S6E16 - You Built It, Now Sell It: Mastering Founder-Led Sales for your B2B SaaS with Zoltan Vardy

Imagine this: you’ve finally finished building your product after countless late nights. The code works, the demo is ready, and your first prospect is waiting. Your heart races because you know one thing for sure: if this person says no, nothing else matters. On this episode of the Grow Your B2B SaaS Podcast, host Joran Hofman chats with Zoltan Vardy, founder of The Launch Code, about why this exact moment is so important. As a founder, you're not just pitching a product—you are the product's voice, its story, and its proof. Customers don’t care about fancy features or your funding round. They care about solving their pain. And when that pain is real, they need someone who truly understands it—you. Founder-led sales give you the chance to connect directly with buyers, test your messaging, and build trust in ways no marketing tool can. According to Zoltan, it’s not just about selling. It’s about leading with purpose, listening deeply, and learning fast. If you’re not leading the charge, you’re missing the biggest growth opportunity your startup has.

Key Timecodes

• (0:00)- Importance of Solving a Problem in Sales  
• (0:38)- Introduction to Founder-Led Sales and Guest Introduction  
• (1:23)- Misconceptions About Sales for Tech Founders  
• (2:40)- Case Study: Banners and the Importance of Problem-Solution Connection  
• (3:27)- Why Founder-Led Sales is Crucial  
• (4:40)- Example: Camp Map and Founder-Led Sales Turnaround  
• (6:00)- Common Mistakes in SaaS Sales  
• (7:20)- Zoltan's Blueprint for Successful Founder-Led Sales  
• (9:44)- Starting Sales: Value Proposition and Customer Targeting  
• (11:43)- Overcoming Fear and Pain of Selling  
• (13:13)- Transformation Example: Action Audit  
• (14:53)- Sales as a Transformation Process  
• (16:07)- Challenges in Implementing the Blueprint  
• (18:32)- Steps to Get Started with Sales Today  
• (20:00)- The Myth of Hustle Culture and Real Sales Work  
• (21:16)- AI in Sales: Enhancements, Not Replacements  
• (23:30)- Preparing for Objections in Sales  
• (24:16)- The Future of Sales with AI Integration  
• (26:05)- Sales in Enterprise: Importance of Personal Touch  
• (28:00)- Case Study: Dextery's Clear Problem-Solution Connection  
• (30:01)- Iteration in Value Proposition and Market Fit  
• (32:29)- Persistence in Entrepreneurship  
• (32:39)- Summary of Key Advice on Founder-Led Sales  
• (33:09)- Advice for Growing SaaS Companies: Zero to 10K MRR  
• (33:55)- Advice for Scaling to 10 Million ARR  
• (35:05)- Final Summary and Key Takeaways  
• (37:21)- Zoltan's Offer: Free Chapter of The Launch Code Book  
• (37:45)- Encouragement for Founders to Embrace Selling