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Element 8. Closable Customers > Score Elevation Tactics

Score Elevation Tactics

If this score is low, pick up the telephone. Talk to some prospective customers. Inquire of the market. Determine if you can state the case in a succinct manner, from the heart while you look them in the eye. Can you create a user group? Can you afford to issue some stock warrants to charter customers? There are few effective substitutes for direct contact with the market. Trust that any professional investor will reach out to the customer community to weigh the depth of demand before they allow their enthusiasm to bloom. Save him or her the trouble and attach a purchase contract[1] or two to your presentation panels.

[1] Or written expressions of interest or best of all, their checks. Don’t laugh—it actually happens.

Dr. Market’s Observation:

While attaching shares of stock to the very earliest of customers, particularly big ones, can be a useful tactic, please be very careful about how much equity you spend to kick start your business. If cash is king, then equity is queen. Treat your shares as if they were the crown jewels because someday you will be selling them. The point is that if you do not spend your cash and equity wisely, you may not be able to make the business a success.



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