The Overlooked Opportunity
Most advice on discovery calls focuses on strong openings and compelling closings. However, research and experience show that it’s the middle portion—roughly minutes 7 through 15—that often determines success.
During these minutes, initial formalities have passed, but the pressure to make decisions hasn’t yet intensified. This creates a unique opportunity for authentic conversation.
Why This Phase Matters
The middle section of discovery calls typically reveals:
- The actual problem beneath the stated one
- True decision criteria beyond what’s on the requirements list
- Unstated concerns that might prevent moving forward
- The real timeline and urgency driving the project
These insights rarely emerge during the scripted portions at the beginning or end of calls.
Effective Strategies
Ask Deeper Questions
Move beyond surface-level inquiries with questions like:
- “What solutions have you already tried?”
- “What would success look like a year from now?”
- “What happens if this issue remains unresolved?”
These questions uncover valuable context that generic discovery questions miss.
Practice Strategic Silence
After asking substantive questions, resist the urge to fill silence. A 5-7 second pause often leads clients to elaborate with crucial information they might otherwise withhold.
Listen for Shifts in Language
Pay attention when prospects shift from:
- General to specific examples
- Organizational concerns (“we need”) to personal concerns (“I need”)
- Theoretical problems to immediate challenges
These transitions signal what truly matters to them.
Offer Honest Redirection
If the conversation reveals needs that don’t align with your services, acknowledge this directly. This builds trust and often either:
- Confirms you’re not the right fit (saving everyone time)
- Prompts the client to clarify why they specifically need your expertise
Implementing This Approach
- Structure your calls with dedicated time for deeper exploration in the middle section
- Prepare thoughtful questions designed to reveal underlying needs
- Develop comfort with longer periods of silence
- Take notes focusing on emotional cues and priority shifts
- Practice transitioning from these revelations to your specific approach
The Result
By focusing on the middle minutes of discovery calls, professionals across various fields report stronger client relationships, more accurate proposals, and higher conversion rates.
This approach ensures you address clients’ actual needs rather than merely responding to their initial requests—creating the foundation for successful long-term engagements.
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