The Audible-Ready Sales Podcast Selling in a New Category
Oct 7, 2025
Brian Walsh, an experienced sales leader in new technologies, shares his insights on selling in uncharted territories. He discusses the challenge of aligning with unknown customer pains, emphasizing the need for market awareness. Targeting early adopters is crucial for traction, and Walsh advises leading sales conversations with clear, future-state outcomes. He explains how to navigate organizational dynamics to identify the right buyers and stresses the importance of designing compelling test projects to establish credibility.
AI Snips
Chapters
Transcript
Episode notes
Create Awareness Before Consideration
- Selling a new category requires educating the market because buyers may not know the problem or solution yet.
- Great sellers act as marketers first by creating awareness before seeking consideration.
Prioritize Early Adopters
- Target early adopters deliberately rather than the whole market when launching a new category product.
- Focus time and resources on that 10–15% who will move quickly and validate your solution.
Lead With Outcomes, Then Link Pain
- If you can quantify business outcomes, you can then connect them back to pain to build urgency.
- Outcomes make the case more compelling than cool features alone, especially for unbudgeted buys.