Most deals are lost long before the proposal — in a discovery call that stayed on the surface. After coaching thousands of sales professionals, I keep seeing the same fix work: spend the first five minutes on the customer, not the product.
1. Start with their world
Ask what is changing in their business this quarter. People who feel understood volunteer far more than people who feel pitched to.
2. Quantify the pain
"That sounds frustrating" is empathy. "What does it cost you each month?" is a business case. You need both.
3. Agree the next step before you hang up
A call without a dated next step is a wish. Propose it, confirm it, put it in the calendar together.
