Article

Your first 10 customers

Patrick McKenzie · Stripe Atlas Free Beginner

A calm, practical guide to founder-led selling from zero, built around the idea that you close early deals through warm introductions and by making the ask yourself. It is honest that your first contract will be messy and the customer will want something different, which frees you to stop polishing and start asking. Good starting point if selling feels foreign and you want a clear sequence.

  • Warm introductions convert far better than cold outreach for your first deals
  • Sell to people who have bought similar things before and can actually approve a purchase
  • Do not wait for a perfect contract or pricing before closing the first one
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The question it answers

  1. I keep getting warm interest and 'this is great' but no one pays. How do I turn the first yes into money?

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