B2B Customer Communication Tips

13 cheat codes for discovery calls that sell I wish I knew when I started as an account executive: 1. Avoid “hammer and nail” syndrome. Most sellers hear a need, and pitch product. It’s as if they’re a hammer and everything looks like a nail. Slow down. 2. Treat inbound and outbound discovery calls differently. They are in different buying stages. You can’t treat them the same. 3. Pay attention to their language? Do they speak in terms of problems? Or desired solutions? Big difference. You can’t develop (let alone alter) their need until you understand it. 4. Uncover the “need behind the need.” This is the #1 rule of great discovery. Ignore the surface-level needs they start with. What’s three layers under that? 5. Use summaries, labels, and your own perspectives lavishly. This “breaks up” the discovery call and prevents it from feeling like an interrogation. 6. Identify the root cause of the problem. Not just the problem. These are different tasks. The problem develops demand. The root cause channels demand. 7. Ask “What’s your opinion on why this is happening?” Great way to ask about root causes. And people love sharing their opinions. 8. Ask specific ‘negative impact’ questions. Avoid the generic “So how does this impact you personally?” Get more specific. Show you know the problem and how the impact usually shows up. 9. Summarize before you transition topics or open new threads. Otherwise, it’s jarring. 10. After you get the problem, ask about the future: “Imagine we’re 365 days into a partnership together. What would have to be true for you to feel good about the progress we’ve made?” 11. Don’t treat discovery as a stage. No need to cram everything into a single call. It’s ok if discovery unfolds across the first few calls of a sales cycle, as you do other things. 12. Capture what you’ve learned in a “what we’ve heard slide.” You’ll use this for the rest of the sales process. To remind your buyer. To ask about what’s changed. To get new people up to speed. Even to build a business case and negotiate. 13. It’s better to uncover 1 urgent problem than 5 nice to solve problems. Discovery is like drilling for oil. When you find something, go deep with it. Don’t just move on. What discovery tips do you wish you knew when you started?

Most B2B conversations get harder when you walk in holding a hammer. Everything starts to look like something you need to break through. You stop listening. You start performing. You hear hesitation as resistance. You hear pushback as disrespect. You hear “send me more info” as a request, when it may be a quiet exit. That is why Jefferson Fisher’s line is worth remembering: Have something to learn, not something to prove. It sounds simple. But it is not how most people enter a sales call or negotiation. A proving mindset wants agreement. A learning mindset looks for information. It asks: Why did they react there? What are they not saying? Who else is in this decision? What risk are they trying to avoid? That shift matters because in B2B, the visible objection is rarely the real objection. “The budget is tight” may mean the CFO was never brought in. “We need more time” may mean they do not trust the change. “Send me more info” may mean they do not feel safe saying no. The deal is often lost in the information they never felt safe enough to tell you. You cannot argue your way into that information. You have to listen your way there. Chris Voss adds the part most people miss. The outcome you want is based on limited information. You do not know everything. They do not know everything. And both sides are holding something back. So the best outcome is usually not the one you arrived trying to force. It is the one you find once the conversation becomes honest enough for the truth to show up. That is the difference between a sharper rebuttal and a better conversation. One tries to win the point. The other finds the information that changes the deal. Before your next sales call or negotiation, ask yourself: How much information am I losing because I need to be right? That question will change more deals than another polished objection handle. video credit: 𝗴𝗲𝗻𝗶𝘂𝘀𝗻𝗲𝘁𝘄𝗼𝗿𝗸, 𝗷𝗲𝗳𝗳𝗲𝗿𝘀𝗼𝗻_𝗳𝗶𝘀𝗵𝗲𝗿, 𝘁𝗵𝗲𝗳𝗯𝗶𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗼𝗿 🔖 Save to come back again later ♻️ Repost to help someone in your network 🔔 Follow Barry Flanagan for daily Tech Sales + AI insights

