The Discovery Call: Why Pain Matters
You’re in the discovery call.
This is not a casual conversation. This is not a presentation. And this is definitely not the moment to impress your prospect with how smart you are.
This is your opportunity to talk with them in a way that allows them to open up.
How you conduct this discovery call will define everything that comes next: whether there’s something meaningful to work on together—or whether there isn’t. And the difference usually comes down to one word that makes many salespeople uncomfortable: pain.
What Talking About Pain Really Means
When I talk about pain with a customer, I’m not trying to scare them. I’m not exaggerating problems or creating issues that don’t exist. That’s manipulation—and it never ends well.
Talking about pain is about uncovering what’s already there.
Pain shows up in missed targets, frustration, stalled growth, uncomfortable conversations, inefficiencies, tension between teams, or simply the feeling that “something isn’t working, but I can’t quite name it.”
My role in a discovery call is not to diagnose too quickly or jump to solutions. My role is to come prepared with thoughtful, intentional questions—and then peel the onion. Layer by layer. Until we reach the center of the issue.
Sometimes the prospect already knows the pain. Sometimes they feel it but haven’t articulated it yet. And sometimes, through good questions, they realize the real problem isn’t what they initially thought. That’s where real value is created.
If There’s No Pain, There’s Nothing to Solve
Discussing pain shouldn’t feel rude, invasive, or bold. If you’ve built rapport and trust properly, it becomes a natural part of the conversation. At that point, your prospect understands that your questions are not an interrogation—they’re an attempt to understand.
And here’s the truth many salespeople avoid:
If there’s no pain, there’s nothing to solve.
A discovery call is not about forcing an opportunity into existence. It’s about jointly uncovering whether there is a problem worth solving—and whether you’re the right person to help.
If there’s no pain, the most professional thing you can do is say exactly that:
“At this moment, it doesn’t sound like there’s anything I can help you with.”
And then you leave.
What you shouldn’t do is avoid the hard questions, skim the surface, and walk away having missed a real opportunity simply because you were uncomfortable going deeper.
Why This Matters More Than Ever
When you don’t uncover pain, your proposal becomes generic. Your solution becomes misaligned. And your chances of creating real impact drop dramatically. Not to mention the elevated chances that the prospect will disappear.
But when pain is clearly understood—by both you and the prospect—everything changes. Your future presentation becomes sharper. Your proposal becomes relevant. And your conversations shift from “selling” to problem-solving.
If you want to explore how to talk about pain in a way that feels natural, respectful, and effective during discovery calls, let’s connect. We can walk through real examples, questions, and approaches that help you uncover what truly matters—and decide, together, if there’s something worth solving.
Talk soon,
Tati
