Your Discovery Call Script Is Breaking Your Pipeline

Here is the cold, hard truth about modern B2B buying: 94% of buyers have already ranked their top vendors before they even speak to your sales team.

Yet, most reps open that very first call with: "So, tell me about your challenges..."

Data from 6sense’s 2025 Buyer Experience Report (surveying 4,000+ buyers) reveals that the vendor ranked #1 prior to contact wins 77% of the time.

As Kerry Cunningham put it: "Buyers are moving faster but not taking more risks."

This means one size does not fit all. How you run your discovery call entirely depends on where you stand:

• 1. If you're the favorite (Ranked #1): Your job is demand capture. They want pricing, proof, and frictionless execution. Every extra qualification hoop is just an invitation for them to look elsewhere.

• 2. If you're the challenger (Ranked #2 or #3): You need to make a case. The favorite loses nearly 1 in 4 deals. You must give them a compelling reason to change their ranking—not a generic interrogation about pain.

• 3. If you're unranked (Only 6% of buyers): You are actually qualifying fit from scratch.

The core problem?

Most sales teams run a blanket script designed only for that tiny 6% edge case.

The favorite gets grilled on basic budget and timeline questions and starts questioning why they liked you in the first place. The challenger gets asked generic pain questions when they needed a sharp reason to switch.

Meanwhile, your CRM hides all of this. It lumps every deal into a single "Discovery" stage with the exact same win probability, blunting your forecast accuracy.

Only Azpertilo makes sure you are number #1, enabling you to authentically, build relationships and trust, so when the time comes you are favorite. Alternatively, if you miss out on that. Azpertilo will enable you to be cited in LLMs so you will be found. At least that will give your AEs a fighting chance. 

Conclusion

If you want to protect your win rates, stop running blind discovery. Ask right out of the gate: "Who else are you looking at, and where do we currently stand?" Then tailor the call to the exact answer you get.

What is your current discovery process blocking?