Workshop: What Every Startup Founder and Entrepreneur Needs to Know About Sales

Date: August 16, 2018

Producing early traction and generating revenue is crucial to the success of any startup, but most founders and entrepreneurs don’t know how to effectively communicate their company message and sell their product.

Most hate cold calling – both for its inefficiency and the inevitable rejection that ensues. Some get nervous about pitching and trying to persuade others – and the thought of failure, especially when cash is running low. Others push too hard to close – and get angry, or depressed – when prospects, partners, or investors just don’t get it.

So, what do most founders and entrepreneurs do?

1.) Many persevere, for better or worse, with their existing approach.

2.) Others try to hire away their problems, bringing in expensive or inexperienced sales people who usually don’t succeed.

3.) And some seek to learn how to develop and implement a repeatable, predictable, manageable sales process and techniques to back it up.

If you are in the latter group, then this workshop is for you. You realize that being able to effectively articulate the challenges your product resolves, and the business value it delivers, is critical for:

  • Attracting potential investors;
  • hiring talented people to join your team;
  • Developing strategic partnerships to grow your company;
  • engaging with early adopters to find product market fit;
  • and so much more.

Leading this workshop is David Cowan, Founder of the Silicon Valley Sales Group, which owns and operates the Sandler training center in Santa Clara. Sandler is a worldwide organization that trains and coaches a proven sales process used by large companies like LinkedIn, Salesforce, and Oracle to develop high performance sales teams, but also by startups to drive traction, gain competitive advantage, and accelerate growth.

In this workshop you will learn how to effectively communicate, connect and sell your company, product and message. This talk will provide you actionable takeaways to:

  • Understand the importance of following a predictable, repeatable, manageable sales process and the key elements you can put in place right away.
  • Learn how to drive outcome-based meetings to control and advance each step of the sales process.
  • Craft messaging that engages clients at a deep emotional level.
  • Overcome the negative self-talk that can hold you and your team back from achieving the success you want and deserve.
  • and so much more, including your questions!

If you are a founder, entrepreneur or work for a startup, this is an event you do not want to miss!

Dinner and drinks are provided.  Free parking available.

Seating is limited, so reserve your ticket now.


6:00pm – 7:00pm: Registration and Networking
7:00pm – 8:30pm: Workshop Presentation


Founders Floor is a co-working accelerator for tech startups in San Jose. We host regular, informative startup events in the Bay Area, bringing entrepreneurs and industry experts together to learn and network. Find out more about our accelerator program here or our other upcoming startup events here.

Event Starts In









Thursday, 8/16/2018


6:00 p.m. – 9:00 p.m.


Founders Floor

2 North 1st St., 5th Floor

San Jose, CA 95113

Please Support Our Sponsors

Workshop Speaker

David Cowan


Silicon Valley Sales Group

Dave is a seasoned B2B sales leader with over two decades of experience driving revenue growth by managing end-to-end sales and support organizations that deliver operational efficiency and superior customer service.

Dave has extensive experience developing markets, managing direct and channel sales, and building high performance teams in the US, Asia, and Europe for SaaS platforms, software development tools, embedded systems and IoT device networks.

Dave holds both BA and MBA degrees from the University of California at Berkeley.

Free street parking

Abundant street parking is available for free after 6:00 p.m. in downtown San Jose. Streets closest to Founders Floor with free street parking are Santa Clara St., North Market St. and St. John St.

Free parking garage

Founders Floor will provide a 2 hour free parking voucher to the Market & San Pedro Square Parking Garage. This garage is only one block away from Founders Floor. It’s located at 45 N. Market St., between W. Santa Clara St. and W. St. John St. Upon check-in at the Founders Floor event, make sure you ask for the 2 hour free parking voucher.

Public transportation

VTA Light Rail is right outside our building, and runs every 20 minutes making public transportation fast and easy.  Both the Mountain View-Winchester and the Alum Rock-Santa Teresa VTA light rail stop at the Santa Clara Station(s) which is located just a block away.

Refund Policy

You may request a refund up to 48 hours before the event. Unfortunately, any refunds requested less than 48 hours before the event cannot be honored. Thank you for your understanding.


By participating in this Founders Floor Event, you agree to this liability disclaimer:

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