I interviewed 150+ B2B buyers in the last 6 months. Here’s the most surprising thing I learned: AE's asking for a 30 minute demo call kills pipeline For a buyer, 30 minutes is a HUGE ask. And if you are using a scheduling link and making them wait 2 weeks for that call, you're dead on arrival.    There are over 1,000,000 sales reps in the United States. These 30 minute demo calls add up to millions of decision maker hours every month. You need to use your buyers time (and attention) more responsibly Buyers want instant answers. They do not think 30 min is fair ask just to get clarity on a few questions The problem isn’t the demo but how and when you do it. Here’s what's actually working for sellers today: 1. ChatGPT: Get the answers to your qualifying questions on ChatGPT and spare the buyer with obvious questions 2. Trust : Use the time to build trust and “really” understand the buyer needs. Ask “What value can I provide you with today to earn the right to another call?” 3. Actively Listen: Let the buyer speak. Listen between the lines. Record the call and listen to it again. 4. Reduce time: Reduce the time for discovery calls to 15 min but try to do it within 24-48 hours 5. Solve problems : 30 minutes isn’t enough to build trust. Trust develops over repeat interactions through consistent problem-solving. Get the process started. 6. Many 15 min calls: Try to do multiple 15 min calls with emails or slack. Use the cadence that works best for the buyer to get immediate value. 7. Provide Micro Value: In every call try to deliver something of value - content, free demo, insights, recommendations or introductions. Ask how you can be useful. When buyers reach out they are often looking for expertise and not a demo Sooner they get the answers, the faster they can move through the buyer’s journey Don’t try to slow them down with relentless qualifying questions or irrelevant demos. The future of sales will not be driven by 30 min demo calls It will be won by sellers that respond fast, solve real buyer problems and earn trust in every interaction.  At Zeer AI, we are building research tools that make this future possible. Until then review your content for the 30 min demo calls and keep earning the right to your buyers time.

The best first customer calls are 80% listening, 20% talking. But most CSMs show up ready to pitch, present, and solve problems they don't understand yet. Here's what changed my approach: You can't drive value until you know what value means to THEM. After hundreds of first calls, I've refined this to 4 essential questions that set up every future conversation for success. Though when I get a chance to throw in a Bob London question, I certainly do! ❓Question 1: "How has your experience been to date?" This is your early warning system. You're uncovering: ➡️Misaligned expectations from the sales process ➡️Implementation friction they're still frustrated about ➡️Gaps between what they thought they bought and what they actually got If there are landmines in this relationship, you need to find them now—not three months in when renewal conversations start. Make sure you get feedback on both the product AND service. ❓Question 2: "It was shared with me that your goals are [X]. Can you confirm?" Never assume the goals documented in your CRM are accurate or complete. This question does three things: ➡️Validates you've done your homework ➡️Gives them space to correct or expand ➡️Opens the door for critical follow-ups My go-to follow-ups: "What's the timeline for achieving this?" "How will you measure success?" "What happens if you don't hit this goal?" These answers become your roadmap for proving ROI. ❓Question 3: "Our most successful customers meet [frequency]. Does this work for your priorities and schedule?" You're not asking permission. You're setting a norm based on what actually works. But here's the key: give them an out. If they push back on regular meetings AND your product requires high-touch support, that's a red flag about strategic fit. Time to ask: "Help me understand where this solution sits in your overall priorities." Better to surface misalignment now than chase a disengaged customer for 12 months. ❓Question 4: "Who else is involved with this solution on your side? Will you help introduce me?" Single-threading is customer success suicide. Your champion could leave. Get promoted. Lose budget authority. Or simply stop caring. You need access to: ➡️Users (who feel the pain daily) ➡️Influencers (who shape internal opinions) ➡️Decision makers (who control budget and strategy) If they hesitate to introduce you, ask: "What do you need to see from me first to make those introductions happen?" That answer tells you everything about their confidence in the relationship. The pattern you'll notice: These aren't yes/no questions. They're conversation starters. The real value comes from what you learn in the follow-ups—the pauses, the hesitations, the details they share when you show genuine curiosity. Master listeners build stronger relationships than master talkers. What's your go-to question on first calls that always uncovers something important? #valuecswithemily #customersuccess #csm #customerexperience "

