Why You Lose Deals

Deals are both won and lost during the discovery process, without a doubt. I'm Justin J. Johnson, and I'm here to share a crucial technique that will significantly enhance your discovery skills.

The reason this technique is so critical is because, as I mentioned, the outcome of deals hinges on the discovery process. Often, deals go awry because sales representatives tend to overcomplicate and overanalyze what it takes to excel in the art of discovery.

Your ultimate objective with effective discovery? Achieving conversational discovery. Remember, deals are decided based on the discovery process. A few years ago, a study was conducted involving hundreds of executive buyers. They were asked a straightforward question: "When you're in a competitive evaluation, assessing multiple vendors with similar offerings, what is the most crucial factor in selecting your preferred vendor?"

The resounding response was, "The quality of the buying experience." And the best way to provide an exceptional buying experience is through proficient execution of conversational discovery.

The F.A.L.L. discovery technique offers a straightforward method, regardless of what you're selling or the size of the deals.

So, let's break it down: F.A.L.L.

The initial letter, F, stands for "frame." One of the common errors reps make during discovery is solely asking questions. The problem with this approach is that the buyer on the other end is left trying to determine your direction.

Consider this: You never set out on a journey in your car without knowing your destination, right? Similarly, in discovery, your first task is to provide context so the buyer understands where your questions are leading. Failing to do so can lead to irritation, frustration, and ultimately, a lost deal.

Let me provide an example of framing a question. If you're targeting VPs of sales, you might say something like, "In 2023, VPs of sales are often under pressure from their CFOs to increase rep productivity and reduce operational costs. Does your company find itself in a similar situation?" That's the frame, setting the context, which significantly enhances the quality of the responses you receive. Furthermore, by framing the question, you demonstrate that you are well-informed and have a perspective, rather than approaching the conversation with a vague, "Tell me your priorities" request. The frame serves to inform the buyer and clarify the conversation's direction, improving the overall experience.

Next, "A" simply represents "ask." After framing the question, you proceed to ask it. Framing provides a context that leads to more meaningful responses. For instance, you might ask, "Considering the pressure VPs of Sales face in 2023 to boost rep productivity, is this a top priority for your company over the next six months?" By framing and then asking, you extract a more valuable answer.

Now, onto "L," which stands for "listen." It's a straightforward concept. We have two ears and one mouth for a reason. Extensive studies, including those using conversational intelligence tools like Gong, consistently emphasize the importance of listening more than speaking. When you've framed a question, provided context, and asked it, it's not the time to ponder your next question. Instead, you must be fully engaged and attentive, actively listening to their response. Pay attention to the specific words they use because these words will guide the next steps in the process.

Now, the second "L" in F.A.L.L. represents "layer." This is where the magic happens in conversational discovery. After framing, asking, and listening, the art of layering comes into play. When you pose a layering question, you utilize the buyer's language to achieve a couple of key objectives. Firstly, it demonstrates that you are actively listening and engaged. Secondly, it ensures alignment with the buyer's perspective, avoiding potential misinterpretations. This alignment builds trust, contributing to a better buyer experience, which, as I mentioned earlier, is paramount.

Let's return to the previous example. If the buyer mentions that rep productivity is indeed a concern but doesn't specify if it's their top priority, instead of swiftly moving on to the next question, you acknowledge their response. You might say, "Thank you for sharing that. You mentioned that rep productivity is among your concerns for the next six months. Could you clarify if it's your top priority, or are there other areas you're equally focused on?" By employing the layering technique, you capture deeper insights.

Remember, more often than not, the initial answer to a question isn't the full story. To gain a comprehensive understanding, you need to ask clarifying and layering questions. If you wish to master this technique and enhance your chances of winning deals through more productive conversations, embrace the F.A.L.L. framework. Start by framing the context, then ask your question, actively listen, and conclude with a layering question. I hope you find this information valuable. Don't hesitate to reach out if you have any questions. I'm Justin J. Johnson, the founder of the Beautiful Savage Sales Academy, and I look forward to assisting you further in the future.