B2B sales for founders: how to run real discovery, align a proof of value, and close without racing to discounts. Outcome: shorter cycles, cleaner handoffs, and deals that stick.
In this episode of the Burn The Playbook Podcast, host Marc Crosby (Digital Rebels Consulting) digs into the WINGS Sales Program with Raz Vicerabin. Raz led revenue teams through IPO at Riskified and now teaches founders the sales fundamentals. We cover mindset shifts, first hires, metrics that matter, and a dead-simple POV alignment that stops deals from dying after the demo. Raz is bringing WINGS to NYC on February 3–4, 2026. (LinkedIn)
What you’ll learn
Chapters
00:00 Intro + who is Raz
00:38 Recording at Riverside
01:48 Raz’s path: law, IDF interrogator, first AE
03:21 Builder-to-investigator mindset shift
04:53 The #1 mistake on first calls
06:28 How to prep for discovery
09:22 Teaching sales at universities vs founders
11:34 The WINGS program format
12:14 1:1 consulting vs workshops
13:32 Negotiation influences and ZOPA
15:36 Handling aggressive buyers
17:00 Discount pressure and value gaps
18:25 When to walk from a deal
19:43 Timing the first sales hire
21:05 Bad metrics vs stage conversion
22:25 Why deals get “stuck”
23:13 The POV Alignment framework
27:55 Curiosity as the top trait
29:24 Burn It or Build It: 10 hot takes
41:14 Where to find Raz + NYC dates
Who this helps
Guest
Host
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