The Founder’s Dilemma I Keep Hearing
In my work with startups, I often hear a familiar line from founders:
“I’m just the founder and product developer. I’ve created the concept. Now I need a sales leader who can sell it.”
And my response is always direct:
“You are the sales leader. If you don’t sell, the company can’t sell.”
It’s a common sentiment among entrepreneurs who see themselves as builders, not sellers. But the truth is unavoidable: in the early days, the founder is the business. Unless you sell, the company won’t move forward.
This reality—and how often it plays out—is what led me to start this initiative of helping MSMEs and startups build efficient sales organizations.
1. The Founder is the First and Best Salesperson
The founder is not just the head of the company. They are the original creator of the product or service. No one else carries the same passion, conviction, and commitment to take it to market.
- The founder understands the true value proposition better than anyone else—what problem it solves, why it is different, and why customers should care.
- This makes the CEO the most powerful advocate in the early days, when credibility is low and every customer win feels like climbing a mountain.
- The first customers are not won through brochures, websites, or marketing campaigns—they are won because the founder showed up, listened, and convinced.
That’s why successful founders—whether global icons or local entrepreneurs—are always in sales hunting mode. They don’t just “set the vision.” They win the first customers, open the first markets, and create the initial momentum that keeps the business alive.
2. The CEO as Sales Leader and Sales Trainer
When the CEO is on the front line, something powerful happens inside the company:
- The sales team feels energized. If the CEO is willing to pick up the phone, knock on doors, or present to customers, no one else has an excuse not to.
- Salespeople learn faster. Every customer meeting with the CEO becomes a live training session where younger reps see how the value proposition is framed, objections are handled, and deals are closed.
- A clear sales execution culture is set. By leading with discipline—reviewing pipelines, measuring results, and insisting on process—the CEO makes it clear that sales is not about luck but about execution.
In short, the CEO doesn’t just drive revenue; they shape the DNA of the sales organization.
3. Sales is Not a Department, It’s a Culture
In large corporations, CEOs can sit away from the customer. In startups and MSMEs, they cannot. The tone the CEO sets becomes the culture of the company:
- If the CEO spends time with customers, everyone else will.
- If the CEO celebrates processes like pipeline reviews and customer feedback, the organization follows suit.
- If the CEO avoids the field, the sales team soon loses conviction and energy.
Sales is not just about “closing deals.” It is about aligning the entire organization to support the customer journey. Finance, operations, HR, and product—all of them are part of the sales engine when the culture is right.
4. The CEO as a Lifelong Sales Hunter
Even after the company grows, the CEO cannot retire from selling. Their role evolves, but it remains critical:
- Winning large accounts that only the CEO’s presence can close.
- Opening new markets where early credibility is needed.
- Selling the vision to investors, partners, and talent—because sales isn’t just about customers, it’s about convincing everyone to believe in the journey.
The best CEOs remain in “hunter mode”—always looking for the next big opportunity, always building relationships, always selling.
5. Practical Steps for MSME and Startup CEOs
- Be the First Seller: Make the first 10 customer calls yourself.
- Craft the Value Proposition: Put it in words a customer can repeat back.
- Stay in the Field: Visit customers, distributors, and partners regularly.
- Model Sales Discipline: Review pipelines, reward effort, not just results.
- Energize and Train the Team: Use every customer interaction as a learning moment for your salespeople.
- Never Stop Selling: Even with a sales team in place, remain the chief advocate for growth.
Food for Thought
For MSMEs and startups, sales is not a job title—it’s a survival strategy. And the CEO cannot outsource survival. The founder’s passion, conviction, and credibility make them the ultimate salesperson.
When the CEO stays on the front line—winning customers, coaching the team, and setting the tone—the entire organization aligns around sales execution. That’s when businesses don’t just start; they scale.
Act Now !
Are you a founder or CEO ready to make sales everyone’s job—starting with yourself? Let’s talk about how to build a sales-first culture that powers growth from day one. Contact me here : GASP Sales Academy
DINKAR SURI I Founder & UnConsultant I GASP Sales Academy I www.gaspsalesacademy.com