Business Stage Selling: Tailoring Sales to Fit the Business Evolution

A holistic sales approach is now enhanced with a business evolution perspective. Embrace it.

Traditional sales playbooks tell you to define the buyer persona, map their pains, and pitch your solution. But in complex B2B sales, that approach fails. Companies don’t buy in isolation. Their decisions are shaped by where they are in their business journey—startup, scaling growth, established maturity, or portfolio management.

Business Stage Selling reveals a powerful shift: stop asking “Who is the buyer?” and start asking “Where is the company in its evolution?”

This book introduces a practical framework for diagnosing business stage realities and tailoring your approach to fit. You’ll learn how to recognize stage-specific priorities, constraints, and decision dynamics—and how to position your solution as the right fit for today while helping your customer move confidently into tomorrow.

Inside you’ll discover:

• Why industry or company size often misleads, while business stage explains real buying behavior.
• How to map organizations with the Business Model Canvas to reveal pressure points and priorities.
• The four stages of evolution—Startup, Growth, Maturity, Portfolio—and how each makes decisions differently.
• How to align your sales strategy not to a buyer profile, but to the company’s evolutionary context.
• Playbooks for guiding companies through turning points and positioning your solution as a catalyst for their next stage.

This book goes beyond feature pitching or persona selling. It equips you to engage executives at the level that matters most: the evolution of their business.

If you want to stand out as a strategic partner—not just another vendor—Business Stage Selling gives you the roadmap.