We explore why technical founders often struggle with sales and how shifting from product-focused to people-focused transforms business growth. Matthew Wyatt, founder of Tech Torque shares powerful strategies for building trust and closing enterprise deals.• Tech founders struggle with sales because they come from a linear, engineering mindset that conflicts with the "soft and spongy" nature of sales psychology• The best product rarely wins – it's about trust, reach, and communication, similar to why celebrities can successfully launch products• Effective salespeople get customers talking about their problems rather than dominating conversations with feature dumps• Consider selling consulting first instead of software to bypass procurement barriers and build trust from inside the organisation• Replace ineffective free trials and demos with educational content and case studies that build trust before asking for a sale• Create different messaging for each stakeholder in the buying process – target the actual users first rather than competing for CEO attention• Give customers specific "jobs" during the sales process to increase their engagement and commitment• The most transformative moment for tech companies is when they shift from being product-focused to becoming a sales and marketing organisationIf you sell to businesses, stop thinking about B2B and start thinking about H2H – human to human. Businesses don't buy things; people inside those businesses make purchasing decisions based on trust, personal ambition, and emotions.Send us a text

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