A founder outlines how sales strategy changes at each revenue stage: at $200K, do founder-led selling with no systems; at $2M, double down on what works and add higher-priced offers; at $20M, stop thinking campaign-by-campaign and build brand awareness across channels; beyond that, only a strong brand sustains growth.
How you get sales at $200,000 is not the same as the way you get sales at $20 million. So at $200,000, what we don't want to be thinking about at all is automation. No automation, no systemization. You don't know what works yet, so for the love of God, don't automate it. What does work at this point is founder-led sales. Whether you're good at sales or not, if it's your business, you should be selling it because you're going to learn a lot. And if you want to get from $200,000 to $2 million, this is when you really got to double down on what's working. It's not about just continue to try 50 million things. Let's figure out what's working. Do more of that. Now at $2 million, this is when we've got to stop celebrating revenue growth just for the sake of revenue growth. What we need to do instead is start focusing on margin and cash flow. What are those high margin sales that are actually dropping to the bottom line? And then if you want to elevate, we have to start thinking about optimizing for long-term customer value. So adding things to the top of the value ladder, that's going to increase that. Now at $20 million, this one we have to stop thinking about campaigns, marketing campaigns, sales campaigns. You should have leaders doing that for you. You got to get out of that mindset. What you're thinking about at this point is expanding the ecosystem as a whole, different channels that you're appearing in, awareness, making sure that wherever your people are, you're there too. And then at the end of the day, if you want to expand beyond $20 million, you got to build a brand. Brand is the only moat that you're going to have. It's the only thing that's going to allow the business to grow and scale without having to keep putting money into it. This is your focus.
