Don’t Tell People They Have a Problem

A friend in Paris started a new company.

I asked what it does.

He wrote back:

“Most indie beauty brands have no idea if they show up when people ask ChatGPT for product recs. Usually they don’t, and a competitor does.”

Good line.

It tells the founder they’re losing.

People push back on what they’re told.

They believe what they discover.

So instead of pitching or explaining, start with a question about the potential problem:

“How are you currently making sure your brand pops up when someone asks ChatGPT for the best serum for sensitive skin?”

If they’ve got a system, great. Move on.

If they don’t, they’ll tell you.

Now they see the problem.

Next, assume they’re in the know about the fix:

“You’ve probably heard about brands optimizing to show up in AI answers. Kind of like SEO for ChatGPT.”

Then shut the front door and listen.

If they’ve heard of it, take your best guess at why they’re not doing it yet.

“My guess is that it’s hard to tell if any of it actually works?”

If they’ve never heard of it, now you get to explain it.

Either way, you unlock more truth.

Now the buyer does the talking.

Not you.

Don’t tell people they have a problem.

Ask how they’re handling it.

Buyers have the answers.

Sellers have the questions.