#559 - Sell The Problem Before You Sell The Product | Keenan

The Perfect Outbound Sequence Template

Keenan (author of Gap Selling) breaks down a step-by-step framework for prospecting that actually gets responses, focused on leading with problems—not products. Learn how to create intrigue and interest in your outreach, diagnose real buyer pain using problem → root cause → impact, and structure cold emails and calls that force prospects to reflect instead of ignore. If your outreach is getting ghosted, this is the playbook to fix it.

🎙️ ACTIONABLE TAKEAWAYS:

• Lead with the problem, not your product: If you can’t clearly articulate the exact problem your buyer is experiencing right now, your outreach will get ignored—every time.
• Create intrigue → then interest (two sales): First, make them stop (“this might be me”), then make them care enough to respond—don’t jump straight into pitching.
• Use problem → root cause → impact → CTA: Call out the problem, explain why it’s happening, show the business impact, then invite them to solve it.
• Call out why they haven’t fixed it yet: The real unlock—if you can name the blockers keeping them stuck, you instantly build credibility and get them thinking.

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