Shift From Your Product to Their Problem

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All too often when I’m listening to salespeople cold call, I hear them starting the conversation by talking about their company and their product. And that’s a problem!

Rather than discussing the product or service, make it a priority to better understand your prospect’s biggest challenges right now. You can do this by asking insightful questions that prompt the prospect to share their pain points, such as:

How do you feel about your current [X]?
How do you feel about your ability to acquire [X]?
What would you say is the biggest issue holding back your [X] at the moment?
Many companies in the [X] industry are currently complaining about [X]. Is that something your organisation is also experiencing at the moment?

By asking questions you control the conversation, and you also come across as knowledgeable and interested in knowing more about the prospect’s situation.

Ready to turn more cold calls into conversations?

Want a cold calling script that fits your business? Request a quote and we’ll help you build a practical script and question set your team can use on their very next call.

Paul Puckridge is an Australian corporate educator, course creator and writer who helps sales teams win more business without resorting to pushy tactics. He created Cold Calling Power, a short, practical workshop that shows sales professionals how to uncover new opportunities within their existing territories by building ethical cold calling and cold emailing into their everyday sales and account management routines.

Paul works directly with sales teams, sharing strategies and tactics that hold up in today’s fast‑changing B2B landscape. His sessions range from lunch and learns through to half and full day workshops, delivered in person or via MS Teams for sales meetings and conferences.

To bring Paul in for your next sales meeting or conference, email paul.puckridge@gmail.com.