Since we started Ginni AI, one of the most frequent requests we heard from sales leaders—especially...
The discovery call is the most important conversation in sales.
Why? Because it’s where you find out if there’s real pain or if you’re about to waste weeks chasing a deal that will never close.
And yet, most sales reps blow it. They either:
- Stick to generic qualification questions (“What’s your budget?”)
- Or turn the call into a mini-demo instead of listening.
The result? Missed opportunities, bloated pipelines, and deals that stall at the finish line.
That’s why great discovery calls are less about “checking boxes” and more about asking the right questions at the right time.
Here are 15 proven questions that top reps use to uncover pain, build urgency, and set the stage for a close.
The Golden Rule of Discovery Questions
Before diving in, remember: questions aren’t enough. It’s how you ask them.
- Start broad, then go narrow.
- Don’t jump straight to “budget” or “decision-making.” Warm up first.
- Use silence. Sometimes the most powerful discovery moment is the 3-second pause after your question.
Now, let’s dig into the questions.
1. “Walk me through your current process for [X].”
This gets buyers talking without making them defensive. Instead of “What’s not working?”, you invite them to describe reality. Gaps and frustrations reveal themselves naturally.
2. “What’s the biggest frustration with how you’re doing it today?”
Pain surfaces fastest when you ask about frustrations. Notice whether they answer quickly (pain is top of mind) or hesitate (pain may not be strong enough yet).
3. “How does that impact your team on a daily basis?”
Most reps stop at the surface problem. This follow-up drills into the people-level pain, wasted time, low morale, missed targets.
4. “What happens if nothing changes in the next 6 months?”
This is the urgency question. It forces prospects to think about the cost of inaction, pipeline loss, missed quotas, competitive risk.
5. “How are you measuring success today?”
Instead of pitching features, you uncover what metrics matter most to the buyer. Their answer tells you how they’ll judge your solution.
6. “What tools or systems are you using right now to solve this?”
Reveals the status quo and possible competitors. If they’re patching things together, it’s your opening.
7. “What’s working well with your current setup?”
Counterintuitive, but powerful. By asking what’s working, you earn credibility (not just digging for pain). Plus, you’ll know what not to attack in your pitch.
8. “Where do you see things breaking down most often?”
Encourages the buyer to pinpoint their biggest bottleneck whether it’s people, process, or tools.
9. “If you could wave a magic wand, what would you change about [process/tool] tomorrow?”
A classic “dream” question. This gets buyers talking about the ideal outcome, which you can later tie back to your solution.
10. “Who else on your team feels this pain the most?”
Uncovers other stakeholders and champions. Pain is personal; find out who is most affected.
11. “What’s the impact of this problem at the company level?”
Zooms out from individual frustrations to business-wide impact (lost revenue, churn, customer experience issues).
12. “What’s stopping you from fixing this already?”
Great for uncovering hidden blockers (budget, leadership buy-in, lack of time).
13. “How do these challenges affect your customers?”
The most overlooked angle. Problems that impact customers always get executive attention.
14. “What would solving this unlock for your team?”
Shifts the conversation from pain → value. Sets the stage for you to position your solution as an enabler, not just a fix.
15. “What’s the #1 priority for your team this quarter?”
This helps you tie the pain back to something already on their roadmap. If your solution aligns, you’ve found a fast-track to urgency.
Bonus: Stop Asking These Discovery Questions
Some questions sound smart but rarely uncover pain:
- “What’s your budget?” → too early, kills momentum.
- “Are you the decision-maker?” → clumsy, alienates.
- “What keeps you up at night?” → cliché, feels scripted.
Instead, earn the right to get those answers later by showing you understand their world.
Why you need to use Ginni AI today?
Sometimes the toughest part of discovery isn’t knowing what to ask, it’s making sure those questions actually get asked on every call. Managers can’t be everywhere at once, and important conversations often slip by unnoticed.
With Ginni AI, every discovery call is automatically reviewed. You can see which questions land, which ones get skipped, and reps get feedback right away so they can adjust on the next call.
It’s not about pushing reps harder, it’s about giving them clear guidance on how to get better.
Key Takeaway
Great discovery calls don’t happen by accident. They happen when reps ask smart, open-ended questions that uncover pain and link it to business impact.
If you’re a rep: steal these 15 questions and test them on your next call.
If you’re a sales leader: make sure these questions are part of your team’s DNA.
And if you want to know for sure whether your team is asking the right questions consistently, it might be time to see how Ginni AI can help.
