Top 3 Mistakes Founders make in B2B Sales
Feel like B2B sales is harder than it should be? Selling business-to-business (B2B) is very different from selling to consumers. B2B sales are typically higher value, more complex, and require a thoughtful process. The good news: with a few smart, practical shifts, you can start seeing more progress, more confidence, and more wins.
Here are the top 3 mistakes founders make in B2B sales, and how to avoid them.
1. Selling to the Wrong Person
Qualify your prospects early – the old adage still holds: qualify, qualify, qualify.
Founders often get excited when someone shows enthusiasm, but that person may not have the authority to make the final decision.
Decision-makers sign the cheque. An enthusiastic champion is helpful, but your focus should be on getting in front of the right person.
Wasting time with the wrong contact can delay or derail your sales cycle.
Tip: Ask early questions to determine who has decision-making power and how the buying process works.
2. Trying to Close on the First Call
B2B sales rarely close on the first conversation – think of it like asking someone to marry you on the first date.
The higher the value of the sale or the more complex the product, the longer your sales cycle will likely be.
Focus on qualifying the prospect and confirming interest rather than pushing for a premature close.
A good first-call goal is to schedule a follow-up meeting for deeper discovery and to better understand the customer’s challenges.
Tip: For founders learning B2B sales, remember: progress beats pressure.
3. Info Dumping
Many founders overwhelm prospects with too much information at once, thinking it’s helpful.
The reality: prospects can only absorb a few key points from any conversation.
Instead, ask questions and listen first – understand the challenges your customer is facing.
Then, share only the information that is directly relevant to them. Keep your messaging clear, concise, and useful.
Tip: Questions pull people toward you, statements push them away. Engage your prospect with thoughtful questions, and let them talk about their business.
Final Thought for Founders
Selling B2B doesn’t have to feel sleazy or pushy. With the right approach, patience, and a focus on the right decision-makers, you can build trust, create meaningful conversations, and close high-value deals.
Remember: B2B sales is a journey, not a sprint. As a founder, investing time in learning the process will pay off more than trying to force a sale.
Want to learn more? Register now for our FREE webinar
👉 Kickstart B2B Sales for 2026: Top 5 things for founders to focus on
