.svg)
🤮 The Sales Pitch
Why Problems
You probably focus your pitch on the benefits your product/service offers.
There are three issues with that:
- You’ll sound like most salespeople
- Humans are naturally sceptical of positive selling
- Humans are wired to focus on negative information
In fact, according to both Negative Bias and Risk Aversion (more in Psychological Principles) humans are 2x as likely to prioritise fixing a problem than gaining a benefit.
Therefore, prospects are more likely to listen if you focus on their problems.
A crystal clear understanding of their problems is crucial to success.
Cheatsheet
Useful GPTs
If you’re struggling to understand your ICP and their problems clearly, feel free to use these two GPTs (Chat GPT 4 is required).
For ICP creation:
https://chat.openai.com/g/g-xNb1Tcq9V-icp-creation
For Problem Matrix Creation:
https://chat.openai.com/g/g-idgXOWB6G-problem-matrix
Pitch Example and Script
My clients are ambitious Founders of B2B SaaS who see a couple of obstacles to consistent growth:
For example, their sales process is not predictable, meaning they don’t have a consistent pipeline of new opportunities.
Alternatively, they get plenty of meetings, but they’re not properly qualified for the problems they fix, resulting in endless chasing and heavy discounting to close deals.
I have a feeling you’ll tell me you’ve got the opposite problem; you couldn’t handle one more client, and I’m barking up the wrong phone.
You may wonder why my pitch is not all about cold calling.
That’s not the pressing, underlying problem – if you’ve got plenty of well-qualified meetings, why the hell would you cold call?
Copy-pastable template:
Our clients are {qualifying adjective} {well-defined ICP} who see a couple of obstacles to {desired outcome}:
- {Problem 1 + Consequence}
- {Problem 2 + Consequence}
- {Problem 3 + Consequence}
I have a feeling you’ll tell me you have the opposite problem; {opposite problem, exaggerated}.
Jump to Objections
Videos
Struggling with Cold Calling?
Or join 300K Followers Social Media: