This is also why one of the most powerful bits of advice I've ever picked up from HN is Paul Graham's (paraphrased) "if nobody makes fun of your crappy product when you launch it, you waited too long to launch". For a lot of developers, the resistance to sales shows itself in a strong feeling that the product isn't done, isn't ready. The Steve Blank process is a pretty good antidote to this.
Also: startup hipsters and MBA types will talk down cold-calling, but I have a friend hustling a pretty complicated product right now and I have watched him make cold calls work. Again: wince, then jaw drop. Then learn.
My first company was an ISP that we started with a $40k seed investment, out of a basement. I literally sat down with the phone book and started phoning companies to people to host web sites with us. This was in '95, and many of the people I called did not even know what the internet was, much less had any idea of why they'd want a website, so it was a difficult proposition.
All I knew about sales, I knew from a one day course and two weeks experience doing calls for a charity.
My main takeaway from said charity, who had professionalized extracting money from people, was that if you worry about your product, you don't understand; when you do cold calls, it's 99% about emotion and gaining trust. They'd even diagrammed out how you wanted the person on the other end to feel at any stage of the call.
And it worked, scarily well. Despite the fact that I'm an introvert and was painfully shy and lacking in social skills. I winced before making every call. I'd sit there and have to breathe to calm myself before dialling even the first digit.
Way too often when people complain that their product isn't ready to sell, it's because they try to sell it on price and feature bullet lists without building any kind of rapport and trust first. That's hard enough in person, when people have far more to judge you on.
But if you cold call, if the person on the other side does not trust you, you could not even get them to accept cash from you for free.
If you don't get them excited about you, no feature list in the world is going to get them to buy it from you, because all their defences will be set to "full nuclear deterrent".
But if you get them to trust you, they'll often go out of their way to give you all the information you need to successfully sell it to them. Sometimes that mean you go away with a list of changes you need to make to your product because you genuinely wasn't ready. But if you get people to be excited about you, sometimes you can even get them to pay for some of those changes as custom development.
Modern, top-tier MBA programs are increasingly driven by entrepreneurship, and less by traditional, hidebound business courses and corporate line-management skills. A lot has changed, and much of it changed in reaction to the embarrassments of the late '90s. Furthermore, engineers make up an increasingly large percentage of MBA cohorts these days; the old MBA/engineer dichotomy could use a refresh. The two skill sets -- engineering and analytical business strategy -- are often quite complementary. MBA programs have recognized as much, and today, being an engineer is a serious advantage in an MBA curriculum.
That's not to say you won't find your fair share of entitled, naive, or opportunistic MBA students in any given program. They're still around. But their numbers are dwindling, because many industries (finance and consulting notwithstanding) have realized they don't want that type. In time, these people will become the exceptions, and not the rule. That may already be the case at many MBA programs.
I'm not here to play apologist for the reputation MBAs have earned in the tech world. A lot of it has been deserved. At the same time, a lot of it is no longer as fair or accurate an assessment as it once was.
I'm an "MBA type" running a very early-stage startup and I am only too painfully aware that cold-calling is the way forward to get our first few hundred sales. Somehow we spend so much time reading about digital marketing, and optimising this sign-up flow, and A:B testing this and that, that we forget that a significant number of users can be persuaded to use your product just by being compelling and enthusiastic.
6 months in, we're doing more revenue each month than we did all of last year.
If you're an MBA with a CS degree, or even simply someone who has actually done your share of boots on the ground dev work, this attitude probably doesn't apply to you. MBAs have a perception, rightfully so I think, of not really understanding what happens to turn all of their great ideas into working software. There's also nothing like company wide (or god forbid, external) emails promising features by a specific date without having consulted developers on timelines, or worse, having consulted them on the timeline without taking into consideration that it requires moving everything else they're working on down the line to meet that deadline. "Oh, it's just adding a textbox here, plugging it into a formula, and spitting it out over here here and here, how hard can it be? An hour tops."
Pre-product, when customers would say "Yes, I would buy this," we asked them to sign a non-binding LOI to that effect.
Nowadays, if a prospect says they'll buy when we have feature X, we ask them to sign a modified customer contract that says they don't have to pay until we mutually agree that the feature is done.
It has saved countless developer months spent on features that were not the real reason the customer didn't want to buy. And it sometimes causes the prospect to start saying, "well, actually, the issue is..." and then you can get the real feedback.
