Selling in the U.S. for International B2B Tech Founders

Selling in the U.S. for International B2B Tech Founders
Your First 20 U.S. Customers: The Straightest Line
Workshop Outcome Today
Leave with a concrete plan to secure your first 10–20 U.S. wins and build repeatable systems that scale. No theoretical frameworks—only actionable steps you can execute starting this week.
What Changes in the U.S. Market
Speed: Buyers expect faster decisions and shorter cycles
Directness: Skip relationship-building, get straight to value
Proof: Evidence trumps promises every time
Budget thresholds: Higher ACV expectations with clear ROI
Key Principle: Everything we cover today ladders directly to pipeline generation and closed revenue. No fluff, only execution.
How U.S. Buyers Make Decisions
Proof Over Potential
U.S. buyers judge you on demonstrated results, not future promises. Case studies, references, and quantified outcomes are non-negotiable.
Time is Money
American business culture values blunt clarity, time savings, and immediate ROI understanding. Skip the relationship-building—get to the point fast.
Multi-Threaded Consensus
Expect approval from users, managers, and finance teams. Build champions across all three levels simultaneously.
"Save me time, make me money, reduce my risk." – The U.S. buyer's mental filter for every sales conversation
What Stage Are You At?
Pre-PMF in U.S.
Your product works in your home market, but U.S. market fit is unproven. Founder-led selling is mandatory—you cannot outsource this learning phase.
Proven at Home
Strong product-market fit in your home market with repeatable processes. Ready to adapt your playbook for U.S. cultural and operational differences.
Common Failure Pattern
Hiring a single "do-it-all" U.S. rep before validating your approach. This almost always fails—validate first, then hire.
The biggest mistake Non-U.S. founders make? Trying to hire their way out of uncertainty instead of learning their way through it.
Workshop Map: From ICP to Win
1
ICP Definition
Identify your easiest U.S. wins
2
Message-Market Fit
Craft compelling U.S.-specific positioning
3
Outbound Engine
Build systematic prospecting sequences
4
Sales Process
Design repeatable buyer journey
5
Team & Metrics
Scale with the right people and KPIs
Quick Poll: Who already has at least one U.S. customer case study? This will help us calibrate the workshop pace and focus areas.
Define Your U.S. ICP and Beachhead
U.S. ICP: Choose the Easiest Wins First
Essential ICP Fields
Industry: Specific vertical, not broad categories
Geography: Start with 2-3 metro areas maximum
Company size: Employee count and revenue range
Budget authority: Spending thresholds and approval process
Key pains: Quantified problems your solution solves
Buying triggers: Events that create urgency
Status quo: Current tools and workflows
Beachhead Selection Criteria
1
Shortest sales cycle
Minimize time to first revenue
2
Fastest proof generation
Quick wins that create case studies
3
Highest reference value
Customers others want to emulate
Critical Warning: Your U.S. ICP will likely differ from your home market. American buyers have different pain points, budgets, and decision-making processes.
Persona Stack: Users, Economic Buyer, Security
End Users
The people who will use your product daily. They care about ease of use, time savings, and making their jobs easier.
Economic Buyer
Controls the budget and ROI decision. Focused on quantified business impact and competitive advantage.
Security/Legal
Ensures compliance and risk mitigation. Plan for lightweight security reviews early in your process.
Champion/Mobilizer
Internal advocate who sells for you when you're not in the room. Critical for deal momentum.
Potential Blocker
The person who could kill the deal. Identify early and address their concerns proactively.
Deal Math for the U.S.
Critical Financial Metrics
Understanding the unit economics of your U.S. expansion is essential before scaling your team or increasing investment.
3-4x
Pipeline Coverage
Target ratio to hit revenue goals consistently
18
Months Payback
Maximum CAC payback period for sustainable growth
Team Planning Reality Check
If you plan to hire sales reps in 6 months, validate your average deal size now. Quotas must be realistic—AEs typically need $300K-500K annual quotas to justify their cost.
Rule of Thumb: If your ACV is under $15K, consider staying founder-led longer and investing in automation before hiring expensive U.S. sales talent.
Beachhead Selector: 5-Question Filter
01
Fastest Path to First Proof?
