The Extra Group helps early-stage founders transform from "brilliant builders" into successful sellers.

Through our proven blend of sales education, executive coaching, and go-to-market advising, our clients unlock repeatable revenue and make undeniable progress towards product-market fit.

Our expertise is in B2B/B2B2C. We love to serve:

• Technical founders who can build amazing products but feel lost in sales conversations
• Mission-driven entrepreneurs who want to grow without compromising their values
• "Unlikely salespeople"—introverts, scientists, policy experts, and activists who never imagined they'd need to sell
• Pre-PMF startups (zero to 100 repeatable sales) who need to prove traction fast

Why work with us

Proven results for founders, like:

• 70xed their recurring revenue and counting
• 200% increase in calls booked after outbound strategy overhaul
• Closed two sales within four weeks of a strategy refresh
• Increased sales calls per week by 400%
• Clarified their target buyer, after months or years of pivoting

What sets us apart:

• For founders, by a founder: I'm an exited founder who struggled with the same sales challenges you're facing. I share my mistakes openly so you can avoid them.
• Custom-built for early-stage: Lots of sales advice for founders is reverse-engineered from late-stage sales. This doesn't work. Our methods are designed specifically for founders selling before product-market fit.
• Holistic approach to founder-led sales: Tactics aren't all you need for revenue growth. We address the mental game to ensure you actually execute winning tactics.
• Values-aligned selling: Our methods require no persuasion or convincing. Perfect for founders who refuse to compromise their authenticity to make sales.
• Beyond training: You get accountability, templates, peer community, and ongoing coaching to ensure real implementation.

Most sales training gives you a playbook and wish you good luck. We give you a complete system plus the mindset and support to make it work—without feeling like a sleazy salesperson.