Why my co-founder refused to do sales? Confession

Achal's point in normal sense is suicidal for business.

We may romanticize product, startups - but unless cash flows - it's suicidal for businesses.

But still he's right & I feel ashamed to miss important point pitching our product to customer but missing point more important than sales.

I am not sure if there's a better intelligent way to handle the situation, but still it just feels right what he did

We got a good customer - a Car Dealer. We talked to their Service head at 5.30pm. The head was interrupted at least 5 times in a 30 min meeting by his team. The normal day at an Auto dealer.

Towards end - he said - let's start a pilot. Let's discuss the commercials tomorrow 9.30am.

Trust me - we are no longer in corporate...We aren't made 1000s of dollars to do meetings. We get paid only when customer buys...so this is ahha moment for businesses.

This is an important point for a startup..."We grind a lot...to reach an actual client who purchases from you".

But then Achal call me & says - "Let's not start even pilot". I was lost - "Really? What do you mean" - I said.

Achal said - I am not convinced that we have heard enough of client & his problems. He was too busy genuinely.

now, I saw what Achal observed. I had missed this great point while busy explaining ours solution. Tbh - i am little ashamed of that...How could I miss this important point.

While we can romanticize about product, remember - money, sales, revenue are life line of business.

It takes courage that Achal showed to say "no" to a potential reward - when we work so damn hard for each win.

But startups, business are way beyond money or lifeline too...It has to be able to generate value.

next day 9.30am - we had best call ever with Dealer & their manager...no sales....Just listening, conversing deeply to client - their context, asking them question.

We haven't yet closed this sales. We may well still not close it.

But we feel much richer now...working to build value, listening, understanding customer. tbh - I am little ashamed of myself - how can I overlook this subtle point & large picture.

But that's how business are...we make mistakes, rise, fall...but nothing must get before value for customer

Are there any better ways to handle such situations?