Thread by @patio11

“You should use us because this is what we do” is a surprisingly powerful sales message, particularly when you’re very differentiated and exude competence.

https://twitter.com/sehurlburt/status/1102442140628447232

“Isn’t every sales message This Is What We Do?”

Oh no, that’s the opposite of the case. Most firms are driven by scaling pressures to be everything for everyone.

When I was consulting life got better in every way after I said “Eff it: B2B SaaS businesses, $10M to $50M in annual revenue, probably engineer-led” as the target market.

Pitches got crisper. Results got better. Rates went up.

Imagine two pitch meetings back to back, me versus the best email writer in town.

Them: “We’re going to conduct extensive interviews to understand exactly...”
Me: “I’ll have made you $600k before this pitch meeting is over. Here’s an email you don’t send: *writes*. Ship that.”

Customer: “Wait how did you know we didn’t send that.”
Me: “This is my thing.”
“And why $600k?”
“I have that math memorized.”
“And you’re OK with me implementing this for free?”
“Yeah but you won’t be able to.”
“Oh really.”
“Eng will tell you next quarter at earliest.”
“Really?”

“Yeah they think the features on the roadmap are more important than doing email scutwork. Basically every engineering team will say that.”
“... what.”
“This is my thing. Slack them and ask them if I’m wrong, or when the last update to Welcome email was. My money’s on 3 yrs ago.”