Sales · Lesson 3
Discovery questions that build trust
The best salespeople ask better questions and talk less.
Discovery is the conversation where you understand the client's situation before suggesting anything. Aim for the client to talk 70% of the time. Clients trust advisers who understand them, and you need the details to price and propose well.
Move through four areas: Situation ('Tell me about the project'), Problem ('What's not working today?'), Impact ('What does that cost you — in time, money or reputation?'), and Desired outcome ('What would a great result look like in a year?'). Follow each answer with 'Tell me more' or 'Why does that matter?'.
Close the conversation by summarising what you heard and checking it: 'So the priorities are speed of approval and staying within ₦300m — have I got that right?' This confirms understanding and makes your proposal feel built for them.
Example — Hypothetical: one deeper question
Client: 'We need a new layout.' Adviser: 'What's driving that now?' — 'Staff complain, and we lost two senior hires who saw the office.' The real problem is talent attraction, which changes the whole proposal.
Try this
Write one question for each of the four areas, tailored to your typical client. Use them in your next sales conversation.
Reflect
In your last client meeting, who talked more — you or the client?