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Sales For Founders

Sales For Founders

By Louis Nicholls
Learn to sell, find your first paying customers and grow a successful business.

An interview series for (technical) founders who are fed up of building products nobody wants to buy...

Your host, Louis Nicholls, interviews the best founders and salespeople out there. You'll learn how they found their first customers and grew successful businesses.

With a focus on actionable insights from every area of sales.
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Turning a struggling startup into a $50k/month agency business - with Andrew Askins, cofounder and CEO of

Sales For Founders

Lessons from 20+ years of sales success — with Brendan McAdams, cofounder of Expertscape
Welcome to Sales for Founders, the podcast for founders who want to go from hating sales to making sales. This week, your host Louis is talking to sales expert Brendan McAdams. Brendan is the cofounder of Expertscape. He also has over two decades of experience working as a salesperson. And — last but not least — he recently released a book and runs live trainings on how to get better at sales. In this episode, we talk about…  - ... how did Brendan make the first sales for Expertscape?  - ... what qualities does a founder need to become “good enough” at sales?  - ... how has sales changed over the past few decades? … and much, much more! You can find Brendan on Twitter. And don’t forget to check out the totally free fundamentals of sales course at
December 14, 2020
3 ideas to build your own business that lasts - with Alex Hillman, author of The Tiny MBA
In this episode of the podcast, your host Louis Nicholls sits down with founder, author and all-round-business-expert Alex Hillman. Alex has decades of experience helping people build successful businesses. From running his coworking community Indy Hall, to his course, 30x500, where he and Amy Hoy have coached hundreds of founders. Now, Alex has distilled all of that experience and knowledge into his new book, The Tiny MBA. It's full of 100 short ideas to build your own business that lasts. I was lucky enough to read a prelaunch copy, and it's easily the best value per word of any business book I've ever read. Today on the podcast, Alex is going to walk us through three of my favourite ideas in the book. You can find Alex on Twitter at @alexhillman, check out his writing at, and - of course - grab your copy of the Tiny MBA at Tiny.MBA
August 14, 2020
Listener Questions #1 - Sales Mindset, Cold Outreach, Positioning and More!
In this episode of the S4F podcast we switch things up and I (your host Louis Nicholls) take some listener questions in my first ever solo session! We dive into topics like... ... how to feel good about doing sales? ... when will the free Sales for Founders course be launching? ... what 'ask' should I be using in cold outreach emails? ... and more. Also mentioned in this episode of the show are: The Mom Test Book Startups For The Rest Of Us podcast The Sales for Founders course (sign up now for earlybird discounts and access) This week's founder showcase: Thanks to everyone who submitted a question. If you have feedback or a question of your own, let me know with a voice message (link below), or tell me on Twitter (@louisnicholls_).
July 5, 2020
From struggling with first sales to a $2m ARR business - with Nick Davies, cofounder and CEO of Dentally
In this episode of the podcast, your host Louis Nicholls sits down with Nick Davies, cofounder and CEO of Dentally. Nick and his cofounder James cofounded Dentally - a B2B SaaS product for dental practices - straight out of university. And, although they're now running a successful business with 18 employees and millions of dollars in revenue, finding the first 100 customers for Dentally wasn't easy. In today's episode, we'll dive into... how Dentally found their first customers how they struggled with - and overcame - slow initial growth to make it to where they are today and how they’re handling sales during the COVID19 pandemic - when all of their customers’ businesses as closed! If you have a question for Nick, reach him at nick[at]dentallyDOTco Nick's favourite source of sales tips for founders with $10k MRR+ is over at the excellent Close blog.  But check out our recent episode with Close team-member and sales specialist James Urie first! -------------------- Finally, make sure to head over to and sign up for actionable, free advice and templates on how to get good enough at sales to grow your own business.
May 27, 2020
Zero to 5-figure MRR in just a few months by doing outbound sales - with Frank Breckner, founder of Finalytic
