Conducting Client Discovery Interviews: Listening, Questioning, and Understanding for Better Sales

Training objective: Enable sales professionals to master the customer discovery phase — a critical step that determines the quality of the entire sales cycle — by developing their listening, questioning, and needs analysis skills to craft perfectly targeted commercial proposals and significantly increase their conversion rate. The training is based on a progressive case study — a real or fictional B2B prospect brought by participants — which each salesperson works on from preparation to the synthesis of the discovery phase. Each participant leaves with their own tested and debriefed discovery framework.

• Understand the challenges and common errors in the discovery phase
• Prepare a discovery interview methodically
• Master questioning techniques: open, closed, rebound, implication
• Practice active listening to detect expressed and latent needs
• Identify buying motivations using the SONCAS method
• Structure discovery with the SPIN method
• Reformulate and validate a compelling discovery summary
• Use AI to prepare and enrich discovery interviews