Early Sales:
Many early-stage businesses are tempted to hire salespeople too soon, thinking that a dedicated sales professional will solve all their sales woes. But let me tell you: it won't. It's like expecting a flashlight to fry an egg—good luck with that!
The Founders are the Sales Team (and No, You Can't Escape This)
In the early days of a business, the founders and leaders are the sales team. Yes, even if you identify as "not a salesperson," guess what? You’re still it. Conducting those initial sales isn't just a rite of passage; it’s a strategic necessity. Think of it as the business equivalent of changing your own oil or assembling IKEA furniture—you don’t want to do it, but it’s part of the deal.
Why the Rush is Risky
Hiring a salesperson too early gobbles up precious OpEx (capital) like a ravenous monster, with no guarantee of ROI. It's like trying to fill a leaking bucket—you keep pouring money in, but it never seems to get anywhere.
Why? Because the founders miss out on crucial strategic insights necessary to adjust the pricing model, selling stages, and the ideal customer profile (ICP). If you’re not in the trenches making those sales, you’ll be oblivious to what’s working and what’s not. It's akin to trying to conduct an orchestra without knowing how to read music.
Embrace Your Inner Salesperson
If you, as a founder, cringe at the idea of selling, it's time to change your mindset. No sales hire will magically correct a situation where there is no market for your current product or service. You need to sell, fail, learn, adjust, and sell again. This cycle helps you refine your product and approach, which is something no external salesperson can do for you. MVP Stage: Your Time to Shine (or Stumble)
During the MVP (Minimally Viable Product) stage, your job is to get customers to buy your solution. If they aren't biting, you need to tweak your product or approach until they do. Think of it as baking cookies—you wouldn't hire a pastry chef if you can't even get the dough to rise. You need to figure out the right recipe first.
The Salesperson Trap
Hiring a salesperson too early often results in a floundering salesperson burning through your cash while failing to deliver results. It's like planting a tree in a desert—you’re investing in something that’s not going to thrive without the right environment and resources. Premature, costly, and ultimately unproductive.
Finding MVR (Minimally Viable Repeatability)
Once you achieve MVR in your sales process, you’re in a much better place to hire sales help. You’ll have early proof of revenue and solid insights to pass on to the salesperson. At this point, hiring a sales professional is like adding fuel to a fire that’s already burning. They can amplify your efforts and drive growth because you’ve done the groundwork.
The Takeaway
Avoid the temptation to hire sales help until you've sold your solution yourself. Get your hands dirty, learn from your mistakes, and refine your process. When you're ready, hiring a salesperson will be a strategic move that propels your business forward, rather than an expensive gamble with uncertain outcomes.