Introducing The Relationship of Sales

Thirteen years of training startups, it's time to share what I've learned

• When you’re on a date, do you spend the whole time talking about yourself, or do you ask questions and show genuine interest in the other person? That’s your discovery call in sales, getting to know their needs and goals.

• Now, think about the follow-up. After a great date, when’s the right time to send that first text? If they don’t reply on WhatsApp, do you try Instagram instead? Sales follow-ups work the same way, timing and persistence make all the difference.

• Finally, let’s talk about closing. The lead loves your product, but the deal’s stuck. It’s like proposing and waiting for the green light from their parents or friends. In sales, sealing the deal often depends on winning over the whole team.

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Sales has never been just about numbers, emails, or scripts. It’s about people. It’s about relationships. At its heart, it’s about giving more than you get, because when you do, you end up gaining more than you could have imagined. This simple truth has guided me for years, and now, it’s the foundation for something new.

For the first time, I’m taking what was once reserved for startup accelerators and private teams, my training, tools, and insights, and sharing it publicly, every week, with everyone.

This is The Relationship of Sales.

I couldn’t be more excited to bring this idea to life, not just as a concept, but as a platform, a community, and a movement you can join.

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Who Am I, and Why This?

I’m Patrick Collins. Over the years, I’ve worked with 1000s of startups and sales teams, helping them to overcome the often-overwhelming world of sales. I’ve seen the same challenges arise time and time again, and these experiences have shaped how I think about sales today.

Here are the patterns I’ve noticed:

👉 Fear of Missing Out
The constant worry of falling behind: “Am I using the right tools? The best strategy? Should I be doing what everyone else on LinkedIn is doing? My competitors get 100s of comments on posts why is it not working for me”. This fear keeps people second-guessing their every move and stops you enjoying the process of growing your company.

👉 Over-Reliance on Automation
Automation is a powerful tool, but it’s not a substitute for connection. New AI tools appear every day showing you how to have more output with less input. Too often, people hide behind robotic processes, losing the human touch that makes sales work. Founder led sales = let people know your passion and mission as being a Founder.

👉 Overcomplicating the Process
At its heart, sales should be simple. How do you capture a stranger’s attention? How do you build enough trust for them to believe you can genuinely help? How do you turn that interest into a desire to learn from you? And how do you keep that customer coming back and even bringing their friends along?

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The Relationship of Sales: What it Means

At its core, The Relationship of Sales is about rethinking how we approach selling. It’s about:

• Building real connections instead of just chasing quotas.

• Choosing the right tools and using them effectively.

• Adopting strategies that feel natural, human, and personal.

When I train startups, I often hear the same thing: "I don’t like sales, and I hate being sold to." My response? Let’s reframe sales entirely. Instead of seeing yourself as a salesperson, think of yourself as a teacher, an educator guiding people to make decisions that serve them best. You’re not selling; you’re helping people learn how to buy from you.

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What’s Coming Next?

Here’s what you can expect from The Relationship of Sales:

🌟 A Weekly Newsletter every Tuesday
Packed with practical tips and insights you can put into action right away.

🎧 Interviews and Podcasts coming soon
Conversations with experts who’ll show you the “how” behind their strategies.

📚 Actionable Advice on which softwares to use
From the best sales software to strategies that help you close deals without losing your sanity.

🛢️ A Private Community
Connect with like-minded startup experts, ask questions, get answers, and access to exclusive content.

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Join Me on this Journey

After years of dreaming, planning, and building, I’m finally sharing this with the world. Every week, I’ll break down the complex into the actionable, the overwhelming into the relatable, and yes, I’ll try to keep it fun along the way.

So, let’s get started. This is just the beginning of The Relationship of Sales. 🙌

Patrick Collins