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Get deeper answers from buyers

Steve Richard shares how salespeople can ask deeper discovery questions without making prospects feel interrogated.

Most discovery calls follow the same structure: small talk, basic pain point discussion, a company pitch, and a rushed wrap-up.

That’s not enough. To create real business value, you need to dig deeper—without overwhelming your prospect.

Go beyond surface-level discovery

• Identify the impact of their problem

• Find out how long they’ve been dealing with it

• Ask what they’ve tried before and why it didn’t work

• Learn where it ranks on their priority list

• Understand who else in their buyer group is affected

Make it a conversation, not an interrogation

• Don’t rapid-fire questions like a checklist

• Turn it into a natural dialogue

• Use empathetic connectors to make them feel understood

Use phrases that make them feel less alone

• You are not alone

• I hear that a lot

• If I had a dime for every time I heard that challenge...

• That reminds me of a customer I worked with who had the same issue

Actually care about the prospect

• This isn’t a sales tactic—it’s about helping them solve a real problem

• Guide them in aligning their team’s priorities

• When done right, they’ll want to keep talking because they see value

The goal is not just another call—it’s impact

• When you ask the right questions, you run out of time, not conversation

• Prospects will agree to another meeting because they’re learning something valuable

• The best salespeople don’t just sell—they help create real business results

Set the tone for your sales calls

Chris Orlob breaks down how top sales reps set the tone early to eliminate friction, align with buyers, and stay in control.

Without structure, calls can go off track fast, leading to vague conversations or buyers demanding a demo too soon.

1. Set expectations early

• Don’t rush into business—start with small talk to ease into the conversation

• Transition smoothly by asking, "Do you mind if we talk about the agenda?"

• Use soft language to suggest the plan rather than forcing it

2. Align on three key things

• Objective: What both sides want to achieve from this call

• Agenda: What topics will be covered to reach that goal

• Next decision: What should be decided at the end of the call

3. Make buyers feel in control

• Use phrases like:

  • "Here’s what I had in mind, but let me know if you’d like to adjust anything"

  • "Does that feel fair?"

• Keeps the conversation structured without feeling pushy

4. Ensure a clear next step

• End the call by recapping the key takeaways

• Secure a specific next step on the calendar to prevent ghosting

• Remind them of the agreement set at the start of the call

Framing the conversation properly from the beginning prevents objections like "Just show me the product" and keeps control of the sales process.

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• Ask the right questions

• Stop lazy discovery

• Discovery call guide

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Sales EMT method

Krysten Conner explains how top sellers avoid losing control when a prospect demands a demo too soon. Instead of rushing into a presentation, they follow the EMT framework:

↳ Excavate their pain at the start

• Don't wait until later—surface their challenges immediately

• Use a multiple-choice question to guide the conversation

• Show you understand their world by naming 3 common pain points

↳ Use "The Menu of Pain" approach

• Say: "I talk to [industry] leaders all day. They tell me they struggle with A, B, and C. How much of that sounds like your world? What did I miss?"

• This builds credibility and invites them to correct or expand

• Their answers give you deep insights to tailor your demo later

↳ Match their urgency

• If they confirm pain, lean into it before showing any product

• Ask follow-up questions to make them expand on their challenges

• The more they talk, the more valuable your demo becomes

↳ Teach them to buy

• Once they reveal what really matters, structure the demo around that

• Show specific solutions tied to their biggest struggles

• Keep control—don't just click through slides without purpose

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