Mary runs a sales development team for a technology company based in San Francisco. She was previously employed by another customer of mine, so we had some positive working history. Her boss was breathing down her neck and demanding results. She asked me to listen in to phone calls her reps were making to identify the problem.
After listening to multiple calls by various reps, I codified their process into the following:
- Hi, my name is <Name>
- I work for <Company Name>
- We are the leader in <Solution Definition>
- I’m calling you today because <Ask>
I pulled her team together, wrote this list on the board, but made two changes. The first was that I put all of my information in the brackets, such as, “Hi, my name is Kevin Temple, I work for ESG,” and so forth. The second change I made was I added another step, “I help SDR’s who are frustrated by low hit rates, phone hang ups, and escalating pressure to improve results”.
Then I asked them one by one to vote for the one topic that would cause them to want to talk with me. Unfortunately for my ego, it wasn’t my name, my company name, or my consulting practice description; but I knew that before I asked the question.
Without exception, they all selected the added line, “I help SDR’s who are frustrated by low hit rates, phone hang ups, and escalating pressure to improve results”. When the realization sank in, I saw the heads slowly rise and fall with understanding. Then I asked them to apply the same thing to their prospecting.
Before you run full blast forward with this notion, I should explain there are two types of prospects;those that don’t know they have a problem that can or should be solved, and those that know they have a problem and are looking for a solution. In either case, the problem set is the key to getting their attention.
In the first category, the prospect is more likely to resonate if they are approached with a problem they would recognize. It turns out this is much easier than it may sound. I’ve found there’s a variation of Pareto’s law at play here; about 80% of prospects for any specific solution have a predictable overlapping problem set. It’s even stronger for prospects within the same market vertical. For example, one insurance company probably has a very similar problem set as the next insurance company. Its simply a matter of identifying the problem set.
My approach to the problem identification task is to make a list of the best capabilities of the solution/product/service, and then identify the problem that each capability solves. For instance, let’s say you sell services, or services that augment your technology solution. Most service capabilities include installation, customization, and training. There are typically three problems that connect to these service capabilities:
- Lacking enough resources to get the job done.
- The current resources lack the skill or knowledge to get the job done.
- The current resources would provide more value by working on core activities, not secondary activities like installation or roll out.
The objective is to use these problems as the interest generating topic. It may take a little trial and error to find the top three for your list, but in short order you can have a very succinct list of attention getting problems to use in your outbound prospecting activities.
As you recall, the second set of prospects are those that know they have a problem and are probably seeking a solution. These people tend to be the ones that have visited your website, downloaded a whitepaper, attended a webinar, read certain periodicals, and the like. They are actively identifying themselves as prospects. In essence, they’re saying “I know I have a problem, now I’m trying to find out who solves it better then anyone else.”
In this case, our objective is to use the problem set to either make our differentiators stand out, or expand the problem set to tee up our differentiators in other areas of our solution. In this second case, the process is the same. Make a list of your differentiated capabilities in all major solutions, then identify the problem each one addresses. The seller uses the problems that link to clear differentiators in the core solution, or differentiators that link to secondary solutions to expand the criteria. For example, one of my current customers’ provides solutions for identifying the origin for open source software code that ends up in a software product. Their attention getting problem probe might sound like this:
Almost all software developed today has open source software aggregated from outside sources. While many development teams understand there are legal licensing implications (core solution problem target) that can result in huge financial liabilities, many are not aware of the number of security vulnerabilities (expanded problem set to differentiate against lesser solutions) that are being introduced by this process.
When Mary’s group edited their voice scripts to leverage the most common problem set they address, their hit rate for conversations tripled, and their pipeline almost doubled within 30 days.
What are your salespeople using to get attention?
And do they identify which prospect type they are engaging?