David Cummings on Startups

Sell to Customers Before You Build

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David Cummings

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This week I’ve had the opportunity to talk with three different idea-stage entrepreneurs. Two of them are on the right track talking to prospects in advance of the building the product. Unfortunately, I could tell from their answers to my questions that the picture they painted for their prospects was much too vague for their proposed solutions.

Selling to customers in advance of building a product is critical. Here are some tips:

  • Mock up a few screens in a wireframing application
  • Ask general questions but make sure they aren’t leading questions (entrepreneurs love leading questions!)
  • Explain how the system will work
  • Ask for a commitment for them to use the system once it is ready
  • Get at least three commitments in advance of development
  • Work with the committed parties during the development (it’s much better to make it too simple rather than too complicated)

My recommendation is for entrepreneurs to better clarify their product’s functionality with potential prospects before building the actual system.

What else? What other tips do you have during customer discovery?

Comments

6 responses to “Sell to Customers Before You Build”

  1. Ben Dyer Avatar
    Ben Dyer

    Hey, I’ve always said anybody can sell a real product! The real test of a sales force is selling something not yet invented. Don’t let your sales force off the hook too easily!

    Reply
    1. David Cummings Avatar
      David Cummings

      Great point that selling a vision is hard! The co-founders should do this customer discovery work and not abdicate it to a (premature) sales rep.

      Reply
  2. Vivek Avatar
    Vivek

    As a startup when you don’t have a big brand to boast about, a small team (maybe working out of a garage) – do you think you can get a commitment from customers without the actual product in place?

    Would love to have some real case studies / interviews with people who have done it, would be really useful

    Reply
    1. David Cummings Avatar
      David Cummings

      Great questions. Yes, absolutely, you can get a commitment from customers without an actual product in place.

      As for real case studies / interviews, please check out Steve Blank and Eric Reis.

      Reply
  3. Adam Avatar
    Adam

    If your team does not have a defined solution in development, it is important to take time to learn about your customers’ business and uncover pain points where you can add value.

    The best product validation test is to ask for a check.

    Reply
    1. David Cummings Avatar
      David Cummings

      Asking for a check in advance is a huge validation test. Customer discovery is important for everyone but even more important when having less existing domain expertise.

      Reply

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