The Art of Deep Discovery

Discovery is the soul of Selling. It is the most important and rushed aspect of Sales. ~ Avnish Datt.

What is Deep Discovery?

One of the most fascinating aspects of the Hollywood classic, Twelve Angry Men, was the protagonist masterfully asking questions to ‘discover’ the truth. And not just the truth, but the entire context around it. By the time the movie ends, a group of hurried and prejudiced jurors turn their initial thesis on its head. How does that happen? It is just the art of discovery at play – one man asking questions with curiosity, empathy, insight and sharpness. Over 90 minutes, he chips off assumptions, stereotypes, biases and false connections.

Two things differentiate deep discovery from normal discovery. One, the seller co-discovers, along with the buyer, things that even the buyer either didn’t dwell on or wasn’t conscious of. Two, the seller subtly and gently engages in ‘reframing reality’.

Doing Deep Discovery provided the best possible Return on Sales Time invested.

Deep discovery in sales functions similarly. We delve deeper than surface-level needs to understand.

Aspirations, challenges and frustrations: What are the high-impact issues that engage the buyer? What are the metrics and KPIs they are chasing or missing? Uncover the real problems that impact their bottom line and success.
Decision-making dynamics: Who are the real influencers? Is there a champion who can advocate internally or hidden stakeholders with veto power? Map out the buying committee and understand their drivers and agendas.
The urgency behind the need: Is this a “nice to have” or a “must-have”? What’s the cost of the status quo? Unearthing this urgency helps you frame your solution as critical to their success.

Why Deep Discovery?

Deep Discovery equips your salespeople to become partners in growth through problem-solving. It enables the seller to “unconceal” the value and impacted drivers. This approach leads to sharper qualifications, larger deals, deeper customer relationships, and, eventually, sustainable business growth.

It lays the foundation for a sales motion in which you and buyers align on a shared context of the current state, problems, and aspirations. This results in a textured alignment regarding the critical Whys (Why This? Why Now? Why Us? and Why This Was This Way?).

Result? Value-based relationships are far more purposeful sales motions and are relationships of trust, transparency, and an amplified sense of urgency and action.

Sharpened Focus and Improved Win Rates:

Exactitude Pursuing: Deep discovery acts like a sieve. By uncovering the true needs and challenges, you weed out unqualified leads. Sellers spend less time chasing dead ends and focus on prospects where there is alignment of need, value of our offering, and urgency to act.
Value-led Solution: Deep discovery helps the seller develop a thorough understanding of the customer’s context, needs and aspirations, challenges and history – including the personal wins. With all these, it becomes very likely that the seller is able to coach the internal team to craft a proposal that has an easy appeal to the buyer and a great fit with the buyer’s context.

Increased Deal Size; Customer Retention and Growth:

Unearthing Hidden Needs: Deep discovery reveals problems the prospect might not be fully aware of. By showcasing how your solution addresses these underlying issues. You can meaningfully expand the scope and deal value.
Long-Term Partnerships: Deep discovery fosters trust and a deeper understanding of the customer’s business. You become a trusted partner, building a long-term, strategic partnership. This translates to higher customer lifetime value.

Strategic Advantage and Competitive Differentiation:

Deep discovery provides valuable customer intelligence. You learn about industry trends, competitor weaknesses, and potential new market opportunities. This empowers you to make informed strategic decisions and gain a competitive edge.

Deep discovery is not just about intuition; it’s about leveraging data. Customer data, industry reports, and competitor analysis all inform your questioning and help uncover deeper needs, giving your sales team a data-driven advantage.

Deep Discovery transforms your sales team from order takers to strategic partners. This translates to higher revenue, stronger customer relationships, and sustainable growth for your company.

Attitudes, Behaviours, and Being for Deep Discovery in Sales

Deep discovery isn’t just a set of questions; it’s a whole new approach to sales. Deep discovery requires a specific mindset and approach. It requires set of attitudes, behaviours, and “ways of being” that sets successful deep discovery salespeople apart.

