The Top 9 LLC Filing Companies Entrepreneurs Need to Know

As someone who’s tested entrepreneurial waters, I know it can be daunting, especially when it’s your first time. There’s the adrenaline rush, yet a feeling of being lost, given so many unknowns. Something fundamental, like deciding between a sole proprietorship that requires minimal paperwork or going for a more structured LLC, can feel overwhelming. If you register an LLC, choosing between different LLC filing companies becomes the next big decision.

When researching registering an LLC, I remember being stretched between decoding legal jargon, figuring out state requirements, and wrapping my head around the endless LLC filing companies that came up on a Google Search. Like anyone else who starts a company, I wanted the best LLC filing company for my business. So, I spent a lot of time exploring options minutely, surfing different websites, and analyzing for reviews before making any choice.

Having gone through the (rather lengthy) process, I’ve compiled a list of the top LLC filing companies to help entrepreneurs make an informed choice without spending as much time as I had to. In this blog, I’ll share my top recommendations for the best LLC filing companies,

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Why go with LLC filing companies and not do it yourself? I’ve figured getting external help handling the paperwork to register the business is a good idea because the initial few days in any entrepreneurial journey are taxing. It doesn’t hurt to reserve focus at that time on more strategic pursuits to grow the business. You don’t want to be circling a mountain of paperwork that you don’t want to make errors in, right? On that note, let me take you through my top picks.

The Top 9 LLC Filing Companies

1. ZenBusiness

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ZenBusiness is one of the leading LLC filing companies in the United States. They offer an easy, all-in-one platform to help business owners with all the tools and support they need to start, run, and grow a successful business. The company offers comprehensive packages that include business name availability searches, document filing, registered agent services, and more.

Trustpilot Score: 4.8/5 (based on over 19,233 reviews).

Best For: Individuals looking for budget-friendly, reliable services.

Pricing Plans: Currently. they’re offering 3 annual packages for LLC filing: Starter($0 + state fees), Pro ($169 + state fees), Premium ($250 + state fees),

Standout Features:

  • Value-for-money service with an affordable price point.
  • A wide array of services like operating agreements, worry-free compliance alerts, and ease of use under one umbrella.
  • A patient, cordial, and invaluable customer service team.

Potential Drawback(s): A close study of their reviews shows they require US addresses to use the services — a fact that isn’t communicated before signing up. So, if you’re not US-based, this might be a drawback you might want to consider.

2. Bizee (formerly IncFile)

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Bizee is a business formation and registered agent company. It is one of the market’s most affordable LLC formation options and offers a full suite of formation, compliance, and filing services for businesses across all 50 states. It’s essential to note they help with forming LLCs but don’t offer legal advice or other legal services concerning your LLC formation.

Trustpilot Score: 4.7/5 (based on 20427 reviews)

Best For: Price-conscious entrepreneurs looking for value-for-money LLC filing services.

Pricing Plans: They’re offering three packages, all with a one-time fee. These include: Basic ($0 + state fees), Standard($199 + state fees), Premium ($299 + state fees),

Standout Features:

  • Transparent, upfront pricing with a one-time fee instead of subscriptions that renew year after year.
  • Free-lifetime compliance reminder alerts, such as texts or emails.
  • Free registered agent service is available in the first year — chargeable from year two onwards at $119 annually.

Potential Drawback: Bizee might not be the best fit if you’re looking for the smoothest customer service experience. After reading reviews thoroughly, I learned that reaching their customer support isn’t a breeze. Moreover, Bizee’s users often expect to receive more direction than they get.

3. BizFilings

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Founded in 1996, BizFiling can be regarded as a pioneer of the online incorporation space. In 2002, the company became part of Wolters Kluwer-backed CT Corporation, the industry’s premier legal services brand. They offer various products, services, and tools to support entrepreneurs throughout the life of their business, from setting up to amending documents as needed to stay compliant over time.

Trustpilot Score: 4.6/5 (based on 94 reviews)

Best for: Entrepreneurs seeking excellent service and quick response times and are willing to pay a premium for it.

Pricing Plans: They offer three LLC packages with different inclusions. However, they don’t have standard pricing for each package. The base charges vary across states, with the lowest at $99. Additional state fees apply.

Standout Features:

  • Simple ordering process that’s available both online and by phone.
  • They offer a warranty against any filing defects.
  • There are no hidden fees. The price displayed at the beginning of the order is the price you’ll see at the end.

Potential Drawback:

They may not be the most economical service. Customers have written reviews saying that other filing businesses offer more for the same fee.

4. Rocket Lawyer

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Rocket Lawyer combines LLC filing services with access to affordable legal advice. Their offering revolves around helping start a business and retaining a legal expert to answer any questions that arise then or eventually. They thrive on ensuring the law is not out of reach for the ordinary citizen due to costs and complexity, making their service a versatile option for businesses of all sizes.

Trustpilot Score: 4.6/5 (based on 8831 reviews)

Best For: Business owners who anticipate needing ongoing legal assistance.

Pricing Plans: They offer two plans: Rocket Legal ($39.99/month) and Rocket Legal+ ($19.99/month). Both plans come with free 7-day trials where you just need to pay the state fees.

Standout Features:

While they have two plans, it’s unmistakable that Rocket Legal+ offers the best value for money. What stands out in this plan is the following:

  • Availability of paralegals and attorneys to answer queries online or consult live.
  • Personalization of legal documents according to local laws instead of relying on generic templates.
  • Discounts on add-ons like business filings, tax prep, and filings are available.

Potential Drawback: It appears they lack transparency about their pricing structure. I’ve found reviews with customers complaining about their “free advertisement.” They mentioned that once you get to the end of the process, they ask you to pay up to proceed. Another one complained about their package inclusions, for instance, Q&A with lawyers, which hands out no concrete answers but lawyer referrals. So, I’d take their freebies with a pinch of salt.

5. Swyft Filings

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Swyft Filings is an incorporation service built on convenience. They’ve designed their offering to help entrepreneurs get their company up and running as quickly, efficiently, and affordably as possible with expert help on board.

Trustpilot Score: 4.6/5 (based on 6866 reviews)

Best For: Entrepreneurs looking for a simplified solution with expert help when starting up.

Pricing Plans: Currently. they’re offering 3 annual packages: Basic ($0 + state fees), Standard ($199 + state fees), Premium ($299 + state fees),

Standout Features:

  • They offer a highly convenient process. You fill out a simple questionnaire, and they will prepare the documentation.
  • Personalized support is available from experts to avoid errors.
  • Features for growth, protection, and compliance are included in majority plans free of charge.

Potential Drawback(s): It would be their non-transparent cancellation options. I’d read reviews of some customers complaining that they were signed up for services they didn’t opt for on a subscription basis. When they went out to cancel, it was a taxing process with little clarity and support to stop the recurring fees.

6. Doola

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Doola is a one-stop shop built to help entrepreneurs launch, maintain, and grow their LLCs in the United States, regardless of where they are based worldwide. They offer a comprehensive suite of services, from business formation to bookkeeping and tax filings.

Trustpilot Score: 4.5/5 (based on 1723 reviews)

Best For: Non-US-based entrepreneurs looking to register and grow an LLC in the US.

Pricing Plans: Currently they’re offering 3 annual packages: Starter ($297 + state fees), Total Compliance ($1999 + state fees), and Total Compliance Max ($2999 + state fees).

Standout Features:

  • Diverse offerings, from registering an LLC and sorting essentials to getting a bank account to helping with compliance and bookkeeping.
  • They have a strong partner network for services they don’t offer directly, which can be very helpful for everyone, especially those not in the US.
  • It is backed by YCombinator, Hubspot, Nexus, and Hustle Fund, which indicates volumes about its credibility.

Potential Drawback: I’ve noticed several customers express concern over their communication flow. Their dashboard isn’t seemingly intuitive, and contacting the company doesn’t yield satisfactory responses speedily.

7. Northwest Registered Agent

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Trustpilot Score: 2.9/5 (based on 111 reviews), Rated 4.7 / 5 stars by 1295 clients on Google

Northwest Registered Agent is renowned for its registered agent services and its suite of helpful offerings, including crafting the operating agreement, arranging business addresses, and mail forwarding. The company prioritizes data security and offers personalized service.

Best For: Entrepreneurs seeking personalized assistance and keeping their address off their filings.

Pricing Plans: Currently, they’ve got a single plan called The Northwest LLC ($39 + State Fees).

Standout Features:

  • Local expertise with offices in every state and a team of 200+ local business experts ready to provide guidance.
  • Free mail forwarding and business address for all customers.
  • Privacy-focused, ensuring your personal information is secure.

Potential Drawback: Their response time appears slow. A frustrated user complained that their query went unanswered for 24 hours. The same user also complained that it takes longer than the standard time to apply for an EIN.

8. LegalZoom

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Established in 2001, LegalZoom is a well-established name in business formation, with offices in Los Angeles, Austin, and the Bay Area. They offer a wide range of legal services in addition to LLC filings. Interestingly, they’ve helped over 4 million entrepreneurs turn ideas into businesses, which I think talks a lot about their credibility.

Trustpilot Score: 4.4/5 (Based on 11751 reviews)

Best For: Entrepreneurs who want a one-stop shop for business and legal needs.

Pricing Plans: Currently, they’ve got three packages to choose from: Basic ($0 + state fees), Pro ($224 + state fees), Premium ($269 + state fees).

Standout Features:

  • Comprehensive services, from LLC formation to legal advice.
  • Step-by-step guidance to launch and protect a new business.
  • Excellent customer service.

Potential Drawback:

I’ve noticed users complain about their program/menu. A disappointed user mentioned that it was dysfunctional and caused an enormous waste of time. The customer service rep was patient and helped, but the time they took to resolve the query was putting off.

9. Tailor Brands

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Tailor Brands is a unique LLC filing service that offers end-to-end services in the truest sense. Their offerings cover the needs of those just getting started and those already in business with a revolutionary business-building platform focused on branding activities.

Trustpilot Score: 4.4/5 (based on 9095 reviews)

Best For: Entrepreneurs looking for a one-stop shop to register their LLC and get basic branding activities moving.

Pricing Plans: Currently they’re offering 3 annual packages: Starter($0 + state fees), Pro ($169 + state fees), Premium ($250 + state fees).

Standout Features:

  • They bundle LLC formation with branding services like logos, business cards, branded merchandise, and more.
  • Perfect for new businesses building their online presence.
  • Simple, user-friendly platform.

Potential Drawback: Some customers complained that the company is highly focused on upselling and little concerned about what customers need. Their commitment and quality of customer support can also be put off.

Are you ready to file your LCC?

Researching the best LLC filing companies out there has been an eye-opening experience. Firstly, I’ve realized that “free” rarely is as good as it sounds. When you go for the cheapest bet, you could find yourself paying for essential add-ons and sneaky hidden costs that quickly add up if you don’t read the fine print.

I’ve also learned that no one-size-fits-all best LLC business filing solution exists. What you choose should depend on your business needs (and budget). Some entrepreneurs might need essential filing support, while others may prefer to sign up for ongoing compliance support, legal assistance, or branding tools. The best approach is to take your time and weigh your options before committing to any service. Doing this can save you quite a bit of money and frustration down the road.

Having said all this, I’d like to close on an important note. Remember: Registering your business is an important step — but it’s just a step. Your real work is going to start after this. On that note, happy filing and focusing on what truly matters: growing your business.

What’s a Business Credit Score Anyway? Here’s What You Need to Know

I walked into the bank feeling confident about getting a loan to expand my business. I had my plan, financials, and a solid pitch ready. But the loan officer shook her head — denied. The problem? My business credit score.

I didn’t even know I had one. A business credit score shows lenders, vendors, and insurers how dependable your business is. Factors like late vendor payments and limited credit activity were pulling my score down. That rejection was a wake-up call.

A business credit score can affect your chances of getting a loan, supplier terms, or partnerships. In this guide, I’ll explain what a business credit score is, why it matters, and how you can improve it.

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What is a business credit score?

A business credit score tells lenders, vendors, and insurers how trustworthy your business is when it comes to paying debts on time. I like to think of it as the financial reputation for your company.

Business credit scores don’t follow a single model. Each reporting agency uses its own system, but they all rely on a few key factors to assess risk.

Key Factors That Affect Your Business Credit Score

  • Payment history. Late or missed payments to vendors, creditors, and suppliers can lower your score significantly. Consistent on-time payments help build trust.
  • Company age and financial history. Older businesses with a long financial track record tend to have higher scores.
  • Tradelines and credit use. I found that keeping tradelines active and balances low reassures lenders that your business can manage debt responsibly.
  • Industry risk. Businesses in industries with high failure rates are seen as riskier, which can impact their scores.

The 4 Major Business Credit Scoring Agencies

Here are the four agencies to keep an eye on to know your business’s credit score:

  • Dun & Bradstreet (D&B). They created the Paydex Score (1 to 100) that focuses on payment history with vendors. A score above 80 indicates low risk.
  • Experian. Scores businesses on a scale of 1 to 100. Their reports also include data on payment trends, public records, and risk factors.
  • Equifax. Provides three key scores: Payment Index (0 to 100), Credit Risk Score, and Business Failure Score. These scores give lenders a detailed view of payment reliability and financial stability.
  • FICO Small Business Scoring Service (SBSS). Used by the Small Business Administration (SBA) for loan approval. Scores range from 0 to 300, combining both business and personal credit history. Most SBA loans require a minimum score of 155.

A 2024 FDIC study found that 58% of lenders review business credit reports before making lending decisions. Tracking your score helps you stay prepared and better positioned for favorable financing options.

What is a good business credit score?

Each bureau uses a different system to calculate business credit scores. Knowing what counts as a good score depends on the bureau you’re dealing with. Below are general benchmarks that indicate low, moderate, or high risk.

Score Ranges by Major Bureaus

Dun & Bradstreet Paydex Score

  • 80+ signals low risk with consistent, on-time vendor payments.
  • 50-79 indicates moderate risk with occasional late payments.
  • Below 50 shows high risk due to frequent late or missed payments.

Equifax Payment Index

  • 90+ represents low risk and timely payment history.
  • Below 80 points to higher risk from delayed payments or high debt levels.

FICO SBSS

  • 155+ is required for SBA loan eligibility, although higher scores improve approval odds and loan terms.

Lenders often look at these scores to understand how dependable your business is when it comes to paying off debts. Higher scores can improve loan terms, lower interest rates, and extend payment periods with suppliers. Low scores, on the other hand, may lead to higher borrowing costs or loan denials.

If you have a low business credit score or you’re just starting out, read about the best unsecured business loans.

Why do business credit scores matter?

A business credit score impacts several key aspects of your company’s operations. It can influence loan approvals, insurance premiums, and supplier payment terms. A strong credit score has helped me secure supplier payment terms that gave my business more breathing room for cash flow.

Other key benefits of a good business credit score include:

  • Access to better loan terms and higher approval chances. Lenders tend to approve businesses with strong credit more quickly and offer lower interest rates.
  • Lower business insurance premiums. Insurance providers use credit scores to assess financial stability. A high score can reduce premiums, saving money over time.
  • Favorable supplier payment terms. Suppliers may offer extended payment terms (e.g., net 60 or 90 days) to businesses with higher scores, improving cash flow.
  • Higher credibility with partners. Business partners and investors may review your credit score as part of their decision-making process. A strong score demonstrates financial reliability.

How to Check a Business’s Credit Score

After that first experience in the bank, keeping track of my business credit score has saved me from further unpleasant surprises. I’ve learned that even a small error in a report can derail financing or negotiation plans. Here’s my personal process for checking and monitoring my business credit score.

Step 1: Gather your business details.

Having all the necessary information upfront makes the process faster and smoother. I’ve had applications delayed before simply because I couldn’t find the right documentation. Here’s what I always keep on hand:

  • Employer Identification Number (EIN)
  • DUNS Number (if using Dun & Bradstreet)
  • Business registration details (official name, address, and incorporation documents)

These details help verify your business identity and ensure the credit bureaus can pull accurate data.

Step 2: Choose your preferred bureau.

Different bureaus offer various services, and their pricing and report formats vary. I’ve explored all the major bureaus, and here’s what you can expect:

Dun & Bradstreet

business credit score from d&b’s paydex score

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D&B focuses heavily on payment history through its Paydex Score. I first registered for a DUNS Number, which gave me access to a free, basic report. When I wanted more details, I subscribed to their paid service, starting at $15/month.

  • I logged in to the Dun & Bradstreet website.
  • I searched for my business using my DUNS Number or name.
  • I viewed my report summary and decided if I needed to upgrade for a deeper look at risk scores and payment trends.

I’ve found the paid report valuable when applying for larger loans or vendor contracts.

Experian

business credit score from experian

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Experian charges $49.95 for a single report, or $199/year for unlimited access. I opted for the annual plan since I prefer monitoring my score regularly.

  • I created an account on Experian’s business portal.
  • I purchased a report and reviewed key metrics like payment history, risk factors, and financial stability ratings.
  • I downloaded a copy to reference later.

Experian’s data helped me understand long-term payment trends that could affect vendor negotiations.

Equifax

business credit score report from equifax

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Equifax provides multiple scores, including a Payment Index and Credit Risk Score. Accessing their report required me to show proof of a recent business credit application.

  • I contacted Equifax and requested a business credit report.
  • I sent documentation from a recent credit application (e.g., loan or credit card request).
  • Once my information was processed, Equifax emailed me the report.

I appreciated that this service was free, but it took extra time to gather and submit the required documents.

FICO Small Business Scoring Service (SBSS)

The FICO SBSS score combines business and personal credit data and is crucial for SBA loans. Reports aren’t publicly available, so I worked directly with my lender to understand my score.

  • I contacted the lender handling my SBA loan application.
  • They explained how my FICO SBSS score factored into their decision-making.
  • I cross-checked my business credit reports from D&B, Experian, and Equifax, since these agencies contribute to the FICO score.

This extra step gave me confidence that both my business and personal credit were aligned with loan requirements.

Step 3: Monitor regularly and correct errors.

Credit reports can change frequently as new payments or inquiries are added. I’ve made it a habit to check for updates regularly to catch any errors before they become a problem.

  • I learned that if I don’t check my score regularly, errors like missing payment records could slip through and cost me during a loan application. Now, I set quarterly reminders, and they’ve saved me from surprises.
  • If I spot errors — like missing payments or incorrect account details — I contact the reporting agency.

Most agencies ask for proof, like bank statements or invoices, to update the report. Staying on top of these changes has helped me avoid issues during loan applications and vendor negotiations.

Monitoring my business credit has paid off with lower interest rates and better supplier terms. It’s an easy routine that keeps my financial reputation strong.

Tips for Managing and Improving Your Business Credit Score

Small but consistent actions can raise your business credit score and keep it strong over time. These tips help build trust with lenders, vendors, and partners.

1. Formalize your business.

Establishing your business as a legal entity gives it credibility. Register your business as an LLC or corporation.

  • Apply for an EIN (Employer Identification Number) through the IRS for tax and credit purposes.
  • Register for a DUNS number with Dun & Bradstreet to create a business credit profile.

This separation from personal credit allows your business to stand on its own and opens the door to more financing options.

2. Pay your creditors early or on time.

This might seem obvious, but I learned the hard way how much late payments can hurt your score. When even a single late vendor payment showed up on my report, it led to less favorable loan terms.

To stay on top of payments, I set up automatic payments and calendar reminders. If cash flow allows, I pay off debts early, which signals strong financial health to lenders. Making timely payments has given me better loan offers and even helped me negotiate payment extensions when needed.

3. Keep credit use low and open tradelines.

At one point, I noticed my score dipped despite paying bills on time. It turned out my credit utilization — how much credit I was using — was too high. Lowering this percentage made an immediate difference.

Here’s what worked:

  • I aimed to use less than 30% of my available credit.
  • I opened tradelines with reliable vendors who report to credit bureaus, which added more positive credit history to my profile.
  • I avoided maxing out business credit cards or lines of credit, since that can signal financial trouble.

4. Keep business and personal finances separate.

When I started out, I mixed personal and business expenses without realizing the long-term impact. It created headaches during tax season and made it harder to track my business’s financial health.

Now, I keep everything separate. I remember how chaotic tax season used to be when I mixed expenses — sorting through hundreds of receipts was a nightmare. Since switching to dedicated business accounts, I’ve saved hours each year.

This separation has simplified bookkeeping and protected both my business and personal credit scores.

These habits have made managing my business credit much more predictable. Over time, I’ve seen how lenders and vendors trust businesses with solid financial practices. The effort you put in now can set you up for more opportunities in the future.

Knowing Your Number

When I first learned about business credit scores, I didn’t realize how much they impacted key opportunities. That loan rejection was a wake-up call. Since improving my score, I’ve secured better loan rates, supplier terms, and smoother negotiations.

Managing your credit doesn’t need to be complicated. Regular monitoring, timely payments, and low credit use can prevent setbacks. These habits show lenders and partners that your business is reliable and financially stable.

Don’t wait for a problem to take action. Start by checking your credit report and making small improvements. Those efforts can open the door to better growth opportunities down the road.

