we made the same mistake especially when we are selling to end clients who are not in the sf bubble where startups just cross sell to boost unreliable arr
We did $100k in revenue after realizing that our customers hate software.
Our first product was an AI accounting tool for CFOs. I did 35 sales calls and got $0.
So we switched to being a service.
The pitch became: "We're an outsourced accounting firm that's faster/cheaper with AI"
Then our calls started to convert.
As founders, we naturally obsess over features and tech because that’s what we do.
But REAL customers don't care. They only want their problem solved (bonus points if they don't have to use the tool) in a fast, simple way.
Just sell the outcome.