The Discovery is the most important part of the sales process for it is in the Discovery that the client will give you a roadmap that will lead you to the sale. The 4 purposes of the Discovery are as follows:
- Find the Dominant Buying Motive: What 3rd level emotional need will be met by buying your product
- Find the Problem: Why is your product of more value than the price you are asking? What problem are you meeting that they currently have?
- Find Future Objections: A good Discovery will allow you to find out about the objections that will be brought out later. This gives you time to answer the objections before they are even raised later.
- Self Discovery for the Prospect: Many times our prospects really do not know what they need and it is in the discovery that they will reveal to both you and themselves why their needs
Every Discovery should accomplish these 4 things and once the Discovery is mastered the closing rate will dramatically rise. Most of the time when I work with sales people that are struggling one of the first things I look at is the Discovery because if an adequate Discovery is not conducted the sales person does not know how to present his or her product. As the Discovery helps us understand how to sell because we cannot sell into we know what they prospect needs and will buy...
