If you think B2B sales is all about targeting a single audience—B2B entrepreneurs or companies—you’re in for a surprise. The world of B2B is vast and diverse, and the way decisions are made varies significantly depending on who you’re dealing with.
Today, we’ll explore the two main segments in the B2B landscape:
- Founder-Centric Companies
- Enterprises with Multiple Decision Makers
By understanding these segments, you can tailor your sales strategy to close more deals and strengthen your brand in the B2B space. Let’s dive in!
Segment 1: Founder-Centric Companies
Founder-centric companies are businesses where decisions are made by one or two key individuals—usually the founders or co-founders. These people are heavily invested in the company, often making decisions with their own money rather than company funds.
How to Approach Founder-Centric Companies
Understand Their Growth Journey
Founders often pour their heart and soul into their business. Before approaching them, study their growth trajectory:
- How did they start?
- What strategies have they used so far?
- What milestones are they aiming for?
Use Account-Based Marketing (ABM)
When dealing with high-ticket segments, ABM is your go-to strategy. Here’s how:
- Select companies with high growth potential.
- Build custom pitches that blend your solutions with their brand’s unique style.
- Back your proposals with data, mock strategies, and clear demonstrations of ROI.
Pro Tip:
Start with the future plan and then explain how your research supports it. This approach shows you’ve done your homework while emphasizing results.
Be Transparent in Your Pitch
Don’t fake relationships just to land a deal. Instead:
- Present your solution upfront.
- Maintain honesty and credibility.
Founders appreciate directness, especially when it saves time.
Leverage Emotional Connections
Unlike large enterprises, founder-centric companies value emotional resonance. Show genuine interest in their goals and align your pitch with their vision.
Outbound Strategy for Founders
If you’re reaching out to a broad audience:
- Identify shared interests among prospects (e.g., their belief in LinkedIn as a lead-generation tool).
- Craft a single pitch tailored to this shared interest.
- Follow up consistently to build trust and authority.
Segment 2: Enterprises with Multiple Decision Makers
Unlike founder-centric companies, enterprises involve multiple stakeholders, often spread across departments and hierarchies. Selling to such companies requires a completely different approach.
How to Approach Enterprises
Map Out the Organization
Start by identifying key stakeholders:
- Entry-level employees: They can help you navigate the company.
- Middle management: Often involved in evaluating solutions.
- Senior management: Decision-makers who control budgets.
- C-suite executives: They approve major investments.
Pro Tip:
Target 70-80 individuals within a single organization, ensuring coverage across different departments and levels.
Highlight Both Company and Individual Benefits
When pitching to enterprises:
- Showcase how your solution benefits the company as a whole (e.g., increased revenue, efficiency).
- Tailor your message to highlight personal gains for each stakeholder (e.g., career growth, recognition).
Focus on Logic and ROI
Enterprise decision-makers prioritize data, analytics, and results over emotional connections. Be prepared with:
- Case studies.
- Metrics showing potential ROI.
- Detailed comparisons with competitors.
Create Customized Pitches
Use your organizational map to craft targeted messages for different stakeholders:
- For C-suite executives: Emphasize long-term growth and strategic impact.
- For middle managers: Highlight operational efficiency.
- For entry-level employees: Show how your solution simplifies their tasks.
Scaling Your Outreach
By targeting multiple stakeholders within a company and replicating this process across several organizations, you can effectively reach hundreds of prospects in one go. This strategy maximizes your chances of landing a deal.
Founder-Centric vs. Enterprise Sales: The Key Differences
| Aspect | Founder-Centric Companies | Enterprises |
| Focus | Emotional connection, growth journey | Logic, ROI, and organizational benefits |
| Decision-Making | 1-2 individuals | Multiple stakeholders |
| Pitch Style | Personalized, relationship-driven | Data-driven, analytical |
| Key Strategy | ABM and outbound targeting | Organizational mapping and multi-layered pitching |
Tips for Success in B2B Sales
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Know Your Prospect
Whether you’re selling to a founder or a C-suite executive, understanding their interests and challenges is crucial.
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Use Intent Mapping
Align your pitch with the prospect’s existing interests or needs. This makes your solution more relevant and appealing.
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Leverage Data and Analytics
Especially for enterprise clients, data-backed insights and clear ROI projections are non-negotiable.
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Follow Up
Persistence is key in B2B sales. Use follow-up messages to keep the conversation alive and demonstrate your commitment.
Final Thoughts
B2B sales isn’t about one-size-fits-all strategies. It’s about understanding your audience—whether they’re founders or enterprise decision-makers—and tailoring your approach accordingly. By combining emotional connections, logic, and data-driven strategies, you can significantly increase your chances of closing deals.
If you’re ready to elevate your B2B sales game, let’s connect. Whether you’re looking for one-on-one coaching, private training, or a tailored sales system, I’m here to help. Reach out on LinkedIn or drop me an email, and let’s take your business to the next level!
Until next time, happy selling!