Entrepreneurial Marketing: Find New Customers on a Shoestring Budget [+Expert Tips]

Every time I talk to other small business owners or hop on LinkedIn, I hear the same refrain. It’s getting harder to find new customers. I’m not sure what marketing mix will work this year.

It’s a tough time to be a startup or small business — 81% of small business owners say they’re worried about how the economy will affect their business. As a small business owner, I can attest that it’s hard to invest your hard-earned revenue and time into marketing. With fewer resources, small businesses need a different approach to compete. That approach is entrepreneurial marketing.

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Entrepreneurial Marketing vs Traditional Marketing

Traditional marketing takes a structured, systematic approach to create and implement a marketing strategy using a wide variety of channels and an advertising budget. Typically, companies have an in-house marketing team and agencies to plan and launch campaigns.

Entrepreneurs may or may not have an ad budget or marketing team — so they have to be scrappy. Instead of agencies and large campaigns, they rely on thought leadership, organic social media and web content, and word-of-mouth to reach new customers.

Ultimately, entrepreneurial marketing is more agile, authentic, and relationship-focused than traditional marketing.

Choosing the Right Marketing Mix

One area where entrepreneurial and traditional marketing differs is in their marketing mix and choice of channels. While corporations use a broad approach of digital marketing, email, and even radio, TV, and print, entrepreneurs must focus their resources on just a few channels that are affordable and effective.

I learned that 38% of small business owners only use one marketing channel regularly, leaving a huge opportunity for growth. Mindy Anderson, CEO and on-demand CMO for startups, recommends that companies start with three marketing channels and do those well before scaling up.

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The Characteristics of Entrepreneurial Marketing

Here’s what makes entrepreneurial marketing different — and what makes it work.

Authentic

As an entrepreneur, you can’t drop a lot of money on an expensive photo or video shoot. But what you do have is authenticity.

Startups can connect with buyers by creating low-budget content like a behind-the-scenes or day-in-the-life video. They can share founder insights, wins, and even struggles to humanize their brand and endear potential customers.

Focused

Many startups are still figuring out their ideal buyer, market positioning, and value proposition. By focusing on a very specific ideal buyer and a specific problem that you solve, you can stand out from competitors and attract new customers.

“If you don’t understand your differentiation and positioning in the market and who you’re speaking to, you have a mismatch in expectations,” says Anderson. “Your services or product positioning has to address a void in the market — what specific problem are you solving right now?”

For this targeted approach to work, everyone on your team should have a consistent and clear understanding of your positioning, mission, and ideal customer profile.

Nimble

Most corporations set their marketing budget for a year, then have little flexibility to change it until the following year. As an entrepreneur, you don’t have the luxury of waiting that long. If your marketing strategy isn’t working, you need to adapt it quickly.

Take risks with new tactics, but test often and optimize your campaigns before scaling efforts. For instance, you could start with a small paid campaign on Facebook or LinkedIn, measure to see what works, and put more dollars behind what does.

“Don’t try to boil the ocean,” shares Anderson. “Focus on three primary target areas for marketing, test them, iterate, and pivot if something doesn’t work.”

Relationship-Based

Above all, entrepreneurial marketing is built on relationships. You need relationships to build partnerships with brands and influencers that will introduce your product to new audiences. You need good customer relationships to ask for testimonials and referrals. And you need a relationship-focused approach to sales.

“Ditch the pitch,” recommends Anderson. “Work on relationship building and focus on getting to know that person and finding out what their pain points are. Eventually, you can have a discovery conversation about solving the problems that they have, but you have to go about it in a human way. When you do social media marketing, you want to get people to understand that you’re really in the market to help solve a problem, and you’re very passionate about it.”

entrepreneur marketing: hubspot software for startups

Get started with HubSpot’s software for startups.

Entrepreneurial Marketing Tactics

So, what does entrepreneurial marketing look like for scrappy brands? Here are a few of the marketing tactics that work best for startups and small businesses.

1. Organic Social Media Marketing

When you can’t afford a large ad campaign, you can still build an audience with organic social media content. Aim to create useful, relevant content for customers on the social media channel where your audience spends the most time.

Keyword research and customer listening can help you determine which topics your customers care about for posts. If you’re a B2B company, LinkedIn is the place to be. You can engage professionals with case studies, live event streaming, newsletters, and direct outreach to prospects.

A lot of startups are also seeing success on TikTok. Engaging videos that are quick to get to the point do well there and offer high visibility fast.

2. Referral Program

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https://www.paypal.com/us/webapps/mpp/invite/terms

Last year, I joined a local coworking space. A friend referred me, so we both received a free month of coworking. That was over $100 in each of our pockets — a win for me, a win for my friend, and a win for the business that gained a new customer.

A referral program incentivizes current customers to share about you with a tangible reward and incentivizes their friends and family with an offer and solid social proof. Dropbox and PayPal both have legendary referral programs. The great part about referrals is that they don’t cost you anything until you’ve made a sale. Now, that’s efficient!

3. Thought Leadership

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The best part about a small business is that you can be more personal. People connect with leaders and the people behind the brands, and that’s a huge advantage that enterprise businesses don’t have. I follow marketing thought leaders like Rand Fishkin, Kyle Lacy, and Lex Winship — and I’ve learned about brands I might otherwise not have.

Thought leadership is a tactic that positions entrepreneurs as experts in their fields, often through guest articles, speaking engagements, or social media posts. By sharing a leader’s values and expertise, you can build credibility, visibility, and trust.

4. Partnerships

bench and freshbooks entrepreneurial marketing

Entrepreneurs excel at relationships, but most don’t realize that’s their superpower. Startups can expand their reach by joining a partner ecosystem or teaming up with a complementary brand.

Startups can market their business through co-branded content, joint webinars, and link-sharing in newsletters. When established as a true partnership (not a sponsorship), there’s no cost, and both brands can benefit from shared audiences and social proof.

5. User-Generated Content

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The best person to tell new customers about you is your happy customers. Customer content is more relatable and trustworthy than content from a brand. Encourage customers to create user-generated content (UGC) to share their experiences with others.

The most obvious distribution channel for UGC is the one most used by entrepreneurs — social media. Repost UGC on your channels and incentivize customers to share it on their own accounts. You can also distribute UGC through your website, email marketing, and video platforms like YouTube.

“Show your social selling proof by testimonials of happy customers. Keep sharing them and people will slowly but surely catch on, and they will see the value that you are delivering time and time again and respond to that authentically,” says Anderson.

6. Video Marketing

entrepreneurial video marketing, clickup

https://www.youtube.com/watch?v=mbiuxrPKDJI

Video marketing is one of the top tactics small business owners use, and 75% of them say they’re satisfied with the results it brings them.

Again, don’t shy away because of a lack of budget or a lack of production skills. With simple equipment, you can create authentic, helpful videos that show your personality and value.

If you’re a B2C business, consider short-form videos to entertain or showcase products. On the B2B side, create a helpful tutorial showing what your software can do or a short thought leader video sharing insights on the market.

Build your customer base with entrepreneurial marketing.

If I were starting a new business tomorrow, I would embrace entrepreneur marketing as a fresh and flexible approach to reach new customers. Whether your business is retail, home services, ecommerce, or software, entrepreneurial marketing can help you grow — while staying under budget.

Your business idea is creative, and your marketing can be too. I’ve seen companies grow their business by embracing authenticity, focusing on targeted audiences, and leveraging relationships — one meaningful interaction at a time.

If You Want to Become a Sales Rep, Here’s Everything You Need to Know to Get Started [+ My Tips for First-Time Reps]

If you’ve been wondering about how to become a sales rep and are looking for resources to help you get started, I have wonderful news for you: You’re in the right place.

Download Now: Free Sales Training Plan Template

Whether you’re drawn to the thrill of closing deals, the potential for high commissions, or just love the idea of chatting with people all day (strategically, of course), a career in sales can be exciting, rewarding, and — I’ll keep it 100% real with you — highly lucrative.

In this post, I’ll cover everything (yes, everything) you need to know about pursuing a career in sales before actually going through with it. I’ll also talk about the required experience and skills, salary/pay, how to land your first sales role, and other stuff that’ll help you decide if the sales rep path is the right job for you.

Table of Contents:

Want to know one of the most extraordinary things about starting a sales career? With the right mindset, effort, and external support, you can start as a complete beginner and grow into a top-tier performer. No one begins a career in sales with all of the required skills, but everything you need to succeed can be learned and developed. It’ll just take some time.

Overall, sales is a fast-paced field, especially when you’re a sales rep; figuring out where or even how to start can be intimidating.

Don’t let that fact scare you, though. As I said, adapting to the sales world can be much smoother than you think if you’re open to learning and embracing new challenges. Plus, once you understand the role, you’ll be well on your way to upward mobility.

Sales representatives are often the go-to folks for fostering customer relationships and driving revenue for their company. Although selling is a core component of their role, they’re also responsible for other things, including:

  • Identifying and solving customer needs
  • Managing the sales pipeline through each stage of the sales process
  • Following up with prospects post-close for feedback and opportunities for upselling and cross-selling

On average, sales reps spend their time carrying out the sales process, but how they do this is game-changing. I spoke to Bri Lopez, Growth Specialist at Hubspot, to better understand what tools, tricks, and resources real-life salesfolks use to make the sales process easier, faster, and more unified. (You’ll also see Bri’s insights sprinkled throughout this post, so be on the lookout.)

Check out the list below to get a closer look at what Bri had to share and for a general overview of what the sales process involves, top to bottom:

a hubspot-branded graphic detailing what a sales representative does

1. Prospecting.

As you’ve probably already guessed, prospecting is the first step in the sales process. During this (very early) stage of the sales process, you’ll identify potential customers who may be a good fit for your company’s product or service.

When I poked Bri about how she navigates prospecting, one thing about her answer stuck out to me: her use of AI. “Much of the initial research for my sales strategy relies on AI. ChatGPT, HubSpot’s Breeze technology … I use AI to [get a bird’s eye understanding of] what their business does, then I reach out, ask my prospect more specific questions, and recommend products based on what I find out about their company,” she shared.

Prospecting will look pretty different for every sales rep because it’s all about approach. Some folks prefer to prospect through 1:1 relationship-building, while others prefer more automated and data-driven prospecting (like Bri). If you don’t know what your prospecting strategy will be, it’s okay. You’ll find your groove in due time.

Regardless of your spin on or preferred style of prospecting, it primarily requires that you master the following elements:

  • Researching businesses and potential stakeholders
  • Leveraging social media platforms (i.e., LinkedIn)
  • Cold calling and/or emailing prospects
  • Attending and engaging in networking events

There are two goals behind doing this preliminary work: 1) to generate and qualify leads and 2) to ensure you’re targeting high-potential prospects before investing time in deeper sales conversations. Always keep these priorities in mind.

2. Pitching.

Once you’ve made it beyond the prospecting stage, you’ll deliver a compelling sales pitch to your prospect. This is where you’ll showcase how your company’s offerings (a product or service) solve their pain points. Pitching is usually done through several methods of communication, such as:

  • Email (there’s already some great advice on email pitching, like this article)
  • Phone call
  • Virtual meetings
  • In-person presentations

Typically, the most successful pitches emphasize value over features, so ensure that yours demonstrates why your offering is the right solution for your specific prospect.

3. Handling Objections.

Here’s the unavoidable thing about being a sales rep: Not every potential prospect will be immediately sold on a product, and that’s where your ability to influence their purchase decision comes into play. As a sales rep, you’ve got to be skilled at addressing concerns, skepticism, and hesitations from the prospects you’re courting. Thus, this part of the sales process requires you to be good at the following:

  • Listening to prospects
  • Displaying empathy
  • Problem-solving for prospects
  • Comforting prospects through any anxieties they may have about making a purchase

But I’ve got a sales secret to share with you: Most prospects have objections around the same core categories: pricing, product fit, timing, and competitors. Knowing what prospects will raise concerns will make helping them through the decision-making process much easier.

4. Negotiating.

After you pass the hump of mitigating a prospect’s doubts, you’ll enter the negotiation phase. This is when details like pricing, contract terms, and other specifics of your deal get ironed out. Expect to do a lot of back-and-forth during this stage. You’ll also need to lean on your strategic thinking and engagement skills to ensure a win-win outcome for both the customer and your company.

Robust negotiation skills take time to develop, so don’t rush it. Seriously. And if it’s any consolation, just know this: Once you hone them, you’ll secure better deal terms and long-term client relationships in no time.

5. Closing Deals.

At this final point in the sales process, you have one last job: Convert leads into paying, loyal customers. Closing a deal is, without a doubt, the most important (and tedious) aspect of the sales process, so it warrants doing some last-minute housekeeping tasks, such as:

  • Finalizing paperwork
  • Getting approval from decision-makers
  • Ensuring your customers are happy with their purchase
  • Answering any final questions your customer may have about the deal

Oh, and one last thing: This portion of the sales process will require you to complete it as quickly as possible. Don’t feel bad about applying pressure to close a deal at this stage. Spearhead those necessary follow-up meetings or additional communication! Most customers appreciate this. Additionally, a successful sales rep always does their best to close strong. A well-executed close can lead to repeat business and referrals.

Unfortunately, mastering the sales process doesn’t happen overnight (even when you really want it to). It takes time, practice, and planting seeds early on to get it right.

Sales Representative Requirements

If you’re officially sold on becoming a sales rep, that’s fantastic news. But you should know that the excitement and potential of a life in sales also comes with a bit of a trade-off … you’ve got to commit to checking off some boxes. Want to know something reassuring, though? You may have more of them taken care of than you think.

Before you enter the big wide sales world, I’ve compiled a list of everything you’ll need to fulfill to go from aspiring sales rep to qualified sales role candidate. Check it out below:

hubspot-branded graphic listing all the requirements a sales representative should have

1. An aspiring sales representative should have some form of education.

While many sales roles don’t require a specific degree, having some form of education attached to your resume is a plus. Whether your credentials be a high school diploma or bachelor’s degree in a specific career field (for sales, it’s typical to have a bachelor’s degree in business, marketing, communications, or finance), whichever proof of education you possess, it can serve as a firm foundation for your career.

And if you don’t have a formal degree, that’s totally okay. Don’t sweat it. Just be sure to supplement that experience with something else: mentorship, additional learning opportunities (i.e., courses/classes, micro-internships, externships, etc.), or whatever has helped you fruitfully gain sales knowledge.

If my encouragement wasn’t affirming enough, just keep this fact in mind: Employers care about how you’ve sought growth opportunities as much as they care about your education and where you got it from.

2. An aspiring sales representative should have a combination of soft and technical skills.

As much as I’d love to tell you that a sales job is about talking, I don’t believe in lying.

Unfortunately, a successful sales career doesn’t solely depend on how much you can gab. You’ve got to balance both soft skills (i.e., time management, active listening, etc.) and “hard” ones (i.e., knowledge of sales methodologies, ability to complete market research, etc.) to make it in this role.

If you’re wondering why, here’s your answer: The combination of these skills separates top-performing reps from those who struggle to close deals.

But don’t get too caught up on that right now. Later on, I’ll revisit this topic and go more in-depth into desired core competencies. I’m here to help you thrive, not overthink.

3. An aspiring sales representative should have some sales experience (don’t take this too literally … just stay with me).

Say it with me now: You don’t need years of sales experience to land your first sales role.

Tons of high-performing sales reps didn’t start in the corporate sales space. And, being candid, many of ‘em started just like the rest of us: working in retail, customer service, even in the non-profit space. No matter where you spent the first couple of years building your work experience, you likely spent that time doing all the things you’d be doing as a sales professional.

If you’ve ever had to convince someone or bargain for something, congratulations — you’ve already got the chops for sales under your belt.

4. An aspiring sales representative should have licenses and certifications (if applicable).

Some sales roles, especially in real estate, finance, and medical sales, require specific licenses or certifications. There’s no saying which ones you should be getting over others, but to help you filter through your options, I’ve researched several of the most popular ones for your consideration. Take a moment to explore — and maybe sign up for — them below:

5. An aspiring sales representative should have a strong understanding of the sales process.

While you wait to hear back about any potential sales roles you’ve applied to, there’s only one thing you should be doing to prepare for an interview: Do all the research on the sales process.

Knowing the ins and outs of the sales funnel, how to prospect, what lead qualification looks like, along with any other sales timeline stuff, will help you feel like you’re in familiar waters once you start your job.

So, if you find yourself in the middle of a free moment (or hour), use the time to read up on industry best practices, consume sales content (The Pipeline newsletter is one of my faves), and, if possible, spend time connecting with experienced reps who can share real-world insights. Preparation can go a long way in making you primed for success.

Sales Representative Skills

Remember that blend of soft and technical skills that I mentioned earlier? Well, if you thought it wasn’t that important for your sales career, you slightly underestimated just how essential they really are.

In this section, I’ll give you a bit more context into what developing these skills will mean for the trajectory of your sales career. I’ve even researched how they’ll separate you from other emerging sales folks. Scope out what I found below:

hubspot-branded graphic listing all the requirements a sales representative should have

1. Familiarity with sales methodologies.

As I previously stated, working in sales isn’t solely about having a great personality or being a decent conversationalist. It’s about understanding and applying structured selling techniques.

Familiarity with popular sales methodologiesSPIN Selling, Challenger Sales, Sandler Selling, or Solution Selling — can help you build stronger relationships with prospects and close deals more effectively. The best sales reps don’t rely on guesswork; they follow proven frameworks to guide conversations, handle objections, and tailor their pitches to customer needs.

2. Experience with CRMs.

Customer Relationship Management (CRM) software is the backbone of any modern sales team.

Whether it’s HubSpot’s Sales Hub or some other CRM, knowing how to track leads, manage pipelines, and analyze sales data will transform how you sell. Many employers look for CRM proficiency when hiring, so being comfortable with these tools will make you a more attractive candidate.

3. Adaptability.

What worked last year in the sales industry might not work today. Welcome to the reality of modern selling.

Whether it’s adjusting to changing buyer behaviors, new industry trends, or evolving sales technology, the best sales reps know how to pivot and experiment with new strategies. Being adaptable also means:

  • Staying open to feedback
  • Learning from both wins and losses
  • Continuously refining your approach to match what works best for your target audience

4. Comfort with data analysis.

Gone are the days when sales were purely about gut instinct. Today, successful reps use data to drive their decisions.

Tracking conversion rates, identifying top-performing outreach strategies, analyzing customer behavior … you name it, a sales rep is likely doing it to sell smarter, not harder.

Understanding KPIs like lead-to-close ratio, sales cycle length, and customer acquisition cost (CAC) will allow you to optimize your efforts and improve performance over time.

5. Persuasive communication.

At its core, sales is about influence. Clearly articulating value, handling objections, and building trust with your prospects can (and will) make or break your success.

Persuasive communication isn’t just about talking more. It’s about listening, asking the right questions, and tailoring your message to what truly matters to your prospect.

Sales Representative Salary and Pay

Up to this point, I’ve talked a lot about what you’ve got to bring to the table to become a sales rep. However, it’s finally time to switch gears and give you some insight into what you can expect after landing your dream sales position.

According to Payscale, the average base salary for business development representatives (BDRs) is about $53,000. That said, I already know what you’re thinking: In today’s economy, a $53,000 salary isn’t the most appealing. But before you write off the role entirely, here are a few things you should keep in mind about earning potential in sales:

a screenshot of average base salary information for a business development representative in 2025 from Payscale

Source

  • Like every other job, what you get paid as a BDR/sales representative is determined by where you live and how much knowledge, skills, and experience you have
  • BDRs/sales representatives are likely to receive bonuses and commissions on deals (sometimes, vested bonuses are integrated into BDR/sales rep roles)
  • BDR roles are high-growth roles (meaning that there’s tons of potential for folks to get promoted very quickly)

To help you better gauge what the sales representative job landscape currently looks like, have a peek below at the various job listings I found from real-life employers.

There’s a ton to learn from these postings, not just about what you’ll do but how much you’ll get paid for it:

1. Business Development Representative at Adobe

 a screenshot of a business development representative job listing posted by adobe

Source

Adobe posted this Business Development Representative job. The pay range for this position is $70,200 – $112,900. This role emphasizes the following responsibilities and qualifications:

  • Collaborating with Adobe’s Marketing teams to improve demand-generation strategies
  • Performing prospecting and qualifying activities to hit and exceed performance goals
  • Previous experience at an Enterprise SaaS (B2B) business
  • Excellent communication skills (specifically written and verbal)
  • Experience using a CRM

2. Outbound Business Development Representative at HubSpot

 a screenshot of an outbound business development representative job listing posted by hubspot

Source

HubSpot posted this Outbound Business Development Representative job. The base salary for this position is $49,910 (with an on-target commission of $21,090). This role emphasizes the following responsibilities and qualifications:

  • Making daily cold calls and emails
  • Qualifying outbound-sourced leads based on criteria and scheduling qualified leads for follow-up discovery meetings
  • Conducting high-volume outbound prospecting activities through cold calling, email outreach, and social media scouting
  • Experience with/willingness to learn HubSpot Sales Hub, LinkedIn Sales Navigator, and other sales tools
  • Previous successful sales or BDR experience OR have a strong desire to begin a sales career path as a BDR if new to sales

3. Business Development Representative at Impact.com

a screenshot of a business development representative job listing posted by impact.com

Source

Impact.com posted this Business Development Representative job. The base salary for this position is $76,500 (with on-target commission earnings included). This role emphasizes the following responsibilities and qualifications:

  • Educating and qualifying prospects about Impact.com’s technology
  • Participating in team meetings and networking efforts
  • Tracking and managing prospects as they go through the sales process
  • Must have a bachelor’s degree or equivalent experience
  • Experience in any customer-facing service industry (retail, telesales, etc.)
  • Hungry, humble, smart, and passionate about marketing and technology

4. Sales Development Representative at Webflow

a screenshot of a sales development representative job listing posted by webflow

Source

This Sales Development Representative job was posted by Webflow. The base salary for this position is $90,300 (with on-target commission earnings included). This role emphasizes the following responsibilities, experience, and qualifications:

  • 1+ years of sales experience minimum (ideally in a SaaS company)
  • Comfortable learning CRM and other Sales engagement platforms
  • Establishing rapport with all levels of buyers, including senior executives
  • Working cross-functionally with partners (like Marketing & Ops) to iterate processes and ideas for successful lead-generation campaigns
  • Evaluating and improving Webflow’s sales processes with an emphasis on building to-scale

How to Become a Sales Representative

Becoming a sales representative is part seeking out the right roles, part self-investment.

While scouring the internet for your next sales role, you should also plan to do some personal development. If you identify as a budding sales rep, scan through some of my proactive recommendations for getting prepped for industry expectations:

a screenshot of a hubspot-branded graphic detailing how to become a sales representative

1. Challenge yourself to read (or listen to) some sales books.

Sometimes, returning to the basics means getting the best perspective on what works. Reading books is a super valuable way for ambitious sales professionals to get wisdom from seasoned sales pros without hunting high and low for expert advice.

Many sales books are available on various topics, from developing an entrepreneurial mindset to the psychological and behavioral aspects that affect sales success. Pick what best suits your needs, then read to learn from experienced professionals how to grow your skills and leverage your already-learned ones.

If you’re unsure of what books to buy, here are a few to start with (from my bookshelf to yours):

2. Get inbound sales certified. Seriously.

I tapped Kyle Jepson, former Senior Professor (and current Principal Marketer) for HubSpot Academy, to get his opinion on how far an inbound sales certification can genuinely take the up-and-coming salesperson. You’ll find his answer rather eye-opening, particularly if you’re looking for ways to grow your sales expertise fast.

The Inbound Sales Certification is designed specifically for new sales reps. It gives actionable tips and strategies that salespeople can implement on their next call or in their next meeting, regardless of what industry they’re in,” Kyle told me.

Other sales training programs, whether entirely online, on-site, or hybrid, are also worth considering; that way, when you find one that piques your interest, you can best incorporate time for learning into your schedule.

3. Find out if you can take introductory courses near you.

If you’re hoping for a more traditional sales training program, take introductory sales courses at your local university or community college.

Many educational institutions offer business classes in sales development. If you can find a class to take, I guarantee that, along with getting a foundational education in sales, you’ll learn from experienced professionals and can begin expanding your sales network.

4. Build a sales network.

Working in sales is different from virtually any other profession; if you’ve ever been a sales rep before, you already know that you’ll feel the difference before you realize how fast-paced it is.

As you ease into the adjustment of being a sales rep at a new company (even if you’ve done it before), utilize every opportunity to seek out more established sales folks. Why? Well, for two reasons: 1) to understand how their positions work and 2) to get well-informed advice on the skills you should develop to be successful.

This means doing some serious social media scouring. Bri has done this herself as well. “I think it really starts with following people on LinkedIn that you admire. Once I started engaging with sales and marketing leaders on there, LinkedIn recommended other people to connect with,” she said. “The key to building a sales network is to post on LinkedIn frequently, share relevant content, and, [once you’ve built a community], connect the people you meet to others who can help them.”

Additionally, if you’ve already done the work to get your sales certifications or take university courses, talk to your instructors. Ask them if they have specific folks they think would be beneficial to chat with, then simply send them a note on LinkedIn. It doesn’t have to be complicated or scary.

Pro Tip: Want to start seeing salesfolks on your LinkedIn but don’t know where to start? Here’s a list — perfectly curated by moi, of course — of sales professionals posting helpful content on LinkedIn. Feel free to stalk as you see fit:

How to Become an Independent Sales Representative

You may want to pursue independent sales once you’ve gained adequate sales experience.

As this section title suggests, an independent sales rep works for a company but is independently in charge of its operations (marketing, customer service, bookkeeping, etc.) and business practices. Independent reps sometimes contract for multiple companies at once. Kinda dope, right?

There are two critical factors for becoming an independent sales rep; they’re as follows:

  • Having sales experience, preferably in-house. It’ll be challenging to succeed in the role if you don’t understand how the sales process works, so developing solid selling experience is essential before embarking on a more independent journey.
  • Being comfortable working for yourself and able to work for yourself. This means that you don’t struggle if there isn’t anyone standing over your shoulder monitoring your progress because you can monitor your progress and get your work done. It’s important to note that you still have to report back to the business you work for; they’re just not likely to monitor your everyday progress.

Pro Tip: Having in-house sales experience opens doors to new opportunities. It’ll help you develop a network of contacts and relationships that can help you when you start working independently, whether by introducing you to potential clients or giving you credibility within the sales industry.

Still, there’s more to the story. Becoming an independent sales rep isn’t just about having experience — it’s about knowing what you need to handle the responsibilities of working for yourself. All of this said, here’s what it takes to thrive as an independent sales rep:

1. Start with your goals.

If you’re learning to sell, start from the very end and work backward. Knowing your goals and measuring your performance against them (more on that later) is the best way to lay a foundation for success. You can anchor yourself in this reflection process by asking yourself questions like …

  • How many customers do you or your company need, and in what time?
  • How many leads do you need to close that many customers?
  • How many connections do you need to generate that many opportunities?

Once you’re done, multiply your customer goal by the average sale price of your company’s product to get the revenue you should aim for.

Make sure you set personal sales goals as well. You can always tell when a salesperson is in the top 2% of their organization. They command attention, work at their craft, provide a consistent experience, and execute. These behaviors and actions typically precede results.

Aim to be in the top 2 percent of your organization. It won’t happen tomorrow and it won’t be easy, but always strive for the top.

2. Recognize that sales is a process.

Sales is not an art. It is a science and a technology that is changing rapidly, but simultaneously, it has a standard formula that will always be the same. To get customers, you’ll have to establish their needs and interest in your product, address inertia in their business, and determine a timeline to sell.

However, here’s the caveat for your consideration: How your company (and every company, honestly) moves through the sales funnel will be unique. You have to understand that every business has its playbook for a reason.

Before you get on the phone with a prospect, sit down with your managers and get all the information needed to thoroughly understand your company’s process. By doing so, you’ll learn the following (and then some):

  • How to position your product
  • Strategies for speaking with prospects
  • Understanding your key value propositions
  • Discovering what your ideal customer looks like

Pro Tip: Pete Caputa, CEO of Databox and former VP of Sales at HubSpot, and Harvard Business School professor and former HubSpot CRO, Mark Roberge, are some of the most successful sales executives (and scientists) I know of. They’re scientists and excel at making the classic sales process scalable. Follow them both on LinkedIn, pay attention to their content, and get as much as possible from engaging with any insights they share.

3. Identify business pains.

You must identify and distinguish your prospects’ business pain points from their run-of-the-mill business problems. If a step of their process is a slight annoyance, who cares?

Pain isn’t getting a cut on your arm. Pain is your leg falling off. Real business pain is discussed daily in the executive office and the boardroom. Someone has probably set aside a budget to solve it. If it’s a critical factor to their business’ success, you’ve discovered a real business pain.

Still, even after addressing their pain points, proposing a solution, and closing a deal, your relationship doesn’t end after the sale — you’re required to live up to your promise. Prepare your prospects for the transition to your product and give them all the help they need, and you’ll have a happy customer on your hands.

4. Measure every step.

Anything worth doing is worth measuring, and anything that can be measured can be improved.

Remember when you set your goals? Be fanatical about measuring your performance against them. At the rate you’re selling today, will you hit your numbers by the end of the month? Are your closing strategies converting prospects to customers? If not, change something up.

Don’t wait until it’s too late to reach your numbers this month. If you measure everything you do, you can solve problems as they arise. And these days, there are boatloads of coaching resources to help you through this.

A simple Google search for an area you’re struggling with will return a massive amount of material that can help you. Your managers will also be happy to help you, especially if you ask for assistance before it’s too late.

5. Sell to the right people.

This principle is at the heart of the inbound sales methodology.

Instead of trying to convince everyone to buy your product, focus on prospects who actually need what you’re selling. When (or if) you become an independent sales representative, your time will be incredibly valuable, so targeting the right audience will ensure that your efforts yield higher conversion rates and long-term customer relationships.

Pro Tip: Here are my suggestions for finding the correct folks to sell to:

6. Embrace team selling.

When starting in sales, you want to make a name for yourself. Many reps think the fastest way to do this is by blowing away the competition alone. That approach can be isolating, and you miss out on a lot.

For example, if you’re unsuccessfully trying to speak with the CEO of a large company, ask a sales leader if they can get you in the door by leveraging their seniority and making that first call. This collaborative approach doesn’t just help. It strengthens your chances of closing deals.

No matter their experience level, modern reps should embrace team selling; Bri agrees, too.

“Looping in another team member that you think would help you sell because they just closed a big deal, bringing in a [sales specialization partner] … even reaching out to people on Slack is what has constantly built up my knowledge as a sales rep,” she told me.

In light of Bri’s honesty, here’s my advice: Don’t be afraid to utilize your team’s expertise to close more deals. It’s not cheating; it’s maximizing your resources. You’ll learn valuable skills and blow your quota out of the water.

8. Shadow your peers.

Along those same lines, you can learn a lot about excelling in sales by listening to the best — your peers and teammates alongside you.

Take some time each week — or each month — to listen to how your teammates conduct successful sales calls. Whether you’re listening live or listening to recordings, you can pick up phrases, rapport-building techniques, and closing strategies that you can personalize your calls.

9. Find a mentor.

Checking in with peers to hone your selling skills and day-to-day workflows is valuable. But pairing with a mentor who can impart wisdom, help you plan and grow your career, and guide you through challenges is likely the most advantageous thing you can do. This person should help you visualize where you see yourself one, five, or even ten years later.

That said, be sure to identify a mentor who:

  • Has found measurable success in the career you aspire to be in
  • Has accomplished specific achievements or milestones you admire
  • Has relevant experience that applies to your career path

Once you’ve identified someone with the experience and availability to be your mentor, don’t be a scaredy cat. Set up monthly or quarterly meetings with them to discuss how you anticipate spending that time so you can walk away with mutual value and new knowledge.

10. Build a personal development plan.

Every salesperson has strengths and weaknesses. As an independent sales rep, you must constantly re-evaluate your strengths and skills. This starts with pinpointing areas of the sales process that you do well, such as building rapport or asking good questions, and keeping tabs on how you refine them.

When you start, you are unconsciously incompetent – you don’t know what you don’t know. Then, over time, you become consciously incompetent – you do know what you don’t know, and you can make a plan to continue learning and filling in skill gaps. From there, finally, you become consciously competent — you have the qualities you need to do the job well.

I suggest assessing your new skills and creating a personal development plan (PDP) to facilitate this process. This can be a simple document that defines the two to three things per month that you want to work on to improve your skills.

You should aim to revisit this document with your manager or mentor regularly to ensure you’re on track with your learning.

11. Start a film club.

Professional athletes watch many films and footage of their performances. Salespeople can benefit from the same approach.

I recommend that new salespeople build a film club to accommodate different learning styles, with a handful of their peers trying to improve their skills. Here’s how a sales film club can work:

  • Set aside an hour, and have one person bring a recorded call and a standard evaluation template
  • Have the group listen to the call and note what they hear
  • Beginning with the person who recorded the call, have participants provide feedback on what worked and what could be improved

This group dynamic helps new salespeople work together to reduce their anxiety and learn to improve their sales skills in a safe environment.

Take a Chance on a Career in Sales

Taking a chance on a career in sales might feel like a big leap, but if you’re willing to put in the effort, it can be one of the most rewarding decisions you’ll ever make. And while it can be demanding, the payoff — both financially and personally — makes it worth the hustle.

Over time, you’ll develop skills that aren’t just valuable in sales. You can take whatever expertise you nurture to other industries, opening doors to leadership roles, entrepreneurship, and beyond.

If you’ve been hesitant about becoming a sales rep, consider this your sign to go for it. Take the first step, invest in your development, and embrace the learning curve. Your next deal might just be selling yourself on a lifetime career.

Editor’s note: This post was originally published in May 2015 and has been updated for comprehensiveness.

Entrepreneurship Trends That Will Change the Business of Building Businesses in 2025 [Expert & Data-Backed Predictions]

When I started my freelance writing business, I had no idea what I was doing. I had already been writing as a salaried employee, so I knew about the craft itself. But when it came to the ins and outs of business — like filing my tax return (cry!), negotiating rates, and signing contracts — it was a massive learning curve.

If you’re an entrepreneur, you already know that from the offerings (the doing) to the everyday operations (what we do to get the doing done), the learning never ends. And if you’re curious about entrepreneurship, let me manage your expectations: seriously, the learning never ends.

Part of this constant learning curve involves the precarious business balancing act. You know it, I know it … One foot rooted in the present and the other dangling in the future, attempting, at least, to predict what happens next.

On the latter, I‘m here to save you time and stress. I’ve scoured through a bunch of data and gained insights from fellow entrepreneurs to forecast 10 trends in entrepreneurship for 2025. So grab your beverage of choice, sit back, relax, and keep reading to discover:

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Table of Contents

Essential Entrepreneurship Trends to Know in 2025

essential entrepreneurship trends to know in 2025

Let’s get straight into it with 10 data-backed and expert-led entrepreneurship trends you can expect to see in 2025.

1. The adoption of AI will continue.

If I‘ve said it once, I’ve said it a thousand times: Regardless of how you feel about the tech, the AI genie isn’t going back in the bottle. In fact, the adoption of artificial intelligence in business is only on the rise.

For example, HubSpot’s latest AI Trends for Sales data shows that AI adoption in sales surged from 24% in 2023 to 43% this year. Meanwhile, HubSpot’s 2024 AI Trends for Marketers finds that 48% of marketing leaders have invested in AI tools for their teams.

Still not convinced? Looking at HubSpot’s State of AI in Customer Service survey data: “84% of respondents say AI/automation tools will be instrumental in helping them meet customer service expectations.”

Expert Insights

trends in entrepreneurship, roland jakob insight

Roland Jakob is an entrepreneur, executive leadership coach, and managing partner at BlazeKin.Media. Jakob has spent over 15 years helping top brands like Coca-Cola, IKEA, and Starbucks form impactful partnerships with creative talent. Jakob also believes that AI and automation will be unavoidable in 2025.

“I think that companies holding out on these tools will struggle to stay competitive,” says Jakob. “From what I’ve seen, even smaller startups are finding ways to integrate AI to handle repetitive tasks or personalize customer experiences, allowing founders to focus on bigger-picture goals.”

But what’s driving this uptake? Jakob believes “AI is becoming a core component, especially as efficiency and cost-saving measures take priority in a tight economy.”

My Takeaway

If you‘ve read my previous scribblings about AI, you’ll know I‘m “skeptically optimistic” about the tech. Simply put, I remain skeptical about many AI use cases. I will never say AI can do things well that it just can’t. I’m a strident advocate for human oversight. And I don’t believe AI will replace the necessity for a human workforce anytime soon.

That said, I see the value of artificial intelligence when it‘s integrated thoughtfully. Therefore, I’m not surprised more folks will want to discover how AI might work for them in 2025.

Pro tip: Need some inspiration? Check out my previous piece about AI business integration to see how the experts make new tech work for them.

2. But, we’ll shift from AI experimentation to full-scale implementation.

Looking at customer service as a use case, AI has gone beyond automating basic tasks to more advanced implementation across systems and processes. Now, nearly 80% of service leaders believe AI will be able to resolve the majority of tickets without a customer service rep by 2025.

For some much-needed balance, only 34% believe AI will completely replace the human workforce. As for me, I’ve interviewed multiple customer service experts about AI in the last few years, and I believe it will save your agents time, but it won’t replace them.

Expert Insights

Jake Munday, CEO and co-founder of Custom Neon, a global manufacturer and retailer of custom-designed LED neon lights and signs, shares their thoughts about this trend.

“In 2025, we’re going to see a genuine shift from experimentation with AI to full-scale implementation, driving the evolution of the truly intelligent enterprise,” says Munday.

According to Munday, many businesses have already dabbled and moved beyond proof-of-concept projects and started integrating AI into core business operations with real, measurable results.

Munday explains that this trend will accelerate across the board because those reluctant to use AI are now realizing the tangible benefits, particularly when it comes to streamlining processes and enhancing customer experiences.

He adds, “It’s a case of innovating or stagnating with AI.”

My Takeaway

As I said above (broken record alert!), we know AI isn‘t going anywhere. And even if you haven’t adopted the tech into your systems and processes, a bunch of folks already have.

That’s not to say there was anything inherently wrong with not jumping aboard the AI train in the first few years. Honestly, where others have gone full steam ahead — not always with a happy ending — I think there’s been a strong case for showing some restraint …

Kind of like how some primates will watch other members of their group eat new types of berries first. Why? They want to make sure nothing goes terribly wrong before they gobble novel food that could be poisonous.

Either way, we can all benefit from any learnings during the experimentation phase and move toward implementation more confidently. But even now, I think we still need to experiment carefully and implement gradually.

3. As a result, the demand for data security and transparency will increase.

Immuta’s AI Security & Governance Report surveyed 700+ data experts from around the globe, and 80% agree that “AI is making data security more challenging.”

A significant risk raised by 52% of those surveyed was the chance of AI attacks via threat actors. Furthermore, 57% of data experts have experienced increased AI-driven attacks in the last year.

When it comes to data privacy, Immuta’s report finds that 55% of experts are concerned about large language models (LLMs) accidentally leaking sensitive data. And more than 50% think user prompts could expose sensitive information via LLMs. Beyond the cold-hard stats, consumers are more aware of security and privacy issues than ever.

Expert Insights

trends in entrepreneurship, steven castellano insight

Steven Castellano, CEO of eBallot, an online platform specializing in secure voting and decision-making solutions, expands on the above. “In 2025, I see two trends that’ll shape how entrepreneurs operate, and both come down to building real connections and trust,” says Castellano.

First, Castellano says, trust-first business models will take center stage.

“Running eBallot, I‘ve seen the demand for transparency and security skyrocket. People want to know exactly where their data goes, who’s handling it, and how companies are keeping it safe,” Castellano says.

Castellano warns that it‘s not just lip service anymore; clients ask pointed questions, and they want real answers. “I think businesses that don’t put transparency front and center will lose their edge. Trust has become something you earn daily, not just once.”

My Takeaway

I recently penned a piece about AI data protection. There was a common theme among the experts I interviewed: With all the benefits of this tech, one of the most significant downsides is the risk AI poses to data protection and cybersecurity.

But here’s where it gets even more interesting. Many of the same folks I interviewed felt that the best solution to bad AI in this regard was good AI.

An example of ‘good AI’ would be using the tech to simulate potential cyber-attacks (aka ‘bad AI’) and attacker’s behavior. That way, you can head these bad-faith actors off at the pass before they cause serious harm to your business.

4. And, we’ll see the rise of AI governance platforms.

If Immuta‘s AI Security & Governance Report findings (above) weren’t enough to convince you about the need for AI governance, allow Informatica’s annual survey of global data leaders to drive the point home.

Aside from the issues with data security and privacy cited in the previous trend, around 40% of data leaders find the increasing volume and variety of data to be a significant blocker in executing their data strategy.

The result? A behemoth, 100% of global data leaders planned to invest in data management capabilities in 2024.

Expert Insights

Sandeep Kashyap, the chief executive officer of project management software ProofHub, agrees that the rise of AI governance platforms will be an important trend in entrepreneurship in 2025. “As AI becomes more integral to our processes, we need systems to monitor its impact on ethical and safety standards,” says Kashyap.

Kashyap notes that these governance platforms will be crucial for IT leaders, helping ensure that AI innovations are fair, transparent, and accountable.

“The growing emphasis on responsible AI usage — particularly in areas like fraud detection and decision-making in finance — reflects a strong commitment to building trust in technology,” Kashyap says.

Kashyap believes that AI adoption will likely come with established standards for entrepreneurs, opening up opportunities for businesses that prioritize responsible, transparent tech use.

My Takeaway

AI governance is the processes, guidelines, and mechanisms you put in place to make sure AI tools and systems are safe and ethical and don’t break any international data laws. Without a governance platform, managing all of this soon gets complex.

I don’t want to be biased here because there are plenty of great AI data governance platforms, but my go-to is Secoda. Secoda is a data warehouse and AI/LLM integration for data governance, lineage, and compliance.

