How founders run effective sales calls
I've reviewed hundreds of founder-led sales calls. As a former founder, I also ran dozens of my own.
Almost all of them, mine included, were run poorly.
What founders consistently miss is adequate discovery. They tend to fail at leveraging those precious thirty-minutes to ask discovery questions that make sense for a sales team that's still building its playbook.
If you’re doing less than $2M ARR, we need to take a different approach to discovery. Forget BANT. Forget MEDDPICC. And definitely forget a product-heavy pitch.
In this free workshop, we will go through the specific steps that early-stage founders must take to run a truly effective sales call – one that not only uncovers what your buyer has demand for, but teaches you key insights about the market you’re selling into.
This workshop will cover:
Common sales call mistakes I see every founder make
Why common discovery questions that work for later-stage startups don't work well for early-stage companies
A step-by-step script on how to run your sales calls better
Stop by if:
You're a B2B or B2B2C founder currently running (or about to run) sales calls with prospects doing under $2M ARR
Your calls end in “send me your pricing info” or ghosting more often than you’d like
You know you can improve your sales calls, but you’re not sure what to change
You want a clear, repeatable playbook for your next call
If you can't attend, the recording will be sent out to registrants within 24 hours.
About Caroline:
Through her advisory firm, Extra Group, Caroline Fay helps startups master early-stage sales and go-to-market, and find repeatable revenue.
She works with startups funded by firms like Y Combinator, SV Angel, Hustle Fund, Everywhere Ventures, Hummingbird, Emerson Collective, and more.
Startups who have worked with her have seen results like:
$0 to $50K MRR in six months
Two years of revenue closed in one quarter ($250K ARR to $1M+ ARR)
70x increase in repeatable sales and oversubscribed pre-seed due to traction
Caroline co-founded the equitable hiring startup Skillist, which was funded by Flybridge and Strada, and was acquired by Opportunity@Work. She later led a product marketing team at HR tech unicorn Lattice.
She teaches and coaches at organizations like Yale University, NYCEDC, JFF Ventures, Visible Hands, Company Ventures, and Blue Ridge Labs at Robin Hood.