Prospects often describe wants (e.g., "a more efficient system"), which are not true problems. Asking about the motivation behind their desire forces them to articulate the underlying pain that actually drives a purchase decision.

The discovery phase of a sales call isn't a generic interrogation or a prelude to a demo. Its only goal is to understand the customer's PULL: their specific Project, its Urgency, the other Options they've considered, and the Limitations of those options. Only then can you effectively position your product.

Standard discovery questions about 'pain points' are too broad. Instead, focus on concrete 'projects on their to-do list.' This reveals their immediate priorities, existing attempts, and the specific 'pull' that will drive a purchase, allowing you to align your solution perfectly.

A potential customer can logically agree with your framing of their problem yet have no intent to buy. True demand isn't intellectual agreement; it's a palpable force. You must sense the pressure of them actively pushing against a wall. A customer leaning back and nodding is a red flag.

Instead of starting with intros and a list of questions, ask the prospect why they accepted the meeting and what they hope to get out of it. This simple question cuts through the noise and gives them an opportunity to state their intent and priorities upfront, revealing their 'pull' from the very beginning.

Instead of asking broad questions like "What are your challenges?", present a menu of common problems: "Typically, frustrations are A, B, or C. Which is it for you?" This makes it easier for prospects to articulate their pain and guides them toward the specific problems your solution excels at solving.

When a prospect gives one-word answers, repeatedly and politely ask "Can you give me an example of that?" or "Can you be more specific?" This simple loop forces them to move from vague statements to the concrete details needed to build a case for your solution.

Instead of pitching a customer, ask them, "Why did you decide to get on this call?" and "Why now?" This forces the prospect to articulate their own pain and why they believe you are the solution, reversing the sales dynamic and revealing core buying motivations.

Instead of asking about generic pain points, use the 'Pull' framework (Project, Unavoidable, Looking, Lacking) during discovery. The goal is to uncover the customer's single most important, blocked priority, which is the only thing they will act on.