Only 20% of sellers say they prepare sales discovery questions based on research prior to making calls. This finding, from SalesFuel’s Voice of the Sales Rep study, reveals that not many reps are taking full advantage of prospect insights to tailor their conversations.

The share of sellers who skip preparing research-backed questions is highest among Gen Zers, with only 19% reporting that they do. In contrast, at least 30% of millennials, Gen Xers, and baby boomers prepare questions based on research.

This may be due to lack of experience. Younger reps may not realize the boost in engagement and insights they can get from hard-hitting, relevant questions.

Sales discovery question prep is also low among those working at smaller companies (with employees numbering 50 and fewer). Likely, lack of time is a factor, as small-company employees are stretched thin.