The first twenty sales came from existing customers. That was the easy twenty.

When a new offer sells well to people who already trust you, the thing being tested is the relationship, not the proposition. The difference surfaces later.

By Steve 5 min read
Abstract bridge artwork for The first twenty sales came from existing customers. That was the easy twenty.

A firm launches a new service. Within a quarter it has twenty buyers, almost all of them existing clients, most of them at or near list price, several of them enthusiastic enough to say so in writing. The internal read is that the offer works and the job now is volume. Marketing budget gets approved, a salesperson is hired, and six months later the pipeline is full of people who will not close. Nothing changed about the product. What changed was who was being sold to. What a warm launch…

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