Which market segment can demonstrate ROI within 30-60 days of implementation?
02
Most Accessible Targets?
Where can you easily find contact data, get warm introductions, or leverage existing networks?
03
Pain + Budget + Urgency?
Which segment has quantified pain points, allocated budget, and timeline pressure to solve?
04
Lowest Delivery Risk?
Where can you most confidently deliver value without major product customization?
05
Strongest Reference Potential?
Which customers would create the most credible case studies for expanding your market?
Exercise: Take 90 seconds right now to choose your single beachhead market. Write it down. Everything else we cover will be focused on this choice.
Common ICP Mistakes by Foreign Founders
Mistake: "The U.S. is huge, so we'll cast a wide net"
Fix: Choose one sub-vertical and 2-3 specific job titles. A narrow target always wins faster than a broad approach.
Mistake: Persona mismatch with U.S. titles and budgets
Fix: Research actual U.S. org charts, reporting structures, and spending authority. A "Director" in your home market ≠ "Director" in the U.S.
Mistake: Assuming Spanish-speaking markets will be easier
Fix: Miami and LA Hispanic markets often have different buying behaviors than international markets. Test assumptions early.
The fastest way to waste six months? Trying to be everything to everyone in the world's largest market. Small target, big impact.
Positioning and Message Market Fit
Outcomes, Not Features
Value Proposition Formula
American buyers care about business impact, not product capabilities. Your positioning must immediately connect to money, time, or risk reduction.
Money Impact
Revenue increase, cost reduction, or efficiency gains with specific dollar amounts
Time Savings
Hours saved per week, faster processes, reduced manual work
Risk Mitigation
Compliance, security, or operational risk reduction
Sticky One-Liner Template: "We cut [target persona]'s [specific pain] by [quantified amount] in [timeframe]."
Example: "We cut logistics managers' inventory forecasting errors by 40% in 90 days" vs. "We provide AI-powered predictive analytics for supply chain optimization."
Proof Hierarchy That Unlocks Meetings
1
2
3
4
5
1
U.S. Customer Logos
2
Named References
3
Quantified Outcomes
4
Credible Pilots
5
Similar Market Proof + Design Partners
If You Don't Have U.S. Logos Yet
Highlight success from similar markets (UK, Australia, Canada)
Offer design partnerships with 2-3 pilot customers
Use third-party validation (awards, analyst mentions)
Share founder/team credibility and previous exits
Golden Rule: Never oversell your proof. One authentic case study beats ten vague success stories.
Messaging Pack: Headers, Objections, CTAs
Three Winning Headlines
Primary value proposition, proof-based alternative, and urgency-driven variant for different buyer contexts
Three Proof Points
Quantified customer outcomes that address your biggest selling challenges
Three Clear CTAs
Low-commitment first meeting, pilot proposal, and decision-stage options
Top Objection Responses
Prepare crisp, evidence-based answers to the three most common objections you face. Practice these until they feel natural and conversational.
"We already have a solution" → Differentiation story
"Not a priority right now" → Cost of inaction
"Need to think about it" → Next step clarity
Pro Tip: Build this messaging pack in Notion or similar tool. You'll reuse these elements across outreach sequences, sales decks, and website copy.
Website and Deck Minimums for U.S.
Website Credibility Must-Haves
Pricing guidance: Even if "contact us," show ranges or ROI calculator
Named customers: Logos with permission, case study links
Security status: SOC 2, GDPR compliance if relevant
Team credibility: LinkedIn-connected bios, not stock photos
Contact method: Calendar link, not just "contact us" forms
Sales Deck Essentials
10-slide maximum with quantified impact story. U.S. buyers will often review decks independently before meetings.
Problem/Solution fit
Customer success story
Product demo (3 slides max)
Implementation timeline
Next steps and pricing
Speed Matters: U.S. buyers expect fast website load times and mobile-friendly experiences. Optimize for both.
Category and Competitor Positioning
Pick Your Category Slot
Choose a known category that buyers already understand, then add your unique wedge. Fighting for a new category is expensive and slow.
Known Category
CRM, Marketing Automation, Analytics Platform
+ Sharp Wedge
Your specific advantage or approach
Competition Positioning
Identify the two most common alternatives buyers consider and articulate how you win in each scenario.
