This document provides guidance on how to perform a sales discovery meeting. It discusses the goals of discovery, which include pre-qualifying prospects, building interest in talking, and closing for a conversation. It recommends using an ICE format - begin with an interaction, followed by a conversation, and end with an explanation. Questions to ask prospects are categorized as relating to their pain, current state, desired state, organization, need to purchase, ability to purchase, authority to purchase, and intent to purchase. Formats, structures, and goals are defined for each step of the discovery process.

1. How to Perform a Sales Discovery Meeting

2. What is sales discovery?

3. When to do a sales discovery?

4. INTERACTION
CONVERSATION
EXPLANATION

5. I
C
E

6. I
C
E
FORMAT
• Cold calls
• Cold emails
• Networking
• Inbound calls
• Inbound emails
• Website chat
• Social media
STRUCTURE
• 2 to 5 minutes
• 80% on prospect
• 20% on you
GOALS
• Pre-Qualify
• Build interest in
talking
• Close for conversation
QUESTIONS
• Pain
• Current State
INTERACTION

7. I
C
E
FORMAT
• Appointment
• Online meeting
• Meet for coffee, drink,
food
• Extended cold call
• Meet at event
STRUCTURE
• 10 to 60 minutes
• 50% on prospect
• 50% on you
GOALS
• Qualify
• Build interest in
product
• Close for Explanation
QUESTIONS
• Pain
• Current State
• Qualifying
CONVERSATION

8. I
C
E
FORMAT
• Presentation
• Demonstration
• Proposal
• Quotation
• List of options
STRUCTURE
• 30 minutes to 2 hours
• 20% on prospect
• 80% on you
GOALS
• Qualify
• Build interest in
product
• Close for purchase
QUESTIONS
• Pain
• Current State
• Qualifying
• Closing
EXPLANATION

9. INTERACTION
CONVERSATION
EXPLANATION

10. Pain
Current state
Desired state
Organization
Need to purchase
Ability to purchase
Authority to purchase
Intent to purchase
Types of
Questions to
Ask

11. PAIN
QUESTIONS
Pain Questions

12. VALUE POINTS
TARGET BUYER
Small businesses
PRODUCT
Web design services
FEATURES
• Design and build websites
• Graphic design
• Copywriting
DIFFERENTIATION
• We only work with
accountants
• We use AI to develop the
optimum website layout
• We guarantee results
COMPANY FACTS
• Won design awards 5 years
• In business for 30 years
• Woman owned business

13. • Make something work better
COMMON BENEFITS
• Decrease the time it takes to do something
• Increase revenue / income
VALUE POINTS
• Increase website traffic
• improve website conversion rates
• Increase the revenue generated through their website
• Decrease costs / expenses
• Improve quality of products or services being sold
• Decrease risk
• Improve visibility, information, or decision-making

14. VALUE POINTS
TARGET BUYER
Small businesses
PAIN POINTS
PRODUCT
Web design services
FEATURES
• Design and build websites
• Graphic design
• Copywriting
DIFFERENTIATION
• We only work with
accountants
• We use AI to develop the
optimum website layout
• We guarantee results
COMPANY FACTS
• Won design awards 5 years
• In business for 30 years
• Woman owned business
VALUE POINTS
• Increase the revenue generated through their
website
• improve website conversion rates
• Increase website traffic

15. • Increase the revenue generated through their website
VALUE POINTS
• improve website conversion rates
• Increase website traffic
PAIN POINTS
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• There is a need to increase website traffic

16. PAIN POINTS
VALUE POINTS
• Increase the revenue generated through their
website
• improve website conversion rates
• Increase website traffic
TARGET BUYER
Small businesses
PAIN POINTS
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• There is a need to increase website traffic
PAIN QUESTIONS
PRODUCT
Web design services
FEATURES
• Design and build websites
• Graphic design
• Copywriting
DIFFERENTIATION
• We only work with
accountants
• We use AI to develop the
optimum website layout
• We guarantee results
COMPANY FACTS
• Won design awards 5 years
• In business for 30 years
• Woman owned business

17. • Need to generate more revenue through the website
PAIN POINTS
• Website visitors are not converting to customers
• There is a need to increase website traffic
PAIN QUESTIONS
• How important is it to get more revenue out of your website?
• How important is it for you to improve website conversion rates?
• Do you need to increase website traffic and visitors?

