Thus far I’ve founded two bootstrapped B2B startups, and led sales on both. One is off to the races, profitable, and growing. We even hired a general manager so that I can free myself up to work on other projects. The other is slightly more nascent, and just barely at ramen profitability.
It’s really hard to get started with founder led selling. I’m a (slight) introvert, and had basically no sales experience before starting my first business. While I have a business mind, and an MBA in addition to my programming skills, it was still very challenging for me to get started.
I used to view sales as this dark art that I could never master. I’m not “salesy.” I’m much more of a steak than sizzle person. I’m too honest. I don’t look, talk or act like the various stereotypes of a sales person. And so, I thought it was basically unattainable for me to be successful with sales for the first year of my first business.
I’m proud to say that through a lot of struggle and learning, I’ve actually become a decent sales person. For whatever I lacked in initial extroversion and unblended confidence, I make up for in understanding of strategy and product. I’m even fairly confident I could hit quota for any post product/market fit b2b SaaS startup out there.
What I’ve learned about b2b founder sales
It’s been nearly five years now since I started the first business. As a result, I get introduced to other founders every month or two who are starting to sell their products and want advice. Coming out of these conversations, I find myself repeating the same themes.
So, in no particular order, here’s my advice when starting to do B2B sales at your startup:
- Find a sales mentor who’s done pre-product/market fit selling before. It’s essential that someone has done the selling at the earliest stages of a company’s lifecycle. Even someone who led sales at a Series A company won’t have the proper mindset or experience to help you through this. Ideally, it’s another founder who’s been through it, and actually done the selling vs the strategy behind sales. Another bonus is if they’ve sold to the exact customer persona you’re trying to reach.
- Network with account executives who sell into a similar persona. Ask them to walk you through their entire sales process, from initial outreach to demo. Give them your sales pitch, and listen to their feedback. You’ll get good practice demo’ing, and some advice. However, you should realize that most sales reps selling a post product/market fit product will have very little understanding of why someone buys their product, that’s really up to you to figure out.
- Record your first 50 demos and listen to them each within 24 hours of the pitch. You will start to make small adjustments in messaging, in how long you answer questions, etc. Be your own coach and try to look objectively at your pitch.
- Ask for demos for software you are thinking about buying. Think about what the sales reps do well, and what they don’t do well. Mainly do this because you will realize 90% of sales reps are pretty mediocre. They don’t show up on time. They ramble. They don’t do any research. They are too aggressive. You can be 10x better than they are as a sales person, even if you’ve never sold before. And, you’ll have to be to get started without a brand, and a product that is probably half complete.
- Ask sales people you admire what books and blogs they read. My recommendations: FirstRound Review’s articles, this book on founding sales, and the Challenger Sale are good places to start. There is also a hilarious instagram account you will start empathizing with.
- Spend as much time in person with your prospects as possible. That means demos, as well as conferences, dinners, coffee, whatever you can. This will allow you to build trust, and learn a lot faster about your customer than doing calls or even video calls. Working out of one of their offices side by side is a great way to hear how they talk, what they care about, etc. This is great for product development, and even better for sales.
- Sales calls will probably become the most important way you will get feedback on your product in the next 6-18 months. Keep track of the themes you hear, and start to think about how you can build those into your offering / start charging for them. Record the closed/lost reasons for no-sale in a structured way so you can see what % fell out of the funnel due to pricing, competitors, etc.
- Sales can be a grind. I used to get nervous before calls, and found that creating a routine pre-demo really helped – jumping jacks, review the script, and believe that the product I’m offering will help the person on the other end of the phone. You also need to let go of any ego or expectations of being treated like a human being. Most people view sales people as a nuisance. You will get let down a lot by your prospects every single day, but that makes the wins so much sweeter. Plus, it’s a thing that happens to everyone, not just you.
- It’s going to take you a few months to make your first sales (assuming your product is >$1k/yr). Don’t get discouraged. Don’t think “we need to change the pitch/outreach/etc.” If you’ve been thoughtful about your process from the get-go, just keep building your pipeline.
- Celebrate the wins. I’m so bad at this and have some sort of Catholic guilt about it. When someone says “yes” – celebrate. When someone signs the contract – celebrate. When someone goes live – celebrate. High five your co-founder. Get a beer after work. Tell your significant other. Enjoy the moment and pat yourself on your back.
There are a million nuances to sales. My first business was straight B2B SaaS where we were selling HR a product to help with their recruiting. Getting headspace was tough. Getting budget was tough. Getting them to think about their job in a new way was tough.