The key is to keep following up with questions until you arrive at a point when they say "and yes, then we'd buy"
See more about it here if interested:
At least with No, you get feedback and that is valuable. The only way you can get to "no" or "yes" is by pushing the customer to give you an answer and people in general are hesitant to be that pushy.
And if you are a cofounder, whether technical or not, you are a business person first. If you aren't sharing your opinions on the best way to sell to your prospects you aren't doing your most important job as a founder.
I didn't start making significant sales in my businesses until I learned to stop focusing on the tech stuff and just throw together a manual process and start working on selling.
I did just this with a startup recently, and the feedback we collected was immensely helpful and very insightful. For those interested, I wrote about it here: http://www.gkogan.co/blog/usability-testing-case-study/
Two other co-founders where obsessed with doing this type of shit.
Otherwise you are just throwing darts blindly and hoping they hit.
A lot of people would argue that this is a key part of understanding your market. If you don't have a such a list, it probably makes sense to hustle, cold-call, talk to people you know closer to the industry, etc (i.e., exactly the same steps people are describing as "sales") to get one.
Using outsourced lead gen. is great if you can describe exactly how their staff can identify what makes a good lead, and can follow them up closely to give feedback about which leads were good and which weren't, and why. But unless you've done the whole process yourself first, you're unlikely to know exactly how to best instruct them.
Ah, the Hollywood launch... (http://gettingreal.37signals.com/ch13_Hollywood_Launch.php)
At least for the first users, you should convert them yourself, making them want to buy/use your product even before they visit your website. This way you have face-to-face conversation and feedback. This way you will learn about strategies to sell that work. This way you don't go nuts on AB tests e SEO optimization when you only hundreds of random visitors.
Very early on, of course the single most important thing is talking to users. You may not even have a website at that point. But once you're past that -- even at the point of getting dozens of somewhat target users per day -- why not leverage the site to convert while you sleep or while you do more one-on-one outreach?
Only after you know, from personal experience and buying customers, what specifically make you sell more, then you go on thinking about leverage your website.
For example, if i'm about to launch a B2B SaaS app for small businesses- whats the best medium to use for the first customers?
Define which Small Business is your target, select a few, try to get a meeting with the owners. That shouldn't be hard, after all SMB owners are used to sales meetings (they are not used to decide an important buy only through internet).
After a few (10..20..40?) you will know a lot more about your business.
(This of course depends on who you're selling to.)
My background is in marketing, and I'm confused by this parody of a marketer who doesn't know how to gather and apply user feedback to the product and site.
From my experience, the HN crowd knows better. The author is just painting this a black-and-white issue (either you're doing completely oblivious and vague marketing, or you're doing nitty-gritty hardcore sales!). Of course, this doesn't at all reflect what companies are actually doing.
If the gist of the article is "speak more with your users," then I strongly agree with that. If it's "marketing is useless for startups," well that's simply wrong.
When I look at what she describes, I feel that it is simply a repackaged form of customer development. But for a WSJ audience, I understand the need to frame it in familiar terms.
I threw up a poll on my existing site, some people said, yes, they would like a hosted saas version. I then spent 6 months making it - without speaking to anyone further. It's now been 6 months since launch and its just cobwebs.
Speak to people first! Don't waste 6 months or more just doing the 'easy' tech stuff. Found out now that no one actually would be willing to pay for it.
I'm discovering the joys of fast screen-sharing for demos. (I use join.me).
Marketing is the way to get sales. We measure the success of Markteting by sales. It's the whole purpous of it. If the focus on Marketing is not being reflected on sales, then their Marketing Plan is not working. I think it's as simple as that.
The broadness of the audience is irrelevant when it's clear what is the target for your product - everything outside the target shouldn't count.
It all comes to the hold saying: if you want to please all, you end up not pleasing anyone.
If a founder doesn't understand the sales funnel and how marketing integrates with that approach, then they are not being mentored properly. If they are doing marketing spending without measuring the conversion rate, they're probably tossing money out the window.
If you do marketing first, you're putting the cart before the horse.
You should do sales manually first before you try to automate it away with marketing, because the feedback you get will give you extreme leverage in your marketing later.
