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About A Smart BearLittle, unknown companies with silly names can sell to enterprises who have already spent millions.
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A Smart Bear · Jason Cohen
articleprincipleSource excerpt
About A Smart BearLittle, unknown companies with silly names can sell to enterprises who have already spent millions.
This is a limited feed-provided excerpt, not the full original work.
Apollo layer
Treat an enterprise’s existing investment in a competitor as evidence of demand, not automatic disqualification. Position your product around a distinct, valuable reason to buy it alongside—or after—the incumbent rather than forcing an immediate replacement decision.
A replacement-only pitch makes the sale depend on overturning a large prior commitment. A differentiated, incremental entry can give a lesser-known company a more practical path into enterprise accounts.
For one account using a competitor, complete this sentence: “Keep your current product, and add ours because it uniquely helps you ___.” What proof or low-risk first step would make that incremental purchase credible?
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