18. PAIN POINTS
VALUE POINTS
• Increase the revenue generated through their
website
• improve website conversion rates
• Increase website traffic
TARGET BUYER
Small businesses
PAIN POINTS
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• There is a need to increase website traffic
PAIN QUESTIONS
PRODUCT
Web design services
FEATURES
• Design and build websites
• Graphic design
• Copywriting
DIFFERENTIATION
• We only work with
accountants
• We use AI to develop the
optimum website layout
• We guarantee results
COMPANY FACTS
• Won design awards 5 years
• In business for 30 years
• Woman owned business
PAIN QUESTIONS
• How important is it to get more revenue out of your
website traffic?
• How important is it for you to improve your website
conversion rates?
• Do you need to increase website traffic and visitors?

19. • How important is it to get more revenue out of your website traffic?
• How important is it for you to improve your website conversion rates?
• Do you need to increase website traffic and visitors?
PAIN
QUESTIONS
Pain Questions

20. PAIN
QUESTIONS
CURRENT
STATE
Current State Questions

21. Current State Questions
• Current systems and processes
• People in the organization
• Current service providers/vendors
• Current contracts and expiration dates
• Size details – number of sites, people, systems, etc.
• Current performance/stats (technical, marketing, financial, etc.)
• Last time evaluated other options
CURRENT
STATE
PAIN
QUESTIONS

22. • Do you currently have someone that can make changes to your website?
• Are you currently working with a web design agency?
• How happy are you with person working on your website?
• When was the last time you refreshed your website?
• How much traffic are you currently getting to your website?
• What CMS platform is your website built on?
• When was the last time you considered redoing your website?
• How many different websites do you currently have?
• Are you the person to that makes decisions regarding your website?
CURRENT
STATE
PAIN
QUESTIONS
Current State Questions

23. • What are the short and long-term goals for the organization?
• What is the top priority for the organization?
• What areas are targets for future improvements?
• What issues or challenges would you like to fix?
• If you could wave a wand and change one thing, what would that be?
CURRENT
STATE
PAIN
QUESTIONS
DESIRED
STATE
Desired State Questions

24. • What does the organization look like?
• What objectives is the organization measured against?
• How is the organization structured?
• What does your team look like?
• What other departments do you interface with?
• Who do you report to?
• Is it possible to get a copy of an org chart?
CURRENT
STATE
PAIN
QUESTIONS
DESIRED
STATE
ORGANIZATION
Organization Questions

25. • What motivated you to look at us (brought you to us)?
• Do you mind if I ask why you took time out of your schedule to meet with us?
• What improvements could you see if you make this purchase?
• What will happen if you do not purchase something?
• Is there a date when this purchase needs to be made?
• What happens if the purchase is not made by that date?
• What is the time frame that the project needs to work along? 
CURRENT
STATE
Need to Purchase Questions
NEED TO
PURCHASE
PAIN
QUESTIONS
DESIRED
STATE
ORGANIZATION

26. • What is the budgetary range that you need this purchase to stay within?
• Is there a budget approved for this project?
• Have the funds been allocated to this purchase?
• What budget (department) will this purchase be made under?
• Are there other purchases that this funding may end up being used for?
• How does the project fit with other initiatives from a priority standpoint?
Ability to Purchase Questions
CURRENT
STATE
NEED TO
PURCHASE
ABILITY TO
PURCHASE
PAIN
QUESTIONS
DESIRED
STATE
ORGANIZATION

27. • What is the decision-making process?
• What parties will be involved in making the decision?
• What are the key factors that a decision will be based on?
• What functional areas (departments) will be impacted by the purchase?
• Is there a committee that this type of purchase has to go through?
• Who is the ultimate decision maker?
• Who is the person that will need to sign the agreement/contract?
Authority to Purchase Questions
CURRENT
STATE
NEED TO
PURCHASE
ABILITY TO
PURCHASE
AUTHORITY
TO
PURCHASE
PAIN
QUESTIONS
DESIRED
STATE
ORGANIZATION

28. • What other options are you considering?
• How far along are you in discussions with them?
• How do you feel about your other options?
• What do you like about them? What do you not like about them?
• How do they compare with what we have to offer?
• Is there a reason why you would choose us over them?
• If you had to make a decision today, which way would you lean?
Intent to Purchase Questions
CURRENT
STATE
NEED TO
PURCHASE
ABILITY TO
PURCHASE
AUTHORITY
TO
PURCHASE
INTENT TO
PURCHASE
PAIN
QUESTIONS
DESIRED
STATE
ORGANIZATION

29. Can I schedule a sales discovery
meeting with you where I can ask
you a bunch of questions?
Our standard process is to have a
discovery meeting where we can gather
some details about your environment.
What is the best way to get that on the
calendar?
How to Sell the Sales Discovery

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32. SMART
Sales
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S
M
A
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ales
essaging
nd
esponse
actics

33. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

35. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

37. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

39. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

41. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

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