[00:01] foreign
[00:03] [Music]
[00:10] School my name is Gustav and I'm a group
[00:13] partner here at y combinator today I'm
[00:15] going to talk about how to go from
[00:16] talking to users
[00:18] getting your first customers here's what
[00:20] I plan to cover today one what does it
[00:22] mean to do things that don't scale and
[00:24] why is this mindset so so important at
[00:27] this stage of your company two how to do
[00:30] sales I'll make the argument the founder
[00:32] should be the ones doing sales in the
[00:34] beginning then we'll cover some sales
[00:35] funnel information and then why is it so
[00:37] important to charge for your product and
[00:39] finally we'll learn how you work your
[00:41] way backwards from your goals and why
[00:43] that's important I hope you've read this
[00:45] article or this essay the most important
[00:47] essay ever written about the very early
[00:49] stage of startups is do things that
[00:52] don't scale by Paul Graham Paul is the
[00:54] co-founder of Y commner he published
[00:56] this essay about the early days of
[00:58] Airbnb Airbnb is perhaps the best
[01:00] example of a successful YC company who
[01:03] got their feet off the ground this way
[01:05] many Founders who never worked for a
[01:07] startup or an early stage company
[01:09] incorrectly believe that all you need to
[01:12] succeed is a good product and growth
[01:14] will take care of itself this is not the
[01:16] case the truth is that good product is
[01:19] very rarely built in isolation but
[01:22] together with your customers and as a
[01:23] result it's not actually that good when
[01:26] you show it to your first customers set
[01:28] this another way
[01:29] startups don't take off by themselves
[01:31] startup takes off because Founders make
[01:33] them take off and you have to manually
[01:35] recruit your customers it's not enough
[01:37] to push a button on an advertising
[01:39] Network this is uncomfortable and
[01:41] Founders continuously find many ways to
[01:43] avoid doing this the most common way is
[01:46] believing that you can recruit people by
[01:48] just writing more code or doing more
[01:50] work on your machine or your robot or
[01:52] whatever you're building I know this
[01:54] from my experience of YC that this
[01:56] actually don't work so why am I talking
[01:58] about this right now learning the
[02:00] tactics of sales is just one side of
[02:03] this uh of of this learning the most
[02:06] important side is just really realizing
[02:09] that it comes down to you it's not just
[02:11] knowing exactly how to do sales in
[02:13] theory but actually doing it and
[02:15] actually wanting to succeed another
[02:17] great visualization is what's called a
[02:19] startup curve this was initially drawn
[02:21] by YC found program and then labeled by
[02:23] Trevor Blackwell and you've probably
[02:25] seen this curve before most companies go
[02:27] through something like this it's kind of
[02:30] like a timeline for startups here's how
[02:32] it goes first you launch these days most
[02:35] companies don't launch on TechCrunch but
[02:37] probably on product hunt or Hacker News
[02:39] or some other internet board the launch
[02:41] energy that you get from this launch
[02:42] eventually starts wearing off as early
[02:45] adopters are looking out for something
[02:46] new if you don't have instant High
[02:48] retention nobody does for what you are
[02:51] building then you'll enter the through
[02:53] of Sorrow this can take a long time and
[02:56] many companies die during this stage
[02:57] they just give up and don't move fast
[03:00] enough with testing new things some
[03:02] startups do move fast enough and release
[03:05] new improvements of their product
[03:06] they'll listen to users and they improve
[03:08] many still don't get anywhere further
[03:10] and becomes victims of the crash of
[03:12] ineptitude it's the founders to stay the
[03:14] course and don't give up that reaches
[03:17] the Wiggles of false hope and eventually
[03:18] the promised land of crack Market fit
[03:20] the learnings we draw from the start
[03:21] curve is that every moment in the early
[03:24] days of startups the founders are the
[03:26] ones that make the difference between
[03:28] success and failures if you are in the
[03:30] wrong Market
[03:31] it's the founders that switch to a new
[03:33] one and if you don't know how to do
[03:35] sales it's the founders who learn so you
[03:37] have to really want it otherwise this
[03:39] won't work all right let's talk about
[03:41] sales and how to do sales first Founders
[03:44] should learn how to do sales you should
[03:47] learn how to do sales because you'll
[03:49] need to learn to know your customer
[03:50] talking to customers and sales are
[03:52] effectively different sides of the same
[03:54] coin and the same reasons Founders can't
[03:56] understand what to build they don't
[03:58] understand what the problem is you don't
[03:59] know how to sell unless you know your
