SPIN Selling
SPIN Selling is a questioning method for complex B2B deals, built on four question types you ask in order: Situation (understand the buyer's current setup), Problem (surface the difficulties they face), Implication (draw out what those problems cost them), and Need-payoff (let them articulate the value of solving it). Developed by Neil Rackham from research on thousands of sales calls, it works because the buyer talks themselves into the change rather than being pitched at.
For a founder selling something genuinely useful, SPIN keeps discovery calls from turning into feature dumps. The Implication questions do the heavy lifting: when a prospect says out loud that a problem is costing them two days a week, your price stops being the focus. It's especially powerful for high-value sales where the buyer needs to feel the cost of inaction before they'll move.