A lot of great technology never finds the people it was made for. Not because it isn't good — but because the folks who built it would rather ship another feature than get on a call and ask a stranger for money. That's a fixable problem, and it's the one I love working on.
Selling well isn't slick talk or pressure. It's the same strategic thinking that runs through everything else here — reading the position, cutting the noise, understanding what actually matters to the person across the table, and finding the honest move that helps them. On a chessboard, in a mentorship, or in a sales conversation, it's the same skill: translating something complex into something a real person can say yes to.
Who you'd be working with
I'm Danny Wallace — a technology salesperson with deep hands-on technical roots. I spent years in the games industry doing quality engineering at Blizzard and Respawn, I've done full-stack development training, and I ship my own products, so I'm comfortable in the weeds of how software actually gets built. But my day-to-day for much of my career has been the other side of that table: understanding what a product really does, and helping the right people see why it matters to them. That combination is rarer than it should be — most salespeople can't read the code, and most engineers would rather not sell. I do both, which means I can sell your product without overpromising, and I can talk to your buyers and your engineers in the language each of them trusts. You can read more about my background, or see the same thinking applied to teams on the services page.
Who this is for
If you can build it but selling it feels like a foreign language, you're exactly who I have in mind.
Technical Founders
You built the product and now you're the one who has to sell it — but pitching, following up, and asking for the deal don't come naturally. Let's make selling feel like something you can actually do, in a way that fits who you are.
Early-Stage Startups
You have real users and a product that works, but revenue is stuck and you're not sure why. We tighten the story, figure out who's really buying, and build a repeatable way to turn conversations into customers.
Small Tech Teams
Brilliant engineers, no dedicated salesperson. I help you punch above your weight — clear messaging, confident demos, and a sales motion your team can run without feeling like they've sold their souls.
Solo Builders
Shipping your own product on the side, or going full-time on it? I'll help you find your first real customers and build the relationships that turn one sale into word-of-mouth — no growth-hacking snake oil.
What I help with
All of it in plain language, grounded in what your product actually does — never a script you'd be embarrassed to read aloud.
Sales Strategy
Who your best customers really are, where to find them, and a realistic plan to reach them. We start with the highest-value, lowest-effort moves rather than trying to do everything at once.
Positioning & Messaging
Turning "here's everything it does" into "here's the one problem this solves for you." We find the words that make the right person lean in — and understand it well enough to say them yourself.
Pitching & Demos
Building and rehearsing the pitch and the demo so they land — showing the value fast, handling the hard questions honestly, and knowing when to stop talking and let the product speak.
Customer Relationships
Real trust, not funnels and tricks. How to run a first conversation, follow up without being annoying, and turn a single customer into a relationship that refers you to the next one.
Sales Enablement
The unglamorous scaffolding that makes selling repeatable — a simple pipeline, notes worth keeping, follow-up that actually happens — sized for a small team, not a bloated enterprise stack.
Coaching Your Team
If you'd rather build the muscle in-house, I'll coach you or your team one-to-one, patiently and without jargon, until selling feels like a skill you own rather than a chore you dread.
The same skill, a different board
Everything at Wallace & Friends comes back to one idea: good thinking is teachable, and most problems get easier when you slow down and see the position clearly. In a mentorship it's a young person learning to plan a few moves ahead. In chess it's the board itself. In sales it's a conversation — reading what the other person actually needs, and translating something complex into something human and true. I don't treat selling as a dark art bolted onto the "real" work of building. It's the same strategic, people-first thinking, pointed at the moment where a good product meets the person who needs it.
And it's honest by design. I'll never help you sell with hype you can't back up — partly because it's wrong, and partly because it doesn't work twice. Good selling and good products are the same project: earning trust and keeping it.
What working together looks like
No mystery and no pressure — the same shape as every engagement here.
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A free first call
We talk through what you're building, who you think it's for, and where selling is getting stuck. No slide deck, no obligation — just a plain conversation to see whether I'm the right person to help.
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A simple plan
I map out a realistic starting point: the story worth telling, the customers worth chasing first, and what early progress should look like. You'll understand the plan and the reasoning before we commit to anything.
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Hands-on work, at your pace
We do the actual work together — sharpening the pitch, sitting in on real calls and demos, building follow-up you'll keep up with — in sessions sized to how you like to learn. I explain the why as we go, so it becomes your skill, not just my advice.
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Follow-through
The goal is for it to stick after I'm gone: a way of selling that fits you, and a standing invitation to check back in when a new deal, a new product, or a hard conversation comes up.
Two easy ways to start
Nothing to lose by reaching out — let's see if I can help before you commit to anything.
Your first session is free
Every new client's first session is free — a real conversation about your product and where selling is stuck, with no obligation to continue. Book a free call →
50% off when you're referred
New clients referred by someone we already work with get 50% off their first engagement — our thanks to both of you.
This page is a first draft — fuller detail, packages, and clear rates are on the way. Want to talk through what would help you sell what you've built? Book a call or get in touch.