[04:02] customers two learning how to do sales
[04:04] actually gives you full control of your
[04:07] destiny as a startup just like you can't
[04:09] Outsource engineering sales has to be
[04:11] part of the DNA of the founders
[04:13] sometimes you just have to learn it as a
[04:15] result you should not hire a sales team
[04:17] until you know how to do sales yourself
[04:19] only then will you know what good looks
[04:22] like you also can't do sales if you
[04:24] practice bad and you won't know if the
[04:26] product is bad unless you've had some
[04:28] effort in trying to sell it first if you
[04:30] don't know how to sell don't worry you
[04:31] you can learn it's probably the easiest
[04:33] job to learn in startup if you know the
[04:35] problem you're solving if you know
[04:37] you're product intimately if you know
[04:40] the market you are an expert in the eyes
[04:42] of the customer they will want to hear
[04:45] what you have to say finally a love for
[04:47] solving customer problems is really
[04:49] infectious if you're really passionate
[04:52] about solving this problem they will be
[04:54] able to tell if you don't believe me
[04:55] here are some examples of Founders who
[04:57] took on the sales job and learned to get
[05:00] really good at it so Tony from doordash
[05:02] matild from front Tracy from plangrid
[05:05] and Steve Jobs let's get straight into
[05:07] an example so these are the brex
[05:09] founders Pedro and henrique when brex
[05:11] was in wycomner in Winter of 2017 they
[05:14] recruit the first 10 customers directly
[05:16] from the YC batch June YC you have the
[05:19] benefit of being around other startups
[05:21] I.E potential customers the brex
[05:22] founders asked themselves what would the
[05:24] minimum product look like that they can
[05:26] build to be useful to other startups and
[05:28] then they went with strain straight into
[05:30] signing up those customers the first
[05:32] version was very very simple customers
[05:34] just had a virtual credit card and
[05:36] Enrique from brex actively onboarded
[05:38] everyone of the customers himself of
[05:40] course they could have waited until they
[05:42] had a full-blown product a website a
[05:44] Mobile app all of those things but they
[05:46] decided to get going when they have
[05:48] something that was really useful this is
[05:50] how their first physical card looked
[05:51] like this before they had this card they
[05:53] just had a virtual card Rex reached out
[05:55] to the their YC batch and otherwise the
[05:58] companies and this is the email that
[05:59] they sent I'm just going to read a brief
[06:01] portion of it hey guys we're opening up
[06:03] our beta for winter 17 batch friends
[06:05] with the 10 spots for beta users 10 spot
[06:08] this sounds like there's a limited spot
[06:10] so I should take actions brex is a
[06:11] corporate credit card focused on
[06:13] technology companies that's me perfect
[06:15] you're actually writing the email
[06:17] directly towards your customers we don't
[06:19] require a personal guarantee it can
[06:21] underwrite startups who just got started
[06:23] this was the value prop most other
[06:25] alternatives to brex did not have
[06:27] something like this so how much does it
[06:29] cost it's free the merchants are paying
[06:31] us so there's zero Annual fees this
[06:33] seems like a no-brainer I would argue
[06:35] that this email is probably a little bit
[06:37] too long but it did work so let's talk
[06:39] about how to write a great sales email
[06:41] so first it should be short Max 6 to 8
[06:45] sentences the brexit sample on the
[06:47] previous slide is probably too long it
[06:48] still worked but probably too long
[06:50] people don't have time to read long
[06:52] emails if you're coming out of Academia
[06:55] your culture is going to be very
[06:56] different you write very long emails but
[06:58] in the world of sales you want to get to
[07:00] the point and be brief as much as you
[07:02] can two you want to make sure you have
[07:04] clear language no jargon no buzzwords
[07:07] just say exactly what you do and how it
[07:09] works and then three address the problem
[07:12] that the potential customer is having
[07:14] four do not use any HTML formatting
[07:16] write your email in plain text only like
[07:18] you would written it to a friend say you
[07:20] are the founder of the company who makes
[07:22] this product many people forget to do
[07:24] this describe why you and your team are
[07:27] impressive include social proof and
[07:29] remember to show not tell don't say
[07:31] you're an expert don't say how many
[07:33] years that you have been an expert if
[07:35] you're in the YC match if you worked at
[07:37] impressive companies in the past those
[07:38] are other piece of social proof that you
[07:40] can include you won't include a couple
[07:42] of these ones so that the reader knows
[07:45] the source and even if they don't know
