Start With the Problem, Not the Product

I analyze a lot of sales messaging for my clients.

Most kind of sounds the same. Well, structurally.

And it’s not because reps lack effort but because they’re starting in the same place: the product.

Companies focus way to much on the product. What needs focus and definition is the PROBLEM you solve. 

To illustrate this, here’s a little before and after making the shift from product to problem:

Example 1 — RevOps / CRM

Before:

“Wanted to introduce our RevOps platform. We help teams improve data hygiene and reporting accuracy in Salesforce.”

After:

“Most RevOps teams we talk to don’t struggle with reporting, they struggle with trusting the data behind it. How confident are you in your pipeline numbers right now?”

Example 2 — Recruiting

Before:

“We provide an end-to-end recruiting platform that helps streamline hiring and improve candidate experience.”

After:

“Hiring teams we work with usually don’t struggle to find candidates, they struggle to move them through the process without drop-off. Where do you tend to lose people today?”

Example 3 — Finance

Before:

“Our software helps companies automate expense tracking and simplify reimbursements.”

After:

“Finance leaders we speak with don’t usually question expense policies, they question how much time their team is spending chasing receipts and fixing errors. How manual is that process for you today?”

Same products. Different approach.

One leads with the tool.
The other leads with a problem the buyer may already recognize.

That shift sounds small, but it changes how the message is received.

If your outreach feels generic, determine whether the problem is clearly defined in the first place.

Then teach your reps to always start with the problem.