Preparing for Discovery Calls using the Six Whys

Photo by Miguelangel Miquelena / Unsplash

Preparing for a sales meeting can be nerve-racking, especially if you're targeting a key account. But if you prepare well, you can anticipate objections before they arise. Here's how:

The first step to easing your nerves is to set a clear agenda for the call. Commit to achieving a specific outcome by planning what will take place in the first, middle, and last part of the meeting, and how you'll lead the prospect through their buying experience in a way that's helpful for everyone.

In my experience watching discovery calls, conversations often go off-track when the sales representative relinquishes control. That's why setting an agenda is helpful to set the tone for the conversation. It's even better to discuss the agenda with the prospect at the beginning of the call, to ensure you're both aligned on what you want to get out of the meeting.

In addition to setting an agenda, thinking about the Six Whys outlined in the book "The Science of Selling" by Dave Hoffeld can help you feel more prepared. The Six Whys are:

Why Change? Why is the prospect considering a change or a new solution?
Why Now? What is driving the timing of the prospect's decision to buy?
Why Your Industry? Why is the prospect interested in your particular industry?
Why Your Company? Why is the prospect considering your company specifically?
Why Your Product? Why is the prospect interested in your product or service?
Why Buy? Why is the prospect motivated to make a purchase at this time?

By committing prospects to these six whys, you're more likely to close the sale. Often, deals fall through because one of the six whys wasn't addressed properly. But by thinking about what could stop the prospect from committing to your solution/industry/budgetary constraints, you can decrease the odds of blind spots.

Make a list of potential objections a company could have against your solutions based on the six questions above, and see how competent you are in countering and preventing those objections before the call. Remember, chances only favor the prepared mind.