In this episode of the Sales for Founders podcast, your host Louis Nicholls sits down with a Sales for Founders course alumnus... Frank Breckner. Frank was previously the cofounder of a VC-backed startup, Lavanda, and is now working on multiple new projects. A few months ago, Frank started work on a new business, Finalytic. And he's already grown it to 5 figures in MRR by doing outbound sales. In today's episode, we'll dive into... how Frank made Finalytic's first sales (and came up with the idea) how he's handling sales in an industry devastated by the COVID-19 pandemic how Frank launched yet another SaaS tool, and grew it from nothing to $2k+ MRR in less than a week ... and much more! You can find Frank on LinkedIn - or shoot him an email at  And don't forget - you get 50% off of your very own account with discount code "S4F". Finally, make sure to head over to and sign up for actionable, free advice and templates on how to get good enough at sales to grow your own business.
May 15, 2020
How to switch from outbound sales to inbound marketing - with Baird Hall, founder of Wavve and Zubtitle
In this episode of the Sales for Founders podcast, your host Louis Nicholls sits down with Baird Hall. Baird is a founder of two bootstrapped SaaS businesses: and Zubtitle. We dive into the story of how Baird used sales to grow both companies from zero to $50k+ MRR in just a few short years. Including... a real, inside look at what it took to make Wavve's first, tenth, and 50th sale why most cold outreach fails, and how to make sure yours works when (and how) to transition from outbound sales to inbound marketing ... and much more! You can find Baird on Twitter at @BairdHall - or check out some of his amazing writing on entrepreneurship, sales and marketing at Lofi Ventures. Finally, make sure to head over to and sign up for actionable, free advice and templates on how to get good enough at sales to grow your own business.
May 1, 2020
What founders can learn from a sales leader - with Kristen Habacht, Global Head of EDR Sales at Atlassian
Today I’m chatting with Kristen Habacht. Kristen is one of the most successful salespeople I’ve ever met. From joining the sales team at Fog Creek, to basically building the sales department from scratch at Trello, and now killing it in her current role as global head of EDR sales at Atlassian - Kirsten has seen and been successful at every stage of sales in a company’s lifecycle. In this episode, Kristen shares her advice on what founders *need* to know about a broad range of sales topics. Including enterprise sales tips, how and when to hire your first sales reps, and the positives (and negatives) of a freemium plan.  You can find Kristen on Twitter or LinkedIn. And don't forget - the Sales for Founders course opens for enrollment on the 10th of December! If you’re interested in checking it out, don’t wait 'til then - sign up for the earlybird waitlist at today, and on the 3rd of December I’ll be sending out the only discounts I’ll ever give on the course - and spending an hour video chatting and answering your questions about the course, and sales or growth more generally!
November 29, 2019
[Office Hours] "I have my first few paying customers, now what?" - with Pat Walls, founder of Pigeon
This week I'm releasing a test episode for a new, shorter format of episodes - office hours. For this test episode, I'm talking to Pat Walls, founder of, about his new project, Pigeon.  If all goes well, I'll record and publish regular office hours episodes each Friday (alongside the normal expert interviews). We'll follow 3-4 founders who are facing the same challenges as you, growing their businesses from $0-$10k in MRR. I'll check in with each founder once a month, to hear how their business is growing and help them solve their biggest sales and growth challenges. If you'd like to be one of those 3-4 founders, head over to and get your email on the earlybird waitlist. Invites go out on Wednesday the 20th of November, 2019.   I'd love to hear your feedback on the episode (sorry for the sound quality) and what can be improved via email, or hit me up on Twitter. You can also find Pat on Twitter @thepatwalls. Thanks for listening!
November 18, 2019
Turning a struggling startup into a $50k/month agency business - with Andrew Askins, cofounder and CEO of
This week, your host Louis Nicholls sits down with Andrew Askins.  Andrew is the cofounder and CEO of Krit - a technical agency that helps non-technical founders turn ideas into functioning products. In a new format for the show, Andrew will walk us through his sales journey - from a failed startup attempt to a successful digital agency doing over $50k in monthly revenue. If you’ve ever considered consulting, freelancing or even setting up your own agency, this episode is packed with great advice. We talk about cold emails, productising client qualification, and how the sales process has changed over time - from outbound to a more reliable, inbound approach. You can find Andrew on Twitter, and don't forget to check out the Krit blog for some super useful insights into early stage product development. 
