Module 3 of 7
The discovery conversation, structured
Their situation first, your offer last.
Discovery is ENT-101 pointed at one person who might buy rather than at twelve who have the problem, and the same rule governs it: ask about what has already happened. What are they doing now? What did they try before? What did that cost them, in money, hours, or a customer? Who else is involved in deciding? What happens if they do nothing at all — which is the most under-asked question in selling, because doing nothing is your real competitor far more often than another supplier is.
Structure it so your part comes last. Open by agreeing what the half hour is for and saying plainly that you may conclude you are not the right fit. Spend the bulk of it on their situation. Only then describe what you would do, and describe it in the words they used rather than yours. Close by agreeing exactly what happens next and by when — a conversation that ends in "I will send something over" with no date is a conversation that ends.
Two habits. Write down phrases verbatim, because the proposal is built from them and paraphrase loses the thing that made them specific. And leave silences alone; the useful sentence usually arrives about four seconds after you would have filled the gap.
Ask what they do now, what it costs, who decides, and what happens if they do nothing. Describe your part last, in their words, and end with a dated next step.