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In this video, Darcy explains a four-step discovery sales process that helps buyers convince themselves to buy instead of the salesperson doing all the convincing. The process is structured around four questions, represented by the acronym BCOP:
Backstory: Understand the context and intention of the buyer.
Challenges: Identify the buyer's pain points.
Outcomes: Clarify the desired outcomes.
Process: Learn about the decision-making process and priority level.
By asking these questions, sales teams can create a consultative approach that aligns the solution with the buyer's needs.
1. Backstory – Understanding the Buyer’s Context
The first and perhaps most important step in any discovery process is to understand the buyer’s backstory. By asking a question like, “What’s the backstory here?” or “Can you walk me through what’s brought you to this point?”, you create space for the buyer to explain their situation in-depth. This goes beyond surface-level details, allowing you to gain insight into the intentions behind their actions, decisions, and current needs.
Why does this work? When you understand your buyer's backstory, you’re tapping into a psychological principle called intention awareness. People often have a strong desire to be understood, not just in terms of their decisions but also in the motivations behind them. By asking for their backstory, you’re demonstrating that you care about their unique situation, and you're not just another salesperson focused on pushing your agenda.
Additionally, understanding their backstory builds trust. It positions you as a consultant or advisor rather than a traditional salesperson. Once you understand their context, your solutions will naturally feel more relevant and tailored to their situation.
Pro Tip: Don’t rush through this step. Allow your buyer to talk at length about their story—sometimes, the best insights come from what’s left unsaid or what the buyer eventually reveals after a bit of storytelling.
2. Challenges – Identifying the Pain Points
Once you’ve gathered the backstory, the next critical question is about the challenges they’re facing: “What challenges are you currently running into?” or “What’s not working for you?” This part of the conversation digs deep into the frustrations, barriers, and inefficiencies they’re experiencing.
No purchase happens without a problem to solve. Whether it’s a logistical bottleneck, operational inefficiency, or a revenue challenge, understanding what problems the buyer is currently facing helps you frame your solution as the answer they’ve been searching for.
The key to this question is to let them open up about their pain points. Some buyers might be straightforward and give you a laundry list of things going wrong, while others may downplay their challenges. In either case, your job is to listen carefully and extract valuable information that you can use later to connect the dots between their challenges and your solution.
You’re not just identifying problems to sell them something—you’re discovering where they need help. This establishes your credibility and helps you focus your proposal around the areas that matter most to them.
Pro Tip: If the buyer is struggling to articulate their challenges, try asking about specific frustrations, such as deadlines, budget constraints, or team inefficiencies. These smaller frustrations can often hint at larger, more critical problems that your solution can address.
3. Outcomes – Defining the Buyer’s Desired Results
The next stage is about outcomes, asking questions like: “What are the specific outcomes you’re hoping to achieve?” or “How do you envision this working for you?” Buyers don’t buy products or services—they buy the results that those products or services promise to deliver.
Here’s where you move the conversation from pain points to possibilities. The buyer knows what’s wrong; now they want to imagine what success looks like. Your role is to help them articulate that vision. Whether it's increasing revenue, improving operational efficiency, or reducing risk, it’s your job to align your product or service with their vision of success.
Why is this question so important? It forces the buyer to think about the future and what achieving these results would mean for their business. Not only does it give you a clearer picture of what they value most, but it also helps the buyer build an emotional connection to the solution you’re offering.
The more vividly the buyer can imagine their success, the closer they are to making a decision in your favor. You become the bridge between where they are (their challenges) and where they want to go (their outcomes).
Pro Tip: Once you’ve got them talking about their outcomes, push them a bit further. Ask, “What would achieving this outcome mean for your business in the next 6-12 months?” This helps reinforce the urgency and importance of moving forward with a solution—your solution.
4. Process – Understanding Their Decision-Making Path
Finally, you’ll want to understand how they make decisions by asking, “What’s the process on your end for making this decision?” or “How much of a priority is this for you right now?”
This question is key because it provides insight into their internal workflow and hierarchy. Are they the final decision-maker, or are other people involved? How soon do they need a solution? What’s their approval process like?
Understanding the decision-making process ensures that you’re not wasting time pitching to someone who doesn’t have the authority to make a decision or sign a deal. It also helps you structure your follow-ups. For example, if they say that a board of directors needs to approve any final decision, you know you’ll need to provide documentation that speaks to a broader audience.
Knowing the process also allows you to adapt your sales approach to fit their timeline. If they’re looking for an immediate solution, you’ll need to fast-track your proposal. If it’s a long-term project, you might focus on building a deeper relationship before they make a final decision.
Pro Tip: Always clarify who else will be involved in the decision-making process. If there are multiple stakeholders, make sure you address their concerns in future conversations. If possible, arrange a meeting with all stakeholders so you can ensure everyone is on the same page.
Wrapping Up the Discovery Process
This BCOP discovery process—Backstory, Challenges, Outcomes, and Process—helps you gather all the information you need to position your solution in a way that resonates with your buyer. More importantly, it allows your buyer to do most of the talking, giving them ownership of the conversation and allowing them to convince themselves that they need your solution.
By following this framework, you’re no longer the pushy salesperson; instead, you’re the trusted advisor helping them navigate their buying decision. This subtle shift in roles makes all the difference in building long-lasting business relationships and closing more deals.
Final Tip: Practice asking these questions with every prospect. You’ll notice that some will naturally lead to more fruitful conversations than others, but consistency is key. Over time, you’ll fine-tune your approach and gain the ability to quickly identify what makes each buyer tick—setting you up for greater sales success.
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