20 Years of Sales Lessons in 10 Minutes: What Every B2B Tech Founder Needs to Know

If you’re a B2B SaaS founder trying to scale, you’ve probably realized that building a great product is only half the battle (or less!). The other half? Sales. And if you don’t figure it out quickly, the runway runs out.

I just dropped this video that distills 20 years of sales experience...over $100 million in closed deals and three 8-figure exits...into 10 minutes.

This post breaks down the key lessons for founders who want to avoid the painful (and expensive) mistakes I made.

Number 1: Mindset > Tactics

Founders often think the key to sales is the perfect sales script or a flashy pitch deck. It’s not. It starts with mindset.

• Nobody cares about your product. They care about their problems...so sell outcomes, not features.

• Stop convincing. Start qualifying. Great sales isn’t about pushing...it's about filtering. Disqualify bad fit prospects early.

• Rejection is data. Every “no” is feedback. If you’re not hearing “no” enough, you’re not having enough sales conversations.

• Detach self-worth from deal flow. You are not your pipeline. Stay consistent and do the work, even when deals aren’t closing. This is easier said than done, but it's crucial.

• Selling is serving. If you believe in your solution, you’re doing your buyer a disservice by not helping them buy it.

Number 2: Build a Sales Process that Scales

Without a repeatable sales process that you follow on every deal, growth will stall the minute you’re too busy to handle every opportunity yourself.

• Clarity wins. Confused buyers don’t buy. Explain your product like you’re talking to a third grader.

• Discovery beats demonstration. Diagnose before you prescribe. Ask tough questions. Don’t just show off your UI.

• Pricing isn’t the issue...value is. If your buyer is hung up on price, you haven’t done enough to frame the ROI you bring to the table.

• Always define next steps. “Let me think about it” is code for “no.” Keep deals moving forward or cut them loose.

• Proposals don’t close deals. Conversations do. Never email a proposal without presenting it live. It will disappear into a black hole and you'll miss an opportunity for valuable feedback.

• Pipeline solves problems. If you’re behind on revenue, it’s probably a volume issue. More at-bats = more wins.

• Your calendar reflects your priorities. If you’re not blocking time for prospecting, it won’t happen. Period.

Number Three: Hard-Won Lessons (That Cost Me Time and Money)

These are the things I wish someone had told me when I started:

• Talent won’t fix a broken system. Don’t hire sales reps until you’ve figured out your own process, playbook and messaging.

• You can’t scale what you can’t predict. Build the math behind your funnel before trying to grow the team.

• Chasing 'maybes' kills momentum. Ruthlessly qualify your pipeline. “Maybe” = “no” until proven otherwise.

• Everything builds your brand. Every touchpoint, email, demo, case study...everything shapes how buyers see you.

• Great salespeople guide, they don’t sell. Be a Sherpa, not a showman. Help the buyer buy with confidence.

Ready to Scale Faster?

If any of this resonates and you’re ready to put it into action, check out the full video above and book a (no-obligation) call with me if you want help implementing it.

Let’s scale your SaaS the smart way.