​Sell What Matters: How Founders Create Urgency and Close Faster

About the Session:

​​This tactical session is for founders who are leading sales but want to level up their messaging and deal execution, and who want to close deals faster while maintaining their authenticity.  We’ll tackle one of the most common challenges at the early stage: making the value of your product immediately clear—in a way that resonates with buyers, not just builders or potential users.

​​We’ll bridge product and GTM thinking to help you:

• ​​Translate product features into credible buyer value

• ​​Make your demo about your buyer and the impact to their org

• ​​Align what you say to where the buyer is in their journey

• ​​Deliver “aha” moments earlier in the sales process

• ​​Build decision confidence and deal understanding late in the funnel

​​Why it’s different:
Versus other sales workshops, this session is rooted in founder reality: incomplete products, variable roadmaps, vague ICPs, and fast-changing narratives. We’ll use real examples from early-stage deals and focus on how to evolve your pitch without sounding scripted or generic.

​​What you’ll leave with:

• ​​A framework to connect your product to urgent buyer problems

• ​​Messaging tactics for building value before the product is mature

• ​​Ways to shift your pitch based on signals from buyers (without guessing)

​​​About the Host:
Jonathan Tice, Founder and GTM Operator, Fit To Scale

Jonathan is a seasoned GTM operator who has helped lead multiple B2B SaaS companies beyond founder-led sales to sustained high-growth and successful exits. He now helps early-stage venture backed teams turn founder-led sales into scalable revenue strategies.