When a founder tells me:
“Every deal we close feels like a one-off”, it’s actually a sign of something deeper.
A custom-feeling deal means:
And here’s the kicker: Custom = unscalable.
Let’s unpack the founder traps that create this problem and how a real sales engine solves it.
Not intentionally, just out of survival.
One week your pitch is product-heavy, then the next week you're emphasizing use cases, and the week after, you're rewriting the value prop because someone asked a question you weren’t ready for.
Inconsistent message → inconsistent deals.
A system creates:
Buyers stop ghosting because the process stops drifting.
When founders run sales manually, you adjust tone based on your mood. You also answer questions differently depending on the prospect and you “wing it” more than you want to admit.
Buyers sense the inconsistency, but a repeatable engine removes the personality variable.
Most founders under-estimate how specific an ICP needs to be.
You know the industry, sure, but not the trigger that makes someone buy.
Example:
“I sell to CFOs at SaaS companies”
isn’t the same as
“I sell to CFOs who are frustrated by manual work and are actively evaluating workflow automation.”
If your ICP is wide, your deals will feel wide.
Most founders assume their buyer knows the steps to buy but they don’t.
A buyer without a path turns into:
Buyers don’t need pressure, they need clarity.
A system gives them a path and a reason to stay on it.
Founders often think more activity = more consistency. Wrong.
A high-output, low-structure sales process just creates more random deals.
The real fix:
This gets implemented inside TFSE in 10 weeks and it’s why founders who used to have “every deal is different” suddenly have predictable weeks.
Deals don’t feel custom because your product is custom, they feel custom because your system is missing.
Once the system is in place, founders finally stop having to reinvent sales every month. Remember: “If deals feel custom now, they’ll feel chaotic once you add more leads.
