"Sell the alpha, not the feature": The enterprise sales playbook for $1M to $10M ARR | Jen Abel

You need to vision cast. You need to sell to a gap, don't sell to a problem. When you're selling to a leader, you need to be selling an opportunity. The market doesn't want to be sold to, they want to buy. Most founders would rather get 10 10k deals than lose nine and get one 100k deal. In the very early days. People will discount till the cows come home because they think that's the way to get a deal done. The best clients are not going to do that to you. If they're sitting there nickel and diming you, they're not fully bought in on what you're selling them. It might be giving you a false sense of success and product market fit. As soon as you become a comparison, as soon as you become one of three that they're testing out, you've already sort of lost. It's all about differentiation. Here's what you will be able to do. Tomorrow because of how we're gonna serve you today. Something else that you talk about is that enterprise sales is very creative. It's more of an art. It's all about deal crafting. It is a relationship you're building with someone. If they know they can call on you.

People will turn over rocks for you. I have a client at a Fortune 10 company where I was like, it's so important we get the deal done this year. Is that possible? And she's like, it's a tall order, but like, if it's gonna help you, let's do it. These are how enterprise deals get done, it's relationships. What's kinda like the state of the art on go-to-market outbound tooling? I don't use a tooling tool. The thing about AI tools is they're all pull from the same databases. I wanna email someone not in the database that's getting hit by a million folks. I wanna take a back door in, not the front door where everyone else is. Trick or treaty. Today, my guest is Jen Abel, co-founder of Jellyfish, where she and her team help early stage founders learn how to sell. And now GM of Enterprise at State Affairs. If you want to become better at selling your product.

This episode is going to blow your mind. And make you so much better in every way. This is the second time Jen's been on the podcast. Our first conversation was focused around getting from zero to one million ARR. Essentially founder light sales.

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