When doing Discovery, one objective is to make the customer feel comfortable that you understand their unique situation. This is best accomplished by asking good, relevant questions.
A second objective in the Discovery process is to help the customer visualize the possibility of a solution to their problems (not the details, just that a solution is possible). One way to achieve this is, after you have a clear understanding of their situation, is to comment “We’ve been able to help others in situations that were very similar to yours…” This places them into a group where they perceive they are not alone… [Some sales methodologies, e.g., Solution Selling and CustomerCentric Selling, call this generating “hope and curiosity” – great phrase!).
It is interesting how the humans hold onto both ideas – of being unique and part of a group – simultaneously. Humans are really fascinating…!