I build strategies and tools to empower 200+ sales reps to effectively sell to Hedge Funds, Private Equity, and Investment Banking clients. This includes strategic planning and execution of sales programs to meet or exceed sales quota expectations across the field. Onboarding, Ramp and Ongoing Effectiveness processes are created and implemented to maximize revenue growth.

As a founder of DiscoveryCoach.io, I sell a Discovery Guide and lead Discovery workshops that have helped over 3,500 sales professionals master the art and science of discovery.

A demo is not a tutorial.

Yet most demos I see are exactly that.

Account executives walking through the product saying:

“You can click here.”
“You can filter this.”
“You can export that.”

That’s not a demo.

That’s a product tour.

And prospects don’t care how the product works.

Not yet.

They only care about how it helps them solve a problem that matters to them.

In fact, there are two death words that immediately tell me an AE is about to run a tutorial instead of a demo:

“You can.”

You can click here.
You can search this.
You can run this report.

The moment a demo becomes a list of things you can do, you've lost the room.

Now compare that to the two life words that signal a real demo:

“You mentioned.”

You mentioned your team spends hours trying to track this information down.
You mentioned that getting conviction on an investment takes too long.
You mentioned you’re worried about missing something important.

Let me show you how one of our clients solves that.

Now the demo isn’t about the product.

It’s about their problem.

And the product simply becomes the vehicle for solving it.

So next time you run a demo, listen to yourself.

If you hear “you can…”
 You’re giving a tutorial.

If you start with “you mentioned…”
 You’re giving a demo.

And prospects don’t buy tutorials.

They buy solutions.

🤟Charles Muhlbauer

I specialize in private capital market business development, currently focused on emerging tech insights & origination ideas for private investors, innovation teams and corporate strategy.

Struggling with Discovery? 1:1 Coaching Available.

As an SDR, in a new role, the biggest challenge you'll face is being in a rush to get meetings.

You'll feel pressure to hit your numbers (which is totally normal).

Yet, the irony of sales is that what you initially feel will work for you..

actually works against you!!

You'll feel that you must "pitch" your offering.

You'll be afraid of losing control, and say things to your prospect like:

"I think we should set up a call and talk more." or
"I'd love to show you a demo and see how we can help." or
"I recommend we set up another call and see how we can help you."

Yet the irony is,

All of these things will work against you, because, although you won't like to hear it,

Prospects don't care what you think they should do.

Internalizing this will help you liberate yourself from feeling like you must always be in control.

And when you are liberated from feeling like you must be in control, you can be present, curious, and ask questions that will make the prospect WANT to speak with you more.

So instead, ask - don't tell.

"Would you be opposed set up a call and talk more?" 
"Would you be against seeing how we might help you on another call?'
"Would you be open to speaking more and seeing what you might be missing?'

You won't win every time, but you will definitely win a lot more.

The funny thing is, you will also have a ton more fun doing so.

Stay curious.

Prospects are just like Gen AI.

If you don’t give them a good prompt, you’re not going to get a good answer.

An AE finishes the walkthrough and says:

“Any feedback?”

or

“What did you think?”

And the prospect responds exactly how you prompted them:

“Looks interesting.”
“Seems cool.”
“We’ll take a look.”

Which tells you… absolutely nothing.

Because vague questions create vague answers.

Instead, give the prospect a better prompt.

For example:

“Bob, based on everything we walked through today, what were one or two things that really stood out to you that could help your team when it comes to...?”

Now you’re forcing specificity.
Now you’re helping them think.
Now you’re guiding the reflection.

And something interesting happens.

The prospect starts articulating the value in their own words.

Which is exactly what you want.

And just like Gen AI…

The quality of the output

is determined by the quality of the prompt.

Stay curious.

Most discovery problems have nothing to do with discovery.

Right now I’m coaching three account executives on how to get better at it.

Something interesting keeps happening.

In the first hour of coaching, it takes about 35 minutes just to answer a few basic questions:

• What problem are you actually solving?
• Why is it a real problem?
• Why is it worth solving now?
• What happens if the prospect does nothing?
• Why should the prospect care?

In other words…

What is the cost of inaction?

Once we get clear on that, everything else becomes easier.

Positioning gets sharper.
Discovery questions become obvious.

And it becomes much easier to disqualify people who simply aren’t a fit.

The three AEs I’m coaching right now are all killing it, and it’s fun to watch.

Not because they memorized better questions.

But because they became crystal clear on the problem they solve and why it matters.

If discovery feels messy, confusing, or like you’re forcing it…

There’s usually a simple reason.

You may not yet be clear on the problem you solve.

And if that’s the case — happy to help.

DM me:)

AE: “Unfortunately for us, there are a number of misconceptions people have about our offering, so it might be helpful to share what we don’t do first. Would that be ok?”

