How Entrepreneurs Who Hate Selling Close Sales

Or: How startups sell accidentally on purpose

image created by freepik

It’s not a job, it’s a game.

As a founder or leader, forget everything you’ve learned about sales. A colleague of mine, Ricky Spero, co-founder and CEO of Redbud Labs, puts it like this:

  1. Don’t sell to fans: Using that same comfort strategy, entrepreneurs will usually pick target customers who they believe give them the best chance at a positive response. Most of the time, this isn’t the customer who can make a difference to your top line.

It’s not a cold call, it’s an exploration

Your first step is likely going to be a cold call, email, or some other form of digital messaging, so your first objective is to avoid the vibe and the jargon that turns most people off, including you and your prospect.

It’s not a script, it’s an outline

The only way you’ll truly crash and burn is if you back yourself into a corner.

It’s not a sales deck, it’s an ice breaker

An effective slide deck can close a sale on its own. An ineffective slide deck can nuke the entire sales call on its own.

It’s not about closing, it’s about listening

Every sales call should result in a close, just keep in mind that close might not happen on your schedule.

It’s not losing, it’s learning

When a sales call doesn’t result in revenue, it should result in one of two things:

  1. You’ve learned something about your pitch that is keeping you from closing.

I’m a multi-exit, multi-failure entrepreneur. Sold ExitEvent. Building & GetSpiffy. Former Automated Insights. More info at

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store