If you’re in the B2B (“Business to Business”) space, you might be making things harder on yourself than they need to be.

Businesspeople are human. There’s no need to treat them like robots. Each CEO, CFO, and department head puts their pants on one leg at a time like anybody else.

The trick is to talk to each of these different roles in a way that will get them salivating. The business you are pitching to might be one legal “entity” but the people running it have different agendas.

For example, I used to be a hospital manager. Let me tell you, hospitals are a great case study for learning about B2B sales psychology.

Let’s take the hospital Chief Executive Officer . The CEO’s concern has a lot do with his reputation & image. He cares about what the board thinks of him, what donors think of him, what the local media is saying about him. If he’s currently running a small or medium sized hospital, he wants to move up to a bigger hospital.

But the priorities of Chief Financial Officer are completely different. For this guy, it’s all about money. “Are we making money? Are we losing money? Do we have enough money to pay our bills? Do we have enough cash to build a fat loss center? 

With the CFO, the priority is all about expense management.

So when you pitch to the CFO, you’re messaging will sound like this: “You could have your credit rating downgraded if your numbers aren’t right and that’s gonna be your head in the guillotine….. if all these losses are discovered, you’re going to get thrown under the bus…. If the CEO wants to build a new opoid addiction clinic, do you want to be the guy who says ‘Sorry, we can’t afford it’? We can help you avoid all that. 

My entire business–my sole concern of income– is helping startups make money. I do this by getting startup leaders in front of CEOs and CFOs to have these kinds of conversations.

I deal with performance marketing & process improvement. In that way lie the biggest modern money-making possibilities, by multiplying outputs and reducing selling costs.

This efficiency is what made me so successful as an Agile coach at Boeing and the telecom industry. It’s how I’m helping startups as a performance marketer.

P.S Respond to this email and let me know what your top selling challenges are.

I won’t pitch anything to you in response–I’d just like to know more about your challenges.