The Updated Science of Effective Sales Discovery - Catherine Alexander

In this episode of The Emblazers: B2B Leaders Igniting Revenue, Amanda (flying solo without Tim today) welcomes Catherine Alexander, a globally recognized sales performance expert, to explore one of the most misunderstood skills in selling: discovery.

Drawing from neuroscience, sales research, and years of experience coaching global teams, Catherine breaks down why most sellers are stuck in “interrogation mode”—asking surface-level questions, rushing to solutions, and missing real insight into buyer needs. Instead, she challenges revenue teams to embrace “professional curiosity,” a mindset shift that transforms discovery into an ongoing conversation, not a checklist.

This episode is packed with practical frameworks and fresh takes for sellers, enablement leaders, and frontline managers looking to upgrade their discovery conversations and uncover real buyer value.

Tune in to learn:

• Why “sales discovery” needs a rebrand—and how to think differently about it
• The two outcomes every discovery conversation should drive
• How to coach your team to ask better questions (and actually listen to the answers)
• What happens when you stop listening to pitch—and start listening to ask
• Catherine’s practical framework for moving from shallow questions to deep insight

Links and Resources:

• Connect with Catherine and Amanda
• See and download the slide Catherine references during the episode
• Subscribe to The Emblazers for more expert-driven insights
• Learn about membership in the Emblaze revenue community by Corporate Visions
• Senior B2B revenue executives are invited to join us at Emblaze Executive Retreat, Oct 7-9, in Savannah, GA

 

Learn About Catherine Alexander

Catherine Alexander is a sales performance expert who helps global sales professionals transform their results. Drawing from the fascinating world of brain science and behavioral psychology, she guides sales teams to forge deeper client connections and achieve breakthrough outcomes. As a facilitating consultant at Corporate Visions, Catherine creates dynamic, interactive workshops that spark lasting change in sales professionals. Her unique approach combines cutting-edge research with practical techniques, helping participants step out of their comfort zones and unlock their full potential. With a gift for creating safe spaces where real transformation can occur, Catherine has helped countless sales teams across the globe reimagine what's possible in their client relationships and revenue goals. 

 

Learn about Amanda DeVlugt

A veteran of global learning and development, Amanda DeVlugt spent 15 years at Hilton crafting leadership programs and revenue growth strategies that transformed operations across international brands. Her expertise in delivering impactful training has reached over 5,000 professionals through 400+ workshops, while her innovative approach to learning has produced more than 200 educational videos on leadership, engagement, and technical processes. As a trusted advisor to top management companies and a skilled facilitator of agile methodologies, Amanda combines her passion for continuous improvement with a talent for creating transformative learning experiences that drive organizational excellence. Amanda is Director of Member Experience and Success at Emblaze, the revenue leaders’ community powered by Corporate Visions.

 

Learn about Tim Riesterer

As Chief Strategy Officer at Corporate Visions and Chief Research Officer at Emblaze revenue leaders’ community, Tim Riesterer is a pioneering force in developing customer conversations that break through the status quo and drive measurable business results. His innovative approach helps companies craft differentiated messages and deploy them through powerful self-service and sales-directed tools that consistently outperform traditional content strategies. A recognized expert in value creation and capture, Tim enables organizations to transform their customer conversations through proven methodologies that elevate their market position and drive sustainable growth.

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