The sales discovery process: Strategies to drive more conversions

This article was originally published in December 2017 and has been extensively updated in March 2025 for accuracy and freshness.

What is sales discovery? 

Sales discovery is an important step in the sales process that helps qualify prospects and uncover their pain points. Like how a doctor wouldn’t prescribe treatment without a thorough diagnosis first, a sales rep wouldn’t pitch a solution without a proper discovery call. This call ensures that sales reps engage with the right customers and provide tailored solutions that fit the modern needs of businesses. With the rise of AI and data-driven insights, modern sales discovery has evolved to be more efficient and effective. 

Why sales discovery matters for sales success 

A good sales discovery call sets the stage for entire sales lifecycle. Effective sales discovery can improve conversion rates and ensure time is spent on the right, qualified leads. On the other hand, poor or rushed discovery can result in lost deals and wasted efforts. 

Research indicates that implementing structured qualification frameworks, such as BANT (Budget, Authority, Need, Timeline), can lead to measurable improvements in win rates. For instance, a sales team might see their win rate increase from 25% to 28% after implementing BANT. 

The 8 pillars of an effective sales discovery process 

In this section, we’ll explore eight key pillars of a high-performing sales discovery process. These pillars are essential for building strong relationships, uncovering critical insights, and ultimately closing more deals.  

1. Pre-call preparation & research  

One of the most detrimental things a sales agent can do is forget to prepare for potential prospect objections ahead of time. Before the meeting, sales reps should: 

• Research the company’s needs, daily operations, and key decision-makers 

• Anticipate potential objections and align questions with persona-specific pain points 

• Validate the research you’ve done with targeted questions to ensure that your messaging and sales pitch resonates. This allows you to build on what you know and adjust your message according to any new information you might uncover along the way 

2. Setting a clear agenda 

No one likes to sit in a call without some sort of agenda. A structured agenda keeps the conversation focused and productive. Start the call by establishing expectations early. When prospects know what to expect, they are more engaged and prepared to share valuable insights. This clarity fosters trust and elevates discovery call engagement, ensuring that both parties stay aligned on the call’s objectives. 

Start the call by briefly introducing yourself and confirming the prospect’s availability. Then, outline a high-level agenda that includes key discussion points while leaving room for flexibility. A strong opening might sound like: “Today, I’d love to learn more about your current challenges and goals, share insights on how similar companies are addressing these, and discuss potential next steps. Does that sound good to you?” 

3. Asking the right discovery questions  

The right discovery questions can be the key to unlocking deeper insights. Consider structuring your questions in three levels: 

• Level 1: Foundational questions that gather basic information about the prospect’s company, role, and current processes. Example: “Can you walk me through your current workflow for [specific problem]?” 

• Level 2: Probing questions that identify pain points and areas for improvement. Example: “What challenges have you faced in scaling this process?” 

• Level 3: Strategic questions that uncover long-term goals and decision-making processes. Example: “How does solving this problem align with your company’s broader initiatives?” 

Tailoring these questions to different scenarios ensures a deeper understanding of the prospect’s needs, leading to more effective positioning of your solution. 

4. Active listening & note-taking 

Great sales reps know that listening is just as important (if not more so) than speaking. By actively listening, reps can gather crucial details that help them position their solutions effectively. Instead of thinking about the next thing to say, focus entirely on the prospect’s words, tone, and even pauses. Let silence work for you by giving prospects space to elaborate often leads to deeper insights. 

Plus, structured note-taking is key. Whether you use a CRM, an AI-powered sales tool, or a simple notepad, capturing essential details like pain points, decision criteria, and key stakeholders ensures that no valuable insight is lost. A well-documented discovery call lays the groundwork for a personalized and compelling follow-up conversation. 

5. Identifying pain points & business priorities  

Uncovering real business challenges isn’t just about asking questions—it’s about digging deeper. Prospects might initially share surface-level pain points, but skilled reps know that the most pressing challenges often lie beneath the surface. 

For example, if a prospect mentions inefficiencies in their workflow, don’t stop there. Ask follow-up questions like, “How does this impact your team’s productivity?” or “What’s the cost of maintaining the status quo?” This approach helps differentiate casual interest from genuine business priorities.  

6. Handling objections in discovery 

Objections during discovery aren’t roadblocks, they’re actually opportunities. When a prospect raises a concern, it’s a sign that they’re engaged in the conversation. Instead of reacting defensively, acknowledge their hesitation and explore it further.  

