Article · ~20 min read

AMA with Steli Efti: Pricing, Selling and Building a Sales Team

Steli Efti · Stripe Atlas Free Intermediate

Steli Efti built Close by doing founder sales the hard way, and here he answers the blunt questions founders actually ask about early selling and pricing. His central point matters for your first ten: charge more than feels comfortable, because underpricing hides whether people really want it. Short, practical, and free of jargon.

  • Charge more than feels natural, cheap pricing masks weak demand.
  • A cold email must instantly answer who you are and why you picked them.
  • Persistence in follow-up separates founders who close from those who do not.
Open on stripe.com ↗

It answers 2 questions

  1. How do I actually get my first 10 customers when nobody has heard of me?
  2. Should I use my personal email and name or a company address for cold outreach?

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