[07:47] you gives assign you some authority six
[07:49] you want to include a link to your
[07:51] website the website needs to be simple
[07:53] you have to have information about the
[07:56] product the website should not have a
[07:58] lot of drawings or sort of like paid for
[08:01] graphics you should just have
[08:02] screenshots from your product and
[08:04] bullets about what your product does
[08:06] sometimes it works to send a short video
[08:08] a YouTube video that you can embed in
[08:10] the email that's very easy for the
[08:11] receiver to click on and View and I've
[08:14] even seen people using gifs now those
[08:16] videos and those gifs needs to get to
[08:18] the point right away because the the
[08:20] receiver is kind of intimately familiar
[08:22] with the problem but not really have
[08:23] time to watch two or three or four
[08:25] minutes of a potential solution and then
[08:27] finally you want to include and ask for
[08:29] a call or a meeting or a self-serve
[08:31] whether whatever is appropriate for your
[08:33] company but there needs to be a call to
[08:35] action in the email that you're sending
[08:37] all right let's talk about the sales
[08:38] funnel the concept of sales funnels is
[08:40] really quite easy I think people get
[08:42] confused by the language the sales
[08:44] people are using so I try to simplify it
[08:46] here on the left hand side I call it the
[08:48] founder speak on the right hand side I
[08:51] call it the sales speak these are not
[08:52] going to be perfectly mapping but you
[08:54] get the idea so first you want to make a
[08:57] list of customers you plan to reach out
[08:59] to in sales it's called prospecting or
[09:01] lead generation we'll just call it make
[09:03] it the list and you can use Google
[09:04] spreadsheets or something like that to
[09:06] make this list then we want to send them
[09:08] an email or a LinkedIn message or add
[09:10] them on LinkedIn or whatever is the
[09:12] appropriate way to contact these people
[09:13] after that you want to schedule and run
[09:15] a demo or a meeting from that response
[09:18] to the email and then you want to talk
[09:19] pricing and then finally close them as a
[09:21] customer the last thing which you should
[09:22] not forget is after you've closed them
[09:24] you still need to onboard them to make
[09:26] sure that they start using your product
[09:28] if this is successful and you have good
[09:30] retention that could lead to long-term
[09:31] Revenue if you forget the last step then
[09:34] you will have lots of churn because
[09:35] people don't actually know how to use
[09:36] your product and this is common with
[09:38] early products because they are not easy
[09:40] to onboard in the beginning this is not
[09:42] something you spend a lot of time
[09:43] optimizing so make sure that you do the
[09:45] onboarding as part of this process if
[09:47] you go back to the Google spreadsheets
[09:49] that I'm that I'm making that I'm
[09:51] putting in all the information you
[09:52] should start simple but you should have
[09:54] some Columns of things that you're
[09:56] tracking so industry uh the company the
[09:59] title the name the email maybe the
[10:01] LinkedIn this could be enough to start
[10:03] with a lot of CRM software comes with
[10:06] these categories so these columns it's
[10:09] pretty good idea to kind of use a simple
[10:10] CRM software
[10:12] um to kind of accomplish the same goal
[10:14] but the key thing here is doing this
[10:16] work up front and I've seen a lot of YC
[10:18] Founders that when they are getting to a
[10:20] thousand of these they're like oh this
[10:22] is a very simple task I can actually
[10:24] Outsource this and I think that can work
[10:26] if you know exactly what it is you're
[10:28] Outsourcing storing all this information
[10:30] is going to be helpful for you in the
[10:31] future now I made my list I understand
[10:34] this the sales funnel so who should I be
[10:37] going after and how should I be
[10:38] prioritizing as I'm doing the Outreach
[10:41] here's my most important advice when it
[10:42] comes to sales your first customers
[10:44] should be your easiest this is not the
[10:47] time to bite off the hardest one
[10:49] focus on the easiest ones what I mean by
[10:51] that is you should try to do sales
[10:53] make the sales processes easy for you as
[10:55] you possibly can startups don't really
[10:58] have time to chase every lead there's a
[11:00] lot of leads out there you you don't
[11:02] have to pick all of them you really
[11:03] don't you're so early you can pick only
[11:06] the ones that are the most likely to
[11:07] close the best way to do this I have a
[11:09] big pipeline where that means a lot of
[11:11] people that you're emailing are
[11:13] potential customers and then as you're
[11:15] getting responses and you're getting to
[11:16] meetings start prioritizing those who
[11:18] are the most likely to close you can
[11:21] probably tell from their answers to your