I tried lot of things to get the word out like facebook marketing, adwords, email marketing, exhibition, brochure distribution, regular updates on facebook page, deals having upto 30% discounts, spying on twitter for competitors and their customers to see what kind of conversations they are having and what they are doing, regular updates to website for look and feel as well as making it faster and faster.
I reached few affiliates but they were asking for upfront money so I stayed away.
The site was launched about 9 months ago and I have zero sales so far, that is making me sad and sometimes I lose my moral as you can see I have done lot of work. Spent countless hours during day and night. I am not sure what I am missing.
Next things I have planned to do are - SEO, print advertising.
Any help that would result in sales would be greatly appreciated.
Go find some actual people and convince them, yourself and in person, to try the site. Watch them try it. Ask them if they want to buy. If not why not. Expose yourself to that direct feedback.
1. It seems like your target market is Indian women in USA (guessed based on prices in $) IMO this is still not a niche market. Is your target market Indians who immigrated to US or born here? What age group (working moms vs students)? Why do they need these clothes (casual wear vs Indian parties vs weddings, etc.)? Does your target market live in major cities (like Bay Area) where there are a few offline options available or do they live in remote locations where the nearest Indian grocery store is 50 miles away? Or maybe I am completely wrong and your target market is non-Indian women in US.
2. What did you learn from driving traffic to the site? I see that you listed phone numbers, did anyone call? I would highly recommend using Olark/Zopim and actively chat with people who click on your ad campaigns to ask them what they are looking for.
3. Checkout IndianRoots.com. It is owned by NDTV, the biggest USP they have is free world wide shipping and I know a few people who have already used it. Not sure if you can compete with them on free shipping , but worth looking at.
And as the article says, talk to your users. Running ad campaigns work to drive people onto your site but you'll have to talk to your users to find out what are their pain points and what do they need.
1. My target market is USA, Canada, UK, Australia and new zealand. There are lot of indians living in these countries. I think it is does not matter whether they are immigrated or born in a foreign country as long as they like indian clothes. I have seen lot of non-indians too wearing indian clothes but the percentage would be very low for obvious reasons. My target age group is from 16-45.
2. No calls on my US number but few calls on india number but they did not got the number from site
3. I know indianroots.com. I am also offering free shipping. I think they have advantage of being a big media house like money, plenty of access to media, lot of current customer base
4. I have newsletter based discount on top of site but only 4 people signed up and no one validated their address. I have live chat also but no one initiated it. I will look into your recommendations.
I will change my chat software so that we can talk with users as they browse through my site. I will offer another feedback based discount to see what they are saying abt my site, if they fill up the form.
my site is unknown\new may be that is why people are not buying anything from me.
I know nothing about your industry or product, but this seems pretty broad. You may want to focus on a specific part of one of those countries at first --- at least as you try to build up sales.
Thanks for taking time to share your thoughts.
Your problem is simple, your traffic is low.
I just checked my sources and it seems you get an average of 22 visits per day.
Assuming at least half of these are yours, it's obvious you're not getting any sales.
Don't focus on anything related to design, A-B testing, complex in site chat, etc.
Think of it like this, if your shop is located in a hidden alley, and only 10-20 people visit it per day, you can't expect to make any sales, much less get any useful feedback from A-B tests.
There is obviously stuff you must fix, as the images and the logo, but focus on getting customers/sales.
Some good suggestions are:
-Sell through your social circle.
-Get partnerships with blog owners.
-Post about your deals on related forums.
I cant see your site not making sales if you have 1k visitors per day, regardless of all the stuff other users suggested.
From google analytics, i see my homepage bounce rate is 45% which is not bad. People have visited contact us page but no one contacted us. Avg. spend time by visitors on site is around 7 mins.
I have tried my social circle also and my friends have also spread the word. My price range is between $60 and $700. With that wide range I should have few sales by now but no.
Someone is offering me a huge email list have email addresses of indian professionals like doctors, engineers etc. I am skeptical to buy this list as the word out there is do not buy lists. The sellers is saying list is authentic and they update it every week.
I like your idea about forums and partnership with blog owners. I will act on it soon.
Thanks a lot.
Well, all the pictures are from the neck down. Is that strange? The prices are inline with what my fiancee's friends mail order magazines say, so not out of the ordinary. As far as style, I haven't a clue, it looks nice, I guess.
