One Shift…More Urgency: A Simple Change to Boost Your Sales Discovery Phase

Are you finding that your deals are stalling, unable to cross the finish line, or struggling to create momentum from the start? If so, I’ve got some valuable insights for you!

In this week's video, I explore a simple yet powerful shift in your approach to the discovery phase of sales, how you position yourself, and how you present your solution. From my extensive experience in software sales, both as an individual contributor and a five-time sales leader, I've discovered that this critical shift, though small, fundamentally leverages human psychology.

Our brains are wired to detect threats and pain. Sales evaluations often stall even when your solution is a perfect fit because half of the value equation is missing.

Consider this analogy: Imagine your parents warn you about a hot stove. They could say, "Hey Susie, keep your hand off the stove and I'll give you a lollipop." Or, you might touch the stove, get burned, and quickly learn never to do that again. Which scenario impacts you more? Most would say getting burned. Pain leaves a lasting impression because we are all either running towards pleasure or away from pain.

In sales, most representatives focus on ROI, highlighting the upside or gain. However, the real shift comes when you focus on COI, or Cost Of Inaction. Think about the difference: "return" versus "cost."

For example, instead of asking, "What are the benefits of implementing a sales training program?" (ROI), ask, "What happens if you don’t implement a sales training program?" (COI). The latter emphasizes the consequences of inaction, which can be far more compelling.

Reflect on your discovery questions. Are you solely focusing on ROI, or are you also considering COI? While ROI helps uncover potential gains, COI magnifies the pain of inaction. Ensure your discovery questions address both ROI and COI.

Remember, different personalities respond to different approaches. Conservative individuals might lean towards avoiding pain (COI), while trendsetters might focus on gains (ROI). Tailor your approach accordingly.

By implementing this shift, you'll find it easier to create and maintain momentum in your deals, ultimately driving them across the finish line.

For a deeper dive into this concept, including real-world examples, watch this week's video here.

Stay tuned for a special announcement coming soon!