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The Ultimate Startup Guide to Outbound Sales by Steli Efti

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Sell To “Non Believers” - Turn Doubt into Trust

“Our product works. It saves our customers a lot of money. We can prove it. Heck, we even do a pilot for them when they ask. Afterwards, they see the numbers, the data confirms our claims. But they still don’t buy! What are we doing wrong?

This is the main sales challenge of a startup I recently talked to in a sales office hour.

Their product is strong. They’re serious players; big government agencies among their customers (and they showcase it on their website).

They think they’ve arrived at the promised land of product/market fit.

Their business is doing very well, through referrals. But now they want to grow faster, so they started a cold outreach campaign.

Generating qualified leads is easy ...

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