I tested it out in my piece about AI tools for businesses, and I’ve been a massive fan ever since. I highly recommend this platform if you need a no-code solution to wrangle your ever-growing data bank.

5. A balance between digital efficiency and personal connection will also be required.

Trends one through four make it clear entrepreneurs will continue to integrate AI into their businesses. However, business use aside, how does the general public feel about the tech? According to YouGov’s study of 6+ million Americans, 37% are “AI optimists.” Meanwhile, 29% are “AI ignorant,” and 34% are “AI abstainers.”

When the rubber hits the road, over 60% of the U.S. population consciously chooses to avoid AI or is entirely ignorant of it. Yikes! Whether you’re trying to encourage everyday folks to use your AI tool or want them to feel confident about how or why you use artificial intelligence within your business, you must bridge the gap between that 29% and 60%.

Expert Insights

trends in entrepreneurship, steven castellano insight

Steven Castellano, CEO of eBallot, who shared their first trend prediction earlier, thinks entrepreneurs can achieve this by retaining the human touch and encouraging personal connection. “The second trend I see is a move toward hybrid business models that blend digital efficiency with personal connection,” says Castellano.

“We’ve seen how much people miss human interaction, even in digital services like ours. I believe the brands that manage to keep a human touch, even in a high-tech world, will be the ones people stick with,” Castellano says.

He adds: “It’s funny — in a world where everything’s AI-based and automated, people want the reassurance of real, tangible connections. In 2025, entrepreneurs who can find that balance — between being digitally seamless and genuinely personal — will be the ones that thrive.”

My Takeaway

At this point, I‘ve interviewed enough AI integrators and experts across multiple niches to shout this from the rooftops … AI cannot replace the human touch. That’s especially true in any area that involves customer interaction, like customer service or sales. So, this trend prediction really resonates with me!

6. Leading to a shift towards greater customer personalization.

A 2024 HubSpot Blog Survey of 422 U.S.-based B2B professionals emphasizes the need for personalization.

Looking at the data, nearly 75% of customers say personalized information tailored to their specific needs/goals is critical to making a B2B purchase decision. Segment’s State of Personalization Report 2024 shows similar findings, with 56% of consumers more likely to make a repeat purchase after a personalized shopping experience.

Given this, it’s no surprise that 77% of marketers already using AI say it assists them to produce more personalized content. Further, HubSpot‘s 2024 AI Trends for Sales data suggests more salespeople are using AI to personalize outreach and close more deals. I can’t see this drive toward customer personalization slowing down anytime soon.

Expert Insights

trends in entrepreneurship, clooney wang insight

TrackingMore Founder and CEO Clooney Wang speaks to this trend. “The biggest trend in the B2B SaaS industry in 2025 will be AI-driven personalization at scale,” says Wang.

He adds, “As an entrepreneur and founder in this industry, I’m looking forward to how this trend will transform SaaS platforms and make them more engaging for customers. I expect nearly all SaaS platforms to integrate some form of AI personalization in 2025.”

Wang warns that this will be the only viable way of gaining and retaining customers. Adding, “Beyond marketing, I foresee advanced personalization extending to individual experiences.”

My Takeaway

The verdict is out — in a tech-driven world, your customers still want the human touch. The answer? Highly personalized customer experiences. Here’s what I will say, though: even if you use AI to help you facilitate this, leave your humans at the helm.

I also agree with Clooney Wang’s assertions that founders and developers in B2B SaaS will want to integrate more learning algorithms into their platforms “to improve customer experience across aspects like email, product and feature recommendations, and in-app guidance.”

7. We’ll see the democratization of entrepreneurship continue.

The Department of the Treasury finds that “the United States is averaging 430,000 new business applications per month in 2024.” For context, that’s 50% more than in 2019. Further, “entrepreneurs are also growing more diverse,” with 43% of self-employed Americans being female — the highest percentage yet.

The above data would suggest that more folks — at least in the U.S. — are flocking toward entrepreneurship.

Expert Insights

Gauri Manglik, CEO and co-founder of Instrumentl, shares why she expects this trend to continue into 2025.

“Having founded multiple startups over the past two decades, I’ve seen many entrepreneurship trends come and go,” says Manglik. “Looking ahead to 2025, I believe one of the biggest trends will be the democratization of entrepreneurship.”

She explains that tools and resources that used to only be accessible to those with connections or in Silicon Valley hubs will become available to anyone around the world with an internet connection. Manglik believes this will lead to “an explosion of innovation from unexpected places as people everywhere are empowered to turn their ideas into reality.”

She adds, “I envision a much more diverse and distributed entrepreneurial ecosystem by 2025, unlocking fresh thinking to tackle global challenges. The barriers to launching and scaling a startup will be lower than ever, putting entrepreneurship within reach for people of all backgrounds. It’s an exciting future I can’t wait to be a part of!”

My Takeaway

As a business owner myself, I am so here for this trend. That said, entrepreneurship can be a wild ride. So, if you‘re thinking about it, please know that it’s not always glitz and glam like the gazillionaire social media influencers make it out to be.

Yes, the flexibility and freedom of entrepreneurship are near-unbeatable perks, in my humble opinion. However, the pros aside, the cons will ask you to go to your edge — and beyond it.

8. But, financial resilience must be front and center.

As I mentioned in trend number seven, the ups of entrepreneurship are exhilarating. Still, the downs can require extreme grit, determination, and resilience. The financial aspect of running a business is one area that often requires those strengths in abundance. You need only look to the pandemic years to see how unforeseeable events can take a business to its financial edge.

As for 2024 and beyond, inflation is one of the most pressing issues for businesses in the here and now. Statista’s monthly U.S. inflation rate data cites a price increase of 2.4% from September 2023 to 2024 as per the 12-month percentage change in the consumer price index.

Statista’s projected annual U.S. inflation rate predicts that number will fall from 2.9% to 2% in 2025. However, the issue of rising business costs due to inflation is still set to dominate financial decisions for entrepreneurs.

Expert Insights

BlazeKin.Media Managing Partner Roland Jakob shares their thoughts.

“Financial resilience will also be front and center,” says Jakob. “As economic pressures like inflation persist, entrepreneurs who don’t build adaptability into their strategies will find it difficult to pivot quickly enough.”

According to Jakob, an agile approach to finances can make all the difference when unexpected hits occur.

He recommends “diversifying income sources, cutting back on high-risk investments, and holding reserves are all practical steps for weathering these market shifts.” He adds, “This adaptability isn’t a bonus; it’s survival in today’s environment.”

My Takeaway

In my experience, financial issues don’t always arise from a huge global crisis. Sometimes, they can happen based on unforeseen expenses or a client needing to end a retainer due to budget cuts.

It can be easier said than done — especially when you‘re just starting. But, I’d recommend always having some cash in the hopper for emergencies. And if you’re currently employed, you might be better off gradually dipping your toes into the entrepreneurship waters rather than leaving your job and diving straight in.

9. There’ll be an intense focus on values-driven businesses.

According to Stifel’s Sustainability Survey, 73% of Gen Z would pay more for products made by active/casual lifestyle apparel brands with leading sustainability practices. Plus, NielsenIQ (NIQ) data shows that when purchasing beauty products, Gen Z is “looking for products that are clean, have natural fragrances, and are cruelty-free.”

Given that NIQ research also predicts Gen Z’s spending power will grow to around $2.7 trillion in the next few years, their consumer preferences will likely impact how businesses operate. Aside from this, more and more Gen Z folks are following the entrepreneurial path. This means that their beliefs and values will increasingly shape how businesses are built.

Expert Insights

Roland Jakob agrees.

“Looking to 2025, I believe we’ll see an intense focus on values-driven businesses,” says Jakob. “More young entrepreneurs, many under 25, are motivated by a desire to positively impact their communities and the environment, which is shifting entrepreneurship from profit-focused to purpose-focused.”

He adds, “This is already driving change across industries. I’ve watched as more brands, big and small, now consider not only their financial outcomes but also how they impact the world. I expect this push for socially responsible business to be almost essential for success moving forward.”

My Takeaway

Whatever your priorities, I fully support building a business based on your values. That process doesn’t have to be issue-driven or even overly complex.

The way I built a values-driven business was to write down five values that are important to me. I then mapped out how those values might interact with a) the way I do business and b) who I do business with.

For example, integrity is one of my core values. Part of that means not taking on clients with a product or service, which I disagree with from an ethical standpoint. Has that approach lost me money over the years? Yeppers. Has it lost me sleep? No siree, Bob. (I like to remember that there are different forms of currency in life, and a good night’s sleep is one of them!)

10. Skills and experience will trump formal qualifications when hiring.

Frequent LinkedIn? Then, you‘ve likely seen the oft cringe-inducing posts about hiring for personality over experience and qualifications. While there can be some truth to this approach, I’m here to pitch something more practical. Granted, it’s not likely to reach the lofty heights of social influencer virality anytime soon.

My not-so-hot take: in 2025, skills and experience will typically matter more than formal qualifications.

In fact, Yolk Recruitment research finds that “47% of businesses now consider experience to be the most important factor they look for when hiring new talent.” Meanwhile, only 11% of businesses place the highest value on qualifications.

Expert Insights

Director of ProfileTree Ciaran Connolly, agrees. “The business economy will continue to value skills and experience over qualifications,” says Connolly.

“We have shifted our hiring practices, where expertise and personal skills often outweigh formal education. We are finding we need digital marketers with AI skills, something that is not readily available in the local market — hence, we have to upskill capable new hires,” says Connolly.

My Takeaway

As someone who has worked in recruitment and hired people in the past, I do see the benefits of a prospective candidate having formal qualifications. At a bare minimum, it shows a commitment to your profession.

That said, I‘m always much more interested in whether a candidate has the requisite skills and experience for the role. And if those skills come from someone being self-taught, that’s fine by me!

Trends in Entrepreneurship: My Final Thoughts

I‘m going all Jerry Springer on you — Jeh-ree! Jeh-ree! Jeh-ree! No, it’s not time to call security to break up an intense disagreement about AI. I’m just going to give you my final thoughts on the above trends in entrepreneurship.

Here’s the thing: It’s not impossible to predict potential future trends, but it is impossible to guarantee they come to fruition.

However, given that I‘ve seen more and more businesses adopt AI in the last year, I’m confident this will lead to trends three and four happening in 2025. As a quick refresher, these were a) seeing an increased demand for data security and transparency. And b), seeing the rise of AI governance platforms to help manage data and mitigate risk.

That said, trends come and go, but many of the foundations of entrepreneurship never go out of style. While it‘s important to keep an eye on upcoming trends to stay ahead of the curve — it’s more important to have the right foundations in place.

15 Brand Positioning Examples to Refine Your Branding Strategy

I’ve always been fascinated by how some brands have become so iconic that their names replace generic terms. Band-Aid instead of bandage, Kleenex instead of tissue — it’s the ultimate example of successful branding.

But how do you actually build a brand positioning strategy that sticks? I went straight to the experts to find out, and I’ll share their insights here. Plus, a practical framework to help you position your brand in your ideal market.

Free Resource: 10 Positioning Statement Templates [Download Now]

Below are the high-level topics I’ll cover, but don’t worry — I’ll still get into the weeds so you have a thorough understanding of how to position your brand.

Table of Contents

Denver Burke, head of insights and demand generation at Fuelius, says, “Today, a strong brand message is one of the few things that remains constant.”

He adds, “Acquiring new customers is crucial for any business, but building and retaining strong relationships with existing customers through your brand is what truly future-proofs your business.”

Effective brand positioning happens when your brand is perceived favorably, valuable, and credible to the consumer. The sum of those three becomes unique to your business, and your customers carve out a place for you in their minds.

This is important because being “different” from the competition isn’t enough to win in the market. Take it from brand positioning expert Will Barron at Salesman.org. “You only get the opportunity to position your brand when you’re doing something remarkable. Anything else, and it’s just comparison,” he said.

Why is brand positioning important?

Brand positioning allows a company to differentiate itself from competitors. This differentiation helps a business increase brand awareness, communicate value, and justify pricing — all impacting its bottom line.

And, you have a reputation whether you cultivate it or not, so you might as well create a brand positioning plan to help you control your reputation and brand image.

Jigar Thakker, chief business officer at INSIDEA, seconds this, as he told me that brand positioning is bridging the gap between what customers need and the unique solution you offer that fulfills them. He says that brand positioning “cements how your product or service stands out and ultimately wins over customers. It helps your target market identify your brand and understand why you’re the best choice and the leader in your market.”

But, not all brand positioning strategies are the same or have the same objective. Your positioning and messaging vary depending on the nature of your offering and industry.

[Video: Brand Positioning: Make Your Brand Stand Out (FREE Guide!)]

When you’re deciding how to position your brand in the marketplace, you have several options to choose from. Still, the most important recommendation I can give is this: tailor your brand positioning strategy to highlight your product’s competitive advantage and point out your competition’s shortcomings.

Below are a few popular positioning strategies to differentiate your brand in the market.

1. Customer Service Positioning Strategy

You’ve likely chosen a retailer or service provider for its exceptional customer service at some point.

Companies in industries known for poor support can stand out by emphasizing their friendliness, while those with complex products can attract customers by showcasing robust support. Great customer service also justifies higher prices — Apple, for instance, charges a premium but backs it with responsive, friendly support.

These service interactions are also an integral part of the flywheel. For example, an initially unhappy customer may become a promoter if they have a great service experience.

Be diligent with this strategy. If you advertise exceptional customer service but don’t deliver, you’ll invite bad reviews, callouts on social media, and even Better Business Bureau complaints.

HubSpot’s founder and CTO, Dharmesh Shah, uses this simple equation to explain customer delight and stay accountable for delivering the brand promise: Customer delight = experience – expectations.

Pro tip: Equip your team with the right customer service software to deliver on your promise.

2. Convenience-Based Positioning Strategy

A convenience-based positioning strategy focuses on why your product or service is easier to use or access than the competition’s. This could be about location, ease of use, wide accessibility, or multi-platform support.

Sometimes, convenience is all about design. For instance, Swiffer’s WetJet is marketed as a hassle-free alternative to traditional mops, thanks to its disposable pads. This positioning appeals to busy consumers and often justifies a higher price — Swiffer WetJets cost around $26, compared to $10 for an O-Cedar mop.

Burke agrees: “If you have a highly-priced product, it [a compelling brand story] helps to justify your pricing strategy by emphasizing the quality and value that your audience will receive. Not only will this provide reassurance to them, but it could increase your chances of being considered.”

But convenience comes with its challenges. In the B2B SaaS space, for instance, offering a product across multiple operating systems requires a robust, always-on development team to address bugs and other issues. Supporting that kind of convenience can quickly become expensive.

The last item I recommend checking is if your product is truly convenient. For example, while the WetJet is easy to use, needing frequent trips to the store for refills might frustrate customers. Offering features like automatic refill subscriptions could better meet their expectations and solidify your positioning.

3. Price-Based Positioning Strategy

A company uses a price-based position strategy to present its product or service as the most affordable option. When you position your product as the cheapest on the market, you can generate a large customer base because no one likes to spend more than they have to. Offering the lowest price is an easy way to get prospects to convert.

I have to note that this strategy comes with its share of risks and drawbacks — namely, giving prospects the impression of lower production quality.

You might also run into economic issues that can hinder your brand positioning over time — like Subway’s $5 footlong that couldn’t survive inflation. Price-based positioning can also initiate a price war, though that mainly applies to certain industries such as air travel.

4. Quality-Based Positioning Strategy

This strategy emphasizes a product’s quality — quality that often comes at a premium cost. This can be shown through exceptional craftsmanship, small-batch production, high-quality materials, and even sustainable practices that make it more expensive to produce. You can show the quality of service through evidence of exceptional end results, high ROI, and glowing customer testimonials.

Budget-conscious shoppers may bypass your brand in favor of a cheaper alternative. So, I recommend looking at your buyer personas: your target customers’ income and shopping habits determine whether emphasizing quality (with a higher premium) is the right approach for your brand.

5. Differentiation Strategy

A differentiation positioning strategy relies on a product’s uniqueness or innovative qualities in comparison to the traditional competition. Tesla is a great example.

Before the Tesla vehicles existed, there wasn’t an attractive, fully electric vehicle available for purchase. Now, it’s one of the leading tech companies in the self-driving car and AI robots space.

If you implement this strategy, consumers who value innovation will be attracted to your brand and product. The one potential limitation is that the public could be discouraged by the lack of history of use. If your product is completely new, I recommend providing the research and testing that went into its creation. Often, innovation-driven consumers like to know how the new technology or product works.

6. Social Media Positioning Strategy

Kevin D’Arcy, CEO at ThinkFuel, sums up the power of digital storytelling: “Through immersive websites, interactive ads, and social media narratives, brands can create a participatory experience that captivates the audience. This approach allows consumers to become co-creators of the brand story, offering them a personal stake in its success.”

Social media positioning stands out because it’s tied to the channels you use — not just your messaging. The platforms you choose (or skip) send a message about your brand just as much as your content does.

You don’t need to be everywhere. Simply focus on channels your target market uses the most. Ask yourself:

  • Where does your target audience spend their time?
  • Where do they spend their money?
  • Where do they go for advice or information?

Sometimes, all three align on one platform; other times, they’re spread out. Once you know where to show up, tailor your messaging to connect with your audience right there.

7. Other Positioning Strategies

Brand positioning comes in many forms. You can position yourself as the leader, the original, or the most popular. Another option? Frame your product as the go-to solution for a specific problem.

There’s also the direct comparison strategy: calling out competitors and highlighting why you’re better. Think Popeyes vs. Chick-fil-A. I’ll explore their rivalry further below.

The key to crafting your position is understanding your buyers. Do they value saving money, quality, or the latest trends? As Jigar puts it, “When your brand is positioned just right, it sparks curiosity. You can attract the right eyeballs and keep them coming back for more because they believe in what you’re selling.”

Now that you know the approaches you can take, it’s time to create a positioning plan.

Creating your brand positioning strategy involves diving deep into the details of your brand and discovering what you do better than anyone else. Mike Wessel, director of consulting services at Blue Frog, endorses this: “Nailing your positioning centers around pinpointing the unique value you deliver, and understanding who loves that value the most.”

Below, I’ll go over the key steps to help you create a brand positioning strategy unique to your business.

1. Determine your current brand positioning.

Are you marketing your product or service as just another item on the market? Or, are you marketing it as something distinctive? Your current brand positioning gives you important insight into where to go next. You’ll need to understand your current position to further analyze your competition.

Start by considering your target customers and defining who they are. Next, identify your mission, values, and what makes you different from the rest of the market. Finally, take stock of your value proposition and your current brand persona and brand voice.

Matylda Chmielewska at LiveChat Partner Program advises, “We like connecting with brands that sound and feel authentic to us. Instead of building complex lingo that no one understands, just talk human. Start with researching who your (ideal and existing) audience is and speak their language.”

2. Create a brand essence chart.

Once you know where your brand stands in the market, it’s time to define what it means to your customers. A brand essence chart organizes these ideas and serves as a great resource for copywriting and design inspiration.

brand essence chart

Here are the seven components of a brand essence chart:

  1. Attributes. The features of your product or service. For physical products, this might come easily; for SaaS or tech, focus on functionality.
  2. Benefits. What customers gain from those attributes.
  3. Personality. Adjectives that describe your brand’s character. Aim for nuanced traits that set your brand apart.
  4. Authority and support. What backs your brand? This could include expertise, awards, research, or glowing customer reviews.
  5. What it says about the customer. What does associating with your brand communicate about your ideal customer?
  6. How it makes customers feel. Words or phrases describing how customers feel when interacting with your brand.
  7. Positioning/brand essence. Combine these elements into a concise statement that captures your brand’s core takeaway. This isn’t your formal positioning statement but a foundational idea for your messaging. Learn more about developing that here.

3. Identify your competitors.

You need to see who you’re up against to conduct competitor research. That research will help you decide what you can do better in your strategy to gain an edge.

Try these methods to determine your competition:

  • Conducting market research. Ask your sales team what competitors come up during the sales process. Or, do a quick search using a market keyword and see which companies are listed.
  • Use customer feedback. Ask your customers which businesses or products they were considering before choosing yours.
  • Use social media. Consumers can ask questions about products and services on Quora. Search these forums to discover competitors in your niche. I’d also recommend looking on Reddit for subreddits related to your business or niche to learn more about what your target audience wants.

4. Conduct competitor research.

Wessel says, “From my experience, it’s critical to really challenge yourself on how your capabilities or features compare to both competitors and alternatives.”

Once you’ve determined who your competitors are, conduct in-depth competitor research. Analyze how your competition is positioning their brand in order to compete. At its simplest, your research should include:

  • Their products or services.
  • Their strengths and weaknesses.
  • Marketing strategies they’re using successfully.
  • Their current market position.

Staying unbiased during competitor analysis is super important. As Wessel puts it, “Seeking an outside perspective can be invaluable in overcoming internal biases.”

5. Identify your unique value proposition.

Building a unique brand is all about identifying what makes you different and what works best for your business. Chmielewska suggests, “Start by defining what ‘effective’ really means for your brand — and then build its image based on that.”

After you conduct your competitor research, I imagine you’ll start to see patterns in that some businesses have the same strengths and weaknesses. As you compare your product or service to theirs, you might find one of their weaknesses is your strength.

