Distribution is hard and it’s especially tough early on, when you’re trying to get your first customer discovery calls. Most founders will need to go outside of their comfort zone and develop new skills in order to solve this problem. Here’s the patterns I see most often:
1. Too Much Automation
I usually have to beg founders to stop using automated outreach tools and start with manual work. Even though it seems inefficient, any tool you use will leave fingerprints and will likely cause your messages to be categorized as spam.
2. Selling Too Early
It’s usually best to start by asking for advice from your potential customers until you have a clear idea of the messaging that works best. Of course, if they’re excited about your product, the advice call can quickly become sales focused.
3. Messages You Would Respond to
Nobody replies to generic cold emails. As a rule, ensure every email you send is personalized and targeted such that if you yourself received it, you would respond.
Best of luck out there.
Sterling Road invests in idea stage and pre-seed B2B startups based in the US, Canada and UK.
