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.
