Effective sales discovery is a conversation. Making it useful to both sides requires plenty of planning on the part of the salesperson. It means giving thought to how the conversation benefits the customer, not just the seller.
Each company is different, of course. But in every case, understanding the strategy of a customer company and the beliefs, goals and needs of the people in it, is at the heart of managing key customer accounts. That's where the process of discovery can have exceptional payoffs.