Bonjour, Hi! (How can I sell more today?) (Category: Startup)

For startup founders and Sales & Support teams, this isn’t just a question — it’s a discipline. It needs to stay top‑of‑mind every minute, gradually becoming an obsession that drives focus, execution, and growth.

Across all the startups I support, two characteristics consistently show up:

1. They all want more sales — it’s the most common request I receive.

2. Yet many struggle to manage their scarce resources in a way that truly supports that objective.

I am using this simple equation to start the discussion about the Sales versus Resources conundrum:

Generating more SALES = Planning + Customer understanding + Effective execution

I tell my customers: “So, if you want more SALES, you understand you may need better planning (NOT improvisations) and effective execution (NOT non-performance)”. Some get offended, sometimes…

Let’s dive into the three elements of the equation — from my perspective — in the context of a startup:

Planning (including Product, Positioning & Process):

The number one reality of a startup is that resources are scarce, and you could always use more. But this is the REALITY of a startup due to funding restrictions.

The best way to succeed in this situation is through compulsory and high-quality planning. When you plan your product development and attach your sales process and objectives to the resource you can afford, if what you do fills a great need in the market, you aim for success! 

The best planning comes from doing the work right the first time. In my experience: when you complete your initial product development and successfully characterize five units during the process, you already have everything you need to produce a solid specification sheet — and even one or two technical notes — quickly and efficiently.

In addition, if your engineering team has properly documented component selection and procurement and has already requested volume pricing from vendors, then you are in a strong position to generate a price list (since customers will expect rapid quotes for 1–10 units, 11–50 units, and sometimes even up to 100 units). Of course, this requires taking some calculated risks to compensate for the lack of real volume‑production experience, unless you already have comparable high‑volume product designs to rely on.

Reaching this level of readiness gives you the speed of execution required to support an effective sales process and a healthy sales funnel. Customers will appreciate it, and sales will follow.

Customer understanding:

This one is important, but considering that open-minded people learn every day, you can’t wait to be on top of your game to start selling. You need to be humble, go out, improve and adapt, pivot if required.

What it really means is you need to meet customers and qualify them, sell from their perspective, with empathy, perform active listening and communicate a clear message, then solicit feedback.

In a short time, you will present a solid value proposition, and you will rapidly aim at the right target buyer audiences.

Effective execution:

This one never ends; you can always improve, even when successful.

I am sure that you have already noticed that the action described in the last two paragraphs requires effective execution.

So, Effective execution is key for Planning and Customer understanding, as it should be compulsory for everything a startup is doing.

Effective execution is not only teamwork, but it is a very important component, same as effective documentation and effective communication inside the startup and outside to the customers, the ecosystems, etc.

The effective execution does not only apply to the sales organisation it must be adopted company (startup) wide, to benefit the customers, and then generate more sales.

At the end of the day, a startup is a startup!

What I mean by that, as a startup sales employee or owner, you always have to pretend or justify, even if you have a great technology that fills customers’ needs nicely:

• A startup never has 5+ years or 10s of customers to demonstrate statistics of performance, or else, to support its value proposition

• A startup never has sufficient or complete data to inspire trust or present flawless proof that its product will perform the way customers are asking.

So be it, this situation can become an opportunity:

• Ask your customers for a partnership, a sponsorship, whatever, ask them to be part of the solution!

• Win-win cannot be absolutely without risk; you just need to find the angle or the benefit(s) they will consider the “why” they may have to assume a bit of a risk to compensate for the reward (innovation) they aim for, considering your solution.

• This situation will be a milestone for you, in terms of Customer understanding.

My final word: Be bold or go home!

Additional reading for the Sales Chef who wants to perfect the recipe.

Here are the five essential ingredients — the perfect complement to the SALES equation — to help you bake more sales. Picture it as a recipe: your product is the base, and relationship‑building is the final layer that brings everything together.

1.        The Foundation: Product & Positioning

• A Solid Value Proposition: You must clearly define what you are selling and why it matters. It should solve a specific problem or fulfill a need.

• Targeted Buyer Audiences: Don't sell to everyone. Define who your ideal customer is—their industry, pain points, and motivations.

• Competitive Pricing: Ensure your pricing reflects the value provided while remaining competitive in the market.

2.        The Process: Sales Funnel & Techniques

• Consistent Prospecting: Actively look for new leads daily through networking, social media, or cold outreach.

• A Defined Sales Cycle: Create a repeatable, step-by-step process:

Prospect → Contact → Qualify → Present → Handle Objections → Close → Follow-up.

• Active Listening: Instead of pitching, focus on asking probing questions to understand the customer's needs and pain points.

• Effective Closing Techniques (follow-up): Confidently guide the buyer to a decision, addressing objections, and reinforcing value.

3.        The Fuel: Marketing & Trust

• High-Quality Marketing: Use content marketing, social media, or targeted ads to build awareness and generate leads.

• Trust and Rapport: Establish credibility through testimonials, reviews, and by being a reliable partner.

• Clear Messaging: Your marketing materials (website, social media) must be simple, direct, and unforgettable.

4.        The Growth: Optimization & Retention

• Customer Relationship Management (CRM): Use technology to organize contact information, track interactions, and manage follow-ups.

• Upselling & Cross-selling: Offer additional items or upgrades immediately after a purchase, when customers are in a "buying" mindset.

• Solicit Feedback: Actively ask for reviews and testimonials to improve your product and service.

5.        Essential Mindset & Skills (The "Seasoning")

• Empathy: Understand the prospect’s situation and sell from their perspective.

• Persistence: It often takes 14+ attempts to reach a contact, yet most stop after three or four.

• Adaptability: Be prepared to pivot your approach based on changing market trends and customer behaviour.

Key Takeaway: Sales is a result of consistent, value-driven marketing and a structured, customer-centric approach.

Feedback or ideas? Drop me a line: nicholas@aheadcurve.co