Elitheon’s Enterprise Sales Playbook: Selling Next-Gen Authentication to Risk-Averse Industries
Selling innovative technology to risk-averse industries requires more than just a great product – it demands a deep understanding of consequences. In a recent Category Visionaries episode, Elitheon CEO Roei Ganzarski revealed their approach to enterprise sales in markets where failure isn’t an option.
Leading with Consequences
The core of Elitheon’s sales strategy centers on consequences rather than features. As Roei explains, “Who are the industries that one know and acknowledge that there’s a problem, and where are the industries that if you get it wrong, the consequence is high, either financially or operationally.”
This consequence-driven approach shapes their entire sales narrative. Rather than leading with technology capabilities, they focus on the cost of authentication failures. For example, in healthcare, Roei notes that “10% in the first world countries… of medicine will be either fake or gray market. In the third world countries, you’re looking at up to 30% counterfeit.”
Demonstrating Value Through Real-World Examples
Their sales approach relies heavily on practical demonstrations that expose existing vulnerabilities. Roei shares a powerful example from an automotive presentation: “I flipped the boxes over, I opened them from the bottom, I took the brake pads out, closed the box, flipped it back over, and I said, look, I just replaced everything in your box, and your anti counterfeit anti tampering sticker is still intact.”
This hands-on approach transforms skeptics into believers by revealing how current solutions fall short. Instead of arguing against existing methods, they let the demonstration speak for itself.
Building Trust Through Industry Understanding
Each industry has unique authentication challenges. In precious metals, for instance, Roei explains how their solution addresses specific industry concerns: “Pure gold from the Congo or Rwanda, kind of like blood diamonds. There’s this gold that’s illegal because it uses child or slave labor to mine it. But when it’s put into a bar and it has the logo of a European company on it, and you check that it’s gold, and then you think it’s okay.”
This deep industry knowledge helps them speak the language of their customers and address specific pain points rather than selling a generic solution.
Converting Technical Innovation into Trust
Rather than overwhelming prospects with technical details, Elitheon draws parallels with familiar, trusted systems. “If we don’t want to rely on a badge or an ID that could be faked or stolen, what do we rely on? Biometrics,” Roei explains. This comparison helps bridge the gap between innovative technology and established trust mechanisms.
Maintaining Strategic Focus
Perhaps most importantly, they maintain strict focus on their target markets. As Roei emphasizes, “Not all revenue is good revenue. If it’s revenue that defocuses you as a company and takes you off your path for the wrong reason, it’s the wrong revenue.”
For B2B founders selling to enterprise clients, particularly in regulated or risk-averse industries, Elitheon’s approach offers valuable lessons:
- Lead with consequences rather than capabilities
- Demonstrate vulnerabilities in existing solutions
- Build deep industry-specific knowledge
- Draw parallels with trusted systems
- Maintain strategic focus even when facing tempting opportunities
Success in enterprise sales, particularly in high-stakes industries, requires more than just a superior product – it demands a deep understanding of industry-specific challenges and a sales approach that builds trust through demonstrated impact.
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