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How to Sell

Writer's picture: Serge LoncarSerge Loncar

Every startup is challenging, and every role within it is tough. However, from my perspective, sales is the most difficult. This is because you’re often unclear about the true needs of the customers—what really constitutes product-market fit—and during that discovery phase, you face near-constant rejection. I just came across an article by Nabeel S. Qureshi on Substack. I have asked ChatGPT to summarize it and the original article can be found here.


Talk 20% | Listen 80%
Talk 20% | Listen 80%

How to Sell: A One-Page Summary


Sales at a startup is less about “selling” and more about effective qualification. Your goal is to find prospects who genuinely need your product and filter out those who don’t fit. When you do this right, selling feels almost effortless.


The Core Mindset:

1. Qualification Over Selling:

Instead of pushing your product, first determine whether the prospect is a good fit. This involves understanding their current process, pain points, and what an ideal solution looks like. If they aren’t a fit, say so, recommend alternatives, and move on. Honest qualification builds trust and saves time.


2. Listen More, Talk Less:

Aim for an 80/20 ratio: let them speak 80% of the time. Ask open-ended questions and use follow-up prompts like “Can you tell me more?” to understand their situation. Your job is to uncover their story, not overwhelm them with pitches.


3. Follow a Clear Structure:

Every sales call should have a roadmap:


  • Pre-Call Research: Spend 10–15 minutes researching the person, their role, and the company’s hierarchy.

  • Introductions: Confirm it’s still a good time to talk, introduce yourself, and outline the call’s agenda.

  • Current Process: Ask how they currently handle the problem your product solves. Get them to “play the movie” so you fully understand their workflow.

  • Pain Points & Ideal Solution: Ask what’s broken and what they’d fix if they could. Identify the top 1–3 things they truly value.

  • Your Solution: Once you know their needs, show how your product meets them. Tailor your explanation to their top priorities, offering proof points and credibility.

  • Next Steps & Timeline: End with a clear agreement on what happens next—e.g., a follow-up call or introductions to decision-makers.

  • Follow-Up: Always follow up promptly (same day if possible) with concise next steps. Be persistent—people are busy, not necessarily uninterested.


4. Building Trust and Momentum:

By listening carefully, structuring the call, and delivering honest, relevant insights, you position yourself as a competent, trustworthy partner rather than a pushy salesperson. Good qualification naturally leads to smoother closes and long-term customer relationships.


Recommended Resource:

SPIN Selling helped many sales professionals learn the mental shift needed: understanding that the best salespeople serve as problem-solvers and advisors, not just product pushers.


I highly recommend reading the original article as it will give you some specific examples.

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