Best way to run better discovery calls

Below are five key questions that cut to the heart of customer centricity in sales...but before I dive into it here is some context:

We all talk about being customer-centric… but…. how often do we bring in our own customers, sit down & interview them and learn from them and then adapt our messaging?

We had the pleasure of learning from ex-Online Marketing Gurus CEO Wasif Kasim the other week and got to ask in an interview with a customer - what are the real problems our solution solves.

Customer interviews are the best way to understand what your customers truly care about, the problems you solve, and the value your product actually brings (I keep using the word actually because most of the time it's quite different from what we think and are taught). Taking that content and turning it into hyper-specific messaging to have much better prospect/customer conversations is very powerful. 

If you are thinking of doing a customer interview together with your sales team, these are some of the questions we asked, I’m sure there are so many more we forgot:
- What happened in the business that you were open to making a change or got you chatting with us?
- What specific problems were occurring in the business before using our solution? What problems were you hoping to solve?
- What results, intangible and tangible, did you see? What economic impact did this have?
- What did the buying process look like, and which stakeholders were involved? How was the business case made & presented?
- Is there anything we can do to improve our sales process & customer experience for next time?