Attention Solopreneurs: Sell In Fewer Places!
Solopreneurs should ignore most sales channels.
I’ve managed multiple businesses in tech that, at some point, used every common sales channel (direct, indirect, offline, and online). I’ve learned, most of these will ruin your business of one. Here’s why.
⏩ #1: You need to move fast!
Selling your product through indirect sales (dealers, distributors, franchisees, physical retail, resellers) requires too much comms and coordination. Your business will move slowly. Plus, you give up control of the final customer experience.
🔑 #2: Move without permission.
The further you get from the customer, the more margin you sacrifice. That’s not a deal breaker, as you can make it up in volume. However, you do give up control. Gatekeepers get to shape how you create and sell your product. That’s a deal breaker for me.
🚚 #3: You should spend your time on delivery.
The time you spend on high-friction sales channels takes away from delivering and improving your product or service. That’s where you’ll create more value — even for “build once, sell twice products.”
Acknowledge when you’re giving up leverage when choosing sales channels that aren’t built for solopreneurs.
I choose digital businesses that sell solely online.
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