As humans, we all have a tendency to focus on what we could lose. In relationships, life, and business, we often fixate on scarcity and separation instead of abundance and connection. This natural bias can be especially challenging in sales, where prospects are often thinking about what could go wrong.

When it comes to making purchasing decisions, prospects feel a sense of fear or uncertainty about the outcome. They worry about making the wrong choice and losing money or time. This fear can lead them to focus on the negative aspects of a product or service, rather than the potential benefits.

To be successful in sales, it's essential to help prospects see the value of partnering with you, rather than the cost. By understanding their current situation, their desired outcome, and the obstacles in their way, you can help them see how your product or service can help them achieve their goals.

At SAYA, we do this in the second step of the SAYA System: Discovery.

In Discovery, your goal is to earn the right to eventually be able to present your solution. You cannot present your solution until you are absolutely clear on whether or not the prospect even has a problem you could potentially help solve. Your close begins with a proper Discovery.

Here are a few things to keep in mind as you enter the Discovery stage in the System:

Don’t assume you know everything about your prospect
While you may have had prospects and clients in the past who have struggled with certain issues, the prospect who is sitting in front of you in the present moment might not be able to relate. Every conversation with a new prospect brings with it an entirely new set of circumstances, challenges, and unique pain points. Go into Discovery with an open mind and focus on the information your prospect is sharing, not what you think or assume they will say.

Listen actively and don’t rescue
A proper Discovery is all about listening intentionally. After your prospect shares something they are struggling with, you may find yourself tempted to jump in and tell them about how you can and will solve all their problems! Resist the temptation to rescue them in Discovery and instead, focus on actively listening. 

Ask meaningful questions
In Discovery, it is your job to help the prospect uncover as many details about their current situation as possible. At SAYA, we call these chunks of the conversation D.I.C.E. panels. 

Details of the problem

Impact of the problem

Cause of the problem

Emotional impact of the problem

You want to create a comfortable environment in the conversation where your prospect can be honest about what their current “prison” looks and feels like. 

As a sales professional, you are more than just a transactional figure. You are an advocate for your prospects, helping them make informed decisions and guiding them toward positive outcomes. By showing up for them in a way that fosters understanding and awareness in your Discovery step, you can help them overcome their fears and ultimately get the help they need.

How will you apply this insight in your next sales conversation?