Written by: Esther John, Partner Growth Manager at Scalein
Intheearlystagesofastartup,foundersoftenfocusprimarilyonbuildingtheperfectproduct.Hoursare spent developing, testing, and refining features in the hope of creating something that will disrupt the market.
Whilehavingagreatproductisundeniablyimportant,manyfoundersoverlookacriticalfactorin their startup’s success: sales.
Without a solid sales strategy and the right team to drive it, even the most innovative product is unlikely to gain the traction it needs.
Why Sales Professionals Are Crucial for Startups
I’ve seen this firsthand in my work at Scalein, where we specialize in helping tech startups across Africa scale their operations and sales capabilities.
We’ve worked with companies like Curacel, Max.ng, Earnipay, Formplus etc. and one consistent theme emerges: many founders place immense emphasis on hiring product teams—engineers, designers, and developers—believing that a great product will sell itself.
While this mindset is understandable, it is a common trap that many fall into.
The reality is that no matter how revolutionary your product is, if you can’t effectively market, sell, and generate revenue from it, it might as well not exist.
This is where sales and business development professionals come in. They do far more than just sell a product—they validate the market, build relationships, and create feedback loops that can significantly influence product development.
They are the bridge between the product team and the real world, providing invaluable insights about customer needs, competitive landscapes, and pricing strategies.
Validating Your Product Through Sales
At Scalein, we emphasize the importance of validation through sales. Product teams can hypothesize all they want about what customers need, but it’s the sales team that actually engages with potential customers and uncovers what they truly value.
When startups bring in experienced sales professionals early on, they’re able to test and validate their product offerings in real-time.
This not only ensures that the product is solving the right problem but also helps in refining the product-market fit.
Without this vital feedback loop, companies run the risk of spending months or even years developing a product that no one wants to buy.
Driving Revenue Early
In the startup world, cash flow is king. Even if you’ve secured initial funding, you need to start generating revenue as soon as possible.
A skilled sales team is essential to this process. They know how to build pipelines, close deals, and generate revenue early in the game.
This is crucial for startups trying to prove their business model to investors or achieve financial sustainability without relying solely on outside funding.
Through my experience working with start-ups in the Africa echo system, I’ve seen how focusing on building a strong sales team from the start can make all the difference.
Our clients at Scalein have collectively gone on to raise over $40 million in funding, and a critical factor in their success has been having the right sales professionals.
Startups that prioritize sales early are able to generate the revenue necessary to sustain operations, attract further investment, and fuel future growth.
Building the Right Sales Team
Hiring the right sales professionals can make or break a startup’s success. You need individuals who are not only skilled in selling but also passionate about the company’s vision.
Sales in a startup environment is far different from established companies. You need team members who are adaptable, resilient, and proactive in finding new ways to reach potential customers.
In early-stage companies, there’s often no playbook for sales—so it’s important to bring on people who can create one from scratch.
Moreover, business development professionals play a key role in forming strategic partnerships that can accelerate growth.
These partnerships can open doors to new markets, help the company scale faster, and ultimately create a stronger competitive advantage.
Conclusion
As someone who has spent years working in sales and business development, I’ve seen the transformative impact that the right sales team can have on a startup. Founders must realize that a great product alone is not enough to succeed. Sales and business development professionals are critical in validating the product, generating revenue, and ensuring long-term success.
If you’re building a startup, don’t make the mistake of overlooking the importance of hiring the right sales talent. They’re not just there to sell—they’re there to help you validate, grow, and scale. In today’s competitive market, the startups that win are the ones that get their sales strategies right from the start.
At Scalein, we help founders build the right sales teams and create the infrastructure needed to support scalable growth. By focusing on sales early, startups can unlock their full potential and turn their innovative products into thriving businesses.
Who is Esther John?
Esther John is a first-class graduate in Computer Science, who brings a wealth of knowledge and expertise to every project she undertakes. Throughout her academic journey, she held numerous leadership positions, honing her ability to lead teams and drive initiatives to success.
In her professional career, Esther John had the privilege of working with a variety of companies, applying her skills in project management, public relations, problem solving, product management and now marketing & IT to deliver results. Whether it’s optimizing processes, fostering strong team dynamics, or implementing cutting-edge technologies, she thrives on the challenge of driving innovation and making a positive impact.
Esther John is passionate about continuous learning and growth, always seeking new opportunities to expand her skills and make a meaningful impact in the ever-evolving landscape of technology and business.
