The best pitch I've ever gotten was ~1 paragraph. "I read you were looking for X. I have an idea about X: $IDEA. Want to talk turkey?"
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A significant portion of sales, as distinct from order taking, is project managing the implementation of your thing at their company.
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Friction-free available-any-time onboarding has made a lot of SaaS companies very happy, but a little friction in the early days is useful.
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You cannot buy market research as good as a user telling you, in real time, that your setup process/etc is broken. You can compensate.
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One way to compensate is to take the implicit software offer (you're not just buying software, you're hiring expertise) and make it explicit
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If you're selling e.g. email marketing software, for your first ten customers, you can literally just write all the campaigns.
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For every reason people have for today not being a good day to do it, test whether a fanatically dedicated free person fixes that or not.
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We made a sale for Appointment Reminder from someone whose only way of getting data into the system was to fax it to us. Guess the cheat.
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If you guess "CEO signs up for HelloFax, receives the fax, and types 600 patient names and phone numbers by hand" you have good instincts.
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End of conversation
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