In this episode, Duane Dufault delves into the importance of understanding the art of selling when implementing a product-led growth strategy to expand into larger businesses. It emphasizes that simply relying on customers to navigate through a trial or app guide is insufficient. Duane suggests that in order to target larger businesses, companies must learn how to effectively sell to them. While acknowledging the value of product-led growth in answering questions and helping prospects learn how to use a tool, he emphasizes that it should be used as a tool rather than the sole selling point. It argues that relying solely on product-led growth can result in high churn rates, particularly for small businesses. To overcome this challenge, Duane recommends segmenting and attracting larger leads and initiating a sales process as soon as they come into view. It advises reaching out to potential customers, engaging in conversations, asking basic questions, and understanding the problems they aim to solve with the app. Additionally, he suggests learning from the sales processes used by small businesses and adopting similar verbiage and language to approach mid-market businesses.