How to Get Customers in a B to B Sass Company?

Show notes:
Links:
Felix Livni

Schedulista

Transcript:
*This is an unedited, automated transcript, with only about 80% accuracy*
Ben
All right, so, uh welcome the founder quest today, you have me, Ben, because Star and josh are taking the day off and we have Felix of me who is with us or with me chatting about uh founder related stuff. It's just one of our uh, intermittent founder interview kind of episodes where we're just going to have a great chat, talk about some stuff, so welcome Felix. Thanks. So, Felix was telling you tell me right before we got started about the differences of having an actual conversation versus a podcast conversation and you had a great great tip about email. So, if you don't mind, could you like, hit me with that again? Because I thought that's pretty cool. 

Felix
 
Yeah, what I've noticed is if I write an email knowing that a lot of people are going to read this email, maybe it's an onboarding email that's going to be sent out to uh you know, many, many people, I don't seem to be able to write it in the same way as the emails I write to just that one person and I often feel that if I could just if I was just trying to sell to one person, I could probably do a pretty good job and I think the better attitude for me has always been to then trying to do that and then try and automate that and it turns out very differently than when I'm trying to to do the thing that is going to be automated right away. 

Ben
 
So yeah, I like that, I've had the same kind of experience where it's like, well you spend a lot of time crafting, crafting, crafting and then it feels crafted right? It doesn't, it doesn't feel like a real email. So do you like uh Try to like email individuals for like  times  times first and before you get the final copy that you want to send everybody? 

Felix
 
Yeah, exactly. And I think really not thinking about tools at all is really the right way to go about it um where all you try and do is think what is the best thing for this one customer and you do that for a couple of different customers and then you look for patterns and I would say when you do it a lot and this is the advantage you have with podcast is once you do it a lot, you kind of see some patterns as well, some sort of meta patterns of like how, how do the things that sound unnatural look versus the things that sound natural and I'll just tell you one that I've noticed, I don't know if this is something you've noticed, but when I write an email to a single person, it usually has one sentence in it, maybe two. 

Felix
 
Uh but when I write something that I think is, let's say, an onboarding email of some sort uh it's not gonna be that short. Uh so that's definitely a pattern I've noticed. I think we we noticed that as consumers or business owners, when we see inbound email, we automatically filter emails that have just one sentence very differently than we filter ones that are multiple paragraphs. 

Ben
 
Yeah, I never really noticed that. That's true. Yeah, because most of my personal emails are just like a couple of sentences, man, I was thinking back to the initial like set of onboarding or just stock emails that we had for honey badger, like, you know, you're building has failed or thanks for being a subscriber or whatever. And I was thinking back and like I wrote them and they're all like one or two sentences. I'm like, yeah, that's that's true. It's like versus this big long book, right? Yeah, 

Felix
 
yeah. In general, I think I'm a big fan of looking at software, automating things that people already do. I think sometimes that's the best software and as opposed to sort of rethinking everything, because I think a lot of the time when you rethink everything, most things people can do just less maybe less quickly than it would be if it were automated. And so I think when you rethink everything a lot of the time, it doesn't fit as well as it seems like it might have back in the lab. 

Ben
 
Yeah, true, we'll get back to that. I want to talk more about that, but I want to uh introduce you more fully since everyone might be thinking, hey we just dropped to the middle of conversations like yeah, you did just kind of jump in both conversation because Felix and I are old friends, we've been uh we've been hanging out and chatting about business for years now uh and Felix is an entrepreneur who is running a business called Schedule Ista, So Felix want to give us a quick rundown of what schedule list is. 

Felix
 
Yeah, well before Schedule East it was scheduled to, it was sort of an idea of, hey I want to start a company that is a B two B sas company. And one of the very first conversations I had about that Was with Ben, I don't know if you remember, I was looking back through my email  

Ben
 
yeah, 

Felix
 
our mutual friend paul introduced us and the topic of conversation was marketing and BtB Sas um something admittedly I still struggle with, I kind of had it on in my mind is oh this is something I'm going to be bad at and I don't know how to get customers. Um maybe maybe I need to reach out and figure out how that happens. Um and I don't, I don't know if this is okay to bring up here, but I'm curious to know, I mean, tell me if my characterization of our conversation is correct, but that conversation way back then I think you were pretty pessimistic and or at least I think as a friend you were looking or as a new friend, you were looking out for me and you were saying kind of don't do this crazy thing. Um 

Felix
 
Was that the advice you gave me and then if you were to meet someone like me today, would you, would you give different advice? 

Ben
 
Yeah, my my memory of that conversation was not that I wanted you to not do it, but it was like, I I saw some concerns, some red flags and I wanted to save you some pain just in case you hadn't, you know, like considered like, because as I recall trying to, you know, rewind back to  years ago, what that conversation was like, you're sitting across table from me and you're saying I want to build this business that's gonna require a lot of sales effort because I'm gonna be selling to some people that, you know, I can't really reach well online and here I was thinking, okay, so Felix is going to be like walking down the street, knocking on doors, trying to get people to buy his says and I'm like, 

Ben
 
okay, sure, but are you sure you want to sign up for that? That's kind of but I remember is that is that kind of 

Felix
 
remember, I think that's accurate and that's basically exactly what I did. And we even did some, some things like send out postcards. I might have mentioned that as an idea that I've had, I said, you know, I think uh well used to do that kind of thing and then it fell out of fashion, maybe there's maybe there's some wisdom there and I think um you realized how crazy I really was and how little I knew and there was nothing but love I felt coming from you, which made it even like harder to hear, I think. 

Felix
 
Um so I believed you and the irony too is I think I would probably, so I don't you didn't tell me yet how your answer would change, but I would I tell people, I meet people all the time who say they want to start a bootstrapped company and my first inclination sort of out of love is to say, you know, that can be tough, it can be uh you know, I've seen lots of them fail. And is this are you sure this is something that you want to do? Yeah, 
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