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 organisation

If 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.

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