Many sellers overlook fundamental selling principles, but salespeople must learn the importance of a strategic network for business and career success in order to become proficient in our jobs.  Judy Robinett is an advisor to Springboard, an incubator that helps women founders, with great statistics of 19 IPOs and 165 strategic sells. Judy loves educating people and meeting entrepreneurs and helping them with connections.  She wrote the book, How to Be a Power Connector, a bestseller in 2014, and she recently published another book called Crack the Funding Code: How Investors Think and What They Need to Hear to Fund Your Startup. It’s a book that tells us how investors think and what they need to hear to fund your startup.  The beginning Judy worked as a social worker but she didn’t stop there. She explored her options and opportunities after making some bad decisions like starting her own franchise restaurant. In time, her business failed and she had to sell it.  She worked with a then-unknown company called Skullcandy® when they were broke and had a quarter of a million dollars in revenue. She helped the company build its credibility and bring its revenue up again. That fueled her interest in startups and she became an investor herself. Fast forward to now, she’s a managing director at Golden Seeds.  Crack the funding code Many great entrepreneurs in the U.S. don’t understand the facts. For one, there’s no lack of money. In fact, there’s $318 trillion of private global wealth. These entrepreneurs don’t understand the players: there’s private equity that are all investing into startups as well as the sovereign wealth funds that manage 10% of the global GDP.  The book Crack the Funding Code is an easy-to-follow roadmap on how to find and pitch investors. The book’s appendix has term sheets, actual pitch decks, and other relevant research information. It is a book that will educate entrepreneurs because these people can change the world.  Lessons in mistakes Entrepreneurs take calculated risks. Along the way, missteps create lessons waiting to be learned. Judy’s bankruptcy lawyer said of her failed franchise restaurant, “They can break you but they can’t eat you.”  Judy learned to kick fear to the curb and understand that there’s no lack of resources in the world because resources are connected to human beings. It is true that sales are critical in finding and catching investors. It’s also important in catching the customers. Entrepreneurs must learn to navigate in their mistakes.  They need to figure out how to get investors to figure out how to find customers.  If you can’t figure out how to find a venture capitalist, you can’t figure out how to find a customer. #investors Funding mindset  Howard Stevenson, known as the Lion of Entrepreneurism at Harvard, wrote a book on how to be an angel investor. His book talked about how you can set yourself apart from everybody else. In order to be perceived as a high-potential startup: Be clear on your exit strategy and the comparables because investors want to get their money back.  Mitigate risks as viewed by the investors.  It is good for startups to put high-powered people in their advisory board to help build their credibility, especially if the CEO hasn’t done a startup before. In the VC investing world, people talk about adult supervision. This is critical because you want to have reliable people in your team with deep industry expertise who can open doors to money, media, and other resources that you might need.  Getting investors is more than just being good and being able to produce something.  One of the most common mistakes entrepreneurs do in their pitches is the way they focus on technology and explain the details at length. Investors, however, care less about that. Harvard researchers found that the average amount of time people spend looking at a particular slide is 11 seconds. Financial slides, however, get 23 seconds worth of attention. Investors look for a team th