Alternative 1: Status quo / manual process
Alternative 2: Direct competitor or incumbent
Example: "We're a CRM built specifically for B2B service companies" vs. "We're a revolutionary customer engagement platform."
Simple positioning matrix beats buzzword bingo every time.
Message Fit Sanity Check
Test Volume
10 discovery calls or 50 cold emails using your core messaging
Measure Response
Track reply rates, meeting acceptance, and objection patterns
Iterate Weekly
Adjust messaging based on feedback, not quarterly planning cycles
Key Validation Signals
Good: 10-15% email reply rate, clear objections
Bad: Generic "not interested" responses
Great: Prospects asking follow-up questions
Iteration Rhythm: Weekly message adjustments based on live feedback will outperform quarterly strategy pivots every time.
Outbound Engine: Lists, Sequences, First Meetings
List Quality Beats Copy
Precision Targeting Framework
Start with 100 ICP-perfect accounts rather than 1,000 mediocre ones. Quality targeting dramatically improves all downstream metrics.
01
Account Selection
Use firmographic data: size, industry, technology stack, funding stage, growth signals
02
Contact Mapping
2-3 personas per account: user, economic buyer, technical evaluator
03
Trigger Events
Hiring, funding, expansions, technology changes, leadership transitions
Data Sources
LinkedIn Sales Navigator
ZoomInfo or Apollo
Company websites and news
Industry publications
Conference attendee lists
Example Account List Columns: Company, Industry, Size, Tech Stack, Recent News, Primary Contact, Secondary Contact, Buying Trigger, Outreach Status
Math of Outbound: What It Takes
80
Emails/Week
Minimum founder activity for validation phase
20
LinkedIn Touches
Connection requests and follow-ups per week
10
Phone Calls
Direct dials and follow-up conversations
5-8
First Meetings
Target discovery calls per week during validation
Reality Check
These numbers represent serious time investment—expect 15-20 hours per week on outbound activities during validation phase. This is why founder involvement is critical early on.
Focus on Replies: Track meaningful responses, not just email opens or LinkedIn profile views. Quality engagement beats vanity metrics.
3-Channel, 8-Touch Sequence
1
Touch 1: Email
Day 1: Short value hook with relevant proof point
2
Touch 2: LinkedIn
Day 3: Connection request with personal note
3
Touch 3: Email
Day 5: Micro-case study similar to their situation
4
Touch 4: Phone
Day 7: Direct dial with voicemail
5
Touch 5: LinkedIn
Day 9: Share relevant industry insight
6
Touch 6: Email
Day 11: Address common objection proactively
7
Touch 7: Phone
Day 13: Final attempt call
8
Touch 8: Email
Day 14: Polite breakup with future re-engagement
Sequence Guidelines: Keep each touch under 75 words when possible. Vary the channel and message type to avoid feeling repetitive or pushy.
Email That Sounds Like a Person
Plain, Direct Language Formula
American buyers appreciate straightforward communication. Skip the marketing speak and write like you're sending a quick note to a colleague.
1
Subject Line
Simple and relevant: "Quick question about [their initiative]" or "[Mutual connection] suggested I reach out"
2
Context Line
Why you're reaching out: saw their job posting, read their article, mutual connection
3
Value Proposition
One line about specific outcome you deliver
4
Clear CTA
15-minute call, specific day/time, easy calendar link
Example:
"Hi Sarah,

Saw you're hiring ops analysts at TechCorp.

We helped LogisticsCo reduce their reporting time by 60% using automated data pipelines.

Worth a 15-minute chat?

Best,
[Name]"
Cultural Note: Directness is valued in U.S. business culture. What might feel "too pushy" in your home market is often seen as respectful of the buyer's time in America.
First Meeting Script: 5 Steps
1
1. Agenda and Permission
"I'd like to understand your current process, share a quick example of how we've helped similar companies, and see if there's a fit. Sound good?"
2
2. Problem Confirmation and Impact
Ask about their current challenges, quantify the impact, understand what happens if they don't solve it.
3
3. Current Workflow and Gaps
Map their existing process, identify inefficiencies, understand who's involved in decisions.
4
4. Demo Only to Gaps
Show features that specifically address the problems they just described. Skip generic overviews.
