Selling branding, UX, or strategy to startups is (relatively) easy. The founder gets it. The CPO gets it. There’s budget, interest, and urgency.
But traditional companies? It’s another world.
"You walk in and ask for the marketing lead. They say, 'We don’t have one. But Anna does the brochures.'"
The multi-million euro manufacturer with one marketing person. The family-run logistics firm with no marketing budget, but a massive digital blind spot. The old-school business that’s grown despite itself - and now needs help.
"We work with their marketing lady day to day," says a Fram strategist. "But even she has to wait on font approvals from the CEO, who doesn’t care much for digital."
Dominique sees this often: startups try to sell to the CEO. But in traditional businesses, that’s a dead end. Selling to traditional businesses isn’t about finding the buyer - it’s about navigating the grey.
"The CEO is busy. And digital isn’t on their radar. The trick is: ask them who handles marketing. They’ll give you a name. That’s your door in."
Once you have a name, you can reference the CEO in your outreach. It builds trust without applying pressure.
That name won’t be a CMO. It might be a sales assistant. Or the CEO’s daughter. Or the only person who knows how to post on Facebook.
That’s okay. Start there.
"You don’t sell immediately. You plant a seed. Show your portfolio. Build rapport. And wait for the right moment."
This is the long game. And if you play it well, traditional clients don’t just say yes - they stay.
We get it. Startups move fast. They have funding. They speak your language.
But they also churn. Or pivot. Or implode.
The clients that have kept us growing? The ones who make windows, not widgets. Who’ve survived market cycles without ever updating their logo. Who need a partner to help them modernize quietly.
"You might think they’re too slow. But they have a budget. And once you’re in, they don’t churn."
Fram has found that even when there's only one contact, if the work delivers value, it quickly expands to long-term collaboration.
Selling to traditional companies isn’t harder. It’s different. Slower, more human, less polished.
You won’t win over traditional companies with a slick pitch. You’ll win them by showing up, listening, and doing what you say you’ll do.
That’s not flashy. But it’s what trust looks like.
The reward? Long-term contracts, high trust, and impact that lasts.
"You can’t sell with slides," Dominique says. "You sell with presence, patience, and proof."
And that’s how you become not just a vendor - but a partner worth keeping.
About the author - Ari De Bernardi is a seasoned prfessional with past experience in Business Development projects concerning the Nordic markets as well the MENA region. Ari was based in Düsseldorf, Germany as acting head of office for a Swedish company involved in Energy & Renewables. In the realm of Ari's activities he is the founder of Eliel Advisory OÜ, a boutique advisory firm with offices in Estonia, Sweden and Israel.Eliel Advisory OÜ specializes in the triad of business development, innovation sourcing and M&A.
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