Sales Channel Drives Business

A framework for choosing business ventures based on sales channel expertise rather than product category. The key insight is that entrepreneurs spend most of their time on sales/growth, so pick businesses that align with your preferred sales methods.

Core Principle

• Choose businesses based on how you'll grow them, not what you're selling
• 90% of time is spent on sales/growth, not the product itself
• Match business model to your preferred sales channels and methods

Common Mistake Entrepreneurs Make

• Picking business ideas based on passion for product category (e.g., "I love basketball")
• Not considering the daily reality of how they'll need to sell and grow
• Getting stuck with sales methods they don't enjoy or aren't good at

Framework for Choosing Sales Channels

1. Identify Your Preferred Sales Channels

• List sales methods you enjoy and are good at
• Rank them in order of preference
• Focus on channels you can sustain long-term

2. Match Business Models to Sales Channels

• Find businesses that naturally fit your preferred channels
• Ensure growth strategy aligns with your strengths
• Avoid businesses requiring sales methods you dislike

Example Sales Channel Preferences (Shaan's Rankings)

1. Podcast Mentions

• Easiest sales channel
• Leverages existing audience trust
• Natural, authentic promotion

2. Facebook Ads

• No personal interaction required
• Scalable with push of a button
• Data-driven decision making
• Can scale successful ads with more budget

3. Cold Emails

• Proven track record
• Can train others to execute
• Systematic and repeatable

Key Takeaway

• Success comes from mastering one sales channel rather than constantly switching between many
• Most successful people stick to their proven sales channel across different businesses
• Being a master at any growth channel is extremely valuable