This is what makes your brand unique, and it’s the perfect starting point for positioning your brand in the market. Take note of your unique offerings as you compare, and dive deep to identify what you do better than anyone else.

6. Build a brand positioning framework.

Positioning a brand can seem overwhelming at first. With so many touchpoints, it can be hard to prioritize a key message. A brand positioning framework like the one below can help your brand positioning strategy.

brand positioning framework

This framework uses a top-down approach, starting with the big idea and ending with sample touchpoints you can use in tactical instances like social media captions, headlines for blog articles, and advertising copy.

I’ve listed some helpful articles below that you can use as step-by-step guides for completing each section of your brand positioning framework:

7. Create your positioning statement.

It’s time to pull everything together and write your brand positioning statement. This is a short description of your brand’s unique offering and how it meets your customer’s needs.

Think of it as different from a value proposition. It focuses specifically on what sets you apart and highlights the main benefits you offer to your customers. As Wessel puts it, “By understanding the customer’s ‘job-to-be-done,’ you keep the messaging centered on their perspective and desired outcomes. The better your positioning aligns with helping customers achieve their goals — faster, better, or cheaper — the more it will resonate.”

To get started, answer these four key questions:

  • Who is your target customer?
  • What’s your product or service category?
  • What’s the greatest benefit of your product or service?
  • What’s the proof of that benefit?

From there, you can craft a simple but compelling positioning statement. For example, here’s Amazon’s positioning statement:

“Our vision is to be the earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”

It’s clear and to the point: Amazon’s target audience is broad, their greatest benefit is variety, and the proof is in their massive online store.

8. Evaluate whether your positioning statement works.

Once your positioning statement is created, it’s time to test, experiment, and gather feedback from your customers on whether or not your positioning achieves its goal.

As Ryan Robinson of RightBlogger says, “Investing the time and effort into positioning your brand to appeal toward a specific vertical, type of consumer, or demographic is only a small part of the battle. It’s crucial to test, experiment, and actively gather (real) feedback from your target customers on whether or not your positioning is actually having its desired effect.”

He adds, “We’ve doubled down on our positioning by consistently asking for (and listening to) feedback from new customers when they join, and it’s clear that both our content and its delivery style remain a key asset for our brand.”

9. Establish an emotional connection with prospects and customers.

Connecting with your prospects on a human level before going in for the hard sell builds trust and helps your prospect have a more positive experience with your company’s brand.

For example, at the beginning of the sales process, reps should take ample time to learn about your prospects and what problem they are looking to solve by using your product.

Besides me, take it from the experts — nearly everyone I spoke to mentioned the importance of an emotional connection with your audience when working on your positioning.

D’Arcy said: “Grasp the emotional impact your brand can make and reach beyond mere products or services to fulfill the deeper aspirations of your consumers.”

Jigar also said: “Your brand is not limited to your product’s features; it should shape perceptions and create a space in consumers’ minds. By focusing on the mental and emotional aspects, you can distinguish your brand in the crowded marketplace.”

10. Reinforce your brand’s differentiating qualities during the sales process.

With a strong brand position, the differentiating properties of your company’s offering should be easy to understand and refer to. Make sure your prospects understand what makes your brand unique throughout the sales process.

You probably already know what your key differentiators are, but you can always refer back to your competitor analysis to iron in the key points to call out during your sales process.

11. Create value.

I know you know this, but it’s worth repeating: your main goal should be to help your prospect solve a problem or overcome a challenge they are experiencing. Ideally, your company’s offering is part of the solution.

12. Ensure that customer-facing employees embody your brand.

Customer-facing employees are your company‘s most valuable ambassadors. Prospects should receive an experience that embodies the core values of your company and aligns with the company’s brand. For example, if your company takes a light, fun approach to branding, you should incorporate this language into your sales conversations. Having an overly serious or stiff tone would not be authentic to your company’s brand.

Brand Positioning Map: The Power of Perception

If you want to see how your brand compares to others in consumers’ perceptions, a brand positioning map can help.

According to the American Marketing Association (AMA), “Perceptual brand mapping is the visual plotting of specific brands against axes, where each axis represents an attribute that is known to drive brand selection.”

brand perception map

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A brand positioning map consists of attributes important to your target audience. To do mapping right, I recommend creating multiple versions of your map based on different sets of attributes, which you can get directly from the values your customers hold dear. Your product or service’s perception is linked directly to those values, and brands focusing on shared values win in the end.

As Harvard Business Review states, “Build brand loyalty on shared values with your consumers. It is not the number of interactions a buyer has with your brand, but the quality and relatability of the interaction.”

If you place your brand and your competitors on your map, you’ll get a sense of who’s more competitive in a certain area over the rest.

Plenty of companies have excelled at brand positioning over the years by building a positioning strategy that rivals the rest. Here are 15 of my favorite examples.

1. Bumble vs. Tinder

Founded in 2014 by Whitney Wolfe after her departure from Tinder, Bumble was positioned as an app designed to empower women to take control when connecting with new people.

In addition to its initial focus on improving the female user experience, Bumble has expanded beyond the dating category, allowing users to find friendship and professional connections within the platform. Tinder, on the other hand, focuses on fleeting connections.

Bumble’s vs. Tinder’s Positioning Strategy: What I Like

  • Bumble’s positioning strategy focuses on its differentiation. On its website, the brand states, “Bumble was first founded to challenge the antiquated rules of dating.” Indeed, its approach was very different than any other app’s, with women being the initiators rather than men.
  • Tinder’s positioning strategy is leader-based; the brand uses its established history and popularity to compel people to join. I like that it doesn’t identify itself as a leader in online dating because such a tone wouldn’t fit the industry. Instead, it implies its leadership standing by highlighting its number of users and nearly decade-long history.

2. Starbucks vs. Dunkin’

Starbucks and Dunkin’ may both serve the morning coffee crowd, but their branding couldn’t be more different. Starbucks leans heavily on the in-store experience, with its green and brown branding evoking quality and craft. Dunkin’, with its bright pink and orange colors, emphasizes convenience and its staple offerings: coffee and donuts. Its slogan, “America Runs on Dunkin’,” drives home the brand’s focus on availability and accessibility.

Starbucks’ vs. Dunkin’s Positioning Strategy: What I Like

  • Starbucks takes a quality-over-quantity approach, as shown on its Coffee Finder page: “Our coffee masters have distilled their years of tasting knowledge down to three simple questions to help you find a Starbucks coffee you’re sure to love.” It’s all about curated, crafted experiences.
  • Dunkin’, on the other hand, owns its position as the go-to for quick coffee and donuts. “Dunkin’, founded in 1950, is the largest coffee and donuts brand in the United States, with more than 13,200 restaurants in nearly 40 global markets,” it states, highlighting how convenient it is to simply stop by for a coffee fix.

3. Spotify vs. Apple Music

Spotify is known for its high personalization, whereas Apple Music is known for a more premium song selection and, of course, the high-quality Apple brand. Though their offerings are strikingly similar, both brands use radically different strategies to position themselves in the market.

Spotify’s vs. Apple Music’s Positioning Strategy: What I Like

  • Spotify uses a price-based strategy, which is its key differentiator. Its premium options are nearly identical to Apple Music’s in terms of pricing, but it offers a free plan that makes it more accessible.
  • Given the similar pricing tiers, Apple Music aims to position itself as the better option with a quality-based approach, touting its 100-million song catalog and sound quality as principal attractors.

4. Popeyes vs. Chick-fil-A

Popeyes and Chick-fil-A have one thing in common: fried chicken. Other than that, the brands couldn’t be more different. Popeyes focuses on down-home, southern, Cajun-style recipes that pack a punch to your lunch hour. Chick-fil-A, on the other hand, refrains from this edgy vibe and offers tried and true favorites that everyone in the family will enjoy every day (except Sunday).

Popeyes vs. Chick-fil-A Positioning Strategy: What I Like

  • Popeyes stands out with bold ingredients and flavors, holding its own even against Chick-fil-A. What really sets it apart is being open on Sundays, ensuring customers can count on it 365 days a year.
  • Chick-fil-A takes a subtler approach, letting its customer service and food quality speak for themselves. It rarely advertises its standout service because actions from its employees do the talking. That’s the kind of brand confidence that earns loyalty — when you don’t need to remind people why you’re different; they already know.

5. Target vs. Walmart

This long-standing rivalry is a textbook example of a brand positioning strategy at work. For some customers, geography might be a barrier to experiencing the Target brand since there are far more Walmart stores nationwide. But for the most part, these two retail chains are earning their fair market share.

Target vs. Walmart Positioning Strategy: What I Like

  • Walmart became the industry standard for convenient and inexpensive shopping for everything from groceries to automotive supplies. The mega-retailer focuses less on quality-based and customer service positioning — two areas Target adopted.
  • Sure, I could say, “Both stores sell the same items; what’s the difference?” I think Target fans would disagree and gladly point to seemingly longer lines and less organized aisle shelves at Walmart that make for a less-than-stellar shopping experience. But, Walmart patrons find the low prices and convenience of having a store just a few blocks away worth it.

6. Cash App vs. Venmo

Cash App and Venmo have become cultural mainstays in their own right. When getting paid back once relied on “I’ll pay you back later,” both apps now ensure everyone keeps their word by letting users request the funds they’re owed.

I use both apps, but I know that some of my friends have a strict preference.

Cash App vs. Venmo Positioning Strategy: What I Like

  • Cash App focuses on getting money from point A to B as quickly as possible. Its positioning strategy, focused on convenience, is apparent right from the app’s home screen as you land on the screen to initiate a transaction.
  • Venmo puts the transactional aspect of sending and receiving money on the back burner and centering connections with friends. Instead of the transactional screen, the landing page is a log of your friend’s recent transactions.

7. Peloton vs. Bowflex VeloCore

If you thought the market for at-home stationary bikes was a monolith, think again. This segment of the at-home workout equipment market has boomed in the past few years, with Peloton leading the way. Although the brand isn’t brand new, it’s one of the youngest players in the industry and is giving seasoned competitors like Bowflex a serious reason to sweat.

Peloton vs. Bowlfex VeloCore Positioning Strategy: What I Like

  • Peloton combines convenience with social media positioning strategies to expertly appeal to younger consumers with disposable income to spend on workouts. It keeps a pulse on trends that make the markets tick and offers products and services that meet those needs in (what seems like) real-time.
  • Bowflex VeloCore knows that behind all the Peloton hype is a steep price point that boxes many out of the market, so the brand competes on price instead. With a comparable (and, by some standards, better) product, its brand essence chart looks completely different from one Peloton might have. Here’s my take on Bowflex VeloCore’s chart:

bowflex velocore’s brand essence chart

And here’s Monigle senior director Brian Elkins’ rendition of Peloton’s chart:

brand positioning chart for peleton

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8. Google Meet vs. Zoom

While both brands serve a similar purpose — bringing people together over the web — they have stark differences in the way they’re positioned. Google and Zoom have a similar immediate time to value metric since they both require an app to perform properly and have free, but limited, usage of their platforms.

Google Meet vs. Zoom Positioning Strategy: What I Like

  • Zoom took the forefront of the media as the solution to work-from-home meetings. It skyrocketed in popularity and held strong its position as a convenience-based saving grace for isolated professionals.
  • Google Meet’s positioning strategy expertly focused on differentiating itself as a connect-from-home solution for families and friends who couldn’t gather in person.

9. Nike vs. Adidas

Nike and Adidas are two giants in the athletic apparel industry, but their brand positioning strategies are worlds apart. Nike emphasizes innovation, inspiration, and empowerment through its “Just Do It” mantra, making it synonymous with personal achievement and athletic success. Adidas, on the other hand, focuses on blending performance with streetwear, carving out a unique niche at the intersection of sports and lifestyle fashion.

Nike’s vs. Adidas’s Positioning Strategy: What I Like

  • Nike’s strategy shines because it ties deeply into emotions and aspirations. It doesn’t just sell products; it sells a mindset. Campaigns like “Dream Crazy” featuring athletes like Colin Kaepernick position Nike as a brand that supports boldness and perseverance, resonating with customers who value those ideals.
  • Adidas leverages cultural relevance and innovation to stand out. Its collaborations with artists and influencers, such as Kanye West’s Yeezy line, position it as a trendsetter that caters to the style-conscious consumer. This dual focus on performance and fashion creates a broad yet loyal customer base.

10. Coca-Cola vs. Pepsi

The Coca-Cola vs. Pepsi rivalry is iconic, and I’ve always been fascinated by how differently these two brands position themselves. Coca-Cola leans into timelessness, creating a universal connection that spans generations. Pepsi focuses on youthfulness, staying in sync with trends and pop culture.

Coca-Cola’s vs. Pepsi’s Positioning Strategy: What I Like

  • Coca-Cola’s strategy is all about nostalgia and emotion. Campaigns like “Share a Coke” and Taste the Feeling really hit home — they tap into moments of joy, togetherness, and celebration. Whether it’s the classic red branding or its role at family gatherings, Coca-Cola feels like a comforting constant that’s always been part of life.
  • Pepsi takes a different route, and I love how it captures a sense of rebellion and energy. Its partnerships with pop icons and the Super Bowl Halftime Show keep it fresh and exciting. Pepsi’s marketing feels bold and fun, always catering to younger audiences looking for something modern and relevant.

11. Airbnb vs. Hotels.com

Airbnb disrupted the hospitality industry by positioning itself as a platform that offers authentic and personalized travel experiences, while Hotels.com focuses on convenience and variety, offering users access to a wide range of traditional accommodations worldwide.

Airbnb’s vs. Hotels.com’s Positioning Strategy: What I Like

  • Airbnb’s emphasis on unique, local experiences is its standout differentiator. It appeals to travelers seeking immersion and authenticity, promoting itself as a way to “live like a local.” Its branding celebrates diversity and personalization, which makes it highly relatable to modern, experience-focused travelers.
  • Hotels.com excels in its convenience-based positioning. By highlighting its vast selection of accommodations and perks like the free night rewards program, it caters to travelers looking for reliability and ease. This straightforward approach keeps it competitive in the highly saturated travel booking market.

12. Tesla vs. Toyota

Tesla and Toyota are iconic brands, but their strategies couldn’t be more different. Tesla leans into innovation and sustainability, appealing to those who want luxury and cutting-edge tech. Toyota, on the other hand, is all about reliability and practicality, making it a go-to for everyday drivers.

Tesla’s vs. Toyota’s Positioning Strategy: What I Like

  • I like Tesla’s bold differentiation positioning. It combines futuristic tech, like autonomous driving, with a clear mission to transform transportation. Its sleek designs and premium feel cater to both luxury seekers and eco-conscious buyers who want to make a statement.
  • Toyota’s strategy thrives on its reputation for quality and reliability. By consistently delivering affordable, durable vehicles and embracing hybrid technology early with models like, my favorite, Prius, Toyota has cemented itself as a household name for practical car buyers worldwide.

13. Netflix vs. Hulu

Netflix and Hulu dominate streaming, but their strategies couldn’t be more different. Netflix leans on global reach and original content, becoming the go-to platform for binge-worthy series like Stranger Things and The Crown. In contrast, Hulu wins over viewers with its next-day access to current TV shows, paired with a mix of classic titles.

Netflix’s vs. Hulu’s Positioning Strategy: What I Like

  • I find Netflix’s focus on original content and international appeal quite smart. It’s helped the brand grow beyond being just a streaming service and instead a cultural force that has something for everyone.
  • Hulu’s edge is its timeliness. If you want to keep up with your favorite shows without cable, the platform delivers. Its partnerships with major networks make it the perfect choice for viewers who hate waiting as well.

14. Patagonia vs. The North Face

Patagonia and The North Face both dominate outdoor apparel, but their brands reflect very different priorities. Patagonia champions sustainability and activism, while The North Face focuses on performance and exploration.

Patagonia’s vs. The North Face’s Positioning Strategy: What I Like

  • Patagonia’s commitment to purpose over profit is unmatched. Its campaigns, like “Don’t Buy This Jacket,” and focus on ethical practices resonate deeply with consumers who care about the planet.
  • The North Face, meanwhile, positions itself as the ultimate gear for adventure seekers. With its tagline “Never Stop Exploring” and partnerships with athletes and expeditions, it’s built a reputation for performance and durability. If you’re gearing up for the outdoors, it’s a name you trust.

15. Sephora vs. Ulta Beauty

Sephora and Ulta Beauty dominate beauty retail but play to different strengths. Sephora thrives on luxury and exclusivity, while Ulta balances affordability with inclusivity, catering to shoppers at every price point.

Sephora’s vs. Ulta Beauty’s Positioning Strategy: What I Like

  • Sephora positions itself as a premium beauty retailer by curating high-end brands and offering an elevated shopping experience. Its Beauty Insider loyalty program and in-store services, like makeup consultations, reinforce its luxury appeal.
  • Ulta Beauty’s strategy revolves around inclusivity and value. By offering both drugstore and high-end products under one roof, it caters to a wide range of customers. Its focus on affordability and convenience makes it accessible to shoppers at every price point.

Successfully Position Your Brand for Growth

A strong brand makes all the difference when entering or competing in any market. A unique brand positioning strategy is critical to making a statement, getting (and keeping) your target audience’s attention, and successfully growing your brand.

Since a strong brand makes all the difference when entering or competing in any market, I recommend leveraging the brand positioning strategies and frameworks outlined in this article to place yourself in the sweet spot of your target market.

Editor’s note: This post was originally published in December 2019 and has been updated for comprehensiveness.

I Tested the Best AI Presentation Makers to Sway Your Audience and Save You Time

You know what would have been great to have access to during my days as a teacher? An AI presentation maker. While today I present to clients instead of students, there’s even more at stake.

Thankfully, AI presentation makers are becoming popular and accessible design tools. One of the biggest perks of AI for presentations is that it can save you valuable time (speaking from experience as a small business owner!). It’s also critical that my presentations be visually engaging and professional.

Recently, I made it my mission to find the best AI presentation maker. First, I’ll explain how I tested these nine tools, and then I’ll show you each one.

→ Download Now: Free Public Speaking & Presentations Kit

Table of Contents

How I Tested the Best AI Presentation Makers

While I no longer teach Spanish to middle schoolers, pitch deck presentations are beneficial for my small business. Pitch decks can help me quickly show clients what I do and how I can help them. While pitch decks are useful, I do not enjoy spending hours creating them — mostly because designing is not my forte.

To test the usefulness of AI presentation makers, I asked nine different presentation makers to create a simple presentation in which I offer my writing services to new clients. I wanted my AI-generated presentation to:

  • Be three to five pages long, starting with a short introduction and ending with a contact page.
  • Include relevant graphics.
  • Include my headshot.

Then, using various AI-enabled presentation tools, I timed how long it took me to create my short pitch deck and took notes on what worked and what didn’t. Using this method, I found some AI presentation makers are better than others.

Here’s what I looked for in an AI presentation tool

While each use case may vary, the top tools I reviewed had these elements in common.

1. High-Quality Content Suggestions

The number-one way I judged the success of an AI presentation generator was by the content it returned. I needed a tool that could understand the contextual clues in my text-based prompts and return a presentation matching the voice, tone, format, and look I wanted. If a presentation was too generic or required too much editing, it didn’t pass my test.

2. Editable

Generative AI rarely gets it right the first time. I wanted a presentation maker that would allow me to manually edit the slides it generated for me and let me give prompts to adjust the content as a whole.

For example, to give a follow-up prompt to make the slides less wordy or adjust the text font across them. I also wanted to embed different types of content, like a portfolio video reel I created with HubSpot’s Clip Creator.

3. Compatibility

Of course, a presentation doesn’t operate in a vacuum. Your slides must fit seamlessly into the workflow and tool stacks you use for daily collaboration with coworkers and clients. So if you need to convert a PDF to PowerPoint, export in Google Slides, or embed a slide deck on your website, look at compatibility.

4. Create a Presentation from a Document

While my intro slides were fairly straightforward, I sometimes need to create slides based on a document I already have, like a proposal or a report. In this case, it saves me a lot of time to upload a starter document and ask the presentation maker to create slides based on the document.

5. AI Image Generator

Last, the visuals need to be high-quality. I looked for a presentation maker with a crisp, modern look and a variety of visual content formats, from photos to animations to data visualization. Since I want everything generative AI can offer, I looked for tools with a robust AI image generator function. I want to create unique images to add to my presentations with a simple text prompt.

The Best AI PowerPoint Generators

Since collaboration is an important part of presenting, most people need a tool that’s compatible with legacy apps. It’s impossible to talk about slide decks without the grandfather of presentation makers, Microsoft PowerPoint.

Microsoft 365 — aka Microsoft Office — is still used by 30% of businesses and more than 85% of the Fortune 500. If you need your slides to be compatible with PowerPoint because your company requires it or simply because you prefer it, consider these three best AI PowerPoint generators that can whip up slides in PowerPoint, among other formats.

