Hiring an expensive, experienced salesperson who can negotiate and close complex deals and then using them for cold calling is not a sustainable way to scale your business, or the best use of your cash.

The issue with closing every deal possible is that it works on the assumption that all customers are good customers for your business. This is simply not true. In fact, acquiring a customer that is a bad fit can cost your business a lot.

We need to stop thinking of sales as a revenue generation function, and start thinking of it as value creation…