The best salespeople know you should understand your customers first to close a deal. And how do you do that? Asking the right questions!

If you don't know what your customers need, how can you offer them the perfect solution? Sales discovery questions can help you understand what makes potential customers tick, what problems they're facing, and how you might be able to help.

This blog will explore what sales discovery questions are, why they're so important, and how to use them to boost your sales game.

What Are Sales Discovery Questions?

Imagine you're a detective trying to solve a mystery. You wouldn't just walk in and start telling everyone about your detective skills, right? No, you'd ask questions to gather clues. That's exactly what sales discovery questions are all about.

During a typical discovery call, top-performing salespeople ask between 11 and 14 questions, while average performers ask only 6 to 8 questions.

Sales discovery questions are the questions you ask your potential customers or prospects to determine if your product or service is a good fit for them. They're like the first chapter in your sales story, where you're getting to know your prospect and their needs.

These questions will help you:

1. Understand your prospect's situation: What's happening in their business now?
2. Identify their pain points: What problems are they facing?
3. Discover their goals: What are they trying to achieve?
4. Learn their decision-making process: How do they choose new products or services?

These questions are open-ended. That means they can't be answered with a simple "yes" or "no". Instead, they encourage your prospect to open up and share more information.

For example, instead of asking, "Do you need a new software system?" you might ask, "What challenges are you facing with your current software system?" See the difference? The second question invites your prospect to share more details, giving you valuable insights.

Sales discovery questions don't aim to jump straight into selling your product. They're about understanding your prospect so well that you can tailor your pitch to their needs later.

The Basics of Asking Good Discovery Questions

58% of buyers say their sales meetings aren’t valuable, and that’s usually because reps don’t dig deep enough into their needs. 

Asking good discovery questions changes that. It helps you learn what matters to prospects, making your conversations more useful and building better relationships.

These three rules will help you get the most out of your conversations and build better relationships with your prospects. Let's break them down:

1. Keep it simple and conversational

Imagine you're chatting with a friend at a coffee shop. That's the vibe you want to aim for when asking discovery questions. Don't sound like a fancy business guru—just be yourself!

Use everyday language that's easy to understand. For example, instead of asking, "What are the primary obstacles impeding your progress?" try asking, "What's getting in the way of reaching your goals?"

You're having a conversation, not conducting an interrogation. Keep things relaxed and friendly. This will help your prospect feel comfortable opening up to you.

2. Use open-ended questions

Open-ended questions are your secret weapon in sales discovery. These questions can't be answered with a simple "yes" or "no." They invite your prospect to share more information and give you deeper insights.

For instance, instead of asking, "Do you like your current supplier?" try, "What's your experience been like with your current supplier?" 

The first question might get you a quick "yes" or "no," but the second could lead to a goldmine of information about what the prospect likes or doesn't like about their current situation.

Open-ended questions often start with words like "what," "how," "why," or "tell me about." They give your prospect the freedom to share what's most important to them, which might reveal needs or pain points you hadn't even considered.

3. Listen more, talk less

The best salespeople aren't always the best talkers—they're the best listeners. When you ask a discovery question, you must listen to the answer. 69% of buyers say that the most important thing a salesperson can do is listen to their needs

Fight the urge to present your solution immediately. Instead, give your prospect time to think and respond fully. Sometimes, the most valuable information comes after a brief pause.

Show that you're listening by nodding, maintaining eye contact (if you're meeting in person), and taking notes. You can also use follow-up questions based on what they've said to dig deeper. 

For example, if they mention a challenge they're facing, you might ask, "How has that affected your team's productivity?" The more you listen, the more you'll learn, and the better equipped you'll be to offer a solution that meets their needs.

What Discovery Questions to Ask During Your Sales Call

Every sales call is like a unique puzzle, and discovery questions are your tools to piece it together. You should select the right questions to ensure a productive sales call. Let's dive deeper into the types of discovery questions and how to use them effectively.

1. Questions to Kick Things Off

These questions are your conversation starters. They're designed to make your prospect feel comfortable and get them talking. Think of them as the appetizers of your sales conversation— light, easy to digest, but setting the stage for what's to come.

Examples:

• "Tell me a bit about your role in the company."
• "What does a typical day look like for you?"
• "What are the main goals you're focusing on this year?"
• "How long have you been with the company, and what changes have you seen?"
• "What's the most interesting project you're working on now?"

