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The single most important criteria when deciding which company to go sell for?

Brand. 🀯

I saw Collin Cadmus post a while back that the job of sales is to convert demand into revenue. πŸ’‘

Sellers can raise awareness of a product (Cold outreach to a prospect leading to a meeting), but we cannot make a prospect NEED a product. You cannot manufacture demand; either the market needs the product or it does not. πŸ€·πŸ½β€β™‚οΈ

So if that's the case, why isn't product the #1 criteria?

Because the best product doesn't win. The best distribution does. Yes your product must be good. You can't sell a shitty product to the market and expect great GTM to cover; that's how fraud happens. (See: Fyre Festival, Theranos)

If you have a product that has a strong brand, it is SO much easier (and more fun!) to do your job.

Ask any seller who went from selling TechAIWidgets to selling Slack. Or LinkedIn Talent Solutions. Or Salesforce CRM.

The power of the brand makes every interaction so much easier. You can just pick up the phone and say "Hi, I'm Sahil calling with Superhuman. Do you want to learn about our new corporate email product?"

I'll bet many of you do πŸ˜‚

Only sell for strong brands. Save yourself the pain of not having demand. Trust me, it'll make your life SO much better.


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