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30MPC says problem-first pitches are better than benefit pitches. Here's how I implemented this. First, check out Nick and Armand’s 30 Minutes to President's Club episode on “Why Your Cold Call Value Prop Isn’t Working” (Nov 5). They unpack an issue that's easy to forget when you're cooking: --> Forget the fancy buzzwords and over-polished benefits. Start with the problem. Here's what you need to remember. 1. Be “dangerously specific” with the problem. Generic statements like “we’re an all-in-one platform” or “we save you time” don’t mean much to a prospect. Instead, name the pain with specifics. Armand gave a solid example of titanium cookware. (@ 2:52) Instead of “We have titanium-coated pans,” try “Remember that last omelet you made that stuck to the pan? That doesn’t happen with titanium cookware.” The specificity turns the product into a fix for a memorable problem. So I reviewed my customer discovery interviews, and I found these gems: - "Cold outbound feels like looking for a needle in a haystack. Half of a rep’s day is prospecting, researching, and personalizing. Then we execute the outreach, but the connect rate is so low that it feels like we're mostly wasting our time." - "Everyone says warm intros work, but reps can’t scale them because every intro requires tracking down a friendly who maybe knows 1 out of 20 of their 1st degree connections. Reps wait for days to hear back, only for their connector to respond, ‘Oh, actually, I don’t really know them that well.'" 2. Use “hairy-lollipop” level detail. (@ 10:15). When you describe the problem, make it visceral enough to paint a picture. For example, if you’re selling an AI candidate screener, try: “Most recruiters dread sifting through 2000 resumes just to find five people worth talking to.” This is the kind of “ugh” detail that will resonate. Here's my hairy-lollipop 🤢 - "You finally craft the perfect email, but it lands in a stack of 200 unread messages, buried by automated follow-ups and templated cold outreach." - "Sellers put in hours of effort to identify warm intros but usually hear back, ‘Sorry, I met that person at an event—I haven’t spoken to them in years.’" 3. Keep the solution simple and contextual. A one-sentence solution is often enough. They suggested something like: “Our tool screens resumes with your ideal criteria in mind so you don’t waste time with unqualified candidates.” I reviewed our website through this lens, and came up with this: - "Nubara streamlines the warm intro process by surfacing only verified connections, so your outreach is focused and efficient from the start." 4. End with a low-pressure CTA. The recommendation was to go light with the close, like, “Would you be open to hearing more?” instead of a hard ask. (@ 18:07) The idea is to make it easy for them to say “yes” to learning more without committing to a full meeting right away. Would love to hear your thoughts on how I implemented their advice.

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