Tech companies’ founders and managers often fall into the trap of popular beliefs. However, the heavy circulation of these declarations in the public space doesn’t make them true. Which are the most popular sales myths in the tech industry?

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#1 Sales myth in tech: build it and the users will come

One of the most widespread sales myths is that if you build a great product, users will appear automagically and will start buying it. While this is not entirely impossible, it’s not a rule of thumb.

First of all building a great product is an iterative process. It needs clients long before the product is great and these clients appear out of the blue. Second, prospective clients need to learn about your product. Then they need nurturing and support in the buying process, so they do not get distracted by the competition.

In the B2B space trusting this myth can lead to missed opportunities and negative impact on your revenue. A B2B product is more complex; the sales cycle is long and includes mapping the customer needs to your product/service offering. This is a process that requires interaction between the prospects and experienced sales people, that can lead them, make sure that the process runs smoothly and finally close the deal.

A sale is a zero-sum game

A zero-sum game means that in order for me to win, the other part of the deal has to lose something. A good deal is not a zero-sum game, it’s a win-win situation. When you are selling you want to get to the intersection of yours and the customer’s best interest, so that you don’t lose him in a few months. Selling additional products or upgrading an existing customer who’s happy with your product or service is easier than selling to a net new lead. Additionally, your goal should be to build long-term partners with your clients, so they refer your business to other potential customers.

Salespeople push their agenda no matter your needs

A good salesperson will not do this. Her role is to listen to the prospective clients’ needs and problems, help the clients articulate them better if needed and ultimately offer a solution. A great salesperson will try to provide a solution, even outside of his own company’s offering, if what his company sells is not a good fit for the customer’s needs. 

A salesperson will fix my sales

No, she will not. The founder is the first one to make sales and lay the foundations in the organization. The sales person takes it from there and builds the sales process. 


If you have questions or want to chat about your sales strategy, drop me a message at zdravko [at]

And if you liked this article you’ll probably be interested in this one too – 5 Biggest Sales Challenges IT Companies Face.

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