The first years of a startup are the hardest, as it is make-or-break time.
In trying to sell a new tech idea, product, or service, many startups follow the classic path of building a sales team from day one — with salespeople, key performance indicators, quotas, commissions, conversion rates, and so on.
But if you’re selling something unprecedented, the classic approach to sales won’t always work. You need salespeople who not only know how to sell but who have the vision, understanding, and knowledge of technology to make the case for something potential customers don’t even know they need yet.
In short, what you need are actually those who know the company’s technology well to go out and sell.