My fiancee has a lot of very close Indian friends originally from Canada and I have a lot of co-workers that are Indian. I see Indian dress here and there, mostly at parties and special occasions. The big question here is could I see any of them in those pieces?
Answer: No. It's just too expensive to justify. In the US, these are special occasion dress at these prices. These seems to me to be clothes you buy after a promotion or a big test. We are not exactly poor nor wealthy, household incomes are in the 80 to 120k range. Also, your site does not tell me that what I am ordering is a special occasion. It looks more like a site like alibaba or for computer parts.
Take this with a grain of salt: I am not your customer and do not order from you and likely never will. My advice is useless effectively.
There are lot of clothes in range from $60 to $150 so I do not think everything is expensive. Please correct me if I am wrong.
Thanks for your valuable time
I personally think there's a lot going on with the website. Almost like you're selling too many different clothes. If you can cutback somehow or focus on an area, that could be effective.
Also, you really need to highlight the FREE SHIPPING. That's a major seller for many people, even if others are offering it.
I will highlight free shipping and offers in a non-obtrusive way.
Thanks for taking time to share your valuable inputs
I agree willth another poster in this thread: you should go where the shoppers are! Listing your product on eBay will drive way more interest than hosting your own site at this point.
There is a software also for this which will let you choose the model, model's pose and dress. I need to find the cost of software and work involved.
2. Live chat: it asks me to fill out my name and email, and then says "Offline". That's bullshit.
Let's get something straight: You have zero customers. You have zero sales. You have one job: that bar says "online", and has ZERO barriers to chatting with you. You make that thing go instantly into a chat bar (no email barrier), and pipe every single thing written in there to your phone. From now on, you are 100% online. If you get a chat at 1am, you answer those questions. Watch this: https://www.youtube.com/watch?v=e7Qh-vwpYH8
2. If you visit utsav.com or fashionforyou.com then you can find stuff for less as compared with my site but you can wear their clothes only 2,3 times after they will get worn out but not my clothes. I am not defending myself just sharing my experience. Have you visited meenabazaar.org
they are more expensive than me.
Live chat is offline because I am at my full time job. I like your idea about phone hook. I will implement it.
Thanks for your great comment
I know my idea is not fully there yet but I got a prototype made. Please visit here - http://atlers.com/janjua/custom.html
the site is slow as it is a test server.
edit - I just figured out it is the menu that is spitting out the messed up urls. Thanks for pointing it out
Yes, indian women clothing as I currently can't compete with macy's , banana republic and guess by solely selling western clothes.
We have dresses, indo western clothes besides traditional indian clothing.
We have a physical store in mohali, India too.
Lot of people tell me the clothes are expensive but there are sites selling same kind of clothes between $7000 - $15,000. My margins are around 5% - 7% after giving 30% discount so bringing prices more down would be a financial suicide.
1) Your images are too compressed. The artifacts make it look low quality, like I shouldn't trust the site. If you are selling upscale clothes, you should make sure your images reflect that. Maybe use PNG instead of JPG?
2) The logo on the top left is kind of small and doesn't really stand out (black on white). Perhaps use a different color? Also, the font you used makes it look like you made the logo yourself. I don't know if you did or not, but it doesn't match up with the upscale clothing you're selling. I know there are websites where you can make your own royalty-free logos (google "logo designer" or something), look into one of those maybe? And perhaps try to pick a more distinctive font, maybe something that isn't in a standard install of Word, so it stands out.
3) I have to scroll down all the way to the bottom of the page (had to press spacebar 4 times!) to see actual clothing you have for sale. Most people never go below the fold and would have no idea what your website sells (especially since the name doesn't immediately reflect Asian-inspired clothing). Your name doesn't have to be related to what you sell (just look at Amazon), but I need to be able to immediately figure out what stuff you do sell when I first hit your homepage, either via the logo or pictures of actual stuff for sale above the fold.
4) Related to the previous point, why are the category pictures so huge? I'm on a 13" Macbook Air and all but one of them are larger than the viewport (since you keep the header stuck at the top). I would suggest making them much, much smaller - one or two horizontal rows with 3-4 square category icons). Or cut them down to half the size they are now and move them below the Top Sellers + Featured rows.
5) Your titlebar text doesn't say anything about the site. Good place to put more information about exactly what kind of clothing you're selling (will also help with SEO). Even as simple as "Janjua Clothing - Indian designer clothing" or "Janjua Clothing | Indian clothing | Designer clothes | Affordable prices" or something like that.
