10/18/2026
You think you close the deal when the contract gets signed? You’re already late.
The real selling happens in discovery.
This is where you uncover the problem, understand what matters to the buyer, and build the trust that moves a decision forward.
When a prospect tells you they have a problem, ask what’s driving it, how it affects their business, and what happens if nothing changes.
And don’t rush to fill the silence. Give them room to think and tell you what’s really going on.
The best salespeople aren’t the ones with the best pitch. They know which questions to ask and when to shut up.
Miss the mark in discovery, and you’ll spend the rest of the sales process trying to make up for it.
Can you handle the silence long enough to hear what your prospect is really saying?