Have you ever used the term "Discovery", but found that your prospects have no idea what it means? If so, you're not alone. In fact, many buyers find the term confusing, frustrating, and even a roadblock to making a purchase. That's why it's essential to communicate the value of the Discovery step in a way that resonates with your audience. In this blog post, we'll explore why "Discovery" can be problematic, and how you can reframe it to benefit both you and your customers.

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1) Most prospects don’t know what “Discovery” is

If you tell the average buyer that the next step is “Discovery,” they’ll probably look at you funny and not know what you’re talking about. “Discovery” is a term that the tech industry uses, and one that most other industries don’t understand. For example, if you say “Discovery” to a medical professional, they’ll have no idea what you’re talking about. Medical professionals have their own terms like “diagnosis” or “SBAR” that make sense to them. And, similar to how you may feel if a doctor used these terms with you without explaining what they mean, “Discovery” may make your prospects feel lost.

To prevent this, consider changing "Discovery" to match the lingo of your prospect. In other words, don't call it "Discovery" unless you're selling to another tech company.

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2) “Discovery” sounds like a roadblock

Let’s face it, most customers hate talking to salespeople. That's why most people do all the research they can on their own, before talking to anyone. So when they reach out, they want to move forward, not pause. Asking for a discovery call can feel like a huge pause for prospects. It can even lead to frustration and possibly them moving on to another vendor. Instead of creating this roadblock, cut down on the lingo and tell prospects that you want to ask a few questions so you can find their solution faster, with fewer meetings.

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3) “Discovery” sounds like it only benefits the vendor

Finally, most buyers think that Discovery only benefits the vendor. Although this isn't true, most prospects struggle to see what value they get from discovery calls. From their perspective, they already know their problem, and they are ready for a solution. To help customers understand how this process benefits them, try telling them the possible consequences of NOT having a discovery call. Saying something like, "I want to make sure we set you up with a solution that will meet all your needs" can help accomplish this, as well as build trust with your customer.

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Stop asking for Discovery and start telling your prospect what’s in it for them. 

The bottom line is that Discovery provides significant value to both the prospect and the vendor. The problem isn’t in the activity itself, but instead in the name “Discovery". To be more effective, consider ditching the term "Discovery" and instead try telling your customer what's in it for them. For example, you can say something like...

“Have you ever sat through a demo where the presenter wasted your time talking about things that you don’t care about? To make sure that doesn’t happen, could we set up 20 minutes so that I can ask you some questions and tailor the demo to what you’re interested in?”

Try this out in your next sales cycle and watch how much more excited your prospect gets about doing "Discovery." 
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