Ah, the discovery call. It’s like the first date of the sales world—high stakes, potentially thrilling, and hopefully, the beginning of something mutually beneficial. But instead of dinner, you’re serving insights and ideas, and instead of ordering dessert, you’re hoping they order from you.
For Account Executives, nailing this call is key. A strong discovery call lets you dive deep into the prospect's pain points and show them why you’re their ideal solution. Here’s how to make sure your discovery calls do exactly that.
How to Set the Scene for Success
Imagine your prospect joining the call, already juggling a dozen things, maybe even wondering if this meeting is worth their time. The first few minutes are critical for shifting them from “Do I really need this?” to “Tell me more!” A clear, structured meeting agenda brings order to what could otherwise feel like a vague conversation and ensures you guide them towards a meaningful outcome.
Here’s the structure that sets every call up for success:
Introduction: Start strong. Establish credibility and build rapport, even if it’s just a quick “I’m thrilled we’re getting a chance to dive into this today.” Then outline the agenda, letting them know what to expect. Think of this as setting up the “why” for the call - it immediately frames you as someone who respects their time and is prepared.
Problem Discovery: Now that they’re engaged, it’s time to dig deep. The goal here is to understand their pain points, but more importantly, to uncover the “why” behind their problem. They may say they need a solution for X, but why now? What’s changed? If you can discover the core issue, you’re not just ticking boxes; you’re showing that you genuinely want to help.
Solution Presentation: After understanding their challenges, you’re ready to present your solution - but hold the features for now. Instead, focus on outcomes: how your solution aligns with their objectives and will help them overcome specific pain points.
Value Proposition (FAB Framework): Here’s your chance to shine. Go beyond product specs and show what they’ll gain by working with you. The FAB framework (Features, Advantages, Benefits) helps frame your solution in terms of real, tangible outcomes.
Call to Action: A strong close is just as important as a strong opening. Address any objections, clarify next steps, and secure a follow-up. You’re aiming to keep the momentum going, so lock in a next meeting or action item before they disconnect.
Setting the Tone: The Power of a Good Opening
Now that the structure’s clear, let’s talk about setting the tone. This isn’t just about saying the right things - it’s about creating an atmosphere where the prospect feels seen, understood, and, most importantly, interested. Done well, a great opening transforms a dry exchange of information into a two-way conversation that’s actually enjoyable.
Mastering the Opening with “Show Me You Know Me”
Imagine you’re the prospect: you’re bombarded with sales calls, and most start with a painfully generic introduction. Now imagine if the person on the other end mentions your company’s recent product launch or congratulates you on a new office opening. It’s a small touch, but it makes a big difference. By showing you’ve done your research, you start building rapport right from the get-go.
Reiterate and Validate: Another way to demonstrate understanding is to reference what they’ve previously shared and dig a bit deeper. It’s a technique that doesn’t just show you’re paying attention; it shows that you value their priorities.
Agenda and Timeline: No one likes uncertainty, especially on a sales call. Laying out the agenda from the start puts them at ease and makes the conversation feel purposeful.
Driving Engagement with the AUDIO Framework
Here’s where the discovery call becomes a true dialogue. The AUDIO framework is designed to create a structured but flexible conversation that keeps your prospect engaged and guides them smoothly from surface-level issues to deeper, actionable insights.
Picture this: the prospect is talking, and you’re nodding along, but are you really capturing the information that will help them (and you) later on? AUDIO helps ensure you’re truly present and gathering the insights you need:
Attention: This isn’t about generic compliments; it’s about showing genuine interest in their specific needs and challenges. Reference details from their industry or role to show you’ve come prepared.
Understanding: Go beyond nodding along - ask clarifying questions and let them expand on their goals and obstacles. This not only builds trust but allows you to tailor your responses to their unique situation.
Difficulties: Here’s where you start uncovering the deeper problems. Don’t just settle for surface-level answers; probe a bit further to understand what’s really at stake for them.
Impact: Help them quantify what these challenges cost them. By painting a clear picture of the cost of inaction, you’re not only adding urgency but helping them feel the true weight of their pain points.
Outcome: Once you’ve covered the difficulties and the cost of doing nothing, highlight the outcomes they could achieve by solving these challenges. Show them what “success” could look like in tangible terms.
Building Your Value Proposition with the FAB Framework
You’ve established rapport, unpacked their challenges, and set the stage for your solution. Now it’s time to connect the dots. This is where the FAB framework (Features, Advantages, Benefits) helps turn your product or service into a compelling solution to their specific needs.
Imagine the prospect sitting there, waiting to hear what makes your offering worth their investment. The FAB framework lets you present your product as more than just a checklist of features - it becomes the bridge between what they’re struggling with and the outcomes they want.
Feature: Lead with what it is, briefly. “Our Website Accessibility Audit…”
Advantage: Explain why it’s special or better. “…conducted by experts who live and breathe accessibility…”
Benefit: Translate this into what it means for them. “…which means you’ll be equipped with clear action points to improve inclusivity, reduce legal risks, and reach a wider audience.”
Pro Tip: Don’t just tell them about your solution - show them with social proof. Share success stories from clients with similar challenges. It’s like saying, “We’ve solved this before, and we can do it for you too.”
Overcoming Objections: Turning Barriers into Opportunities
No matter how smooth the conversation, objections will arise. And while they can feel like a roadblock, objections are often an opportunity to clarify, reassure, and ultimately strengthen your case. With this framework, you can guide these concerns into a productive discussion.
Imagine your prospect voicing a budget concern or mentioning a competitor. Instead of feeling derailed, take a breath, follow this approach, and watch the conversation shift:
Listen: Let them fully explain their concern. It’s tempting to jump in with solutions, but really listening often reveals more than you’d expect.
Acknowledge: A simple “I understand where you’re coming from” can go a long way. It shows respect and empathy, making them more likely to open up.
Reframe: Offer a new perspective on the concern. For example, if budget is an issue, ask if there’s flexibility in their budgeting strategy for projects that could drive long-term impact.
Explore: Dive deeper to uncover the root cause. Maybe their budget concern is about timing rather than the total cost. By exploring, you can find out what’s truly holding them back.
Handle: Finally, address the concern directly. Whether it’s proposing a phased approach, adjusting scope, or providing additional information, make sure they feel that you’re working with them to find a solution.
Follow-Up: Securing the Next Step Without the Wait
You’ve had a great call, but leaving follow-up until “later” is a missed opportunity. Securing a specific next step before they hang up is key to keeping the momentum going. Use a casual but confident approach to lock it in.
Example: “I’ll send over a summary of today’s call and a proposal. Would you be available for a quick chat on Wednesday to review it together?”
Then, maintain engagement by adding value between calls. Use LinkedIn, email, or video messaging to stay top-of-mind, share relevant insights, and remind them why you’re the right choice without being pushy.
Takeaways for Action-Ready Account Executives
Here’s a checklist to help you prep for every discovery call:
Do Your Homework: Know the company, the industry, and the specific challenges they face.
Structure with Purpose: Follow the discovery call flow to keep the conversation impactful and on track.
Be Framework-Ready: Master frameworks to handle every phase of the conversation.
Address Objections Confidently: Embrace objections as opportunities to deepen understanding.
Nail the Follow-Up: Lock in the next steps before the call ends, and stay visible with value-driven follow-ups.
Selling is About Connection
At the end of the day, discovery calls aren’t about checking boxes; they’re about creating a connection between a problem and a solution. Prospects want to feel understood, respected, and valued, so bring a genuine, problem-solving approach to every meeting, and see that conversion rate increase.