Hi SH community!
I'm curious if anyone is currently selling into a new category / creating a new category along lines of Gong, Chorus, Drift, Outreach, Highspot, Guru, etc.
There's a lot written about brand building/marketing as a category creator, but I haven't found much discussion on what direct sales looks like when you are selling into a new category.
In my experience, some of the challenges include:
*Lack of budget - no one has a line item for your product/solution because it hasn't existed previously
*Need for lots of education on the problem that you are solving before you can focus on your solution
*Sticker shock when you get to pricing as they have no comparison for how much the category of solutions should cost
*Prospects often try to lump you into the wrong category (the one they are familiar with).
Prospect (circa 2018): "Oh, sounds like Gainsight is the Salesforce for CSMs. Rep: Umm sort of but also no."
What else? And how are you all overcoming these challenges?