Ever watch the movie Field of Dreams? In it, Kevin Costner’s character says: “If you build it, they will come.” And, honestly, I can see why it’s pretty easy to latch onto this idea — giving you all the warm fuzzy feelings and motivation you need to feel like your efforts will not be in vain.

I often hear startups singing a similar song … “If we build XYZ better, they will come.” But, let me just go ahead and say it — they will not.

Unless you’re a real, true unicorn, there’s so much more that goes into a product or service finding longevity than just “building it.” Perhaps the most important factor? Sales. Sales execution, to be exact.


Why does no one talk about how important sales execution is — particularly for new tech products and startups? You see, the sales department isn’t blinded by their passion for the product or their desire to change the world. They’re salespeople. They (if you have the right team) subscribe to the ABCs model — Always. Be. Closing. They’re in the business of hustling your product or service and helping it reach the masses.

They’re the on-the-ground connection to your customers. And, what could be more important than that?

(That’s not to say that salespeople don’t have product passion or the desire to change the world … but they know their focus.)

And, let us remember, every entrepreneur didn’t have a viable product … until they did.

Once you do, you’re off to the races. Everything changes. It’s all about the customer. Their feedback. Their user experience. Their customer service experience. The relationship they have with your company.


And, let me tell you — there’s no better type of person than a salesperson to work through the why and the how of your product. They’re on the ground listening to and learning from your customers and are fine-tuning their sales pitch to help others understand exactly why they need XYZ and how it will help.

So, whether you’re a young entrepreneur getting ready to grow your team or a seasoned executive looking to strategize a product launch — don’t forget the importance of your sales team. Hire smart. Reward greatness. Embrace the hustle. And … rinse and repeat.