5
5. Next Step with Date
Always close with a specific next action and scheduled follow-up before ending the call.
Golden Rule: Never end a meeting without scheduling the next step. "Let's follow up soon" kills momentum.
Pilot Design That Closes
30-60 Day Pilot Framework
1 Success Metric
Single, measurable outcome that proves value
1 Champion
Internal advocate who drives adoption
1 Integration
Technical connection to existing workflow
Pilot Success Criteria
Clear timeline: 30-60 days maximum
Defined scope: Specific use case or department
Success metrics: Quantified goals agreed upfront
Regular check-ins: Weekly progress reviews
Exit criteria: Convert to paid or explain why not
Pilot Positioning: "Let's prove the ROI with a focused pilot before you commit to a larger rollout." This reduces buyer risk while creating a clear path to expansion.
Tight pilots with clear success criteria shorten sales cycles and increase conversion rates. Avoid open-ended "trials" that drift without clear outcomes.
Common Outbound Pitfalls
Writing Clever Copy to a Bad List
Perfect messaging to the wrong people produces zero results. Spend more time on targeting, less on wordsmithing.
Asking for 45 Minutes in Email #1
U.S. buyers are time-conscious. Start with 15-minute "quick chat" requests and earn longer conversations.
Pitching Features Before Confirming Problems
Lead with discovery questions, not product demonstrations. Understand their world first.
Outsourcing Too Early
Keep outreach founder-led until you have a repeatable win rate. You need to understand the market before training others.
Remember: Consistency beats perfection. A simple sequence executed daily outperforms a complex system used sporadically.
U.S. Sales Process and Pipeline Discipline
Stages With Exit Criteria
Prospecting
Exit: Prospect agrees to discovery call
Discovery
Exit: Confirmed pain, budget, timeline, and next step scheduled
Validation
Exit: Technical fit confirmed, champion identified, pilot or demo approved
Proposal
Exit: Formal proposal submitted, decision timeline confirmed
Commit
Exit: Verbal commitment received, contract negotiation begins
Closed Won
Result: Contract signed, payment terms agreed, implementation begins
Critical Rule: Stages are moved by customer actions, not sales activities. "I sent a proposal" doesn't move to Proposal stage—"Customer requested formal proposal" does.
Map Time and Conversion by Stage
Stage Performance Tracking
Understanding average days and conversion rates by stage helps you forecast accurately and identify bottlenecks in your sales process.
Process Optimization
Identify bottlenecks: Which stage takes longest?
Improve conversion: Focus on lowest-converting stage first
Merge stages: Remove stages that don't change buyer behavior
Pro Tip: The stage that takes the longest is usually your biggest opportunity for improvement. Fix the slowest stage first to accelerate your entire pipeline.
Qualify With MEDDICC-Lite
Metrics
What quantified business outcome does the buyer expect? How will they measure success?
Economic Buyer
Who controls the budget? What's their ROI threshold and approval process?
Decision Process
How do they make buying decisions? Who's involved, what's the timeline?
Implications
What happens if they don't solve this problem? Cost of inaction?
Champion
Who's your internal advocate? Will they sell for you when you're not there?
Usage: Keep it simple—use MEDDICC-Lite to plan your next steps, not as a rigid scoring system. The goal is understanding, not checking boxes.
Proposals That Move
Friction-Reducing Proposal Structure
01
Executive Summary
Outcomes and value at the top, not product features
02
Two Options Maximum
Basic and premium, not a confusing menu of choices
03
Implementation Plan
Clear timeline and responsibilities
04
Legal Review Process
Address this during discovery, not after proposal
Proposal Best Practices
Lead with outcomes: Business impact first, product details second
Address concerns proactively: Include FAQ section
Clear next steps: Specific actions and timeline
Mobile-friendly: Many executives read on phones
Legal Timing: Ask about legal and security review requirements during discovery, not when you deliver the proposal. This prevents last-minute surprises that stall deals.
Iterate Your Process Weekly
Review Losses
What patterns emerge from lost deals? Where do prospects consistently drop off?
