The Founder Sales System

What you'll learn

• Define an ICP that produces qualifying conversations, not just interest
• Run discovery calls that earn the right to a close, not just a follow-up
• Close deals without resorting to discounting or urgency theatre
• Build a pipeline that compounds week-on-week, not just within the quarter
• Hire the first sales person and transition the playbook to them

1. 01

   ICP and qualifying

   Most founder sales fail at the top — selling to the wrong people. This module covers the discipline that ensures you spend conversation time with buyers who can actually close.
   3 lessons58m
   • 01Defining your ICP from the top-quartile customers you already have22m
   • 02The qualifying questions that filter politeness from intent20m
   • 03Saying no to bad-fit opportunities16m
2. 02

   The discovery call

   Most discovery calls are interviews; the good ones are conversations. This module covers the structure that earns trust and surfaces what actually matters to the buyer.
   3 lessons1h
3. 03

   Closing without a sales background

   Founders without sales experience tend to under-close out of politeness. This module covers the closing moves that work for a service-oriented seller and the ones that don't.
   3 lessons58m
4. 04

   Building the pipeline that scales past you

   Founder-led sales has a ceiling. This module covers the transition to a team that can produce predictable revenue without the founder on every call.
   3 lessons54m