Lenny's Podcast: Product | Career | Growth
"Sell the alpha, not the feature": The enterprise sales playbook for $1M to $10M ARR | Jen Abel
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You need to vision cast. You need to sell to a gak. Don't sell to a problem. When you're selling to a leader, you need to be selling an opportunity. The market doesn't want to be sold to, they want to buy. Most founders would rather get 10, 10 K deals than lose nine and get one, 100 K deal. In the very early days, people will discount till the cows come home 'cause they think that's the way to get a deal done. The best clients are not going to do that to you. If they're sitting there nickel and diamond, they're not fully bought in on what you're selling them. It might be giving you a false sense of success in product market fit. As soon as you become a comparison, as soon as you become one of three that they're testing out, you've already sort of lost. It's all about differentiation. Here's what you will be able to do tomorrow because of how we're gonna serve you today. Something else that you talk about is that enterprise sales is very creative. It's more of an art. It's all about deal crafting. It is a relationship you're building with someone. If they know they can call on you, people will turn over rocks for you. I have a client at a Fortune 10 company where I was like, it's so important we get the deal done this year. Is that possible? And she's like, it's a tall order, but like, if it's gonna help you, let's do it. These are how enterprise deals gets done. It's relationships. - What's kinda like the state of the art on go-to-market, outbound tooling? - I don't use a tool. The thing about AI tools is they're all pulling from the same databases. I wanna email someone not in the database that's getting hit by a million folks. I wanna take a back door in, not the front door where everyone else says trick or treating. - Today, my guest is Jen Abel, co-founder of Jellyfish where she and her team help early stage founders learn how to sell and out GMF Enterprise at State Affairs.
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