Hate Selling? Too Bad; You Still Have to Do It

Chelsey Reynolds
Jun 24
4 min read

Featuring John Kennelly, Founder of I HATE SALES

Founders who hate selling and sales need to learn it fast to get their business growing.

Think you can avoid selling as a founder? Think again. Sales coach John Kennelly shares why founder-led sales is non-negotiable, how to stop hating it, and why AI won’t save you.

If you’ve ever shouted “I hate sales!” into the void while doomscrolling LinkedIn, this one’s for you.

We sat down with John Kennelly, the founder of I HATE SALES, who’s made it his mission to help brilliant founders stop avoiding sales and start owning it. And yes, the name of his company tells you everything you need to know. If you think you’re too good, too shy, or too early to sell, buckle up; this conversation might just change your mind.

Want to listen to the full episode? We got you covered.

Why Founders Have to Sell

"Update your resume or learn to sell." That’s John’s message to early-stage founders who think they can outsource sales from day one.

Here’s the thing: people want to buy from the boss. Especially when you're under $1M in revenue, founder-led sales isn’t just helpful; it's essential. Your passion, your expertise, your scrappy energy... those are the things that close early deals.

Hiring a sales team too early, relying on ads, or crossing your fingers for inbound leads? That’s a fast track to frustration. In the beginning, you are the sales strategy.

Why So Many Founders Hate Sales

Even the most brilliant product builders or service pros often cringe at the idea of selling. John breaks down two main reasons:

Most founders have never done sales before. They love their craft and want to spend their time delivering it... not selling it.
They’ve been bombarded by bad sales tactics. If you’ve ever been hit with a dozen LinkedIn DMs after changing your job title, you know exactly what we mean.

When you’ve only seen sales done poorly, of course it feels gross. But sales done right? That’s a different game entirely.

And John’s quick to remind us: sales is a skill. One you can learn, practice, and get great at—no blazer required.

“We are constantly being sold to. Sales works. You might as well learn to do it well.”

The $4,000 Lesson You Don’t Want to Learn the Hard Way

Early in his career, John landed a deal that would’ve paid him $10K in commission; instead, he walked away with six.

Why? A single cold email he forgot he even sent. It listed a lower price point than what he eventually pitched, and the buyer pulled receipts. They still closed the deal—but at the discounted price.

Here’s the painful but important takeaway:

If you’re going to talk pricing, be absolutely clear about what justifies each tier.
Never include pricing in a cold email unless you’re ready to back it up with real value.
Don’t assume people won’t remember; they will. Especially when money’s involved.

Pricing can be a powerful tool, but only when you wield it carefully. It’s not about hiding numbers; it’s about matching them to the right level of service.

AI Isn’t Going to Save Your Sales

John recently lit up LinkedIn by sharing a spicy opinion: he doesn’t use AI note takers in sales calls.Not because he’s anti-tech, but because he believes they make people lazy. And lazy attention = missed connections.

When people rely on bots to take notes, they often check out of the actual conversation. The end result? Generic follow-ups, forgettable pitches, and shallow relationships.

To be clear, John’s not anti-AI. He’s pro-human, especially in sales. And he’s got a point; the more automated outreach becomes, the more rare (and valuable) real conversations are.

So, where is AI helpful and where is it not?

Helpful: deep research, prep work, and automating admin tasks.
Not helpful: replacing genuine connection during live conversations.

AI can absolutely boost your efficiency; just don’t let it become a crutch. Especially if you're trying to build trust, not just pipelines.

So You’re Not a Salesperson? Too Bad

Founders love to say, “I’m not a salesperson.” But here’s the real talk from John: if you’re not willing to sell, your other option is dusting off your resume and finding a job.

There’s a myth that if you build something great, people will magically show up. They won’t. Not without a push.

Before you build a sales team or buy ad space, you need to know exactly what you’re selling, who it’s for, and why they should care. That only happens through founder-led sales.

Let’s make this practical: if you want to avoid the spammy sales tactics you hate, try this instead.

Get ultra-clear on your ICP. That means industry, company size, revenue band, team size, specific pain points, and even job titles.
Lead with the problem you solve, not your features.
Make it human. Be direct, helpful, and specific. No “world-changing platform” fluff.

Once you know your customer and your value, reaching out to them isn’t gross; it’s a service.

TL;DR: Selling Isn’t Optional

Here’s the deal. You don’t have to love sales. But if you’re going to run a business, you do have to learn how to do it.

Founder-led sales gives you the fastest, clearest feedback on your offer.
Avoiding sales might feel safe, but it costs you time, money, and momentum.
The sooner you embrace it, the faster you grow.

John said it best: if your product solves a real problem for a real person, you’re doing them a favor by reaching out. Selling isn’t gross; it’s how you help.