Take a look in the mirror. If you’re running an early stage company, and the life of your new venture depends on launching a disruptive product in the marketplace, you’ll be staring into the eyes of the person who should be driving the initial, complex sales efforts. Let’s hope that those eyes reveal an intense, change-the-world, never-give-up attitude, because that’s what you’re going to need to get across the “valley of death” that lies between your product idea and a successful business.
So why should it be you? It’s really pretty simple. You’re the one who will ultimately have to sell the idea to those critical early adopters and marshal the resources to deliver the products and services that meet their expectations. You’ll have to tell a story and provide a vision that will compel people to take a leap of faith. Your first customers may be enamored by your product, but they must believe in you and, by extension, what your company can do for them. In fact, early adopters may not want to deal with anyone but you. They’ll be taking a big risk, and they’ll want to know that you’ll be there for them.
Are your friends and advisors always telling you that you need to hire a sales person? Take their advice to heart, but think about what they are really saying. There’s a good chance that you aren’t telling a story that gets them excited about your product and the prospects for your company. In addition, they may not believe that you are going to make selling your top priority. Regardless of who will do the actual selling, you’ll need to get your story straight and demonstrate your priorities with actions. After all, you’ll inevitably be the principal role model for anyone you bring on board.
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"You can say the right thing about a product and nobody will listen. You've got to say it in a way that people will feel it in their gut. Because if they don't feel it, nothing will happen." Great entry U Steve!
Shai