Let customers buy without ever talking to a human - build the entire purchase flow as self-service from day one
Instead of gating enterprise software behind sales calls and procurement processes, build a complete self-service purchase experience from the start. Price low enough that individual teams can buy without approval, offer free trials, and let the product sell itself. This model passes the savings from not having a sales team to customers as lower prices, creating a flywheel where affordability drives adoption and adoption drives word-of-mouth.
When to use
When building developer tools or B2B products where end-users can evaluate and adopt without executive approval. Works best when the product delivers clear value that users can experience in a trial.
Don't do this
Building a great product but gating it behind 'request a demo' forms and sales calls that create friction and slow adoption.
1 Founder Who Did This
Built complete self-service purchase flow from 2002. No salespeople, no custom contracts, no negotiations. American Airlines bought via fax after finding Jira on website. Operated 8 years without a lawyer.