01 · The problem

Your best customers came from other customers.

In your industry, your customers are your sales channel. The loop that brings the next customer already exists, but nobody built it, so nobody runs it. Right now, it runs through you.

Chapters

1. 1.1Your customers are your sales channelIn a traditional industry, buyers trust each other, so your customers are your sales channel. The loop that brings the next customer already exists, but nobody built it, so it runs by luck, and through you.2 min read→
2. 1.2What you promised dies at the handoffWhat you promised on the sales call rarely reaches onboarding. Every handoff restarts the conversation, and in a small industry a customer who starts out let down never refers anyone.2 min read→
3. 1.3The moments that matter have a shelf lifeFirst value, a promise, a ready buyer, a past user who moved, an account at risk: each moment has its own window. The rule isn't "as fast as possible" but "inside the window", with one person who acts.2 min read→
4. 1.4Selling is a loop, not a lineFor software sold into a small industry, the signature is where it starts. Selling runs through seven stages, from Notice to Grow, and each customer should bring the next one.2 min read→
5. 1.5Nobody owns the loopDirection belongs to the founders and tools belong to the team, but nobody owns how it all fits together. At most Series A companies, the loop falls to the founder until someone owns it in writing.2 min read→
6. 1.6Why more won't fix itMore email, tools, alerts, people and agents each make sense alone and make the problem bigger together. In an industry this small, one wrong message travels to everyone.2 min read→