I used to struggle to know where to draw the line with discovery.

I always felt like there was more to extract.

I often stayed in it too long, asking questions just because.

Now I have a framework that makes it a lot easier.

I use it on every call, and even in real-life sales.

For their current situation, there are 4 things I want:

• Problems
• Impact/symptoms
• Stories/examples
• Timelines

Let me break each of these down.

Problems are the things that they recognize.

Typically 2-3 main areas.

These make the foundation of the call.

We'll use fitness as an example:

• I'm feeling a bit heavy at the moment
• I'm unfit
• My diet could be better

Not overly emotional or compelling stuff.

If you leave it here, this person likely doesn't buy.

The next layer is symptoms/impact.

Simply put - how does that problem show up in their life?

Where do they feel it?

So, the next layer would be:

• I'm feeling a bit heavy at the moment
  • I don't like what I see in the mirror
    • I used to be much fitter
  • My clothes don't fit like they used to
    • I just bought some more work pants because the others were about to bust open and offend someone
  • My wife has made some comments and suggested I start exercising
• I'm not very fit
  • I get home from work and I'm tired
    • I can't play with my kids like they want to
  • I feel puffed just walking from the car to the front door of work
    • I feel like people notice me sweaty by the time I get to my desk
  • I don't want to do anything on weekends
    • The wife and kids go and do things without me, and I just sit at home and watch TV
• My diet could be better
  • I eat a lot of takeout
    • I buy lunch every day
      • I spend a lot on lunch, and I always feel yuck after
  • My stomach is upset most days
    • I have to take fiber supplements
  • I feel bloated
    • My buttons on my shirt are especially tight after lunchtime

I added a couple of layers for context, I would go further but you see the process.

Then we add stories/examples.

You can see in this newsletter for the full breakdown, but essentially stories and examples (which are both memories) have emotions attached.

The standout of all those problems/symptoms is the wife making a comment.

Close second is not being able to play with the kids.

So when he mentions them:

"Do you mind if I ask you a question about that?"

"Can I ask what your wife said?"

"And what happened then?"

"And what happened after that?"

Get them to walk you through the whole thing, step by step.

Get them feeling it.

Then the same with the kids.

"What're their names?"

"When was the last time they wanted to play, but you had no energy?"

"What happened?"

They will be able to visualize and feel that memory.

So now we've covered:

• Problem
• Impact/symptoms
• Stories/examples

Now we have timelines.

Simple to do.

Once they have mapped out their whole situation, ask how long this has been the case for.

The reason we get a timeline: Some people think it's a short-term thing when they come onto the call.

But they realize now it's been years.

And if they don't get your help, they can see that same timeframe in the future being the same or worse.

There's the four steps:

• Problem
• Impact/symptoms
• Stories/examples
• Timeline

This one system has helped a lot of sales pro's make sense of what to do in a discovery section. 

I'll do another newsletter in the coming weeks about the inverse relationship between current and goal state, but this should make things a lot clearer for you.