The first 30 seconds of a discovery call set the tone. Skip small talk and lead with research—then move to business in a way that builds trust.
When your discovery call starts, you have one chance to signal that you've done your homework and aren't going to waste their time.
Most AEs open with small talk or a generic agenda. Neither works. The prospect knows you want their business, small talk kills momentum, and an agenda by itself gives them nothing to react to. What actually works is opening with something you've learned about them or their company, plus a genuine question.
Before you dial, spend five minutes finding something concrete about the prospect's company or role. Look at their LinkedIn, their company's recent news, or what their marketing team is announcing. The goal isn't to impress them—it's to show you think they're worth preparing for.
One example: "I saw your team just released a new onboarding program. That's a big lift. How's the rollout going?" This does three things at once. It proves you prepared. It acknowledges something that matters to them. And it opens with them talking, not you pitching.
The alternative—"Thanks for taking the time, here's what we do"—signals that you're running the same call for everyone.
An agenda isn't just a list. It's a proposed path for the conversation that invites them to push back or steer it differently.
Instead of: "I want to learn about your business, your challenges, and whether we might be a fit."
Try: "I'd like to spend the next 30 minutes learning what's driving your decision to explore this now, what success looks like for your team, and then—if it makes sense—we can talk about what's working for similar companies. Does that feel like a good use of your time?"
This version tells them what you're actually looking for (the why, not just the topic). It sets a boundary (30 minutes). And it gives them permission to say, "Actually, I don't need to hear about other companies—I want to focus on X."
When prospects have a voice in the agenda, they stay engaged.
Every question you ask should have a reason. Most AEs ask questions without explaining why, which makes the prospect guess at what you really want. That creates friction.
When you ask something, follow it with why you're asking it.
Example: "I'm curious—what's driving the timing on this now? I ask because whether we move fast or take time to explore really depends on what your internal deadlines look like. And I don't want to assume."
This does two things. First, it shows the prospect that your questions aren't random—there's a logic to what you're gathering. Second, it builds trust. You're not interrogating them; you're explaining your reasoning so they understand how their answer will shape the conversation.
Without the "why," it feels like an interview. With it, it feels like you're thinking out loud together.
Once you've established that you've researched them and set a real agenda, you're ready to actually discover something.
The best path is: start with what brought them to talk to you today, not with their company or industry challenges in the abstract.
"What's your understanding of why we set up this call?" or "What prompted you to take this meeting?" tells you what's actually top of mind for them. It may not be what you expected. And that's the whole point.
If they say, "Honestly, my boss sent me the email," at least you know where you stand. If they say, "We're evaluating tools for X," you now have their actual priority, not an assumption based on your ICP.
From there, you can follow the path that actually matters to them.
At the end of the call, repeat back what you've learned in their language, not yours. Ask if you've understood correctly. If you've missed something, they'll fill the gap.
This solves two problems: It confirms you were actually listening (many aren't). And it gives them a chance to add nuance or context that changes how you move forward.
Then align on next steps live on the call. Don't say, "I'll send you some information." Say: "Here's what I'm thinking—we'll set up a 30-minute demo next Wednesday at 2 p.m. where we'll show you how this maps to what you described about your onboarding flow. Does that work?"
Booked commitments on the call are exponentially more likely to happen than "I'll send you info" emails.
Look for something recent and specific: a new product launch, leadership change, funding round, or company milestone. Read their LinkedIn profile and check their company's news page. You need one concrete detail you can reference in your opening, not a vague sense of who they are.
Lead with what brought them to the call itself: 'I'm curious—what prompted you to take this meeting?' or 'What's your understanding of why we set this up?' This works even when you know nothing about them, and it anchors the conversation in their actual priority.
Let them answer completely without interrupting, even if they pause. Most AEs jump in after 5–10 seconds of silence. Push to 10–15 seconds. The silence feels long to you; it doesn't to them. They're often thinking of the next thing to add.
Yes. If they ask something you can't answer, say so, then add context on when you'll know or who can answer it. 'I don't know, but our product team can walk through that in the demo' is cleaner than guessing or making something up.
Yes, but only if you committed to next steps on the call itself. Keep it short: summarize what you heard, confirm the next step and timing, and include a one-line reason why this matters based on what they told you. Skip generic templates.
Part of our guide to Discovery calls.
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