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In the exciting world of sales, it’s not just about selling stuff. It’s about getting to know your customers and understanding their needs, challenges, and goals. That’s where the discovery phase comes in; trust me, it’s super important! By asking the right sales discovery questions at this stage, you can uncover precious insights that’ll guide you in customizing your offerings and, ultimately, sealing the deal.

Whether you’re a seasoned sales pro or just starting out, these 15 questions will be your secret weapon to rock the sales discovery process. So, let’s jump right in and discover how these questions can totally transform your sales game!

What is a Sales Discovery Call?

Imagine you’re on a call with a potential customer, the purpose of this call is not just to make a pitch, but to have a genuine conversation and uncover important information. That’s what a Sales Discovery call is all about!

During this call, you ask questions that help you understand your customer’s unique needs, pain points, and objectives. It’s like peeling back the layers of an onion to get to the juicy core. By actively listening and engaging in a chat, you gather valuable insights that guide you in tailoring your offerings.

The sales discovery call helps build trust and demonstrates that you genuinely care. Besides, it sets the stage for a more personalized and successful sales approach. It is like a superpower to connect, understand and offer the best solutions to your customers. It is typically your secret sauce to win hearts and also deals.

Also, if you want AI to help you craft emails, call scripts and messages with a touch of humor, take a look at 16 ChatGPT prompts to write cold emails.

15 Sales Discovery Questions

Discovery questions are carefully crafted questions that go beyond just scratching the surface. They’re designed to dig deep and uncover important information about your customer’s needs. 

These questions are open-ended, meaning they encourage detailed and thoughtful responses from them. You want them to spill the beans and share all the nitty-gritty details with you.

It’s all about building a connection, showing that you care, and positioning yourself as the go-to person who truly understands them.

Sales Discovery Questions that Set the Context

These questions lay the foundation for a comprehensive understanding of the customer’s context, goals, challenges, and decision-making process. They provide insights that allow you to ask the right questions moving forward. Remember, active listening and follow-up questions are vital to uncovering even more valuable information during the sales discovery process.

> What does your company do?

A good question to start with. While this question sets the stage, it’s just the beginning of the sales discovery process. This question allows the prospect to give a brief of the company, its activities, and its offerings. It helps in establishing the foundation of knowledge. Make sure to do your own research about the prospect’s company.

> Could you please share about your role in the company?

Asking a potential buyer about their role in the company during the sales discovery process helps in building rapport with the prospect, identifying the pain points, and their position in the company.

> What are the key objectives or goals your company is aiming to achieve in the near future?

When you ask this question during the sales discovery process, you are trying to understand the strategic direction and priorities of the prospect’s company. This question helps you align your offering with the prospect’s business goals and position yourself as a valuable partner in achieving those objectives.

> What specific challenges are you currently facing?

By identifying and addressing the prospect’s pain points, the salesperson can demonstrate their understanding of the prospect’s situation, build trust, and present their product or service as the ideal solution to solve the prospect’s problems. It allows for a more targeted and persuasive sales approach focused on meeting the prospect’s specific needs.

Budget-based Sales Discovery Questions

Sales discovery questions regarding budget can help you gauge the prospect’s spending range, explore their financial considerations, and find mutually beneficial solutions that align with their budgetary constraints. When you approach budget-related questions, you should do it tactfully and respectfully.

> Do you have a budget allocated for this specific solution?

By asking about the budget allocated for the solution in discussion you understand the financial readiness and priorities. Some prospects may not be comfortable disclosing their budget initially, in such cases focus on the value and benefits of your solution. Ultimately, the goal is to find a mutually beneficial solution that meets the prospect’s needs within their budget.

> Have you previously invested in similar solutions?

When engaging in a conversation with a potential buyer, sales discovery questions like these help in understanding their past experiences and their familiarity with solutions similar to what you offer. This question helps you to understand their expertise and familiarity, the expectations they have, and the gaps you need to fill that the previous solution lacked.

By asking whether they have previously invested in similar solutions, you gain valuable insights that allow you to tailor your sales approach, address concerns, and position your offering as a solution that builds upon their previous experiences.

> What factors do you consider when evaluating a solution?

Knowing their evaluation criteria allows you to tailor your value proposition to address those specific factors. Whether they prioritize cost-effectiveness, functionality, ease of implementation, or other aspects, you can emphasize how your solution excels in those areas.

Asking about the factors while evaluating a solution could benefit in:
1. Understanding their priorities

2. Identifying potential objections

3. Showcasing unique strengths

4. Providing relevant case studies or references

> Would you agree to annual billing if we can provide a discount?

This is a common sales discovery question aimed at understanding the prospect’s willingness to commit to an annual billing arrangement in exchange for a discounted price. By offering a discount for annual billing, you can incentivize prospects to make a longer-term commitment, which can benefit both parties.

