Just Fucking Sell: Part 2

I wrote this a few months back, and thought it would be worth the repost. The funding environment shifted to favor “revenue friendly” companies, and we have gone all in on this philosophy at Graphicly, continuing to grow by subtraction. We have killed more products and features in the past few months than I ever though possible. We’ve added staff, and reorganized the rest. We are truly the embodiment of “build, sell or leave” and the results have been strikingly positive in terms of revenue and user growth. I even grumble less.

Original post below:

Well that title removes any chance that Business Week, Inc, Forbes, etc will pick it up, and that other than Brad Feld and Mark Suster, no one will reblog/retweet/etc, so we can speak plainly.

Fuck yes.

(Just making sure…)

The past few weeks have been really interesting at Graphicly. We have achieved product/market fit, our new product launch has been overwhelming, and there is a clear direction and focus in the company. Revenue is doubling week over week, and our internal mantra has gotten equally clear.

“You are either building, selling or leaving.”

So much has be made of “vanity metrics” and our apparent love affair with them. As entrepreneurs, we are told by the media, investors, and other entrepreneurs that whats cool isn’t $1 million but $1 billion. That Instagram is AMAZING and their 15million plus users are the reason why.

How can we not buy into the importance of vanity metrics, when it seems that the ONLY THING THAT PEOPLE CARE ABOUT is vanity metrics?

Fuck it.

For a company to be successful there are literally only two functions the company has to perfect. Building and Selling. Thats it. Metrics and analytics are only the score card, the reporting mechanism to determine if what you are building will sell, and what you are selling is worth building.

Last rant on this point: Find a metric that is truly indicative of what makes your business go. It may be a vanity metric like page views, or something more interesting like reads/user, photo filters per session, or times my mom shares my baby pictures on Facebook. Find it and love it. Throw out all other charts and graphs. Put ONE FUCKING SLIDE in your board deck/presentation and tell your shareholders if that number is going up or down and why. Any other metric just makes it easier for your investors and employees to tell their friends why the company they are a part of is cool in a dumbed down fashion so others can understand. But DONT CARE about those numbers.
Care ONLY about the metric that proves that you are building something worth selling, and selling something worth building.

Now, about sales.

Both Brad and Mark have written about Grinfucking. Its an epidemic. No one wants to be the bad guy. The working stiff dreams of being involved in that super cool startup with the sick lounge. When he gets pitched by that startup founder in the flannel shirt and Warby Parker glasses, Toms shoes and Charity:Water rubber bracelet on a cool new technology and he doesn’t understand it, then he is full of FEAR THAT HE IS AN IDIOT.

Which makes the awful, awful truth that the prospect will never say no.
Your goal as an untested, unknown founder, who has a product to sell that NO ONE CARES about is to find what about your product makes your users lives better. Read that again. Thats not a feature. Thats not a price. Thats a feeling. Better is a feeling. Sell the feeling.

For enterprise its 99% of the time that you are making your prospect look good to his/her boss. Thats it. Focus on that.

For consumer its 99% of the ego or time. People want to be part of something amazing, or want something to help them become amazing. At Graphicly, we consider our “Content Empowerment Platform” an easy button for authors and publishers. They want their stories seen. We make it so. Its amazing and it helps each one of them show the world how amazing they are. It makes their lives better. It makes them happy. (I hope.)

Instagram makes people happy. Its not the number of users, but the amount of engagement that is what makes them awesome.

Stop getting excited by the “maybes” and “lets have another meeting” responses you get to your product. IT MEANS YOUR PRODUCT SUCKS.
Budgets, approvals, etc are all excuses as to why they don’t want to buy, but don’t want to say no.

If it takes more than a simple presentation of your value to a prospect to get to a verbal yes, YOUR PRODUCT SUCKS. (Ok, maybe you SUCK as a salesperson. But sales isn’t hard if you are a founder. You are just making it hard.)

Get to an answer.

Build, Sell or Leave. It IS THAT EASY.

Finally, about revenue.

In todays funding climate, if you are not thinking about your business in terms of speed to self-sustaining revenue, you are a moron. Seed rounds are, and will continue to be, relatively easy to raise (sub $1mm). Series A investors are now looking for real businesses with real potential. Call it a crunch, call it Jennifer, doesn’t FUCKING MATTER if you don’t have a real business, because you will be called DEAD.

Have a real path to revenue. Test that path immediately. Ensure that its a real path, with the real ability to simplify sales, and go that way. You never want to get in the car, see the path you need to travel, press on the gas and find the tank empty without a gas station in sight.

Just Fucking sell. Your company depends on it.

 
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