Technical Founder to Effective Seller
Most technical founders sell by explaining the product. But buyers don't buy explanations, they buy relief from a problem they feel they can't solve on their own.
This session is for the founder who is the engineer, the CEO, and the sales team all at once. It covers how to run a sales conversation that builds trust, how to run discovery that surfaces real pain before you start demoing, and how to tell early whether the person across from you can actually buy, so you stop burning months on deals that were never going to close.
Join Ben J. Abbey, founder of GTMomentum Inc. and creator of The Founder's Sales Engine™, for a practical, founder-friendly session on how to sell effectively when you're the one who built the product.
In this workshop, you'll learn how to:
Explain what makes you unique in a way the prospect actually sees and understands
Control the frame of the meeting from the start
Focus on the outcomes a prospect needs before you talk about features
Run a discovery structure that gets the prospect to name their own problem, and its cost
Qualify out early instead of investing months in the wrong deals
By the end of the session, you'll also walk away with two tactical techniques: how to keep a deal moving forward, and how to recover when a prospect goes quiet.
Who Should Attend
Technical founders, pre-revenue to roughly $3M ARR, still personally closing every deal
Early sales hires at companies in the same revenue band
About the Presenter
Ben J. Abbey is the founder of GTMomentum Inc. and creator of The Founder's Sales Engine™, a program that installs repeatable sales systems inside B2B companies led by technical founders. Since early 2025, dozens of founders across SaaS, AI, Consulting, and Technology Services have come to Ben when their offer has demand but their commercial motions need work. Ben builds a custom playbook alongside the team and then coaches them to run it to accelerate revenue growth. Before GTMomentum, Ben spent 22 years in B2B tech sales and has closed 9-figures in revenue since 2004, growing teams from 2 to over 200 people. He is originally from Ottawa and now lives in Toronto.
Event Details
October 14, 11:00 AM – 12:00 PM EST
Bayview Yards, Training Room (In Person)
Seats are limited! Secure your spot and learn how to turn your technical edge into a repeatable sales motion.