Tips For Selling Tech To B2B Decision Makers

One of the #1 problems facing technology companies in the B2B sector today is how to sell technology to the financial & business decision makers of the organization. Typically, tech vendors are very good at selling their products to people who speak the “IT language,” but things get more difficult when they have to sell to people who do not – those who run the lines of business, marketing, VP of finance, CFO etc. They key is taking the technology and putting it into terms that resonate with the financial and business influencers & decision makers; you have to make it appealing to them, play on the things that are important to their area of the business.

As time passes, the need for financial sales execution is going much broader & more deep, and the complexities in the sales models (pricing, licensing, delivering) are becoming more difficult. When you’re going to sell to a financial decision-maker you have to be able to talk to them in a way that they understand, you have to work towards customer experience improvements, sales efficiency improvements, and you have to improve the economics of the underlying transaction – you have to be able to please the customer & the vendors. Though overwhelming at times, these complexities in the market allows us to incrementally add value.

As a salesperson, you have to understand the business to which you are selling to and express what the technology delivers & what the solution brings to the table. You have to turn this info into metrics, languages & content that a financial decision maker can look at & feel confident about – making it more likely that they buy.