When you are the business.
WHAT ADVANTAGES YOU HAVE
You know the product entirely You can decide immediately Buyers value speaking to the principal
WHAT DISADVANTAGES YOU HAVE
Emotional attachment to the product Difficulty hearing criticism Limited time Reluctance to discuss money
WHY ATTACHMENT IS A PROBLEM
It produces defending rather than listening.
WHAT TO PRACTISE
Asking about problems rather than describing solutions.
WHAT TO DO ABOUT CRITICISM
Treat it as information about the product.
WHY
Early customers tell you what to build.
WHAT TO RESIST
Agreeing to build anything requested.
WHY
It fragments the product and delays everything.
WHAT TO DO INSTEAD
Record requests, and look for repetition.
WHAT TO BE DISCIPLINED ABOUT
Time spent selling.
WHY
It is displaced by building, which feels more productive.
WHAT TO PROTECT
Regular hours for it.
WHAT TO DO ABOUT DISCOMFORT WITH PRICE
Recognise it as yours, not the buyer's.
WHAT HELPS
Knowing what the problem costs them.
WHAT TO DO AS YOU GROW
Document what you do, so it can be taught.
WHY
Founder selling does not scale, and the knowledge is only in your head.
WHAT TO RECORD
Questions that work, objections heard, what closes.
