Rob Meinhardt, a co-founder of a company called KACE Networks that boasted 10,000 clients and was later acquired by Dell, stated that before a small business can make its first sale, the owners need to be perfectly sure the product can sell in the first place before it is built.
After that, the company's CEO and founder should be the one pitching and selling to clients.
"No one will care or work as hard as you and no one will communicate as much passion as you [emphasis omitted]," he wrote. "And, importantly, if you're successful you're going to have to train 1000s of people after you to do this hard job of selling."
Meinhardt added that new companies shouldn't waste resources on traditional marketing for the first few customers. Rather, owners should use "brute force and persistence" for the first three to five customers. After that, "fire up" the marketing campaign.
Niquenya Collins, a 20+ year veteran as a small business consultant offered a three-step guideline:
- Step 1: Have the right offer and be passionate as well as knowledgeable in what you are selling.
- Step 2: Don't sell everything to everybody — choose the people that you want to serve and want to be served by you.
- Step 3: Remember that "nobody likes to be sold to" so tell personal stories that highlight the benefits and results of your offer.
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