Who discovers in a software evaluation?

Normal protocol of a software seller is to do "discovery" to learn about the prospects current situation and pain. The goal is to see if there is a fit so someone can sell software. The problem is that the seller isn't the one who should be discovering.

Discovery is normally done to get to a solution demonstration or qualify out. The focus on the solution does little to help the buyer see themselves and their problems differently. And the data says that over 50% of all B2B buyers don't evaluate the problem correctly.

To neutralize this struggle, the seller must make a simple mindset shift an appreciate that you, the seller, are not there to discover as much as you, the seller, are there to help the BUYER discover themselves and their problems.

What are you doing today to help people see themselves in a way that helps them make better decisions?