96. Sales Discovery That Works: Turning B2B Business Pain Into Action

Sales Discovery and business pain are the real drivers behind deal momentum - not pressure, not persuasion, and not better slides. In this episode, we break down how modern B2B sales teams use discovery to turn passive buyers into decisive action. In this B2B Sales Trends Podcast, host Harry Kendlbacher sits down with Lisa DeCristofaro, Sales Director at UKG, to unpack how elite sellers uncover real business pain points, create sales momentum, and lead consultative selling conversations that actually move deals forward. 🔗 Explore more insights: https://www.globalperformancegroup.com/ You’ll learn: - How sales discovery questions uncover urgency without pressure - Why “cost of inaction” beats ROI in complex B2B selling - How sales coaching and role play drive consistent performance - The outbound prospecting strategy that activates buyers early ⏱ Timestamps 00:00 – Why Sales Discovery (Not Pitching) Creates Momentum 03:55 – Turning Passive Buyers Into Active Buyers Through Discovery 08:40 – Finding Real Business Pain Points and the Cost of Inaction 13:30 – Sales Discovery Questions That Drive Consultative Selling 18:50 – Sales Coaching, Role Play, and Building Sales Momentum 24:45 – Outbound Prospecting Strategy and Sustaining Performance 💡 Key Takeaways - Sales discovery works when it uncovers business pain tied to outcomes, not surface-level problems - The biggest threat to deals isn’t rejection - it’s buyer inaction - Consultative selling requires curiosity, discipline, and deep listening - Sales coaching only sticks when leaders model, practice, and repeat - Strong outbound prospecting activates buyers before competition enters About the Guest Lisa DeCristofaro is a Sales Director at UKG, where she leads and scales high-performing B2B sales teams in highly competitive markets. Known for her practical approach to sales discovery, coaching, and leadership development, Lisa helps organizations move from stalled deals to consistent execution through trust, clarity, and disciplined practice. Connect with Lisa on LinkedIn: https://www.linkedin.com/in/lisadecristofaro/ If this episode sparked new thinking, share it with your team or a sales leader navigating stalled deals. 🎧 Subscribe for weekly insights on modern B2B selling, leadership, and performance. 🔗 Explore more at https://www.globalperformancegroup.com/