This question helps you gauge the prospect’s budgeting capabilities and their openness to different payment arrangements. It allows you to understand if they have the financial capacity to commit to annual billing and if they value the potential cost savings associated with it.

Questions to Ensure Authority

When you aim to ensure the authority of the prospect during the sales discovery process, it is important to ask specific questions that help you determine their decision-making power and involvement in the purchasing process.

These questions help you gauge the prospect’s level of authority, their involvement in the decision-making process, and any additional stakeholders or departments that may play a role. By understanding the authority dynamics, you can navigate the sales process more effectively and ensure you engage with the right decision-makers.

> Are you the primary decision-maker for this type of purchase, or is there someone else I should engage with?

By asking whether the prospect is the primary decision-maker or if there are others involved, you gain insights that help you engage with the right individuals. This question can help you determine the prospect’s level of authority and involvement. It also ensures a smoother sales process and increases the likelihood of a successful outcome.

> What is your role in the final decision-making process?

When seeking to understand the prospect’s role in the final decision-making process, asking a question like this will help gain clarity on their position within the decision-making process. By learning about their role, you can uncover other individuals or departments that may also have a significant impact on the decision. This enables you to identify and engage with the key decision makers and gather insights from multiple perspectives.

> Do you foresee any objections or concerns from your colleagues or superiors against this solution?

It is important to understand what obstacles or objections your prospect might face while running the solution across their colleagues. It helps you in anticipating a pushback, address the concerns, and tailor your approach accordingly.

If the prospect expects pushback, it provides an opportunity for you to offer reassurance and present the benefits and value of your solution in addressing potential objections. By addressing these concerns proactively, you can alleviate doubts and build confidence in your offering.

Sales Discovery Questions That Address the Needs

When conducting a sales discovery, it’s crucial to ask relevant questions that delve into their specific challenges, goals, and requirements. This information helps you demonstrate the relevance and value of your solution, and position it as a means to address their specific needs effectively.

> What goals are you looking to achieve in the next quarter?

Asking about the prospect’s company goals is an important sales discovery question that can provide valuable insights and benefits during the sales process. This question help you in:
1. Understanding the prospect’s objectives

2. Identifying opportunities

3. Propose a relevant solution

4. Solve specific pain points

> What metrics or indicators are important to you when measuring the success of a solution?

This is a valuable sales discovery question that helps you understand how the prospect evaluates the effectiveness and impact of a solution.  Use their answers to showcase how your solution aligns with their measurement criteria and can drive the desired outcomes they seek. This helps build confidence in your offering and positions you as a solution provider who can deliver measurable results.

> Are there any specific requirements or functionalities you’re looking for in a solution?

This question helps you understand the prospect’s specific needs and expectations from a solution. If the prospect has any concerns or specific requirements that need to be addressed, this question allows you to identify them early on. You can proactively address those concerns, clarify any misconceptions, or discuss alternative approaches that can fulfill their requirements.

> What are the main obstacles or roadblocks preventing you from achieving your desired outcomes?

This is a powerful sales discovery question, so handle it carefully. This question helps you understand the challenges and barriers the prospect is facing. Understanding their obstacles enables you to position your product or service as a solution that addresses their specific challenges. It shows that you genuinely care about their success and are invested in helping them overcome their challenges.

Following up after the discovery call

Undoubetdly, following up after a call is vital. It doesn’t matter if it’s a discovery call or a normal cold call. Check out these 30 Cold call scripts that will help you frame a customized script in seconds.

Additional Tips to Ask the right sales discovery questions

There are some additional things you need to consider before going into the sales discovery call. A few things mentioned here could turn a good call into a great call. Here are some strategies you can follow:

1. Prepare beforehand: Take the time to research and gather information about the prospect, their company, and the industry. This preparation helps you ask relevant questions and navigate the conversation accordingly.

2. Actively listen: Give your full attention to the prospect and actively listen to their responses. Pay attention to both verbal and non-verbal cues.

3. Ask open-ended questions: Use open-ended questions that encourage the prospect to provide detailed answers. This fosters a more engaging and informative conversation.

4. Empathize:  Show genuine empathy towards the prospect’s challenges and demonstrate your understanding of their situation.

5. Confirm next steps: Towards the end of the call, summarize the key takeaways, and action items. Ensure there is a clear understanding of the next steps.


Asking the right sales discovery questions is crucial. The questions discussed in this blog provide a comprehensive toolkit for sales professionals to delve deeper into customer insights. These questions go beyond surface-level inquiries and aim to uncover motivations, pain points, and aspirations, enabling tailored solutions and successful deals. 

Incorporating these sales discovery questions into your approach will help in building more meaningful connections with customers and increased sales success.