The Startup Project

Module 4: Discovery Calls & Demos

Master the art of running discovery calls that uncover real pain, qualify effectively, and lead to next steps.

Module Progress0 of 5 tasks completed

Module Tasks

Build your discovery and demo system.

Design your discovery call structure

Create a repeatable framework for running discovery calls that uncovers pain, builds rapport, and qualifies effectively.

2 hoursCall framework templateQuestion bankDiscovery call playbook

Build your question bank

Develop a library of powerful questions organized by topic: pain, impact, current state, decision process, and timeline.

2 hoursQuestion frameworksIndustry researchOrganized question library

Create your demo flow

Design a demo structure that's tailored to prospect needs rather than feature-focused. Less is more.

3 hoursDemo environmentScreen recordingCustomizable demo script

Practice with role-play sessions

Run mock discovery calls with co-founders, advisors, or friendly contacts to refine your approach.

2 hoursRecording softwareFeedback formRecorded practice sessions

Set up call recording and analysis

Implement tools to record calls (with consent) and review them for continuous improvement.

1 hourZoom/Google MeetGong/Chorus or alternativeCall recording system

Discovery Call Structure

Follow this framework for every discovery call to maximize effectiveness.

1

Opening (2-3 min)

Purpose: Build rapport and set agenda

Tactics:
  • • Thank them for their time
  • • Briefly introduce yourself and company
  • • Confirm time available
  • • Set agenda and get their buy-in
Example:
"Thanks for taking the time today. I've blocked 30 minutes - does that still work? Great. I'd love to spend the first 15 minutes learning about your situation, then share how we might help. Sound good?"
2

Discovery (15-20 min)

Purpose: Understand their situation, pain, and needs

Tactics:
  • • Ask open-ended questions
  • • Listen more than you talk (70/30 rule)
  • • Dig deeper with follow-up questions
  • • Take notes on key points
Example:
"Can you walk me through how your team currently handles [process]? ... Interesting, what happens when [pain point scenario]? ... How does that impact the team?"
3

Demo/Solution (5-10 min)

Purpose: Show how you solve their specific problems

Tactics:
  • • Connect demo to pain points they shared
  • • Show only relevant features
  • • Use their language and examples
  • • Pause for questions and reactions
Example:
"You mentioned [specific pain]. Let me show you exactly how we handle that... [demo]. Does this address what you were describing?"
4

Next Steps (3-5 min)

Purpose: Qualify and advance the opportunity

Tactics:
  • • Summarize what you heard
  • • Ask about decision process
  • • Propose clear next step
  • • Get commitment on timeline
Example:
"Based on what you shared, it sounds like [summary]. What would need to happen for you to move forward with something like this? ... Great, let's schedule [next step] for [specific date]."

Discovery Question Bank

Current State

  • • Walk me through how you currently handle [process]?
  • • What tools are you using today for this?
  • • How long have you been doing it this way?
  • • Who else is involved in this process?

Pain & Problems

  • • What's the biggest challenge with your current approach?
  • • What happens when [problem scenario] occurs?
  • • How much time does your team spend on [manual task]?
  • • What would you fix if you had a magic wand?

Impact & Urgency

  • • How does this problem affect your team day-to-day?
  • • What's the cost of not solving this?
  • • What initiatives is this blocking?
  • • Why is solving this important now vs. 6 months ago?

Decision Process

  • • Who else would be involved in evaluating a solution?
  • • What's your typical process for adopting new tools?
  • • What would success look like 90 days after implementing?
  • • What concerns might others on your team have?

Budget & Timeline

  • • Do you have budget allocated for solving this?
  • • When would you ideally have a solution in place?
  • • What's driving that timeline?
  • • Have you evaluated other solutions?

Active Listening Techniques

The best discovery calls are 70% listening. Use these techniques to go deeper.

Mirroring

Repeat the last few words they said as a question

Example: Prospect: 'We're struggling with data accuracy.' You: 'Data accuracy?'
Benefit: Encourages them to elaborate without leading

Labeling

Name the emotion or concern you're hearing

Example: 'It sounds like you're frustrated with the manual work involved.'
Benefit: Shows empathy and validates their feelings

Summarizing

Paraphrase what they said to confirm understanding

Example: 'So if I understand correctly, the main issue is X, and it's causing Y?'
Benefit: Ensures alignment and shows you're listening

Silence

Pause for 3-5 seconds after they finish speaking

Example: [Count to 3 in your head before responding]
Benefit: Creates space for them to add more detail

Common Demo Mistakes

Feature dumping

Showing every feature instead of focusing on their specific needs

Fix: Show only 2-3 features that directly address pain points they mentioned

Demo before discovery

Jumping into the demo without understanding their situation

Fix: Always do discovery first - even if they ask to 'just see the product'

Talking too much

Monologuing through the demo without engagement

Fix: Pause frequently to ask 'Does this make sense?' or 'Is this what you were looking for?'

Using fake data

Demo environment with obviously fake 'Acme Corp' data

Fix: Use realistic data that matches their industry - or even customize for them

No clear next step

Ending with 'Let me know if you have questions'

Fix: Always propose a specific next step with a date: 'How about we do X on Thursday?'

Qualification Signals

Green Flags (Pursue)

Specific, painful problem clearly articulated
Real need exists
Budget approved or in current planning cycle
Can actually buy
Timeline tied to business event
Urgency is real
Decision maker on the call or accessible
Can actually close
Already evaluated competitors
Educated buyer, ready to decide
Asking detailed implementation questions
Seriously considering

Red Flags (Caution)

Can't articulate the problem clearly
Not enough pain to drive action
No budget or budget 'to be determined'
May be tire-kicking or too early
No timeline or 'sometime next year'
Low urgency, will stall
Decision maker not involved
Risk of champion losing internal battle
Recently implemented competitor
Unlikely to switch again soon
Asking for features you don't have
May not be right fit

Key Takeaways

  • 1.Discovery before demo - always. Even if they want to "just see the product."
  • 2.Listen 70%, talk 30%. Use silence, mirroring, and summarizing to go deeper.
  • 3.Demo only 2-3 features that address their specific pain points.
  • 4.Always end with a specific next step and commitment on timeline.
  • 5.Qualify ruthlessly - red flags early save time and heartache later.
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