It's people within companies who buy startups. People who are often taking huge career risks.
So, founders should focus on:
- Building trust with your deal's champion.
- Arming them with what they need to sell the deal internally.
- Not underestimating the internal politics, obstacles, and inertia they must overcome.
- Providing ongoing evidence of your startup's success, e.g., case studies, testimonials, or data on market impact.
- Moving quickly.
- Building trust. (Worth repeating)
Remember: Your deal sponsor often has as much riding on the deal as you do.