Effective objection handling is about understanding the root cause of a prospect’s concern and guiding the conversation toward a productive outcome. For example, if a prospect says, “I’m not sure we have the budget for this right now,” don’t just counter with pricing details. Instead, ask, “How are you currently budgeting for similar solutions?” or “What would make an investment like this worthwhile for your team?” These responses keep the conversation open while allowing you to reframe your solution’s value in a way that resonates. 

7. Aligning solutions & setting next steps  

The heart of a discovery call is to connect the prospect’s challenges to a relevant solution. But be careful because this isn’t about dumping features on them. Instead, get creative with storytelling and relevance. 

Rather than saying, “Our tool automates prospect messaging,” frame it in a way that speaks directly to their pain points: “From what you’ve shared, it sounds like your reps are spending hours on creating personalized outreach. We’ve helped similar companies automate this process, improving personalization and freeing up time for higher-value tasks.” 

8. Securing next steps & keeping momentum going 

Always end a discovery call with clear next steps and a plan to keep the conversation moving. Use a conversational intelligence tool to summarize key takeaways from the call. Then, define the immediate next step, whether it’s a follow-up meeting, a product demo, or looping in additional stakeholders. A strong closing could sound like: “Based on today’s conversation, it sounds like [specific problem] is a priority for your team. I’d love to set up a demo next week to walk you through how we’ve solved this for similar companies. Does [date/time] work for you?” 

By clearly defining post-call expectations and maintaining momentum, you increase the likelihood of progressing to the next phase of the sales process.  

Structuring a high-impact sales discovery call 

A great discovery call is all about creating a natural flow that keeps prospects engaged and gets to the heart of their needs. Think of it like a road trip: you need a map, a strong start, a smooth drive, and a clear destination. Let’s break it down step by step. 

Pre-call checklist 

The discovery calls starts before you even dial in. In the 15 minutes leading up to the call, take a few key steps to set yourself up for success: 

• Review past interactions – Check your CRM notes, email exchanges, or past calls to refresh yourself on their history. Nothing kills momentum like making a prospect repeat themselves. 

• Personalize your approach – Look for recent company news, LinkedIn updates, or common connections to use as conversation starters. 

• Define your goal – What do you need to learn from this call? What’s the ideal outcome? Having a clear objective keeps the conversation focused. 

• Prepare 2-3 anchor questions – These are your non-negotiable questions that will give you the insights needed to qualify or advance the deal. 

Think of this as your warm-up before stepping onto the field. 

The first 5 minutes: building rapport & setting the agenda 

First impressions set the tone for the entire call. You don’t need to be fast friends, but you do need to establish trust and credibility fast. 

• Break the ice naturally – If you saw they just posted about a recent company milestone or shared an industry trend, mention it! Small touches show you’ve done your homework. 

• Confirm their availability – “Still good for our time today?” It’s a small courtesy that ensures they’re present and engaged. 

• Set expectations – Outline the agenda in a way that makes them feel involved:  

• “Here’s what I’d love to cover today: I want to better understand how you’re currently handling [problem], share insights from what we’re seeing in the market, and explore if we might be a good fit to help. Sound good to you?” 

The key here is to invite them into the conversation rather than steamrolling with a scripted monologue. 

The core discovery conversation: asking, listening & probing 

Now comes the heart of the call—uncovering their real pain points. A mistake many sellers make? Treating this like an interrogation rather than a conversation. You want this to feel like a two-way street, not a one-sided interview. 

• Start broad, then go deep – Think of it like peeling an onion. Start with open-ended questions (“How are you currently handling [problem]?”) and then probe deeper based on their answers. 

• Use active listening – Paraphrase what they say to show you’re listening: “It sounds like scaling your team has made it harder to keep processes consistent. Is that right?” 

• Don’t be afraid of silence – If you ask a tough question and there’s a pause, resist the urge to jump in. People often reveal the most valuable insights when given space to think. 

 Closing the call: Summarizing, handling final questions, & confirming next steps 

A great sales call needs a strong ending. The worst thing you can do is let the call fizzle out without clear next steps. 

• Summarize the key takeaways – “Just to recap, it sounds like your biggest challenge is [X], and you’re looking for a way to solve [Y]. Did I get that right?” 

• Address any remaining concerns – If they’re hesitant, now’s the time to handle objections while you still have their attention. 

• Lock in the next step – Never leave a call without a clear action item. Discuss next seps and if possible, send a calendar invite on the spot to eliminate ghosting. 

 The psychology behind effective sales discovery calls 

Great discovery calls aren’t just about what you say—they’re about what you don’t say. One of the most underrated sales skills? Silence. When you ask a question, pause. Give your prospect space to think. Those extra seconds often lead to the most valuable insights. 

