AI and Discovery Calls

I often say that discovery is likely the most important part of the sales conversation because this is where you establish a connection with the buyer.

Have you ever heard of a buyer who told you that only a few sellers have reached out to them? Me neither. As entry barriers get lower and it’s easier to enter any business, as competition intensifies, and as product differentiation becomes more expensive to sustain, many companies invest in sales to reach out to leads and convert them into customers.

Sales is becoming more important. Is it good news for you? Of course it is, but with a downside. Buyers get flooded with requests from sellers. Their phones are too hot. Their attention span is too low. They have no time for you.

When competition is furious, discovery needs tailored messaging. When you call them, you already need to know who they are, what they do, who their buyers are, and what their competitive advantage, if any, is.

Long ago, gathering this information would have required a considerable amount of effort. Not now.

Where AI has impressive potential is in automating prospect research. AI can find all the information you need and provide it to you efficiently, so you know exactly who you are talking to.

In the past, obtaining company information was nearly impossible when clients were small. AI can find information about any company, regardless of its size.

AI can guide discovery questions specifically tailored to the needs of the clients. Buyers will see your questions are not generic and reward you with attention.

During the discovery call, AI can record, transcribe, and analyze the conversation, allowing you to send a strong follow-up email that demonstrates insight to the customer.

Insights developed from one discovery call can then be applied to others in the organization, strengthening the firm's selling competency.

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