The suspicion of value
That’s all you really need to get the ball rolling with prospects, isn’t it?
They don’t need to completely believe you, at least not yet. They don’t need to buy into your full story, let alone your product or service.
To get their attention at the top of the buying cycle, they need to believe you might be onto something. That there’s a chance, a material chance, you can help them.
Someone last week described this to me as the “suspicion of value”. It’s not yet entirely real, it still requires further discovery and vetting, but it immediately rises above other noise as both viable and worth researching further.
At the top of the sales funnel, you just need a chance.