Twenty-two centuries ago, the Greeks didn’t win the city of Troy by fighting harder. They won by being smart: an offer the enemy brought inside themselves. It sounds like strategy for another era — but the logic is surprisingly relevant today for every fast-growing company that wants to get into new customers faster.
The problem every growth company knows
Winning a new customer is time-consuming, costly and uncertain. Especially with larger accounts, where the decision passes through multiple stakeholders, budgets need formal approval and trust still has to be built. The average sales cycle in complex B2B deals easily runs to six months or longer. For a fast-growing company, that is too slow.
That is why at The House of Sales we advocate an approach inspired by what the Greeks did at Troy: a Trojan Horse in your portfolio. An offer that opens the door — fast, accessible and affordable — so that you can then make the real impact from the inside.
Three characteristics of a good Trojan Horse
A Trojan Horse in your sales portfolio has three essential properties. First, it is a paid offer. The price stays under 10,000 euros, which means the customer can pay for it with operational budget. No extra budget request is needed, no long approval procedure, no discussion with the executive committee. The threshold is low enough to decide quickly.
Second, it produces a fast decision. Because the financial threshold is low and the risk limited, the customer doesn’t have to think long. You get in faster, start collaborating sooner and can prove value more quickly. That is worth gold in a competitive market.
Third, it opens the door to more. The Trojan Horse is not a goal in itself. It is an entry-level offer that clears the way for a broader collaboration. Once you are inside, once the customer has experienced your approach and trust has grown, the step to a bigger assignment or a long-term contract is much smaller.
What does a Trojan Horse look like in practice?
For a consulting firm it can be a limited quick scan, delivered in two weeks for 5,000 euros. For a software company, a pilot project or a starter license with guidance. For a recruitment partner, a first-hire guarantee at a fixed fee. The exact form differs per sector and per company — but the logic is always the same: enter at a low threshold, show value quickly, then expand.
Every fast-growing company we guide needs such an offer. Not as a replacement for the full portfolio, but as a commercial opening — the Greek ruse that opens the gates to everything that becomes possible afterwards.
What is the Trojan Horse in your offering?
Reflection question from The House of Sales
