For founders serious about success
Scale faster without key-person dependency.
This is a paid program that requires time and money investment to get the outcome you need.And it works.
For technical founders who are stuck in founder-led sales
You’re not a sales rep but only you can close deals and it’s not enough.
You got here on hustle, but the growth is random and it depends on you personally. We install and coach our B2B sales engine around your offer, so you book more meetings, close more deals, and hand off a playbook your team can run without you in every sales cycle.
★★★★★
"For founders going from one-to-ten who need a sales playbook and a team to run it, I'd strongly recommend Ben and TFSE."
★★★★★
"Ben is a godsend for technical founders. I feel far more confident now, and there's been real transformation."
★★★★★
"In the first 4 weeks of working with The Founder's Sales Engine™, we closed 5 new clients."
Track Record
Some of the companies I've worked with:
Aliveo · Appsonnet · Best Office Staff · Beverly Hills Publishing · Broadwing · CS Impact · Dayos · Edittifi · Fravity · GreenPaths Software · Hitch Guardians · iSmile · Next Orbit · Open Eyes Collaborative · Passetto · PayerPrice · Revelate · SADA · Speek · Supersearch · TrackTile · U2Logic · UnRavl · Vaital · Varro Solutions · WAiK
Before You Apply
Is TFSE built for you?
I work with three different personas.
Pre-revenue, figuring it out, betting on yourself
You haven't hit real revenue yet, but you want success faster and know it takes structured work.
What it's costing you
Every month without a system is momentum, and runway, you don't get back. Remember: the time you're not talking to people, someone with an inferior offer is, and they're eating your lunch.
What we install
- A dialed-in ICP, positioning, and pitch buyers act on
- An automated outbound motion to book meetings
- One simple process to run every deal the same way, tuned to your business
TodayScattered tactics, trying to figure it out, no momentum
With TFSEA repeatable engine running with a clear path to success
"Ben helped me triple my booking rate." Benjamin Dryden, ZeroDraft AI
Proven PMF, capped by you
Real revenue and product-market fit, but pricing, demos, and the close still route through you. Growth equals your calendar.
What it's costing you
Deals slip when you're heads-down building, and you can't hire ahead of revenue.
What we install
- A repeatable pitch and process your team can run
- Clean pipeline and forecasting you trust
- Objection handling that closes without you in the room
TodayGrowth capped at your personal capacity
With TFSERevenue that scales without you in every deal
"Finally comfortable handing off the main revenue closing activities to our AE." Jordan Rose, TrackTile
A team that can't close like you
You've hired sellers, but none of them close like you do. The system still lives in your head.
What it's costing you
Reps ramp slow, miss quota, and you get pulled back into every important deal.
What we install
- A documented sales playbook reps actually use
- Call and deal reviews that build skill fast
- Onboarding so new hires ramp to KPI
TodayDeals stall the moment you step out
With TFSEA team that closes to your standard
How It Works
Three layers, one engine.
Learn the system, build it into your business, and sharpen it into real sales velocity that runs without you.
01
Curriculum library
Self-paced video modules covering the full system: positioning, ICP, pitch, outbound, and deal control. Built to produce real assets you use, not notes you forget.
Where learning happens
02
Live coaching
A weekly group coaching call for 13 weeks. Practice, role-play, real deal reviews. Reinforce what you've learned in the library and build the skill until it's reflex. You also get direct 1:1 access to me on Skool between calls.
Where skill is built
03
AI practice partner
The TFSE Brain AI, trained on the method. Run responsive roleplays that talk back so you rehearse real calls, plus refine positioning and messaging, write cold copy, stress-test your pitch, and review your calls and deal status. 24/7 for 13 weeks.
Where you put in the reps to get better
The four pillars
1 · The Perfect Pitch
Lock in positioning, your ICP, and a USP buyers can't swap out for a competitor, plus an outcome-driven pitch that's repeatable under pressure. The foundation everything else lands on.
2 · Outbound Overhaul
A multi-channel demand-gen engine with messaging tied to buyer pains and outcomes. Consistent qualified meetings, and replies turned into booked calls.
3 · Deal Driving
Turn interest into revenue. Discovery that surfaces urgency, a mapped sales process, a clean pipeline, and objection handling that closes.
4 · Repeatable Results
The playbook comes to life. Company values plus a systemized sales process, so the sellers you hire ramp to KPI without making you the bottleneck again.
What you get
- 13 weeks of live group coaching
- Direct 1:1 access to me on Skool. Ping me anytime
- Full TFSE curriculum and playbook templates, yours for life
- TFSE Brain AI with responsive roleplays, 24/7 for 13 weeks
- Live call and deal reviews until your sales motion runs itself
- Personal introductions to my network for founders who crush the program
- Lifetime access, so the skills compound for your whole career
Priced by persona
Pricing is set by persona because a pre-revenue founder and a team that can’t close need different scope, time, and risk. If you’re the kind of founder who invests in their success, book a call and we’ll map it to where you are.
Book a CallThis is not a performance-based or revenue-share program. Flexible payment plans available. If you’re not ready to invest in your own success, don’t apply.
Ben J. Abbey
Founder · The Founder's Sales Engine™
Meet the Coach: Ben J. Abbey
A 4x founder with 22 years in B2B tech sales. Now coaching and building with you.
