15 Sales Discovery Questions That Turn Calls Into Revenue (2025)

If discovery calls feel like guesswork, this guide will help. You’ll get 15 proven discovery call questions, simple follow-ups, and quick scripts you can copy. Everything here is practical and easy to use on your next call.

What a great discovery call looks like

A strong discovery call does four things:

• Confirms the problem in the buyer’s words. 
• Proves the impact is worth addressing now.
• Maps the people and the process to make a decision.
• Earns permission for next steps.

This is not a monologue. It’s guided by curiosity. Data backs this up: successful calls tend to be within the 11 to 14 question range, and top performers maintain a better listen-to-talk ratio than average reps.

Modern B2B deals involve more players. Expect six to ten people, often more in enterprise settings. If you don’t uncover them early, deals can stall.  

How to use these questions

• Choose 3 to 5 from this list for your first call.
• Add follow-ups to dig deeper.
• Use the buyer’s words. Keep sentences short.
• Avoid product talk. Focus on the problem first.
• Take clear notes. You’ll need them for your recap.

The 15 best discovery call questions (with follow-ups)

Each question includes why it works, follow-ups, and a pro tip for easier calls. Incorporate your secondary keywords naturally: sales discovery questions, discovery call questions, and sales discovery process.

1) “What made you take this call today?”

Why it works: This question highlights the trigger event. You discover the real “why now.”  

Follow-ups:

“What changed in the last 30 to 60 days?”

“What happens if nothing changes for another quarter?”  

Pro tip: If they say “just looking,” ask, “What are you hoping to learn first?”

2) “How are you handling this today?”

Why it works: This sets the baseline. You get to see the current workflow and identify gaps.  

Follow-ups:

“Walk me through it step by step from start to finish.”

“Where does it slow down or break?”  

Pro tip: Listen for workarounds and exports. Pain often hides in the messy spots.

3) “What would make this project a win for you this quarter?”

Why it works: This shifts the focus from features to outcomes.  

Follow-ups:

“How would you measure that win?”

“What number would make your boss smile?”  

Pro tip: Write the success metric exactly. It will serve as your anchor later.

4) “Who else should weigh in on this?”

Why it works: This question maps the buying group early. It helps avoid single-threaded deals.  

Follow-ups:

“Who approves the budget?”

“Who manages the day-to-day?”

“Who will say ‘no’ if we miss X?”  

Pro tip: Invite them to the next call. Big deals need multiple threads. Large buying groups are now common.  

5) “What criteria will you use to choose a solution?”

Why it works: This reveals the scorecard you need to meet.  

Follow-ups:

“Which criteria are must-haves versus nice-to-haves?”

“How will you evaluate those?”  

Pro tip: If they can’t answer, suggest creating a light requirements document together.

6) “What has prevented you from fixing this already?”

Why it works: This uncovers hidden obstacles—time, data, politics, or risk.  

Follow-ups:

“What have you attempted before?”

“What would make this attempt successful?”  

Pro tip: Acknowledge past efforts. You’re building trust, not pointing out flaws.

7) “What does this problem cost per month?”

Why it works: This quantifies pain. Budget discussions become easier later.  

Follow-ups:

“Where do the costs show up—time, churn, errors?”

“What would a 20% improvement be worth?”  

Pro tip: You can discuss price during discovery—just don’t lead with it. Top reps bring up pricing later, after establishing value.  

8) “Who needs to see proof before they’ll move forward?”

Why it works: This prepares you for pilots, security reviews, or a sandbox.  

Follow-ups:

“What would a good test look like?”

“What result would qualify as proof?”  

Pro tip: Connect proof to one metric. Vague pilots can lead to drift.

9) “If we did nothing, what would happen this year?”

Why it works: This tests urgency versus curiosity.  

Follow-ups:

“What risks would you take?”

“What falls behind because of this?”  

Pro tip: If the risk is low, consider downgrading the deal. Save your time.

10) “What will your team worry about if we suggest a change?”

Why it works: This surfaces fear. People buy outcomes and security.  

Follow-ups:

“Who is most concerned and why?”

“How have you managed change before?”  

Pro tip: Offer a small, safe first step. This can reduce perceived risk.

11) “What systems must this work well with?”

Why it works: This helps avoid surprises later in the sales discovery process.  

Follow-ups:

“APIs, SSO, data models—what are most important?”

“Any security items that are non-negotiable?”  

Pro tip: Keep this discussion light during the first calls. Deep technical checks can wait for the next step.

12) “What timeline are you aiming for?”

Why it works: This sets the pace and appointment of decision-making.  

Follow-ups:

“Why that date?”

“What must occur before making a decision?”  

Pro tip: Link milestones to meetings. Dates become real when people are included on invites.

13) “What budget plan would this follow?”

Why it works: This clarifies where funds are allocated and who signs off.  

Follow-ups:

“Is this new spending or a reallocation?”

