The 4 Discovery Questions That Make Closing Easy
Your rep is on a discovery call.
The prospect is talking about their challenges. They seem engaged. They’re asking good questions about your solution.
Your rep thinks: “This is a great opportunity.”
Then the deal sits in the pipeline for four months and dies.
Here’s why.
Your rep never asked the one question that separates real deals from tire-kickers:
“How committed are you to solving this problem?”
Not “Is this a priority?”
Not “When do you want to solve this?”
But “How committed are you?”
Then you shut up and listen to what they say.
Here’s What You’re Listening For
If they say “We’re very committed. This is a top priority,” that’s not an answer. That’s a reflex.
You follow up with: “What does ‘very committed’ mean? What are you willing to do or change to solve this?”
If they say “We’re exploring options,” kill the deal. Right there.
“Exploring options” means they’re doing research. They’re not solving a problem. They’re gathering information for a project that might happen someday.
If they say “We have to solve this by Q1 or we’re going to lose clients,” now you’ve got something.
That’s a real deal.
What Happens When You Don’t Ask
I was coaching a rep last month. He was working a deal worth $120K. Had three calls with them over six weeks. They kept saying “this looks really interesting.”
I told him: “Ask them how committed they are.”
He pushed back. “I don’t want to seem pushy. They’re clearly interested.”
I said: “Just ask the question.”
He did.
Prospect paused. Then said: “Honestly? We’re just exploring what’s out there. We might tackle this next year. Maybe.”
The rep killed the deal himself. Right there on the call.
He was frustrated. “I just wasted six weeks.”
No. He saved himself another 40 hours of chasing a ghost.
Here’s What Most Reps Do Instead
They hear “we’re interested” and assume that means “we’re buying.”
They spend months chasing deals that were never real.
They get to the end and the prospect says: “We’ve decided not to move forward right now.”
And your rep is shocked.
They shouldn’t be.
The prospect told them the truth in week one. Your rep just didn’t ask.
What This Means For You
If your pipeline is full of deals that never close, your reps aren’t asking about commitment.
If deals are sitting in Stage 2 for 90 days with notes like “waiting to hear back,” your reps don’t know if the prospect is actually committed to solving this.
If you’re constantly surprised when forecasted deals fall apart, your reps are confusing interest with commitment.
Start asking: “How committed are you to solving this?”
Then listen. Really listen.
If they’re exploring options, say thank you and move on.
If they’re committed, you’ve got a real deal.
That one question will save your team hundreds of hours chasing deals that were never going anywhere.
Questions our sales training programs? Email me at adam@thenorthwoodgrp.com.
