Discovery calls are used to qualify leads, understand challenges, and move promising prospects further along in the buying process. By strategically planning these conversations, agencies filter out poor-fit clients, handle objections early, and secure clear next steps—leading to more deals and long-term partnerships. This article shares the top sales discovery questions to ask, tips for having effective conversations, and how to prove results after a client has been onboarded.Â
Landing a new client might seem easy—send a proposal, hop on a call, and seal the deal. But in reality, winning the right clients takes more than enthusiasm. It starts with an intentional, well-structured discovery call.
Contrary to popular belief, this conversation is not solely about pitching services. As any seasoned sales team will share, it involves active listening–understanding what the prospect actually needs, uncovering pain points, and whether your agency is a good fit to help them succeed.Â
New business aside, a discovery call also serves as a qualification filter. It ensures you’re focusing on high-value prospects that actually align with your brand values, have the means to pay for your services, and show potential for long-term partnerships.Â
A well-honed client discovery session is your chance to learn everything you need to know about your prospects and land more clients that are the right fit for your agency. Read on to discover tips straight from our B2B SaaS sales playbook to apply directly to your agency.
Getting new clients to sign on for your agency’s services is no easy task, and that’s where a sales pitch deck comes in.  In this article, we’ll show you how to craft an effective sales pitch deck that convinces prospects (and even existing clients) to choose your agency.
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To yield the best results, though, it’s important to have a few discovery call questions at your disposal. That way, you’ll be prepared to have well-organized conversations that lead to the best possible outcomes for both parties.
Not sure what to talk about? In this article, we’ll cover the most effective discovery call questions and how to identify the best-fit clients—ensuring your agency invests time where it matters most.
What Is a Discovery Call?
A discovery call is a structured conversation between your agency and a prospective client to determine whether there’s a strong business fit.Â
Prospects typically face challenges like low-quality leads, a shrinking sales pipeline, or underperforming campaigns. Therefore, this call is an opportunity to discuss their specific needs, goals, and roadblocks and determine whether they align with your ideal client profile.Â
Most importantly, a discovery call should be driven by curiosity. It's a combination of active listening, detailed note-taking, and thoughtful follow-up questions that demonstrate a deep understanding of their business.
Relax and listen. Don't make assumptions about the client or their business, and don't try to impress them. The real discoveries are made by putting the client at ease so they feel comfortable sharing their real thoughts and feelings; that’s how relationships are built.
While the end goal of a discovery call is to secure a new contract, it’s more than a sales pitch.Â
A discovery call should focus on understanding the client rather than overwhelming them with a one-sided sales approach. After all, no one wants to feel like they’re being talked at or pressured into a decision.
A more effective approach? Question-based selling. It’s the practice of using thoughtful, open-ended questions to guide the conversation, uncover insights, and position your services as the best option. Here’s exactly why it works well.
Reason
Description
Uncovers Deeper Pain Points
Targeted questions will uncover the root cause of a prospect’s challenges. For example, instead of accepting “We need more leads” at face value, dig deeper to determine if the issue is poor lead quality, low conversion rates, or ineffective targeting.
Positions Your Agency as a Trusted Advisor
Asking thoughtful, open-ended questions shows that you’re focused on diagnosing problems and providing real solutions (not just pushing services).Â
Encourages Prospects to Open Up
Engaging potential customers in a meaningful conversation helps them feel heard and understood. Active listening and thoughtful follow-up questions also encourage them to share insights more openly.
Qualifies Leads Efficiently
Use strategic questions to determine if a prospect is serious, has enough budget, and aligns with your agency’s expertise. This ensures you’re investing in leads that have conversion potential.Â
Instead of telling prospects why they need your agency, well-structured questions lead them to recognize gaps in their current strategy.Â
When they come to this realization themselves, guess what? It strengthens their need for a new solution and increases trust in your agency to deliver it.
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Effective discovery calls follow a structured flow—starting with rapport-building, moving into qualification, and ending with clear next steps.
Below are the best discovery call questions to keep the conversation productive and client-focused.
Questions To Set the Stage
When conducting discovery calls, start with a solid foundation before diving into strategy or pricing. These opening questions build rapport, uncover key business details, and set the tone for a productive dialogue.
1. “Can You Give Us a Quick Overview of Your Business and What You Do?”Â
Start by gaining a high-level understanding of the prospect’s industry, target audience, and business model. This question also helps assess whether they align with your agency’s expertise and where you can provide the most value.
What to listen for:
The prospect’s core offering and business model (e.g., ecommerce, SaaS, service-based).
Their ideal customer type, including target demographics, buying behavior, and pain points.Â
Any recent pivots, expansions, or shifts in their business strategy.
2. “What Does Success Look Like for You in An Agency Partnership?”
Rather than assuming, let a potential client define success on their own terms. Asking this question will uncover key priorities, clarify expectations, and highlight how results are being measured.Â
Specific KPIs being tracked and any future aspirations (e.g., improving customer acquisition cost by 20%).Â
Any misalignment between goals and realistic marketing outcomes.
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3. “What Made You Reach Out to Our Agency Specifically?”
Want to uncover your most effective lead sources? Ask prospects where they first heard about your agency.
Whether it was a compelling case study or your catchy social media presence, this knowledge is power. It pinpoints what’s working well and which content types yield the most results.Â
What to listen for:
How they discovered your agency (referral, ad, content, word-of-mouth).
Specific services, case studies, or niche expertise that stood out.
What they already know about your agency’s work or specialization.
4. “Have You Worked With An Agency Before?”
It’s important to understand the prospect’s past experiences–both positive and negative.Â
You’ll gain an understanding of what worked, what didn’t, and their overall expectations from an agency.Â
What to listen for:
Positive experiences that highlight what they value in an agency relationship.
Negative experiences or frustrations that reveal pain points to avoid.
Any unmet expectations or gaps in past partnerships.
Qualifying Questions
The right clients bring long-term value to your agency, so it’s essential to ensure a strong fit from the start. Use these qualifying questions to identify and prioritize the most promising opportunities.
5. “What Are Your Top Marketing Priorities?”
Ask this question to highlight the prospect’s most pressing needs. Rather than overwhelming them with a full-service pitch, tailor recommendations and match their top priorities.
We approach prospects with open minds and open ears. It’s an opportunity to briefly step inside another business, learn about their biggest ambitions, and understand their deepest struggles. It's a privileged position, and it's one of the best opportunities to set the tone for the lifetime of that client relationship.
7. “What’s Your Timeline for Implementing a Solution?”
Some prospects are ready to invest immediately, while others are still in research mode. Use this question to gauge urgency and prioritize high-intent leads.
What to listen for:
Whether they need a quick turnaround or are planning for the long term.
Signs of internal delays, such as needing buy-in from other stakeholders.
A clear timeline that aligns with your agency’s availability.
8. “How Are You Currently Tracking Campaign Results?”
By inquiring about a prospect’s tech stack, you’ll be better positioned to identify inefficiencies and solidify your value proposition.
For example, if they’re struggling with fragmented data across multiple tools, explain how your agency has a streamlined solution.
What to listen for:
Signs that they may need additional training or support to maximize their tools.
Whether they rely on outdated reporting methods, like taking screenshots or using a manual spreadsheet.Â
Any gaps your agency can fill (e.g., using a reporting tool that seamlessly integrates with their marketing platforms).
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Disqualifying Questions
Not every lead is worth pursuing–some prospects simply lack the budget, authority, or urgency to move forward.
Disqualifying questions identify those who aren’t a good fit or ready to commit, ensuring your agency focuses on the most promising opportunities.
9. “What’s Your Budget for This Project?”
If a prospect’s budget is far below your agency’s minimum pricing, it’s best to cut your losses early. This avoids drawn-out conversations that lead nowhere.
What to listen for:
Whether they have a realistic budget for your agency’s services.Â
Ambiguous statements like “We don’t have a budget in mind” could mean they’re not serious.
Signs they expect high-end results for bargain pricing.
