How to Craft Sharp Problem Statements That Sell Themselves
The framework top sellers use to craft problem statements that executives remember, repeat, and rally around.
Most deals stall because the problem wasn't articulated sharply enough to travel beyond your champion. When buying decisions face scrutiny, "manual processes cost time and money" doesn't cut it.
In this crash course, Keith Weightman (RVP Sales @ Bullhorn) reveals how his team transformed surface-level discovery into problem statements that sell themselves—even in 6-9 month cycles with 10-15+ stakeholder calls.
Keith shares Bullhorn's exact framework for moving from generic pain points to quantified business cases that executives champion internally. You'll see real examples of weak vs. strong problem statements and learn how to co-create them with buyers so they own the narrative.
What you'll learn:
- The 5 critical elements most problem statements miss—and how to pressure-test yours
- How to ask implication questions that uncover consequences buyers haven't considered
- Techniques for validating numbers without falling into "salesperson math"
- When to use industry benchmarks vs. customer-specific data
- How to iterate problem statements across multiple calls using a living document approach
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