In today's episode titled, Unlocking Revenue Growth, the Power of Discovery Calls and Buyer Insights, I'm joined by Amanda Crooks, Head of Sales and Marketing at Blink Metrics. Amanda and I had a great conversation where we discussed the critical role of discovery calls in driving revenue growth. 

Amanda shares her expertise on how asking the right questions, actively listening and understanding buyer pain points can not only build trust, but also uncover opportunities to create tailored solutions that resonate with prospective clients. Stay tuned to the end where Amanda shares tips on using learnings from discovery calls for your website content strategy. This episode will leave you equipped to turn conversations into conversions and boost your revenue potential. Let's go!

Podcast transcript

Kerry Curran, RBMA (00:01.557)

Welcome, Amanda! Please introduce yourself and share your background and expertise.

Amanda Crooks (00:08.814)

Awesome, Kerry! Thank you so much for having me on the podcast. You know I'm a huge fan, so I really appreciate the opportunity to be here.

I’m Amanda Crooks, the Head of Sales and Marketing for Blink Metrics, an automated KPI tracking solution for small businesses.

A little bit about my background—it’s been a curvy path. I’ve worked in sales and marketing for a long time, including roles selling sponsorships for live events. I joined Blink Metrics from a large marketing agency.

I’ve always been a curious person—I love puzzles, and I also love encountering challenges in the workplace. A big part of my journey has been finding problems that aren’t quite solved and figuring out how to fit the different pieces together to create a solution, improve efficiency, or make something easier. It’s been really fun to apply those skills in sales and marketing.

Kerry Curran, RBMA (01:18.347)

Thank you, Amanda! We’re very excited to have you on.

Amanda and I actually met on LinkedIn, where we connected over our shared focus on building the interconnectivity between sales and marketing in lean environments. I’ve learned a lot from your posts, Amanda, and I’m excited to have you join us today!

In our previous conversations, we talked about the importance of strong alignment between marketing and sales—how marketing needs to fuel sales by providing the right content, messaging, and materials.

We’re seeing more and more data reinforcing that we’re in a buyer’s market these days. Buyers—especially in B2B and considered purchases—are spending more time researching, shortlisting their options, and engaging with content before ever speaking to a salesperson.

Because of that, it’s critical to get into the buyer’s mindset—to craft the right content that speaks to their needs while uncovering their pain points. One of the most important ways to do that is through the discovery call.

Amanda, let’s dive into your strategy and philosophy on how to conduct an effective discovery call.

Amanda Crooks (03:07.51)

Yes! Discovery calls are such a vast topic, and I know we’ll get into the details.

A huge part of my job is getting on the phone with people, talking through their specific situations, and understanding their pain points. But before they even get on a discovery call, they’ve already interacted with our website and marketing—so the first hurdle is making sure we’re positioned on their shortlist.

Once we’re on a discovery call, one of the most important aspects is really understanding what they’re trying to solve—the challenges they’re facing in their business.

My approach to discovery calls is simple: it’s called discovery for a reason. It’s about learning.

I was thinking about this earlier—it’s almost like an archaeological dig. Ideally, you get on a discovery call and uncover an entire dinosaur skeleton—you realize this prospect is the perfect fit for your solution. That’s the best-case scenario.

But even if you only find a piece of a broken pot, that’s still valuable. Every discovery call—whether it results in a sale or not—helps you learn something about your prospect, your product, and who is or isn’t the right fit.

Kerry Curran, RBMA (05:07.659)

Absolutely! And beyond just uncovering their challenges—which is obviously critical—you’re also building trust and establishing a relationship during that call.

Amanda Crooks (05:34.71)

Yes, trust is a huge piece of it.

When buyers are evaluating different solutions, one of the biggest mistakes companies make is jumping straight into a demo. They start talking about their product, their features, and what they do—without spending enough time asking questions about the buyer’s business.

The best discovery calls are all about learning:

• What are their processes?
• How does their business function?
• What’s already working well?
• What needs improvement?

Even if the buyer doesn’t fully realize what they need yet, your job is to discover that with them.

But trust doesn’t come from just asking questions—it comes from really listening. Not just listening so you can push them toward a sale, but truly empathizing with their situation.

At the end of the day, even in B2B sales, you’re selling to humans. That human connection goes a long way.

Kerry Curran, RBMA (07:02.399)

Yes! That’s such an important distinction.

I do a lot of discovery call coaching, and one of the biggest pitfalls I see is salespeople being so focused on what they’re going to ask next that they don’t actually listen to the answers.

The key to uncovering the “dinosaur bones” is active listening—paying attention to what they’re saying and asking thoughtful follow-up questions that might not be in your script.

Amanda Crooks (07:59.478)

Yes! I actually get in trouble with this sometimes because I’m so curious. I want to learn everything, and sometimes I ask too many questions about their business!

But that curiosity is valuable. Even when a question goes slightly outside our product’s scope, it helps paint a fuller picture of how we fit into their operations.

Kerry Curran, RBMA (09:09.387)

Do you have specific go-to questions that you always ask on discovery calls?

Amanda Crooks (09:29.944)

Yes, I actually have a whole document with about 100 different questions, categorized based on where we are in the conversation.

For example:

• Opening questions: “What encouraged you to book this call with us?”
• Deep-dive questions: “Can you tell me more about that?” or “You mentioned X—can you give me more context?”
• Urgency questions: “Is this a problem you needed solved six months ago, or is this more of a long-term initiative?”

Understanding urgency is key because it helps align your follow-up strategy. If someone is in research mode, you send them educational resources. If they’re in crisis mode, you focus on solving their pain point quickly.

Kerry Curran, RBMA (11:28.459)

That’s so smart!

Another best practice I use is sending prospects a preview of the questions before the call—not as a form to fill out (because no one wants homework), but just as a heads-up.

It helps them come prepared, especially if they need to gather data or check with colleagues. And for industries with confidentiality concerns, I always ask upfront if an NDA is required so we don’t have to reschedule the call.

Amanda Crooks (19:33.134)

That’s such a great approach!

Discovery calls don’t just benefit sales—they’re also a goldmine for marketing.

When people come to these calls, they’re revealing what they currently believe about your product—based on your website, social media, and messaging. If multiple prospects are asking the same clarifying question, that’s a sign you need to refine your messaging.

At Blink Metrics, I actually take notes during discovery calls and make updates to our website if I notice recurring questions. The ability to pivot messaging quickly is a huge advantage.

Kerry Curran, RBMA (23:47.209)

I love that! It reinforces how interconnected sales and marketing really are.

Amanda, this has been such a valuable conversation. Any final tips for people looking to improve their discovery calls?

Amanda Crooks (23:55.438)

Yes—two things:

1. Stay curious! Even if you’ve done 100 discovery calls, the 101st could be different.
2. Treat people like people. Sales is about human connection.

Kerry Curran, RBMA (25:01.451)

Such great advice. Thank you so much, Amanda!

How can people connect with you?

Amanda Crooks (25:13.91)

Find me Amanda Crooks on LinkedIn or at blinkmetrics.com.

Would love to connect—whether it’s about data, sales, or just to chat!