Yes, not first.
I’ve seen deals close without a product.
Not a beta. Not a prototype. Nothing ready to ship.
How?
The story was right and the connections were real.
When you know your customer, understand their needs, and have earned their trust, you can promise what doesn’t exist yet.
That’s not manipulation. That’s alignment.
In B2B, especially in cybersecurity, your best customers often become your first investors.
They don’t just buy, they fund the direction. They want to shape what’s next, not just consume what’s done.
But let’s be clear.
This isn’t for beginners. You can’t walk into a CISO’s office with a concept and no credibility. This only works when you’ve already built trust capital: previous success, industry reputation, or deep understanding of their world.
Here’s what makes it work:
> Know your customer’s roadmap better than your own.
If you can predict their next problem before they name it, you can sell the solution before you’ve built it.
> Be honest about the gap.
Say, “We don’t have this today, but here’s how we’d build it with you.” That honesty earns more respect than fake readiness ever will.
> Deliver fast, even if small.
Your first promise sets the tone. Ship something visible early. Progress builds belief.
> Relationships over releases.
Products change. People don’t forget who kept their word. That’s how one project turns into five renewals.
So yes, product matters. But connection comes first.
The right story, the right trust, and the right timing, that’s how your customer becomes your first investor.
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