When it comes to sales entrepreneurs and salespeople often have the wrong end game in mind.
Their focus is on closing deals. And if in a startup, their end game is to close those deals as quickly as possible to develop enough momentum to convince investors to back them at the next financing round.
This is the right thing to do for the time. Well, sort of.
When a startup cracks to sales code for their target market, sales processes can scale and that means much-needed revenue can be generated.
The only issue is that most sales operations that have this endgame in mind (scaled or not), leave value on the table.
The punchline is that they miss out, forget about or de-prioritise the final step of selling: Turning each new customer into an advocate.
Word-of-mouth marketing is born at this step.
I think about it like this: Close a deal means you get paid. Closing a deal and turning a new customer into an advocate instantly increases the likelihood of another sale.