Sales Discovery: Finding Needs that Drive Buyer Decisions


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Getting prospects to open up and tell you what they need is easy, right? Just ask them and they'll tell you exactly what they want, when they want it and how much they're willing to pay.

Hardly. For any number of reasons, prospects and customers seldom let you know what's on their mind. Sometimes their defenses are up and they're afraid to share information with you. They may think that you'll try to manipulate them if you know too much. Or, maybe they're just not thinking about what they need because they have too many other priorities to worry about at the moment.

Whatever their reasons, you've got your own agenda. You need to find out - fast - whether prospects are worth your time. And if they are, you need to uncover the pain points that keep them up at night - and then help them see your product or service as the remedy for that pain.

The kit contains 3 complete training modules

  1. Discovery: The Five Whys Technique to Uncover Hidden Customer Needs
  2. Connecting With Buyers: Sell More By Selling Less
  3. Stupid Questions: A Smart Selling Strategy

Each of the 3 topics in this kit includes:

  • The short-form "Quick Take" video learning module
  • Handouts for following along and taking notes
  • Discussion Guide to help direct meaningful follow up conversation and reinforce the message
  • Summary Sheet participants can hang by their desks for quick review
  • Quiz  to reinforces the training and allows you to track how well people internalized the concept

Why "Quick Take" modules?

Short-form: Just six to 10 minutes long. Today's adult learners can't sit for extended periods of time absorbing training material.

Single-Concept: Teaching people just one concept at a time vastly increases the likelihood that learning will be retained and deployed successfully. Each program delivers a single "aha moment".

Research-based: Learners that perceive their training as credible drives a higher level of behavior change.

The research says you’ll get high engagement and high knowledge retention if you structure training events in short segments that focus on one, research-based concept, not three, or four or five.

Here’s a summary of what you’ll learn in each of the modules:

Discovery: The Five Whys Technique to Uncover Hidden Customer Needs (8:32)

How can you dig deeper and find out what’s really important to your customer? How can you identify problems that buyers themselves may not even be aware of? How can you find the one critical need that your competitors overlook? In this Quick Take, you’ll learn the Five Whys Technique -- a simple yet powerful tool that helps you conduct more effective discovery and find the buyer’s pain.

Connecting With Buyers: Sell More By Selling Less (9:07)

It’s tempting to barrage prospects with a detailed list of every wonderful feature and benefit your product delivers. Fact is, however, this approach can quickly kill your chances of making the sale. In this Quick Take you’ll learn how to avoid this common trap and find out what we mean by “sell a tree, not the forest.” You’ll also discover the four rules of selling more by selling less and a key mistake that can undermine a high-potential sale.

Stupid Questions: A Smart Selling Strategy (8:10)

Experience is a great asset in sales. But it can also be a liability. Seasoned sales people can get so comfortable with what they do, they fall into the trap of making assumptions about the customer’s needs. In this Quick Take, you will learn: The secret behind “beginner’s luck,” what inexperienced sales reps do that experienced reps sometimes overlook, how to separate “stupid questions” that should be avoided from ones that can enhance your credibility, and the smartest stupid question of all.