Picture this: You've just completed another discovery call with a potential client. You diligently ticked off the standard questions, but as you hang up, there's a gnawing feeling that you may have missed something crucial. You're not alone in this experience. With managed services expected to contribute a whopping 44% of MSP revenue by 2024, ensuring these calls unlock their full potential could be a gamechanger.

Why Discovery Call Excellence Matters for MSPs

The High Stakes of Discovery

Discovery calls play a pivotal role, setting the tone for everything else that follows – from tailoring proposals to building long-term trust. Consider this: nearly half (47%) of MSPs prioritize enhancing customer experience as a top goal. A focused and insightful discovery process isn't just a formality; it's the bedrock of client relationships.

Beyond Basic Questions

Too often, these calls devolve into routine Q&A sessions, neglecting the strategic depth that could unearth hidden pain points or growth opportunities. By adopting a deeper approach – one that probes both immediate and long-term challenges – MSPs can elevate these interactions into springboards for growth and lasting partnerships.

Preparation: The Foundation of Effective Discovery 

Every MSP has faced the moment: staring at a blank checklist while prepping for a discovery call, unsure where to begin. It's a common scenario in a rapidly shifting market, where 59% of IT services have already transitioned to managed service contracts. Discovery call preparation isn't just "nice to do" anymore; it's the key to transforming exploratory conversations into win-win partnerships.

Research Framework 

A reliable research framework streamlines this process: start with industry analysis, move to a company-specific deep-dive, and end with pain point mapping. For instance, a quick scan of LinkedIn for recent company updates combined with insights from industry reports can uncover trends worth discussing. These steps take minutes but provide invaluable conversation starters. Tools like automated research platforms can simplify this prep work and keep you focused on what matters. 

Setting Clear Discovery Objectives 

Alongside your research, outline three objectives for the call. Are you gauging their cybersecurity posture? With 98% of MSPs flagging internal security improvements as critical, this might be a top focus. Objectives act as guideposts for steering conversations toward value-driven insights.

For clarity, prepare a checklist: technical pain points, current vulnerabilities, and future aspirations. For example, noting trends in client industries or their tech stack usage might organically lead to discussions about proactive upgrades. Keep the objectives concise yet comprehensive to foster dialogue—not overwhelm them with "checklist fatigue." 

Read more about Impact of Discovery Calls

Strategic Question Categories That Drive Insight 

Discovery calls are at their most effective when approached as collaborative problem-solving sessions rather than impersonal Q&A marathons. They should evoke the sensation of piecing together a puzzle, where every question uncovers a critical fragment of the bigger picture. This structured approach encourages sales teams to navigate nuanced business challenges with precision, building momentum for meaningful, two-sided discussions. 

Business Context Questions 

Start by asking business context questions that delve into operational realities: "What has been your biggest barrier to scaling IT infrastructure?" or "How are you addressing surging cybersecurity concerns?" Discussions about pain points not only establish credibility but also position MSPs as informed collaborators. For instance, with 98% of MSPs prioritizing enhanced internal security, addressing security concerns early ensures client confidence in proactive oversight. 

Future State Questions 

Once foundational concerns are understood, shift focus to future state goals. Questions like "What would your IT infrastructure need to achieve seamless hybrid workflows?" or "How would hitting 99.9% uptime change your customer experience delivery?" compel prospects to contrast their current struggles with potential breakthroughs. 

Read more about Effective Pre-Call Planning

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Reading the Room: Making Every Conversation Count 

Discovery calls thrive when they unfold as dynamic, two-way interactions driven by curiosity and attentiveness. Rather than adhering strictly to a checklist, allow the conversation to flow naturally, uncovering valuable insights about a client's challenges and aspirations. By observing subtle cues—pauses, hesitations, or shifts in tone—you can identify deeper concerns that might otherwise go unnoticed. 

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Uncovering Hidden Messages 

For example, during a conversation about IT infrastructure, a quiet pause before the mention of "cloud migration" may indicate uncertainty or prior challenges. Proactively exploring such areas can lead to transformative dialogues. Prioritizing improvements in AI—an area identified by 90% of MSPs as critical for future IT services—creates additional opportunities to address client concerns early.

Following The Conversation Thread 

When a prospect highlights budget worries, avoid defaulting to price discussions. Instead, ask open-ended questions to understand their priorities: "What results from your current IT investment are most critical to your objectives?" Such questions not only uncover key pain points but also reveal long-term aspirations. 

Confirming Understanding 

Wrap the conversation by summarizing and confirming key points. For example: "You mentioned a shift toward managed services to improve system reliability. Would emphasizing downtime reduction align with your immediate priorities?" This level of validation builds trust and ensures clarity for future recommendations. These insights lay the foundation for tailored strategies that clients genuinely value. 

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Read more about Building Client Relationships

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Moving Forward After Discovery 

Discovery calls form the cornerstone of client engagement, setting the stage for tailored solutions and strategic partnerships. However, their real impact lies in what comes afterward. Following these calls, MSPs have an opportunity to transform valuable insights into measurable outcomes by aligning offerings with client priorities like security and scalability. Nearly 56% of channel partners anticipate at least 10% year-over-year growth in managed services by 2024, underscoring the urgent need to act on these opportunities. 

Final Thoughts 

To convert conversation into momentum, prioritize a structured post-call process: document key findings, establish next steps, and maintain consistent follow-ups to reinforce relationships. By addressing evolving concerns like security, which remains a top priority for MSPs worldwide, you position yourself as a trusted partner in their growth journey. Take each discovery conversation as a stepping stone toward meaningful, results-driven collaboration.

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