November 9, 2019
Sales tips from a successful, full-time salesperson - with James Urie,
This week, your host Louis Nicholls is joined by James Urie. And this episode is a bit different, because James isn’t a founder - he’s actually a full time salesperson. But what made me even more excited for this episode is that James isn’t just any salesperson, he does sales at a SaaS company called Close, where he actually sells sales software to other sales teams! So we’re going to get amazing insights into how a professional thinks about doing sales, advice on how and when to set up your CRM, and some awesome tips on using text messages to increase conversions. You can find James on LinkedIn, shoot him an email at , and check out the awesome Close blog for tons of sales advice.  And don't forget - the new Sales for Founders course launches in just a few weeks!  So if you're thinking about learning enough sales to get from 0 to $10k in MRR, make sure to get your name on the waitlist for an earlybird discount...
October 30, 2019
What an early-stage founder needs to know about SEO and content marketing - with Nat Eliason, founder of Growth Machine
In this episode of the Sales for Founders podcast, your host Louis Nicholls talks to Nat Eliason. Nat is the founder of Growth Machine and cofounder of Cup & Leaf tea. He's also an expert on search-focussed content marketing. So we take a break from talking about outbound sales, and focus on what early-stage founders need to know about SEO-related content marketing instead. Covering listener questions and topics like... - When to make your first sales hire - How SEO and creating content can help you find a product idea to work on - What to do if you aren't a great copywriter - ... and much more! You can find Nat at or on Twitter at @NatEliason.
October 23, 2019
How to turn customer conversations into a profitable product - with Rob Fitzpatrick, author of 'The Mom Test'
In this episode, your host Louis Nicholls sits down with multiple-time founder, YCombinator alumnus and author of 'The Mom Test' - Rob Fitzpatrick. Rob's book is hands down the best resource on how to do customer discovery. It's full of actionable advice on how to talk to customers and learn if your business is a good idea - even when everyone is lying to you. It's also compulsory reading for S4F course participants, and everyone who takes the course gets a copy included. In our chat, Rob explains...  how to talk to customers and come up with a viable product idea how to close your first sale how to get people to talk to you in the first place ... and much more, including listener questions. You can find Rob at and get the book here.
September 25, 2019
How to write cold emails that get results! - with Laura Lopuch
We kick season 2 of the Sales for Founders podcast off with a bang! Your host, Louis Nicholls, sits down with expert conversion copywriter and email geek Laura Lopuch to talk all things cold emails. We go deep on... How to write emails that get a response How to write cold emails when you don't have a product to sell yet How to avoid the most common cold email mistakes founders make Laura also has an exclusive 10% discount on her training and coaching offerings for S4F listeners - you can get that (and find out more about Laura) by using code "S4F" at 
September 19, 2019
1 year, $150k in revenue... and still no landing page! - with Jeremy Thiessen
This week, Louis interviews serial founder Jeremy Thiessen. Jeremy has a golden rule for entrepreneurship after some bad luck with his first startup... Don't build anything until you've sold it first! In fact, Jeremy has grown his latest company, Rogue Technologies, to over $150k in revenue in under a year. And it *still* doesn't have a landing page! Listen in to hear Jeremy's thoughts on... why you should sell before building why a 10minute landing page isn't what it seems why his first startup failed and much more! If you want to get in touch with Jeremy or find out more about Rogue Technologies, you can reach him at --> he made an email address specially for the show! 
August 12, 2019
Live S4F Office Hours #1: Gabriel Perez from
This week we shake things up on the podcast! Instead of an interview, we spontaneously recorded one of the office hours sessions with a founder who is currently taking the Sales for Founders course. Listen along as Gabriel Perez, founder of, walks Louis through his current challenges and progress. We touch on some great cold email strategies, how to make the most out of Gabriel's first conference, and do a deep dive on the first draft of Gabriel's case study. You can find Gabriel online at - and early bird enrollment for the Sales for Founders course is opening up again soon, so get yourself on the waitlist now to secure your earlybird discount! 
July 12, 2019
