li>\n<p><b>Who are your most important internal allies?<\/b> If you are part of a cohesive team with your marketing, IT and HR departments, discuss it and compare with them. Then see who they need to have in the room to make big decisions.<\/p>\n<\/li>\n<li>\n<p><b>What are the metrics that matter?<\/b> Hone in on how they evaluate performance &#8212; of the organization as a whole, as a department, or how they are assessed by their boss.<\/p>\n<\/li>\n<li>\n<p><b>What are your competitors up to?<\/b> Ask this in a subtle way, but get a sense of how they size up their rivals and to what extent it influences their purchasing patterns.<\/p>\n<\/li>\n<li>\n<p><b>Who tend to be the disruptors? <\/b>The old competitive landscape is changing in almost every industry. Learn who the emerging players are. If they say they\u2019re the disruptor, they might be more likely to be your next early adopter.<\/p>\n<\/li>\n<li>\n<p><b>How do you keep on top of it all? <\/b>Be empathetic and recognize the kind of stress they may be under. Do in a human way that suggests you\u2019re there to support them.<\/p>\n<\/li>\n<\/ul>\n<h3>46:54: Ratio Of Time Sales Pros Spend Listening Vs. Talking<\/h3>\n<p>You may not have a lot of time for the discovery process, and inexperienced reps may decide the only way to make use of those precious minutes is to cram as much of their pitch in as possible. Don\u2019t fall into this trap.<\/p>\n<p>Instead, try some of these techniques to tip the ratio in the other direction:<\/p>\n<p><b>\u201cMmm-hmm.\u201d <\/b>Don\u2019t make it a verbal tic, but using some kind of affirmative pause after they\u2019ve finished talking will give them a chance to keep going rather than have you jump in with your own points.<\/p>\n<p><b>\u201cTell me more about that.\u201d<\/b> You may understand their challenges the moment you hear them, but always dig a little deeper. They might offer details that would otherwise go unsaid and they\u2019ll appreciate being able to articulate things in their own words.<\/p>\n<p><b>\u201cHow could a firm like ours help?\u201d <\/b>The answer may be \u201cYou can\u2019t, at least not right now,\u201d but better to have them state an objection upfront rather than as a rebuttal to something you say later.<\/p>\n<h3>4: Number Of Problems Top Performers Cover Off On Calls<\/h3>\n<p>If you\u2019re focused on selling a specific product or service, you might want to drill down on the typical customer problems for which that product or service was designed. Think more broadly, though, because you never know how interconnected certain issues in a company might be, and how they could lead to a decision to act. Even if you don\u2019t offer anything specific to deal with them, consider discussing what you know about:<\/p>\n<ul>\n<li>\n<p><b>How other customers are attracting, engaging and retaining talent: <\/b>People issues are as common as the weather. Everyone can relate.<\/p>\n<\/li>\n<li>\n<p><b>How digital is changing the game:<\/b> It\u2019s not only different in every sector. It\u2019s different in every business within a sector. Ask about the way mobile, social and other technologies present new opportunities (and maybe some difficulties)<\/p>\n<\/li>\n<li>\n<p><b>Measuring success: <\/b>Remember that earlier question on metrics that matter? This is one of the most difficult areas in every aspect of business. Share your best practices and solicit theirs.<\/p>\n<\/li>\n<li>\n<p><b>Data-driven decision-making: <\/b>No matter what the industry, analytics are becoming as important as intuition, if not more. Have a conversation about where they are on that journey.<\/p>\n<\/li>\n<\/ul>\n<p>Discovery calls should teach you something \u2014 about your customer, but also about yourself and how you can continue to improve as a sales pro.<\/p>\n<p>Learn more ways to help your sales team succeed with our ebook, \u201c4 Steps to Transforming Your Sales Process.\u201d<\/p>\n<p><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/ca\/form\/blog\/sell-faster-smarter.jsp?d=7010M000002MONe\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/transform-sales-process-cta.png?strip=all&#038;quality=95\" alt=\"4 steps to transforming your sales process. Get the ebook\"><\/img><\/a><\/p>\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discovery calls should teach you something \u2014 about your customer, but also about yourself and how you can continue to improve as a sales pro.<\/p>\n","protected":false},"author":1,"featured_media":3019,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[4],"sf_content_type":[],"coauthors":[2],"class_list":["post-3017","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>3 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