The research-backed reasons why founders should do their own first sales (no excuses)
Picture this: a bright-eyed startup founder, just launched her deep-tech solution for revolutionizing supply chains. The product is amazing - it's a world breakthrough! So, what does she do next? “I’ll hire a killer sales team to handle this part, she naturally thinks.”
Bad idea! But she’s not alone. Many founders make this mistake, thinking that as soon as the product’s ready, it’s time to hand the sales baton to someone else thinking “I’m not a salesperson!" Well, buckle up—because that’s exactly what you need to be.
Here’s why that thinking is the ultimate self-sabotage.
The founder’s advantage - You understand the problem best
Your product solves a specific problem, and nobody understands that pain point better than you, the founder. According to research from Harvard Business Review, founders who engage in early sales have a deeper connection to the customer’s problem, which allows them to tailor their message and solution far more effectively than a hired salesperson ever could. You’ve been living and breathing this pain—no one else can convey that level of conviction.
Tip: Authenticity sells. Customers will buy into your passion.
Harvard Business Review - Why Founders Should Do Early Sales
Feedback goldmine: The real insights are in the trenches
When you make those first sales calls, you’re not just pitching; you’re getting real-time feedback from your target audience. Stanford University research emphasizes the importance of founders getting in the weeds with customers to understand their concerns, hesitations, and what makes them tick. This feedback is invaluable for product iterations and building a stronger value proposition.
If there are issues with the product, customer objections, or patterns that indicate a bigger problem, you’ll notice them. Founders who engage in early sales are more attuned to spotting early signs of trouble—like repeated objections about product flaws or pricing issues—that could derail growth if not addressed.
Tip: Consider those sales conversations as free market research sessions!
Stanford GSB - Customer Feedback and Its Value in Early-Stage Startups
Sales-savvy founders are more investable
You’ve probably heard the saying, “Investors don’t invest in products—they invest in people.” Well, it’s true. If you, as a founder, can master the art of sales, you instantly make yourself more appealing to investors. Why? Because a sales-driven founder signals one critical thing: you can make things happen. Investors are looking for founders who understand how to generate revenue and prove market demand. They need assurance that you can move your product from idea to revenue and beyond.
Tip: The more you understand sales, the more attractive you become to investors. It’s not just about product development - your ability to drive revenue shows that you can scale the business and manage growth effectively.
“Customers love the founder’s story. When you’re doing the selling, it’s not just about your product—it’s about your mission. ”
You learn how to pitch (And you define the sales for future teams)
Your pitch will evolve, and there’s no better way to refine it than by doing it yourself. By the time you train a sales team, your pitch will be razor-sharp and unbeatable.
According to HBS Startup guide, founders who handle early sales are better equipped to later train sales teams because they’ve defined the best practices themselves. You’ll know what works, what doesn’t, how long time it takes and you’ll have the personal experience to back up your strategy.
Tip: Think of it as creating a playbook for your future salesforce.
Speed is your secret weapon - Faster iteration: sell, learn, improve, repeat
The ability to iterate quickly is a hallmark of successful startups. Stanford University research shows that founders who do their own sales can pivot faster because they’re in direct communication with customers. Whether it’s modifying your pricing, tweaking features, or adjusting the messaging, direct feedback enables rapid and effective iteration.
Tip: Stay agile—what you learn today could transform your product tomorrow.
Stanford GSB - Startup Pivot Strategies
Conclusion: Why founders must step into the sales arena
Sales isn’t about perfection. It’s about connection. You’re not just selling a product - you’re selling you, your vision, and your passion. And that’s something no hired gun can replicate. So, take a deep breath, embrace the nerves, and remember: sales might just be your biggest opportunity for growth.