Would a referral program work for your business? - with Manuel Frigerio of ReferralHero
This week, Louis interviews friend of the show Manuel Frigerio, founder of ReferralHero. Manuel bootstrapped ReferralHero, a referral marketing platform, to about $20k MRR. And on the show he shares... - How he found his first customers for ReferralHero - Whether your business should even bother setting up a referral program - And, if so, how to do it well... You can find Manuel on Twitter at @mnlfrgr and check out the excellent knowledge base over at Finally, if you want to give ReferralHero a try, don't forget that you get 20% off the first 3 months with coupon code "s4f"!
June 26, 2019
How to grow faster by doing things that don't scale - with Corey Haines of Baremetrics
This week, your host Louis Nicholls interviews Corey Haines, head of growth at Baremetrics. Corey switches between sales and marketing every day. So he's learned some super useful lessons about how to take the best of sales and grow your business by doing things that don't scale. Today, Corey shares his top 4 actionable tips. You can find Corey at @coreyhainesco on Twitter, and For a list of the best demo/sales questions you aren't asking (but should be), head on over to  
June 14, 2019
Bonus Episode: Why niching is a great way to start a bootstrapped business - with Tyler Tringas of Earnest Capital
This week we've delivered a special bonus episode with a slightly different focus than normal. Inspired by Justin Jackson's article on 'the myth of the niche market', your host Louis Nicholls has a conversation about the pros and cons of targeting a niche market, with accomplished bootstrapped founder and investor Tyler Tringas.  Tyler previously founded and bootstrapped to $50k+ MRR, before starting Earnest Capital - a fund dedicated to investing in bootstrapped startups with a win-win, founder-friendly focus and great founder-alignment. You can find Tyler on Twitter at @tylertringas and Justin Jackson's article that inspired the episode is over at We'll be back to regular, sales-based interviews from next Tuesday!
June 3, 2019
How to close 7-figure deals as a technical founder with no sales experience - with Stephanie Hurlburt of
This week, your host Louis Nicholls interviews Stephanie Hurlburt, cofounder of  We go in depth on learning sales as a technical founder, winning large B2B contracts and much, much more! You can find Stephanie at or on Twitter at The article Stephanie mentions by Jason Fried is here: -- PS: The next Sales For Founders course closes THIS SUNDAY! If you're fed up of not running your own profitable business, head over to and sign up to get your exclusive earlybird discount and spot on the waitlist NOW!
May 15, 2019
Taking a productised service from 0 to $10k MR in a few short months (plus, copywriting tips!) - with Dani Mancini of
This week, your host Louis Nicholls interviews Dani Mancini. Dani is an expert copywriter and the solo founder of - a productised copywriting service which she grew from nothing to tens of thousands of dollars revenue in just a few months. There’s a load of great, actionable advice in today’s interview. We talk about finding your first customers About how to deal with burnout and the stress of being a founder And you’ll get some awesome copywriting tips to improve your emails and landing pages You can find Dani on Twitter @dani_scribly and check out her blog on copywriting. Finally, don't forget you get an exclusive 25% discount off all copywriting services as an S4F listener... just mention the Sales For Founders podcast when you get in touch with the team.  ------ PS: The next Sales For Founders course opens soon. If you're fed up of not running your own profitable business, head over to and sign up to get your exclusive earlybird discount and spot on the waitlist NOW!
May 7, 2019
How to close your first deals and do follow-ups properly - with Mark Fershteyn of
This week I interview Mark Fershteyn, founder of . Mark has years of sales experience are recently founded his own SaaS company - helping B2B sales teams close more deals faster, with better follow-ups. We go into detail on mistakes you'll make on your first sales calls, how to handle customer objections, and much, much more. You can find Mark on Twitter at @markfersh and don't forget to check out to boost your sales game - SalesForFounders listeners get an exclusive 15% lifetime discount with the code SALESFORFOUNDERS
April 25, 2019
Bootstrapping to a 6-figure business by aligning yourself with the customer - with Lynne Tye of Key:Values
Lynne Tye, founder of shares how she learned sales on the job - and grew her project into a profitable 6-figure business helping developers find engineering teams that share their values. You can find Lynne on Twitter (@lynnetye) or search for her recent episode of the Indie Hackers podcast, where she talks more about the non-sales side of Key:Values.
April 15, 2019