Corporate Visions

Winning Sales Discovery – Research Reveals What Most Sellers Get Wrong

Research from Dr. Leff Bonney and Florida State University reveals that sellers who adopt a problem-minded approach—accurately identifying the buyer’s core problem during discovery calls—are 30% more effective than those using a solution-minded approach, which often leads to missed opportunities, and that applying behavioral science-backed questioning techniques can add immediate value and significantly improve sales outcomes.

Research shows that solution-minded sellers are 30 percent less effective than those who take a problem-minded approach to discovery. When sellers can accurately identify the buyer’s problem during discovery calls, it smooths out the sales process, boosts the buyer’s confidence in the solution, and leads to more deals won. However, sellers only get it right less than half the time, according to a recent study from Dr. Leff Bonney and the Florida State University Sales Institute.

The main issue is that most sellers approach discovery from a solution-fit frame of mind—they ask a few light questions to surface identified needs, and then introduce a product to match those needs. This approach often leads to missed opportunities and lost deals.

To avoid these common discovery mistakes, new behavioral research reveals a seldom used and highly effective approach to discovery. Key takeaways include:

  • What most sellers get wrong during discovery calls that could cause them to lose deals.
  • The most effective way to identify your buyer’s problem—and determine whether it’s the right problem.
  • How to add immediate value to your next sales conversation by asking better questions backed by behavioral science.

By shifting from a solution-minded to a problem-minded approach, sellers can have more engaging and insightful discovery conversations, ultimately improving their sales outcomes.