10. “What’s Stopped You from Solving This Problem Until Now?”
If a prospect hasn’t taken action before, there’s always a reason—whether it’s lack of urgency, internal roadblocks, or hesitation to invest. It could also be due to shifting priorities or struggling to achieve growth.Â
What to listen for:
Bottlenecks like budget freezes, leadership changes, or untrained sales reps.Â
Indecisiveness or lack of clarity on what solution they actually need.
A pattern of delaying action, which could indicate they’re not fully committed.
11. “Who Else Needs to Be Involved in This Decision?”
If the person you’re speaking with isn’t the final decision-maker, the deal is unlikely to move forward in the sales process. This question determines if you’re talking to the right person or if key stakeholders need to be engaged in the current process.
What to listen for:
Whether they have full decision-making power or need approval from others.
The involvement of multiple stakeholders, as this could slow the purchasing process.
Hesitation or vague responses–this may indicate internal misalignment or a lack of serious intent.
Keep clients in the loop by granting login access to live dashboards. Ensure data transparency and build trust over time–try AgencyAnalytics, free for 14 days.Â
Questions That Secure a Next Step
A great discovery call means nothing if the conversation stalls afterward.Â
The key tokeeping momentum? Secure a clear next step before ending the call. Use these questions to solidify commitment, align expectations, and move the deal forward.
12. “Based on What We Discussed, Do You See Our Agency As a Potential Fit?
This question encourages prospective customers to verbalize their interest, making them more likely to move forward. It also helps your agency gauge whether they’re serious or still unsure.
What to listen for:
A clear “yes,” which signals engagement and readiness.
Hesitation–this may indicate lingering doubts or missing information.
A request for more details, showing they need reassurance before committing.
13. “Would You Be Open to a Proposal Outlining How We’d Approach Your Goals?”
Ask this question to shift the conversation from interest to action. Once they’ve agreed to review a proposal, you’re one step further in the sales discovery process and moving toward a formal agreement.
Remember–use all the valuable insights you’ve gathered so far. Mention the prospect’s pain points, reference unique business objectives, and offer tailored recommendations. This will reinforce your value proposition and win prospects who may be exploring a competitor’s services.
Clients like to shop around and go to multiple agencies. When they see a generic, almost made-up proposal and compare it to our detailed analysis, it positions us above any other agency trying to compete for that same client. Because of that, our conversion rate is super high.
14. “What’s Your Timeline for Making a Final Decision?”
To ensure you’re not wasting time on prospects who aren’t ready to commit, ask for a clear timeline. If they’re serious about moving forward, they’ll indicate how soon they’re looking to solve any business challenges.
On the other hand, vague responses suggest they’re still in the research phase or require additional nurturing. In these cases, this sales opportunity may not be worth pursuing.
What to listen for:
A defined timeline (e.g., “We want to decide by next month”), which indicates urgency.
A vague response that doesn’t quite indicate readiness (like “I’m still thinking about it”).Â
External factors that could delay the process, such as leadership approvals, budget cycles, or competing priorities.
15. “When Would Be a Good Time To Reconnect To Go Over the Next Steps?”
Lock in a follow-up instead of leaving things open-ended–it signals confidence and keeps the deal moving forward. This approach also gives the prospect a sense of structure in the decision-making process.
What to listen for:
A specific date and time, which shows commitment.
Requests for more time–this often means they’re having internal discussions or competing priorities.
Indecisiveness, lack of urgency, or shifting priorities.
By asking these sales discovery call questions, you’ll attract clients who align with your agency’s expertise and long-term goals.
Bonus: How To Run a Discovery Call
To complement the questions we’ve just covered, follow this process to increase the chances of turning conversations into contracts.
1. Do Your Research BeforehandÂ
Prospects expect your agency to come prepared. Before the first call, research their website, social media, ad campaigns, and competitors–anything to spot gaps in their existing strategy.Â
This demonstrates initiative and shows you’re not just another vendor. It also leads to smarter, relevant questions that make the conversation more engaging and valuable.
