Contact Us

Discovery – The Cornerstone of Opportunity Risk Management

Picture of Anders Gustafsson

Anders Gustafsson

Mastering Discovery in MEDDPICC: Building Credibility and Driving Conversations

Discovery in MEDDPICC is about building credibility to gain access to the right information. Going in and firing off a checklist of discovery questions often backfires; instead, providing value upfront helps prospects feel comfortable sharing insights. This approach sets the stage for meaningful answers and a clearer path forward in the sales process.

Building Credibility Before Asking Questions

Jumping straight into questions can derail progress. Instead, start with credibility-building steps, like sharing relevant customer stories. For example, using stories from similar industries or adapting your examples can make your case stronger. If selling to banks without a reference in that sector, for instance, you might use a retail success story to inspire banks to aim for higher standards of customer experience.  

Using Metrics to Establish Trust

In early discussions, use relevant Metrics to reinforce your credibility. Share success metrics to help prospects believe in your value.
  • Example: “Company X improved Y after partnering with us, making it a no-brainer decision.”

The Goal of Discovery: Moving from Identifying to Implicating Pain

Discovery isn’t just about identifying pain points; it’s about guiding the prospect to implicate these pains within their organization. Consider the Three Whys:
  1. Why should they take action?
  2. Why should they choose you?
  3. Why should they act now?

The Seven Key Questions

To dig deeper and uncover critical insights, focus on these questions:
  • What is working?
  • What isn’t working?
  • What positive outcomes happen when it works?
  • What negative consequences occur when it doesn’t work?
  • Who does this impact?
  • How much is it costing them?
  • Why haven’t they tried to solve it yet?

Examples of Conversational Discovery

When asking questions, make them specific and tailored:
  • “I noticed digital sales grew by 38% last quarter; what factors contributed to this success?”
  • “Are there any obstacles that prevented even higher growth?”
  • “How much additional growth could you achieve if you had [your solution]?” Aim for a percentage here.
  • “What’s the incremental revenue impact of X% additional growth?”

Understanding Business Context

Ask questions that give you a sense of the business’s overall direction:
  • Are they growing, expanding, or making acquisitions?
  • What’s the general business health?
These insights help prioritize opportunities and focus on those with real potential. Make sure to manage your time wisely, pursuing deals that can close instead of running in circles.

Pre-Meeting Qualification Checklist

Before meeting with someone, get clear on the following:
  • Goals: What’s your desired outcome for this engagement?
  • Background: What is their role, goals, and current challenges?
  • Research: Gather public information on their business and goals.
  • Connections: Identify mutual contacts who might offer insights.
  • Meeting Prep: Set clear expectations, agendas, and anticipate potential objections.

Navigating Price Discovery

When pricing comes up, treat it as a buying signal. Use these three pricing strategies to set expectations:
  1. Reference Base Price Conditioning “When [reference company] implemented our solution, their customer lifetime value rose by 12%, equating to an additional $2M in annual revenue. If a similar $50,000 investment could get you $2M, wouldn’t it be worth it?”
  2. Casual Price Drop Conditioning “Do you have different approval levels for various cost thresholds? For instance, does an investment over $500,000 require further review?”
  3. Price Model Conditioning “Our model scales with the volume you send through. Initially, it might cost around $15,000, but as you grow, it could be closer to $2,000,000. ROI scales with usage — no one invests $2M without seeing a return.”
Deliver these points naturally. Confidence in pricing helps the customer feel confident, too.

Conclusion

Discovery is essential to understanding and validating the true pains of the prospect, and metrics are the key to quantifying these insights. By asking the right questions, building credibility, and focusing on real opportunities, you guide the sales process to a well-defined outcome.

Call to Action

Want to delve deeper into MEDDPICC strategies? Follow us for more insights on making every discovery call impactful.