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Aaron Walther commented on

What to do if the prospect doesn't know they have a problem...

"What do you do if the prospect doesn't know they have a problem?"


Let me tell you what you can't do first.


Tell them.


You can't just tell them they have a problem.


Just like an addict, you can't just tell them they need to get help... sound familiar Scott Leese? (No I'm not calling Scott an addict, calm down)


Your goal has to be to make them aware of the IMPACT that the problem is having.


You do this by getting them to ask themselves or their team members they haven't before.


Questions like


"When's the last time you check on ________"


"When's the last time you _________?"


"How are you able to do _________ right now?"


"Do you know how your team is doing __________?"


"If you're doing ___________, then __________ might be happening for you. Is that the case?"


"Here are 4 things to check on with ___________, if all is good, let me know, if not, we should maybe chat"


"Can your team/company do __________ like __________"


It's getting them to be aware there might even be a problem, first.


Then, and only then, can potentially share the impact of what that is.


You can't tell me you can 30x my ______, if you don't know what my _____ is!


New Term - ABP


Awareness Based prospecting.


Yep just made that up, we'll see if it catches on.


I hope so.

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I simply ask "the next time they need to do X, ask yourself if that process can be made more efficient and allow you and the organization to put the time and resources into more productive items. Thanks for the time." 
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Dude I love this - fantastic way of thinking of about the art of prospecting. Lead the horse to water, cannot make it drink 
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I think the premise of this is is too presumptive. How do you know they have a problem in the first place? Through 15 minutes of research on the account? They fit in your ICP? Maybe they just don't have the problem... And that's OK. 

(if you have been working with a Champion who has taken the time to give you the info... Different story and fantasti...
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Love this response man, and it is spot on. I think my post got twisted up a bit tho. These are actually things to see if they do have the problem at all, and more geared towards outbound prospecting and cold emails. 

I agree 100% you can't presume they have a problem at all, and I can feel your pain of being on the other side of really bad discovery...
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Agree that we are on the same page... I think I was just frustrated by a poor interaction I had with a rep recently and went off on that little tangent :) 

Appreciate the response
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