Track 1: Startup Sales Launchpad

From Startup Idea to First Customers

From Startup Idea to First Customers

The Startup Sales Launchpad is a 4-hour online interactive workshop designed for aspiring founders who are just beginning their entrepreneurial journey. Through practical exercises and guided learning, you’ll discover how to embrace the sales mindset, find and engage your first customers, craft a value proposition that resonates, and design your first repeatable sales process.

This program equips you with the clarity, tools, and confidence to move from idea to your first paying customers and build the foundation for future growth.

About the course

Who This Program Is For

This program is designed for aspiring founders who are:

  • At the idea stage or just starting their entrepreneurial journey

  • Exploring a high-tech B2B concept and need early traction

  • Preparing for incubation, acceleration, or fundraising

  • New to sales and looking for a clear, structured approach

What You Will Learn

In this 4-hour online interactive workshop, you will gain the skills to:

  • Embrace the startup sales mindset and avoid common pitfalls

  • Identify and engage your first customers

  • Develop a compelling value proposition that resonates

  • Design a simple, repeatable sales process to win early deals

Detailed Curriculum

Hour 1: Startup Sales Mindset & B2B Basics

  • Why founders must sell first

  • How B2B sales works differently

  • Avoiding common mistakes

Hour 2: Finding & Winning Your First Customers

  • Defining your beachhead market

  • Conducting customer discovery interviews

  • Building your first outreach list

Hour 3: Crafting a Compelling Value Proposition

  • Frameworks for value prop design

  • Differentiation vs. competitors

  • Refining and testing your message

Hour 4: Building Your First Repeatable Sales Process

  • Stages of an early sales funnel

  • Staying organized without expensive tools

  • Intro to sales playbooks

About the Instructor

Benedict Stalder is the founder of Scaling Up Sales. He moved up the career ladder in sales in leading multinational companies and identified that one reason these companies became successful is how they implemented Sales Management processes. He identifed that these Sales Management processes are very rearly taught or understood in Startups or SME’s.

This gave him the drive to start the Sales Management Academy with the aim to educate founders and leaders in how to scale the commercial organisation and learn the key to sales success.

To summaries, Benedict has:

  • 35+ years in sales, startups, and executive leadership

  • Board member, advisor, and founder coach

  • Creator of the Scaling Up Sales methodology

  • Experienced in helping tech companies expand in Europe, US, and Asia

What Participants Will Walk Away With

  • A clear sales mindset tailored for early-stage founders

  • A target customer list and outreach plan

  • A tested value proposition ready for use

  • A basic, repeatable sales process to land first paying customers

Format & Logistics

  • Format: 4 hours of live, interactive online training (webinar format with hands-on exercises)

  • Language: English

  • Investment: CHF 600 (includes course and session materials)

  • Next session: Online, November 6th, 2025 - 13:00-18:00

Ready to take your sales leadership to the next level?


Seats are limited to ensure interactivity and we look forward to receiving your application!

For any questions, please reach out to our admissions manager by email or book a call.

  • Course occurrence: 2 Times / year

    Duration: The course is structured as an afternoon workshop.

    Where: Online Zoom

    Next session: November 6th, 2025 - 13:00-18:00

    Price: CHF 600.- per participant

    • Entrepreneur, Co-founders

    • Directors, CEO, CCO, CSO, managers …

    • Sales & Business Development people

    • For B2B industries (technology, health, innovation, industry, services, energy …)

    1. Apply using the application form.

    2. Your application is reviewed.

    3. Optional call to ensure the program fits your needs.

    4. You are admitted to the course.

    5. You receive an invoice with the course fees.

    6. Paying the course fee reserves your seat on the course.

    7. You will receive a confirmation email with the course dates.

    8. You receive detailed participation instructions one week before each course session.

  • About half of the participants participated with one or more colleagues or their cofounders.

    Each participant is required to fill out an application form.

    1. I won't be able to attend one of the days of my planned session.
      Do I have to select another session?
      - You can catch up any missed days up to one year later in another session.

    2. Will I receive a certificate of completion for this course?
      - You will receive a certificate mentioning the session and days you attended

    3. Does this course earn me ECTS points?
      - Our course is designed for working professionals and entrepreneurs who are no longer enrolled as full-time students and, therefore, do not qualify for ECTS credit allocation.