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@SalesBlastBen took a MedTech client whose offer applied to only 7% of US…

2026-06-15 · 16:11 UTC ·@SalesBlastBen ·1 min read

Brief

SalesBlastBen recounts a MedTech engagement where only 7% of US hospitals fit the client’s offering, forcing extensive lead-list building, account research, hard-to-find emails and A/B testing. A project planned for 3 months stretched to 7 months. He contrasts selling to large-TAM clients (scale by volume) with small-TAM clients, advising agencies to charge premium retainers for complex, niche campaigns.

Why it matters

@SalesBlastBen took a MedTech client whose offer applied to only 7% of US hospitals, creating a very small addressable market and hard-to-find prospects.

Key details

  • The engagement, originally scoped for 3 months, stretched to 7 months because of extensive lead-list building, account research, tracking down hard-to-get emails, and A/B testing.
  • SalesBlast categorizes clients as large-TAM (easy to scale by increasing volume) or small-TAM (much harder); Ben advises charging premium retainers for complex, niche offers.
Source evidence

While running my cold email agency, I picked up a client in MedTech who had a very unique offer. Only 7% of hospitals in the US needed his offer. Still, I took on the project.

Long story short, it was the most difficult campaign I'd ran in my life.

Unbelievable.

So much of my time was spend building lead lists, doing account research, finding hard-to-get emails, A/B testing messages... and because his lead list was pretty small, I couldn't just yeet cold emails and pray.

The project, which was supposed to be 3-months long, was stretched to 7.

This is the reality of selling in a niche.

We had 2 types of clients at SalesBlast:

  1. Clients with large TAMs
  2. Clients with small TAMs

If you sell to a large TAM, cold email is... pretty easy.

Get stuck? Just increase volume.
Burn a lead list? Make another.

Like it's pretty straightforward.

Best piece of advice for agency owners: DO NOT feel bad charging a premium retainer for clients with complicated offers.

The more complicated the offer, the more complicated the campaign.