Goals and the Cadence of a Sale Per Day

One of the milestones I really like as an entrepreneur is signing an average of one new customer per day. A new customer every day means that the the business is starting to take off, there’s product/market fit, and the basis of a repeatable customer acquisition process is in place — all critical ingredients of a successful company.

Of course, the cadence of a sale per day can vary dramatically based on things like typical sales cycle, average deal value, and more. A small ticket sale business (e.g. under $500/year) will usually achieve the milestone much sooner than a larger ticket sale business, everything else being equal. There’s no set amount of time for this milestone, but it’s often within the first few years of a startup.

Another benefit of signing a new deal per day is that there’s a volume of customer-generated information that really informs the business as to what to do next. Whether it’s information from customers as to why they chose the product (sales and marketing info), to feature requests (product management info), to bug reports (support and engineering info), primary data helps make for more informed decisions. Product usage is oxygen for software.

The next time you’re making a series of goals, consider adding the cadence of a sale per day to the list.

What else? What are some other thoughts on the cadence of a sale per day?

3 thoughts on “Goals and the Cadence of a Sale Per Day

  1. David, this is a great. I have seen some sub $25m companies sign up as many as 100 customers a day. But on the flip side, I never see software companies, a couple years into it, signing up enterprise six figure deals knocking down 1/day. I think the important takeaway in your message is 1) show positive momentum and 2) have goals. Thanks for all the great content.

  2. This is the holy grail for a startup to reach. Once this starts to happen the multiplier effect is immeasurable. The positive energy your sales force has, the number of referrals you should be getting from existing clients, and the constant tweaks given to developers from user feedback.


  3. David:

    Great point…I have always held the belief that if it can be sold once, then replicated, growth will follow if we figure out how to improve the customer experience/service, the process and the product.

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