Sales is the part of business most people want to outsource first, and it’s also the part you can’t afford to ignore. We get real about why founders have to sell early on, even if they’re introverted, technical, or allergic to the “salesy” stereotype. For us, selling is simple: understand the problem, tell the truth, and earn trust one conversation at a time. That mindset matters even more in B2B sales, where the buyer is choosing a long relationship, not a quick transaction.

We talk through the habits that actually build a pipeline in small business: showing up in your community, treating every meeting like it matters, and staying persistent through the follow-up grind. You’ll hear why small gestures can keep you top of mind, why confidence dips are normal, and why integrity closes deals faster than clever scripts. We also dig into a value-first approach where contribution comes before margin, and how the “hidden” benefits of marketing and reputation often beat what your spreadsheets can measure.

Then we shift into the hard part: hiring salespeople. Great sales interviews can fool you, psychological tests can be gamed, and the real issue is belief. If a salesperson doesn’t believe the product is worth the price, they won’t last. We break down the real math behind performance, why the salesperson is carrying payroll, and how splitting the sales process into prospecting, founder-led closing, and operational follow-through can reduce risk. We wrap with how to coach a new hire through the first 100 days and how sharing customer stories can get your whole team aligned.

If this helps, subscribe, share the show with a business owner who needs a sales reset, and leave a review so more people can find us. What’s the one sales habit you want to build next?

Subscribe and tune in for new episodes of Big Talk About Small Business with Mark Zweig and Eric Howerton. Each week we focus on practical insights and real-world strategies to grow your business!

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Sell Through Trust: Building Real Relationships