The “build it (product) and they (customers) will come” mentality is unreliable and should only be utilized in the Field of Dreams. Growth occurs only with the proper mix of product, positioning, and sales; however, start-up firms often lack the experience necessary to build a successful sales program.

Statistically, only one out of five sales hires will be successful unless you have a great deal of experience hiring, mentoring, and training salespeople. At an early stage, it is unwise for a company, without significant experience and capacity in this area, to spend their time hiring entry level or mid-tier business development managers.