by John Way

Discovery calls are your first opportunity to connect with prospective clients and gain insight into their needs and expectations. They allow businesses and buyers to assess whether there is a mutual fit before diving deeper into solutions or proposals. 

But with the average B2B discovery call being 36 mins, how do buyers and sellers quickly get all the answers they need?

That’s why knowing how to maximize your time can be a game-changer and can make the rest of the buyer’s journey easier.

Four types of buyers

Buyers are coming to you because they are searching for a new solution or because something hasn’t worked for them in the past. Categorizing them allows tailored interactions, creating stronger connections right from the start.

1.Novices

Novices may come armed only with basic knowledge. They haven’t tried a solution to their problem yet and they’re new to considering what you offer. Approach these calls with patience, using educational tactics to introduce concepts without overwhelming them. Reduce friction for them by clarifying terms and simplifying your language. Focus on building confidence as they navigate decision-making for the first time.

2.DIYers

DIYers have struggled to fix their problem themselves. They bring mixed emotions—sometimes frustrated, other times eager to learn more. In these conversations, highlight how your services can alleviate the burden of maintaining a DIY solution and add value where they felt challenged previously. Address past struggles directly while presenting comprehensive solutions that resonate with their experiences.

3.Disgruntled

Disgruntled buyers have been unhappy with previous service providers, making them hesitant during discussions. Use empathy to address their pain points, actively listening to understand where their previous solution fell short. When outlining your value proposition, focus on how your services specifically meet their unfulfilled needs. Contrast their past disappointments with your offerings.

4.Outgrowers

Outgrowers have experienced satisfaction with prior solutions but now require more extensive offerings. They’re seeking progression and improvement beyond what they currently have in place. When engaging with outgrowers, confidently outline how your services expand upon existing arrangements, paving the way for continued growth.

Plan effective pre-call questions

Crafting the right questions prior to discovery calls ensures you determine which type of buyer you are planning to meet.

Consider implementing a brief pre-meeting questionnaire focused on determining which category best fits the prospective client. Ask questions like:

‣ Have you used an agency/product for similar services before (Y/N)?
‣ What prompted you to seek our assistance now?
‣ How satisfied were you with your previous solution?

Keep your questions simple and consider using multiple-choice formats, ensuring responses are quick and easy to provide. Each answer reveals essential details, equipping you with the necessary background for a productive discovery call. 

Plus, as responses trickle in, you’ll recognize common patterns within different buyer types to help refine how you present your offerings.

Explore tools, attend workshops, or consult resources that equip you for continual improvement. Together, let’s create engaging experiences for your prospects, paving the path toward rewarding collaborations. Join the GHGN email list to hear about events and opportunities designed to help you flourish in your business.

Our guest blogger this month is John Way. John is the Founder and Product Owner of Pipelineapp.io, a B2B SaaS platform that helps companies streamline and automate customer-intake processes to eliminate the constant back-and-forth. John also leads a chapter of B2BSalesMagic in the GHGN.

John has 20+ years of experience architecting and implementing enterprise systems and processes for both Fortune 100 clients and small businesses. His systems has won numerous industry awards, including the ITSMA, Gold Marketing Excellence Award for sales enablement. His passion is helping people and organizations work smarter and grow faster.

John graduated from Texas A&M University with a BS in Computer Science and is Sandler Sales certified. He lives in Dallas with his wife, and they enjoy cooking, relaxing in the backyard, and watching cats on YouTube–because he’s allergic.