Sales Advice for Founders: Start With the Problem!

I was talking with a founder the other day and he asked me: “What’s your number 1 piece of sales advice?” I didn’t hesitate: “Start with the problem you solve.”

Lots of early-stage founders have never done sales before… and it’s intimidating!

How do you know who to talk to, what to say, or to know if an opportunity is real?

Start with the problem you solve.

It’s easier to talk about your solution. It’s more fun to talk about the impacts you deliver.

But you need to start with the problem.

Why?

1. It Helps you Evolve the Product

The most important thing about your product is that it matches an important problem.

If it does, you have the chance to build something that adds value.

If it doesn’t, no matter how good the product is, it doesn't matter.

So start sales conversations by talking about the problem. No matter what happens after that, you’ll learn something about what problems people in your market have.

2. It Helps You Decide who to Talk to

There are TONS of people you could reach out to.

The natural thing is to talk to people that are easy to talk to. Your investors can set up a meeting with XYZ, so let’s talk to them!

Don’t talk to people that are easy to talk to. Talk to people with the problem you solve.

People only buy if they have a need. Needs come from problems. Go looking for your problem and you’ll find your path to growth!

3. It Helps You Know if a Deal is Real

Established companies LOVE talking to founders.

Sounds good, right? One catch: They like talking to founders even if they don’t really intend to buy anything.

Talking to founders makes them feel innovative. They’re in touch with the latest development, they’re absorbing the latest ideas.

And you, as a founder, are an impressive person to chat with. If you weren’t, you wouldn’t have gotten funding!

But you’ve got to separate the people who are curious from the people who might actually buy.

The people who are just curious will agree to talk again and again and again.

And then not buy anything.

If you start by aligning on whether they have the problem, you can tell whether they’re a tourist in startupland or whether they actually might make a purchase.

The takeaway: Start with the problem!!