[11:23] qualifying questions during the sales
[11:24] call
[11:25] avoid those who are moving slow and
[11:28] don't be afraid of letting customers go
[11:31] don't be afraid of letting customers go
[11:32] what I mean by that is that if someone
[11:34] is dragging you along two or three calls
[11:36] you can always be like it's been great
[11:37] getting to know you
[11:39] um and I've learned a lot but
[11:41] um we should talk again in six months
[11:43] that's totally fine to say two
[11:45] selling to people you know is going to
[11:48] be easy to selling to strangers so you
[11:50] should take advantage of your network
[11:51] three selling to startups is the easiest
[11:55] category and I've I've learned this On
[11:57] and On Again with YC company
[11:59] specifically the ones that sell software
[12:01] it just turns out that bigger companies
[12:04] have more bureaucracy more processes
[12:07] they even have a specific Department
[12:09] that is in charge of negotiating with
[12:11] you and that takes a long time and
[12:13] startups don't have any of these things
[12:14] because they don't have time to create
[12:15] these things but it's not a priority for
[12:17] them
[12:18] so startups have short decision-making
[12:19] lines you can often find that the
[12:22] decision maker right away as you do in
[12:24] the Outreach and you don't have to go
[12:25] through a difficult process that's why
[12:28] startups are easier and that's why we
[12:30] recommend most companies to sell to
[12:32] startups at least leads me to the fourth
[12:34] Point most people are not early adopters
[12:39] and I keep saying this to the white
[12:40] companies I work with all the time the
[12:42] reason you have to sell send hundreds of
[12:44] emails is not that most of those people
[12:47] get really upset and be like I can't
[12:49] believe you emailed me like I really
[12:50] love this alternative product by hate
[12:52] your product that's not what's going on
[12:53] most people they email are just be like
[12:56] archive they just don't care they're not
[12:59] going to try a new product that comes in
[13:01] through your LinkedIn or your email and
[13:03] they might not be the people that try a
[13:04] new product at all in their career
[13:06] that's most people some other people I
[13:08] remember being one of those people when
[13:09] I worked at Airbnb I would love when
[13:11] founders emailed me with new new
[13:13] products and I would be the one signing
[13:15] up for them so
[13:17] when I worked Airbnb and you were a
[13:19] startup email me was great I am an early
[13:21] adopter I love trying new things I don't
[13:23] mind the risk of trying new things so
[13:26] for every outbound uh to an average
[13:28] company that you send you will mostly
[13:30] like most likely on the average outbound
[13:32] average email average LinkedIn reach
[13:35] someone who is not an early adopter to
[13:37] reach early adopters you just have to
[13:38] send more out by messages because then
[13:41] you don't have time to convince anybody
[13:43] to become an early adopter you have to
[13:45] find Aero adopters and just go for them
[13:47] early on don't worry about everybody
[13:49] else you just don't have time to
[13:50] convince them let's talk about charging
[13:51] it's attractive for you as a founder and
[13:54] for your company to offer your product
[13:56] for free offer free trials or unpaid
[13:59] pilots and these things come in many
[14:02] shapes and forms however if you don't
[14:05] charge your customers they are not a
[14:08] customer and you don't have a company
[14:10] customers paying you money is a great
[14:13] sign that you're providing them real
[14:15] value
[14:15] so you should resist the fear of getting
[14:18] a no because of price
[14:20] instead of figuring out what the price
[14:21] should be if they don't want to pay and
[14:24] you learn this during the qualification
[14:26] process in the first call or the first
[14:28] meeting
[14:29] if they don't want to pay that's a great
[14:31] sign that you should move on to the next
[14:34] customer
[14:35] again fire the ones who seem like
[14:37] they're not good fit move on to the next
[14:39] customers
[14:40] free trials are common for consumers but
[14:43] if you thought about it most consumer
[14:46] free trials ask for the credit card up
[14:48] front and then we forget and then we pay
[14:50] anyway
[14:51] that's because that actually works the
[14:53] best the bdb version of this
[14:55] is a better one than a free trial is a
[14:58] money back guarantee so we charge you if
[15:01] you're not happy you can get the money
[15:03] back in 30 days so 60 days
[15:05] um or even better you have the ability
[15:07] to opt out from the annual contract you
[15:09] just pay for one month instead of the
[15:10] annual fee but you should not offer free
[15:13] trials in B2B sales go for a money back
[15:15] guarantee and go for the ability to opt
[15:17] out instead increasing your price until
