It really depends on the industry and the stage of the company. Without knowing that, I can't comment much.
Founder sales is very much marketing+ sales. As much as you're selling the product, you're selling yourself. Chances are the early adopters who are going to buy your product are actually buying into your vision and YOU!
I think the question you're asking is how to get the market responds to your product aka product market fit. In the early days, sales is about understanding the market, finding your early adopters and let them help you shape your product. I would recommend you reading "Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers".
Founder sales is very much marketing+ sales. As much as you're selling the product, you're selling yourself. Chances are the early adopters who are going to buy your product are actually buying into your vision and YOU!
I think the question you're asking is how to get the market responds to your product aka product market fit. In the early days, sales is about understanding the market, finding your early adopters and let them help you shape your product. I would recommend you reading "Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers".