How do you incorporate customer feedback and insights from discovery into the sales process?

Customer feedback and insights from discovery serves as the foundation for the business case that will support your deal.

Ultimately, the business case is "the story that is being told when you are not in the room" - this means whatever story your prospective customer has crafted based on your conversations, articulated product value proposition, and data/details to support their needs is the narrative they're using to build a case to buy internally. Your job is to leverage what you were able to uncover from your discovery to help your prospective customer tell that story in the best way possible without you being there.

The main aspects you'll want to uncover to help them craft that story is:

• Why Do Anything? what is the cause for change?

• Why Now? what is the urgency for them to do it now vs. in the future?

• Why Your Solution? compared to every possible solution, why is your solution uniquely the best?

Without a business case, you do not have a deal. However, with a strong business case narrative built from deep discovery, you can expedite your sales process and strengthen your deal, so take those insight you learned from discovery and co-create with your prospect their business case narrative in their own words.