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  • #8010848
    title to use – small software company
    Hadeel Dabbagh
    Mar 15, 2023

    I’ve been questioning the title I should use in communicating with prospects and customers that I’ve avoided using a title altogether.. This is fine in most cases, but sometimes I’m in situations where I’m asked or where titles are helpful.

    I’m the founder of currently a 1 person bootstrapped software company, soon to be 2 full-time + 3 part-time. We’re based in Canada.

    – CEO is what startup company founders in North America tend to use
    – CEO is not a very common title in my current target market (the middle east). Typically I’m seeing managing director.
    – In a few months I’ll be starting to expand to prospects in North America where the CEO title is used at small construction companies in my target market.

    Should I use founder, managing director, CEO, or something else? Specifically when it comes to sales outreach, I don’t know if the fact that the head of the company (regardless of the title) is reaching out is considered something positive or negative (might make them feel we’re too small).. So I feel that sometimes I’m hesitant to share because I don’t know how it would be perceived. The main competitor we have is a much bigger company where prospects are dealing with account managers or inside sales reps.


    Will Barron
    Mar 15, 2023
    Will Barron Mar 15, 2023

    I’d go with CEO. CEO is more globally accepted. I’ve had buyers in the US who didn’t know that a managing director (UK) is the same role.

    Don’t worry about looking too small. That’s massively outweighed by the fact that the prospect is getting an email from an executive rather than a pesky salesperson.

    If you were in banking or healthcare then things would be different. I don’t think anyone cares if you’re a small but capable team in software, consulting and niches like that.

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