Adding the job of sales to the CEO or founder’s role is common for startups that are exiting the gates of customer discovery. Now they’ll sell the product for 50% of their time and continue with their other responsibilities for the remainder of the time.
This almost never works. If you are going sell, then sell with 100% of your time and effort and find someone else to deal with your other responsibilities. Anything less than this requires a mythical level of willpower and dooms most people to failure.
It’s like that time you were meant to be studying for exams and you found yourself cleaning your bedroom, then doing the dishes. Studying was hard and uncomfortable and you’d search for any reason to avoid starting. You’d search for any activity that you could define as ‘productive’. You wouldn’t play video games, or go to the pub. You’d clean your bedroom because you could fool yourself into thinking you were still being productive and therefore feel like less of a waster.
It’s the same thing with sales. Sales is uncomfortable and full of rejection. If the “salesperson” can do anything else and still feel like they are being productive then they will do that instead of selling. This is particularly the case with non commissioned salespeople such as founders.
Almost no one wants to pick up the phone and start to navigate a large organization, dealing with rejection every step of the way. Good sales people do it because there is no other way to achieve their goals. As soon as you give them multiple goals then you’ve given them a way out.
Remove all other activities and responsibilities from your salesperson – even if that’s you. Give them exactly one way in which they can feel good about themselves. Selling, not cleaning their bedroom.