Podcast episode
Sell Playbook: Value Propositions on Cold Calls
30 Minutes to President's Club9 Aug 202412 min
Description
Get our book on cold calling "Cold Calling Sucks (and that's why it works)" Nick and Armand walk through four cold call openers and suggest which ones are best backed by Gong's data from over 300 million cold calls Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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giving a value proposition as your pitch, we're going to give a problem proposition as a pitch. Now, we're not just going to jump on our cold call and start complaining about problems. There are three steps to delivering a great problem prop. Step number one is you want to “describe a triggering problem, a problem described in such specific detail that it literally triggers” your prospect and reminds them of a painful visual memory. Step number two is once you're done describing the triggering problem, you want to solve that problem in a one sentence solution. And here's the thing. If you spend 80 percent of your time talking about all the food getting stuck
people operations or compensation, you're buried in a mountain of spreadsheets because you have a million VLOOKUPs. where you're trying to match every employee to their comp ratio, to their performance rating, to their comp increase. And by painting the problem in their language, I recreate that story for them “in a way that feels familiar to them” as opposed to using other sales language like single source of truth, all in one platform or language that's just not familiar to that persona. Great, so folks, now you know how to pitch your product using problem-based language, not value or buzzword-based language. But even if you nail this, when you're making a cold call, a lot of prospects are still going to resist