These questions show genuine interest in your prospect as a person, not just a potential sale. They help you understand their day-to-day reality and what's important to them. This information can help you tailor your pitch later on.

Pro tip: Listen carefully to their answers. If they mention a challenge or goal, make a mental note—you'll want to circle back to this later.

2. Questions to Uncover Pain Points

Once you've broken the ice, it's time to dig deeper. These questions help you understand the challenges your prospect is facing. They're like a doctor's examination—you're looking for the symptoms to prescribe the right treatment.

Examples:

• "What's your biggest challenge in your role right now?"
• "How is [specific problem] affecting your team's productivity?"
• "What happens if this issue isn't resolved soon?"
• "What's keeping you up at night regarding your business?"
• "If you could wave a magic wand and fix one thing in your process, what would it be?"

These questions help you identify where your product or service might be able to help. They also show the prospect that you're genuinely interested in solving their problems, not just making a sale.

Pro tip: When a prospect mentions a pain point, dig deeper with follow-up questions. For example, if they mention a productivity issue, ask how it's impacting their bottom line or team morale.

3. Questions About Current Processes

Understanding how your prospect currently handles things gives you valuable context. These questions are like taking a tour of their current setup to see where your solution might fit in.

Examples:

• "How are you currently managing [specific process]?"
• "What tools or systems are you using right now?"
• "What works well in your current process? What doesn't?"
• "How long have you been using your current solution?"
• "What would you change about your current process if you could?"

These questions help you understand the prospect's current situation and how your solution might improve it. They also give you insight into potential obstacles to implementing your solution.

Pro tip: Listen for mentions of competitor products or homegrown solutions. This can give you valuable information about what the prospect values in a solution.

4. Questions About Decision-Making

These questions help you understand the decision-making landscape in the prospect's company. They're like creating a map to guide you through the sales process.

Examples:

• "Who else is involved in making decisions about [your product/service area]?"
• "What criteria do you usually use when choosing a new [product/service]?"
• "What was the process like last time you implemented a new solution?"
• "How does your company typically evaluate the success of a new implementation?"
• "What's the typical timeline for making decisions on investments like this?"

These questions give you a roadmap for moving the sale forward. They help you identify key stakeholders, understand the decision-making process, and anticipate potential roadblocks.

Pro tip: Use this information to plan your next steps. If you know the decision-makers, you can prepare materials addressing their specific concerns.

5. Questions About Goals and Aspirations

Finally, you should understand what success looks like for your prospect. These questions help you understand where your prospect wants to go so you can show them how to get there.

Examples:

• "What are you hoping to achieve by solving this problem?"
• "If we were having this conversation a year from now, what would need to have happened for you to feel it was a successful year?"
• "How would solving this problem impact your personal goals within the company?"
• "What would be the ideal outcome of implementing a new solution?"
• "How does this project fit your company's larger strategic goals?"

These questions help you align your solution with your prospect's vision of success. They also show that you're interested in their long-term success, not just making a quick sale.

Pro tip: Use the answers to these questions to frame your solution regarding the prospect's goals. Show them how your product or service can help them achieve their vision of success.

Mastering the Art of Sales Discovery Questions

Asking the right questions isn't just about gathering information—it's about building relationships, understanding your prospects' needs, and positioning yourself as a trusted advisor.

As you start using these discovery questions in your sales calls, remember that practice makes perfect. Don't be discouraged if your first few attempts feel a bit awkward. Like any skill, asking effective discovery questions takes time to master.

Keep your questions simple and conversational. Use open-ended questions to encourage detailed responses. Listen more than you talk. Adapt your questions based on the prospect's responses. Always aim to understand your prospect's goals and pain points.

The goal isn't just to make a sale—it's to provide a solution that truly helps your prospect. You're setting the stage for a win-win relationship by asking thoughtful discovery questions.

Ready to Take Your Sales Skills to the Next Level?

If you've found this guide helpful and want to enhance your sales techniques further, Lunas has covered you! We offer many expert resources to help sales professionals like you succeed in a competitive market.

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• Avoiding Common Sales Mistakes & What to Do Instead
• The Sale Process: What to Offer and What You Will Get
• Exploring the Sales Pipeline: Your Ultimate Guide to Boosting Revenue

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