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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differently, depending on the person is I would have acknowledged right away. Hey, listen, I know this is weird and I'm bothering you, or I know this is weird for a stranger to come up. The minute I say, I know this is weird for a stranger to come up, but I'm still doing it. You're like, what's “going on? So they're reading me and recognizing I'm non-threatening, but I'm still doing it.” They're curious. Why am I approaching them in a non-threatening way? And, and then acknowledging, but, and then right on that, we're doing a scavenger hunt and I could use your help. All I need is a business card. And they go, Oh my God, a scavenger, what else you got to get?
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.
address those objections when they get them. Either I'm not interested or unsubscribe an email or live on the phone. So they're gonna be very different, right? So if it's live on the phone, what I try to do is get the person to acknowledge the problem. So I'm like, I completely get it just quickly. “Are you experiencing this or seeing this?” If not, not only will I not call you back, you don't have to call me back later, I'll let you go because I can't help you. If so, I'm just asking for three or four minutes to see how bad it's affecting you if we can help it go away, right? So again, sometimes and more times than not, that buyer isn't hearing you
of the few law firms that is growing at 1 to 3% and then I'm going to explain to you why that is occurring in your business to get credibility so that I can then explain my solution. And so a lot of his prospecting methodology is around building expertise by showing someone that I understand the problem that “you have and why you have it in the first two sentences of your” email already Nick. How can people help us out here? So in this episode we talked about what to say in one outbound message, but if you're given up after one message, you're probably leaving a lot of meetings on the table. And so understanding the pattern and the channels and the spacing between when and. And where and how you reach out to a prospect can be a little bit confusing and overwhelming.
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