September 3, 2025
September 3, 2025
First call exceptionalism
You have to be significantly better than incumbents. Why B-level first meetings spell certain death for deals, and how to approach initial calls like they're the Super Bowl.
pascal's notes
B+ first sales meetings are failures.
Early stage startups, first call exceptionalism is needed every single time.
Why?
Because the stakes are dramatically higher than for established companies.
You’re starting from a disadvantage already because you don’t have a brand yet.
On top, you're not just selling a product; you're fighting inertia, competing against well-known incumbents, and are often evangelizing a new approach, particularly when selling into established businesses.
To stand even a small chance, you have to be significantly better than incumbents.
This demands "first call exceptionalism”. You have to approach each initial customer meeting like it’s the Super Bowl final.
The bar isn't "doing well" – it's has to be leaving buyers thinking "wow, they taught me something new."
A successful framework for first call exceptionalism is the: "give-get-goal-agenda"
Offer immediate value (give)
Have a clear objective (get)
Establish meeting purpose (goal)
Map conversation flow (agenda)
This establishes immediate engagement and credibility that often separates you from their typical vendor interactions.
On top, ensure the following three things:
Preparation is critical: Don't waste time on basic qualifying questions. Know attendees, research backgrounds, and form specific hypotheses about their challenges.
Deliver immediate value: Skip theoretical discussions and feature lists. Instead, share customer stories, patterns, and insights that transform their perspective.
Clean close: Get honest reactions and discuss specific next steps: "Companies like yours typically do X next." This avoids follow-up limbo.
Early-stage startups rarely get second chances.
Make the first one count.
Enjoyed reading this?
Then check out my conversation on the focal podcast with Greg Costigan, a former sales leader at Box, Zuora, Zenefits, LearnUp, Hone, and many more.
Youtube | Apple Podcast | Spotify
Recently started a company or thinking about it?
At focal, we’re technical, AI native builders’ first choice for their first check.
We lead their first round at the very start with up to $1M. Often before they even write their first line of code.
