Short excerpt from a July 19, 2024 YouTube talk by Jason M. Lemkin advising that companies should let prospects try their product before or alongside competitors. The speaker argues that when confident you have the best product, sales and marketing should actively encourage trials—sometimes even preventing easy competitor trials.
So couple takeaways, and then I'll talk a little bit about one thing that comes to mind from my experience at Brex. But a couple takeaways. You are selling in an environment where most competitors require businesses to talk to a salesperson before they get access to the product. And one thing that differentiates you on the sales and marketing side is you actually want people to experience your product either alongside or before experiencing other products. And that's potentially a takeaway. If you believe that you have the best product in the market, you should be encouraging and incentivizing people to try it either alongside competitors or in a differentiated way where they actually can't even try their competitors.
