About two years ago, two young entrepreneurs reached out to business leader Allon Raiz, founder of RaizCorp, via LinkedIn. They were facing a number of challenges in their startup and wanted guidance.

In the meeting that followed, Raiz asked a simple but powerful question: “Which of the two of you sells?”

One of the partners, Entrepreneur A, sheepishly raised his hand. When asked why he looked embarrassed, he admitted: “Because I have not managed to close a lot of deals relative to how many calls I’ve made.”

The meeting ended, but a few months later, Raiz heard from Entrepreneur A again. His business partner had left the startup to take a job, leaving him to carry on alone. Despite the business not being profitable at the time, Raiz decided to invest in him.

When Entrepreneur A asked why, Raiz gave a powerful answer:

“Because you sell, and because you like to sell. And even though you have not sold enough right now, that reality will eventually change. You will learn from every ‘no’, you will learn from every interaction with a potential client, and eventually you will sell more and more and more. And I want to be part of your success story.”

The Core Lesson: Selling is Everything

Raiz’s story highlights a fundamental truth in entrepreneurship: you can have the best product in the world, but without the ability—and willingness—to sell it, the business will never succeed.

Fear of rejection, hesitation to make the ask, or lack of persistence are some of the biggest barriers entrepreneurs face. The truth is, sales is not just about closing deals—it’s about learning from every customer interaction and continuously refining your approach.

According to Raiz, the ability and desire to sell is one of the top three predictors of entrepreneurial success. Without it, even the most innovative business ideas risk “dying on the vine.”

How Entrepreneurs Can Fix This Struggle

• Embrace Rejection as Learning: Every “no” is feedback that sharpens your approach.
• Practice Relentlessly: Selling improves with consistency, persistence, and reflection.
• Stay Passionate About Sales: If you enjoy the process, success becomes inevitable over time.
• Find Mentors and Partners: Surround yourself with people who value and encourage sales resilience.

The takeaway is simple: products don’t sell themselves—people do. And entrepreneurs who master this skill position themselves for long-term success.