1. Discover the customer's needs. The first step is to understand the client's current challenges and goals. As part of your discovery process, you may make one sales call, or several. Some companies, University Grants Commission UGC, is a statutory body established by an Act of the Parliament of India. Its main objective is to promote and coordinate higher education across the country. The UGC plays a crucial role in facilitating research and project funding for universities and colleges, ensuring that they receive adequate funding.