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2. Build Rapport But Keep It Business-Focused
Establish a connection early to make the conversation more natural. However, the key is balancing friendliness with professionalism.
Start with a warm introduction and show genuine interest in the prospect’s business without veering too far into small talk. Ask about their role, recent wins, or company updates to create engagement while focusing on their needs.
Listen to the prospect’s response and steer the discussion toward what matters to them—what’s going well, goals they’re working toward, or current challenges. This approach builds trust while ensuring the call remains productive.
3. Set An Agenda To Stay Organized
A structured agenda keeps the conversation on track, sets the tone from the start, and ensures maximum productivity.
For example, begin with a brief overview like:
Here’s how we’ll structure this call. I’ll ask a few questions to understand your goals and challenges, share insights based on what we see, and if it makes sense, we’ll discuss the next steps. Does that sound good?
While it’s important to prepare, flexibility is just as important–a discovery call shouldn’t feel like a scripted interrogation. Instead, adapt to the natural flow of the conversation by asking follow-up questions or pivoting when needed.
Most prospects start with broad challenges, but the real issues often run deeper.
Instead of taking their initial answers at face value, dig into the root cause. For example, if they need more leads, ask what kind of leads, where their current ones are falling short, and what impact that has on their business. If they mention low ad ROI, try to understand whether it’s due to poor audience targeting, weak messaging, or using oversaturated keywords.
The more specific their pain points, the better–it provides valuable context for creating an effective proposal if there’s a potential fit. Alternatively, it may highlight that you’re not the best choice for their needs (which is okay, too).
5. Handle Objections Before They Stall the Deal
Objections aren’t deal-breakers—they’re a chance to address concerns and reinforce your value. The key is anticipating them early so they don’t stall the conversation.
Wondering what this looks like? Here are three common sales objections your agency may encounter and how to respond.Â
🚫“We don’t have the budget.”
✅ Instead of lowering your price, shift the focus to ROI (e.g., “If we could increase conversions by 30%, would that justify the investment?”). This positions your services as revenue-generating rather than just an expense.
đźš« “We need to think about it.”Â
✅ Find out what’s holding them back–share something like, “I totally understand—what specific concerns do you need to work through?” This keeps the conversation open instead of letting the deal fade away.
🚫“We’ve worked with agencies before, and it didn’t go well.”Â
✅ Ask what went wrong and show empathy. Consider a follow-up like, “I hear that a lot. What didn’t work, and how can we do things differently this time?” This tailors your approach while building trust.
Remember: If you sense hesitation, don’t rush to close—clarify their concerns first.
6. Lock in the Next Step—Never Leave It Open-Ended
As we previously covered, leaving things open-ended may lead to the prospect disappearing or, worse… going with a competitor. Instead, secure a concrete next step before ending the call.
Decide on a convenient date and time to keep the ball rolling. That way, you won’t lose steam and there’s a higher chance of a successful outcome.
Asking the Right Discovery Call Questions = Closing the Right Clients
If there’s anything you should take away, it’s this: The most effective discovery calls are rooted in active listening. Identify what they’re trying to achieve, show genuine interest, and keep the conversation productive.Â
To dig deeper, use the discovery questions we’ve outlined to:
Gain a more comprehensive understanding of a prospect’s needs, offer relevant solutions, and create tailored proposals.
Qualify prospective clients based on their budget, readiness to commit, and marketing priorities.
Weed out cold leads, wishy-washy prospects, or potentially toxic clients early in the process.
Solidify the next steps, such as a follow-up date for discussing a proposal or a sign-off deadline.
With that said, getting new clients is one part of the equation–keeping them is another.
Use a reporting tool like AgencyAnalytics to access real-time dashboards, deliver professional reports, and show clients why you’re worth investing in. Even generate AI-powered insights and share industry-specific benchmarks–all with one platform!Â
Faryal Khan is a multidisciplinary creative with 10+ years of experience in marketing and communications. Drawing on her background in statistics and psychology, she fuses storytelling with data to craft narratives that both inform and inspire.
