Last Friday, I had the honor of speaking on a panel at the MIT Sloan Sales Conference, alongside Peter Levine (MIT, Andressen Horowitz), George Roberts (ex-Oracle, OpenView Partners), Jules Pieri (The Daily Grommet), and Lara Shackelford (QlikTech). No one has ever taught me sales formally, but I find it fascinating and have the privilege of working with several ex-sales guys at Highland. I also find myself on the receiving end of multiple pitches each day, so I have begun to envision raising money as a sales process itself.
There are many similarities between selling product and raising money. Both require progression through a sales funnel, which starts with lead generation and ends with a close. Also, both require aggressive time management and the constant re-allocation of resources towards the most promising leads. Finally, both suffer from a classic adverse selection bias, wherein what is easy is not what is desirable. Put differently, VCs often want what they can’t have. Managing their level of interest lies at the heart of the sales process.
The metaphor, however, is not perfect. Selling a customer and selling a VC differ greatly in one respect:
Customers buy product. VCs buy stock.
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