Goal: Qualify the opportunity and book a demo meeting.
Meeting Structure
Duration: 30 minutes
Goal: Understand their situation well enough to tailor the demo to their specific needs.
Universal Opening Questions
Start every discovery call with these:
- "Thanks for taking the time. We have about 30 minutes - does that still work for you?"
- "Before we dive in, could you tell me a bit about your role and what you're responsible for?"
- "What prompted you to take this meeting? What were you hoping to learn?"
Discovery Questions by Industry
- Fashion Brands
- Fashion Marketplaces
- Automotive OEMs
- Car Renting
About Their Current Process
| Question | Why Ask This |
|---|
| "How many SKUs do you have in your catalog?" | Size of opportunity |
| "How many new products do you launch per season?" | Volume/frequency of need |
| "How do you currently handle product photography - in-house, agency, or mix?" | Current solution & switching cost |
| "How many photoshoots do you run per month or quarter?" | Frequency and potential savings |
| "What's your average cost per photoshoot session?" | Budget context |
| "How long from briefing to final approved assets?" | Time-to-market pain |
About Their Challenges
| Question | Why Ask This |
|---|
| "Most brands we talk to struggle with content production speed and cost - is that the case for you?" | Validate pain point |
| "How often do you refresh your ad creatives?" | Ad fatigue awareness |
| "Are your creatives burning out faster than you'd like on Meta or TikTok?" | Specific platform pain |
| "Do you create different content for different platforms?" | Multi-platform complexity |
| "What happens when you need content urgently?" | Crisis mode / rush costs |
About Success Metrics
| Question | Why Ask This |
|---|
| "Which metrics matter most for your content - ROAS, CTR, engagement?" | How they measure success |
| "What does 'good' look like for a product photoshoot?" | Quality standards |
| "If we could solve one thing about your content production, what would have the biggest impact?" | Prioritization |
| "What's your current monthly/yearly content production budget?" | Budget sizing |
About Decision Making
| Question | Why Ask This |
|---|
| "Who else would need to be involved in evaluating something like this?" | Map buying committee |
| "What usually matters most to [that stakeholder] - cost savings, speed, or brand consistency?" | Stakeholder priorities |
| "Have you looked at other AI solutions? What did you think?" | Competitive landscape |
| "What would make this a 'no-brainer' decision for you?" | Closing criteria |
About Content Generation
| Question | Why Ask This |
|---|
| "How do you generate content for your products - internally or from brands?" | Understanding their model |
| "How satisfied are you with the content brands send you?" | Quality pain point |
| "What problems do you usually face with brand-submitted content?" | Specific pain points |
| "Do you have an internal content team, external, or mixed?" | Resource structure |
| "How many new products do you add to your catalog per year?" | Volume of need |
About Website & Conversion
| Question | Why Ask This |
|---|
| "What are your main challenges with web content?" | Website-specific pains |
| "How many photos do you typically include per product listing?" | Content depth |
| "Have you tested whether more/better images improve conversion?" | Data awareness |
| "I noticed you don't have model photos on the website but do on social - is there a reason?" | Gap identification |
About Sales Channels
| Question | Why Ask This |
|---|
| "Which channels work best for you - organic, paid, or both?" | Channel mix |
| "How much content do you generate specifically for social media?" | Social content volume |
| "Do you manage advertising internally or through an agency?" | Who controls creative |
| "What challenges do you face with ad creative specifically?" | Ad-specific pain |
| "Are you seeing ad fatigue on Meta or other platforms?" | Performance issue |
About Success Metrics
| Question | Why Ask This |
|---|
| "How do you measure the success of your product imagery?" | Success criteria |
| "What's your benchmark for 'good enough' visual quality?" | Quality bar |
| "What would a 10% improvement in conversion be worth?" | ROI framing |
About Current Process
| Question | Why Ask This |
|---|
| "How do you currently handle vehicle configurator imagery?" | Core use case |
| "How many photoshoots per model launch?" | Production volume |
| "What's the lead time for marketing assets when a new model launches?" | Time pressure |
| "Do you shoot every color and trim combination?" | Coverage gaps |
| "Who manages vehicle photography - in-house team, agency, or the manufacturer?" | Decision maker |
About Challenges
| Question | Why Ask This |
|---|
| "What's the biggest bottleneck in getting marketing assets ready for launch?" | Priority pain |
| "How do you handle regional variations - different backgrounds, settings?" | Localization need |
| "Do you ever have marketing timelines constrained by asset availability?" | Time-to-market |
| "What happens when you need imagery for a configuration you didn't shoot?" | Gap situations |
About Digital & Marketing
| Question | Why Ask This |
|---|
| "How important is the online configurator experience to your sales process?" | Digital priority |
| "Are you running social campaigns with vehicle imagery? What's working?" | Social/paid context |
| "How do you measure engagement with your vehicle visuals?" | Success metrics |
| "Have you experimented with AI-generated imagery before?" | Prior experience |
About Decision Making
| Question | Why Ask This |
|---|
| "Who else would need to evaluate a solution like this?" | Buying committee |
| "What's the approval process for new marketing technology?" | Process complexity |
| "Is there a specific model launch this would be relevant for?" | Timeline/urgency |
| "What would success look like 6 months after implementation?" | Success criteria |
About Fleet Imagery
| Question | Why Ask This |
|---|
| "How do you handle photography for vehicles entering your fleet?" | Current process |
| "Do you have consistent photo standards across all locations?" | Consistency pain |
| "How quickly can you get a new vehicle listed with professional photos?" | Time-to-list |
| "What's the cost per vehicle for photography right now?" | Cost baseline |
About Challenges
| Question | Why Ask This |
|---|
| "What's your biggest challenge with fleet presentation online?" | Priority pain |
| "Do you see variation in booking rates based on photo quality?" | Business impact |
| "How do you handle photos when vehicles move between locations?" | Operational complexity |
| "Are there vehicle categories where imagery is particularly problematic?" | Specific gaps |
About Marketing & Sales
| Question | Why Ask This |
|---|
| "Are you running paid ads for your fleet? What's working?" | Marketing context |
| "How do you differentiate your listings from competitors?" | Competitive positioning |
| "Do you use lifestyle imagery or just vehicle shots?" | Content sophistication |
| "What would 'premium' fleet presentation look like for you?" | Aspiration |
About Decision Making
| Question | Why Ask This |
|---|
| "Who manages the decision on fleet marketing and imagery?" | Decision maker |
| "Are there other stakeholders who'd need to weigh in?" | Buying committee |
| "What's driving your interest in improving fleet imagery now?" | Timing/urgency |
| "What would make you confident this is the right solution?" | Closing criteria |
Transition to Demo
When you've gathered enough information, transition to booking the demo:
"Based on what you've shared, I think it would be really valuable for you to see how this works with [specific use case they mentioned]. Can we book 30 minutes for a demo where I show you [specific relevant example]?"
Key: Reference something specific they told you. Don't offer a generic demo.
Discovery Do's and Don'ts
| Do | Don't |
|---|
| Ask questions and let them talk | Talk more than them |
| Document answers in HubSpot | Explain features they haven't asked about |
| Use marketing language (ROAS, CTR, content volume) | Send long follow-up emails |
| Send meeting reminders | Use the same template for everyone |
| Be insistent in following up | |
Post-Discovery Checklist
Signature meaning
The signatures for the approval process of this document can be found in the verified commits at the repository for the QMS. As a reference, the team members who are expected to participate in this document and their roles in the approval process, as defined in Annex I Responsibility Matrix of the GP-001, are:
- Author: Team members involved
- Reviewer: JD-003, JD-004
- Approver: JD-001