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Discovery Questioning

Neurogenesis Questions in Discovery Calls

14 min
Average Score

Izzy Guarino

Head of Product

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Effective communication is key when we are selling. The ability to ask the right questions and dig deep into a prospect's needs and pain points is what sets successful sales professionals apart. That's where neurogenesis questions come into play. Neurogenesis questions are a set of thought-provoking and deep-dive questions that can help sales reps better understand their prospects and generate valuable insights.

 The Three Sets of Questions

Before we delve into the framework and process of implementing neurogenesis questions, let's first understand the three different sets of questions that can be asked during the discovery process.

1. Memory Questions: These questions focus on gathering essential facts and information about the prospect and their company. They are straightforward and can usually be answered by memory or through email. The purpose of memory questions is to collect necessary data such as the size of the company or the decision-making process for software investments. These questions are not based on the Challenger sale methodology and should be avoided if the prospect is disengaged or slipping away.

2. Emotion Questions: Emotion questions delve deeper into the prospect's feelings and emotions regarding their problem or pain point. These questions require the prospect to reflect and express their emotions about the situation. Emotion questions come after memory questions and aim to re-engage the prospect in the sales call. Examples of emotion questions include asking how the problem impacts their work or how confident they are in their team's ability to address the issue.

3. Neurogenesis Questions: Neurogenesis questions are often overlooked but hold immense power in deepening the understanding of the prospect's problem. These questions explore the thought process and decision-making behind the prospect's choices and actions. Neurogenesis questions are thought-provoking and aim to create new insights and connections in the prospect's mind. They convey concern rather than criticism and must be asked with the prospect's permission.

 Implementing Neurogenesis Questions

Now that we understand the three sets of questions, let's explore a simple four-step process to implement neurogenesis questions into your sales methodology.

1. Gather Information with Memory Questions: Start by asking memory questions to collect essential facts about the prospect and their company. These questions can be straightforward and factual, such as the number of employees in their department or their allocated budget for solving the problem.

2. Evoke Emotion with Emotion Questions: After gathering the necessary information, transition to emotion questions that explore how the prospect feels about the problem or pain point. These questions aim to create a deeper connection with the prospect and uncover their anxieties, frustrations, or aspirations related to the issue.

3. Provide Insights and Compare Solutions: This step is crucial in the neurogenesis process. Provide insights based on your experience and expertise in the industry. Compare different scenarios or approaches that other businesses have taken to address similar problems. By doing so, you establish yourself as an expert and provide value to the prospect.

4. Ask Neurogenesis Questions: Finally, ask neurogenesis questions that delve into the prospect's thought process and decision-making. These questions should build upon the information and insights gathered in previous steps. For example, you can ask why the prospect chose one option over another or how they arrived at a particular conclusion. These thought-provoking questions generate new insights and help the prospect see the problem from a different perspective.

 The Power of Neurogenesis Questions

Neurogenesis questions are incredibly powerful because they create new connections and insights in the prospect's mind. By asking these deep-level questions, you can help the prospect learn something new and gain value from the sales discovery call. Neurogenesis questions go beyond emotions and explore the prospect's thinking patterns, allowing you to understand their decision-making process more thoroughly.

Additionally, neurogenesis questions must convey concern rather than criticism. It is crucial to ask for permission before diving deeper into the prospect's problem. By positioning yourself as a helpful expert and explaining the purpose behind the question, you create a safe space for the prospect to share their thoughts openly.

 Measuring Performance with Neurogenesis Questions

To track and measure the usage of neurogenesis questions, it is essential to incorporate them into your sales process consistently. You can do this by recording the third set of questions asked in each deal in your CRM system. By analyzing this data with your manager, you can identify patterns and assess the effectiveness of neurogenesis questions in generating insights and closing deals.

It's also helpful to track how frequently you ask neurogenesis questions. Aim to incorporate them into your discovery calls on a regular basis. For example, keep a record of how many neurogenesis questions you ask per week or month. By quantifying your usage of these questions, you can ensure that you are consistently implementing the neurogenesis framework.

Incorporating neurogenesis questions into your sales process can take your discovery calls to a whole new level. By asking deep-dive questions and generating valuable insights, you can better understand your prospects' needs and pain points. Remember to start with memory questions, transition to emotion questions, provide insights and compare solutions, and finally, ask neurogenesis questions to explore the prospects' thought processes. With practice and consistency, you can become a master at using neurogenesis questions and ultimately achieve greater success in your sales endeavors.

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