1. Beautiful.ai

beautiful.ai best ai powerpoint generator

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First up, Beautiful.ai was my first pick overall whether you’re creating a deck in PowerPoint, Google Slides, or online. Beautiful.ai’s easy-to-use tool can create an eye-catching pitch deck or revenue report in just minutes. To get started, you’ll need a short prompt. After you enter your prompt, Beautiful.ai creates a fully customizable presentation for you, allowing you to change or edit any of the design elements before exporting your presentation.

Beautiful.ai’s core features are:

  • Hundred of pre-made templates and slides.
  • Intuitive controls.
  • Built-in AI image generator.
  • Unlimited slides.
  • Collaboration possibilities.
  • PowerPoint import and export.
  • Access to viewer analytics.

I tested out this presentation maker, and here are my thoughts.

beautiful.ai best ai powerpoint generator

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What I Like

In testing out Beautiful.ai, I appreciated the initial tour of the interface. Although I asked for a specific number of slides, the presentation maker suggested four extra slides, each of which included information I had yet to consider adding to my simple pitch deck.

Editing the design elements was easy, and the AI image generator allowed me to add a custom photo to my presentation to stand out from my competitors.

If I return to make more presentations, I can save a palette of brand colors and fonts to apply across my content. I also liked that since my presentation’s stored on the cloud, I can access and edit it from any device — web, tablet, or mobile.

What I Don’t Like

Beautiful.ai is intuitive, but some of the more critical editing features, like the image tab, are more challenging to find. If you want to create a quick presentation, you’ll need to pay close attention to the initial interface tour to learn the location of the editing features.

Although I appreciated that Beautfiul.ai suggested extra slides to my pitch deck full of information I had yet to consider adding, I wanted to keep my pitch short and sweet. If additional pages bother you or you don’t want to spend extra time editing and deleting, this can be a con.

My Overall Experience with Beautiful.ai

Beautiful.ai quickly created my pitch presentation in seconds, adding relevant graphics as I asked for. I appreciated the addition of a pertinent copy. Most of the copy in the presentation did not need to be edited, but I also did not want to review extra slides.

Pricing

  • $12/month for individuals, billed annually.
  • $40/month for teams if billed annually. Or, you can opt for a monthly subscription of $50/month.
  • $45 for a single presentation.
  • Custom enterprise options.

Best For

Beautiful.ai is best for creating marketing reports or sales presentations, or any slide deck compatible with Microsoft PowerPoint.

2. Plus AI

plus.ai best ai powerpoint generator

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Plus is one of the go-to AI PowerPoint generators for businesses that use PowerPoint or Google Slides. To create a presentation, you can enter a prompt or upload a file. For instance, I could use a PDF of my bio to create introductory slides for myself! With a few clicks, you can generate a presentation in minutes.

Plus AI’s core features are:

  • Native PowerPoint and Google Slides extensions.
  • Create a presentation from a Word doc or PDF.
  • AI slide formatting.
  • Compatible with existing presentations.
  • Translate slides.
  • Professionally-designed templates.

I added Plus AI to my Google Slides extensions to test it out. Here are my thoughts.

plus.ai best ai powerpoint generator

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What I Like

For busy professionals, it can be challenging to find the time to learn the ins and outs of new design tools. Plus AI is intuitive, which is a big pro, and I appreciated that Plus AI is built into Google Slides (or PowerPoint, if you prefer). This makes creating and editing a new presentation a breeze.

I also like that after creating the presentation, I can make changes, share it with coworkers like it’s a regular presentation, and it’s not obvious that I used AI to generate the deck.

Since Plus AI can work from imported PowerPoint files, you can take an outdated or subpar PowerPoint presentation and edit it in Plus AI. Simply give a prompt telling it how you want to change the presentation, like rewriting text, adding slides, or reformatting slides.

What I Don’t Like

One of the features I like the most was Plus AI’s feature which uses uploaded files to create a presentation. I appreciate this feature, but it is not available to users subscribed to the Basic plan. To use this feature, you’ll need to subscribe to the Pro plan, which can be a drawback for those with limited budgets.

My Overall Experience with Plus AI

Compared to other AI presentation makers, Plus AI is a bit slow. Using my standard prompt, I found the generated presentation to be somewhat generic and lacking relevant images. The presentation is a good starting point for adding my own spin to the slides, though, which can be helpful for those who want more creative control of their presentations.

Pricing

  • Basic: $10/month, billed annually.
  • Pro: $20/month, billed annually.
  • Team: $30/month.
  • Custom Enterprise pricing.

Best For

Plus AI is the best AI for PowerPoint and Google Slides users.

3. Copilot with Microsoft PowerPoint

copilot ai powerpoint generator

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Microsoft has improved its AI features in recent years so that with the right plan, you can create an AI presentation directly in PowerPoint. Since I don’t have a Microsoft 365 plan with Copilot, I turned to Julie Terberg’s LinkedIn Learning course to see it in action. Microsoft claims that 70% of Fortune 500 companies have adopted Copilot, so if you’re a large business or enterprise, this could be the best fit for you.

Copilot with PowerPoint’s core features are:

  • Create a slide from a Word document or PDF.
  • Create new slides from a template and prompts.
  • Branded slide creation.
  • Editing and restructuring of slides.
  • Voice-to-text prompts.

[Video: Create a PowerPoint from Word with Copilot]

What I Like

If you already use Microsoft, the most obvious benefits are no tool-switching and no learning curve for a new tool. You simply need to learn how to input your prompts from the “Copilot” pane in PowerPoint. Depending on your plan, you may not need to pay extra either.

One thing I found most useful about Copilot with PowerPoint was creating slides from a PDF or Word document. If I have already created a proposal or report, I can upload it and ask Copilot to convert it to a PowerPoint. This isn’t perfect, but gives me a good starting point.

Another very useful feature is asking Copilot to create speaker notes. For instance, if Copilot imports too much text from my report and I don’t want my audience to see everything, I can ask them to move the text to speaker notes so I can still reference the content.

What I Don’t Like

Compared to other presentation makers like Beautiful.ai and Plus AI, Copilot with PowerPoint’s imagery and formatting wasn’t nearly as, well, beautiful. Instead of starting with a text-based prompt, I’m forced to choose a template first, then give my prompt to retrofit the content to the template.

Copilot can’t add animations, videos, transitions, or create charts — limiting your content to simply images and text. The tool pulls random images from around the web into your presentation, opening you up to potential branding and copyright issues.

My Overall Experience Using Copilot with Microsoft PowerPoint

For Microsoft super-users, Copilot with PowerPoint saves time. You can take existing PowerPoints and prompt Copilot to “Add a slide” or “Reformat text formatting or color.” It’s valuable to take content from Word and PDFs and convert them to presentations. Voice-to-text is useful for accessibility. However, some of the visual features don’t reach the high standards of other tools.

Pricing

  • No additional cost for current Enterprise and Pro subscribers of Microsoft 365.
  • $20/month for Microsoft Copilot Pro to add Copilot to a personal or family plan.

Best For

Copilot with PowerPoint is best for enterprises and large companies already using Microsoft.

The Best AI Presentation Makers

Aside from the three above, let’s discuss six more AI presentation makers so you can choose the one that best suits your business needs.

4. Tome

tome ai presentation maker

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Tome is one of the go-to presentation makers for businesses. Using your prompt, Tome creates a presentation with four variations of each slide, meaning the choice is yours. Do you have a sales report that you need to present to your team? Copy and paste the report into Tome and let it do the rest.

Tome’s core features are:

  • Dynamic text editor.
  • AI image generator.
  • Story-telling format.
  • Design assistance.
  • Presentation analytics.
  • Multi-language support.
  • Template library.

Here are my thoughts on using Tome as an AI presentation maker.

tome ai presentation maker

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What I Like

I appreciated the various options for creating a presentation using Tome. Upon entering the workspace, I could make a presentation with AI, start with a template, import a document from Google Docs, or create my own. The options were nice.

The pro version allows for AI prompts and makes creating a presentation easy. I like that it can create a presentation with an outline based on the prompt. It also generates relevant images, which is another pro.

As a business owner, Tome stands out on slide distribution and analytics. I can share my presentation as a link or embed it on my website, then see how viewers interact with it. The tool reformats my slides for the screen size it’s viewed in, which means even — you guessed it — vertical slides for mobile. With viewer analytics, I can see how many people have viewed it and when What I Likepective clients are dropping off on average.

What I Don’t Like

Tome’s AI-generated text is fairly good. However, it can be a bit wordy. You’ll need to spend some time editing the text of your presentation to avoid sounding like a robot.

My Overall Experience with Tome

I liked the various options for starting a new presentation with Tome. The free plan offers many of these options, meaning anyone can sign into Tome and create a presentation from a Google Doc (although editing features may be limited).

You’ll need a Tome subscription to use the AI presentation maker. A free trial is not available, which can deter new users seeking an AI-enabled tool.

Pricing

  • Basic: Free.
  • Professional: $16/teammate per month if paying annually, otherwise $20/teammate per month if paying monthly.
  • Custom Enterprise pricing.

Best For

Tome is best for creating presentations from existing documents, particularly Google Docs.

5. AI Menti Builder

ai menti builder, ai presentation maker

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The AI Menti Builder is Mentimeter’s latest addition to their already impressive lineup of interactive features. It seamlessly integrates all of their popular slide types including polls, quizzes, Q&As, word clouds, and more into a full presentation based on your prompt. When you input your topic and the type of presentation you’re looking for, the AI Menti Builder generates a draft of engaging, interactive slides or quizzes in seconds.

AI Menti Builder’s core features are:

  • Generates a full presentation or quiz with images and content.
  • Incorporates Mentimeter’s interactive slide types.
  • Allows editing.
  • Requires minimal prompting.
  • Offers a selection of styles and themes.
  • Full integration with Menimeter’s platform.
  • Data-driven suggestions.

ai menti builder, ai presentation maker

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What I Like

I’m always looking for a way to make my meetings more interesting and engaging for everyone involved, and I love that Mentimeter’s interactive slides encourage attendees to participate by anonymously giving input without being put on the spot.

Whe I tested the AI Menti Builder, I entered a one-line prompt and got a full pitch deck in seconds, filled with the topics and content I needed to cover as well as interactive moments that kept my team’s attention and buy-in.

The generated presentation was fully customizable, so I was able to edit the slides’ text, images, and interaction types to fit exactly what I needed.

What I Don’t Like

The AI Menti Builder’s prompting feature is quick and uncomplicated, but there isn’t a way to edit or refine your prompt once the slides have been generated. You can always go back and submit a new prompt, but if you prefer to keep building on what you have, this can be a con.

Sometimes my generated presentation’s images turn out a bit random and, well, AI-looking, so you do need to take the time to check through each slide and make sure the content and images are in line with what you want to present.

My Overall Experience with AI Menti Builder

The AI Menti Builder took my one-line prompt and generated a full pitch deck in seconds, complete with images and content. I especially appreciated that it incorporated Mentimeter’s fun and engaging interactive features. If I were still a teacher, the ability to create a lesson that gets students thinking and contributing without hours of prep would be a lifesaver.

Pricing

  • Free.
  • Unlimited participants: $11.99/month, billed annually.
  • Advanced team: $24.99/month, billed annually.
  • Enterprise and Custom plans are available.

Best For

Quickly generating interactive presentation drafts that incorporate and encourage audience engagement, for both professional and educational settings.

6. Gamma

gamma ai presentation maker

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Gamma is your all-in-one AI presentation maker. Gamma can help you quickly create presentations, documents, and websites in seconds. And the best part? There’s no coding required.

Gamma’s core features include:

  • AI-powered image search and generator.
  • Drag-and-drop capabilities.
  • Customizable templates.
  • Real-time collaboration.
  • Various output formats.
  • Built-in analytics.
  • Offline access.
  • Story-driven presentations.
  • Effortless embedding of external content.

I tested out Gamma. Here’s what I found out about this AI presentation maker.

gamma ai presentation maker

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What I Like

Upon entering my initial prompt, Gamma allowed me to pick how many slides I wanted in my presentation. I appreciate this feature because it means I do not have to edit or delete extra fluff. Gamma also allowed me to choose templates and designs before generating my presentation. I like this because I know exactly what my presentation should look and feel like.

What I Don’t Like

The biggest drawback of Gamma for me is that users cannot export their presentations to Google Slides. Most of my work is done in Google Suite, so allowing the option to export my presentation to Slides would be helpful. However, Gamma does allow for exports in PDF versions or PowerPoint.

My Overall Experience with Gamma

Overall, I really like Gamma. Gamma’s interface is intuitive and easy to use. It allows for collaboration with other team members, and the initial settings, like choosing how many “cards” (or slides) for the presentation, means I could quickly produce exactly what I wanted.

The free version of Gamma is enough for any designer to get started creating AI-generated presentations quickly. However, the lack of editing capability and limited integrations with other tools make it a tough sell.

Pricing

  • Free.
  • Plus: $8/month, billed annually.
  • Pro: $15/month, billed annually.

Best For

Gamma is best for creating interactive presentations, including presentations with embedded videos and interactive elements.

7. Visme’s AI Presentation Maker

visme ai presentation maker

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Visme is one of the top AI-powered presentation makers for businesses and individuals, renowned for its versatility and user-friendly interface. Whether you‘re creating a pitch deck, a marketing presentation, or a detailed report, Visme allows you to bring your ideas to life effortlessly. Just provide your content, and Visme’s AI will help you design and structure your presentation with ease.

Visme’s core features are:

  • Drag-and-drop editor.
  • AI-powered content suggestions.
  • A vast library of templates and assets.
  • Collaborative features.
  • Seamless integration with other applications.
  • Interactive elements.
  • Analytics for tracking engagement.
  • Brand kit.
  • Data visualization tools.
  • Animation capabilities.
  • Integration with data sources.

What I Like

I was impressed by the intuitive interface and the range of templates available in Visme. Upon starting a new project, I could easily choose from numerous templates or start from scratch, depending on my needs. The drag-and-drop editor made it easy to customize each slide, and the AI-powered content suggestions helped refine my message.

The AI presentation maker allows quick content creation, providing options like automatically generated outlines and design elements based on your input. Visme’s collaboration tools also make it easy for teams to work together in real time.

What I Don’t Like

While Visme offers powerful tools, some of the more advanced features, like interactive elements and analytics, are only available in higher-tier plans. Additionally, the AI content suggestions, while helpful, may require some tweaking to match the tone and style of your brand.

My Overall Experience with Visme

I found Visme to be a highly versatile tool for creating presentations. The range of templates and customization options makes it suitable for various use cases. The AI features are useful, though they may require manual adjustments to perfect the final presentation.

Pricing

  • Basic: Free.
  • Starter: $12.25/month.
  • Pro: $24.75/month for one user.
  • Pro Teams plan starts at $72/month.
  • Enterprise: Custom pricing is available on request.

Best For

Visme is best for users who want to create highly customizable presentations with the help of AI design suggestions. It’s particularly best for businesses looking to maintain brand consistency across all presentations.

8. Canva’s Magic Studio

canva ai presentation maker

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If you’ve been designing with online tools for a while, chances are high you’ve heard of or used Canva. Canva’s Magic Studio, powered by AI, allows users to create AI-generated presentations, along with various other marketing materials.

Canva’s Magic Studio’s core features are:

  • Resize your presentations to various formats.
  • Multi-language support.
  • AI video generator.
  • AI image generator.
  • Various image editing features.
  • Extensive template library.
  • Customizable brand kit.
  • Stock content library in addition to AI images.

As a long-time user of Canva, I tested out Magic Studio to design a presentation for my freelance business. Here are my thoughts on Canva as an AI presentation maker.

canva ai presentation maker

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What I Like

I have been a long-time user of Canva and an all-around fan of the design program. That said, there was really only one pro I could find about Magic Studio: I liked that Magic Studio was included with the Pro account and did not cost extra for use.

The features I like come standard come with all Canva Pro features: a stock image library, easy resizing and exporting, and the ability to create a brand kit.

What I Don’t Like

Canva’s Magic Studio is not what I expected. I did not like that I couldn’t enter my full prompt. When I entered “Create a short pitch presentation for my freelance writing business” as a prompt, most of the presentations generated were not relevant to my business. The limited number of characters for a prompt is a major con.

My Overall Experience with Canva’s Magic Studio

If you use Canva, you might like the addition of Magic Studio, but I found there to be a learning curve. Once you find the magic formula for the right AI prompts, the output will likely be a great presentation that only needs a few tweaks.

Personally, I found it somewhat frustrating to use. The image generator is decent, although sometimes the generated images are a bit wonky. In my opinion, and considering the AI-generated presentations were not relevant to my prompt, it might be easier to use a template to create a great presentation.

Pricing

  • Canva Free: Free.
  • Canva Pro: $15/month.
  • Canva Teams: $10/month per person, up to three people.
  • Canva Enterprise: Contact Canva for more information.

Best For

Canva Magic Studio is best for those already familiar with the Canva interface and for those who want complete design control of their presentations.

9. Slides AI

slides ai presentation maker

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Creating a presentation from scratch can be time-consuming. Say goodbye to spending hours on your presentation and say hello to Slides AI. If you have an outline ready, just pop your text into Slides AI and let it design a presentation for you. Need your presentation to be in another language? No problem. Slides AI supports over 100 languages, meaning you can quickly create a presentation for your multilingual audience in just minutes.

Slides AI’s core features are:

  • Google Slides add-on.
  • Convert text to a presentation.
  • Create a presentation on a topic.
  • Supports 100+ languages.
  • AI image generator.
  • Content summarization.
  • Built-in analytics.
  • Voiceover integration.

I created a presentation with Slides AI. Here’s what I found.

slides ai presentation maker

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What I Like

Slides AI is a Google add-on, so you can use the presentation maker right in the Google Slides workspace. It also offers an AI image generator, which can be helpful for choosing the right image to complement your presentation. If you want to brand your presentation, you can upload your logo before generating it.

What I Don’t Like

While Slides AI advertises quite a few interesting features, most of them are still in development or are not available to all users. This is a drawback. Also, Slides AI is only available as an add-on for Google Slides, which can be a con for some users.

My Overall Experience with Slides AI

Compared to other presentation makers, Slides AI is slow. While there are plenty of design features available, some of the more interesting features are unavailable.

Slides AI generated a very basic presentation, which left a lot to be desired. I expected there to be more relevant images in the presentation, too. Although the initial draft is generic, it is a good starting point to add my own design elements.

Pricing

  • Basic: Free.
  • Pro: $10/month, billed monthly.
  • Premium: $20/month, billed monthly.

Best For

Slides AI is great for creating basic templates for a presentation.

Choosing the Best AI Presentation Maker for You

Creating a beautifully designed presentation with interactive elements can take a significant amount of time. If I can use a tool to save time in the creation process, sign me up! That’s one reason I am excited about AI presentation makers.

Some of the AI PowerPoint generators and presentation makers I tested are better than others. I was surprised that some of them generated what I would consider a very generic template. While this isn’t necessarily a bad thing, and can be a pro for those who want to add their creative touch to their slides, it left me a bit disappointed.

Before you sign up for a subscription to an AI presentation maker, make a quick list of the things you want your tool to do. This will help you choose the best AI presentation maker for you. Then test a few tools, write down the pros and cons, and make a decision from there.

A presentation is simply a tool that lets you shine. Take control of your presentations so you can get out there and impress your boss, showcase your work, and win new business!

6 Essential Entrepreneur Skills and How to Build Them, Straight from Businesses Leaders

My first job out of college was one I made up. People become entrepreneurs for lots of reasons, and for me (like most) it was the flexible hours. Armed with an English degree and a basic knowledge of marketing, I started a small agency creating written content for anyone who needed it.

I built a book of business by relying on my network and a surprisingly reasonable number of targeted cold emails. After a few years, a happy client took me on full-time, and I’ve been working in sales and marketing for other organizations ever since.

My somewhat unorthodox career path depended heavily on entrepreneurial skills. While it felt like a significant departure from the norm at the time, I would argue that rapid changes in the business landscape have made entrepreneurial skills more important than ever. That’s true whether you’re trying to run your own successful business or perform well in an established role.

Download Now: Free Business Startup Kit

Table of Contents

Why Entrepreneurship Skills Matter

The internet has been fundamentally shaping every industry since its widespread adoption, and quite a few experts anticipate an even greater level of disruption from AI. That feels hyperbolic. But, if you told my 22-year-old self that the biggest content creator in 2024 would be AI, I never would’ve believed you — even if the content it cranks out is “mid” at best.

While I can’t go toe-to-toe with the big thinkers trying to decide if the huge changes wrought by AI will be positive or negative, I can tell you one thing: change is always coming. Those who can adapt will stay ahead of the curve. Those who can’t will fall behind. If you want to be in the former camp, be intentional about building the following six entrepreneurial skills.

Essential Skills Entrepreneurs Need

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1. Networking

No one succeeds alone, which is why I believe networking might just be the most important of many vital entrepreneurial skills.

Need your first customers? Like most companies, HubSpot started with its founders’ networks, according to former Chief Revenue Officer Mark Roberge. The better you are at networking, the easier it will be to start, grow, run, and even eventually exit your business.

How to Build This Skill

Maybe you’re a natural extrovert, or maybe networking requires you to get far outside your comfort zone. Either way, the key to building this skill is simply to start. Bastien Paul, co-founder and CEO of Hublead, recommends that you meet two new people in your industry every week.

