Klue — Cards about competitors by Alexander Gornyi


The post was originally published in Russian on Startup of the Day. Alexander kindly agreed to republish what we think is of great value to our readers.

The great thing about sales instruments is the quick and measurable payoff. You implement it today – your conversion increases in a month, and in two month it’s already reflected in the revenue. Startups can solve even the most narrow tasks – they will find a market for themselves anyway, in sales everybody will love even +3% of efficiency.

Klue, the Canadian startup of the day, is an example. Out of the entire sales cycle, it picked a single moment – working with objections. Out of all the counterarguments that a potential client may have, the startup picked just one; ‘what makes you better than a competitor?’ And this is a full-scale product for this bit of a subniche!

Essentially, the startup is a database of competitors served in a convenient design. When an unhappy voice on the phone asks: ‘what makes you better than X?’ the salesperson instantly finds in Klue several cards like ‘Our 5 advantages over X.’ Then, they can read them or retell in their own words, the other person gets buried under the load of arguments and takes the right decision, the contract is signed.

Filling out the base is the client company’s responsibility. Klue helps integrate other instruments and extracts some bits from them automatically, but the startup won’t write the final text for the client. Generally speaking, it looks like the main effect here is about organizing. The fact that someone came up with the idea of the systematic preparation of such comparisons is an advantage, and the technical realization comes next. But it would be curious to take a look at Klue’s card ‘what makes you better than any universal database.’

The startup attracts investments quite actively, just the previous round in December was USD 62M.


#canada #crm #roundb

Translation: Kostiantyn Tupikov


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