Ideally, we should know what our client wants to see before the meeting starts. But it doesn't always work out that way. More demos are becoming "Discovery Demos," where you learn important nuances about what our client needs in real-time.
We've all had those moments when we are in a meeting and realize it's not going as planned. Something might have changed, or we might have incorrect information, and now we need to do some quick thinking to gather the necessary information.
Fortunately, there's an easy way to do this using the CDIM™ Discovery Framework. Applying this Framework is taught in-depth in our Client Success Training program - Success2Win, and our Sales and PreSales Discovery Training program - Discovery2Win. This Framework will guide you in leading conversations that help you uncover the underlying motives of your audience.
Interested in more resources to maximize your demo strategy? Learn more about the difference between live and in-person demos in our blog below!👇
CDIM™ stands for Current, Desired, Impact, and Metric.
The CDIM™ Discovery Framework is a helpful tool for leading conversations with customers. It enables you to ask questions in a logical manner, making it easier for customers to respond. The Framework also aids in organizing your thoughts and tracking your progress throughout the conversation, allowing you to progress to the next stage and build powerful relationships.
Understanding how a problem is currently being solved can offer valuable insight into potential improvements and the impact your solution may have. By analyzing the current state, you can determine whether it's worth exploring the issue further or if it's better to gather information and move on to the next topic quickly. For instance, you could ask a project manager, "How do you currently notify the next person in line when a document changes?"
When dealing with customers, try to provide recommendations on how to solve their problems. Usually, when customers discuss their current solution, they tend to include their desired state. This is your opportunity to steer the conversation in the direction you want it to go. One way to do this is to repeat what you just heard in your own words. For instance, you can say, "If I understand you correctly, you want more clarity about what was changed and what needs to happen."
Do not end your conversation at the desired state, even though you might want to. Your instinct might be to start offering solutions in the desired state, but the more you go down that path, the more awkward it will be when you transition to impact.
If the problem were to be solved and the desired state achieved, how would it make a difference? Understanding how a potential improvement will impact your client gives you insight into their motivations. An impact question might resemble this: "If you had more clarity on the next steps, what impact would it have, and how would it make a difference?"
PRO TIP: For clarity purposes, it's important to restate the desired state before asking about its impact. This is another opportunity to steer the conversation in the direction you want.
How would the organization measure the impacts of their initiatives? Is anyone currently responsible for reporting on these metrics? If so, who are they, and who do they report to? These questions can help us understand the organization's political landscape and the sophistication of its tracking methods. By asking strategic questions like these, you can demonstrate your interest in higher-level decision-making to operational or mid-level managers. Here's a simple way to ask about metrics: "Do you have any ideas on how you might measure the success of these improvements?"
Pro Tip: It's helpful to offer some suggestions, as many people may need guidance to answer this question.
The following two topics cover ways to enhance CDIM™ by incorporating scenarios and terminology. These umbrella concepts are not necessarily steps but overarching ideas within the Discovery framework.
Is there a prevailing use case, challenge, or project that you could use to build momentum within the organization around your solution?
Connecting to a situation that already has stakeholder interest can increase your value in the decision-making process. It's recommended that your next demo segment be adjusted to cover that situation.
Every company has its own communication style, which could include acronyms, project code names, product codes, or market-specific terms.
It is crucial to identify and comprehend these terms so you can effectively include them in your speech. This approach will engage the power of the neocortex, which is responsible for your audience's ability to remember your message. By doing so, you will connect with the language your audience already knows, allowing you to be seen as an extension of their organization, not a mere vendor.
If you're not confident in your ability to think on your feet, there's no need to worry. We have collaborated with individuals of varying comfort levels and discovered that the CDIM™ Discovery Framework works for everyone. As you continue to practice, it will become more natural. Use this structure to listen for understanding, gather information quickly, personalize the data, and maximize its effectiveness.
Explore our Demo2Win training program crafted to empower sales teams with the necessary skills, knowledge, and expertise needed to thrive in presales positions within the dynamic technology industry.