Sales has long been in fierce competition with other sellers and the status quo, losing customers to other companies and inaction. But today, we’re also up against every department head across our prospect’s businesses.

With everyone lobbying for a slice of the budget, if the problem you solve isn’t a top priority in your prospect’s business today, you won’t close a sale.

In Ep. 74 of Winning the Challenger Sale podcast, we talk with Collin Mitchell, VP of Sales at Leadium about what it takes to dig deep enough to shape a discovery so well you can take full charge of your sales process.

We discuss:

• The importance of flexing the curiosity muscle throughout discovery
• How to unstick the most stuck deals (and avoid them altogether by prioritizing discovery)
• Understanding and adapting to customer personalities and dismissing all excuses around not understanding your buyer