Understand the VEX Scale: Classify prospects as Vetted (using a competitor), Educated (familiar but undecided), Cold (new to the space), or Self-Service. Tailor your approach accordingly.

Ask About Their Journey: Send an email upfront asking where they are in their learning process. This helps you position the conversation at the right level.

Skip Basic Discovery for Vetted Prospects: If they already use a competitor, focus on their current solution’s gaps and ideal outcomes instead of re-explaining the category.

Avoid Restarting Discovery: When new stakeholders join later calls, recap prior findings first, then ask how those problems impact their specific role.