Why this matters
Pitching before you understand the prospect means delivering the same speech to everyone and wondering why it rarely lands. Three discovery questions can help reveal the prospect's problem, priorities, and ability to buy.
What "done" looks like
- Three standard discovery questions, written down and memorized
- Each asks about the prospect's current situation and past behavior, not your product
- In practice runs, the prospect talks more than you do before you pitch
- You can restate their answers back before presenting anything
How to do it
- Write question one about today: "How do you handle X right now?"
- Write question two about pain: "What's the most frustrating part of that?"
- Write question three about stakes: "What happens if it stays this way?"
- Ask, then stay quiet, let silence do the work; never answer your own question.
- Bridge to the pitch in their words: "So you're losing evenings to invoicing, here's how we fix that."
Common mistakes
- Leading questions that fish for the answer you want ("Wouldn't you love to save time?")
- Hypothetical questions, "would you use..." invites polite lies; ask what they actually do
- Turning discovery into an interrogation, three good questions beat ten shallow ones
Real-world examples
- Neil Rackham's SPIN Selling research, Huthwaite's study of 35,000 sales calls over 12 years, found that successful sellers in larger sales asked more effective problem and implication questions before presenting.
- Rob Fitzpatrick's book The Mom Test, used in university and accelerator curricula, documents why questions about past behavior beat "would you buy this?", people lie to be nice.
From a founder's point of view
Asking first feels like losing control of the meeting. It's the opposite: the prospect tells you exactly which version of your pitch to give. The seller who asks the best questions usually learns enough to win.
Rule of thumb
If you can't repeat the prospect's problem back in their own words, you haven't earned the right to pitch yet.
