4 Founder-Led Sales Tactics for Increased Demo Conversions

In the early days of a startup, the founder needs to be the de-facto salesperson.

Why? Usually only they have the unique confluence of context, vision, and passion to sell their product effectively.

And while sales is more art than science, I do think there’s some method to all of the madness.

Having personally made every selling mistake you can make as an early-stage founder, here are FOUR simple tactics I’ve picked up over the years to accelerate velocity and conversion during sales calls:

#1: Do your research

While it's easier now than ever to find detailed intel on your prospect, it’s alarming how many founders don’t do basic research on prospects before a call.

To address this hurdle, I block 15 minutes before each meeting to do a high-level prospect research. This helps personalize my pitch, demo, or approach based on their industry and hypothesized needs.

#2: Listen more

Sales demos/calls are meant to be a two-way conversation - so start with questions about their goals, priorities, and problems.

Genuinely synthesize their responses without interjecting or thinking of what to say next. Easier said then done!

#3: Context framing

As you pitch, tie EVERYTHING back to the problem your prospect is trying to solve (which you should now know via #1 and #2). Articulate how your product uniquely solves their challenges better than the status quo.

Resist the urge to regurgitate a pre-configured script (prospects can tell)

#4: Leverage pre and post-demo collateral

I might be biased, but I always try to “show, not tell” through interactive assets like Supademo before and after the sales call.

Interactive demos can serve as critical ammunition for your champions, who can now loop in decision makers or sell your product internally, without being an expert in how to promote your product.

Ultimately, by doing a small bit of homework, understanding your audience, and by context framing, you'll turn potential customers into loyal clients. Happy selling!

Full post here for additional insights on what I learned while doing founder-led-sales!