Revenue Growth for Entrepreneurs: Strategies and Storytelling

Entrepreneurs often step into sales with hesitation, wary of tactics that feel outdated or inauthentic. But modern selling isn’t about persuasion—it’s about relevance. At its core, selling is solving. And if you’ve built a business to address a need in the market, then you already have what it takes. To help us understand the nuances better, we sat down with ValueSelling President & CEO Julie Thomas to examine what it takes to shift from founder to confident seller. Her insights reflect decades of experience helping business builders replace anxiety with clarity—and revenue.

1. From technical expertise to effective selling

Julie’s journey into sales was unconventional. She started with a finance degree and an accounting-like role at Gartner. She soon saw that her skills and enthusiasm matched the sales team better.

Her willingness to embrace every learning opportunity propelled her rapid rise from customer success management to sales leadership. This journey highlights how collaborating across departments enriches each interaction, fueling scalable revenue growth.

Julie highlights that sales skills are not innate, mysterious talents but learned and refined capabilities. She explains that this misconception can deter entrepreneurs from embracing sales as a core part of their growth strategy.

2. Listening and questioning over pitching and presenting

Julie’s sales philosophy is rooted in active listening and strategic questioning. Sales professionals should not push products. Instead, they should ask targeted questions and uncover real business problems.

The most successful salespeople do not dominate the conversation. They create space for the customer's voice. Julie highlights four critical questions for every sales conversation:

1. Does this solution align with the customer’s needs?
2. Is the solution's value clear and worth the investment?
3. Who else within the customer’s organization needs to be involved?
4. What is the customer’s timeline for making a decision?

These questions help sales professionals understand their prospects better. They ensure the core issues are addressed and solutions match real needs.

And the impact is real. A McKinsey study found that companies using consultative, insight-led selling grow revenue 50% faster than those using traditional approaches. Listening isn’t a soft skill—it’s a growth strategy.

3. Quantifying value in a credible way

One of the common pitfalls in sales conversations is presenting outsized ROI claims that can seem improbable. Julie Thomas advocates for realistic value propositions backed by tangible data to maintain credibility.

By facilitating a collaborative conversation about the measurable impacts and outcomes, prospects can see how their revenue growth compares against benchmarks or targets. This approach allows them to understand tangible value, building a stronger business case for your solution.

4. Stop Selling, Start Solving

How do I shift from traditional selling to a problem-solving approach?

Start by asking questions and listening carefully to the challenges your prospects face. This helps you shape your solution in a way that genuinely addresses their needs, rather than simply pitching features.

The program Julie discusses, Stop Selling, > Start Solving, is designed for entrepreneurs and sales professionals seeking to align their sales strategies with ValueSelling principles, emphasizing problem-solving and measurable outcomes.

The program aims to shift mindsets from selling to problem-solving. Rather than avoiding sales interactions, participants learn to have value-focused conversations that genuinely serve both buyer and seller.

5. The role of storytelling and authenticity

Julie stresses storytelling as a crucial tool in the sales arsenal. When you frame your offering with relatable narratives, you highlight real-world impact and build buyer confidence in the solutions you provide.

Authenticity remains a critical element throughout the process. Entrepreneurs shouldn't compromise their values or dilute their vision. By grounding conversations in authentic problem-solving and real-world impacts, entrepreneurs become trusted partners rather than simple vendors.

How can storytelling help me increase sales revenue?

Storytelling personalizes your solution, making it easier for prospects to envision the positive outcomes and justify the investment.

Storytelling isn’t a soft skill—it’s a sales lever. In complex B2B deals, especially those involving new or unfamiliar solutions, stories give buyers a frame of reference. They help prospects understand not just what your product does, but what it means for their business.

Julie Thomas emphasizes that strong stories anchor abstract value in real-world results. When a founder shares how a client reduced downtime by 18% or shortened onboarding from weeks to days, that’s not anecdote—it’s evidence. It helps buyers visualize success and feel more confident making a decision.

Storytelling also lowers perceived risk. Buyers aren’t just asking, “Will this work?” They’re wondering, “Will this work for someone like me?” A well-placed story answers both. It shows that the problem is solvable, that others have done it, and that your team knows how to get them there.

But authenticity matters. Manufactured wins or inflated claims erode trust—and trust is already in short supply.

According to a 2024 HubSpot study, only 3% of buyers trust salespeople, ranking them below lawyers and car salespeople. That’s why specificity matters more than spin. Julie advises keeping stories grounded in specifics—clear problem, measurable outcome, and a believable arc. Done right, storytelling shifts the conversation from features to outcomes and accelerates the path to closed-won.

If your pitch sounds like everyone else’s, your story is what sets you apart. Make it real. Make it relevant. And make sure it reflects the transformation your solution delivers.

6. The Future

Can AI replace human connection in consultative selling?

AI tools can automate tasks and offer data-driven insights, but consultative selling still relies on genuine human interaction to understand nuances, build trust, and personalize solutions.

Julie predicts that AI will impact sales by streamlining tasks and boosting efficiency. Still, she believes AI will not replace the human side of sales. Empathy, insight, and relationship-building remain essential.

Sales professionals will need to adopt more consultative roles, offering deep insights and personalized strategies that match each client’s objectives.

Julie’s advice for entrepreneurs is practical. Make decisions quickly and execute diligently. Embrace continuous learning. With ongoing skill development and a problem-solving mindset, entrepreneurs can navigate sales conversations with confidence. They will communicate their value clearly.

Sales does not need to feel like an obligation. It can be a rewarding part of entrepreneurship. The "Stop Selling, Start Solving" approach helps entrepreneurs turn sales into a driver of growth.

As Julie passionately demonstrates, the journey from uncomfortable necessity to confident value creation is not just achievable; it's transformational.

Frequently Asked Questions

Q: How can storytelling improve my sales conversations?
A: Storytelling helps buyers connect emotionally and logically with your solution. It turns abstract features into relatable outcomes, showing how your product solves real problems. Instead of listing capabilities, stories frame those capabilities in action—making the value easier to understand, remember, and justify.

Q: What is a good revenue growth rate for early-stage entrepreneurs?
A: It varies by industry, but many early-stage startups target 15%–45% annual revenue growth. More important than hitting a specific number is establishing consistent, trackable growth while managing burn rate and customer acquisition cost. Focus on compounding small wins and measuring what drives repeatable success.

Q: How can I calculate my company’s revenue growth rate?
A: Use this formula:
Revenue Growth (%) = [(Current Period Revenue − Prior Period Revenue) / Prior Period Revenue] × 100
For example, if you earned $120K this quarter vs. $100K last quarter, your growth rate is 20%. Track growth over consistent intervals—monthly, quarterly, or annually—for meaningful insight.

Q: Can AI tools help me grow revenue as an entrepreneur?
A: Yes, but only when used strategically. AI can automate tasks, suggest personalized outreach, and surface sales insights faster. However, it can’t replace the consultative conversations that build trust. Use AI to streamline prep and follow-up so you can spend more time solving—not just selling.

This article is based on an episode of The B2B Revenue Executive Experience podcast—listen to the full show here.