As an entrepreneur — especially a first-timer or one who has limited sales experience — it’s easy to assume the key to a successful startup is to “always be selling”. While that may do you some good, most entrepreneurs create an uphill battle by their misguided approach. Better strategy to selling involves: 1. Brag more about your initial clients success than about your own product, service or attributes. 2. Be prepared to walk away if your product is not the right fit for the customers need. 3. Don't be afraid to lose.