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Questions revealing those hidden objections

Jen Allen-Knuth breaks down why the discovery call question “What’s at risk if you do nothing?” weakens your power. Know what to ask instead for winning over prospects:

Framing as “doing nothing”

No decision-makers are sitting on their hands.

When prospects don’t move forward, they’re just not ignoring problem.

They’re looking for other solutions internally, or with familiar resources.

Examples:

✔ Retrain their sales group

✔ Running more campaigns

✔ Sponsoring current events

✔ Rolling out internal training

✔ Asking reps to call harder

Your job is to understand what they are doing—and why that’s their preferred path.

Specific competitive intel

Competition are internal options or DIY solutions.

You need to understand how before selling yours.

Instead of asking risk, question instead:

➤ “Aside from working with us, what other categories of spend or internal solutions are you considering to fix this?”

This opens door positions to genuine context:

❖ Internal champions are just like “Bob from L&D”

❖ Beliefs that internal solutions are more tailored

❖ Preferences that could become objections later

Once they’re sharing, ask deeper:

→ “What do you like about that option given?”

→ “What makes that feel like the right path?”

The goal isn’t tearing everything down, it’s to understand how systems work.

Only then can you address things behind prior in killing your deals later on.

Establish reverse closers that book prospect meets

Josh Ortiz teaches how to run smarter discovery calls by doing prep work like a marketer and speaking like an actual human behind the screen, not just a script-following robot:

Begin with selling outcomes

Majority of reps just talk about features.

However, buyers care about outcomes.

➤ Instead of: “We offer real-time reporting and automation”

➤ Use this phrase: “We help reduce compliance risk and fix documentation errors before they cause issues”

✔ Keep it simple, preferably in 5th grade level

✔ Focus on how your solution fixes their pain

✔ Touch problems clients are looking to solve

Know company’s value prop

Before answering the phone, use ChatGPT for describing the pitch.

Here’s what Josh uses:

❖ “[Company] helps [target audience] overcome [pain] and achieve [benefit] by solving [problem].”

Then build your messaging around that.

Example scenario:

❖ “Brillium helps clinical teams avoid compliance risk and documentation errors by automatically auditing every patient visit.”

Pair message with lead types

You can’t use the same script for cold leads and inbound leads.

⇒ Inbound → Prospects already showed interest. Ask more timeline or budget questions.

⇒ Cold → Prospects don’t know you. Get conversational, and lower their resistance first.

Use frameworks, not scripts

He recommends using BANT while adapting to situations.

When prepping your discovery framework:

✱ Work with AE by asking what they have learned before handoffs.

✱ Don’t expect your company to hand everything directly on you.

Questions to ask your AE:

→ What info do you need before a handoff?

→ What should I be asking to qualify well?

Apply psychology in openers

↳ The first 10 seconds are going to make or break.

↳ Don’t sound like every other sales rep out there.

Instead of: “Hey, this is Josh from Brilliant. I was hoping to tell you about…”

Try this phrase instead:

“Hey John, we’re working with hospitals and clinics in your area to reduce compliance risk and improve documentation quality.”

Why this works:

⇢ Social proof: “Others are doing this”

⇢ Frictionless: Doesn’t sound like a pitch

⇢ Establishes relevance and curiosity

Instantly follow with:

⇢ “Curious: How are you dealing with compliance and documentation accuracy now?”

Stay in conversation mode.

Don’t rush towards pitching.

Stop early timeline questions

Avoid direct timeline questions early on when calling.

You might sound aggressive when you’re too eager.

Instead, ask:

✱ “If you found a fix for this, what kind of timeline would make sense?”

Then layer in:

✱ “Do you currently allocate budget for [solution] or would this fall under a new initiative?”

Let them guide you.

Reverse closes for resistance

End your prospect calls with:

❖ “Would you be opposed to setting up a short call with one of our AEs?”

The mechanism behind it:

❖ In this case, “no” usually means “yes, I’m open”

❖ Low-pressure means high agreement likelihood

✔ Always confirm timezone and email when booking

✔ Push for live transfers when allowed to close faster

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Hone discovery processes through selling insight

Mike Pinkel explains why missing targets usually point to weak openings, not poor closing skills. Strengthen discovery and pull more customers using these advices:

Phase 1: Basic problem discovery

Build discovery slides outlining challenges your product solves.

➤ Ask: “Is this something you’ve experienced?”

➤ Then: “How is that affecting your company?”

This question alone surfaces relevance and urgency.

Phase 2: P.S.I. discovery (Problems – Solutions – Impacts)

Provide each discovery move a summary meeting slide.

For every problem given, create four targeted questions:

→ Is this relevant to prospects?

→ Does it exist in their world?

→ How big is it currently now?

→ What happens if they fix it?

Reps should open with the “problem slide” and use two questions per issue.

This keeps call focused and valuable without turning it into an interrogation.

Phase 3: Professional-level discovery

Train reps to run structured discovery that sounds like natural conversation.

Use this six-step pattern:

1. Open the problem

2. Sharing of insight

3. Ask confirmation

4. Tending for answer

5. Suggest implication

6. Transition next issue

Top reps don’t just easily wing success.

They question fewer, better questions.

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