Redefine Exit Criteria
Adjust stage requirements based on what actually predicts deal success
Tune Templates
Update email sequences, call scripts, and qualification questions based on feedback
Test Changes
Implement one process improvement per week, measure impact
Weekly Review Questions: Which stage had the most dropoff? What objections came up repeatedly? Which messaging got the best response? What would we do differently on the deals we lost?
Common Process Mistakes
Stage Hoarding
"I don't want to move this back to Discovery." Result: Inflated pipeline that doesn't forecast accurately.
Activity Without Outcomes
"I sent 50 emails this week." But did they generate meetings? Focus on results, not just activity.
Skipping Discovery
"They already know what they want." Discovery validates fit and builds champion relationships—never skip it.
Golden Rule Reminder: Customer actions move stages forward. Sales activities are just inputs—customer engagement is the output that matters.
Hiring, Roles, and Compensation for Early U.S. Entry
Should You Hire Yet?
Readiness Checklist
Hiring U.S. sales talent before validating your approach is expensive and often counterproductive. Use these signals to determine if you're ready to scale.
Steady Lead Flow
Consistent pipeline of qualified prospects from repeatable sources
Clear Process
Documented sales stages with predictable conversion rates
Revenue Justification
Enough closed deals to support hire cost plus quota expectations
Onboarding Plan
Materials and training program to ramp new sales talent
If Not Ready: Stay founder-led longer. Use agencies only for list building and research—keep selling, qualifying, and closing in-house until your process is bulletproof.
Warning Sign: If you're thinking "I'll hire someone to figure out U.S. sales for me," you're not ready. The founder must validate the market first.
Who to Hire First
1
SDR First
Maintains outreach volume while you focus on closing deals
2
Account Executive
Takes over qualified opportunities, handles demos and negotiations
3
VP Sales
Scales strategy and playbook, manages growing team
Why SDR Before AE?
Account Executives get distracted by deal management and stop prospecting. An SDR maintains consistent pipeline flow while AEs focus on closing.
SDR Focus: Research, outreach, qualification
AE Focus: Discovery, demo, negotiation, closing
Clear Handoff: Qualified meeting or pilot-ready prospect
Timing Rule: Hire your first SDR when you're consistently generating 10+ qualified meetings per month but struggling to follow up on all leads.
Role Scopes That Work
SDR Responsibilities
Core: Research accounts, execute outreach sequences, qualify inbound leads
Measure: Meetings booked, pipeline dollars generated, response rates
Account Executive
Core: Discovery calls, product demos, proposal development, contract negotiations
Measure: Quota attainment, deal size, win rate, sales cycle length
Sales Engineer
Core: Technical demos, proof of concepts, integration planning
Measure: Technical win rate, pilot success, implementation smoothness
VP Sales
Core: Scale strategy, team management, playbook development
Measure: Team quota attainment, hiring success, process improvement
Critical: Avoid hiring a "VP Sales" who's really just a senior AE. VPs should build scalable systems, not be lone selling heroes.
Compensation Basics
Compensation Models
Salary Only
Early stage, complex sales, long cycles. Provides stability during market learning.
Commission Only
Transactional sales, proven process. Higher risk for rep, lower fixed cost for company.
Salary + Commission
Most common B2B model. Base covers living expenses, commission rewards performance.
Variable Compensation Triggers
New bookings: Most common, tied to closed-won revenue
Pilot conversions: Rewards successful proof-of-concept work
Account expansion: Upsells and cross-sells to existing customers
Activity bonuses: Meetings, demos, proposals (use sparingly)
Market Rates (2024): U.S. SDRs: $45-65K base + $15-25K variable. AEs: $80-120K base + $40-80K variable. Adjust for geography and experience.
Recruiting Workflow and Scorecards
01
Role Scorecard
Define must-have skills, nice-to-have experience, and culture fit criteria before posting job
02
Applied Questionnaire
Ask specific questions that reveal selling approach and cultural alignment
03
Panel Interview
Multiple team members interview to reduce individual bias and assess team fit
04
Reference Checks
Speak with former managers and peers about performance and working style
Questionnaire Red Flags
Refusal to complete written questions
Generic answers that could apply to any role
Inability to explain their sales process
No questions about company or market
Pro Tip: Watch for candidates who won't do the questionnaire—it often signals unwillingness to follow process or attention to detail issues.
