Reaching out to your cool market—those acquaintances or people you know but haven’t yet built a strong relationship with—requires a thoughtful approach. You need to balance offering value with fostering trust. Using a solution-oriented framework allows you to focus on solving a problem they face, which keeps the conversation relevant and helpful.

In this blog post, we’ll guide you step-by-step on how to craft a conversation that is engaging, respectful, and impactful.

When interacting with your cool market, the challenge lies in bridging the gap between casual familiarity and meaningful engagement. These individuals might recognize your name but lack a personal connection with you. A solution-oriented conversation gives you the opportunity to add value immediately by addressing their specific needs or struggles.

Here’s the key: focus on them rather than on your product or opportunity. Your goal should be to understand what challenges they face and position your offering as the solution.

Before initiating a conversation, you need some context. Consider these points:

1. Who are they?

2. What are their potential struggles?

3. How can you help?

For example: If you sell health supplements and notice someone posting about low energy, think of how your product addresses that issue. Frame your solution in a way that’s relatable to their experience.

Your opening sets the tone for the entire conversation. Avoid jumping straight into a pitch. Instead, lead with curiosity and authenticity.

Here’s a simple framework:

Example: “Hi Sarah, I hope you’re doing well! I saw your recent post about feeling drained during the workday, and it made me think of something that’s helped me. Would you be open to hearing about it?”

Once you’ve started the conversation, focus on listening more than speaking. Ask open-ended questions to better understand their challenges.

Effective Questions to Ask:

These questions accomplish two goals: One, they show you care about their situation, and two, they help you gather insights into their needs.

Avoid offering solutions immediately. Let the person express themselves fully first.

After understanding their problem, you can naturally introduce your solution. The key here is to frame it as something that aligns with their needs. Be concise and focus on how your product or service helps them specifically.

Use the Problem-Solution-Benefit Formula:

1. Problem:

2. Solution:

3. Benefit:

Example:

“I know you mentioned struggling with low energy. I’ve been using a natural supplement that’s designed to support sustained energy throughout the day. Since I started, I’ve noticed I stay more focused during work hours and don’t hit that afternoon slump.”

Cool market contacts may feel skeptical, so transparency is crucial. Share your personal experience or testimonials from others. Avoid exaggerated claims and instead focus on real, relatable outcomes.

Tips for Building Trust:

This approach helps you come across as authentic and credible rather than overly sales-driven.

Once you’ve shared your solution, make it easy for them to take the next step. Avoid hard sells and instead frame the opportunity as a way for them to try something low-risk.

How to phrase the invitation:

Example: “I’d love for you to try it out and see if it works for you. There’s a trial pack available, so it’s a low commitment, and you can decide from there.”

If they decide to try your solution, your job isn’t over. Following up shows you care about their results and strengthens the relationship.

Follow-up script:

This follow-up reinforces their decision and keeps the conversation open for future opportunities.

The solution-oriented approach works because it shifts the focus away from selling and toward helping. When you approach your cool market with empathy, curiosity, and genuine intent, you’ll build stronger connections and earn their trust.

By focusing on solving problems, you’ll create conversations that feel natural and valuable, making it easier to turn cool market contacts into satisfied customers or collaborators.