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Startup Sales — How to Get Your First Potential Customers
ashrust.substack.com
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Don’t:Don’t assume your first ideas for target company profiles are correct, test your hypotheses and always dedicate some time to experiment, to ensure your ideas move forward. Don’t target companies you can’t help; e.g. if you’re selling farm equipment, you shouldn’t target clothing retailers. “Once you’ve identified the company profile of a potential customer, you’ll need to assess the people within the company.” Do:Ask people you already know at the target company for introductions to the right people. Look for people who directly experience the problem you’re solving. You’re more likely to keep the attention of people who immediately benefit from your product. For example, don’t target the CEO of a public pharmaceutical company, if your software will be used by lab technicians.
Once you’ve identified the company profile of a potential customer, you’ll need to assess the people within the company. “Ask people you already know at the target company for introductions to the right people.” Don’t:Don’t focus solely on the target company’s executives, unless it’s a very small business. Executives have the most power but there’s usually a lot more people competing for their attention. Don’t get too focused on one title, a particular title at one company could mean something very different at another.
Do:Limit the type of companies your product will target, as it’s almost impossible to be a game-changing product for every type of customer. Start with industries where you have domain expertise, ideally with companies similar to those you’ve worked with in the past. Then narrow further by looking at the potential customer’s location, revenue, total employees etc. For example, if you worked at Cisco, you can you may have an easier time selling to public tech companies than selling to local restaurants. “Don’t assume your first ideas for target company profiles are correct, test your hypotheses and always dedicate some time to experiment, to ensure your ideas move forward.” Once you’ve identified the company profile of a potential customer, you’ll need to assess the people within the company.
After you’ve committed to an idea for your startup, get feedback from potential customers as soon as possible. Insights from your first potential customers help direct product strategy, increasing your likelihood of making a sale. Here’s the first part of the startup sales process — how to find, assess, and contact your first potential customers: “The first step in identifying potential customers is selecting the types of company that might buy your product.” Do:Limit the type of companies your product will target, as it’s almost impossible to be a game-changing product for every type of customer. Start with industries where you have domain expertise, ideally with companies similar to those you’ve worked with in the past. Then narrow further by looking at the potential customer’s location, revenue, total employees etc. For example, if you worked at Cisco, you can you may have an easier time selling to public tech companies than selling to local restaurants.
The first step in identifying potential customers is selecting the types of company that might buy your product. “Start with industries where you have domain expertise, ideally with companies similar to those you’ve worked with in the past.” Don’t:Don’t assume your first ideas for target company profiles are correct, test your hypotheses and always dedicate some time to experiment, to ensure your ideas move forward. Don’t target companies you can’t help; e.g. if you’re selling farm equipment, you shouldn’t target clothing retailers.
“After you’ve committed to an idea for your startup, get feedback from potential customers as soon as possible.” The first step in identifying potential customers is selecting the types of company that might buy your product.
“Insights from your first potential customers help direct product strategy, increasing your likelihood of making a sale.” The first step in identifying potential customers is selecting the types of company that might buy your product.
The first step in identifying potential customers is selecting the types of company that might buy your product. “it’s almost impossible to be a game-changing product for every type of customer.” Don’t:Don’t assume your first ideas for target company profiles are correct, test your hypotheses and always dedicate some time to experiment, to ensure your ideas move forward. Don’t target companies you can’t help; e.g. if you’re selling farm equipment, you shouldn’t target clothing retailers.
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