The Open Diagnostic Probe in the Perfect Discovery Call
The open diagnostic probe serves as an alternative to a premature presentation.
Presenting too early directs the conversation to the seller’s solution and almost always leads to a premature disqualification by the buyer. A generic presentation convinces the buyer that seller’s solution is not a fit for their unique, specific needs.
Instead, asking the buyer to express their needs engages them in the process – and allows you to present a solution to meet their specific needs.
There are several versions of an open probe:
Classic
Examples:
“Would it help if I understood how this project came about?”
“Starting off, would it make sense to begin with a quick overview of what you are looking to accomplish?”
“What inspired you to volunteer for an hour to talk to a salesperson today?” (Playful.)
Three-buckets (choose your adventure)
If the buyer cannot state a need, share three examples of needs expressed by their colleagues to assist them.
Example:
“What if I suggest the top three reasons why other [title/vertical] are interested in talking to me. If one of them resonates, we can explore it. If none apply, we may conclude there may be no fit.”
#1 “When I speak with your colleagues, the first thing they often say [summarize a problem or goal]. Since I don’t know you, I don’t know you, so perhaps that doesn’t apply to you?”
- If it applies to this buyer, continue with the Need Diagnostic
- If not, go to #2.
#2 “Number two is [summarize a problem or goal]. Does that apply to you or did I miss again?”
- If it applies to this buyer, continue with the Need Diagnostic
- If not, go to #3.
#3 “Number three is [summarize a problem or goal]. Does that apply to you or did I strike out?”
- If it applies to this buyer, continue with the Need Diagnostic
- If not, revert to an open probe.
#4 “If I had said the right thing, what would it have been?”
The formula for these role-specific diagnostic probes is:
Credibility Reference + Potential Need + Pull Left
- Credibility Reference = “When we speak to your colleagues – other CEO’s of software companies…”
- Potential Need = “…the sales forecast is not always as accurate as they’d like…”
- Pull Left = “Do you have that down to a science?”
Lead follow up; If they have raised their hand
Examples:
“What prompted you to look at [a sourcing module]?”
“I know you downloaded the white paper, but I don’t presume this topic is one of your top areas of interest right now?”
“When you registered for the webinar, was there anything in particular you were focused on learning about?”
“When you scanned your badge at our booth, did you have some reason to look into what we do, or did you just want that great (giveaway)?”
Ask them to describe the current process
Example: “How do you do it now?” is a common and reasonable starting point in the case of no need expressed.
Multiple Needs
When the buyer lists a number of needs, ask which of those needs is most important, so you can focus on it first.
Example:
“In order to focus our limited time best – if we were to choose – analytics, PO automation, governance – is there one you think we should start with?”
Level set
Should we stop? When you ask the buyer’s goals for the call in the mutual agenda, they might say,
“I have no goals. You asked for this meeting!”
In this case, fall on your sword and offer to end the call. Pulling left is the single most reliable way to get need on the table.
“I just had the sinking feeling. Did Rob get bit over-enthusiastic and pressure you into a meeting with no real reason identified? If so, we don’t have to continue.”
Get even more of Steve’s insights on how to strengthen your position and achiever results in Negotiating with the Savvy Software Buyer.