The entrepreneur is the most important sales person of the company, even if he/she is not heading the sales department.
By the way, while we are discussing enterprise sales in this article, in its entirety selling is not restricted to customers as the entrepreneur has to also ‘sell the concept or business case’ to potential employees, vendors, trade associations and media.
As with any other sales person, the entrepreneur has to be extremely passionate and excited about the company and product/service. Enthusiasm is infectious. People usually are more attentive while listening to a person who is enthusiastic about what he/she is talking.
Large customers usually do not buy from startups. Largely because the perceived risk of buying from startups is higher. And the perceived risk is not just about product quality. It is usually a doubt about whether the startup would be able to provide after sales service, updates, and also whether the startup will survive or, as is the case with many startups, wind up after trying a bit.