There’s good advice in this article like making your product messaging clear but there’s also terrible advice here.

“Discovery calls are just a formality” was something I cringed at. It’s basically the most important part of the sales process.

The author also didn’t like the sales process where pricing is fuzzy. But for enterprise sales there is a very good reason for this: you need to size up how your solution solves business pain for your customer and how much money it saves or makes them. If you are saving AT&T a billion dollars with your solution but you’re only charging them $1000/month, you’ve royally fucked up. And a big client like AT&T will stress your support and engineering staff with a lot of requests for help and customizations.

At some point the author perhaps should have recognized the need to have someone who knows enterprise sales on their side rather than going it alone. I wanted the author so badly to admit that it’s something they’re are bad at and that they should get help. They are probably leaving a lot of growth on the table by having this amateur sales strategy.

I would recommend to the author the book Sales on Rails. It’s a great resource for understanding how technical enterprise sales works. The author seems completely unaware of the account executive sales engineer sales team that is so common because it works.

If the author is lucky to expand their business further they will hit a point where leads stop just contacting them. They will have to make cold calls and surface customers who aren’t obviously interested. This no-call strategy will not fly at every type of company.