This is a reminder that telling prospects what you are not, what you do not do, and what you do not help with is quite effective.

Not only does it allow you to get straight to the point, but it also saves misconceptions and misunderstandings.

This can be done at the beginning of a discovery call, immediately after the upfront contract.

Prospects will pay extra attention to what you don’t do, as they’re not used to it.

In addition, clarifying your offering EARLY, before it's too late, can make or break a sales call.

I don't know.

It's interesting.

When there is a fire that burns inside you to want something for yourself

You usually get it.

You do whatever it takes to get to where you want to be.

It's true with almost anything.

And I find that when I meet an AE who lack 'skills'

Yet wants those skills so badly you can 'taste it'

That AE ends up winning.

I used to hang a sign next to my laptop that said 'Why are you here?'

Yup, weirdo (me).

Every time I came to my office, it reminded me what I was there to accomplish.

And allowed me to be honest with myself every day to accomplish it.

We are all different, yet the drive is there for any of us to grab.

As you sit back on relax today, maybe give it some thought.

Stay curious

AE: "I could be way off here, but I'm getting the sense that missing out on {PROBLEM} is not a big issue for you and the team. Is that fair to say?"

AE: “I could be way off here, and pardon me if I am, but I’m getting the sense this is not so interesting for you at this point. Am I way off?”

AE: "I'm not getting the sense this is compelling for you, although I could be wrong..."

The above is applicable anywhere in the sales process, especially on a first, 'inro call or on a demo.

At the end of the day...

Give yourself a chance to express the above when you feel it.

Always call out your prospect when you feel they have little interest.

Whether they are being short with you or just not really answering your questions.

You have nothing to lose and ONLY have to gain. As long as you do so in the right tone.

If your prospect has said "yes" to the above, (after a somewhat relevant discussion around challenges and issues your organization solves), it's time to move on.

If your prospect has said "no" to the above, they will defend themselves and explain the value they see for their team.

It is absolutely crucial to follow your gut should you feel that your prospect is not very interested in what you have to say.

We can not be rude when speaking with prospects, but we can be respectfully direct, as their time is just as valuable as ours.

In fact, many of you are making more money than your prospects, but even if you're not, you are on the same level as a professional in the business world.

Notice the "I could be way off here" language to help you soften the blow of the question.

Also, notice the "Is that fair to say?" language. It's always a very soft way of asking the prospect for their perspective.

Keep in mind that the "although I could be wrong" language also helps you come across as vulnerable, empowering the prospect to want to save you and correct you.

Stay curious.

Discovery makes or breaks a sale. Period.

There must be trust developed, though.

How do you do that?

It doesn’t take as long as you might think.

A very simple way to start creating a trusting environment with your prospect is this: remind them, consistently, that it’s okay to say no.

Why? Because trust grows in the absence of an agenda. Your role isn’t to force a decision—it’s to create an open, judgment-free space. Here’s how:

1️⃣ Align expectations. Make sure both you and the prospect are clear on why you’re talking, what’s next, and where things stand after every conversation.

2️⃣ Focus on alignment over persuasion. It’s about making sure you’re on the same page always, not matter the outcome. Their hesitations, and their timeline.

Your job as the AE is to set the table perfectly. Their job is to decide whether they want to sit down and have a meal with you.

The more you approach sales without an agenda—without forcing outcomes—the more you create an environment where trust can thrive.

That’s when prospects begin to open up.

And that’s where real partnerships begin.

Stay curious.

Some reps have great ideas…

But you’d never know it from listening to their calls.

They ramble.
They over-explain.
They pile on details.
They answer questions for five minutes straight.

And the buyer gets lost.

It’s like serving champagne in a garbage can.

The value might be there.
But the delivery destroys it.

Strong sales communication is simple.

One idea.
One point.
One clear message.

Solidreps don’t sound impressive.
They sound crystal clear.

Because clarity builds confidence.

And confidence moves deals forward.

Stay curious.

One of the biggest mistakes I see in sales:

Reps try to improve the 'presentation…'

Instead of improving the signal.

They redesign slides.
They create 'how to' demos.
They show off features.

But the real problem usually isn't the microphone.

It's the signal.

When discovery is real…
Prospects lean in.

When curiosity is genuine…
Trust builds fast.

When conversations feel natural…
Deals move forward.

You don't need a perfect script.
You need the right signal.

Curiosity creates signal.

And signal creates momentum.

Two reps can run the exact same discovery call…

And get completely different results.

Same questions.
Same agenda.
Same product.

But one conversation feels scripted.
The other feels real.

Buyers can tell the difference immediately.

Scripted discovery collects information.

Real discovery creates insight.
Scripted discovery checks boxes.

