The Sales Lab: Better discovery, better conversion

Ask better questions and uncover what really matters to the buyer

Strong sales outcomes start with effective discovery. Too often, sales conversations stay at surface level, missing the motivations, priorities, and urgency that drive decisions.

This practical session helps small businesses strengthen discovery conversations, enabling them to better understand prospects, tailor solutions, and improve conversion later in the sales process.

What you’ll learn

• How to run focused, effective discovery conversations
• Moving from surface needs to real buying drivers
• Improving questioning and listening skills
• Understanding pain points, priorities, and urgency
• How strong discovery improves alignment and conversion

Takeaway

You’ll leave with a discovery question planner to help you prepare for sales conversations, ask better questions, and uncover what truly matters to buyers.

Ideal for business owners, freelancers, and SME teams who want more productive conversations, deeper insight into prospects, and stronger sales outcomes.