Sales Series Part 3 of 7: Discover

To be honest, most sales calls fail because the consultant talks too much.

They have the "curse of knowledge" and try to prove their value with knowledge and ideas, not questions.

But real pros know: the one asking the questions controls the call—and wins the sale.

You might remember from last week's issue that, in his book Supercommunicators, Charles Duhigg tells the story of FBI agent Felix Sigala—famous for his ability to get people talking in even the most high-stakes situations.

His secret was that he didn’t dominate the conversation. He asked thoughtful questions. He listened actively and deeply.

And because he was genuinely curious, people opened up.

Not just with surface-level stuff—but with what really mattered.

That same principle applies in your sales conversations.

This week, we're getting closer to turning you into a Benevolent Servant Leader™ supercommunicator (and sales master), just like Felix Sigala.

Here's what I have for you in this issue:

🛠️ Sales Series Part 3 of 7— Discover: How to ask questions that are so powerful they virtually guarantee the sale
🛠️ The "Discover" Phase Call-Prep Checklist:  To help you ask better questions that eliminate objections before they raise their ugly head

🧠 Why the "Discover" Phase Matters

The right discovery questions do three things:

✅ Build trust
✅ Reveal the prospect’s true priorities
✅ Position you as a thoughtful guide—not a pushy seller

When you ask better questions, you get better answers—and better clients.

🎯 Your 3-Part Goal in the Discover Phase

1. Surface the Pain — What’s frustrating them right now?

2. Clarify the Desire — What’s the result they truly want?

3. Reveal the Gap — What’s stopping them from getting there?

When the gap is clear, your solution becomes obvious.

🔍 FBI-Style Curiosity

 Ask questions like:

• “Walk me through a typical day. Where does most of your time go?”

• “What have you tried so far to fix this?”

• “What would solving this unlock for you?”

These aren’t just data-gathering questions; they also generate priceless insights.

💬 Discovery Script (Simple + Powerful)

“Before I offer any recommendations, I’d love to understand what’s going on and what matters most to you.

Can I ask a few questions to get a clear picture of where you are and where you’d like to be?”

Why it works: It invites openness, lowers defenses, and positions you as a trusted partner.

🔁 Layered Questioning (The 3-Pass Method)

1. Surface: “What’s the biggest challenge you're facing right now?”

2. Context: “How long has that been going on?”

3. Impact: “What happens if this doesn’t change in the next 6–12 months?”

This layered approach uncovers urgency without pressure. It also gives you the information you need to determine the financial and emotional value of solving their problem.

And that's the key to premium pricing.

🛠️ This Week’s Action

Before your next sales call:

✅ Pick 3 high-quality questions that open space, not close it
✅ Practice listening without interrupting
✅ Repeat key phrases back to the prospect to show you’re tracking

“So if I heard you right—you’re saying the real issue isn’t the leads, it’s converting them. Is that right?”

This simple reflection builds trust faster than any sales tactic.

📌 The Big Takeaway

Don’t tell them you understand—show them, by asking better questions and listening with full presence.

That’s how you build trust and uncover the truth behind the problem.

And once you’ve discovered what truly matters? 

Next comes the most powerful part of the conversation—reframing the problem in a way they’ve never seen before.

That’s where we’re headed next.

🔜 Coming Up in Part 4: Diagnose

Next week, I’ll show you how to summarize what you’ve heard, name the real problem, and reframe the path forward—so your prospect sees you not just as a peer, but as the guide they’ve been looking for.

Want to dive deeper? Check out these related articles:

🔎 The Human+AI Formula: Mastering the New Consulting Paradigm
🔎 How Small Wins Can 10x Your Marketing Results

You might also find these interesting:

👉 The 'Lazy' Consultant's Guide to Better Leads
👉 3 Steps to Marketing Success in Your Consulting Practice

P.S.: When you're ready, here are more ways I can help you...