Ep. 155 - You’re Probably Doing Discovery Wrong - And It’s Costing You Deals - B2B SaaS sales - SaaS Backwards

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B2B SaaS sales Value-based selling sales discovery process overcoming no decision sales discovery best practices

Episode notes

Send us Fan Mail Guest: Peter Cohan, Author of Doing Discovery - Most sales teams think they’re great at discovery. The reality? About 80% are getting it wrong - and it’s the single biggest reason why deals stall, go to a competitor, or die with “no decision.” Peter Cohan, author of Doing Discovery , breaks down why traditional discovery methods are failing and what SaaS sales teams must do differently to uncover real customer value, build compelling business cases, and stop losing winnable deals. The biggest mistake sellers make? Rushing to the demo before fully quantifying business pain. If you can’t pin down the numbers behind a buyer’s problem and desired outcome, you’re making it nearly impossible for them to justify the purchase - let alone get buy-in from their team. Peter shares practical strategies to flip the script on outdated discovery calls, avoid the “interrogation” trap, and use discovery to drive urgency, not just collect pain points. Key Takeaways: Uncover the Value Gap: The secret to avoiding “no decision” isn’t just probing for pain - it’s quantifying the gap between today’s reality and the desired future state.

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