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Applying Design Thinking to Sales Discovery
Transform discovery into productive collaboration by applying design thinking to uncover buyer needs.Preview the first lesson free — get full access to all 7 lessons.
Intermediate Provider : KnowledgeCity 7 Lessons · 22m in Arabic, English, Spanish
Course Description
In this Applying Design Thinking to Sales Discovery course, you’ll learn how to move beyond traditional pitching and uncover what truly drives buyers. You’ll practice using empathy to understand priorities, applying the Jobs-to-Be-Done framework to identify goals, and mapping buyer journeys to reveal friction points.
Today’s buyers expect sales conversations to go deeper than surface-level needs. This course shows you how to apply design thinking to sales discovery so you can shift from persuasion to co-creation. You’ll learn how empathy reveals hidden motivations, how structured interviews uncover both functional and emotional goals, and how journey and empathy mapping help you capture both facts and feelings. You’ll also explore how to reduce bias when interpreting buyer input and how to prioritize opportunities based on urgency and impact.
By the end of this course, you’ll be able to transform discovery calls into collaborative discussions, uncover insights that guide stronger sales outcomes, and build lasting trust with clients.
What You'll Learn
- Diagnose buyer needs using the empathy and definition stages of design thinking
- Conduct Jobs-to-Be-Done (JTBD) interviews to surface goals, blockers, and success factors
- Map buyer journeys to uncover friction points and missed value moments
- Reduce assumptions and bias when analyzing and interpreting buyer input
- Prioritize opportunities by value, feasibility, and timing
- Apply empathy mapping to capture both buyer facts and feelings
Key Takeaways
- Applying design thinking to sales discovery shifts conversations from persuasion to co-creation.
- Empathy helps reveal hidden buyer motivations beyond surface-level needs.
- Structured JTBD interviews uncover both functional and emotional buyer goals.
- Journey mapping and empathy mapping together capture both facts and feelings about the buyer.
- Reducing bias when interpreting buyer input leads to stronger, more trustworthy sales outcomes.
Frequently Asked Questions
What will I learn in this course?
You'll learn how to move beyond traditional pitching by using empathy to understand buyer priorities, applying the Jobs-to-Be-Done framework to identify goals, and mapping buyer journeys to reveal friction points, so you can transform discovery calls into collaborative discussions.
What frameworks and techniques does this course cover?
It covers design thinking's empathy and definition stages, Jobs-to-Be-Done (JTBD) interviews, buyer journey mapping, and empathy mapping, along with reducing bias when interpreting buyer input and prioritizing opportunities by value, feasibility, and timing.
Who is this course for?
It is for sales professionals who want to go deeper than surface-level needs in discovery conversations, shifting from persuasion to co-creation and building lasting trust with clients.
What skills will I gain?
You'll build skills in needs assessment, customer journey mapping, and conducting interviews to surface buyer goals, blockers, and success factors.
What topics are included in the lessons?
Lessons include an introduction, reframing sales with design thinking, identifying buyer goals, mapping journeys and framing problems, and mapping buyer empathy for deeper insight, with knowledge checks along the way.
