Question
Each time I want to start a business, I feel excited in the beginning but when I think about sales, I feel overwhelmed and I bail out
I'm a software engineer with full time job, I identify a business opportunity, I do all the planning, I create business model canvas / plan in few days, I do all the planning following lean approach , set a schedule etc. I know my ideal customer and market, briefly all the theory is done, but when it comes to taking actions, talking to people and get some clients on the phone, I feel overwhelmed, and afraid to get out of my comfort zone I end up dropping the ball quickly and the idea falls in the cracks.
Answer
Sounds like you're going against the grain of your own personality. If you recoil from sales (as I myself do by nature) or you're risk-averse, unwilling to take the plunge, then you've only got 3 options:
(1) Force yourself to do what makes you uncomfortable and which you're probably not good at;
(2) Stop wasting time daydreaming about startup projects you'll never bring to market;
(3) Partner with someone whose skill set and personality complements yours – someone who's comfortable selling the idea you're more comfortable building.
Not knowing you or your project at all, I can't really advise you. But if I were you, I'd look into option #3.
