Let reality do the heavy lifting

A mistake I keep making (and you probably do too)

Here’s one of those annoying things that sounds obvious after the fact, but is a total revelation in the moment:

Stop trying to convince people to buy.

Let reality convince them.

Your job is to find the people who are most-of-the-way convinced, because reality has punched them in the face a few times.

The moment this hit me:

We were doing a customer interview for MuukTest, with help from Kyle, Derik, and the legendary Bob Moesta from Demand-Side Sales.

After the interview, Kyle + Derik slapped me in the face:

“This customer struggled for two whole years before they were open to meeting with MuukTest. In your outbound, are you targeting other companies that have been struggling that long… or are you trying to convince companies that haven’t been struggling very long?”

They understood that reality had punched that customer in the face for a few years.

AND - that reality was “in the ring” with many other companies. We could identify when this was happening and target them.

BUT - because we were so “smart,” we thought we could convince customers who hadn’t even entered the ring.

Guilty. Dammit.

Let reality do the work. You’re not very convincing, anyway.

—

PS:

• Today’s the last day to apply to PMF Camp (starts April 1). Tons of startups are on the waitlist to implement the PMF playbook used by top B2B startups. If you think you’re a good fit and haven’t applied or heard back yet, please email me ASAP at rob@reframeb2b.com

• Startup #6 hit $1M ARR this week :)