Avoiding False Positives in B2B Tech Sales:

The Power of the 5/90 Approach

In the growth stage of your venture, it’s easy to get excited when you land a deal. 

You’ve found a customer, solved their problem, and feel like you’re onto something. 

But what happens when you try to replicate that success—only to find that the next deal never comes? That’s what I call a "false positive."

⛔️ A false positive in sales is when you close a deal and assume it represents a repeatable model, but in reality, it’s not. 

You pour resources into targeting that customer type or solving that problem, only to hit a dead end. It’s a common trap for B2B tech companies.

So, how do you avoid wasting time and resources chasing a one-off win? I recommend the 5/90 Approach:

✅ Aim for 5 similar deals that match the persona and problem of your initial win. If you can highly qualify or close 5 deals with the same type of customer and the same problem, you’re likely onto something repeatable.

✅ Focus for 90 days: For the next 90 days, concentrate your sales and marketing efforts on that specific persona and problem. This will give you quick feedback on whether the deal you closed is part of a larger pattern or just an anomaly.

The 5/90 Approach is about validation before scaling. It helps you determine whether your product or service has true market fit and whether the customer type and problem are scalable. By following this method, you can avoid the pitfall of false positives and focus your efforts where they truly matter.

Remember, success in B2B tech sales isn’t about chasing every opportunity—it’s about finding the right one and knowing how to scale it.

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Reach out if you need help with sharpening your Go-to-Market and Sales.

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