Intersection 2: Discovery

We start with Discovery because it is the foundation of successful presales campaigns. The only way, other than pure luck, to design an effective solution to a problem, regardless of the nature of the problem or solution - is to fully understand the current state (problem) and envisioned state (outcome). Far too common, especially in information technology, companies develop solutions and set out looking for the problems.......

Theodore Roosevelt is credited with the phrase, "Nobody care how much you know, until they know how much you care". I believe the embodiment of this statement is the very essence of effective presales behavior. By showing curiosity in understanding the customer's challenges, needs, aspirations and goals - we PROVE that we care about their success. It is incredibly important that this curiosity be genuine as it will be a reflection of your character - failure to do so will be noticeable and will inhibit your ability to generate a lasting relationships with the customer. This can sometimes work in transactional relationships - but will never grow into a transformational partnership.

As we gain the customer's trust - they will share more intimate details and over time the number and types of opportunities will continue to increase. As we continue to provide value to help solve these challenges - whether directly with our products/solutions or indirectly through our partner network(s) and or simply good advice - the number of opportunities will grow.

One of the keys to good discovery is repeatability and standardization. While every customer is unique in their own way - there are many aspects of their environments which are similar. Developing a standardized method to capture and document customer information will make your discovery more efficient and effective. Keep in mind - you want discovery to be conversational - not an interrogation. As much as possible, capture the information in a pictorial format - people love pictures far more than a spreadsheet or word document and thus will be far more likely to give you feedback and/or display the outcome.

My final note on discovery is to SHARE. Take the information you gathered and share it internally with your team. In this age of specialty sales teams - sharing your customer insights will aid in the development of new opportunities and well as a more consistent customer facing strategy. Once you have shared internally, share it with your customer - this step is CRITICAL. They will either validate what you have gathered or will help you identify gaps or mistakes in the discovery. Ensuring accuracy is essential. Finally - the customer will have received something from discovery - a document (ideally a picture) that reflects their current state and their future state requirements. This will differentiate you versus your competition and will validate that you really do care about their success. Good selling.

Long may your big jib draw