Real discovery builds urgency.
Scripted discovery destroys interest.

Solid reps don't sound like they're running a playbook.
They sound like they're trying to understand something.

The best discovery calls don't feel like interviews.

They feel like conversations.

Stay Curious.

Many reps are addicted to approval.

You can hear it in their discovery calls.

They avoid tension.
They try to be liked.
They are too embarrased to make a mistake.

But approval is junk mail.

It feels personal…
but it's mass-produced.

Real discovery isn't about being impressive.

It's about being honest enough to ask the questions that matter.

The best reps I know aren't chasing approval.

They're chasing truth.

That's where real deals come from.

Stay curious.

Growth almost always looks like destruction first.

Muscles rip before they grow.
Bones heal stronger after they break.
A forest needs a wildfire to clear the dead weight.
Butterflies dissolve inside the cocoon before they become new.

And in sales, it’s no different.

Great discovery often feel like this.

Not smooth.
Not polished.
Not comfortable.

Because real discovery breaks things.

It breaks:

• the prospect’s assumptions
• their current way of thinking
• the idea that “what we’re doing now is good enough”
• the story they’ve been telling themselves about their process

Many reps try to avoid that moment.

They keep things polite.
They stay surface-level.
They jump into demo mode.

But great discovery does the opposite.

It creates tension.
It exposes inefficiencies.
It gently dismantles the status quo the buyer has been living with.

Because nothing changes until the current reality feels a little… broken.

And once that happens?

That’s when growth starts.

Not when you present the product.
Not when you show features.

When the buyer themselves says something like: 

“Honestly… I hadn’t really thought about it that way before.”

That moment?

That’s the muscle tear.
That’s the beginning of growth.

Stay curious

A lot of discovery conversations turn into quiet competition.

The rep tries to prove they're smart.

The buyer tries to defend their process.

And suddenly you're not on the same team anymore.

But discovery works best when it feels collaborative.
Not adversarial.

Great reps make the buyer feel like you're solving a problem together, not debating who understands it better.

Because deals don't move forward when prospects feel pressured.
They move forward when prospects feels supported.

The strongest discovery conversations have one clear message:

We're on the same side.

Stay curious

Why do some discovery questions fall flat?

For two big reasons.

1. The prospect doesn’t know why you’re asking the question.

And most of the time…It’s because you don’t know why you’re asking it either.

Every AE has had this moment.

You ask a question.

The prospect pauses and says,
 “What do you mean?”

And suddenly you're thinking…

Good question. Why did I ask that?

Now you look unprepared.

A simple rule I teach reps:

Always give the reason for the question.

Either right before the question
 or immediately after it — but before they answer.

Because when a prospect understands why you're asking something, they give a far better answer.

Example:

Instead of asking:
“How do you currently do research?”

Try:

“Many of our clients tell me that even when their research process works well, they still worry they might miss something material. I’m curious to what extent that relates to how you think about things.”

Now the question has context.

And context leads to better answers.

2. The question isn’t open-ended enough.

Closed questions shut conversations down.

Open questions let prospects breathe and think.

Some of the most underused discovery words are:

• When
• Where
• To what extent

Examples:

“When did you first realize that was becoming a problem?”
“Where in your workflow does that show up the most?”
“To what extent is that something your team thinks about?”

These questions don’t corner the prospect.

They invite them to reflect.

And when prospects reflect…they reveal insights you’d never uncover with yes/no questions.

It’s about asking questions with intention.

And making sure the prospect understands why you're asking them.

Deals don’t die because of price.

They die because of fog.

Unclear problems.
Unclear urgency.
Unclear priorities.

And what do most salespeople do when things feel unclear?

They speed up.
They jump into demos.
They send proposals.

But you can’t drive through fog at full speed.

You slow down.
You focus.
You make sure you actually understand the road.

Great discovery works the same way.

Solid reps clear the picture first.

They want to know:

What problem are we actually solving?
Why does this matter now?
What does success really look like?
Who actually cares about this internally?

Because when discovery is clear, everything else gets easier:

Shorter sales cycles.
Stronger champions.
Fewer surprises.

Slowing down early is what lets you move fast later.

That’s real discovery.

Stay curious

Always find the trouble. 

Because it’s always there, no matter what.

Most deals don’t actually 'fail.'

They stall.

Because the rep never fully turned the key.

A key only works when fully inserted.

Sales works the same way.

Half discovery creates surface-level deals.

Half preparation creates average demos.

Half follow-up creates dead pipeline.

You can't unlock a deal halfway.

You have to go all in.

Go all in on discovery.
Go all in on hard questions.
Go all in on preparation.
Go all in on next steps.

Because partial effort creates partial results.

And partial results don't close deals.

Stay curious

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