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  • Writer's pictureAndy Hamer

Unleash Your Inner Sales Beast: A Humorous Guide to Mastering Sales Without Selling Your Soul


Ah, the eternal dilemma faced by tech startup founders: the need to sell without being a salesperson. It's a conundrum that has left many uncomfortable and questioning their abilities. But fear not, my fellow entrepreneurs, for I have some sage advice to share. In this article, we'll explore how you can become a sales superstar while staying true to yourself. So sit back, relax, and prepare to embark on a journey to sales enlightenment!

Embrace Your Authenticity:

Forget about trying to be a salesperson; be yourself instead! Let your passion for your product or service shine through. People respond to genuine and unbelievable individuals. Watch the relief wash over their faces as they realize you're not just another salesperson. Remember, it's not about a sales cycle; it's about understanding the customer's buying journey.

Sales Process Trumps Fancy Techniques:

While some may swear by fancy sales techniques like the "power handshake," I'm here to tell you that the sales process is the real MVP. You can implement various approaches, such as challenger, gap, and value selling. The key is understanding and following a sales process that resonates with you. Trust me; it's more effective than any flashy handshake gimmick!

Building Relationships First:

Asking about the budget upfront is a big no-no. Think of sales as dating: you must build a relationship before diving into financial matters. After all, who asks about money on the first date? Most disruptive innovative technologies are new and unheard of, so it's unlikely that someone has budgeted for what you're selling. Build rapport, understanding, and trust before discussing budgets and orders.

Understanding Different Sales Approaches:

There are many sales approaches out there, and it's essential to grasp the strengths and weaknesses of each. Whether it's challenging the customer, identifying gaps that need resolving, or proving value, all these aspects are equally important. It might seem like common sense, but if you need to be taught this, you may consider a different career path.

Enter MEDDIC: The Sales Qualification Framework:

One sales process encompassing all aspects of the sales ecosystem and customer buying journey is MEDDIC. It stands for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion. Following MEDDIC helps you qualify for sales opportunities and build a comprehensive buying profile. It ensures you get all vital customer stakeholders and know when to request the order.

Ask for the Order and Establish Success Factors:

Believe it or not, many salespeople fail at the last hurdle by not asking for the order. Don't be one of them! If you've created a proof of concept (POC), add agreed success factors to the process. This prevents the project from becoming a moving target and gives you the confidence to ask for the sale when you've met all the agreed targets.

Free POCs, Please:

Lastly, a word of caution—avoid offering free POCs. Customers with no skin in the game are less likely to move forward. Startups can't afford to have their resources tied up without any commitment. Instead, consider "Lighthouse" pricing, which at least covers your costs. But I digress; that's a topic for another article!


To become a sales maestro, stay true to yourself, be passionate, and develop genuine relationships with your customers. Follow a sales process like MEDDIC, master the art of asking for the order, and establish success factors to seal the deal. And always remember, sales is not a mysterious dark art reserved for the chosen few. It's a skill that can be learned, honed, and mastered by anyone willing to put in the effort. So, go forth, my fellow startup founders, armed with the knowledge that you don't need to transform into a slick salesperson. Instead, embrace your authenticity, follow a structured sales process like MEDDIC, and let your passion and genuine connection with customers pave the way to sales success.

But wait, there's more! I invite you to a 30-minute, one-on-one session with me to unleash your sales potential. Together, we'll delve deeper into the intricacies of sales, address your specific concerns, and provide personalized tips and strategies. Whether you're a tech whiz or a startup newbie, this session will help you navigate the often daunting sales world with confidence and humour.

So, what are you waiting for? Take the plunge, break free from self-doubt, and embark on your sales journey. Book your 30 minutes of sales enlightenment with me, and let's transform you into a sales superstar without compromising your authenticity. Remember, the power to sell is within your grasp—it's time to embrace it!


No rolex-clad salespeople were harmed during the writing of this article. The author takes no responsibility for any sudden urges to buy expensive timepieces.


Andy Hamer

With a track record of delivering disruptive technologies and a diverse commercial, sales, marketing, and operations portfolio, I offer consultancy services that drive business success.

Think of me as your personal "Google Maps" for business, helping you navigate the complex world of information and variables to find solutions that improve your business, increase profitability, and minimize risk.

I have worked with medium-sized businesses, start-ups, and major technology companies globally, including CodeBook, Xinaps, Invicara, XYZ Reality, IBM, DEC, Apple, Toshiba, Panasonic, ATT, BT, CSC, NTT, KDD, and Deutsche Telecom.

My consultancy services offered in-person, remotely, and in a hybrid format, are founded on aligning businesses for success.

Your business is my business, and together we will develop an aligned commercial-operational strategy to scale and grow your business.

Don't just take my word for it - my clients speak to my expertise and approach.


· BA (Hons) Marketing Engineering

· Fellow of the Chartered Institute of Marketing FCIM

· RICS Certified Project Information Manager


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