How to Understand How a Buyer's Business Makes Money.
Picture this. You are sitting across from a senior buyer. You have a slick pitch ready. But they ask one simple question: "So, how do you think we make our money?" And you freeze. Senior buyers can tell in about a minute whether you understand their business. When you do not, the meeting is over before it starts. The good news is this is learnable. You do not need an MBA. You just need to do a little homework before you walk in.
The mistake most people make
Most people show up knowing their own product cold and the buyer's world not at all. They can list every feature they sell. But they cannot say how the buyer's company actually earns a pound. So they talk in general terms that fit any company. The buyer hears it and thinks, "This person does not get us." That one thought sinks the deal. It is not that you were lazy. You just prepared for the wrong meeting.
What good understanding sounds like
Good salespeople can explain the buyer's business back to them in plain words. They know what the company sells, who pays for it, and what keeps the leaders up at night. They know if the company is chasing growth or cutting costs this year. When they speak, the buyer leans in and thinks, "Finally, someone who did their homework." That trust is worth more than any clever pitch.
How to do it
Learn what the company cares about most
Before the meeting, find the one or two things driving this business right now. Are they growing fast, fighting costs, or moving into a new market? That tells you what matters to the person in the room.
"From what I can see, meritt is in a big growth push this year. Is hiring quickly your main focus right now?"
Read their latest results or goals
Pull up the company's recent numbers, news, or public goals before you meet. Look for where money comes in and where it leaks out. Bring one real fact, not a vague guess.
"I saw meritt just opened a second market. That usually means hiring pressure. Is that landing on your team?"
See the difference
"So tell me a bit about your business and what you do." You are asking the buyer to teach you the basics. That signals you did zero homework, and senior people notice straight away.
"I had a read before today. meritt makes its money helping teams hire sellers, and you just expanded into a new market. I am guessing that is stretching your hiring team thin. Am I close?"
Same meeting. Same buyer. The strong version shows you arrived already knowing how their business works. Now the buyer wants to talk, because you sound like someone worth their time.
How you'll know it's working
You have got this when you can talk clearly about what drives the buyer's business. Test yourself before your next meeting. Can you say, in one sentence, how this company makes its money and what it is chasing this year? If yes, walk in confident. Buyers open up to people who get them, and that understanding is a skill you will use in every deal for the rest of your career.
Questions people ask
How do I learn how a buyer's business makes money?
Before the meeting, find out what the company sells, who pays for it, and what it is chasing this year. Read their recent results, news, or public goals, and note where money comes in and where it leaks out. Aim to explain their business back to them in one plain sentence. That homework shows senior buyers you understand them, which builds trust fast.
Why do senior buyers care if I understand their business?
Senior buyers care because their time is short and their problems are real. When you understand how their business makes money, you can talk about what actually matters to them instead of generic features. It signals respect and competence. Buyers open up to people who clearly did their homework, and they shut down for people who make them explain the basics.
What should I research before a meeting with an executive?
Research three things: what the company sells and who pays for it, how the business is performing right now, and one goal or worry it has this year. Check recent results, press, and the company website. Bring one real fact, not a vague guess. Ten focused minutes of prep is usually enough to sound like you belong in the room.
What if I cannot find the company's numbers?
If a company is private and shares no numbers, look for clues instead. Read their job ads, recent news, leadership posts, and customer reviews. Job ads in particular show where a company is investing. You can also ask a smart, informed question in the meeting, like "Is this year more about growth or about tightening costs?" That shows curiosity without pretending you already know.
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