[15:20] your customers are complaining but still
[15:22] paying is the right way to go all right
[15:24] let's talk about the thing that most
[15:27] Founders get wrong I've seen as many
[15:28] times but there are a few things that
[15:29] most wanted to get wrong and this is one
[15:30] of them working backwards from your goal
[15:33] with your sales funnel in order to work
[15:35] your way backwards from a goal of say
[15:38] two signed customers you have to
[15:39] understand that each step in the sales
[15:42] funnel is going to have a drop-off when
[15:44] you haven't started sales yet you don't
[15:46] know what these draft off percentages
[15:49] are maybe you haven't done a lot of
[15:50] sales before you don't know what you're
[15:52] not good at maybe you're really good at
[15:54] sending emails but really bad at closing
[15:55] or vice versa you don't know that so as
[15:58] you're sending these outbound emails you
[16:01] need to take notes and start tracking
[16:03] all of these conversions in this example
[16:05] I'm sending 500 Outreach emails or
[16:08] LinkedIn messages I have a 50 open rate
[16:10] that means 250 people will open the
[16:13] email five percent will respond that's
[16:15] about 20 potential customers 50 of those
[16:18] will convert to demo from the response
[16:20] which means I'm doing 10 demos that's
[16:22] pretty good but I'm not that good at
[16:24] doing demos only two end up becoming
[16:26] customers from the demos that's 20 I bet
[16:29] you most of you don't even track this
[16:31] data but you should if you track this
[16:33] data you will have some idea of how long
[16:35] it will take to get to 10 paying
[16:37] customers if you don't track this it's
[16:39] very hard for someone to give you
[16:40] feedback of what's working and not
[16:41] working right it's just like when you're
[16:43] launching a new product you want to have
[16:45] some metrics and some user data to be
[16:47] able to tell if it's working when you're
[16:49] doing sales you want to have this data
[16:50] if you have this data people will be
[16:52] able to give you feedback on what what
[16:53] you're good at and what you need to get
[16:54] get better at my advice is to use a
[16:57] simple sales CRM software that tracks
[16:59] these conversion rates automatically
[17:00] let's look at the same second example
[17:02] this is how it looks like for most
[17:04] startups even the ones that I work with
[17:06] in the batch in the second example I'm
[17:07] sending 100 Outreach email it feels like
[17:09] a lot to me if I keep the conversion
[17:11] rates constant from the previous example
[17:13] I actually end up with zero customers
[17:15] and the conclusion the founders draw
[17:16] after this is that sales is not working
[17:19] for me and I should just do marketing or
[17:21] SEO or something else or referrals or
[17:23] something that sounds attractive this is
[17:24] simply wrong you don't have the data to
[17:26] make that call you did not do enough
[17:28] Outreach to actually get to correct
[17:30] conversion rate percentages in your
[17:32] sales funnel so the answer here is you
[17:34] sent a few minutes too few emails you
[17:36] don't have the data you can't draw the
[17:38] conclusion that sales is not working
[17:39] even though you have serial customers
[17:41] and this is the mistake that funders do
[17:43] on and on and on again so to summarize
[17:45] what I just went through here you don't
[17:47] know your sales conversion rate that's
[17:49] why you need a CRM to keep track of it
[17:51] two because you don't know who is an
[17:54] early adopter you have a lot of drop off
[17:55] in the outbound sales that makes up on
[17:58] sales ultimately a numbers game and
[18:00] successful startups we like this and
[18:01] internalize this three you cannot close
[18:03] five customers from 10 leads it's not
[18:05] possible you need a lot more app on than
[18:07] that a lot more and unfortunately most
[18:10] finders don't work their way backwards
[18:11] from this sales funnel and they don't do
[18:14] this exercise and the result they don't
[18:16] succeed as sales and they don't really
[18:18] know why so a friend of mine from Airbnb
[18:20] Atlanta rashitzki he writes an excellent
[18:22] blog and he wrote a great blog post
[18:24] about how YC and a bunch of non-yc B2B
[18:27] startups
[18:28] um got their sales go to market strategy
[18:31] going I recommend reading this and other
[18:32] posts uh newsletter it's it's one of the
[18:35] best ones I've come across it has a lot
[18:37] of real data that he collected from real
[18:39] companies uh many of them being YC
[18:41] companies so in this example here in the
[18:43] second column Lenny is describing the
[18:46] initial sales motion of some of these
[18:47] companies as you can see some of the
[18:49] early ones like amplitude stripe front
[18:52] they were doing app on sales emails just
[18:54] like the one we described to get started
