The Emblazers Podcast, Ep. 13: From 20 Questions to Professional Curiosity with Catherine Alexander

Ever listen to a podcast and think, “How did they just read my mind?” That’s how this episode with Catherine Alexander feels—like she held a mirror up to every sales call we’ve ever bungled and said, “It’s okay, here’s how to fix it.” 

Catherine is a sales performance expert and the kind of person who makes brain science sound like an easy Sunday brunch convo. After years of helping global sales teams ditch their interrogation-style discovery (bye-bye, 20-question death traps), Catherine’s become a Jedi Master of teaching sellers to actually listen. Shocking concept, right? 

Breaking Down the Big Brain Science Roadblock

This episode kicks off with Catherine passing out truth bombs like candy: sellers and buyers are misaligned on the real problem more than half the time. Turns out we humans don’t just listen; we filter.  

Catherine called out how sellers are hardwired—and incentivized—to skip to solution mode faster than you bail on a Netflix series after episode one. Sound familiar? Yeah, I thought so. 

Fixes So Elegant You’ll Want to Don a Monocle

1. Professional curiosity. Catherine wants you to pump the brakes and embrace it. And no, that doesn’t mean packing even more questions into your discovery call. Instead, move beyond surface-level “ask” into deeper “inspect” mode. This is like gently challenging assumptions. Think of yourself as a detective piecing together clues (minus the trench coat). 
2. Nail your problem statement alignment. If you haven’t heard of a “problem statement,” you’ve got some more work to do, my friend. It’s Catherine’s north star for discovery conversations: a clear, agreed-upon outline of the buyer’s problem from all angles—context, scope, and quantification. Pro tip: align on this with your buyer before you dare pitch a solution. 
3. Leaders, rewire your sellers’ habits. Catherine says this isn’t about scripting their every word but giving them the tools to think on their feet. A library of killer questions? Yes. Practice runs? Absolutely. Encouraging them to “listen to ask” instead of “listening to sell”? Essential. 

Up for Some Brain Yoga?

By the end, this convo had me rethinking everything from how sellers question to how sellers connect. Catherine’s insights hit different because, let’s be real, we’ve all fallen into the trap of listening for off-ramps instead of opportunities. 

So, if your discovery calls could use a little CPR, this episode is your lifeline. Grab your metaphorical yoga mat, tune in, take notes, and start reimagining how you approach every buyer from now on.  

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