Before product-market fit, founder-led sales is a way to learn why a buyer would change its current workflow. The founder hears objections directly and can distinguish a missing feature from an unimportant customer problem.
Start with a narrow customer profile and a repeatable discovery conversation. Ask about the present process, the cost of failure, the decision participants and the conditions for a paid trial. Avoid promising bespoke work that cannot become part of the product.
Record the reason each opportunity advances or stops. Review which customers use the product after purchase and which need constant founder intervention. Hire a sales team when the buyer profile and sales process are sufficiently repeatable to teach.
Open Sources Used
This page uses open and institutional references as a frame; the final decision still belongs to the company record, threshold and owner.
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Reading adjacent decision areas keeps the topic from becoming an isolated note.