Creating innovative products is just the first step. To succeed, you need to sell them effectively. Many founders love technology, but they often prefer focusing on product innovation and avoid sales. Here’s how to improve your sales:

1.  Good distribution is essential for effective sales. It’s not just about the sales channels but also how you organize and put effort into selling. Consider each client’s potential before deciding how much effort to invest.
2. For example, at Palantir, where the author worked, large sales brought in millions of dollars, and the CEO personally handled them. But for businesses with smaller sales, the CEO might not handle each sale. A strong sales team can represent the company effectively.
3.  Use sales strategies to build strong relationships with clients and reach customers. It’s not about manipulation but understanding how your product is best marketed. Some products benefit from viral marketing, while others need traditional advertising.
4.  Start with a small budget and try different approaches with reference customers. If an approach works, expand it to larger customer groups.

In simple terms, it’s important to balance product innovation with effective sales and distribution strategies.