I was a construction engineer by training. I never aspired to be a sales expert, but my journey as a founder, scaling a B2B startup to $100 million in ARR, made me into one. Here is my advice for anyone who wants to get great at B2B sales. This should be a useful, albeit shallow list. I plan on writing more. If you want me to go deeper on any of these points, help me prioritize which ones.

1. Build something people want and believe in the power of your product. People can tell if you’re trying to sell them garbage. And people love buying products from trusted partners.

2. Establish a clear customer definition and make sure everyone on your team knows it.

3. Put yourself in your customer’s shoes — understand their fears and desires; keep all of these in mind.

4. Find the biggest pain point your customer has; focus all product and sales conversations around solving this pain point for them.

5. Identify users, buyers, deployers, and trainers.The larger the company, the more likely these will be different people and departments and you will need to sell to (or aroun