“That’s something I did for four months in a row, and it helped me gain experience, meet incredible people, and find new ways to grow myself, my career, and later my company,” Paul says.

Not sure where to meet people? Try an organized networking event, a volunteer opportunity, or even some cold emails. Form relationships, and then — most crucially — do the work to nurture them so they’re meaningful and mutually beneficial.

2. Sales

Whether you’re trying to convince a company to sign a seven-figure contract or you want your CTO to scrap a half-baked feature, so many outcomes are determined by your ability to sell.

Convincing other people to buy into your ideas will help you implement them. That enables you to win customers, attract investors, garner valuable media attention, and more. Be purposeful about honing your sales skills to give yourself the best possible chance of entrepreneurial success.

How to Build This Skill

Work on “selling” your product or service to the people closest to you. Then, instead of soaking up their knee-jerk praise, encourage them to look for holes and opportunities to push back against your ideas. Every objection you can address in the workshopping stage will improve your chances out in the field.

From there, I recommend that you refine your pitch to fit in 30 seconds, two minutes, and 10 minutes. From there, you can make the most of whatever time you’re allotted with a prospect or potential investor. I always make sure I’m using a story to convey my ideas to my audience in a more appealing and digestible way.

3. Resilience

If you’re reading about entrepreneurial skills, you might be interested in the How I Built This podcast. Guy Raz does a great job interviewing entrepreneurs from a wide variety of backgrounds and industries. While their stories are generally quite unique, they universally face daunting setbacks.

Bob Moore of Bob’s Red Mill had his mill burn to the ground. Honest Tea had to recall their products from every market because of defective glass bottles. Bill Shufelt of Athletic Brewing had to reinvent a beverage category that had languished since the Prohibition era.

These and all the other stories Raz shares on his podcast would never be told if the leaders had made the easy choice to give up.

How to Build This Skill

Building resilience should be uncomfortable. One of the best ways I’ve found to get out of my comfort zone is to cold call prospects. Cold calling is 5% learning to sell and 95% learning to cope with rejection.

If you can spend just an hour each week cold calling qualified leads, you probably won’t sell anything. However, you’ll learn about your product and the market while cultivating the ability to bounce back from anything. That’s helpful for professionals at any level.

4. Time Management

I constantly sit down at my desk and think, “Today is the day I’ll finally be immune to distraction.” Then, I open my inbox. Five minutes later, I’m tweaking the graphic in my email signature to get it juuust right.

You don’t have to be an evolutionary biologist to realize that most of our brains just aren’t designed for deep, sustained focus, which makes effective time management even more important. Entrepreneurs have to ideate, create, iterate, and still somehow find time to sell their products and services. That requires a careful juggling act, and keeping key initiatives progressing smoothly is no accident.

How to Build This Skill

First, take an inventory of how you spend your time each day. I’d recommend you start with the lowest-hanging fruit, which unfortunately means diving into those scary screen time metrics. I use Apple’s internal tool (Settings > Screen Time > App Limits) to put a cap on the apps that cost time while delivering almost no value.

In the spirit of transparency, my nemesis is Reddit. Luckily, changing some of your more time-intensive habits can happen quicker than you might think. Once you’ve gotten that out of the way, flex your time-management muscles by working in sprints that start short (think 10 minutes or so) and get longer as you get better at maintaining focus.

5. Delegation

In my experience, delegation is inevitably the most difficult skill for entrepreneurs to learn, let alone master. Entrepreneurs are often independent to a fault, stubborn, idealistic, and overconfident in their own abilities (no offense meant, this applies to me for sure).

These traits make it far easier for an entrepreneurs to just take on another task themselves instead of farming it out. However, the ones who pile more and more on their own plate are less and less likely to succeed. If you hope to grow one venture or even several, if you’re a serial entrepreneur, you can’t do it all on your own.

How to Build This Skill

Make a list of all the skills you need to achieve a big entrepreneurial goal, then rank your proficiency in those areas — and there can’t be any ties. Start by delegating out the functions you’re least capable of performing on your own, and see what you can accomplish by staying in your lane.

I’ll bet anything it’s more than what you were getting done on your own, no matter who you are. Learn from this exercise, rinse, and repeat.

6. Pattern Recognition

In his six years as executive director of Venture Asheville, Jeffrey Kaplan has helped dozens and dozens of startups launch successfully. In his mind, pattern recognition is one of the most vital entrepreneurship skills for aspiring founders.

“Pattern Recognition is the gateway drug in the entrepreneurial mindset that allows you to spot trends, see unarticulated needs, and seize opportunities that the competition may have missed,” Kaplan says.

In my experience, curiosity is a common entrepreneurial personality trait, and it’s also one of the driving forces behind pattern recognition. If you’re not naturally curious, you can still make regular inquiry a habit.

How to Build This Skill

Talk to both happy and dissatisfied customers regularly to understand their frustrations, and as you ask questions, try to listen to what’s not being said. Read books and case studies in fields that aren’t familiar to you and try to find ways they might intersect or be relevant to your own area of expertise.

A diverse network that spans industries can help encourage pattern recognition, exposing you to different ideas and perspectives. Many entrepreneurs cite their initial lack of experience in their field as a competitive advantage because it allows them to think outside the box. So, don’t be afraid to explore uncharted territory.

Everyone Is an Entrepreneur

You may have heard the saying that every company is now a tech company, and it’s true. We live in a tech-driven world, where we move from one digital experience to another both at work and on our own time.

In the same way, I believe that everyone is — or at least should aspire to be — an entrepreneur. Even if you’re in a rote job where every little task is standardized, new tools are being built daily that could automate manual work or improve outcomes. All you have to do is learn how to implement them.

Ultimately, for both aspiring founders and those looking to weather the evolving job market as AI takes hold, mastering some of the skills of an entrepreneur will only help.

Sales Velocity: What It Is & How to Measure It

From what I can see, a sales career is fast-paced, relationship-driven, and even competitive at times. All of these qualities can make for an exciting job, but you have to take the right steps to get into sales before you can land your dream role.

To learn more about what it takes to start and grow a sales career, I want to dive into the different roles and career paths. What’s a typical sales career path? How do you get started in sales? Is the sales job market strong enough to support a career?

Come with me to discover the answers!

Download Now: Free Sales Interview & Hiring Templates

Table of Contents

Sales spans every business and every industry. Small businesses need salespeople, as do massive enterprise companies. There are a variety of roles and responsibilities that fall within sales, but the core of all sales careers remains the same.

The Sales Career Path

Choosing a career path in sales depends on your experience, company, and industry. Here’s a look at a common path you can take, from beginner rep to established executive.

Sales Beginner and Mid-Level Careers

Sales Development Rep (SDR)

Sales development reps (SDRs), also known as business development reps (BDRs), are responsible for the first step in the sales funnel. Their job is to bring in qualified leads. They conduct research to find prospective customers, reach out to gauge interest, and decide whether the lead is ready to move down the funnel.

I learned that if you want to thrive in a sales development representative career path, you need to have strong interpersonal communication and organizational skills. The best SDRs understand the ins and outs of the products and make a lasting impression.

Once the SDR has determined the prospect is ready, they send the person over to a closing rep. This process means SDRs typically aren’t held to traditional quotas. Their metrics include the number of calls they make or qualified leads they gather. Depending on the company, the compensation for an SDR can be a base salary, commission-based, or a combination of base plus commission.

Sales Development Representative Salary

According to Glassdoor, the average base salary for an SDR is $50,094. PayScale reports the average commission ranges from $5,000 to $26,000.

how to get into sales: the sales development representative career path

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I think a sales development representative career path is right for you if you’re looking to get started in sales and don’t have much experience. You’ll learn how to research prospects, make calls, send emails, understand the offerings, and organize leads. Once you’re crushing the numbers, you’ll be ready for that promotion.

Inside Sales Rep

Inside salespeople are the go-to teammates for prospecting, nurturing, and converting leads. They rely on email, phone calls, videos, and virtual meetings — instead of face-to-face interactions. Their job is to build relationships and move people through the sales funnel.

Inside sales reps need many skills to land clients from afar. These include:

  • Strong verbal and written communication.
  • The ability to cold call.
  • A deep understanding of the company’s offerings.

While these roles are communication-heavy, I found out sales reps only spend about two hours daily active selling.

I also learned this role needs to educate prospects. They’re responsible for following up once a sale is closed to maintain customer satisfaction and encourage repeat purchases. As a result, inside sales reps typically have a hybrid compensation package. That includes a base salary and commission.

Inside Sales Rep Salary

Per Glassdoor, the average base salary for an inside sales rep is between $42,000 and $62,000. The average commission ranges from $2,000 to $27,000, according to PayScale.

how to get into sales: the career path for an inside sales rephttps://www.payscale.com/research/us/job=inside_sales_representative/salary

Similar to SDRs, I think inside sales reps have a great launch point for a sales career. The path to a promotion is clear, and you’ll gain the skills you need to level up to a managerial position.

Most people in the role have under four years of experience. Depending on the company, this role can also include people with five to 20 years of experience.

Outside Sales Rep

If you imagine jet-setting to pitch prospective clients, an outside sales rep role could be right for you. People in this position spend their time traveling to give demos, attend conferences, and meet with buyers in person.

For the same reasons that inside sales reps roles are growing, outside sales reps now often rely on technology to land customers. In fact, 56% of sellers say that remote selling has made it easier to sell.

Since travel can be part of this role, you can expect a larger compensation package. Just consider the time and energy it takes to be on the move. This can be taxing if you’re not ready to constantly pack your bags.

Outside Sales Rep Salary

According to Glassdoor, the average base salary for outside sales reps is between $70,000 and $122,000. PayScale found that average commission ranges from $4,000 to $49,000.

the sales career path for an outside sales representativehttps://www.payscale.com/research/us/job=outside_sales_representative/salary

When considering an outside sales rep role, I recommend you research the industry and company ahead of time. It’s good to check how much travel is involved, what technology you’ll have access to, and what performance metrics you’ll be evaluated against.

Keep in mind that the majority of people in this position have several years of experience. They often have to work independently and excel at time management. If autonomy is your thing, this role may be right for you.

Account Manager

Building and maintaining customer relationships is essential to growing a business. This is where account managers come in. People in this role work with customers after the first purchase. They act as the point person on behalf of their company for customers.

Account managers are responsible for maintaining relationships, understanding customers’ needs, and acting as advocates for clients. They stay up-to-date on industry trends to create long-term sales strategies.

Account managers are evaluated on customer retention and satisfaction metrics. Their main goal is to increase the ROI on a purchase. They’ll often connect with a salesperson if an opportunity to cross-sell or upsell arises. Some companies offer account managers a base salary, while others include commission sharing for the clients you help nudge to a sale.

Account Manager Salary

In 2024, the average base salary for an account manager is $67,466, and the average commission ranges from $2,000 to $38,000.

how to get into sales: the sales career path for an account managerhttps://www.payscale.com/research/us/job=account_manager/salary

If you enjoy building lasting relationships, I think an account manager role is an ideal choice. You’ll have to gain customers’ trust, understand their industry, and help them achieve their goals. As the internal go-to, you’ll have direct access to customers and work to maintain those relationships.

Sales Manager Careers

Account Executive (AE)

Once you have some experience in sales, an account executive position is a natural next step.

This role is focused on figuring out prospective customers’ needs. It entails:

  • Giving demos.
  • Running presentations.
  • Educating leads on a product or service.
  • Addressing a buyer’s questions.

You need to figure out exactly what people need to convert and finalize the sale.

If the idea of collaborating with clients to land a huge sale thrills you, an AE role may be perfect. Your performance will be measured on the number of sales you help close.

I should warn you though: As an account executive, you have to be prepared for rejection. You may put in the work only for a lead to change their mind or delay a purchase. Both the rejection and rewards can be big.

Account Executive (AE) Salary

The average base salary for an account executive in 2024 is $86,000, and commission can range from $4,000 to $53,000.

the career path for a sales account executive https://www.payscale.com/research/us/job=account_executive/salary

I’ve learned that resilience and the ability to foster relationships are crucial to succeed as an account executive. You will need experience in an entry or mid-level sales role before making the jump to this position.

As a marketer, I can confirm that you may also need to collaborate with the marketing team to manage personalized materials or content for leads. A background in cross-functional collaboration is helpful for landing a job as an account executive.

Regional Sales Manager

Regional sales managers oversee the sales reps in their district, including SDRs, inside and outside sales reps, and account managers. They’re responsible for developing strategies to meet company sales goals.

People in this role need to be great at monitoring and motivating salespeople. They must have the skills to lead a team, dig into the details, and analyze sales data.

Some tasks you may find yourself doing as a regional sales manager include:

  • Creating reports.
  • Introducing new products to your team.
  • Developing creative ideas to attract leads.
  • Coaching and training new sales reps.
  • Hiring and firing team members.
Regional Sales Manager Salary

With more responsibilities, compensation for this role is higher than an AE position. According to Glassdoor, the average base salary for regional sales managers is anywhere from $75,000 to $131,000 per year. For commission, PayScale reports an average range of $5,000 to $51,000.

how to get into sales: the career path for a regional sales manager https://www.payscale.com/research/us/job=regional_sales_manager/salary

A regional sales manager job may be right for you if you’ve been in a sales position for more than three years. You should have some managerial experience and understand what it takes to bring in new customers.

If you’re lacking some skills required for this role, I’d recommend asking your manager or a mentor what you can do to expand your skill set. Get feedback on any projects or volunteer opportunities, and use it to grow into the leader you want to become.

Sales Operations Manager

If running an internal team is more attractive to you than managing customers, a sales operations manager may be your speed. This position requires software, data analysis, and leadership skills to support a sales team. The aim is to make sure the sales team is running smoothly by minimizing friction in the sales process.

You need experience using technology to simplify and automate sales operations, as well as the skills to organize and analyze data. You’ll then need to identify areas for improvement and help train the team on new processes. On a basic level, you help others achieve their goals.

Sales Operations Manager Salary

The average base salary of a sales operations manager is between $70,000 and $118,000 per year, and commission ranges from $4,000 to $32,000.

the sales career path for a sales operations manager https://www.payscale.com/research/us/job=sales_operations_manager/salary

Part of a sales operations manager role is working with senior leadership to solve issues within a sales department. You may have to meet with customers and senior executives to get to the root of a problem. If you love solving for specialized needs and optimizing processes, you’ll likely excel in this role.

Sales Engineer

In my opinion, a sales engineer is one of the most unique roles in the sales career path. Sales engineers use a combination of technical engineering skills and business acumen. They’re responsible for increasing sales and profit by understanding what customers need. They work with the product, engineering, and sales teams to develop a solution.

This role is also known as “systems engineer,” “pre-sales support,” or “field consultants.” People on this career path have an engineering background and experience working with customers.

If you want to get into sales engineering, I’ll bet you enjoy mixing complex technical knowledge with superior people skills. In my work experience, this combination can be rare. Sales engineers enjoy a higher median compensation than other sales positions.

Sales Engineer Salary

The average base salary of a sales engineer is $112,488. The average commission can range from $6,000 to $44,000 per year.

how to get into sales: the sales engineer career pathhttps://www.payscale.com/research/us/job=sales_engineer/salary

Most companies look to hire a sales engineer with five or more years of experience. To take this step in your sales career, you should be able to drive the company’s product and sales direction.

You must communicate with customers to understand their technical needs, collaborate with the engineering and product teams on solutions, and provide guidance on technical questions.

Sales Executive Careers

Director of Sales

Sales directors work with managers to set quota goals, develop strategies, and hire exceptional reps. People in this position are responsible for creating a vision for salespeople to follow. They then communicate company directives to the team.

To become a director of sales, you need to show a history of strong sales performance. Your region and reps should show a pattern of growth. Further, your leadership skills should inspire your team to grow beyond their responsibilities.

Experience in marketing and customer satisfaction is key to this role, as you’ll be asked for new marketing tactics to attract customers. As a manager, you’ll likely be responsible for hiring and firing employees. You’ll also need to know how to lead training sessions, coach poor performers, and represent management.

Director of Sales Salary

The average base salary for sales director roles is between $101,000 to $174,000. The average commission is between $7,000 and $68,000 per year.

the career path for director of sales https://www.payscale.com/research/us/job=director_of_sales/salary

I think you’re ready for this role if you’re a sales manager who forecasts like no other. This is especially true if you notice gaps in the sales process and know what it takes to fix them.

VP of Sales

An expert in sales and leadership can rise to the vice president of sales position. This executive role works on a large national or regional scale. VPs supervise sales managers and ensure company sales strategies are properly rolled out.

To reach this point in your sales career, you need the skills to help your team and company scale. This includes creating revenue reports on a monthly, quarterly, and annual basis. You need to stay on top of trends, develop strategies to increase efficiency, and communicate with executives and the board.

The increase in responsibilities comes with an increase in compensation. You’ll be evaluated on the performance of your team and earn a commission when they meet or exceed goals.

VP of Sales Salary

The average base salary of a VP of sales in 2024 is between $126,000 to $226,000 per year. The average commission ranges from $10,000 to $100,000.

the career path for vp of sales https://www.payscale.com/research/us/job=vice_president_(vp)%2c_sales/salary

According to Glassdoor, 44% of people in a VP of sales position have five to seven years of experience. Further, 29% have more than eight years, and 27% have two to four years. If you’re aiming for this role, I suggest you learn what’s required of a VP, shadow a sales executive, and develop your people management skills.

Chief Sales Officer

The chief sales officer is a scarce and competitive role, usually found at large companies. It’s the pinnacle of a career in sales. The position demands highly honed skills in strategic sales, leadership, business development, and revenue growth tactics.

This role often reports to the CEO and advises on how to drive growth for the company as a whole. People in this position work alongside the executive team to develop complex strategies that will yield higher revenue. This includes leading sales forecasting, setting sales targets, and overseeing execution.

The chief sales officer must report results to stakeholders and work cross-functionally to ensure efficiency across teams.

Chief Sales Officer Salary

The average base salary for a chief sales officer role is $204,212. The total pay can be up to $524,552 per year.

how to get into sales: the career path for chief sales officer https://www.payscale.com/research/us/job=chief_sales_officer/salary

Becoming a Chief Sales Officer requires experience at the manager, director, and VP levels. PayScale reports that 80% of Chief Sales Officers fall under the “late-career” and “experienced” levels.

Is a sales career right for me?

So you’re interested in the sales career path but are unsure if it’s the right choice for you? Use the following list to see if these characteristics sum up your personality and ideal responsibilities.

  • You’re self-motivated and enjoy having a goal to reach.
  • You’re an excellent communicator and enjoy talking to people.
  • You’re interested in learning about people and helping solve their problems.
  • Money is a motivator that makes you want to work harder and smarter.
  • You enjoy managing your own schedule and working independently.
  • You want to constantly grow and evolve your skills.
  • You like working with others to build lasting personal relationships.
  • You have a competitive streak that makes you strive for success.
  • You prefer to interact with people in your day-to-day work.

If this list gets you excited to job hunt, then sales may be the right fit for you. Now, you just need to decide how to get into sales. Your education and work experience can determine which role you land, so see where you fit before starting to apply for jobs.

Best Degree for a Sales Career

Education isn’t always necessary to build a fulfilling career in sales. Sometimes, a high school diploma is all you need to get your first job offer.

However, if you’re looking to climb the ladder, a bachelor’s degree is often required for managers. One in four salespeople majored in business, yet 17% never attended college.

Once you get to senior leadership roles, a Masters in Business Administration (MBA) program can give you a leg up. You’ll also learn the skills to run and manage a business.

I learned that the following degree programs are the best choices for a successful sales career:

  • Finance.
  • Economics.
  • Marketing.
  • Business.
  • Management.
  • Psychology.
  • Communications.
  • Public relations.
  • Life sciences (for pharmaceutical sales).
  • Engineering (for sales engineers).

To show what employers look for in each role, PayScale shows the most common degree requirements along the sales career path.

the types of degrees recommended for each sales career role

Beyond formal degrees, you can benefit from joining professional sales associations and organizations. Consider the National Association of Sales Professionals or the National Sales Network.

Those who plan to take on a senior leadership role often go back to school to get an MBA or a graduate degree in a relevant field. If you’re unsure if this is the path for you, check out this quiz by The Princeton Review to see if an MBA program is the right fit.

How to Start a Career in Sales

The Bureau of Labor Statistics projects sales occupations to drop from 2023–2033. However, it also projects 1.8 million sales job openings each year.

I think the good news is that every business needs sales, especially in the service and wholesale industries. Sales roles also exist in nearly every industry at small, medium, and large businesses.

Here’s how to get into sales and kickstart your career.

sales development representative career path: how to get into sales in five steps

1. Figure out what type of career you want.

With so many companies offering entry-level sales jobs, I recommend taking the time to pick the industry that interests you. Research the products or services you’d be selling. Then, consider the company culture and see the career paths salespeople within the company take.

You should be excited about both the short-term responsibilities and long-term career potential.

2. Build and use your network.

The saying “Your network is your net worth” rings true in sales. The more people you know, the more opportunities come your way. See if anyone in your network is on their own sales career journey, and reach out to ask about their experience.

