---
title: How we think about buyer experience
slug: how-we-think-about-buyer-experience
description: "Our approach to the buyer experience at Resend."
humans: ["zeno-rocha", "jonni-lundy"]
updated_at: "2025-12-10"
created_at: "2025-12-10"
---

When we started Resend, we didn't have a sales team.

One of our key insights was to focus on **Developer Experience (DX)** as a way to differentiate from others and find product-market fit.

As our customers grew and started using the product for more use cases, we realized that **Buyer Experience (BX)** was just as important.

## What is Buyer Experience (BX)

We define BX as the **sum of all the touchpoints** that someone has with a company before they buy a product from them.

This is not just the responsibility of a sales team, but of the entire company.

It includes everything from the first marketing posts that they see online to the post-sale support that our customer success team provides.

<Image alt="Buyer Experience" src="/static/handbook/how-we-think-about-buyer-experience.jpg" showCaption={false} />

## What this means in practice

**We treat every interaction as a reflection of the product.**

The experience of working with Resend's sales team should feel like the experience of using Resend - fast, clear, delightful, no friction.

**We earn conversations, we don't demand them.**

Be helpful first. Provide value before asking for time.

**We listen more than we talk.**

Discovery isn't a checklist - it's genuine curiosity about the customer's situation.

**We're honest about what we don't know.**

"Let me find out" beats making something up every time.

**We document everything.**

Our learnings become the playbook. Our notes become the context for the next person.