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Stop Selling Features That Don’t Match the Moment

What sounds impressive to you might sound irrelevant to them.

Author

Alexander Shartsis
June 16, 2025

Early-stage founders often fall into this trap:
You build something powerful.
You’re proud of what it can do.
So in your cold emails, you talk about… everything.

“Our platform offers real-time alerts, multi-team visibility, predictive scoring, and deep analytics dashboards…”

It’s all true.
It’s all valuable.
And it’s all getting ignored.

Why?
Because you’re pitching the whole product—instead of what matters right now.

The Buyer Doesn’t Care What You Built

They care about:

  • The specific problem they’re feeling this quarter

  • The job they’re under pressure to solve

  • The friction they’re too tired to fix themselves

If you sell your “best features” but not their most immediate pain, you’re selling into the wrong moment.

Example: Same Product, Different Buyer Moment

Say you’ve built a tool that automates pipeline reporting, forecasts revenue, and gives performance benchmarks.

❌ Too Early / Wrong Feature

“We help GTM teams benchmark sales performance against market data and run multi-variable forecasting models.”

Sounds cool.
But what if the buyer’s real pain is:
“I have 2 AEs and zero visibility into who’s even following the process.”

✅ Match the Moment

“Helps founders with 1–3 reps get clear pipeline visibility—without building dashboards or chasing updates.”

Now it lands.
Because it matches where they are, not where you want them to be.

Quick Diagnostic: Are You Selling the Right Thing?

Ask yourself:

✅ What’s the actual fire this persona is dealing with today?
✅ Are you describing their current state—or your product’s full potential?
✅ Would they need to be sold upstream (more headcount, more budget) to benefit?

If you’re selling something they’ll need six months from now, you're out of sync.