When to Add Marketing and Finance
Support Function Timing
Sales-led growth comes first, then you layer in supporting functions to amplify and optimize what's already working.
1
VP Sales
When you have repeatable sales process and need to scale team
2
VP Marketing
After VP Sales, to drive pipeline and refine positioning
3
Controller/Finance
Once revenue scales, to manage contracts and cash flow
4
Customer Success
When retention and expansion become material to growth
Sequence Matters: Marketing before sales process = expensive lead waste. Finance before significant revenue = premature optimization.
Common Hiring Mistakes
Over-Senior Early Hires
Hiring VPs who won't do hands-on selling. In early U.S. entry, everyone needs to sell, including leadership.
Single Super-Rep Expectations
Expecting one person to source leads, run demos, and close deals effectively. Specialization beats generalization at scale.
Cultural Misalignment
Hiring for skills only, ignoring cultural fit with your company's values and direct communication style.
No Onboarding Plan
Assuming experienced hires can figure out your unique market position without guidance and training.
Remember: Great sales reps can fail if they don't understand your specific market, buyer, and value proposition. Invest in proper onboarding.
Metrics that Matter and 30-Day Action Plan
Operate by the Right Numbers
Input Metrics
Track: Touches per rep, meetings set, sequence completion rates, list quality scores
Pipeline Metrics
Track: Stage conversion rates, cycle length, average deal size, pipeline coverage ratios
Output Metrics
Track: Revenue by product, new vs. expansion, win rates, customer acquisition cost
KPI Hierarchy: Input metrics predict pipeline, pipeline metrics predict revenue. Focus on the metrics you can control (inputs) to influence the outcomes you want (revenue).
Weekly Rhythm That Ships Results
Monday: Targets & Lists
Set weekly goals, review target accounts, plan outreach sequences
Wednesday: Deal Reviews
Pipeline health check, next steps planning, resource allocation
Friday: Losses & Learnings
Lost deal analysis, process improvements, success celebrations
One Experiment Per Week
Continuous improvement through small, measurable changes:
Messaging: New subject lines or value propositions
Targeting: Different job titles or company sizes
Sequence: Timing, channel mix, or call-to-action variations
Discipline Over Heroics: Consistent weekly rhythm beats sporadic sprint efforts. Small improvements compound over time.
30-Day U.S. Entry Sprint
1
Week 1: Foundation
Deliverables: ICP definition locked, messaging pack v1 created, target list of 100 accounts built
2
Week 2: Launch
Deliverables: Outreach sequences live, first 10 discovery calls completed, objection patterns identified
3
Week 3: Validation
Deliverables: Pilot offers made, first proposal template created, buying process mapped
4
Week 4: Optimization
Deliverables: Process refinements, retrospective completed, hiring decisions made
Success Criteria: By day 30, you should have 3-5 qualified prospects in your pipeline, clear feedback on messaging, and confidence about your U.S. market approach.
Pick Your One Metric and One Ritual
Single Focus Metrics
First Meetings per Week
Early stage focus on pipeline generation
Pilot Conversion Rate
Mid-stage focus on proof and validation
Average Sales Cycle Time
Scale stage focus on efficiency
Weekly Success Rituals
Friday Loss Review
Analyze lost deals for patterns and improvements
Tuesday Objection Lab
Practice and refine responses to common objections
Monday Message Testing
A/B test new outreach approaches
Power of One: Better to obsess over one metric that drives results than to casually track ten metrics that don't create action.
Close and Rapid-Fire Q&A
Your Next Two Moves
48-Hour Commitment #1
Write down one specific ICP refinement you will implement. Example: "Focus on 50-200 employee SaaS companies in Austin and Denver with recent funding rounds."
48-Hour Commitment #2
Design one outreach experiment you will test. Example: "Send 25 emails using the case study approach to logistics directors at mid-market distributors."
What You Leave With Today
Clear U.S. buyer understanding
ICP and beachhead selection framework
Message-market fit approach
Outbound sequences that work
Hiring and scaling roadmap
Metrics that drive results
Thank you for investing 90 minutes in your U.S. expansion success. The difference between companies that succeed and those that struggle? Execution speed on the fundamentals.
Questions? Let's tackle any specific challenges you're facing.
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