After the Deal: The Psychology of Selling
- Kyle Winder
- Mar 17
- 2 min read
Exit smarter! Discover how top founders maximize deals & navigate the emotional side of selling.
About the Episode
For the first time ever, we recorded a Built to Sell Radio episode in front of a live audience at the Value Builder Summit—a gathering of mission-driven advisors dedicated to helping founders level the playing field as they approach their exit.
Rob Walling has started, built, and sold multiple companies. As an investor and conference organizer, he’s seen hundreds of founders exit—some thriving, others struggling. He teamed up with Dr. Sherry Walling, a clinical psychologist specializing in supporting entrepreneurs, to codify what separates a successful exit from one that leaves an owner adrift. Their insights culminated in their new book Exit Strategy.
In this special live episode, you’ll discover how to:
Use “kill criteria” to determine when it’s the right time to sell
Decide whether you want to be rich or king—and why you can’t always be both
Tell the story of your business in a way that leads to a higher offer
Adopt the “walkaway mindset” to drive up your multiple
Choose your “exit uniform” and why it matters more than you think
About Our Guests
Rob Walling and Dr. Sherry Walling
Rob and Sherry Walling are a powerhouse duo in the startup and entrepreneurial space, known for their expertise in bootstrapping, SaaS growth, and business scalability.
Rob Walling is a serial entrepreneur, angel investor, and author, best known as the founder of TinySeed, the first startup accelerator designed for bootstrapped SaaS companies. He’s also the creator of MicroConf, the premier conference for self-funded entrepreneurs, and the host of the popular podcast Startups for the Rest of Us, where he shares insights on growing and sustaining profitable startups without venture capital.
Sherry Walling, Ph.D., is a licensed psychologist, speaker, and best-selling author who specializes in the mental health challenges of entrepreneurs. She is the founder of ZenFounder, a consulting firm that helps founders navigate stress, burnout, and resilience. Her book, “The Entrepreneur’s Guide to Keeping Your Sh*t Together,” has been a game-changer for business owners balancing personal and professional demands.
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