Turning Founder Led Sales into a Repeatable Playbook

If you’re a founder leading sales, you’re likely doing a lot of things right—without even realizing it. You know the product, understand the customer, and can tell the story in a way that resonates. The challenge comes when you try to bring someone else in to help you sell.

Suddenly, what felt easy and natural becomes harder to explain. You might hear yourself saying things like, “Just say what I would say,” or “It depends on the conversation.” That’s a red flag.

Here’s the truth: instinct works when it's just you. But it doesn't scale. And it doesn’t give new hires or contractors anything solid to work from.

This is where a sales playbook makes a real difference.

Why You Need a Sales Playbook

A playbook helps you get what’s in your head onto paper. It gives your future salespeople (or even yourself) a repeatable structure to follow. It keeps messaging consistent, shortens onboarding time, and makes it easier to track what’s working.

It doesn’t need to be complicated. You’re not writing a textbook. You’re documenting what already works so others can build on it.

Start With What You Know

You already have the raw material. Ask yourself:

• What pains do we solve for customers?

• What stories or case studies usually land?

• What questions tend to move the conversation forward?

• What objections come up most often—and how do I handle them?

Write it down. Make it simple. Use real examples.

Add a Sales Methodology to Anchor the Process

This part matters more than most founders realize. Picking a basic sales framework gives your playbook structure and shared language. It helps you define what a good discovery call looks like, how to qualify leads, and what steps to take before closing.

Some of the common frameworks include:

• Gap Selling – focused on uncovering the gap between where the buyer is and where they want to be.

• Consultative Selling – emphasizes understanding needs and positioning your solution as the best fit.

• SNAP Selling – great for dealing with busy, modern buyers who are overwhelmed with information.

You don’t need to spend any money. There are solid free resources available for most of these, and I’m happy to recommend one that fits your business model.

Keep It Practical

A good playbook isn’t just a theory—it’s a tool your team actually uses. That means keeping it practical:

• Sales questions to ask

• Email and DM templates

• Common objections and responses

• Ideal customer profiles

• Deal stages and what to do in each

Over time, you can build it out. But it starts with just writing down what you already know.

Not Sure Where to Start?

If you're running founder-led sales and don’t have a playbook yet, you're not alone. Most early-stage companies are winging it longer than they should. The good news is, building one isn’t as hard as it sounds.

If you want help getting started—or choosing a methodology that suits your business—get in touch. I’ll walk you through it.