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What does it take to build a lasting startup? For sales coach and ex-Googler TJ Allison, the answer is simple: “You either make stuff or sell stuff.”

Beyond the Build: The Power of Conversation

Too many early-stage founders stay isolated, focused on perfecting their product and missing out on the real magic, talking to customers. TJ Allison, founder coach and sales strategist, warns that without continuous dialogue with the market, entrepreneurs risk building in isolation, losing sight of what customers actually want.

Allison's core GTM (go-to-market) philosophy is rooted in getting out of the building:

• “The more conversations you have, the more likely you are to win. Even if you hit failure points sooner, you reach your potential faster.”
• GTM isn’t just about sales. It’s content, marketing, trial, and iterating live with prospective users.

Demystifying Leads & Opportunities

Allison is laser-focused on helping founders distinguish between “leads” and “opportunities.” A lead, he says, is someone you think might need your solution even if you haven’t spoken to them yet. An opportunity, by contrast, is defined by a timeline and a buying signal. Great sellers, especially in a startup, prioritize vigorously and move fast.

Customer Focus: Founders must resist the urge to push their own agenda. “Be obsessively customer-focused,” Allison advises. Every meeting is less about what you’re trying to achieve and more about how the customer thinks and acts.

The Art of the Agenda

One unique piece of Allison's toolkit is the concept of a dual agenda:

• Real Agenda: Your actual meeting goals.
• Secret Agenda: Genuine curiosity - what are their real pain points? It’s okay (and even encouraged) to have these side explorations. Ask: How are you guys thinking about X? or How do you feel about Y?

Simplifying the Sales Demo

Many founders obsess over showing everything their product can do. Allison advises the opposite:

• Start tiny: Demo only what matters to the customer’s current problem.
• Never default to a canned walk-through: Instead, run a focused “mini demo,” gauge interest, and only go deeper if invited.

Mastering Sales Meetings & Questions

Allison's panel wisdom for NYU founders:

• Book a Meeting from Every Meeting: Every call should end with concrete next steps. Calendar invites beat vague promises.
• Solicit Risks Proactively: Don’t wait for objections. Ask outright, “Is there anything that could block us here?”
• Question Craft: Use a blend of close-ended questions (“What are you using this for?”) and open-ended ones (“How would success look to you?”) to both gain clarity and keep the conversation flowing.

Building Resilience in the Face of “No”

Most founders will hear “no” more than “yes,” Allison reminds us.

The secret? See each rejection as feedback, not failure. His advice is simple but seldom followed:

• Always dig deeper. Don’t take the first “No” at face value. Ask follow-ups.
• Develop a thick skin: Rejection is part of the process, not a verdict on your startup’s value.

Charging for Value, Measuring Success

From “always charge for pillows” (never give high-value components away for free) to defining clear, up-front success criteria, Allison pushes founders to structure deals intentionally. Pilot conversations should always address metrics, success definitions, and pathways to paid contracts.

Action-Driven Networking

Change happens through action. Allison encourages founders to:

• Ask aggressively for introductions after calls.
• Use LinkedIn and professional organizations strategically.
• After a week of sales calls, reflect on one concrete change that can be made in your sales process.

Final Thought: Sales Is a Founder’s Superpower

For NYU entrepreneurs, Allison’s message is a powerful call to action: Don’t delegate early sales. Embrace it. Treat every conversation as an opportunity to learn, improve, and build resilience. Success comes not just from what you make — but from your relentless pursuit to sell, serve, and iterate alongside your customers.

Connect with TJ Allison for more proven GTM frameworks, tactical sales coaching, and mindfully human startup growth.