2 builders who never spoke to each other
Equip whoever recommends you
Give your internal champion something forwardable, such as a short video or recorded interviews with peers who already did what you are proposing, so they can win the argument you cannot attend. Where a professional gets asked for recommendations, build the version that makes their answer easy.
The method
- 01
Hand your internal champion something they can forward, such as a short video, so they can win over the other decision-makers without you in the room.
- 02
Build a version of the product for the gatekeeper who gets asked for recommendations, then go and show them why it is better.
- 03
When your internal champion warns that the decision-maker is a hard sell, hand them recorded interviews with peers who already did what you are proposing.
- 04
For a specialist product, phone or email the professionals who advise your buyers one at a time and trade a free copy for feedback
What it returned
- $166.2
Oatly made a barista blend that froths more easily than the rival plant milks and demonstrated it in independent coffee shops, so when a customer asked which plant milk was best the barista had a reason to say oat; the company posted $166.2 million in the first quarter of 2022 with profit up 18.6 percent year on year and won the Starbucks oat milk slot.
He asked the champion to have his boss listen to podcast interviews with entrepreneurs running more automated businesses
Speech language pathologists contacted individually accepted promo copies, shaped the first two versions, and wrote strong App Store reviews he credits with a real sales difference
Sources
- Confirmation Bias - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Find your believers · undated
- Oatly - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Authority Bias · undated
- How I Made $19,000 on the App Store While Learning to CodeNathan Barry · nathanbarry.com · 2011-11-15
- How Content Marketing and Marketing Automation Led to a $5,000 Retainer ClientNathan Barry · nathanbarry.com · Houston, We Have Contact · 2013-12-07
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in sales
- Charge for it before it exists6 unconnected
- Book the buyer calls before you write any code6 unconnected
- Package more of what you own into sellable slots6 unconnected
- Interview customers when sales stall, not buy traffic5 unconnected
- Borrow credibility from the customers you have5 unconnected
- Keep a named list of dream accounts and work it5 unconnected