How Decision-Making Works in Professional Environments
When people are exposed to an idea enough times, they often make a decision without actively realising it. Repetition builds familiarity, and familiarity builds trust.
However, when dealing with busy professionals, getting them to pay attention to something new is incredibly difficult. Even if a new product could save them time and money, the initial cost, effort, and trust factor create resistance.
Many professionals have been burned by tech that over-promised and under-delivered, making them sceptical of anything new. Convincing them that this time is different requires a combination of credibility, persistence, and strategic marketing.
The Challenge of Selling to Larger Organisations
Selling to a company often means convincing multiple stakeholders. One person may love the idea, while others are indifferent or resistant. If a product requires company-wide adoption, the challenge multiplies.
- One partner may see the value immediately.
- Another might dismiss it as unnecessary.
- A third may refuse to consider it until others are fully convinced.
Overcoming this resistance isn’t just about having a great product—it’s about having the right strategy to persuade decision-makers over time.
Marketing & Repetition: Why It Takes Time to Make a Sale
Marketing isn’t about convincing people on the first try—it’s about planting the seed and reinforcing the message until it becomes familiar enough that they feel comfortable making a decision.
There’s a well-known principle in marketing: people need to see a message at least seven times before they remember it.
For businesses selling innovative products, this means:
✅ Consistent exposure through multiple channels (social media, ads, outreach).
✅ Clear messaging that repeats key benefits over time.
✅ Patience—the sale happens when the buyer is ready, not when the seller wants.
For many startups, marketing is treated as an afterthought. But in reality, it’s the key to long-term success.
The Startup Mentality: Always Operating Like a Startup
Even after years in business, many companies still operate with a startup mentality. Why? Because every stage of growth presents new challenges:
- How do we fund our next expansion?
- How do we reach new markets?
- How do we scale without losing agility?
Startups succeed because they move fast, take risks, and adapt quickly. But once a company grows, bureaucracy often slows down decision-making. This is why small, agile companies can outmanoeuvre industry giants—they take action while big corporations are still stuck in approval loops.
The Reality of Selling to Large vs. Small Companies
Large Companies:
❌ Slow decision-making.
❌ Multiple layers of approval.
❌ Long procurement cycles.
❌ Reluctance to take risks.
Smaller, Agile Businesses:
✅ Faster decisions.
✅ More direct contact with key decision-makers.
✅ Willingness to test and iterate quickly.
Large corporations often say “We can’t work with you until next year because of a scheduled project.” Meanwhile, small businesses make decisions in weeks, not years. This is why smaller companies are often the best early adopters of new products.
Trade Show Strategy: How to Convert Buyers at Events
Exhibitions and trade shows are fantastic opportunities to:
✔️ Connect directly with buyers.
✔️ Demonstrate products in action.
✔️ Close deals on the spot.
But trade shows are huge. With thousands of exhibitors, standing out requires preparation:
Key Trade Show Tactics
🎯 Target the right buyers – Not everyone is a potential customer. Focus on serious prospects.
📝 Collect leads effectively – Have a system to track interested buyers and follow up quickly.
💬 Have meaningful conversations – It’s not just about pitching—it’s about listening and identifying needs.
💳 Make it easy to buy – Be ready to create invoices, process orders, or collect commitments immediately.
Trade shows aren’t just about networking—they’re about converting interest into action.
Overcoming Barriers When Selling Into Large Organisations
One of the biggest obstacles when selling to large companies is their internal bureaucracy – especially when it comes to IT departments and procurement processes.
Big companies often have multi-year projects planned in advance, making it nearly impossible to introduce something new. The solution? Take the decision out of their hands.
Instead of waiting for integration into their existing systems, offer:
- A standalone product that doesn’t require internal IT resources.
- A low-risk pilot program to demonstrate value.
- Pre-approved regulatory compliance & certification to reduce objections.
By removing as many barriers as possible, companies can speed up the sales process and make it easier for decision-makers to say yes.
Final Thoughts
✅ Sales don’t happen overnight—people need repeated exposure before making a decision.
✅ Big companies move slow—agility and persistence win in the long run.
✅ Trade shows work best when focused on real buyer conversations.
✅ Overcoming barriers in large organisations requires removing friction and making it easy to say yes.
For startups, the key to success is patience, persistence, and strategic execution.