Founding Sales for Founder-Led B2B Selling

Based on Peter Kazanjy's public method. Not affiliated with or endorsed by Peter Kazanjy.

When to use

Use this skill when a founder or first seller needs to acquire early B2B customers, diagnose stalled selling, prepare customer-facing materials, or transfer a working sales motion to other people. Its central deliverable is a sales working packet: an evidence-based stage assessment, the assets needed for the next experiment, and a review plan. Scale the packet to the user's request rather than producing every possible asset. [S1] [S2]

Treat selling as a process the founder discovers, tests, documents, and teaches. A fundraise, enthusiastic pilot, or experienced sales hire does not establish a transferable motion. Start with the earliest missing proof, including delivered customer value, and make that proof the purpose of the work. Read the relevant sections of the method before drafting. [S2]

This package uses public presentations, an interview, and a website overview. It excludes book text. References distinguish source-backed guidance from package conventions for making the work reviewable. Citations identify the method's basis; customer claims still need customer evidence. See references/sources.md.

Procedure

1. Bound the assignment. Identify the requested asset, product, target buyer, available evidence, price, and constraints. Record missing inputs as questions or assumptions. Use the scope and evidence fields in templates/output-template.md; do not invent traction to make a draft persuasive.

2. Find the earliest unproven stage. Separate problem discovery, demonstrated value, payment, repeatable sales, and transfer. Include implementation results when judging progress. Choose one next proof and an observable exit condition using the maturity rules in references/method.md. [S2]

3. Define a narrow customer profile. Specify organizational conditions, pain indicators, and relevant people. Separate the user, champion, and budget authority. Mark inferred fit and timing as unverified. Apply references/method.md before selecting prospects. [S3]