WHEN CUSTOMERS BUY YOUR COMPETITOR'S PRODUCT… AND THEN BUY YOURS

Summary from the TLDR Founders newsletter

Enterprise sales doesn't have to mean 6 to 9 month long deals. 20 years ago, a hospital had million-dollar HP OpenView monitoring software and also bought What's Up Gold for $500. Both do the same thing. Its explanation: "What's Up Gold has features we use daily, and $500 goes on the credit card without approval." No procurement meetings, no sales cycles. Sometimes the back door is just pricing under the credit card limit.