Another game-changer is understanding how buyers make decisions. People buy based on emotion, then justify with logic. If you only focus on logical selling points, you’re missing half the picture. Instead of just listing product benefits, connect with their frustrations. If they’re drowning in manual work, paint a picture of what life looks like without it. Then, back it up with data. 

When you master silence and tap into both emotional and logical triggers, your discovery calls become more than conversations—they turn into conversion moments. 

Common sales discovery mistakes that hurt conversions 

Even the best sellers slip up in discovery calls. So, we’ve got a list of common mistakes during sales discovery that you should try to avoid. 

Talking too much instead of listening 

Top reps follow the 80/20 rule. They let the prospect do 80% of the talking. Why? Because people buy when they feel heard. 

• Instead of saying: “Our platform automates the sales cycle helping you close deals faster…” 

• Try asking: “How much time are your sales teams spending on manual tasks right now? How is that affecting their ability to close deals and meet targets?” 

When you let prospects talk, they sell themselves on why they need a solution. 

Asking generic, scripted questions 

Nobody wants to feel like they’re in a robotic Q&A session. The difference between a good rep and a great one is personalization. Instead of asking generic questions, try something that shows you’ve done your research and are genuinely interested in their situation. Even if you have a structured list of sales discovery call questions, it’s important to tweak them to fit each prospect’s world.  

Failing to set clear next steps 

Ever had a great call that ultimately went nowhere? That’s often the result of leaving next steps too vague. When you don’t clearly define what happens next, it leaves the door open for prospects to lose interest or forget about the conversation altogether. Be specific and actionable with next steps, instead of overly vague. 

Best practices from top-performing sales reps  

In this section, we’ll explore actionable best practices that top sales reps use to elevate their discovery calls and drive successful outcomes. 

How elite sales reps prepare for discovery calls 

Top-performing sales reps understand the importance of preparation. Before each discovery call, they dive into past interactions, analyze intent signals, and personalize their approach. This level of prep transforms their ability to ask insightful questions and present tailored solutions. 

Probing deeper—how to uncover hidden pain points 

To go beyond surface-level responses, sales reps must use effective probing techniques. Asking deeper questions reveals the real challenges prospects are facing, which can uncover bigger opportunities. The best reps know how to dig deeper and listen carefully for underlying pain points. 

Leveraging AI & sales tech for discovery calls 

Sales technology like Outreach’s Sales AI can be a game-changer for discovery calls. By automating insights and analyzing engagement trends, AI allows sales reps to tailor their approach with precision, ensuring they stay one step ahead in the conversation. 

For Quantcast, sales discovery calls became more targeted and efficient with Outreach’s AI-driven insights. By leveraging data from past interactions and engagement trends, they were able to personalize discovery conversations.  

The ability to analyze intent signals and personalize discovery calls transformed Quantcast’s sales process, leading to deeper conversations and more qualified opportunities 

Start mastering sales discovery to win more deals with Outreach 

Sales discovery is the bedrock of successful selling. By using the right techniques, you can uncover prospects’ true pain points and build deeper relationships that lead to closed deals. With Outreach’s AI-powered tools, you don’t have to navigate this process alone. Gain real-time insights and workflow guidance to optimize your discovery calls, increase conversions, and accelerate deal velocity.

Elevate your sales discovery process with AI-driven workflows today!FAQs about sales discovery 

How is a sales discovery call different from a qualification call? 

A sales discovery call focuses on understanding a prospect's needs, pain points, and priorities, while a qualification call aims to determine whether the prospect meets predefined criteria, such as budget, authority, need, and timeline. Both calls may be needed in a complex sale, but in some cases, they can be combined into one call if the rep has enough information upfront to qualify the prospect while uncovering deeper insights. 

How do you measure the success of a sales discovery call? 

The success of a discovery call can be measured by key performance indicators (KPIs) like the conversion rate to the next stage, the depth of information gathered, prospect engagement, and any follow-up commitments secured. AI-powered conversation intelligence platforms, like Outreach, can analyze call data to provide detailed insights into call effectiveness, highlighting areas for improvement. 

How can AI and automation improve the sales discovery process? 

AI-powered sales tools like Outreach help analyze previous interactions, suggest relevant questions, and track response patterns to ensure more effective discovery calls. Automation also logs key takeaways, suggests follow-up actions, and boosts rep productivity without compromising on the personalization that builds strong customer relationships. 

How long should a sales discovery call last? 

Discovery calls typically last between 20 to 45 minutes, depending on factors like deal size and industry. A shorter call might be appropriate for smaller deals or if the prospect is already familiar with your offering, while longer calls allow for deeper exploration of complex needs. Reps should adjust the call length based on the prospect’s engagement and the urgency of their needs.