From Running Shoes to Sales Strategy: Lessons in Discovery from an Outstanding In-Store Experience

One of my personal goals for 2025 is to run my first marathon, aiming to finish in 4 hours and 15 minutes. I’ve been training diligently for a couple of months, running 4–5 times a week according to a structured plan. Last week, a colleague I talked to about this plan made an excellent suggestion: I should have my feet professionally analyzed to ensure I’m running with the best possible shoes and minimizing the risk of injury.

So, with a free evening due to a cancelled badminton session (I'm battling a cold right now), I decided to take action. My wife, our two kids, and I headed to a local store for a proper consultation - and the experience blew me away.

Over the past months, I’ve been running with shoes I purchased online using a basic questionnaire that asked for input like my size, weight, and workout level. They weren’t terrible, but they also weren’t perfect. I wasn’t sure what to expect when stepping into the store, but the process that followed was eye-opening, and I couldn’t help but draw parallels to how we approach sales in the B2B world.

Here’s how the experience unfolded - and why it’s a masterclass in sales discovery:

1. Start with High-Level Discovery

The sales person immediately engaged me in a focused, yet conversational discovery. Questions included:

What’s your goal? Run a marathon.

When? October 19th.

Where? Palma de Mallorca.

Are you aiming for a specific time? Yes, 4:15.

What’s your current running level? Up to 30 km per week across 5 days, gradually increasing.

These questions gave him a clear picture of my objectives, context, and current status. He didn’t rush to recommend a product but instead established a framework for the solution by understanding me first.

2. Deep Dive Analysis

Next, he took the process to a much deeper level. Using a scanner, he analyzed the way my feet make contact with the ground, highlighting pressure points and movement patterns. He explained what this meant in simple terms and how specific shoe types could address these dynamics to provide optimal support.

3. Tailored Recommendations and Testing

Based on the data, he presented several shoe options, carefully observing how each performed as I ran through the store. He even introduced custom inner soles to demonstrate the difference they could make. After 90 minutes of testing and discussion, I walked out with the most comfortable running shoes, inner soles and socks I’ve ever worn—shoes that felt like they were designed specifically for me.

4. Delivering Value Before Discussing Price

What stood out to me was that price wasn’t mentioned until checkout. The focus throughout was on uncovering my needs, educating me, and providing value. By the time we saw the price tags, it felt like a natural next step—not a point of friction. I didn’t feel pressured; I felt confident.

The feeling of this experience was so good that I wanted my wife and kids to have equally perfect shoes. They went through the same process and discovered they had been wearing shoes that didn’t fit properly either. This thorough consultation gave all of us not just better shoes but also new insights about something as fundamental as how we move.

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What This Means for Sales Professionals

This experience reinforced a principle I firmly believe in as part of my profession: exceptional discovery is the foundation of any successful sales process. Whether you’re selling running shoes or enterprise solutions, the approach is the same:

1. Take the Time to Understand the Customer’s Goals: Start with high-level discovery. Understand their objectives, challenges, and priorities before jumping into solutions.

2. Dive Deep to Uncover Specific Needs: Go beyond surface-level information. Use tools, data, or insights to identify the customer’s pain points and tailor your recommendations accordingly.

3. Deliver Value First: Focus on presenting a solution that aligns with their needs and goals. When the value is clear, price becomes a secondary consideration.

4. Educate and Involve the Customer: Bring them into the process, whether that’s demonstrating solutions or showing them how your recommendations address their specific challenges.

This simple yet powerful process is something every sales professional can apply in their work. For me, it was an experience that’s going to help me reach the starting line in October feeling strong, confident, and ready to achieve my goal.

Have you had an experience that shaped how you think about discovery or customer engagement? I’d love to hear about it in?the?comments!