Are you avoiding sales conversations because they feel icky and manipulative? You're not alone—78% of founders dodge sales due to psychological barriers, but this resistance is costing them millions in revenue.
In this episode, Anthony Franco, Chris Franks, and Stephanie Hays tear down the myths around selling and reveal why founder-led sales isn't about persuasion—it's about value discovery. Discover how to reframe sales as teaching, why your founder story is your most powerful sales tool, and the exact process that transforms sales-phobic founders into revenue-confident leaders.
Most founders resist selling because they picture the stereotypical used car salesman—pushy, manipulative, focused on closing at any cost. But modern sales is completely different. Today's selling is about being a teacher and evangelist for your solution. It's about authentic storytelling and deep empathy for your customer's problems.
The truth is, founder-led sales provides an unfair advantage. Nobody knows your product better than you. Prospects aren't talking to a salesperson—they're talking to the founder who can make promises and be held accountable. Your story carries more weight than ever in our AI-saturated world, and authentic founder conversations cut through the noise.
The immutable sales process works the same for everyone. First, find leads hand-to-hand. Ask permission for your prospect's time. Ask lots of questions with genuine curiosity. Pitch using empathy and storytelling. And finally—the step everyone forgets—ask for the sale. Give them a clear path to buy what you're selling.
When it's time to scale, don't hire a closer first. Hire an SDR (Sales Development Representative) who can qualify leads and set up meetings for you to close. You should maintain the highest close rate in your organization. The skills that make you great at sales—empathy, growth mindset, communication—are the same skills that make you a great CEO.
Remember, selling isn't about convincing people to buy something they don't want. It's about having authentic conversations to discover if you can solve their problems. That's not manipulation—that's value creation.
Watch the Full Episode on Founder-Led Sales below:
Follow us to watch live on YouTube and LinkedIn or listen to episodes on Apple Podcasts and Spotify.