6) Your site is very busy right now. If you've tried every marketing tool in the book and you still have no sales to date, perhaps it's time to consider a wholesale redesign. It looks like you're using some type of eCommerce plugin or CMS...do they have any other themes you could use? Perhaps something drastically simpler that maybe only focuses on 1-2 items in your inventory that you know sell well (based on other sites or locally in B&M stores or whatever)?
7) Take a look at other ecommerce and clothing websites and see what design stuff works for them. Rakuten, Blue Nile, Zappos, Dollar Shave Club, etc.
Again, I'm not a woman or a web designer or anything like that. Just a normal dude giving you honest feedback on my first impressions. Hope some of this helps.
EDIT: One more website I just stumbled across: http://www.buffalobottlecraft.com/#products - super simple, one high-quality picture at the top and then 8 products for sale, all shown on the homepage. This is along the lines of what I'm suggesting your website could look like. The most important thing is that this website looks trustworthy. I would feel comfortable buying something from this website. Your website doesn't do that for me yet (sorry, just being honest), so even if I were in your target market, I would hesitate before buying. A good design is invaluable in conveying trust.
So now we are talking here is my response -
1. I compared each and every image after compression with actual image and compressed image. I used a compress ratio where it was hard to see the difference between those two image types. May be my eye sight got weak after all this work :-) . Now you all are saying, I am ready to revisit compression.
2. I designed the logo in ms paint :-( . I will replace it. I have an idea.
3. Sorry for your bad experience. My home page design inspiration came from http://www.bananarepublic.com/ and www.Guess.com . Could you please visit www.Indianroots.com and let me know if you find their homepage more messy than my site? Another reason behind my homepage design was - I want to tell the customer what all we have or what all they can find here on the site. Not defending myself. Just trying to make a decision.
4. The site was designed to be responsive but it is broken now. I got it fixed in test. I just need to apply the update in prod.
5. Great input here.
6. Yes, you are right. I am using nopCommerce 2.80. It is very slow out of box. I have spent countless hours making it as fast as I can but still there is lot of work to do which can make the website more faster. I got the page load time under 2 seconds. I need to test it until peak load times. I will try to simplify the design. I am a .net architect so I was able to use my experience to make the site fast, refactor and all the other good stuff that an engineer can think. It comes naturally you know. I think i have not spend that much time selling the site and that frustrates me. If I look back and see what all i been doing with site - it is mostly development stuff which is not good as I am supposed to work equally as a salesman. On the other side, I think people visit\buy only if the site is fast enough so I am kinda torn in the middle here. I am afraid if I started with another design then it may take my more time as an developer and more delay in staying longer in salesman mode.
7. Will do. I even reached out to retailer like zappos, amazon among others to see if they can host my collection but they never responded back
No worries. There is lot of great insight in your feedback.
I got my product detail page totally redesigned from what it was out of box - http://www.janjuaclothing.com/black-golden-anarkali-suit
What type of feel are you getting when you are visiting this page? Do you feel like buying or it is still scaring you? Please let me know.
Which brings me to your overall sales strategy and a segue into the topic of this HN post - you ought to be selling on various forums, ebay and amazon first. And I dont think you have tried effectively to sell on these platforms because you dont need to write to anyone - these are all effective self serve (e.g. http://www.amazon.com/gp/seller-account/mm-summary-page.html). Again Zappos is a bad example of that claim because their niche is different (footwear).
Do NOT get into self-hosting and using magento, etc at this point. I would recommend to first sell on ebay, cut your teeth, get some experience. Then signup with Shopify (I'm sure someone here can hook you up with a discount code or something). Signup for a 200$ worth of free Adwords and test the waters for paid marketing. Post on Indian forums (especially expat Indian women - like www.indusladies.com/forums/). See if you get your products chewed out.
It's far too early in the game to be discussing load time of nopCommerce.
And please, please spend 5$ on Fiverr.com to get your logo executed better (even if you want to stick with your current Armani-esque design)
Amazon.in asked i must have models wearing my dresses. I think as lot of people are recommending this approach so I should have this going now.
I am not sure if people buy clothes from ebay. Zappos also have lot of clothing collection. I am not sure how much it contributes towards their total sales.