“Any thresholds that require additional approvals?”  

Pro tip: Talking about budget is normal. Keep it straightforward.

14) “What would make this a ‘must-do’ for leadership?”

Why it works: This connects your value to executive goals.  

Follow-ups:

“Which KPI matters most to them?”

“What story should we present in three slides?”  

Pro tip: Executive value should be concise. One number. One risk removed. One outcome.

15) “Did I miss anything important?”

https://tenor.com/en-GB/view/kramer-what-did-i-miss-door-open-gif-15073769

Why it works: This invites corrections and builds trust.  

Follow-ups:

“What question should I have asked?”

“Is there anything you want to discuss next time?”  

Pro tip: Pause after this question. Silence can prompt honest answers.

Follow-ups that reveal detail (use these after any question)

“Can you give me a recent example?”

“How often does that happen?”

“What did you try last time?”

“Who else is concerned about that?”

“If this worked, what would change first?”

These probes are simple and human. They can turn short answers into detailed context.

Suggested call flow (30 to 45 minutes)

Set the agenda (1 minute)  

“I’ll ask a few questions to learn more. Then we can see if there’s a fit and plan next steps. Sounds good?”

Context and goals (5 to 8 minutes)  

Use Questions 1–3.

People and process (5 to 7 minutes)  

Use Questions 4–6, 11–13 as needed.

Impact and urgency (8 to 12 minutes)  

Use Questions 7–10.

Recap and next steps (3 to 5 minutes)  

Confirm owners, proof plan, and the next meeting.

Aim for 11 to 14 questions and manage your speaking time. Winners listen more.  

Common mistakes to avoid

• Pitching too soon. You learn less when you teach first.
• Using slides during discovery. Reps ask fewer questions when they present, which hurts outcomes.  
• Single-threading the deal. Large buying groups are real. Map them early.  
• Skipping the recap. Memory fades. A concise email ensures alignment.
• Over-qualifying. Early calls are for learning, not setting traps.

Why listening still wins (supported by research)

Gong’s previous discovery analysis showed a 46% talk / 54% listen split for top calls. Their newer 2025 view, across various call types, still indicates that winners talk less than losers. The gap isn’t large, but it counts. Keep your speaking time under half. Ask better questions. Then stay silent.  

Virtual selling presents another challenge. Only 26% of buyers say sellers are skilled at conducting effective needs discovery in virtual meetings. This is a significant opportunity for you to distinguish yourself with clear, human discovery call questions.  

Harvard Business Review highlights the time crunch. Buyers are busy and hard to engage. You need straightforward, focused discovery that demonstrates value quickly.  

Mini playbooks for tough situations

When the buyer is vague

• Ask: “What changed lately that made this a priority?”
• Offer two choices: “Is the main pain speed or accuracy?”
• Summarize what you heard and ask, “Did I get that right?”

When many stakeholders are present

• Say: “To save time, can we invite finance and ops to the next call?”
• Promise a brief meeting with a clear agenda.
• Bring a one-page summary that aligns with each person’s goal. Buying groups are larger and harder to align. Your job is to make it easy.  

When price comes up early

• Acknowledge it. “Happy to discuss price.”
• Put it off for later. “Let me confirm fit, then I’ll provide a range.”
• Share value first, then discuss price. Data shows that this order works better.  

Discovery call checklist (copy-paste into your notes)

Before the call

• Three must-ask questions identified.
• One clear success metric to assess.
• Draft agenda prepared.
• Recording activated.

During the call

• Ask 11 to 14 questions.
• Mirror key phrases.
• Map roles: user, buyer, approver, security, finance.
• Confirm next steps and responsibilities.

After the call

• Send a recap email within 2 hours.
• Attach a one-pager if requested.
• Schedule the next meeting during the call.

Recap email template (steal this)

Subject: Recap + next steps from our discovery call

Hi {{FirstName}},

Thanks for your time today. Here’s a brief summary:

Your goals: {{Goal in their words}}

Current process: {{Brief outline}}

Key pain: {{Pain + where it appears}}

Impact: {{Costs or risks if unchanged}}

People: {{Names + roles to involve next}}

Timeline: {{Date and any milestones}}

Next step: {{Pilot / demo / review}} on {{date}} with {{attendees}}.  

What we’ll provide: {{Data set / sample workflow / security pack}}.  

What we need from you: {{Access / sample file / success metric}}.

Did I overlook anything?

Thanks,  

{{Your Name}}

Light scripts for openers and transitions

Opener:  

“Thanks for your time. I have a few discovery questions to ensure we focus on what matters. Then we can map out the next steps. Does that sound good?”

Transition to people/process:  

“To avoid surprises, who else should weigh in, and how do decisions like this usually progress?”

Pre-close:  

“Based on what we discussed, I suggest a brief working session with you and ops to test the workflow. If it meets our expectations, we can plan the rollout. Does that sound fair?”