Excellent tips here illustrating how a subtle change in tone can have a massive influence upon how your message is received. 1) Acknowledge Delays with Gratitude "Sorry for the late reply…" "Thank you for your patience." 2) Respond Thoughtfully, Not Reactively "This is wrong." "I see your point. Have you considered [trying alternative]?" "Thank you for sharing this—I appreciate your insights." 3) Use Subject Lines That Get to the Point "Update" "Project X: Status Update & Next Steps" 4) Set the Tone with Your First Line "Hey, quick question…" "Hi [Name], I appreciate you. I wanted to ask about…" 5) Show Appreciation, Not Acknowledgment "Noted." "Thank you for sharing this—I appreciate your insights." 6) Frame Feedback Positively "This isn’t good enough." "This is a great start. Let’s refine [specific area] further." 7) Lead with Confidence "Maybe you could take a look…" "We need [specific task] completed by [specific date]." 8) Clarify Priorities Instead of Overloading "We need to do this ASAP!" "Let’s prioritize [specific task] first to meet our deadline." 9) Make Requests Easy to Process "Can you take a look at this?" "Can you review this and share your feedback by [date]?" 10) Be Clear About Next Steps "Let’s figure it out later." "Next steps: I’ll handle X, and you confirm Y by [deadline]." 11) Follow Up with Purpose, Not Pressure "Just checking in again!" "I wanted to follow up on this. Do you need any additional details from me?" 12) Avoid Passive-Aggressive Language "As I mentioned before…" "Just bringing this back in case it got missed."

One bad conversation can stall a deal.  (Let's fix that.) Here's the trap even the best can fall into: ✅ You said, “Can I get 15 minutes?” ❌ They heard, “You’re just a name on my calendar.” ✅ You said, “Here’s our pricing page.” ❌ They heard, “You’d better be ready to commit.” ✅ You said, “Do you have any questions?” ❌ They heard, “I’m done talking, it's your turn to buy.” In client development, tone is strategy. And the difference between pressure and partnership? Just a few words. Because the real challenge isn’t getting time  with a client. It’s making that time count. Here are 12 proven phrases to build trust  (without sounding like a sales rep): 1. “How have things been going with [X]?” → Feels personal, not transactional. 2. “What’s your thinking around [this topic] these days?” → Opens a door, not a pitch. 3. “What would success look like if everything went right?” → Focuses on their goals, not gaps. 4. “What’s one thing you’d love to improve in 90 days?” → Specific, hopeful, and actionable. 5. “What feels risky or fuzzy about this?” → Makes doubt safe to share. 6. “Want to sketch some options together?” → Co-creates instead of prescribes. 7. “Want me to mock up a few paths forward?” → Shows flexibility, not a fixed pitch. 8. “Want to hear how others tackled this?” → Adds value, zero pressure. 9. “What would need to shift to make this a priority?” → Respects their timeline, invites partnership. 10. “Would a custom version be more helpful?” → Tailors the next step to them. 11. “Great point, can we unpack that together?” → Builds trust through collaboration. 12. “What’s the best way I can support you right now?” → Puts their needs first, signals partnership. These phrases do more than sound better. They feel better. Because they reflect how great BD actually works: 👉 With empathy 👉 With curiosity 👉 With clients, not at them Try one this week. It could turn a stalled deal into a deep conversation. Which one will you lead with? 📌Follow Mo Bunnell for client-growth strategies  that don’t feel like selling.

Your emails say more about you than you think. 👇 Here’s how to make every email polished and professional. Acknowledge Delays Gracefully ✘ "Sorry for the late response." ✔ "Thank you for your patience." Be Clear with Requests ✘ "Let me know what works for you." ✔ "Could you confirm if this works for you?" Own Your Mistakes ✘ "Sorry, I missed that." ✔ "Thanks for pointing that out—I’ll fix it right away." Close Emails Effectively ✘ "Let me know if you need anything." ✔ "Feel free to reach out if you have any questions." Make Follow-Ups Professional ✘ "Just following up on this." ✔ "When can I expect an update on this?" Show Respect for Their Time ✘ "Can we talk about this soon?" ✔ "Would you have 15 minutes this week to discuss this?" Be Confident, Not Tentative ✘ "I think we should consider…" ✔ "Here’s what I propose we do." Avoid Wordy Explanations ✘ "I spent a lot of time rewriting this to make it perfect." ✔ "This email outlines the key points—we can discuss more in person." Offer Solutions, Not Problems ✘ "I’m not sure what to do here." ✔ "Here’s what I suggest as the next step—what are your thoughts?" Set Clear Expectations ✘ "Does this make sense?" ✔ "Let me know if this aligns with your expectations." Be Polite When Asking for Help ✘ "I need this ASAP." ✔ "Would you be able to assist me with this by [specific deadline]?" Keep It Professional When Scheduling ✘ "What time works for you?" ✔ "Are you available at [specific time and date]? If not, let me know what works instead." Emails reflect your professionalism. Get them right, and you’ll always leave a great impression. ➞ Start today by refining your communication style. -- Think this could help someone? Share it to improve the way they communicate. ♻️

