I’ve seen some of you lean too much into your technicals during sales calls. As a founder, it’s natural to be proud of the intricate workings of your product, but buyers—especially in B2B—are usually more interested in the outcomes your product delivers. Shift the conversation as much as you can to the specific problems your product solves for the buyer. It’s the IT team that’ll care about the technical details after contracts are signed, but decision-makers want to know how your solution saves them time, money, or resources.

Another area to examine is your product demos. Set out an intentional, clear, narrative that shows how the product fits into your buyer’s workflows, and set expectations on how often they can realistically use your product.

Your promise is much bigger than what you fill

Sometimes the problem you’re solving is simply too small. The problem you solve is too small of a nice to have. We are, for better or worse, in a market of weirdness where we’re dancing with, against, and between tech giants. Finding a problem that’s scaled enough for your appetite may be a bigger task than initially expected. Don’t give up, do dream big, and focus on solving well for one “beachhead” niche first.

If you feel like your product is great and people should just “get it” right away, it’s time to recalibrate… businesses are scrambling for people’s attention dramatically more than ever, so getting people to give you a chance is something you gotta work for. How? It starts with understanding your buyers and users intimate motivations, building trust against those motivations in a visible way — that takes persistence first, creativity, and some time (undeniably).