"The art of selling," Doug Levin, from Blackduck Software

Doug Levin, serial entrepreneur and founder of Blackduck Software, gave us a talk about the art of selling and how important is for a startup to have sales people with experience. He mentioned that you sell to customers because they have greed or fear. His company Blackduck sells against fear and pricing here is tricky. He mentioned an anecdote about his first sale at Blackduck: He thought that he had selling skills because he had already managed a P&L at Microsoft, so he managed to sellt his first product for a specific amount of money. Then he recruited a VP of sales who sold the same product for 20 times more!