I tried shopify also as they will take care of scalability part also but the problem is it is not flexible. I can only do what their platforms allows.
I am starting on logo tonight. Thanks for forums link. I will check it out.
They definitely do. I think selling on ebay is a good testing ground for you to experiment with different ways to present things.
One thing I have seen people do is sell items on ebay that they also sell from their store, but the ebay price is either fixed at somewhat lower than the store price, or is an auction so it will likely end up lower. The store is linked from the ebay item description. This makes the the ebay item seem like a special deal. It can also bring visitors to your store of course.
I am female and I like the styles! :)
(...not a prospective customer though, since not based in your target countries...)
sorry not trying to sell you anything. If you like the styles then you can buy them. You don't have to be in my current target country and that is how we expand :-)
Anyway, please help spread the word about us by sharing the website with your friends and families.
I will try to find a balance. thanks
For Startups, Effective sales will make your marketing better.
That said, I'm having a hard time making the leap that for some consumer internet products with hefty cold-start issues cold calling is still a viable strategy.
For a product that has no network effect and is useful for the first user (e.g. Google search), sure, I'll buy it. For a product that needs 10+ people to start getting useful (e.g. Facebook), sure.
But for a product that needs multiple thousands of users to start getting useful, how does cold calling still make sense? These 1x1 users would come to your product, say "Um, it's a ghost town.", and then leave, never to return. Wouldn't the founders be better off putting effort into PR (TC, Pando, etc)?
TLDR. I'm not arguing that non-scaling hustle is not important -- I've seen the results myself, first hand. But doesn't the type of product really dictate how effective it will be, and therefore, how strongly should be prioritized over other avenues?
I targeted a low price, sales-free model, until i realized cost is not the key issue, getting feedback is! Hearing what people want and need is crucial! Its the reason why small firms are more nimble, simply because they move fast and are able to change rapidly from the feedbacks they received. Also important is that through talking, I noticed many times, people not only like to share painful experiences, they kind of impart their "ideal state" solution to you which can be incredibly helpful from a different perspective standpoint as well as a imaginative point.
In fact, I would rather spend more time talking to people in person (which I am doing now) than to rub shoulders and network.
Its like delayed gratification. Have incredible amount of pain upfront so there will be less (much less) hiccups later on in development.
Doesn't the 10% growth (but actually just 2 more users) thing sound like vanity metrics? I don't see how 2 more users is that great by making it seem bigger?
Better than nothing, better than non-paying users maybe but it reminds me of a Publishing company i used to work for who once internally touted their 100% rise in video revenue (ignoring the fact they had 5 or 6 times the amount of products released at the beginning of that month and had no video product with a projected profitable lifecycle).
Covering user acquisition in unneeded and transparent vanity metrics seems to me to be unnecessary, especially when you are asking customers for brutal reality.
The point is to set some concrete, measurable goal for the week so that you know you're always making forward progress. I had a boss once that told me the point of Agile & 2-week iterations isn't to be optimally efficient or to do progress reports for the hell of it, it's to make sure you're always progressing forwards in a well-defined direction. The biggest risk for a project or startup isn't really moving too slowly (unless you're moving really slowly), it's going around in circles.
I know I have 30 days to impress and win a new customer and convert them. The most useful tool that I have to help me with this is intercom.io. Their automated time and event based messaging can interact at key moments when I can't always be there. Any time they need me, I am one click away. It is a fantastic platform.
Rejection should not be taken personally most of the time, it is just a signal that you should interpret as your 'hustle' needs refining...
Yes you can secure wipe your phone, but that's tied to the user account. What if you wanted to secure wipe data on the phones or laptops you give you to employees (esp. less technical capable people that lose their phones)?
I noticed that most options only allow encryption and are Windows only. However since most developers us private source control (and BT Sync), your likely not going to lose much work. I know I would feel better if my data was deleted.
What do you think? Give me some of that direct, harsh feedback?
But startups producing social media products, or consumer applications that are freemium or passively monetized will not benefit with sales. They need marketing via PR, social media, or viral mechanisms baked in early on into the app.
Let's not overgeneralize.
In the end, every business model will have a more optimal and less optimal emphasis on sales, marketing, user feedback, etc...
Most B2B and B2C startups may in fact need more focus on sales...but a B2B2C company may find it misleading. If your customer is not your end user, focusing on sales and not marketing can actually be quite dangerous.