It’s been a while since we made an episode of Finding Your Venture. We’re back today to answer a really common student question from the course. Essentially the question is, “I don’t feel comfortable selling something we haven’t made yet.”

And it’s a really common thing that comes up as the team is out pitching customers.

I’m going to play this conversation I had with Bob Caspe – and I’m hoping it will re-frame yoru mindset about what’s happening in these early customer conversations. Like, what’s the point.

Remember that ‘Search Selling’ is the term Bob and I use for starting with customer conversations and working backward from there. I’m asking him how to get the most out of these customer conversations and he tells a story that shows where the value is (and where it isn’t)

My expectation for any customer pitch is that you won’t make a sale. But by pushing for one and listening to the customer’s feedback, you’ll triangulate more quickly to a better solution that a future customer WILL pay for.

The clip I played in this episode is part of an entrepreneurship class that Bob and I are teaching together on HeatSpring. It’s called “Entrepreneurial Strategy” and we’re enrolling any of our current or past students into it for free. It’s a fun excuse to reconnect with each other and with people from Babson or Michigan or wherever. If you want to join just send me a note and I will make it happen.

OK, that’s my pep talk. Go talk to some customers!