Early-stage founders must move beyond selling products and instead focus on solving customer problems by asking the right questions, refining their sales approach, and prioritizing real revenue over vanity pipeline metrics.
Todd Blaschka is a seasoned technology executive and founder, currently serving as CEO of Zippychain and as an executive advisor to early to mid-stage AI companies. His deep expertise in AI and data analytics drives his passion for helping innovative companies scale and succeed. With over 20 years of experience in B2B tech, including data management, developer tools, and security, he has a proven track record of scaling early-stage companies. He also serves as an Alchemist Accelerator Sales Coach and advisor for various AI companies, ranging from data management to legal, leveraging his experience across multiple startups to guide founders in strategic growth.
Founders, let's be real. You've poured your heart and soul into building an amazing product. You know every line of code, every feature, every benefit. You're passionate, and rightly so! But here's the kicker: your potential customers? They don't care. Not in the way you think they do, anyway.
This is a tough pill to swallow, especially for early-stage founders at Alchemist Accelerator. You're eager to show off the "how" – how your product works, its brilliant features, and all the technical wizardry behind it. But customers? They're laser-focused on the "why." Why should they change? Why you? And most importantly, why will this solution save or make them money?
You're selling a product; they're buying a solution to a problem. This fundamental shift in perspective is crucial for accelerating revenue. So, how do you make that leap?
We've all been there. You jump into a pitch, ready to unleash a torrent of features and benefits. But what resonates more? Telling someone how your product works or showing them why it matters to their business?
Flip the script. Put yourself in your customer's shoes. What keeps them up at night? What are their biggest frustrations? How can your product alleviate those pains? Focus on the why. "This will streamline your workflow, saving you $X per month" is infinitely more compelling than "Our platform has a revolutionary widget that optimizes data flow."
Enterprise to SMB, most software sales are consensus-driven. You're not just selling to one person; you're selling to a team. You've got your economic decision-makers, your champions, and your influencers. Each has their own set of needs and decision criteria.
Dig deep. Identify each persona within your Ideal Customer Profile (ICP). What are their unique pain points? What motivates them? Tailor your messaging to address each persona's specific concerns. A CFO cares about ROI, while a team lead cares about ease of use.
This is a big one. It's tempting to "puke product" all over your prospects. But sales isn't about monologues; it's about dialogues.
Listen more than you speak.
Ask open-ended questions:
Let your prospects tell you their problems, and then show them how you can solve them. You're missing out on valuable insights if you're talking more than they are.
Surface-level answers won't cut it. You need to dig deeper and understand the real pain point, its urgency, and its impact.
Probe for specifics.
Don't just ask, "Do you have this problem?"
Ask:
Timing is everything. A problem that needs solving in 18 months is very different from one that needs fixing today.
This isn't about your product's features; it's about your expertise and how it aligns with their needs.
Position the business case from their point of view. Paint a clear picture of the "before" and "after." Show them how your solution will transform their business. "Before, you were spending X hours on this task. After, you'll be spending Y hours, freeing up your team to focus on strategic initiatives."
Remember, alignment equals a faster path to revenue. When your prospects see how your expertise directly addresses their pain points, they're more likely to buy.
Now, let's address a common pitfall: the "big pipeline" illusion. I recently spoke with a founder who proudly proclaimed, "I’ve got 50 opportunities my team is working on, some big names!" Sounds impressive, right? But then, the reality check:
With a small team and the board breathing down your neck for revenue (market validation), this "big pipeline" that isn't properly qualified is a massive red flag.
Vanity metrics won't pay the bills.
You need to know:
As a founder, especially in the early stages, you need to be intimately involved in these critical sales. Don't delegate and disappear. You need to understand your customer's pain points firsthand and ensure your team is focused on the deals that matter.
Don't let a bloated, unqualified pipeline distract you from the essential task of generating real revenue. Focus on quality over quantity, and ensure your sales efforts are aligned with your customer's needs.
Early-stage founders, you're building incredible products. But to truly accelerate revenue, you need to shift your focus. Stop selling products; start solving problems. Ask these five questions, listen to your customers, and ensure your pipeline is a reflection of real, actionable opportunities.
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