3 Magic B2B Sales Discovery Questions to Understand Buyer Intent 💡

Being a great salesperson is a lot like being a great comedian. You need to understand your audience and adapt your material to connect with them on a personal level.

Let’s look at how stand-up comedy techniques can help you better gauge buyer intent during the sales process:

Engaging Your Audience in Sales - It's All About Reading the Room

Similar to comedians performing on stage, salespeople need to accurately gauge their audience from the first interaction and figure out what they need. Are they truly interested in what you're saying? Are they engaged by your pitch? Or are barely paying attention and dying to end the Zoom meeting?

You have to master the ability to "read the room" like an experienced stand-up comic. Look for subtle cues in their tone, energy level, and response times. Are they asking follow-up questions? Nodding and taking notes? Or giving one-word answers and constantly interrupting you?

Based on how prospects are reacting on these calls, you need to bring out new tools from your toolbox to re-engage them. Maybe they need a specific concern addressed. Or perhaps you transition into telling a relevant success story. The key is listening closely and improvising in real-time.

Ask Strategic Questions to Uncover True Intent  

Beyond generally assessing engagement, asking smart, strategic questions is absolutely vital to uncovering your prospect's true needs, motivations, and intent.

Here are 3 “magic” questions I always rely on:

1. What recently changed to make this a priority now?

This question reveals the urgency and specific drivers behind their interest. Knowing there's a new C-level mandate, or if what they’re trying to solve is tied to a broader company initiative, tells you if they have budget and decision-making power.

2. What does success look like if we decide to work together?

This unpacks their goals, metrics, and what value they hope to achieve. If the prospect has a clear vision of success, it means they're further along the buyer's journey.

3. How did you arrive at a budget for this solution?

This question offers invaluable insight into their buying process. A defined budget from the CFO is very different from "we're not sure yet, still figuring it out".

Adjust Your Pitch for Inbound vs. Outbound Prospects

Your approach to uncovering intent should differ considerably whether you're meeting with an inbound lead vs. reaching out to outbound prospects.

For inbound leads, use a discovery-focused, question-led approach to draw out business challenges and identify needs. You can ask probing questions and not worry as much about initially providing value.

But for outbound prospects, lead with valuable insights, industry trends, and useful education. Then ask just a few targeted questions before wrapping up and proposing next steps.

Having an Arsenal of Pitches for Any Audience

The very best salespeople have a full arsenal of messaging, anecdotes, and stories ready to deploy like a seasoned comedian with a full joke repertoire.

You test out trial balloons and improvise in real-time based on prospect feedback. Build your personalized pitch live based on reading their reactions and finely tuning to their needs and intent. 

This takes practice, but the ability to cobble together the right story, case study, or investment estimate on the fly is what separates good salespeople from great ones. Want to learn more? Watch our latest video by clicking here.

Key Takeaways

✅ Expertly gauge your prospect's reactions during calls to "read the room".

✅ Ask strategic questions to uncover their true needs and buying motivations.

✅ Tailor your pitch and approach for inbound vs. outbound. 

✅ Build a diverse sales arsenal and improvise pitches based on prospect feedback.