Start discovery before your sales call begins

Krysten Conner recently posted about a unique strategy Salesforce’s top Enterprise AEs use to make a strong impression in their first meetings with executives. The key? Start discovery before the meeting even begins.

Here’s how it’s done:

5 pre-meeting discovery steps for AEs

1. Survey the exec’s team on LinkedIn
   Use LinkedIn Sales Navigator to find active team members and send personalized messages about outcomes, not features. Ask about challenges and insights on approaching the exec.

   • In the meeting, it might sound like: “After speaking with a few of your team members, it seems AE-created pipeline is a priority. What risks do you see around pipeline for the next few months?”

2. Review their customer stories
   Look at their customer case studies to understand target segments and challenges. Notice any pain points or gaps.

   • In conversation: “Great to see top brands like Gong and Drift on your platform. With renewals tightening in SaaS, what are the biggest churn risks you’re watching?”

3. Use RepVue & Glassdoor for team insights
   Check Glassdoor reviews and RepVue for team performance and morale data. Search for themes on challenges and success rates.

   • In conversation: “I found some feedback from reps about pipeline challenges. What are your thoughts on attainment and retention risks over the next few months?”

4. Read product reviews on G2 and Capterra
   Scan reviews for common issues like customer service or integrations that align with your product’s strengths.

   • In conversation: “Your customers seem to love your product on G2, though some want more time with their CSMs. Is that a top focus area for your team?”

5. Watch exec’s speeches & podcasts
   Look for any themes or personal stories that reveal their focus. Reference these to kick off a thoughtful conversation.

   • In conversation: “On Kevin Dorsey’s podcast, you mentioned sales and marketing alignment. How are you prioritizing risks like deal velocity with your marketing team?”

This level of preparation not only impresses executives but immediately sets AEs apart by showing deep understanding and a strong point of view.

How to position your solution as a priority

In his blog post, Nate Nasralla emphasizes that selling effectively means aligning your pitch with the buyer’s top priorities—not just their problems. Here’s how to tailor discovery questions and messaging to elevate deals to a priority level for your buyer.

1. Determine priority levels in discovery calls

When probing for needs, classify where your solution fits in the buyer’s hierarchy:

• "The Meeting": You’re the main agenda item, addressing a critical issue.

• "In the Meeting": You’re part of the discussion but not central.

• "After the Meeting": A low priority, where you risk being dismissed as less urgent.

2. Ask high-level questions to uncover priorities

Dig beyond problems to find the real blockers. Use questions that rank your prospect’s pain points against other projects or concerns:

• "Which issues would the team prioritize over this one in upcoming meetings?"

• "What other projects are currently taking priority?"

This approach lets you gauge if your solution will be given attention or sidelined.

3. Use internal "trigger phrases" to speak their language

When you learn the specific language or phrases the prospect’s team uses—such as goals or project nicknames—reflect these in your message. This signals alignment with their goals, not just your product’s features:

• Ask, "Are there any phrases or goals the team repeatedly references?"

• Phrase your benefits as a direct contribution to their established priorities.

4. Write a clear, targeted problem statement

Craft a problem statement that hooks the buyer and clarifies the importance of your solution in relation to their big-picture goals. This is especially critical in competitive environments where attention is limited:

• Example: For a CRO focused on net revenue retention (NRR), frame your solution as enhancing customer loyalty, not just improving sales efficiency.

5. Emphasize the "approach," not just the product

Sell the strategic approach that leads to the buyer’s goals, rather than the product itself. This broadens your relevance and aligns you with the buyer’s larger objectives:

• Show how your approach supports their roadmap and doesn’t lock them into a single method.

Secrets of a top AE's discovery call

In a LinkedIn post, Mike Gallardo, breaks down how a top-performing AE on his team achieves a 37% win rate through effective discovery calls.

Here’s his approach:

What he avoids:

1. Showing up late.

2. Asking questions like an interrogation.

3. Holding back on pricing.

4. Skipping a platform demo.

5. Coming in unprepared.

6. Relying too much on open-ended questions.

7. Leaving next steps uncertain.

What he does instead:

1. Shares pricing upfront: Gives a pricing range on the first call, so prospects know what to expect.

2. Uses "bucket" questions: Demonstrates expertise with specific questions like, “Most CXOs I talk to prioritize [priorities]; is that true for you?”

3. Recommends next steps clearly: Outlines specific next steps and their value.

4. Listens actively: Pauses to dig deeper when prospects mention something important.

5. Summarizes key points: Reflects back what he’s heard to confirm understanding and ensure the prospect feels heard.

6. Shows a quick platform demo: Gives a short teaser demo to build interest and lead into next steps.

7. Schedules the next call live: Confirms the next meeting on the spot, avoiding back-and-forth emails.

8. Focuses on buyer’s priorities: Skips a checklist approach; instead, keeps the conversation centered on the buyer’s goals.

9. Matches buyer urgency: Aligns his pace with the buyer’s needs, speeding up when necessary.

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