For Founders running
sales themselves.
Articles, frameworks, and coaching for Founders selling their own product before their first sales hire.
1. Building Your Pipeline
Fill your calendar with more qualified conversations.
Define Your Ideal Customer Profile
Trying to sell to everyone means closing no one. Pick one industry, one set of organizational characteristics, and run with it. Here’s how to build an ICP hypothesis you can actually test.
Develop Your Prospecting Strategy
Once your ICP is defined, the next step is turning it into deal pipeline. Inbound takes time. Outbound you can start today. Here’s how to build the top of your funnel.
Cold Email That Actually Gets Responses
Most Founders write cold email backwards: features to strangers, novels when they should send postcards. A psychological framework for interrupting busy people with something they can’t ignore.
2. Closing Deals
Turn your opportunities into revenue.
Mastering Discovery
Discovery calls should follow a 30/70 talk ratio. You talk 30, the prospect talks 70. Curiosity beats confidence. Here’s how to run a discovery call that uncovers real qualification, not just polite interest.
The Art of Objection Handling
When you’re the Founder, every objection feels personal. You don’t need clever rebuttals. You need the ARQ Method and the right mindset to turn objections into engagement.
Demo Calls That Win Deals
Most Founders go into demos with the wrong goal. A demo isn’t where you show off your product. It’s where you prove you understand the prospect’s world well enough to solve their problem.
Who This Is For
If you’re a Founder running sales without a sales team, this is for you.
Technical Founders
Engineering or product background, new to sales
Solo Founders
Selling before the first sales hire
First-Time CEOs
Building a revenue motion from zero
Founders Hiring Sellers
Setting up your first AE or BDR for success
Let’s Talk.
The first call is a 30 minute conversation about where you are, where you’re trying to get to, and whether I can help.
Book a Call Compare ways to work together →