Why It’s So Hard To Sell Into The U.S. For Tech Startups
It starts with persistent Founders complaining how U.S. sales from abroad are more of a hassle than believed.
They had trepidation about growing sales in the U.S. but often did not express them.
This is a real pain as they failed to see from B2B enterprise buyer mindsets that they are being asked to literally “buy into a new product.”
Tech startups then begin to see that adjusting their sales methods for “new products” be it in strategies, time, mannerisms, handling objections, etc. is a prudent move.
Another complication is sales reps who excel at selling new products have behaviors different from ones selling existing products.
It now becomes the responsibility of tech founders to create change inside their Sales & Marketing teams.
Rethinking How You Sell
It requires “best practices” when selling in the U.S.
What makes selling different is a host of reasons.
Time Erosion
- Reps selling new products need 30% more intensity & time.
- 25% more time selling new vs. existing markets.
- 15-20% more time “educating” new B2B buyers.
- 10% more time selling buying groups.
- 10-15% more time from lead inquiry, needs analysis, demo, SaaS proposals, to decision-makers to closing.
- 5% more time getting accounts off the “status quo.
- 90% of founders will not allocate enough time to help sales navigate this complex process.
“Salespeople selling new products spend 32% more face-to-face time with customers*.”
The Upside
- B2B buyers typically meet to learn about “new” products.
- They want “business value” to feel right about spending time with a new vendor and buying faster.
- Selling innovation into new markets delivers larger deals.
- Sales & Marketing teams who build Ideal targets AND psychological profiles sell more.
- Teams rethinking the “evaluation process” deliver a 15% edge on winning more deals.
Learnings From Selling To the U.S.
Studies* with 2,500 salespeople in digital media, pharma, industrial & services show when Reps sell to new markets with products perceived as new, they:
- Must love taking the long view.
- Be more empathetic to new customers.
- Must sell to Sr. executives and prove value.
- Have more grit.
- Love to learn & and are adaptable.
Startups who know this eagerly upgrade their “new product sales teams.
They know to be successful in the U.S. they must adapt to new buying behaviors, funding environments, & political conditions.
That’s why a penny wise to not be a pound foolish is the wrong approach.
If you’re a Founder, what do you think? Please share & follow me, and Revenue Accelerators.
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