We all know the feeling. The pitch went brilliantly, but the deal is still taking ages to close. Why do B2B clients actually buy in the end? This exact question was the focus of our MTH DeepDive Session on 9 February 2026. Together with the portfolio teams from the MediaTech Hub Accelerator and our partners at the HPI Engine, we took a close look at value-based selling. A massive thank you goes to our coach Jamaine Pulat, who filled the afternoon with enormous energy and genuine practical expertise.
A key takeaway from the workshop was that successful sales begin well before the first conversation. Merely catering to an obvious need is simply not enough. Sales professionals must understand in advance what specific impact the client wishes to achieve. Only when this underlying ‘why’ is clear can the true value of a product be conveyed convincingly.
During the actual client meeting, a great deal of tact is required. Jamaine Pulat advised the teams to act almost like investigators. By asking clever questions and listening attentively, you can frame your offer exactly in the language and reality of your target audience. Ideally, the proposed solution should ultimately feel like the prospect’s own realisation, rather than a forced sales claim.
At the same time, the group dispelled a persistent myth. There is no universal playbook for sales. At its core, selling is a soft skill that demands constant practice and critical self-reflection. Anyone negotiating ideally takes on a leadership role and consciously bears responsibility for the process as well as the final outcome.
Many teams found the look at cultural differences particularly fascinating. Numerous well-known sales guides originate from the US. However, their methods often do not work in Europe. Over here, factors such as the right tone of voice, an appropriate pace and an awareness of cultural nuances determine your success. Your personal sales style absolutely has to suit the market.
The afternoon thrived on candid shared experiences and fantastic discussions. We would like to sincerely thank all the participating startups for their openness. Attendees included Lexi, nound, narraltiv, Kisszu, Messpunkt, Trip Leap, Graphrs, Museful, GreenGate Genomics, 2Sync, JYMMiN, Jouly, AI Dubbing Solutions, Empla and 11X Testing. We are equally grateful to Erdinc Coc, Daria Trinz, Jasper Hänel, Lisa Jeller, Robin Scharf and David Hahn for the excellent exchange. We are already looking forward to the next one.
Some impressionen from the Deep Dive Session (Photo Credit: Lars Hübner):
