Commercialization
Founders Are Hiding From Sales
Marketing often becomes a way to avoid the customer conversations that actually create revenue.
The question most founders would rather not answer.
"Cold calling is dead," is the worst lie founders tell themselves.
This week, I spoke with multiple founders prioritizing LinkedIn posts, instructional videos, and website articles for inbound traction.
While marketing seems helpful, it is more commonly something more dangerous: avoidance.
We all lie to ourselves to avoid discomfort. To avoid rejection. To avoid hard truths. To avoid failure.
But this fear is holding you back. And it has a real cost.
- It costs you client discovery.
- It costs you revenue.
- It costs you speed to decisions.
- It costs you stronger relationships.
And the harshest truth of all: if you're afraid to sell your own product, why should an investor trust you to sell the whole company?
I help founders get out of their heads and confront the discomfort of rejection. My favorite drill from my SMB days? Call a prospect and keep pitching until they hang up on you. Do it five times and the rejection stops stinging.
If you are struggling to make your first sales, or your pipeline is stalling because nobody wants to dial, let's talk.
Next insight
Eight Mistakes Costing Solar Developers More Than Bad Policy Ever Will