It’s a mistake I see again and again. Sales leaders coach reps to set up a discovery call early on, gather their required info, and then it’s smooth sailing to closed-won... right?
Except it doesn’t always go that way. A brand new objection pops up weeks into negotiation. Or a decision maker you didn’t know about shows up and kills your “for sure going to close” deal.
This is especially bad in Q4 when everyone is in “let's circle back in the new year” mode.
If you've ever watched a promising deal fizzle out or wondered why your team struggles to move prospects through the pipeline, it's time to rethink your approach to sales discovery.
Losing deals despite “thorough” discovery calls is such a common issue that I knew we had to tackle it as part of our End Q4 Strong mini-series. We tapped Lucas Rabinowitz, AVP of Global Sales Development and Commercial Sales at CHEQ (and one of our favorite Pocus customers!) for his tactics.
Lucas has coached his team on how to run high-impact discovery processes that have boosted conversion rates by over 40%.
Today, I’m sharing a sneak peek of Lucas’s advice. To get more, sign up for End Q4 Strong. Starting today through December 5 we’re sharing daily sales coaching to help you close the quarter above quota and kick off 2025 with even more skills. The advice is all pre-recorded and sent to your inbox via email - no day-long webinars to attend!
Let’s dive into Lucas’s top five tips for high-impact discovery…
1. Get alignment with business initiatives
Most sales reps fall into the same trap: they identify a specific problem and immediately try to pitch their solution. When reps stop discovery too early, focusing only on the initial problem they can attach their product to, they lose sight of the bigger picture.
Instead of focusing narrowly on your product, zoom out and understand the broader business context. Executives aren't thinking about which specific tool they need. They're focused on moving key performance indicators (KPIs) and driving strategic initiatives.
During the discovery phase, get as much clarity as possible on the top business priorities. What’s keeping the exec team up at night? Where are they focusing their efforts for the next 6 months to a year? From there, connect your solution to their high-level objectives. Go beyond being a point solution and show how you can impact these broader business outcomes.
Pro Tip: If you can't articulate how your solution connects to a boardroom-level initiative, you're probably not going to close the deal with an exec.
2. Let your prospect tell their story
The most powerful discovery calls aren't interrogations – they're conversations that uncover the human experience behind business challenges. Lucas recommends a simple yet powerful technique: ask questions that invite the prospect to tell a story about their problem.
Go beyond the typical discovery questions to get at the emotional context behind the business need. Get curious and ask your prospect things like:
- How did you first notice this issue?
- Who discovered this problem?
- What were you doing or working on when you realized this was a problem?
- Was this something you discovered or did your boss bring it up?
The magic happens when prospects relive the moment they first encountered their problem. They’re reminded of how frustrating or difficult the situation is and why they need a solution. You're not just gathering information, you're creating an emotional connection. As Lucas pointed out, “People want to feel heard, and they want to feel like they're having an experience that is understood by their rep.”
3. Map out all of the alternatives, not just competitors
A go-to move in discovery is leaning on a competitive battle card and listing all the reasons your product is better. The problem is you’re not competing against other brands. Your real competition is any choice a customer can make other than going with you. That includes doing nothing or killing the project entirely.
Lucas shared a story of a CHEQ rep who was working on a deal with a prospect experiencing a high click-fraud rate on their digital ads. This is a problem CHEQ is well-equipped to solve, so the rep was surprised when the deal fell apart. Ultimately, though, the rep didn’t lose the deal to a competitor; they lost because the customer lost faith in digital advertising altogether and shut down their campaigns.
Lucas recommends using the BATNA strategy, or “Best Alternative to a Negotiated Agreement.” Most reps tunnel vision on their own solution, forgetting that prospects have multiple ways to solve their problems.
Considering a customer’s BATNA forces reps to think through all of the options outside of their direct competitors, including internal workarounds, investing in alternative strategies, and simply doing nothing. By understanding all potential solutions, you position yourself as a true strategic partner.
4. Master the art of expectation setting
Your discovery call should be a fine-tuned script, not a meandering conversation. It can be easy for reps (especially new ones) to skip the basics on calls. The key to getting the information you need is crystal-clear communication from start to finish:
- Set the table with a clear agenda and objective upfront. It can feel strange at first being so direct, but the customer knows you’re a salesperson and you’re here to sell.
- Be transparent about what your sales process looks like. Use “usually” or “typically” statements to talk customers through the process.
- Give customers very prescriptive next steps. Don’t end the call by putting the ball in your customer’s court with “So, how do you want to move forward?”
Some sellers try too hard to be low-pressure, but end up being vague. Being direct is your superpower. Prospects appreciate clarity and hate ambiguity. Own your role as a sales professional who's there to help them make a decision.
5. Know your numbers
Numbers don't lie – they're your best friend in refining your discovery process. Reps should track their conversion metrics so they know how they’re performing and if they’re seeing improvement.
Not sure what “great” looks like? Get metrics for the top-performing reps on your team and try to match or beat them. These numbers will tell you more than generic sales rates you find on Google or LinkedIn. If your organization doesn't provide these metrics, be the person who requests them. As Lucas says, "You'll sound smart, and people will appreciate it."
High-impact discovery isn't about having a perfect script. It's about developing a mindset of genuine curiosity, strategic thinking, and customer-centric problem-solving. Transform discovery from a checkbox activity (“held call”) to a strategic conversation that creates real value for your prospects. Then keep that conversation going throughout the sales process.