We used to write long, polite, “hope you’re doing well” messages... and got silent. Then we A/B tested 5 simple tweaks and our reply rate jumped 4× overnight. Here’s what actually worked: – Shorter messages (under 300 characters) – Personalizing the first line (no more cold intros) – Making just one clear ask – Sounding like a real person not a template – Ending with a time-bound CTA like “Open to connect this week?” People don’t ignore messages because they’re busy. They ignore messages that feel copy-pasted or unclear. These small tweaks helped our outreach feel like a conversation not a sales pitch. And when your message sounds human, it gets human responses. → What’s one change that made your cold outreach better? Let’s build a better DM playbook together. 👇 #ColdOutreach #SalesTips #LeadGeneration #LinkedInOutreach #B2BSales

Most customer conversations stay surface-level. “How are things going?”   “Any blockers?” Useful? Yes.   Memorable? Not really. Here’s what you can do instead. Use the FORM framework.  → Family, Occupation, Recreation, Motivation Originally a social tool but incredibly powerful in B2B. Here’s how to apply it in Customer Success: - Family: Recognize life events. Builds trust.   - Occupation: Understand their role + KPIs. Tailor your support.   - Recreation: Talk hobbies. Find common ground.   - Motivation: Learn what drives them. Align your value. FORM turns routine check-ins into real relationships.   And real relationships drive outcomes. Since using it, I’ve had better conversations and better retention. Small shift. Big impact. Are you using something like FORM in your client conversations? Would love to hear. -- ♻️ Reshare if this AMA might help someone. ▶️ Join 2,331+ in the Tidbits WhatsApp group → link in comments.

No one hires you to sound smart. They hire you to make things simple. One of the most common mistakes I see consultants make is trying to sound impressive instead of clear. Oftentimes, it's the leftover programming from decades of corporate. It works in that setting, but for small and medium business owners,  the easiest method is to make things simple. Talking about deliverables doesn't mean you need to sound robotic. Start by ditching the corporate-speak and learn a few key phrases that'll build a strong business relationship: 1. When setting the agenda: ❌ "Let's align on strategic priorities for this engagement." ✅ "Let's start with what's most important to you right now." 2. When asking a prospect about their problems: ❌ "Can you identify the key pain points impacting your current performance?" ✅ "What’s getting in the way of your business running the way you want it to?" 3. When talking about growth: ❌ "Our objective is to design scalable systems that drive sustainable growth." ✅ "Let’s build simple systems that help you grow without adding chaos." 4. When giving feedback: ❌ "Your current strategy appears misaligned with established best practices." ✅ "There’s an easier way to get the results you’re after." 5. When presenting results: ❌ "We’ve observed measurable improvement across multiple key performance indicators." ✅ "You’re up 18%. Here’s what’s working and where we can keep improving." 6. When facing resistance: ❌ "While I understand your concerns, our methodology has consistently produced results across similar client engagements." ✅ "I get it. Let’s look at how this would work in your situation?" 7. When selling the next step: ❌ "We offer a comprehensive suite of services designed to optimize profitability and performance." ✅ "I can help you find and fix the profit that’s already in your business." 8. When following up: ❌ "I wanted to touch base to confirm receipt of the proposal and inquire about your decision timeline." ✅ "Just checking in. Does this still feel like the right next move for you?" 9. When wrapping up a meeting: ❌ "Let’s recap the key takeaways and confirm action items for next steps." ✅ "Here’s what we agreed on and what happens next." Business owners aren't looking for someone to wow them with theatrics. They're looking for someone who makes things easier to understand and act on. If your language feels like jargon, they'll tune out. Speak clearly and you'll build trust fast. If you're trying to get clear on how to grow your consulting business, I've built a short quiz to help. It shows you your consulting archetype, highlights your biggest blind spot, and gives you a practical roadmap for what to focus on next. You can take it for free here: https://lnkd.in/gve8CjUu 📨 If you’re ready to book a call, send me a DM with the word “ready.” ♻️ Repost this to help out your network. ➕ Follow Dale Gibbons to turn your genius into a 7-figure consulting business.