7 MUST-HAVES FOR FOREIGN STARTUPS WINNING US ENTERPRISE CUSTOMERS
Practically EVERY tech startup needs to close a “landmark” U.S. customer. The Investor demands it, the Board calls for it, and your business counts on it. All too often, Tech Founders underestimate the complexity and diversity of U.S. enterprises. They would be better served if they did not underestimate the sheer size and power of landing 1-2 coveted U.S. customers. These wins will not only open doors but markets as well.
The bulk of global entrepreneurs sees U.S. business and enterprise culture through a jaded lens. Their messaging often does not fully align with the American business and societal culture. This burns time (which is cash), SG&A expenses, and hopes of a faster climb to growth; critical for early or Series A startups.
We begin with:
- START SELLING BUSINESS OUTCOMES ON DAY 1
Articulating a “financially” sound and verifiable value prop will open more doors and ones leading to the C-Suite! It needs to be 30% of your pitch with value in a quarter, not a year. - SELECT THE RIGHT CITY & VERTICAL TO START WITH
The U.S. has multiple innovation corridors, as in New York, Austin, Boston, and San Francisco. A good strategy is to attach some of the “secondary” corridors for easier access. Cities like Raleigh, Atlanta, or Charleston. Enterprises want tech that fuels their growth roadmap so make it easier to set up your sales engine. - GET A REVENUE MENTOR
Make sure they have major Tech + Selling + Running Startup chops. Wide and deep experience in closing enterprise deals and opening verticals is a must. Have this on your sales meetings, prospect calls, and manage a “deal desk” to get you to revenue faster and save you a lot of unneeded SG&A expenses. - GET INTO THE U.S. PHYSICALLY FASTER
Land at a low cost and assimilate the American market’s culture, language, capital base, B2B buying habits, and consumerism. See, feel and love your “customer’s pains and joys of success”. - BE OBSESSED WITH AMERICAN ENTERPRISE PARTNERS
Organize your startup around making an enterprise the prominent win #1. Organize your team in hunting prospective customers AND Partners who can open doors. Do not wait to do this. There is strength in numbers and you will save considerable time and cost. No one cares about your EMEA or foreign clients. - BE A HUNTER IN SELLING, FARM LATER
Farmer sales teams are great when you have 20 customers. Only hire Hunter sales reps and don’t settle for less. - MEASURE EVERYTHING
Bring in a Revenue DNA methodology and align it with your CFO & finance department. Then use OKRs or KPIs to measure and have everyone aligned to profit, not gross sales.
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