I also recommend joining a professional sales organization and attending networking or webinar events to meet people. Keep an open mind and be intentional with conversations. You never know which connection could lead to an introduction or job offer.

3. Know what roles to look for.

Whether you’re starting your sales career or looking to level up, I advise applying for positions that offer training programs or mentorship.

Sales can be tough. A mentor can make all the difference. Coaching can help you learn after losing a sale. You’ll also build the skills you need for that promotion.

I suggest you take your weaknesses, strengths, and needs into account when looking for roles. You want a company that can help you grow into a sales leader.

4. Do your research to learn about the industry.

You have to understand a product or service to sell it. So, going into a sales job interview without information on the industry won’t get you anywhere.

Show that you know how to educate yourself and customers about an offering. Then, understand what type of customers want to buy the product and are able to build trust with people.

5. Be ready to adapt.

Products change, companies reorganize, and leaders leave. You have to stay adaptable through the ups and downs as a salesperson.

If the product you’re supposed to sell isn’t ready by the deadline, you’ll be the one explaining the delay to potential customers. Resiliency and quick thinking can get you far in sales, so highlight your ability to adjust to change.

Making a Career Change to Sales

Considering a career change to sales from another field? Lucky for you, entry-level sales roles don’t often require specific degrees or experience. The skills you gain from a job in finance, marketing, public relations, or customer service can be enough to convince employers you’re right for the role.

I was curious to hear from someone who got into sales from another career, so I talked to Guilherme Marques, a former management consultant who pivoted to tech sales.

“During my time at the consulting firm, I developed field sales enablement programs for clients in the pharmaceutical wholesaler and pet food industries,” Marques recalls. “I also redesigned inside sales processes and created an automated inbound lead qualification system for a fintech company. These experiences sparked my interest in moving into sales.”

Leaning on his transferable skills, such as process design and client management, Marques landed a position in sales operations at Google. From there, he transitioned to a sales executive position at Semantix, a data platform provider. He’s now pursuing his MBA to strengthen his position in sales in a global context and plans to return to a global tech company.

I was inspired by Marques’s transition into a sales career, so I asked him to share his best tips for anyone else who wants to know how to get into sales from another career.

Focus on transferable skills.

To make the switch, you need to research the roles you’re after to find what the hiring managers want. They look for candidates who are great at communication, relationship-building, and problem-solving. Show that you can work independently, stay organized, and be self-motivated.

“When pitching yourself, focus on how you will contribute to the sales organization,” says Marques. “Identify your competitive advantage. For me, it was my consulting skills and continuous improvement mindset.”

Build a network.

Relationships are everything in sales, no matter what type of sales role you’re pursuing.

Marques also emphasizes the importance of relationships and networking. “In sales, it’s crucial to self-promote and build a network of advocates within the company to support your transition,” he says. “This is how I successfully moved into a sales executive role.”

Consider the salary.

Make sure to consider the type of compensation as well. If you’re coming from a role with a steady paycheck, a pure commission salary may seem too stressful. You can ease into sales with a hybrid base pay plus commission salary. You can then prove you have what it takes while giving yourself some wiggle room.

A core set of skills and the ability to sell yourself can get your sales career started. But what about the people who advise you to stay away from sales? Let’s break down the pros and cons so you can decide for yourself.

Why Sales Is a Great Career

Like most careers, sales has both positives and negatives. The negatives can be tough to handle: performance-based payment, continual rejection, repetition chasing leads, and poor reputations.

So why is sales a good career?

sales development representative career path: sales career advantages

1. Sales drives company growth by bringing in customers.

Sales is essential to converting customers and growing a business. Of online buyers, 75% want to receive a call from a salesperson. Additionally, salespeople who reach out to potential buyers within an hour of receiving a query are seven times more likely to qualify the lead than those who wait 24 hours or longer.

You can be the one to create a positive sales experience for customers by listening and providing relevant information.

2. Your income is based on effort.

The more work you put in, the greater your reward. And there are very few careers that leave room for massive income potential like sales. You do have to hit quotas or revenue goals, but you also get rewarded for meeting those goals. (Think bonuses, commission, trips, swag, prizes, and more).

While you may not be bringing in the Benjamins early on in your sales career, the earning potential increases with your experience. PayScale found that commissions for sales careers vary between $2,000 to nearly $180,000. Monster shares that certain sales commissions reach into the millions.

3. You gain in-demand skills.

Salespeople learn soft skills like persuasion, communication, creativity, collaboration, flexibility, time management, and customer service. I’ve found these abilities are invaluable to any career, including sales.

Need a hint on which soft skills to focus on? A survey by SHRM found that 42% of HR professionals and hiring managers agreed that problem-solving is one of the top three soft skills they are focusing on developing in their organizations.

4. Sales is good for working remotely.

More than half of the U.S. workforce works remotely part of the time, and 27% of employees were fully remote in 2023. Sales is no exception. Research from HubSpot found that 71% of salespeople in the U.S. work hybrid while 10% are fully remote.

sales development representative career path: percentage of sales jobs that are hybridhttps://blog.hubspot.com/sales/hubspot-sales-strategy-report

Best Practices for Finding a Sales Job

best practices for finding a sales job

1. Maintain a positive mindset.

Number one, and possibly the most important of all, is to maintain a good mindset. This includes staying positive, setting attainable goals, rewarding yourself, and repeating the process.

Maintaining a positive mindset also extends into the field. Learning to stay collected in the face of challenges increases productivity and improves morale.

2. Take the initiative on research.

There are many websites and books on finding the best sales career path, and I think all should be considered. Look into what you want to sell, what type of sales, and what types of pay structures there are for the different fields.

Research helps you to compile a series of questions to use during an interview. I’ve found this gives you a possible advantage over others and shows that you’ve done your research.

3. Stay connected with hiring managers.

In my experience, it’s important to stay in contact with all prospective hiring managers. A phone call to check on the status of your application and to ask follow-up questions can go a long way. But today, there are many other means to stay connected:

  • LinkedIn.
  • Facebook.
  • Twitter.
  • Indeed.

There are so many other options out there to stay connected and increase your chances of landing that dream sales position.

4. Be an active listener.

True that it sounds cliche, but I believe active listening plays a very large part in your sales career from the beginning. Listening to what’s being said deeper than what’s on the surface brings up questions that build rapport.

Having an excellent rapport through the interview process shows exemplary communication skills. You’ll show the hiring manager that you will be able to ask hard questions. Hearing what the needs are and building a solution to those needs is the foundation of a sales career.

5. Cultivate good time management skills.

Being punctual throughout the interview process shows good time management skills, which are extremely important in sales. I recommend you show up early for interviews and submit any documents in a timely fashion to illustrate this skill.

In sales, being punctual and mindful of deadlines and timeframes are important keys to a successful career.

Sales Career Resources

You now know the ins and outs of a career in sales. I don’t know about you, but I personally feel like the opportunities within a sales career are endless. I also believe that many transferable skills are beneficial to a sales role, making it easier than I thought to transition into a sales career.

Ready to apply for your first role? As you start your path and land that sales job, take time to learn how to close your first sale, become an effective sales manager, and explore your options for digital sales roles.

Just remember to continue learning, growing, and expanding your skillset, and you’ll be on the path to a successful sales career.

How to Build a Business Development Strategy: 8 Highly Effective Tactics [+ Template]

Developing a business development strategy? I’ve had a close-up view of how many different companies approach “biz dev” — and witnessed wildly different approaches.

When I worked at a marketing agency, everyone played a role in business development and could bring in a new client. For many of the SaaS clients I support now, sales and marketing departments take ownership of different parts of the business development funnel. Some companies heavily favor in-person networking and events, while others focus heavily on automation.

There isn’t a right or wrong — business development can look very different depending on company size and industry. Whether you have a team of one or 100, you need a business development strategy to orient everyone toward a unified game plan and goals.

Free Download: Sales Plan Template

Table of Contents

While I’ve seen some companies use “business development” to describe lead generation, it’s, in fact, much broader. Business development is the process of strategically growing a company’s business through product and market positioning, partnerships, marketing, and sales. That process includes marketing, lead generation, and sales, but none of those components on their own constitute a business development strategy.

Business development requires both one-to-one and one-to-many approaches. Marketing is the one-to-many approach that reaches potential customers through mass communications and advertising. Once leads are generated, sales takes the lead with a one-to-one approach.

Referrals and retention are also important for business development, making sure that customers return year-after-year and tell their friends and peers about your business.

business development funnel

Who is responsible for a business development strategy?

In my experience, everyone. While many successful companies have a dedicated sales team or business development representative, I’ve found the most growth-oriented companies are the ones that give everyone a stake in building the business.

Gabrielle Blackwell, sales leader at Common Room and co-founder of the Women in Sales club, agrees.

“When it comes to generating pipeline across the board, it’s everyone’s responsibility. In companies who [have] a developing pipeline and a quality pipeline, I’m seeing them have a cohesive effort across the board where everyone shares a pipeline number, and everyone understands the responsibility around that,” Blackwell says.

Because everyone is responsible, every department should contribute to planning and executing a business development strategy.

Benefits of a Business Development Strategy

Creating a strategic plan for business development unites everyone on the same page and brings you closer to your goals. Here are the top reasons to build (or revamp!) a business development strategy.

1. Grow your business.

Of course, the main purpose and primary benefit of a business development strategy is growing your client base, accounts, and ultimately, revenue. A comprehensive business development strategy gives you a roadmap to bring in new customers and increase revenue streams.

2. Unify your team and allocate resources.

In a company where business development is shared across positions and departments, teams may have very different ideas about how to bring in new customers. Creating a company-wide strategy aligns your team around a unified vision, goals, and tactics.

A business development strategy also lets you allocate the appropriate budget and team to achieve your goals. Overall, a strategic focus makes it a better place to work. I’ve worked at companies with unrealistic, inconsistent, or no strategy — and it isn’t fun. Fewer siloes, increased collaboration, and a unified vision improve the culture.

3. Make data-driven decisions.

Last, a business development strategy lays out goals and key performance indicators (KPIs) that can measure your progress and achievement. With your strategy document as a touchstone, you can know your numbers and make data-driven decisions that help you measure, and reach, success.

How to Create a Business Development Strategy

While you may be tempted to jump straight into tactics, pause first to contextualize who you are, who your audience is, and your unique market. Otherwise, you risk investing your time and money in a faulty strategy. Here’s what every business development strategy should include — and don’t forget to grab the business development strategy template at the bottom.

1. Know your audience.

I’ve talked to many, many startups and small businesses who say they aren’t sure who their ideal customer is, or that their product or service is for everyone. I’ll tell you right now that it will be very difficult for you to market your business without a crystal-clear vision of who you serve and their daily needs.

Use your team’s industry knowledge to sketch out a portrait of your ideal customer. Then, validate and expand your knowledge with market research, focus groups, and buyer personas until you have a full picture of your audience’s challenges, needs, and wants.

2. Identify your positioning.

Ideally, your business already knows your market position and unique value proposition (UVP), a short statement that sums up your messaging and market positioning in one concise sentence. Here’s an example of a UVP for an accounting business:

“We transform financial chaos into strategic growth by delivering streamlined processes and actionable financial insights so you can grow your startup with confidence.”

Including your positioning and UVP in your business development plan ensures that everyone is on the same page with your messaging and audience so they can effectively sell and pitch the business.

positioning template

Source

3. Identify growth opportunities.

Next, describe the current state of your business and market. According to Blackwell, every company should know where they currently stand and where they can grow. “You need to answer, ‘Where are we going? Where have we been? What is the delta (gap) between the two? One year from now, what about our current state might be the reason we don’t hit our numbers?’”

Be honest about your weaknesses — a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) can be helpful to analyze the current state. Use this analysis as an incentive and driver for a change in strategy.

4. Set SMART goals and KPIs.

Next, set goals for your business development and attach key performance indicators (KPIs) to each of these goals. For example, one goal could be to increase leads while another could be to improve your close rate.

Remember to use the SMART goals framework (Specific, Measurable, Achievable, Relevant, Timely) to set specific and realistic goals. So, instead of a fuzzy goal like “double our business this year,” try something like:

  • Goal: Increase new accounts by 25% in 2025
  • KPIs: Total new leads, win rate, average deal size
  • Goal: Position the firm as a thought leader by growing local or regional speaking engagements by 50% in 2025
  • KPIs: Number of speaking engagements, podcast/webinar guest appearances, op-eds, and media interviews

Remember that while activity like the number of sales calls can speak to effort, it doesn’t speak to effectiveness. Instead look at what’s actually working.

5. Build an action plan.

Next, build an action plan around your goals. This is the trickiest but most critical part of a business development strategy. Under each goal, map out:

  • Tactic(s)
  • Goal it supports
  • Timeline
  • Responsible party
  • KPIs
  • Reporting cadence

Blackwell describes how an implementation plan gives a roadmap to move from strategy to action: “You can break out each of the different objectives based on which team is the best suited to accomplish it. It can be mapped out by phases, like phase one, phase two, etc., to roll a strategy out throughout the year.”

Blackwell notes that teams should know who’s responsible for what, the key deliverables, and major deadlines. Then, “identify what are the KPIs and, if we’re not hitting them, who needs to be consulted and what might be getting in the way?” Blackwell says.

6. Manage your pipeline with a CRM.

I’ve learned the hard way that it’s difficult as a business owner to manage a business pipeline on spreadsheets and Gmail alone. You need a customer relationship management (CRM) platform to effectively execute and measure a business development strategy.

Look for a CRM where you can view your pipeline at a glance, reach out to prospects, and analyze your KPIs. The best CRMs aren’t just a directory of contacts — they use data and AI to create real-time insights to guide business development teams to better outcomes.

“What we need to do is to close the gap between insight and action for sales,” says Blackwell. “We need to unify all these different data signals in one place so we can focus on highly targeted, highly tailored messaging and activities to reach relevant people based on their propensity to buy.”

According to Blackwell, companies are growing tired of tool bloat and want fewer tools to manage business development. Our own research found that 45% of sales pros are overwhelmed by the amount of tools in their tech stack. One powerful tool can help marketing and sales work in tandem and remove barriers to business development.

7. Implement, monitor,and adapt.

Finally, your business development strategy should create a framework for continuous improvement. Is there a dashboard where leaders and teams can view key metrics in real time? How often will you evaluate and potentially change your tactics based on what’s working and what isn’t? Then, envision a meeting structure that will facilitate accountability for your goals.

“I like people to have either a weekly or monthly meeting with their teams, depending on their sales cycle,” recommends Deb Feder, a business development and coach.

“It’s important to have a list of categories you’re going to check in on every single week, like dollars in and out, new clients signed, open opportunities, and loose ends you need to follow up on. It gives you that little edge when you pause and reflect on what’s happened, what’s coming next, and what your plan is to move forward.”

Top Business Development Tactics

Looking for the best tactics to add to your toolbox this year? Consider these business development tactics to give your brand both visibility and credibility.

most effective sales channels, top business development tactics

Source

Networking

Networking isn’t just exchanging business cards and awkward introductions (although I’ve done plenty of that!). It’s about forming relationships and showing that you’re listening, not just selling.

“At the core of business development is building trusting relationships,” shares Feder. “They want to hire you because they want to trust that whatever the work that you’re being brought into to do will be done with quality in a way that makes them shine internally.”

Networking doesn’t have to be in a group setting: It can be one-on-one with industry contacts, past coworkers, and even current clients to build relationships and gain information about future business opportunities. It can also take forms of social selling on networks like LinkedIn.

Referrals

I always say that your best salespeople are your current customers! Research has found that referred leads have a 30% higher conversion rate, a 16% higher lifetime value, and a 37% higher retention rate. Don’t wait for this to happen organically; instead, build a referral program to intentionally ask for — and incentivize— referrals from happy customers.

Sponsorships, Trade Shows, and Events

Sponsorship is essentially buying access to an audience, whether that’s a podcast, a newsletter, or a tradeshow. I love this tactic because you bring your message straight to a highly targeted audience. A digital sponsorship gains visibility for your brand, while hosting a booth or attending events as a sponsor gives you the chance to interact with prospects and communicate your value in person.

Cold Outreach

Cold calls and emails are still a core part of a business development repertoire. Create a plan for reaching out to buyers in your target industry and area and qualifying leads. Your business development strategy should cover who is responsible, outreach cadences, and messaging strategies.

Like networking, you need a strategy for what to say. “You want to build out a very specific conversation plan, start by listening, and then share your expertise and authority in the space to show, rather than tell, that you’re the best fit,” says Feder.

Build sales playbooks and scripts to give your reps the best chance of success. Hint: The Sales Cadence Template in our Sales Plan Template is a great starting point!

cold outreach templates

Source

Thought Leadership

When I talk to prospective clients, they want to know that I have the expertise and ability to bring change for their company. The best way for me to do this at scale is through thought leadership. Every time I post on LinkedIn, speak at an event, or appear as a guest speaker on a podcast or webinar, I build credibility with my peers and target audience that will hopefully spark someone listening to want to hire me.

Free Trials, Audits, or Consultations

Offering a free audit, assessment, or consultation is a great way for services-based organizations to connect with potential clients and demonstrate their expertise. The hope is that the return on business development will justify the tradeoff in unpaid time.

On the product side, a free trial or product walkthrough gives potential clients a tangible experience with your product, with support and guidance from a sales rep.

Strategic Partnerships

Partnerships are another tried-and-true business development tactic. Look for a complementary business to yours with whom you can partner to cross-sell across both audiences.

Upselling and Cross-Selling

Business development isn’t just about bringing in new clients. Upselling and cross-selling your current clients can grow your business from within. Our Sales Trends report found that 72% of a company’s revenue comes from a company’s current customers, including 21% from upselling.

upselling and cross-selling for business development

Source

Business Development Strategy Example

I understand that building a strategy from scratch may seem overwhelming. That’s why I created a business development plan template so you can see it in action. Learn from the business development strategy example below, adapt this plan, and make it your own.

Target Market

Industry Focus: Small to mid-sized businesses in retail, professional services, and technology. These businesses typically have 10-100 employees and annual revenues of $1M-$10M.

Challenges:

  • Keeping up with tax law changes and compliance requirements
  • Inefficient financial processes leading to cash flow issues
  • Lack of strategic financial guidance to scale operations
  • Difficulty integrating accounting software with other business systems

Needs & Objectives:

  • Improve financial visibility and control
  • Reduce tax liabilities and enhance compliance
  • Free up time to focus on business growth
  • Utilize financial data for strategic decision-making

Market and Growth Analysis

The accounting services market is projected to grow from $660.65 billion in 2025 to $800.68 billion in 2029 at a CAGR of 4.9%. Factors driving demand include increased regulatory complexity, the rise of cloud-based accounting solutions, and a growing need for strategic financial advisory services.

Our firm has an opportunity to differentiate itself by focusing on digital transformation, automation, and industry-specific advisory services. The primary competitors are traditional firms that rely on outdated, manual processes and lack a proactive approach to financial consulting.

SMART Goals & Execution Plan

Goal 1: Increase Monthly Recurring Revenue (MRR) by 20% in 12 Months

Tactics:

  • Launch tiered accounting service packages targeting SMBs
  • Implement referral incentives for current clients
  • Attend 10+ networking and industry events per quarter
  • Launch an email and call outreach strategy for inbound prospects

Timeline: Q1-Q4

Responsible Party: Business Development Manager

KPIs: New clients onboarded, percentage increase in MRR, lead-to-customer conversion rate

Reporting Cadence: Monthly revenue review meeting

Tools: HubSpot Sales Hub

Goal 2: Generate 50 Qualified Leads Per Month Through Digital Marketing

Tactics:

  • Optimize website for SEO with industry content
  • Run targeted LinkedIn and Google Ads campaigns
  • Publish bi-weekly thought leadership blogs on tax strategies and financial planning
  • Place sponsorships and guest content in local business and financial newsletters, podcasts, and webinars

Timeline: Q1-Q4

Responsible Party: Marketing Manager

KPIs: Organic website traffic, ad click-through rates (CTR), lead form submissions

Reporting Cadence: Weekly digital performance review

Tools: HubSpot Marketing Hub, LinkedIn Ads, Google Ads

Goal 3: Improve Client Retention Rate by 15% in 12 Months

Tactics:

  • Introduce quarterly financial strategy check-ins
  • Offer exclusive client webinars on tax law changes
  • Implement an automated client satisfaction survey and feedback loop

Timeline: Q2-Q4

Responsible Party: Client Success Manager

KPIs: Retention rate, Net Promoter Score (NPS), upsell/cross-sell revenue

Reporting Cadence: Quarterly client engagement review

Tools: HubSpot Service Cloud

Grow Your Business with a Business Development Plan Template

There’s no right or wrong answer to which tactics you choose to use for biz dev — in fact, sometimes an unusual approach can help you stand out in a crowded market.

What does matter is that you bring intention into your strategic planning process. Involve all departments in planning your business development strategy, use data to inform decision-making, clearly delegate roles and responsibilities, and create a framework and KPIs for accountability.

Look for a CRM tool that can unify marketing, sales, and service into one platform so you can track progress toward your goals all in one place. There’s no better day than today to get serious about growing your business!