🔆 Selling boring & unsexy SaaS products

Imagine you’re selling boring and unsexy products like data compliance.

How do you stand out?

 

That’s the question I zoomed into in my interview with a 4x founder: 

Rory Codrington, CEO of Trust Keith. 

He’s managed to build a pretty successful SaaS company with 80%+ Gross Margin.

 

Here are my 5 highlights:

  1. Do what others don’t do. For example, instead of convincing customers how it helps them save costs, start convincing them how it helps their business grow.
  2. Ditch everything that you cannot be exceptional at.
  3. Grow momentum by continually asking yourself, “What are we going to do differently next?”
  4. You’re much more than your product. The energy you run a meeting with, or how well you keep your promises impact your business more than cool features.
  5. Do the unusual – e.g. by naming your company after the most unattractive male first name in the English Language: Keith.

Click here to listen to the full interview with Rory.

 


Question for you to reflect upon:

What boring stuff could you eliminate to make your B2B SaaS product stand out positively?


 

Be Remarkable

 

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About the author

Sales Pitch

Ton Dobbe is a former B2B software product marketer who's on a mission to save mission-driven SaaS CEOs from the stress of 'not enough' traction. He's the author of The Remarkable Effect, the host of the Tech-Entrepreneur on a Mission podcast, and writes a daily newsletter on the secrets to mastering predictable traction.