Problem explainer
Why this problem costs more than most teams realise.
- Stage
- Before discovery
- When to send it
- Send before discovery calls to align the prospect on the issue.
Why this one earns its keep
A discovery call where you and the prospect disagree about the size of the problem is a call you spend arguing rather than qualifying. Sending this first means the conversation starts from the same premise.
What a good one has
- Names a cost the prospect can recognise in their own numbers.
- Describes the problem, not your product. The product does not appear until the end, if at all.
- Short enough to actually be watched before a call - three minutes, not twelve.
How to produce it
- Write down the one sentence that describes the problem, from the prospect’s side of it.
- Find the number that makes it expensive - hours, churn, rework, missed renewals.
- Draft it as three beats: the situation, what it quietly costs, what changes when it is fixed.
- Record a rough version and send it to two people who have the problem.
- Cut it to under three minutes and produce the real one.
Start free to turn these steps into a plan with dates on it.
How you know it worked
Prospects arrive at discovery already agreeing there is a problem worth solving.