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An IndieHackers Sales Case Study

This may be interesting for start-up founders... It's a great example of how a fellow IndieHackers member connected and started a sales dialogue. I posted it as a Tweet here if you want to share or follow, but also have the text below.

Commentary is encouraged. And thanks for reading.

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Today's Start-up Sales Technique -
Cold emails can work, esp if they're not cold.

I got hit up by a start-up founder with a cold email in response to a post I placed on @IndieHackers. Thought I should share it as its a great example of how to to start a sales conversation.


"Hi Brendan,
I found your answers on Indiehackers quite interesting and since you're an expert in sales thought I'd take a chance & reach out!"

Off to a good start. 1)Personal. 2)Explained how he found me. 3)Deft compliment w/o being smarmy "expert in sales (of course!)


"I'm trying to make tracking the information on when the prospect is most likely to buy less of a pain for B2B salespeople through a curated database."

Also good. 1) Specific description of the problem/solution. 2) 'B2B' and 'salespeople' so again applicable to me.


Two sentences in and I'm intrigued.

"I have a few early customers but need feedback from experts in the B2B space to understand who (and how) will benefit from it the most. You've been successful at it for a while, would you have time to check this out?"

There's the 'ask.'


This founder is still in customer development and product definition mode, so a request for feedback from an 'expert' (me...I feel warm all over now) is all he wants. Not selling, but looking for comments. And "would you have time" is a nice touch.

Then, two links to review.


Four sentences, but tailored. And by starting with how he knows me, we share a community. And then we share interests (B2B, sales, start-ups.)

So I responded. Checked out his new product. Gave it some thought and sent him a Loom video.

Here's the kicker...


After checking out my comments, he tweeted a shout out thank you and retweeted one of my posts.

Win/win. And unexpected.

And I'll probably end up buying his product.

Well done, @akhilmk !

  1. 3

    So emailing people who have never heard about you before actually works ?! 😁 Awesome approach great job @akhilmk

    1. 3

      Haha, you know this better than most Victor! Thanks for this and also appreciate your thoughtful responses in the IH sales group.

      1. 3

        just to be the devil's advocate on the copy that was shared by @BrendanMcAdams, I think you're using too many "I's" and not enough "YOU's", and also you're making it a bit too much about what you are looking for VS what's in for them

        1. 1

          That's fair, I guess. How would you have improved it?

  2. 2

    Appreciate this Brendan! I had done some successful cold email outreaches in the past but the biggest credit to the template of this particular email must go to fellow
    Indiehacker John Yen's email teardown a few weeks back.

    His excellent analysis on Indiehackers was what I adapted for my situation and personalized as best as I could.

    1. 2

      My pleasure!

      And kudos to @8bit!

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