I’m a 4x founder, spent 22 years in B2B tech sales, and for the last year I’ve been coaching and building with founders.
I’ve closed over $100M and helped build companies from startup to scale. I grew SADA’s Canadian team from 2 people to 200+ in three years, and I’ve coached, trained, or promoted more than 100 people, including 35+ founders.
My offer, The Founder’s Sales Engine™, installs my sales engine in your business so growth stops being a bunch of scattered tactics and becomes a cohesive system, with a playbook extracted to hand off to a sales team that has the tools to crush your revenue goals.
A real operator, not coach theory
I’ve sold and scaled B2B tech for two decades and built teams from the ground up. You get what actually works in market, customized then applied to your business, not theory from the sidelines.
Doors most founders can’t open
I have extensive contacts inside the PE and VC space. No guaranteed funding or introductions, but if you put in the work and you’ve built something truly gamechanging, I can open doors with the right people.
From first dollar to scale
I’ve run sales at every stage: founder-led selling, first hires, and scaling a team. The patterns repeat, and the system carries you through each one.
I build alongside you
This isn’t slides and homework. We extract your playbook, install the system, and review progress together until it runs without you.
Testimonials
Real results, real people.
★★★★★
For founders that have gone from zero-to-one, and need to go from one-to-ten, who need to build out a sales playbook, and enable a team to run that playbook, I'd strongly recommend Ben and TFSE.
★★★★★
Ben has been game-changing for our early sales team. I've led the sales efforts as the founder for years and now I'm finally feeling comfortable handing off the main revenue closing activities to our AE. Ben has helped us build the foundations, and I don't believe real and sustainable growth would be possible without it.
★★★★★
Ben was able to help me triple my booking rate. If you're thinking about working with TFSE I would say just do it. You have nothing to lose and you're going to see incredible results.
★★★★★
The work Ben did contributed to us being recognized as one of the fastest growing companies in the western United States.
★★★★★
After almost a year of zero sales, I made my first two within three weeks of working with Ben. You can feel productive talking to people who were never qualified to buy, but you didn't move the needle at all. He breaks selling down into tangible steps and as a process-driven person, that's exactly what I needed.
★★★★★
The processes Ben built have changed how my sales team operates and they're booking more cold meetings than ever.
★★★★★
A lot of sales and marketing people say all the right things but deliver very little substance. Ben was different. He kept drilling down until we got to the real problems we solve, took what we knew about our business, and turned it into sales materials that actually flow and capture attention.
★★★★★
I was able to close some deals on my own which I had not done before working with Ben, and my biggest individual deal that I was able to close was a $10,000 deal. I would say TFSE is absolutely worth it.
★★★★★
We have much more control over the sales process now and we're closing customers in 3 meetings instead of chasing bad fits who don't close after 8 meetings or more. TFSE is a no-brainer and is an investment in your future growth.
★★★★★
In the first 4 weeks of working with The Founder's Sales Engine™, we closed 5 new clients and learned how to run a sales process that closes faster, predictably!
★★★★★
I have addressed my limiting beliefs about selling and now recognize selling is an important skill. I have a sales process created with the right tools and the right system. If you are a founder who is floundering in your selling process I highly recommend TFSE.
★★★★★
Ben focuses on the root of the problem first. He makes sure the fundamentals like ICP and USP are crystal clear before starting outreach. Most of us assume we already know our ICP, but Ben really forces you to dial it in before you even draft your first message.
★★★★★
My experience in this has been very positive. Ben was a first-hand witness to where I came in. I feel much more confident now. There's been real transformation.
These are individual results and not a guarantee of yours.
Need to know more?
Answers to common questions.
Technical founders selling their own product, near or past revenue, who are stuck in founder-led sales. Also founders with a first sales team that can’t close like they do. Pre-revenue founders are welcome if you’re ready to invest and do the work.
A 90-day engagement built around four pillars, roughly 4 to 8 hours per pillar. One live group call each week, plus self-paced work that produces real assets, not notes. You do the build; I guide the install. The TFSE Brain AI is available 24/7, plus direct access to me on Skool.
No, and be suspicious of anyone who does. I guarantee the system, the live coaching, the AI, and the reviews. Your results depend on your effort, your offer, and your market. Founders who do the work are the ones who see it pay off.
That’s exactly who this is for. You don’t need to be a sales type. TFSE turns your product knowledge and founder conviction, combined with my B2B sales method, into a repeatable sales motion you can run and hand off without becoming someone you’re not.
Yes. We fully extract your playbook, combine it with the best practices I know work, and run call and deal reviews so your team closes to your standard and ramps to KPI without every deal routing back through you.
You keep the curriculum, the assets, and the playbook you built; they’re yours to run and scale. Access renews if you want ongoing support, and there’s a community for updates and new content.
No. Pre-revenue founders are welcome if you’re ready to invest in an unfair advantage and put in the work. Pricing is set by persona, so we map it to where you are on a call.
Most sales courses are generic theory from someone who hasn’t built. I’m a 22-year operator who closed over $100M and built and scaled sales teams. We install a system inside your business, with live reviews and an AI trained on the method, not slides you watch once.