How to Nail Your Discovery Calls and Win More High-Margin Contracts

The market isn’t what it was during the COVID boom. Back then, leads poured in, and sales seemed effortless. But things have shifted. The game has returned to normal, and if you’re feeling the pressure to win new clients, you’re not alone.

The solution? Mastering your discovery calls.

Your discovery call is a chance to deeply understand your prospect’s needs, uncover their motivations, and position your building company as their best option. Without a structured approach, you risk burning good leads or wasting time on the wrong ones.

In this article, we’ll share practical tips to help you run better discovery calls, convert more prospects, and secure high-margin contracts.

Why Discovery Calls Matter

Think of the discovery call as the foundation of your sales process. Get it right, and you’ll not only build trust but also create a blueprint for guiding your client from initial interest to signing a contract. Get it wrong, and you’re left scrambling to recover from misalignment—or worse, watching a good lead walk away.

A well-executed discovery call achieves three things:

Uncovers the client’s true needs and priorities.
Builds rapport and trust.
Eliminates competitors by deeply engaging the client.

But this doesn’t happen by chance. You need a repeatable process.

1. Build Rapport First

Jumping straight into business is a common mistake. Clients need to feel comfortable with you before they’ll open up about their vision and concerns.

Take the time to establish rapport:

Engage in light, genuine conversation about shared interests or their current situation (e.g., where they live now).
Pay attention to their energy and adjust accordingly. For example, some clients may prefer to keep small talk brief and get straight to the point.

Building rapport sets the tone for trust and signals that you’re interested in them as people—not just as a sale.

For more tips on building rapport, listen to this podcast episode with APB Co-founder, Sky Kolade:

2. Use Structured Questions

Winging it won’t cut it. A structured set of questions ensures you’re covering all the important points without missing key details.

Remember, discovery isn’t about qualifying—that step should happen before the call. Discovery is where you uncover their vision, goals, and challenges.

Start broad with open-ended questions like:

“What inspired you to want to build?”
“What’s most important to you in this project?”

Then, drill down with follow-up questions to dig deeper into their motivations and deal-breakers.

3. Master Active Listening

Great discovery calls are as much about listening as they are about asking questions. Here’s how to master active listening:

Pause: Resist the urge to jump in too quickly with a response. Silence encourages the client to share more.
Affirm: Use phrases like “I see” or “That’s interesting—can you tell me more?” to show engagement.
Repeat: Paraphrase their answers to confirm you’ve understood correctly. For example, “So having an open-plan kitchen with a clear view of the pool is a top priority for you?”

Active listening helps you uncover their true needs and shows that you value their input, building trust and deepening their investment in working with you.

4. Document Everything in a CRM

Every detail matters—down to the name of their dog or their dream vacation spot. Why? Because when you reference those details later, you demonstrate that you’re paying attention and truly understand their needs.

Use a CRM to:

Record key project details.
Track personal tidbits that help you build a stronger connection.
Log follow-ups and next steps to keep the process seamless.

A CRM isn’t optional. It’s an essential tool for managing prospects effectively and ensuring nothing slips through the cracks.

5. Be Patient and Focus on Emotions

Remember, building a home is an emotional journey for your clients. Your job is to guide them through it with patience and empathy.

Clients often guard their fears or concerns, so it’s up to you to gently coax those out. Use your questions to surface both their aspirations and pain points. The better you understand their emotions, the easier it will be to position your company as the solution they’re looking for.

Don’t rush. Let moments of silence work in your favour. They encourage clients to share more and show that you’re truly listening.

Ready to Transform Your Sales Process?

Mastering discovery calls is just one piece of the puzzle. To consistently win high-margin contracts, you need a documented, repeatable sales process that engages the right clients and maximises every opportunity.

We’ve created the Sales Blueprint for Builders to help you do just that. This comprehensive guide maps out every step of the sales process, from discovery calls to closing contracts, so you can win more projects at higher margins.

Download your free copy now and take the first step toward transforming your building company’s sales process.