Podcast episode
Sell The Problem Before You Sell The Product | Keenan
30 Minutes to President's Club26 Mar 202638 min
Description
The Perfect Outbound Sequence Template Keenan (author of Gap Selling) breaks down a step-by-step framework for prospecting that actually gets responses, focused on leading with problems—not products. Learn how to create intrigue and interest in your outreach, diagnose real buyer pain using problem → root cause → impact, and structure cold emails and calls that force prospects to reflect instead of ignore. If your outreach is getting ghosted, this is the playbook to fix it. 🎙️ ACTIONABLE TAKEAWAYS: Lead with the problem, not your product: If you can’t clearly articulate the exact problem your buyer is experiencing right now, your outreach will get ignored—every time. Create intrigue → then interest (two sales): First, make them stop (“this might be me”), then make them care enough to respond—don’t jump straight into pitching. Use problem → root cause → impact → CTA: Call out the problem, explain why it’s happening, show the business impact, then invite them to solve it. Call out why they haven’t fixed it yet: The real unlock—if you can name the blockers keeping them stuck, you instantly build credibility and get them thinking. These Courses Will Get You to President’s Club 🏋 30MPC Training: 30mpc.com/training ☎️ Cold Call Course: https://bit.ly/4jqQ4w2 📧 Cold Email Course: http://bit.ly/44K6jy3 🔮 Discovery Course: https://bit.ly/4cQYaM8 💰 Exec Selling Course: https://bit.ly/4lCtJh7 👥 Leadership Course: https://bit.ly/4o8KtMT 🛠️ Free Toolkits: http://bit.ly/4nZwvO5 Get More Tactics: Join our weekly newsletter – https://hubs.li/Q02NJQ8p0 Things you can steal and use today – https://linktr.ee/30mpc_youtube
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Every place a page here uses this source, in the order the words come in it.
what would you recommend I say on the phone or write in a LinkedIn message or an email to get those law firm leaders to take meetings? So I would first start with when that happens, what do you think the average billable hours lost are? I might ask that question. I might also ask the question that says, “what percentage of growth does each account have?” So if I'm working with Apple and I'm only doing Apple's IP, has Apple grown, have we grown Apple's business flat 1%, 3%, 5%? And so I'll make some assumptions. So I'm gonna assume, let's say in this case, the average practice line of business, right? Their account growth is less than 5% a year.
What do you have for your two first one? Keenan led with you have to know the problem that your buyer is experiencing cold. Keenan did not explicitly say this on the episode, but if you hear how he is talking through the problems and the impacts and the root causes and the why someone hasn't changed things. “He's using industry specific language.” If I'm reaching out to law firms, I can't just say, oh, are you not making enough money from your clients? I need to say things like you might want to be capturing more of your client. You might want to be capturing more share of legal spend with your clients when you use language that your prospects are using internally. It shows that you know them and it shows that you know the