This document provides steps for early sales for a new product or startup: 1. The founder needs to sell their own product as nobody knows it better. Early sales provide validation, market fit, pricing information and revenue. 2. Set up tools like Salesforce, Google Apps, and Grasshopper to track customers and sales. Build credibility on your website by featuring your team and validation. 3. Seed the market by building an email list during pre-availability and using a beta program to generate buzz. Offer free or discounted early access. 4. Exhibit at events to network, refine your pitch with practice, and set up meetings. Do research beforehand to engage effectively. 5

1. How to Get Your First Sales
Glenn Gaudet
President & Founder
May 12, 2012

2. Remember – This is YOUR Job
• Nobody can sell
YOUR product
better than YOU
• YOU need to hear
the feedback… the
good and the bad.
• If YOU can’t sell it.
Don’t expect
someone else to.

3. Role of Early Sales
• For the product
– Validation
– Market Fit
– Will someone pay?
– Are you leaving money on the
table?
– Is it sustainable at that price?
• For you
– Revenue
– Confidence
– Credibility
• Create a “Garden” so you can
harvest revenue beyond your
first sales.

4. Step 1: Get some tools
• Don’t reinvent the wheel. Fill up
the wheel barrel with what you
will need.
• What we use:
– Salesforce – for CRM (Customer
Relationship Management) and
opportunity tracking ($15/month)
– Google Apps – email and
collaboration (FREE)
– Yesware for Gmail– email tracking
($4.95/month)
– Rapportive for Gmail – email
lookup (FREE)
– Grasshopper – toll free
number, forwarding and vmail
($24/month)

5. Step 2: Fertilizer
• Website – Beyond your product
– Important to sell company
credibility
• Team
• Third party validation
• Contact info
• What we use for social & web
engagement:
– Tweetdeck – publishing and
singular engagement (FREE)
– GaggleAMP – social
amplification ($25/month)
– SnapEngage – website visitor
chat ($19/month)

6. Step 3: Seed the market
• Pre-availability – build a list
– ttp://launchrock.com (FREE)
• Use your beta program to get the
word out
– The more the merrier
– Target a representative sample
– Get engagement and use (1/10 at
best)
– Transition to a paid beta
• Free/discounted use
– Seed your product with influencers
• Bloggers
• Podcasters
• Companies that will be a reference

7. Step 4: Greenhouses
• Events are a way to exhibit &
network
– Forces you to refine your pitch
with lots of practice
– LeverageFREE events such as
Mass Innovation Nights & other
startup showcases
– Leverage any “partner pavillions”
• Do your homework before the
event
– Research who will be there
– Reach out ahead of time to set up
meetings
– Leverage “startup areas or
pricing”
– Work the event’s lunches &
cocktail events

8. Step 5: Harvesting
• The hardest part from most
entrepreneurs is to ask for
the order.
• Negative self-talk includes:
• What if they say no?
• What if the price is too high?
– Don’t psych yourself out of
the game!
• Ask for the order and find out
if you have a company.
• Remember - Sell the benefit
NOT just the feature

9. Sell the benefit NOT just the feature
• Example – Gillette Fusion
ProGlide:
• an enhanced lubrastrip with
more lubricants enables the
razor to glide smoothly.
• a redesigned precision
trimmerideal for shaving
tricky places like under the
nose.
• a more ergonomic handle for
better control.

10. Final Thoughts
• If you get frustrated…
sell your product
• If you get depressed…
sell your product
• Selling your product is
the magical elixir that
heals almost all ills of
a startup.

11. Thank you for your time!
Now go forth and sell!
Contact:
– Glenn Gaudet
– President & Founder
– 617.682.0777
– @glenng on Twitter
– glenn@gaggleamp.com