Let’s be real: you’re not educating a buyer on a problem they’re ***unaware of***

Let’s be real: you’re not educating a buyer on a problem they’re ***unaware of***

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I'm not sure where this rhetoric started. But it just doesn't apply to mid-market & enterprise sales.

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You MIGHT educate them on WHY that problem is happening. Or a way they haven’t thought of fixing it.

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But do you really think...

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...a revenue leader doesn't know they have a pipeline problem?

...a cybersecurity leader doesn't know they're overwhelmed with alerts?

...an HR leader doesn't know they have a retention problem?

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Buyers are interested in:

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✅ A strong take on why the problem is happening (root cause)

✅ A unique way to solve the problem

✅ How their peers are solving the problem

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THAT's what you're selling when you do outbound.

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Teach me why the problem is happening.

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Teach me a unique way to solve the problem.

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Teach me what my best in class peers are doing.

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And you can do that through a compelling offer.

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A simple way to implement this is by selling the blind date. You can do this in a cold call or cold email. It sounds like this:

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"I'd like to set you up for a quick chat with Ben. He's got a decade of working with companies like Caterpillar to help them deal with the welder shortage. And he'll share ways you can automate the welding on some of those tricky parts you have at ABC COMPANY."

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"How about this...let me set you up with Clara. We just mystery shopped 300 ecomm companies. And she'll show you exactly where you stack up in response time, coverage, and speed to resolution."

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"Let's get you set up with Kayla. She recently worked with Amazon to reduce approvals and builds for their emails/landing pages to about an hour...down from 4 weeks avg. You'll get some ideas you can take back to the team."

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~~~

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Our study of 85M+ cold emails with Gong shows this approach increases reply rates by 28%+.

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Sell the blind date, not your solution.