GMS_Sales_Training_Manual_Expanded BDS

GRAPHIC MEDIA SOLUTIONS | Corporate Sales Training Manual

10. Discovery & Needs Analysis Discovery is the most underutilized — and most important — stage of the sales process. A rep who asks great questions will always outsell a rep who delivers a great pitch. Your goal in discovery is to understand the prospect's business well enough to prescribe the right campaign.

Core Discovery Questions • "How do you currently attract new customers?" — Opens the conversation about marketing activity. • "What promotions or sales events are you planning this quarter?" — Identifies near-term buying opportunities. • "What marketing materials do you currently print, and who handles that for you?" — Reveals existing spend and vendor relationships. • "What does a new customer typically mean in revenue for your business?" — Establishes ROI context for your pricing conversation. • "If you could wave a magic wand and solve one marketing challenge, what would it be?" — Uncovers the emotional and strategic priority. • "Have you tried direct mail before? What was your experience?" — Surfaces past objections before they become current ones. Active Listening Protocol During discovery, follow the L-A-R framework: • Listen: Let the prospect fully answer before speaking. Silence is productive. • Acknowledge: Reflect back what you heard -‘So it sounds like your biggest challenge right now is slow foot traffic on weekdays?' • Record: Take notes visibly. It signals that what they say matters.

Pro Tip: Spend at least 60% of your discovery call listening. The prospect's own words are your best sales tool.

Confidential — For Internal GMS Use Only | Page 11