Ask HN: How to learn sales?

Most early stage startups don't have a product as beneficial to anyone as they think. So really need to work out the value and make it stand out, increase the value. They say 10x better because of this. Chances are an early stage product's value is mildly beneficial. Mildly beneficial = No sales.

Work out the audience. Go to a slightly less-than-ideal customer = Too much effort to sell or no sales.

OK So once you are at this point you are already equipped to sell. A nice product whose key benefits are clear, and we know exactly how the buyer will use it and benefit from it. I will bet dollars that you are not there yet.

Now all you need to do is help and enable the customer (e.g. integrate your product, make them see the magic by configuring it for them, or give them samples). You must not be salesy, but act as if you are an assistant that works to make the product's value realized for the user. At this point before spending the resources (time) double check this is a serious buyer with budget.

At this point as the user has seen the magic, you can ask for payment. Sales #1 complete.

Do 50 such sales and then you can care about metrics, efficiency etc.

You are correct that after the product is ready the rest is ALL sales (closing deals) and marketing (getting the word out).

Sales people are a unique breed of human. You can tell them to F off and they will show up the next day with coffee, just the way you like it. :)

My recommendation is do the job yourself to bootstrap the company, get some revenue coming in but then transition to find an experienced person who can be your "head of sales". Then you can focus on product and general management. (Unless you want to become a sales professional). A good bonus structure for bringing in new deals is essential. Sales people are motivated by the hunt and payout for success.

There are some good inexpensive cloud CRM tools so that you can stay on top of your sales people, who they are visiting and what they are saying. Weekly meeting with checkups against their sales commitments and their "pipeline" of sales reviewed and pruned by you, is also essential but then let them run.

Small business is like a three legged stool made of Product, Sales (which is external relationship management) and Finance. Almost no founder has all three strengths. Make a team that compliments you and make lots of money.