In my new business, I’m selling to marketing. It’s a completely different buyer that has more budget and is more likely to experiment with new products. I also have an advantage in that I’m putting reviews of their software online, which means they care a lot more than if I was selling them a tool they can ignore. This allows me to cut through the noise more effectively. Of course, it comes with many other challenges, and some I haven’t even run into yet.
I hope you enjoy your journey to becoming an A+ sales person, which is a very attainable goal for any founder. My journey has helped me build win new business, think deeper about product, and kickstarted my personal branding efforts.
Good luck, and feel free to connect if I can be helpful in your journey!
Hey There. I found your blog using msn. This is an extremely well written article.
I will be sure to bookmark it and return to read more of your useful info.
Thanks for the post. I’ll certainly return.
I was able to find good info from your blog posts.
Fantastic goods from you, man. I have understand your stuff previous to and you are just too
great. I actually like what you have acquired here, certainly like what you are saying and the way in which you say it.
You make it enjoyable and you still take care of to keep it sensible.
I can not wait to read much more from you.
This is really a terrific site.
Just want to say your article is as astonishing. The clearness in your post is simply spectacular and i can assume you are an expert on this subject.
Well with your permission let me to grab your feed to keep updated with forthcoming post.
Thanks a million and please continue the enjoyable work.
Thank you for the good writeup. It in truth used to be a leisure account it.
Look complicated to more brought agreeable from you!
However, how can we communicate?
really interesting review. Moreover visit typically the site to recognise situs slot online.
This page has received endorsement through slot pulsa betting individuals in Negara
sendiri. Now there are quite a few stunning promos in the event
you join at this time.
Greetings! Very helpful advice within this article!
It’s the little changes which will make the greatest
changes. Thanks for sharing!
Hi, after reading this amazing article i am too delighted to share
my know-how here with colleagues.
Attractive section of content. I just stumbled upon your website and in accession capital to
assert that I acquire actually enjoyed account
your blog posts. Anyway I’ll be subscribing to your feeds and
even I achievement you access consistently quickly.
I’m really enjoying the theme/design of your site.
Do you ever run into any web browser compatibility problems?
A handful of my blog readers have complained about my website not operating correctly in Explorer
but looks great in Opera. Do you have any suggestions to
help fix this problem?
Hi to every body, it’s my first pay a quick visit
of this webpage; this website contains awesome and
really excellent data designed for readers.
Admiring the persistence you put into your website and detailed information you provide.
It’s good to come across a blog every once in a while that isn’t the same outdated rehashed information. Great read!
I’ve saved your site and I’m including your
RSS feeds to my Google account.
Hey! I know this is kinda off topic nevertheless I’d figured I’d ask.
Would you be interested in trading links or maybe guest authoring a blog article
or vice-versa? My blog discusses a lot of the same subjects as yours and I feel we could greatly benefit
from each other. If you might be interested feel free to shoot me an email.
I look forward to hearing from you! Wonderful blog by the
way!
Hi! This is my first visit to your blog! We are a
team of volunteers and starting a new project in a community in the same
niche. Your blog provided us beneficial information to work
on. You have done a outstanding job!
This is a great tip particularly to those new to the blogosphere.
Short but very precise info… Appreciate your sharing this one.
A must read article!
Hey There. I discovered your blog the use of msn. That is an extremely neatly
written article. I’ll be sure to bookmark it and come back to read more
of your helpful info. Thanks for the post. I’ll certainly return.
Pretty section of content. I just stumbled upon your site and in accession capital to
assert that I get in fact enjoyed account your blog posts.
Anyway I will be subscribing to your feeds and even I achievement you access consistently fast.
This info is worth everyone’s attention. When can I find out
more?
Wow that was odd. I just wrote an very long comment but after I
clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Anyhow,
just wanted to say wonderful blog!
I’m gone to say to my little brother, that he should also pay a visit this webpage
on regular basis to obtain updated from latest
news.
I know this if off topic but I’m looking into starting my own blog and was curious what
all is required to get set up? I’m assuming having a blog
like yours would cost a pretty penny? I’m not very web smart so
I’m not 100% certain. Any tips or advice would be greatly appreciated.
Thank you
I think this is among the most significant information for me.
And i’m happy reading your article. However want to commentary
on few normal issues, The web site style is perfect, the articles is in reality excellent
: D. Good process, cheers
For the reason that the admin of this web site is working,
no uncertainty very shortly it will be famous, due to its quality contents.
Hi there, I enjoy reading through your post.
I wanted to write a little comment to support you.
Good day! I know this is kinda off topic however I’d figured I’d ask.
