Letting Go, not Letting Down: Passing Sales to Your First Account Executives
I’ve spent the last few weeks talking to founders facing one of the toughest challenges in scaling: the moment the sales engine they personally built and ran with determination starts to splutter. You’ve brought in the first revenue, closed the toughest deals, and proven your product has a market. You are the embodiment of your company’s early momentum. However, as the business grows, being the sole salesperson becomes a bottleneck.
The question is how you can hand over sales to your team whilst keeping your foot on the gas. This step is all about levelling up as a result of you letting go. It's about a founder finally owning the system instead of every single deal. Here's a look at how to make that critical transition of handing over the reins to your team.
Your New Job: System Architect
Your role isn't disappearing; it's evolving. From the company's best salesperson to its System Architect. Your new mission is to build the machine that allows others to win on your behalf.
Here’s your new checklist:
The Vision Keeper: No one can tell your company's story like you can. Your new AEs need to understand the "why" behind the product, the market shifts you're capitalising on, and the long-term vision. This is the narrative that helps them connect with prospects on a deeper level.
The Relationship Bridge: You don’t abandon your network. You become the executive sponsor for key accounts and partnerships, a trusted figure who can parachute in when a deal gets strategic. This ensures your most important relationships don't just survive but thrive.
The Operating System Designer: This is where the magic happens. Your job is to design a repeatable, scalable process. This includes defining your ideal customer profile, building a simple sales playbook, and setting up a clear operating rhythm that keeps everyone focused.
The 90-Day Handoff: A Roadmap to Sanity
Transitioning sales isn't a single event; it's a phased handoff. I’ve found a 90-day plan is the perfect strategy. It's long enough to build new habits and short enough to maintain focus and accountability.
Day 1-30: The Ride-Along. For the first month, you're still the lead, but your new AE is your shadow. They're on every call, listening in on every meeting, and reading every email. This is an immersion period. They're absorbing your process firsthand, seeing how you handle objections and build relationships.
Day 31-60: The Co-Pilot. The roles begin to reverse. Your AE takes the lead on new deals, and you’re the co-pilot. You're there to jump in when needed and to debrief after every interaction. This is where you establish clear decision rights, building the trust that empowers them to make their own calls and build their confidence.
Day 61-90: The Checkpoint. Your AE now owns their deals completely. Your involvement shifts to a high-level review. Your weekly or bi-weekly check-ins focus on overall strategy. This is where you reclaim your time for big-picture planning, while still providing a valuable sounding board for your team.
The Power of a New Rhythm
You need a new rhythm to replace the chaos of founder-led sales.
Daily Non-Negotiables: A 15-minute check in with the sales team to review the top priorities for the day and get ahead of any immediate problems.
Weekly Pipeline Review: A 60-minute session to review the pipeline. The focus is on what’s blocked, what's been won or lost, and what can be cut to focus on what truly matters.
Making this leap is a vote of confidence in your company's future. It's a leap of faith to trust someone else with the very thing that got your business off the ground. But the payoff? A scalable sales machine that continues to generate revenue long after your initial hustle has paid off.
Let’s get you levelling up by letting go. Book a call with me to build your 90-day handoff plan and start scaling your sales with confidence.
