Define, define define!
This is the #1 thing that salespeople mess up in discovery.
They fail to define everything.
In a solid discovery, you should be getting to the root definition of everything your buyer says. If they say they’re not getting enough sales, you should ask them to define “enough”. If they say they their company’s sales cycle is too long, you should ask them to define “too long.” When you miss out on defining all of your buyer’s problems, you never uncover all the information needed to leverage in the sales cycle.
So what does “defining” everything look like in discovery? Check it out in Keenan’s video below.