They lead with statements like, “We can help you

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Running problem statements through the filter of the three main goals of your pitch further reinforces their value.



1. Engage: People spend so much time and emotional energy lamenting their problems. If you can describe those problems better than they can, their assumption that you understand the solution with equal clarity will compel them to lean in.

2. Assess: With the problem clearly established, it’s easy for buyers to assess whether or not it’s relevant, resonates, and that they’re interested in solving it.

3. Remember: Customers will have a far easier time communicating the value of your solution to other people within their organization when it’s framed as a solution to a shared problem (e.g. “Hey Les! Remember how we’ve been struggling with ABC?!? Well this company reached out who specializes in…”).



So the next time you’re looking to break through the sea belize telegram data of sameness and have your pitch not only heard but deeply felt by your target audience, ditch the solutions and benefits, and lead with problems instead.

In the fierce battle for customer attention, many of the salespeople and leaders I work with in my practice come to me with the same problem.

They feel they have a good value proposition and pitch, yet customers continue to ignore their outreach.


…harness the power of AI for your business to help you grow 20% faster”
…boost your revenue and reduce your credit card processing fees by up to 25%”
…make critical decisions in less time with our powerful predictive analytics.”

But their buyers don’t respond.