The Surprising Truth About Founders and Sales

NOTE: This newsletter is a rewritten version of an email I wrote to a founder about his belief that he was not a good salesperson. It, therefore, reads a bit differently than my normal letters.

Begin email:

As a founder, you're no stranger to selling. You sell your vision to your team, investors, and customers daily. Yet, many founders need help to acknowledge that they're great salespeople. Why is that?

The reputation of sales

"Sales" often conjures images of aggressive, pushy individuals who will stop at nothing to close a deal. This stereotype can be off-putting, especially for founders who value authenticity and transparency. However, the reality is that effective salespeople build relationships, listen actively, and provide value to their customers.

The founder's dilemma

Founders often need help to see themselves as salespeople because they don't fit the traditional mold. They may not be comfortable with the idea of "hard selling" or pushing products on unsuspecting customers.

Instead, they focus on building meaningful relationships and providing value to their customers.

Your edge

So, what sets founders apart from traditional salespeople? Here are a few key characteristics:

1. Passion: Founders are passionate about their product or service, which makes it easier to share their enthusiasm with others.

2. Authenticity: Founders are genuine and transparent, which helps build trust with their audience.

3. Empathy: Founders understand their customer's pain points and can articulate the value of their solution.

4. Storytelling: Founders are skilled at crafting compelling stories that resonate with their audience.

Next time you're tempted to doubt your sales skills, remember that you're already selling. Focus on building relationships, providing value, and sharing your passion with others. And practice asking for the business, little by little. It will quickly become second nature.

End email

For the readers that have gotten this far, share your thoughts on this topic. What is the biggest misconception about sales, and how do you overcome it as a founder?