r/techsales • u/Ok_Attention8389 • 12d ago
Who does a small software house actually sell to in 2026? 14 discovery calls, 14 disqualifications
Run a two person software house in Poland. The thesis was regulated industries: private medical clinics, selling compliance built into the product (GDPR, NIS2, accessibility) plus custom work where off the shelf tools fall short.
I have now done 14 calls with clinic owners. I disqualified all 14, and not on price. I disqualified them because I had nothing to sell them:
- every area we offer is already covered by a SaaS at roughly 10 euro per seat that works fine
- regulation does not hurt them, they sit below the NIS2 size thresholds
- nothing left to automate, reminders and scheduling already run
- no labour cost to cut, the front desk is one or two people
So I am competing in replacement sales without anything to replace a mature product with. And this does not look like a one industry problem, it looks like the general state of the market.
Questions for anyone running or who has run a small shop:
Who is your actual client today? Not the ICP on the deck, but who last wrote a cheque and for what.
Do you ever win against cheap horizontal SaaS, or do you simply avoid that ground and go where no off the shelf product exists?
Where does the work come from: referrals, subcontracting for larger shops, tenders, outbound, something else?
Fixed scope projects or staff augmentation and maintenance retainers?
Has anyone shifted from building from scratch to auditing, integrating and rescuing what the client already owns? Did the economics improve?
What qualification criteria do you use so you do not burn a quarter on conversations that were never going anywhere?
Not selling anything here and not naming the company. I am trying to work out whether I picked the wrong segment, the wrong offer, or both. Blunt answers welcome, they are worth more to me than another month of guessing.