4: Sales & Marketing

Sales are the fuel of a startup; they equate to cash flow and signal to potential investors that you are on to something. Entrepreneurial ventures require sales to survive, and until actual sales are generated your business model is yet to be validated and everything in it is a guess. Guessing means that there is risk and uncertainty in your model. It means that you are in danger of violating what is arguably principle rule of the lean startup movement, building a product or creating a service that nobody wants.

The challenge that most startups face in generating sales is a lack of resources. Many startups do not have the cash to hire a seasoned sales team, such as those employed by larger firms and venture-backed companies. Sales departments, teams, and people are expensive and as the vast majority of startups cannot afford a dedicated sales team, it stands to reason that the founders must themselves learn to sell. As it is your time and money on the line, learning to sell is a critical skill that the founding team needs to master. Although many seasoned sales professionals will suggest that selling is an art that takes years to master, there are some basic sales skills that can be acquired fairly quickly with a bit of effort. Below is some advice from seasoned sales professionals to help jumpstart your sales acumen.