[18:56] those Founders were doing those sales
[18:57] emails as they get started some of the
[18:59] other ones was called Product LED
[19:01] product LED could mean something else
[19:03] than just doing up on sales but it
[19:05] doesn't mean having a big sales team and
[19:07] it usually does not mean doing marketing
[19:09] or SEO or something else practically it
[19:12] means something that the product itself
[19:13] is is sort of like driving the growth as
[19:16] you're running the demo
[19:18] um your goal is to close your first
[19:19] customers
[19:20] you want to ask a lot of questions up
[19:22] front in the demos and there's the
[19:24] founders who should do the demos because
[19:25] you are the one knowing the product and
[19:28] you know the customer pain points here
[19:30] are three examples of YC emails that led
[19:33] to customers so I'll let you guys look
[19:35] at the details of these afterwards but
[19:37] this is an app on email that led to uh
[19:39] 72 000 a year contract this one LED is a
[19:42] very specific email that led to out
[19:44] Landing a goalie as a customer and this
[19:47] third example here is the one email the
[19:49] same email they got them 22 different
[19:50] customers all right I'm going to
[19:52] summarize this again the biggest
[19:54] mistakes that most finders do is they
[19:55] don't do enough Outreach because they
[19:57] don't work package from the goal
[19:59] believing that something else then sales
[20:00] is going to solve your sales problem
[20:02] Outsourcing sales is wrong you should do
[20:04] it yourself and you need to qualify your
[20:07] customers during your first call here
[20:08] are some of the tools I recommend so
[20:10] there are many many many tools this is
[20:12] perhaps one of the biggest categories of
[20:14] potential things you could use as you're
[20:16] doing sales but I recommend apollo.io
[20:18] close.com formerly called closed.io
[20:21] pipedrive or hunter.io these are great
[20:24] tools that you can use either as a
[20:26] simple sales CRM or Hunter you can use
[20:28] to get contacts or potential people to
[20:31] email from LinkedIn here are two
[20:33] additional resources if some people ask
[20:34] me for books usually there aren't good
[20:36] books but there is actually one that I
[20:37] come across I find really good it's
[20:38] called founding sales and then I also
[20:40] recommend lineage newsletter.com there
[20:43] are of course other ways that you can
[20:44] grow as a startup but the truth that
[20:47] I've learned is that even if you end up
[20:49] with say like Airbnb where the sources
[20:53] of growth is Word of Mouth Google search
[20:56] referrals Facebook advertising if those
[21:00] are the kind of end states of your
[21:02] growth strategy that's not how ambica
[21:05] started they didn't start by running
[21:06] Google sem or Google SEO
[21:08] the referral program did not bring in
[21:10] the first 2000 customers they did things
[21:13] that didn't scale and they looked
[21:15] different than the one they do at scale
[21:17] so a lot of companies are shorting
[21:19] straight into What's called the scalable
[21:21] growth channels the channels that
[21:22] they've heard work which is true at
[21:25] scale but that's not the same thing as
[21:27] when you're getting started so in this
[21:30] slide I'm outlining kind of like just a
[21:32] rough idea of like even if it turns out
[21:35] the Google sem and Google SEO is what's
[21:37] going to work at scale you need to find
[21:38] another place online where these people
[21:40] that you're going to reach through sem
[21:42] and SEO is identifying themselves online
[21:44] right and that might not be the same as
[21:46] Google if you're trying to go after sem
[21:49] which means search engine marketing it's
[21:51] going to be expensive probably because
[21:52] there's competition if you're going
[21:54] after SEO it's going to take a long time
[21:56] if your growth is say proc LED or
[21:59] virality referrals then personal
[22:02] networks selling through your personal
[22:03] Network to your co-workers is the way to
[22:06] get started of course if you're doing
[22:07] sales you should be doing sales it
[22:08] doesn't change very much like early
[22:10] stage sales to to large sales basically
[22:13] means all the things that I just
[22:14] described here
[22:15] done by 100 people in a sales team with
[22:17] more automation more tools more metrics
[22:19] but it's the same thing and if you
[22:21] practice setup to do online marketing
[22:23] it's not usually how most people start
[22:25] why because you can't really easily talk
[22:28] to people you can't learn from users if
[22:32] the first thousand or first-handed
[22:33] customers are brought in through Google
[22:34] and Facebook those people are not the
[22:36] kind of people that you can easily get
[22:38] on a 30 minute phone call with all right
[22:40] that's all I had today thank you
[22:42] everyone
[22:45] foreign
[22:47] [Music]