The silent mistake that prevents B2B Tech entrepreneurs from selling high-value services (even if they have a good product)
- Abraham Chávez
- Dec 9, 2025
- 5 min read
There's something I see constantly when I work with B2B Tech entrepreneurs who want to sell high-value services:
They have good service. They have a competent team. They have real experience.
But its sales results do not reflect its true value.
The reason? It's not the market. It's not the competition. It's not the price.
It's a glaring lack of clarity regarding your ideal customer (ICP) and the message that makes that customer raise their hand. Without a well-defined ICP, it's nearly impossible to effectively position your brand, content, and offering within the B2B Tech environment.
Let me explain it to you.
What Is an ICP Really in B2B Tech Companies (and Why Is It Holding You Back)
Most B2B Tech founders think they know their ICP… but they only know a superficial version.
An ICP is not “a tech company CEO who needs X”.
That's too general, too generic... and too similar to what everyone else is saying.
A high-value client in B2B Tech services doesn't respond to generalities. They respond to messages designed to:
Your specific problem
Your exact urgency
Its real business and technology context
And this is where almost everyone fails: they try to sell consulting, managed services or high-value projects with a message made for “everyone”.
The brutal consequence of a poorly defined ICP: you attract cheap leads
When your message is general…When you describe your solution as “a consultancy to improve your business”…When you talk about productivity, growth, or sales in broad terms…
What you attract are not high-value clients, but:
Leads who compare prices all the time
Leads requesting financing from the first call
Leads that are not ready to invest in a premium service
Leads who want to “try” or “see first”
Leads that burn out quickly and don't advance in the funnel
And you don't want that.
You want:
Clients who value your expertise and real-world experience
Customers who pay for speed, accuracy, and depth
Clients who want to close, not talk endlessly
Without a clear and deep ICP, your marketing and sales become filled with noise: many conversations, few decisions.
What happens when you truly understand your ideal customer in B2B Tech
The day you truly understand your ICP, your message changes… and so do your sales.
When you do this in-depth work with your ideal client, three "magical" things happen:
Your content ceases to be generic and becomes magnetic.
People say, "Wow, he's talking EXACTLY about my situation."
Your content starts to describe their context, their metrics, their previous failures… better than they do themselves.
You filter out cheap leads without wasting time
Your message naturally excludes without having to say "I don't work with…".
The content scares away the merely curious and attracts those who truly feel the problem.
You attract quick and higher-rated decisions
Good customers perceive that you understand their problem better than they do themselves.
That generates authority, trust, and urgency to take action.
This isn't achieved by writing more posts or publishing more often. It's achieved by thinking more deeply about who your ideal customer is and what they need to hear to move forward.
Ideal Customer Clarity (ICP) Framework in 7 Questions
If you want to define a solid ICP for your B2B Tech company and sell high-value services, start here. These are the questions I use with my clients (and that you should use too):
What urgent problem do you want to solve NOW?
If it's not urgent, it doesn't pay. If it can wait six months, it's not a problem that drives a high-value decision.
What is he afraid of if he doesn't solve it?
Fear drives decisions more than desire.
What happens if nothing is done? What technical, operational, or business risks are at stake?
What did he try and why did he fail?
This is where your differentiation begins.
Knowing which tools, consultants, or solutions you've already tried and why they didn't work helps you position your offer as "the different one."
What specific result do you want in 90 days?
The more specific, the more valuable.
It's not about "improving sales", it's about "closing 3 enterprise contracts", "reducing critical tickets by 40%", "lowering churn by X%".
What are you willing to invest based on your level of awareness?
Not everyone is at the same mental stage.
A customer who sees your service as an "expense" doesn't make the same decisions as one who sees it as a "growth lever".
What objection always comes up before selling to them?
Your content should dismantle it completely.
If they always ask about price, term or risk, your message needs to answer that before the call.
What phrase do you need to hear to say, "this is for me"?
This is the core of your master message.
It's the combination of problem, context, and outcome that clicks in your mind.
When you have these answers, your communication automatically changes:
Your posts change
Your messages on LinkedIn change
Your sales calls change
Your positioning as an expert changes
And with that, your sales change .
Product vs. message: where sales are won in B2B Tech services
The irony is this:
In B2B Tech, most people are obsessed with product, features, and processes…
New integrations
New dashboards
New automation
And almost no one obsesses over the message .
And that's the only place where the sale is won.
A good product keeps customers coming back. But a good message gets customers to come in, ask for a call, and say, "I was looking for just like this."
If you're a B2B tech entrepreneur, improving your ICP and your messaging isn't "marketing work." It's business architecture : defining the type of client you want in your portfolio and designing the message to attract them.
Next step if you're already selling... but you know you could sell much better
If you're already selling, but feel your results don't reflect the true value of your service, you probably don't need:
More traffic
More followers
More posts per day
What you need is:
Clarity about your ideal customer (ICP)
A message designed for your actual ICP, not for "just anyone"
An offer that sounds like the exact solution to your exact problem.
That's where I can help you.
At TBS4LATAM we work with B2B Tech entrepreneurs who want to move from selling individual projects to building a high-value sales machine , starting with the most important thing: brutal clarity about the ideal client and the message.
Schedule a 1:1 session to align your ICP and your message
Are you a B2B Tech entrepreneur who already sells… but knows you could sell much better?
Write to me and schedule a 1:1 session. I will help you to:
Accurately identify your ICP (ideal customer)
Translate that ICP into a message that speaks directly to his ear.
Tailor your offer so that it is perceived as the exact solution to their problem
To help you close more and better deals , without getting overwhelmed with cheap leads.
Abraham Chávez
President of TBS Group | Mentor of B2B Entrepreneurs
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