In this episode of Content to Close, host Ben Ard is joined by Claire Scull, founder of ORDO Consultants, to explore the powerful connection between seller curiosity and winning business. Claire breaks down how the best salespeople use natural curiosity to deeply understand prospects — and how that directly increases close rates. She walks through two key sales frameworks — BANT (Budget, Authority, Need, Timeline) and SciPAB (Situation, Complication, Implication, Position, Action, Benefit) — and explains how each serves different stages of the sales cycle. Claire emphasizes the critical importance of continuous discovery and revalidation throughout the opportunity lifecycle, sharing a real-world cautionary tale of a committed forecast opportunity lost because a seller stopped asking questions. She also discusses how content plays a vital role across the sales process, from onboarding and enablement to customer references and thought leadership.

Guest Bio:
Claire Scull is the founder of ORDO Consultants (from the Latin "Ordo Ab Chao" meaning "order out of chaos"), a business transformation consultancy based in Belfast, Northern Ireland. With a career rooted in sales, commercial operations, and delivery, Claire brings deep expertise in sales enablement, revenue operations, and programme leadership. She specializes in helping organizations implement change and transformation — from planning through execution — and is passionate about the intersection of curiosity, discovery frameworks, and content in driving sales performance.

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