Pitching what your product is (e.g., "corporate cards") is a trap, as most companies have a solution in place. This invites an immediate shutdown. To gain traction, lead with the specific problems and frustrations inherent in the tools they are likely already using, which opens the door for a conversation about a better way.
A benefit like "accelerate monthly close" is not a problem. To make it compelling for a cold call, reverse-engineer the underlying pain by asking why a prospect would care. The answer—"monthly close takes too long because of manual error cleanup"—reveals the actual problem you should lead your pitch with.
To make a problem feel real, don't just state it—paint a vivid picture. Specify *who* feels the pain (e.g., "lawyers at insurance defense firms"), *when* it happens ("closing on a new building"), and use emotional words ("frustrated," "ridiculous") to describe the feeling. This makes the problem tangible and urgent.
Most pitches fail the "Sounds Nice but Signifies Nothing" (SNSN) test by using jargon that is meaningless to the buyer. Vague phrases like "leverage machine learning" create confusion. Instead, use simple, "dumb human language" that quickly and clearly explains what your product does and what it means for the buyer.
Pitching a solution's features is ineffective because a product's value is meaningless without the context of a problem it solves. Buyers don't care about your "titanium coating" until they understand it solves their problem of "scrubbing egg crust off the pan." Start with the pain to make them care about your solution.
Using generic, overused terms like "streamline" or "AI-powered" immediately lumps you in with every other telemarketer. To stand out, you must describe your solution using different, more human language, even if the buzzwords are technically accurate. You cannot be perceived as better until you are first perceived as different.