Most salespeople focus purely on titles and roles. While that’s part of the equation, it often leads to generic conversations that miss the mark. Let’s talk about a better approach: focusing on real business pain.
Start with Real Problems
When you target actual business challenges instead of just job titles, your conversations instantly become more meaningful. Think about it: would you rather get a cold call about “solutions for VPs of Sales” or one that addresses a specific challenge your team is facing right now?
Job postings are goldmines of information. When a company advertises a role, they’re telling you exactly what problems they’re willing to spend money to solve. Look for patterns in the language they use. Are they mentioning data integration frequently? Customer retention? System optimization? These are clear signals of where they’re hurting.
Value > Volume
Forget about making hundreds of random calls daily. Instead, aim for meaningful conversations where you:
- Learn something specific about their business
- Understand if they have a relevant challenge
- Determine whether you can actually help
The key is showing up prepared with insights about their situation. If you see a company hiring a “Marketing Operations Specialist,” you know they’re likely dealing with automation or data challenges. That’s your opening to have a real conversation about solving those specific problems.
Make It Personal, Keep It Real
Stop leading with generic pitches about your product. Instead, acknowledge the specific challenge you’ve identified:
“I noticed you’re hiring a Data Analyst to streamline your marketing insights. Many teams in your position find themselves struggling with fragmented data, which slows down decision-making. We help companies like yours consolidate their data to speed up that process. Is this something your team is experiencing?”
This approach works because you’re talking about their actual situation, not just running through a script. You’re showing you’ve done your homework and understand their world.
Look Beyond the Surface
While job postings are great indicators, pay attention to other signals too. Recent funding rounds, executive changes, or new product launches often point to specific growing pains. When you see these signs, you can have more informed conversations about how you might help.
For example, if a company just raised Series B funding and is rapidly expanding their sales team, they’re likely facing challenges around scaling their operations. That’s a perfect time to talk about solutions that help manage growth.
Build Trust Through Understanding
The best conversations happen when you truly understand the prospect’s situation. Before making any calls, research similar customers you’ve helped. What specific problems did you solve? How did it impact their business? These stories make your outreach more credible and relevant.
Remember: people buy solutions to problems, not features or capabilities. When you focus on business pain first, you naturally have better conversations that lead to real opportunities.
Think Long Term
Building relationships takes time. Not everyone will be ready to buy the moment you call, but if you’ve identified their pain points correctly, they’ll remember you when the time is right. Focus on being helpful and demonstrating your understanding of their challenges.
Keep track of what works. When certain pain points resonate with specific industries or company sizes, document it. This helps you refine your approach over time and train others on your team to have more meaningful conversations.
The goal isn’t to be the loudest voice in someone’s inbox or the most persistent caller. It’s about showing prospects you understand their specific challenges and are prepared to help solve them. When you target pain points instead of just personas, you create opportunities for real conversations that actually go somewhere.
