Are you familiar with the term "Discovery" in the context of sales and business development? If you're looking to delve deeper into this topic, you're in for a treat! In this blog post, we're going to break down the key insights that explores the art of Discovery and Qualification in the sales process.
The Mismatch between Name and Purpose
The intriguing aspect of Discovery is how the name doesn't quite align with its true purpose. Explored in episode 12 of Brent's Breakdown, Discovery involves uncovering customer needs and the outcomes they seek to achieve within their organizations. However, there's an inherent assumption that customers are aware of their objectives, which isn't always the case. Often, customers aren't entirely sure about their needs or are open to being challenged on their perceptions.
Co-Creation: Shaping Outcomes
The process of Discovery is more than a mere matching exercise. It's about co-creating or co-articulating outcomes. This involves leading with a hypothesis and suggesting potential outcomes based on industry trends, company insights, and similar cases. It's not about asking customers to choose from a list, but rather collaborating to define the desired outcomes.
The Journey of Discovery
Discovery isn't a one-time event but a collaborative and creative journey. Once the desired outcome is identified, it needs to be broken down into its constituent elements. This includes understanding the underlying objective, determining the tactics to achieve it, setting measurable metrics, defining targets, and establishing a timeline. This collaborative process results in a comprehensive understanding of the customer's needs.
The Intricate Dance of Qualification
The process of Discovery seamlessly intertwines with Qualification – evaluating the worthiness of an opportunity. Here's where star-performing sellers distinguish themselves from core performers. The concept of the "nail and the wedge" strategy comes into play. Core performers follow the wedge approach, filling the funnel with opportunities and qualifying them out over time. Star performers, on the other hand, use the nail strategy, qualifying in only those opportunities that meet predefined metrics.
Aligning Stakeholders: The Key to Success
The alignment of stakeholders across dimensions such as outcomes, objectives, and more is crucial. This alignment can transform an opportunity from suspect to valuable. However, Discovery and Qualification aren't separate entities; they are closely connected. Discovery plays a role in creating alignment, while Qualification assesses whether an opportunity is worth pursuing based on that alignment.
Value Framing and Qualification
Rather than a simple uncovering of customer needs, Discovery should be seen as Value Framing. This involves shaping and aligning customer outcomes and objectives. The process of Qualification, in turn, ensures that only opportunities with strong alignment and potential are pursued.
Conclusion
In the realm of sales and business development, the interplay between Discovery and Qualification is a sophisticated dance that separates the exceptional from the average. By co-creating outcomes and aligning stakeholders, sales professionals can elevate the value they bring to their customers. This collaborative journey ensures that opportunities are pursued with purpose and that the precious resource of time is invested wisely.
Incorporate these insights into your sales strategy, and you'll be on your way to mastering the art of Discovery and Qualification, driving more meaningful and fruitful interactions with your customers.
So, go ahead, take a step beyond the mismatched name, and embark on a journey of co-creation, alignment, and value-driven success in your sales endeavors.
