Avoid Salesy - Feel Good
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1 non-salesy tip
"Deals are won in discovery!" Some will even argue, "Always Be Discovering!" I appreciate these sentiments, but they skip over the impact of brand, marketing, and word-of-mouth - to list a few.
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That said, good discovery does matter to win deals. Most get discovery wrong, though - so it often feels forced & salesy. What's missing? An understanding of the emotions at play.
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In this light, here's some ideas that may help in your context.
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- What’s really bugging your prospect? Too often questions stop at the surface level as it's tempting to jump right into solutions. Instead, get to the root (including emotional drivers - e.g., overwhelm, frustration), otherwise the value of your solution won't shine.
- Quantify the business impact, e.g., time, costs, brand, engagement. By quantifying these things, you help your prospect see the bigger picture of what's at stake. Financial impact is a big one - but there are others, and emotions are more powerful than data.
- Tie to larger strategic outcomes. Tactical solutions are fine (and needed); however, tying your solution to the strategic initiatives of your prospect increases the value of your solution. It boosts close rates because you're a must have, not a nice-to-have.
- Organizations have competing priorities. Understanding where your services land against other priorities is critical (the emotions of busyness & overwhelm are always at play). Knowing these internal dynamics helps avoid roadblocks and surprises later on.
- Who cares about this and why? What are the emotions driving them (fear, worry...etc)? People get deals done. You could even say,"emotions get deals done." Helping prospects gently unpack their internal drivers helps justify decision making.
Discovery is often depicted as "get to the pain" and "show the value." This is true, but you really need to understand what's driving the person you're talking to - that will be emotions - this is where deals are closed. Discovery is a very human endeavor.
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I hope these pillars give you some nuggets to incorporate into your own discovery process.
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1 sales principle
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Discovery is a human endeavor
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1 vid
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1 suggestion
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