As a founder, you’ve put your heart and soul into building your product. It’s your baby, and it’s excellent in your eyes. But why isn’t the market responding the way you expected? Why are sales cycles dragging on, and early excitement fizzling out? If any of this sounds familiar, you’re not alone—and more importantly, it’s not your fault.
Aneto, specialists in helping early-stage B2B tech startups navigate GTM and B2B sales, take a closer look at what might be happening, and how you can course-correct to create lasting success.
(1) Product excellence is just the beginning
You’ve built an amazing product. You believe it solves a real problem, it’s well-designed, and you’re confident in its potential. But here’s the reality: product excellence, while essential, isn’t always enough to guarantee market success. The assumption that “the product will sell itself” often leads to frustration as deals stall, prospects disengage, and conversions remain low.
Take a step back and ask yourself—does the market truly understand the value of what you’ve created? Is the problem the problem? Craft a clear, compelling value statement that resonates with your audience. Test it, and refine it. (Re)test it, and (re)refine it! Identify the initial ROI your customers can expect, and communicate it upfront. Show them that their investment in your product is not just a cost, but a path to measurable improvement.
(2) The right (sales) people at the right time
It’s tempting to hire a sales team early in your company’s growth, believing they’ll hit the ground running and bring in revenue fast. But hiring the wrong profile at the wrong time can be costly—not just financially, but in terms of relationships with potential early adopters. Too often, companies bring in salespeople who either don’t have the right sales skills or aren’t suited for the startup phase, leading to wasted time and money.
Hire strategically, which does not mean senior. Early-stage startups need salespeople who can sell vision and adapt quickly. Look for individuals who can wear multiple hats, roll-up their sleeves, understand your product inside and out, and are passionate about selling the potential, not just the features. Be extremely clear on your expectations with candidates, the challenges you are experiencing, and stay away from promising future career growth. Furthermore, founders should stay engaged in prospect and customer meetings after hiring the initial salesperson. Co-piloting deals is key to staying abreast with how customers perceive their company. It should not be outsourced completely.
(3) Customer success: A missed opportunity?
It’s easy to assume that once your customers have bought the product, they’ll understand its value and dive right in. However, remember that your solution is just one of many solutions they’re juggling. After the initial excitement, the new shiny toy, there is a risk of being forgotten. If you’re not actively ensuring they see the value, you risk them dropping off.
Customer success should start in the sales process. Set clear expectations, agree on metrics for success, and hold your customers accountable. By establishing a baseline before implementation, you’ll be able to prove your product’s value more easily later on. Implementation should include ensuring the customer truly knows how and when to use your solution. Be their partner for success, not just their vendor. Take it personally, take responsibility, don’t just support your customers.
(4) Pricing: Asset and liability
Discounting to close your first few deals might seem like a quick win, and might be necessary. But it can set the wrong pricing expectations for that customer, or the market. When you lower prices without a clear value agreement, you may end up signalling that your product isn’t worth the original price, that you are guessing, leading to long-term pricing challenges. Discounting is just one tool in the pricing toolbox.
Pricing should be the natural conclusion of a win-win sales process. Instead of offering discounts as a way to close deals, demonstrate the value of your product and agree on pricing that reflects that. You should truly understand the problem your prospect is trying to solve, and you should quantify that problem with them (not for them). If a discount is necessary, ask for something in return—whether it’s a case study, a referral, or an extended contract term. This helps preserve the perceived value of your product.
(5) Focus: don’t let the customer dictate your product strategy
Many founders fall into the trap of chasing every opportunity, allowing the customer to dictate their product focus and roadmap. While it might seem like a good way to generate more business from that individual customer, it often leads to distraction and a lower chance of success.
Clearly define your Ideal Customer Profile (ICP) and focus your efforts on selling to them. Build your product strategy, and sales process, around your ICP. By shifting from a reactive sales approach to a proactive one, you’ll not only bring in more business but also larger deals and ultimately end up with happier customers. Always ask yourself how does this opportunity or deal help me achieve my vision for the company?
The journey of a founder is full of unknowns, and can be a very lonely place. While you’re an expert in your product, you can’t be expected to be an expert in everything—especially areas like sales, customer success, and market strategy. And here’s the good news: not only is this normal, but now there is also a solution.
There is a reason why second time founders lean on external advisors more than first time founders. They have made the mistakes, value their time, and have learned the hard way that going it alone can cost valuable time, resources, and opportunities. They understand the value of bringing in a sparring partner—an advisor who can provide guidance, challenge your assumptions, and help you stay focused on what matters most.
If any of these challenges resonate with you Aneto can help. They specialise in helping founders overcome these exact obstacles. Together, they ensure your startup is not only product-excellent but market-ready, paving the way for growth and success. Contact them at contact@aneto-partners.com for a free 30 minute consultation.
