Sales is one of the most misunderstood parts of running a business. Founders either avoid it entirely or dive in with no process, hoping that brute force will get them results. After seven years of selling across SMBs, mid-market, and enterprise companies, I've learned one truth: sales is a system, not a gamble.

Here's the process that worked for me and why it'll work for you too.

1. Know Exactly Who You're Selling To

You're wasting time if you're pitching to the wrong audience. Instead of trying to "sell to everyone," narrow it down. I start by defining my ICP (Ideal Customer Profile). Look for companies with:

  • The right size: 50–100 employees usually close faster.
  • The right industry: Pick one niche to start.

I use tools like Crunchbase and LinkedIn Navigator to find prospects. My goal? Five to ten high-quality leads to start. It's not about mass emails; it's about focused effort on the people who'll actually buy.

2. Stop Writing Bad Emails

Most cold emails fail because they're too long or irrelevant. People don't care about you — they care about their problems. Write short, sharp emails that explain the one thing you solve for them.

  • Subject line: Direct and clear.
  • Body: One or two sentences of value.
  • Call-to-action: "Can we chat?" works better than you think.

Forget fluff like "I see you went to [random college]." Be relevant and precise instead. If you want to stand out, try adding a 30-second video to your outreach. It's not magic, but it can help you book meetings with high-priority prospects.

3. Make Every Call Count

When you finally get someone on a call, don't blow it. Start with a POA:

  • Purpose: Why are we here?
  • Agenda: What's on the table?
  • Outcome: What happens next?

Listen more than you talk. People want to feel heard, not pitched to. And be honest — if your product isn't a fit, say so. This builds trust faster than any fancy sales technique. But if they are a fit, tailor your demo to their specific pain points and be transparent about pricing.

4. Close Without Discounting Your Worth

Here's the hard truth: discounting is lazy. Instead, trade. If they want a discount, ask for something in return:

  • A referral to another customer.
  • Permission to share their story as a case study.
  • A longer contract commitment.

And always set a deadline. "Let me know when you're ready" won't cut it. Use clear timelines tied to their needs, like, "Can we decide before your next planning cycle on [date]?"

5. Track Everything and Play the Numbers Game

Most founders I talk to give up too early. "I sent 100 emails and didn't book anyone." That's not enough. Sales is a numbers game. Your funnel needs volume to work:

  • Prospect list: Build a big one.
  • Conversion rates: Track them to spot where you're losing people.
  • Follow-ups: Don't stop after one email — most replies come after the fifth or sixth touch.

When I'm prospecting, I assume it'll take 500+ emails to land a few great meetings. It's tedious, but it works.

The Truth About Sales

Most founders think sales is about charisma or hustle. It's not. It's about building trust through a repeatable process. The more structured you are, the less you'll need to rely on "sales tricks" to close deals.

So, start small. Build a process. Track your results. And don't stop refining until your funnel works like a machine.

If you're stuck or need help getting started, drop me a message. I've been there, and I'd love to help.