Would you be interested in exchanging links or maybe guest writing a blog
post or vice-versa? My blog addresses a lot of the
same topics as yours and I think we could greatly benefit from each other.
If you’re interested feel free to send me an email.
I look forward to hearing from you! Terrific blog by the way!
I’m no longer positive the place you’re getting your info, however great topic.
I must spend a while learning more or working out more.
Thank you for wonderful info I used to be on the lookout for this information for my mission.
Spot on with this write-up, I actually feel this amazing site needs much more attention. I’ll probably be returning to see more, thanks for the info!
What’s up to all, the contents present at this web site are actually
amazing for people knowledge, well, keep up
the nice work fellows.
hello!,I like your writing so much! share we keep in touch more about your post on AOL?
I need an expert in this area to resolve my problem. May be that’s you!
Looking forward to peer you.
GetBoost is the solution to buying likes on Instagram
You can boost your Instagram post in a short time using our boost
services. These services will earn your posts
noticed and create buzz online. It’s not worth investing in high-end
photography or post-production services that nobody will be able to
see. Give your post the kickoff, and you’ll be amazed by the outcomes.
We offer you post boosting services, with buying likes for
Instagram from all across the globe. You can buy likes from specific audiences in case you aren’t willing to sacrifice
quality or want to get valuable results.
You now have quite a bit of important knowledge about Instagram,
how you can go viral faster when buying likes is the right step, and also how to improve user engagement.
We are available at any time so that you can transform your posts, photos,
and content into a first-rate means of advertising and exposure.
fantastic post, very informative. I wonder why the opposite
experts of this sector do not understand this. You should continue your writing.
I’m sure, you have a huge readers’ base already!
I have been exploring for a little for any high-quality
articles or blog posts on this sort of space . Exploring in Yahoo I at last stumbled upon this web site.
Reading this information So i am happy to convey that I’ve a
very just right uncanny feeling I came upon just what I needed.
I most definitely will make certain to don?t omit this website and give it a
glance regularly.
Hi, i feel that i saw you visited my weblog so
i came to return the desire?.I’m attempting to find things to enhance my site!I suppose its adequate to make use of a few of your ideas!!
Howdy! I realize this is kind of off-topic but I needed to ask.
Does operating a well-established website like yours take a lot
of work? I’m completely new to operating a blog but I do write in my journal on a daily
basis. I’d like to start a blog so I can share
my personal experience and thoughts online. Please let me know
if you have any suggestions or tips for brand new aspiring blog owners.
Appreciate it!
Saved as a favorite, I love your web site!
Hello mates, its wonderful post regarding educationand fully defined, keep
it up all the time.
Wonderful goods from you, man. I have understand your stuff previous to and you’re just extremely excellent.
I really like what you’ve acquired here, really like what you’re stating and the way in which you say it.
You make it enjoyable and you still care for to keep it wise.
I can not wait to read far more from you. This is actually a great website.
You should be a part of a contest for one of the best sites on the web.
I’m going to highly recommend this blog!
I all the time used to study piece of writing in news
papers but now as I am a user of net thus from now I am using net
for content, thanks to web.
Excellent post. I used to be checking continuously this blog and
I am inspired! Extremely helpful information particularly the ultimate phase 🙂 I take care of such info a lot.
I was looking for this certain information for a very long time.
Thank you and best of luck.
Thanks for sharing your thoughts about http://oyunundibi.com/index.php?qa=user&qa_1=beenail44. Regards
Hello would you mind letting me know which webhost you’re using?
I’ve loaded your blog in 3 different web browsers and I must say this blog loads a lot faster then most.
Can you suggest a good hosting provider at a reasonable price?
Thanks, I appreciate it!
Hi there! I’m at work browsing your blog from my new iphone 3gs!
Just wanted to say I love reading your blog and look forward to all your posts!
Keep up the outstanding work!
That is really interesting, You are a very professional blogger.
I’ve joined your rss feed and look ahead to
looking for more of your wonderful post. Also, I have shared
your web site in my social networks
I am regular reader, how are you everybody?
This post posted at this site is genuinely nice.
Hi! I’m at work browsing your blog from my new apple iphone!
Just wanted to say I love reading through your blog and look forward to all your posts!
Carry on the fantastic work!
What’s up, after reading this awesome article i am as well happy to share
my experience here with mates.
Fastidious response in return of this difficulty with solid arguments
and telling everything about that.
What’s up colleagues, fastidious article and pleasant urging commented here, I am actually enjoying by these.
Thanks for another great article. The place else could anyone get that kind of information in such a perfect means of writing?
I have a presentation subsequent week, and I’m on the search for such information.