AMA: Adobe Director, Adobe Sales Academy, Jessica Holmes on Discovery Tactics

First, acknowledge the concern - people want to feel heard. Then, ask clarifying questions to understand the root cause. Often, objections are really questions in disguise. Once you know what’s behind it, you can address it thoughtfully without being defensive. Sellers who respond with curiosity instead of defensiveness turn objections into opportunities for deeper trust. Here's some examples of this acknowledge + ask framework: Cost/Price objection: “I hear cost is a concern, and that’s valid. ...Read More

Start with questions that spark conversation about their goals, challenges, and vision—without mentioning your product or company. These questions work best when you have time and space for thoughtful dialogue, like in a one-on-one call or a dinner meeting. Avoid asking big, reflective questions when you’re pressed for time or in a large group where the conversation can easily get sidetracked. The goal is to give your customer room to think and share—because these questions build trust and uncov ...Read More

To qualify prospects quickly and manage time effectively, focus on clarity and insight: Define fit upfront. Know what matters for your sales process, have some criteria requirements like budget, authority, need, and timeline Ask high-impact questions early to uncover urgency and decision-making authority. Listen for buying signals versus research mode. Buying mode "We need this before Q2" vs research mode "We're just exploring ideas". Time-box discovery calls to keep conversations focused and se ...Read More

Overall, discovery is about uncovering their world—not selling yours. Be curious, not scripted.Best practices: Prepare, but be flexible. Be curious, not scripted Have a goal for your discovery call and have questions prepared, but make sure you let the conversation flow naturally and follow where the customer's answers lead. Ask open-ended questions! You'll gain more information and insights by allowing your customers to speak freely. Listen to what's NOT said. Pay attention to their tone, the p ...Read More

Measure success by impact, not activity. It’s not about how many questions you asked or how quickly you complete the process —it’s about whether those questions moved the conversation forward and created clarity. Here are practical ways to gauge effectiveness: Customer feedback: During your discussion, does your customer say things like “You really understand us” or “This is exactly what we've been struggling with". That’s a strong signal. Conversion points: Did your insights lead to a customize ...Read More

When time is tight, focus on questions that unlock the biggest insights: "What’s your top priority right now", "What does success look like?" or "What could derail this initiative?" These give a clear picture of their goals and potential roadblocks. If there's extra time, layer in questions about decision-making and budget. The idea is to leave the conversation with enough clarity to move forward confidently, even if you can’t cover everything. Here are a few questions that drive impact and clar ...Read More

Start by mapping the stakeholder landscape early, review it often, make revisions and keep notes. If you sell with a larger account team, make sure everyone on the team has access to view and update based on their conversations and findings. First step - create a stakeholder map! Use an org chart tool, or create your own, that will help you (and your selling team) understand the business at large, and identify the stakeholders, influencers, decisions makers, champions, etc. Then, identify the ke ...Read More

Start by listening for cues that signal authority, then confirm the decision process with open-ended questions. Practical steps: Listen for language: Phrases like “I’ll need approval” or “our leadership team prioritizes” indicate influence. Ask respectfully: “Who else will be involved in evaluating this?” or “What does your decision process look like?” Avoid assumptions: Every organization is different—clarify roles early. This approach shows confidence and professionalism while mapping the buyi ...Read More