Attitudes:

Curiosity: A genuine interest in understanding the prospect’s world, their challenges, and their goals.
Customer Centricity: A belief that the customer’s success is paramount, and your role is to be a problem solver, not just a product pusher.
Open-mindedness: A willingness to listen without judgement and consider different perspectives.
Strategic Thinking: The ability to see the bigger picture and how your solution fits into the prospect’s overall business strategy.
No fear of uncovering objections: Objections are opportunities to understand the prospect’s concerns and tailor their solution accordingly.
Comfortable with Silence: Deep discovery involves asking open-ended questions and allowing space for thoughtful responses.

Behaviours:

Active Listeners: Carefully attend to the prospect’s verbal and nonverbal cues. Employ probing inquiries and recapitulate to confirm comprehension.
Data-Driven Inquiry: Utilize pertinent data and industry insights to frame your inquiries and reveal underlying needs.
Consultative: Approach prospects as partners, not just someone to sell to. Understand their business and offer solutions that address their specific needs.
Challenge Assumptions: Do not take what the prospect says at face value. Respectfully probe for underlying needs and motivations.
Storytellers: Craft a compelling narrative that connects your solution to the prospect’s specific challenges and desired outcomes.

Ways of Being:

Authentic: Build trust by being authentic.
Patient: Deep discovery takes time. Be patient, allow conversations to unfold organically, and avoid pressuring for a quick close.
Passionate: Enthusiasm for your product and its potential impact on the customer’s business is contagious and fosters a positive buying experience.
Learner for life: A learner for life is inherently curious and always seeking new knowledge and understanding. It is essential for asking insightful questions and uncovering hidden needs during deep discovery conversations.

Overall, a deep discovery salesperson embodies a “seeker” mindset. They seek to understand the customer’s world, challenges, and aspirations. They ask tough questions gently and challenge assumptions to uncover the real needs beneath the surface. Deep Discovery fosters trust builds enduring relationships and ultimately leads to successful sales outcomes.

A Salesperson’s Blind spots

Salespeople can encounter common pitfalls that hinder their success, such as excessive talking, the “itch to pitch”, price-led selling, using deal sweeteners etc.

Underdo:

Deep Discovery: Many salespeople focus on quick pitches and presentations, neglecting to truly understand the prospect’s needs. Deep discovery dives deeper, uncovering hidden challenges and opportunities for a more tailored approach.
Building Relationships: Some prioritise the close over building trust. Focusing on long-term relationships through open communication and genuine interest fosters loyalty and repeat business.
Active Listening: Talking to prospects instead of genuinely listening to their concerns and goals is a missed opportunity. Active listening helps salespeople understand the prospect’s situation and craft compelling solutions.

Overdo:

Interrogatory Discovery: Sellers often do discovery by asking a barrage of questions. Deep Discovery uses organic and easy conversations and asking artful questions.
Features and Benefits Dump: Focusing solely on product features and benefits can overwhelm prospects. Instead, connect features to the prospect’s specific needs and how they solve their problems.
Talking too Much: Salespeople who dominate the conversation can miss valuable insights. Let the prospect talk and ask insightful questions to guide the conversation.
“Always Be Closing” Tactics: Pressuring for a close too early can backfire. Focus on building trust and demonstrating value throughout the sales process.

Not Enough Of:

Data-Driven Approach: Sales intuition is valuable, but data can provide deeper insights. Analyse customer data and industry trends to inform your sales strategy and target the right prospects.
Storytelling: Facts and figures tell, but stories sell. Craft a compelling narrative that connects your product or service to the prospect’s desired outcome and emotional drivers.
Following Up: Many leads go cold due to lack of follow-up. Develop a consistent follow-up strategy to nurture leads and stay top-of-mind with prospects.

By emphasising deep discovery, relationship building, and data-driven strategies, your sales team can become more effective and achieve sustainable growth.