Tactics: Founders need proven selling approaches that work for zero-to-one – tactics that help you learn from the market, close ideal customers, and do it all with limited budget and time.

Perspective: Founders must manage the mental game of selling by overcoming perfectionism and leveraging every “no” into valuable market intelligence. 

Consistency: Founders need to show up for their sales process. They’ll want to go from selling in ad hoc spurts and looking at metrics that don’t matter to running a consistent, non-negotiable sales practice that generates reliable revenue and is designed around your unique schedule.

People: Founders must scale their team smartly. They need to know when and who to hire so every single new teammate accelerates progress towards product-market fit.

These four pillars create the foundational structure needed to build recurring revenue… and for that matter, building a sustainable, thriving company. Without them, the structure of your startup starts to crumble, and your experience as a founder becomes more challenging and painful, too.

Tactics: Without the right tactics, it’s much harder to find product-market fit. Founders end up selling to anyone, decreasing their chances of building a truly repeatable and scalable revenue model. They feel scattered by chasing deals that aren’t the right fit, instead of identifying and pursuing strong, narrow matches. They overengineer their sales process, preferring outreach methods that feel grown-up, but don’t yield results. 

Perspective: Succeeding at founder-led sales requires a specific perspective. Without a sales-forward perspective and a willingness to not know all the answers in front of your customers, selling becomes stilted. Founders overprepare or become defensive, only to run sales conversations that feel rehearsed and end in ghosting, if they run them at all. 

Consistency: Without a consistent sales practice, reaching true escape velocity is near impossible. Founders must contend with myriad distractions, most of which feel more fun or “safe” than selling. Founders can let less-critical commitments take over, like product development, teambuilding, networking and marketing. They also overarchitect their sales practice and get lost in data that doesn't matter, instead of optimizing for momentum and clarity. Without a consistent and non-negotiable sales practice, consistent revenue becomes that much harder – and it’s already very hard!

Team: Founders must move wisely when it comes to teambuilding. Founders can run quickly to outsourcing or delegating sales to avoid their own discomfort, but this often ends in wasted funds, wasted time onboarding someone who couldn’t really deliver (e.g. the late-stage sales star who need a tried-and-true playbook to be successful), and no increase in who your buyer actually is. 

As a founder, I struggled with each and every one of these pillars. Now, I work with founders to ensure that they build up each of these four pillars so there’s a strong, secure structure underpinning all your revenue efforts. 

You’ll learn the proven sales tactics that work for early-stage startups in 2025. But you won’t just learn the tactics – together, we’ll make sure you apply them. We’ll address any and all of the core challenges that you’re uniquely facing and that are holding you back from repeatable sales.

If you’re an early-stage founder seeking guidance on repeatable sales, there are few ways you can work with me to get your four pillars super strong:

• Early Sales Cohort Program. Ideal for startup founders who are ready to get serious about selling, and have won their first zero to fifty repeatable sales.