Founder-led sales (close your first customers yourself)

Nobody can sell it before you can. The first ten deals are not a hire, they are how you learn what you are actually selling and to whom. Do them yourself, badly at first, until the motion repeats.

Use this when: developers love it and live in the free tier but nobody pays, you have never sold anything and freeze on the actual conversation, every deal dies on "let me think about it," or you are tempted to hire a salesperson to do the part you have not figured out yet.

The core idea

market-to-devs-sell-to-buyers told you who to sell to (the dev adopts, the boss pays). pricing set the number. This is the part nobody warns technical founders about: actually doing it. And it is not slimy. Selling a dev tool well is discovery plus helping a champion get budget. You are not convincing anyone of anything false, you are finding the people who already have the pain and making it easy for them to say yes.

One rule under all of it: do this yourself until it repeats. You cannot outsource a motion you have not cracked. Founders who hire a rep at deal one hire someone to fail at a job that does not exist yet.

Every real deal has four things

If any one is missing, it is not a deal, it is a conversation. Your job is to find out which is missing.

• A champion. Someone who uses it, loves it, and will fight for it inside their company. Usually the developer who adopted you.
• A buyer. Someone with budget. Often not the champion.
• A pain with a cost. Not "this is nice." A problem costing them money, time, or risk right now.
• A trigger. A reason to act now, not next quarter. An incident, an audit, a deadline, a scaling wall.