Struggling to Sell? These 10 Startup Sales tips actually work

When it comes to startup growth, nothing beats the founder's initial hard work. From direct customer conversations to structured pipeline management, sales success is built on foundational principles. 

On the 21st episode of our podcast, The Naked Truth of Startups, our host Alexander Türpe sat down with our sales expert David Blazek to discuss the ten best sales advice for startups to help them scale up, grow and develop in the right direction.

Here is a summary of the ten critical aspects that our very experienced experts say every startup should follow to establish a strong sales strategy and culture:

1. Startups' sales start with founders selling!

The best startups begin with founders selling their product themselves. Even the most successful entrepreneurs started by working the front lines by talking directly to customers. Many early-stage teams mistakenly believe that hiring a VP of Sales will solve their go-to-market problems, but this often leads to disconnection and lack of accountability. Founders understand their product best and are uniquely positioned to gather early feedback, refine the pitch and validate the market. One year of direct selling can provide invaluable insights before considering external sales hires.

Remember: Nobody knows your product better than you do!

2. Sales starts with a mindset of execution, within an environment of execution using the right tools of execution

Sales start with the right mindset. Founders must be curious, ready to talk to people and open to feedback and perspectives about their product. Success also depends on creating an environment where you can execute, whether it’s a physical space that encourages focus or a culture that promotes action. Furthermore, using the right tools can be crucial for sales development: CRM systems, automation platforms and analytics dashboards that allow you to organize, track and improve your sales processes. 

Execution happens when mindset, environment and tools are in sync.

3. We Don’t Sell Products, We Solve Problems

Effective sales are all about understanding and solving real problems, not just pushing a product. Without a clear problem to solve, no amount of selling will create meaningful traction. A more powerful conversation often happens when you help someone articulate an issue they weren't fully aware of and then guide them towards a solution. 

The most successful salespeople are problem solvers who position their product as a means to achieve a specific outcome.

Always think about whether you are selling products or are you solving problems.

4. Don't get hung-up only on Product-Market-Fit but always reflect on your Problem-Solution-Fit

While Product-Market-Fit is a necessary milestone, it’s just one side of the equation. Startups also need to continually reassess whether their product still solves a relevant problem. This is Problem-Solution-Fit. Markets evolve, customers need to shift and what worked six months ago may no longer be valid today. Be ready to pivot or refine your offering if the problems you once solved are no longer priorities for your audience. Staying close to the customer ensures that your solution remains relevant and scalable.

5. Documentation from start is the most crucial tool you have

Documentation may not feel urgent when you're moving fast, but it’s critical for long-term scalability. Recording key conversations, processes and decisions creates clarity for current team members and smooth onboarding for future hires. 

Even in niche markets with a small customer base, relying on memory alone leads to missed opportunities. Consistent documentation helps identify patterns, track progress and retain valuable insights. 

6. Any sales activity needs to be aligned with your growth plan and your financial plan

Every sales activity should tie back to your company’s broader growth and financial objectives. Random sales efforts without a plan often lead to wasted resources and confusion. What are your revenue targets? How does your sales strategy support them? Aligning your growth strategy, budget and sales plan ensures that your team focuses on what truly moves the needle and allows for better steering and control.

7. Early sales is about listening, learning and adapting

The word “audit” comes from the Latin word audire, meaning “to listen” and that’s exactly what early sales should be. Spend time understanding your potential customers: their behaviors and preferences. Don’t just talk about your product; treat these conversations as research opportunities. Ask for honest feedback, both positive and negative and use it to improve your offering. The more you listen, the more you learn and the more you learn, more effectively you can adapt.

8. Make sure you keep your pipeline healthy

A healthy sales pipeline is not about volume, it’s about quality. 

Disqualify leads that don’t have a real problem or interest in your solution early in the process. Focus your time and energy on prospects who show genuine potential and are actively looking for a solution like yours. Don’t fall into the trap of trying to sell to everyone; it’s a waste of time and can waste your efforts. A strong pipeline is lean, focuse  and filled with high-potential opportunities.

9. Understand and plan out your funnel stages

Many startups overcomplicate or oversimplify their sales funnel. Avoid having e.g. 45 different stages that’s unmanageable and unclear. On the other hand, having just two or three stages won’t give you enough visibility into your sales process either. Aim for meaningful funnel stages per customer persona. This will help you and your team know exactly where each lead stands and what action is needed next.

10. Always align your outreach with your personas

Whether you're working on marketing or sales outreach, it must be tailored to the personas you’re targeting. A single B2B deal can involve 5-6 different personas, each with unique priorities and decision-making power. Understanding who they are and how they influence the sale is essential. Your outreach efforts like emails, calls, meetings, should speak directly to their roles and problems. Personalizing your outreach around these personas significantly increases your chances of success.

By mastering these foundational principles, startups can build a reliable sales strategy, one that grows with the company, adapts to new challenges and consistently delivers value to customers.