If your startup is struggling to close deals or if you’re wondering why your startup is losing sales, you are not alone, and you are not powerless either.
From early-stage startups to post-revenue companies, a drop in conversions or consistent silence from leads often points to more than just pricing, services, or product features.
In many cases, the real issue is the team behind your sales efforts.
And yes, this goes beyond hiring a salesperson and calling it a day.
In this blog, we will break down:
- Why your startup might not be getting clients
- How to fix low sales from the inside out
- What to look for when you hire a sales team for your startup
- Practical sales strategies that actually work
Let us get into it.
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You Built a Great Product, But Not a Sales-Ready Team
Many founders obsess over product quality. And they should. But even the best product/service will not sell itself.
If your startup is not getting clients, it might be because the people responsible for communicating its value are not equipped or do not even exist.
Ask yourself:
- Do you have someone dedicated to understanding customer objections and handling them well?
- Is anyone on your team responsible for converting interest into action?
- Are you relying only on founders to sell?
Your sales outcomes will always reflect your team’s structure and capacity. This is why knowing how to hire a sales team for a startup is no longer optional; it is survival.
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You Are Pitching to the Wrong People (or Pitching Too Soon)
Startups often chase anyone who will listen. That is an expensive mistake.
If your product/service solves a real problem, but your sales process keeps missing the mark, you are likely targeting the wrong buyer personas or approaching them at the wrong stage.
This happens when:
- Your team lacks go-to-market experience
- There is no one testing or refining your sales messaging
- You do not have clear sales strategies that match your customer journey
The right team will help you fix low sales by not just showing up but showing up in the right way, to the right people, at the right time.
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Your Sales Process Has No Strategy, Just Hope
Hope is not a strategy. Sales pipelines built on wishful thinking are one of the top reasons why your startup is losing sales.
Here is what a poor sales process looks like:
- No CRM, or disorganized lead tracking
- No follow-up rhythm or timeline
- No defined conversion milestones
- No ownership of leads
On the other hand, effective sales strategies involve:
- Understanding your client’s decision cycle
- Personalizing your outreach at scale
- Optimizing based on real-time data
Even if you have limited resources, the right talent can design a lean, conversion-focused process without burning your budget or chasing dead leads.
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You’re Underestimating the Power of Sales Talent
Founders wear many hats. But when sales is treated as a “side task,” it shows in your numbers, your pipeline, and your reputation.
Some signs you need to hire a sales team for your startup:
- You are getting leads, but cannot close them
- You are constantly explaining your offer from scratch
- Your response rate is dropping, but you do not know why
- You are too stretched to consistently follow up
Hiring right does not mean hiring big. It means hiring people who:
- Understand your market
- Can work with lean systems
- Know how to move conversations toward a decision
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Your Team Cannot Sell What They Do Not Understand
If your team does not understand your product/service, they cannot sell it.
And this goes beyond knowing features. It means understanding:
- The pain points your product/service solves
- The competitors you are up against
- The objections clients will raise (and how to address them)
- What outcomes your clients care about most
A great sales hire (or team) will not only internalize this, but they will also help shape how your offer is positioned and refined.
They bring an outside-in view that founders and dev teams often miss.
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How to Fix Low Sales With the Right Team
You cannot fix low sales by just pushing harder. Or by copying what another startup did.
You need people who understand your customers, can communicate real value, and can sell what you are actually offering, not just what sounds good on paper.
Fixing this starts with one core mindset shift: Your team is your go-to-market strategy.
A lot of startups talk about being product-led. But unless you are intentionally revenue-led too, your growth will stall.
Here is what a revenue-led, team-driven approach to fixing low sales looks like:
1. Start With a Sales-Specific Audit, Not Just a General Business Review
You do not need to fix your entire business to fix your sales problem.
What you need is clarity on where sales are breaking down. And that starts with a real audit.
But this is not just looking at dashboards or running through CRM stats. It means:
- Listening to actual sales calls or emails to evaluate messaging gaps
- Reviewing lost deals to understand patterns and real objections
- Interviewing prospects or customers who ghosted you
- Checking if your current team even has the bandwidth or skill set to sell
Without this level of diagnosis, you will keep hiring or firing based on gut feelings, and that is not sustainable.
2. Do Not Just Hire Talent, Build Around Revenue Functions
A lot of founders say, “We need a salesperson.” But that is not always the full solution.
What you actually need is to build a revenue function: a combination of strategy, systems, and people who are responsible for generating and converting demand.
Depending on your stage, that could mean:
- A dedicated SDR to generate and qualify leads
- A part-time closer who handles sales calls and demos
- A contract sales ops expert who helps set up CRM systems
- A fractional sales leader to define your process and messaging
3. Consider Outsourcing or Project-Based Sales Support
If you cannot afford a full in-house team, do not force it.
Many startups are fixing low sales by outsourcing core sales tasks to experienced professionals who have done it across industries.
You can:
- Hire a vetted sales team to run lead outreach for 30–90 days and measure results
- Work with a sales strategist to refine your pitch and build a scalable funnel
- Bring in a part-time sales coach to train your current team to improve close rates
This gives you flexibility, access to proven systems, and the chance to test your offer in-market without long-term risk.
At Betternship, for example, we help startups and growing businesses do exactly this: match with vetted sales talent or teams that are already set up to win.
4. Build an Internal Culture Where Sales Is Everyone’s Job
Even if you have a sales team, they cannot operate in isolation.
Not just performance marketing, but the full funnel.
The kind that brings in leads your sales team can actually close.
If you are getting traffic but not turning them into paying customers, your marketing and sales team are not aligned.
And sometimes, it is not about sales or marketing alone; it is about your product delivery or client experience.
Maybe clients walk away because you did not meet expectations. Or because they could not get help when they needed it.
The team you hire across the board, from sales to support to delivery, is what keeps the engine running.
If you are wondering how to fix low sales in your startup, look at your hires.
You may not need a new strategy. You may just need the right people.
5. Stop Hiring Based on Vibes: Hire Based on Fit, Context, and Track Record
A salesperson who succeeded at a Series C company may flop at your bootstrapped startup.
Someone who crushed it selling B2B SaaS might struggle selling a service.
This is where a hiring partner who understands your business context becomes critical.
You need a team that:
- Has experience with your business model and sales cycle
- Can thrive in the level of structure (or vibes) you currently have
- Matches the communication style and tone your ideal client responds to
- Is comfortable owning outcomes, not just activities
Final Thought
Sales is not a final step; it is the heartbeat of a growing business.
If you have ever asked why my startup is not getting clients or how to fix low sales, the answer may be right in front of you.
And that is the team running the engine.
Startups win when they sell well. And they sell well when they have the right team leading the charge.
Whether you are ready to hire a sales team for your startup or need support designing one that fits your stage, Betternship can help you find the people who will not just sell, but sell smart.
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