Founders often make the mistake of being afraid to charge for their product, fearing customer rejection. However, charging customers is one of the most effective ways to learn about your business, including whether users are willing to pay and which customer segments are most excited to pay.

Charging for your product shouldn't come from fear of losing customers; it should be based on understanding its value to users.

Many founders think they need to offer their product for free to gain users, but it's often better to charge a price to gauge real interest.

Offering long free trials or pilots can be counterproductive, as customers may not fully commit to using the product. Keep trials short with clear success criteria.

Free trials may seem appealing, but they don't provide the commitment, validation, or revenue that startups need. It's better to seek a commitment from customers instead. We only do annual agreements, but if you're not satisfied in the first 30 days, you can opt out without penalty. This approach protects the customer while also showing our commitment to them.

I encourage founders to practice charging for their product early on. By simulating a transaction, they can become comfortable with the process of asking for payment, which prepares them for real customer interactions later.

In B2B sales, avoid offering free trials. Instead, consider a money-back guarantee or the option to opt out of an annual contract after one month to encourage commitment without the risk of free trials.

In the early days, we avoided free trials to ensure we received feedback only from customers who truly valued our product, which helped us stay focused on delivering real value.

Offering free or low-cost plans can lower the barrier to entry, making it easier for customers to say yes and see the value of your product.