每次探索电话中都要问的六个不可协商的问题
IT'S ABOUT BUSINESS IMPACT. CONTENTS INTRODUCTION:GENERIC QUESTIONS KILL DEALS BOTTOM LINE HIT YOUR CUES:STRUCTURE FOR SUCCESS DISCOVERY QUESTIONS KEEP IN YOUR BACK POCKET NTRODUCTON GENERICOUESTIONSKILLDEALS LWHAT KEEPS YOUUP AT NIGHT?11IS OFFICIALLY RETIRED everyone else? They ask questions that reveal the actual cost of doing nothing.That's where deals are won. GENERIC ANSWERS. "What keeps you up at night?".→"Just trying to hit our numbers." showing them the value of where their problems lie."Shane Hegde, Co-Founder and CEO of Air . "What's your budget?" -→ "We're still figuring that out." PART IHITYOURCUES Discovery calls are more than the 20 minutes spent learning about prospects' needs.The first and last few minutes? Those are your opportunities to build real trust and confidence. STACK THE DECK IN YOUREIRST9OSECONDS SHOW YOU'VE ACTUALLY DONE YOUR HOMEWORK: STRUCTUREFORSUCCESS THE BEST DISCOVERY CALLS FOLLOW A NATURAL PROGRESSION: BRIEF, RELEVANT OPENINGBuild rapport through research, not small talk VALUE DEMONSTRATIONShow how you solve their specific problems Explain what you'll cover and why it matters to them Quick proof you can deliver what you promise The whole point of this guide Never end without clear momentum CHOOSE BASED ON WHAT THE CONVERSATIONNEEDS.03 PART 2:HE 6 NON-NEGOTABLDISCOVERY QUESTIONS OPENNG TAEHONVERSATON INDERSTANDINGTHERREALTV "WHAT'S YOUR PROCESS FOR [CHALLENGEYOUR PRODUCT SOLVESI TODAY? CAN YOUWALK ME THROUGHIT STEP-BY-STEP?" LWHAT BROUGHT YOU TO[COMPANY] TODAY?11 OUTBOUNDMEETING WITH ME TODAY?11 Why this works: When prospects describe their own inefficient process out loud, they reinforce for themselves why they need change. You're just the facilitator.Potential momentum killer: Responses that read as "lt's fine, just a bit manual" or "t works well enough" The follow-up that digs deeper: "When you say 'a bit manual,' what does that actually look like day-to- of vendor calls and ask why they made time for this one.Potential momentum killer: Inbound: "just browsing" or "My boss told me to look into this"Outbound: "You reached out to me" or "l had a free slot" What this does: Transforms vague complaints into specific instances of wasted time and frustration. The follow-up that digs deeper: "I appreciate that. What's changed in your businessrecently that made this worth exploring now versus six months ago? What this does: Uncovers the triggering event or urgency behind their interest. 3.FINDING THEBREAKINGPONT CALCULATINGTHE COST "WHEN DID YOU FIRST REALIZE THISWAS BECOMING A PROBLEM?" "WHAT HAPPENS TO YOUR TEAM'SPRODUCTIVITY IF THIS PROBLEMPERSISTS FOR ANOTHER OUARTER?I Potential momentum killer: "lt's been this way forever" without specifics revenue, missed opportunities, and competitive disadvantagePotential momentum killer: "We'll manage" or "Things will stay about the same' The follow-up that digs deeper: "Can you tell me about a particular moment or incident where The follow-up that digs deeper: "Help me understand the domino effect here. When your What this does: Gets them to relive the frustration and remember why change matters. goals become harder to hit?"What this does: Forces them to connect today's inefficiency to tomorrow's missed targets. CHECKINGDRGANIZATIONALALGNMENT SETTINGUPNEXTSTEPS "LOOKING AT THE CLOCK, WE HAVE A FEWMINUTES LEFT, DO YOU MIND IF WE TAKE AMOMENT TO ALIGN ON NEXT STEPS? A PRIORITY THIS IS, WHAT WOULD THEY SAY?" Why this works: Respectfully transitions to action while there's still time to handle questions or concerns. No awkward scramblingPotential momentum killer: "Send me some information and I'll think about it" The follow-up that digs deeper: "Absolutely. Based on our conversation, what specific Potential momentum killer: "They'd probably say it's important" (vague, unconvincing) What this does: Transforms a brush-of into a roadmap for moving forward. The follow-up that digs deeper: "Have you had specific conversations with them about this? Can you What this does: Either confirms existing support or shows exactly what needs to happen to get it. PART 3 BONUS:6QUESTIONSTOKEEPNVOURBACKPOCKET Identifies additional stakeholders early [solution category]?"Reveals ideal future state when they're too solution-focused gets deprioritized, what are the two or three mostlikely reasons?'Uncovers hidden obstacles and competing priorities Reveals what matters beyond price Surfaces objections from people not on the call "What was running through your mind as I was sharing that?" PERMISSIONTO SHAREPROBLEMS TRANSFORMDESIRESINTOREASONS GO DEEP,NOT WIDE [common challenge] is a real headache. Is thatsomething you're dealing with too?" making automation critical right now? drivers, not feature wishlists. PART 4 SIGNAL YOU WANTREAL ANSWERS LDISCOVERY ISN'T ABOUTFOLLOWING A SCRIPT -IT'S ABOUT GENUINE CURIOSITY... YOU HAVE TO CRAFT A SHANEHEGDE,CO-FOUNDERANDCEOOFAIR DETAILED RESPONSES:
