Kickstart B2B Sales for 2026
Top 5 Things for Founders to Focus on
If you’re a founder heading into 2026 thinking “This is the year we really get B2B sales moving”, you’re not alone.
B2B sales doesn’t need to be complicated, overly automated, or built on expensive tools. What it does need is clarity, consistency, and the confidence to take action — even when things feel imperfect.
Here I share a simple framework to help founders focus on what actually drives results. These are the top five things founders should focus on to kickstart B2B sales in 2026.
1. Know Your Target Customer
One of the biggest mistakes founders make in B2B sales is being too broad.
In B2B, you’re not selling to “everyone in HR” or “any business over 50 people”. You’re selling to specific businesses, within specific contexts.
Instead of starting with personas alone, start with:
Industry
Company size
Ownership structure
Geography
Type of problem you solve for them
Create a real, concrete list of target companies you would love to work with. Not hundreds — even 20 well-chosen businesses is enough to start.
When you know exactly who you’re selling to:
Your messaging becomes clearer
Your outreach feels more relevant
Conversations become easier and more natural
This is the foundation of effective B2B sales. If this isn’t clear, everything else feels harder than it needs to be.
2. Have a Simple System
Founders often feel like they’re failing at sales when the real issue is that they don’t have a system.
This quote from James Clear sums it up perfectly:
We don’t rise to the level of our goals, we fall to the level of our systems.
You don’t need complex software or heavy automation. What you need is a simple, repeatable B2B sales process that you can follow every time.
The key is knowing:
What stage each opportunity is in
The next step for each one to move it forward
A system gives you momentum. It removes guesswork and helps you focus your energy where it actually matters.
3. Targets, Pipeline & Forecast
Sales become overwhelming when targets live only in your head.
Founders who succeed in B2B sales are clear on three things:
Their sales target
What's in their pipeline
How their forecast tracks to their target
Your Target is what you are aiming for. You should set this at the beginning of the year, and it doesn't change. Start with an annual target, then break it down into smaller pieces — quarterly and monthly.
Your Pipeline is the list of your activity opportunities. That is not the list of all the businesses you would like to sell to - it is the list of businesses you are in active conversation with.
Your Forecast is how the opportunities in your pipeline stack up against your target - that is: What do you expect to close when?
Once you have these basics in place, you want to look at what activity you will need to hit those targets. You want to think through:
How many discovery calls do you need this month?
How many initial conversations does that require?
To work this out, work backwards using the 3-to-1 rule:
For every three quality conversations, aim for one positive outcome (next step, opportunity, or referral).
Review your forecast and pipeline regularly - at least every week is good. Sit down and see what coverage you have of your target. Be clear on what you need to do next on each opportunity to move it forward.
4. Network & Connect
In-person networking remains incredibly powerful, especially when selling into larger organisations. The key is to attend events where your customers are, not just events full of people like you.
That might mean:
Conferences your customers attend
Industry breakfasts or roundtables
Smaller, curated events rather than large expos
When networking, remember that sales is a conversation. Ask questions to stimulate the conversation and learn about the other person's business.
In Australia, long holiday breaks mean people genuinely forget conversations. Reconnecting early in the year is important to get things back on track.
5. Choose Action Over Analysis
This is where many founders get stuck.
Overthinking. Perfecting. Waiting until everything feels “ready”.
Sales doesn’t work that way.
Every conversation is a chance to learn:
What resonates
What objections come up
How your message lands
Progress comes from practice, not perfection.
Taking action might look like:
Reaching out before your pitch feels polished
Attending the event even if you feel awkward
Asking the question you’re worried about asking
Sales confidence is built through doing — not planning.
When you consistently choose action:
Your message sharpens
Your systems improve
Your results follow
Bringing It All Together
If you want to kickstart B2B sales in 2026, keep it simple.
Focus on:
Knowing exactly who your target customer is
Building a simple, repeatable system
Tracking targets, pipeline and forecast
Networking with intention
Choosing action over analysis
You don’t need more tactics. You need clarity, consistency, and the courage to keep going.
Every conversation counts. Every action teaches you something. With the right focus, B2B sales becomes far more achievable than it first appears.
Ready to Put This Into Practice?
If you want support turning these ideas into real B2B sales momentum, my 10-week B2B Sales Accelerator is designed specifically for founders.
This isn’t theory or generic sales training. It’s practical, hands-on support to help you:
Get clear on your target customers
Build a simple, repeatable sales system
Create and manage a healthy pipeline
Have confident sales conversations
Take consistent action without overwhelm
The next cohort starts 2 February and is ideal for founders who want to stop guessing and start selling with clarity and confidence.
👉 Learn more about the B2B Sales Accelerator here or drop me a note for more details
