If you’re a founder leading your own sales, here’s one truth that never changes – sales starts with people and building a community, not pipelines.
Every time I’ve sold a tech or financial product, it hasn’t just been about pitching a solution or closing deals. It’s always been about joining or creating communities and building real relationships – the kind that grow through genuine conversations, shared experiences, and helping others without expecting anything in return.
The Power of Real Connection
With all the digital tools available today – LinkedIn DMs, automated funnels, AI assistants – it’s easy to think that sales can be scaled by simply sending more messages.
But nothing replaces human connection.
A short chat over coffee or a face-to-face conversation at an event can open doors that a hundred cold emails never will.
Of course, not every founder can rely on in-person networking all the time – especially when your market is global.
That’s why community becomes your bridge between reach and relationships.
Find Communities That Already Exist
Chances are, your ideal customers are already gathering somewhere online or offline.
Instead of trying to reinvent the wheel, start by finding these spaces and becoming an active, valuable participant.
Maybe it’s a niche Slack group for SaaS founders, a startup-focused Meetup in your city, or a Circle or Skool community that’s discussing your problem space.
When you show up to genuinely share insights, offer help, and ask thoughtful questions, people start to see you as a trusted voice – not a salesperson.
That trust is the foundation of every great sale.
When a Community Doesn’t Exist – Build One
Sometimes, you’ll find there’s no community yet for your niche or audience.
That’s actually great news.
If you create it, you instantly position yourself as a connector and thought leader.
Start small – host a monthly meetup, create a Luma page for a free founder coffee chat, or start a private WhatsApp group for early users.
The tools are already here: Meetup and Luma make events easy to discover; Circle and Skool help you build member-driven spaces where conversations and relationships can grow organically.
Even local, non-business communities – like sport, wellness, or creative groups – are becoming rich ground for connection. Founders are realizing that shared interests build stronger bonds than shared industries.
AI Is a Tool – Not the Foundation
AI can help you write faster, schedule smarter, and automate repetitive tasks.
Use it to save time, not replace connection.
When it comes to communities and events, resist the urge to over-automate – people can sense when the human touch is missing.
AI can analyze engagement, draft invites, or suggest talking points, but it can’t replace curiosity, empathy, or sincerity.
Those are still your most powerful sales assets.
The Founder Sales Lab Perspective
At Founder Sales Lab, we help founders master this through our Global Accelerator Program.
Founder-led sales isn’t about doing it all yourself – it’s about being seen, heard, and trusted by the people you can truly help.
Start by finding your people. Or better yet, bring them together.
