How to Sell by Tyler Bosmeny

TL;DR

Sales is a core founder responsibility, not something to delegate to hired salespeople. The process follows a funnel: prospecting (network, conferences, cold emails), listening-driven conversations, and closing with persistence and avoidance of common traps. Founders have unique advantages (passion, industry expertise) but must treat sales as a numbers game—only 2.

Key insights

• The technology adoption curve shows only 2.5% of companies (innovators) will consider buying from an unproven startup; this makes prospecting a pure numbers game—you must reach out to at least 100 com
• Conferences are the most underrated sales channel: get the attendee list in advance, email prospects to book 30-minute slots, and fill your entire day.
• The number one sales tip is to listen 70% of the time on calls; most founders talk 70% of the time, killing deals.