Sell Your Tech Faster in 2026

In 2026, deep tech founders face more selective buyers, tighter budgets, longer sales cycle and higher expectations. Wherever the market is heading, founders need to start selling earlier, use disciplined business development, proven sales methods, and practical tools to turn strong technology into revenue.

Author

Herve Flutto
January 09, 2026

Hi!

Welcome to Sparksense's Newsletter! Every month, I personally bring you insights to fuel your sales strategies, drive business growth, and succeed on your entrepreneurial journey. My focus is clear: to equip you with actionable takeaways. Anticipate valuable advice on prospecting, smart selling, and sealing deals that matter for Deep Tech Entrepreneurs!

This month is about Selling Faster in 2026. The market is no longer driven by experimentation. Buyers are selective, on a tight budget, and with high expectations. At the same time, real opportunities exist for founders who know where to focus and how to sell.

So what does the deep tech landscape in 2026 really looks like? Why now is the right moment to build business development, and explore sales and BD strategies that convert technology into revenue?

Where will Deep Tech head in 2026?   

The global deep tech ecosystem now includes 57,669 startups, growing at 22.2% year over year. Capital is still flowing in Europe, but not everywhere. In 2025, more than $13 billion went into European startups, with AI and deep tech taking a large share. Deep tech now represents around 20% of global venture capital, up from roughly 10% a decade ago. In 2026, investors will back companies that show a clear sales path.

AI adoption continues, but the signal-to-noise ratio is high. Many so-called “agentic AI” platforms are low-tech orchestration layers built on top of foundation models such as OpenAI. They create attention, but little defensible value. Enterprises are aware of this.

What they invest in instead are technologies with real technical depth: embedded AI, simulation software, sensing and quantum sensing, physical AI, complex computation, and infrastructure-grade systems that integrate into existing workflows.
In 2026, buyers expect robustness, integration, and measurable impact

Defense, security, and infrastructure technologies will attract more capital than before.
It’s because governments and large organisations must buy, regardless of market mood.

If we want to put it in one message: Funding is still there. Customers are still buying. Deep tech now needs a credible path to revenue.

Follow Sparksense LinkedIn for weekly updates on Deep Tech Sales.

Why waiting to sell in 2026 is not an option 

Why does execution matter right now? As markets mature, competition increases. Buyers compare more options, shorten shortlists, and choose teams that can clearly explain value, pricing, and use cases. Strong technology alone is no longer enough. This is the moment to build business development.

“Vision without execution is hallucination.” 

— Thomas Edison, an American author and entrepreneur

In 2026, founders who invest early in sales organisation and market access will capture demand while others hesitate. Growth rewards teams that prioritise sales.

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How you can win deals in a tough market

Selling deep tech is not about volume. It is about discipline. Based on our work with 200+ founders, two key steps matter: a robust business development foundation and using the right sales techniques at the right moment.

1. Get your Business Development basics right
Before scaling sales, you need clarity: Who is your Ideal customer? What problem do you solve? Why should they buy now? Our Business Development Tips for Startups Guide focuses on the essentials:

  • Build a clear sales story

  • Make sales a founder priority

  • Set the right goals for your stage (PoC, pilots, or recurring revenue)

  • Avoid traps like demo-selling, event hopping, or over-staffing.

2. Use the right sales techniques
There is no one sales method that fits every deep tech startup. What matters is choosing the right framework for each stage of your sales cycle. In our Sales Techniques Guide, we break down five methods that work well for deep tech:

  1. BANT to qualify fast

  2. MEDDIC for complex deals

  3. SPIN to uncover problems buyers don’t yet articulate

  4. Solution Selling to match your tech to real pain

  5. Sandler to build trust

The sales toolbox we actually see working

  1. Use AI to remove low-value work in the following areas:

  • Prioritise and pre- qualify your leads (Claude x CRM API)

  • Research Key Accounts and prep your sales meeting (Perplexity)

  • Smart follow-up to drive results (Fireflies)

  1. Manage your CRM (HubSpot) to focus your time on deals that can really close: 

  • Engage real decision-makers and stakeholders

  • Document buying criteria and next steps

  • Identify stalled deals early and kill them fast

  1. Execute Omnichannel outreach to engage across multiple touchpoints:

  • Drive Social media presence (LinkedIn, Substack)

  • Run recurring, targeted email outreach (Beehiiv)

  • Prepare impactful in-person meetings at relevant industry events (Sparksense guide)

  1. Leverage data analytics to ensure your time is spent on High Readiness to Buy :

  • Prioritize accounts with real buying power

  • Focus on readiness to buy, not interest alone

  • Follow-the-Money

Let’s discuss your sales ambitions for 2026. Reach out for professional help to define the winning sales strategy for your Deep Tech startup.

Is ChatGPT recommending your Tech? 

In 2026, your potential buyers don’t just Google. They ask ChatGPT, Claude, Gemini, Perplexity, Mistral to compare alternatives, and trust generated answers. That’s why AEO (Answers Engine Optimisation) matters more than classic SEO.

The question is: Can AI systems understand your value and surface you as an answer? HubSpot’s AEO Grader helps you check exactly that.

In 2026, visibility is part of sales. If AI can’t explain what you do, buyers won’t find you.

NanoAR enters Optics market with Sparksense

NanoAR is an early-stage spin-off from the Max Planck Institute that develops nanostructured anti-reflective surfaces for optical and sensing applications.

Like many deep tech spin-offs, the team was initially sceptical about outsourcing business development. The technology was strong, but external BD felt risky.

NanoAR’s team decided to collaborate with Sparksense, and shifted the focus to structured market access and targeted outreach. Early Sales results are changing the perception. NanoAR is now continuing and expanding the collaboration to support its next growth phase.

Let’s meet at industry gatherings

Sparksense stays active in the industry, will we have the pleasure of meeting you at these transformative gatherings!

SPIE Photonics West, January 20-22, San Francisco, USA

Are you a professional in photonics, optics, or quantum technologies? Join us at the world’s largest photonics event and Discover the latest in biomedical optics, industrial lasers, quantum technologies, and more. Together we can network with global innovators, attend plenary talks, and dive into hands-on training with over 50 courses.

Tech Weekend, January 23–24, San Francisco, USA

Tech Weekend is a 48-hour fundraising sprint for pre-seed to Series A founders preparing for their next raise. The program focuses on hands-on sessions with experienced operators and investors for fast, practical feedback and momentum.

Deep Tech Investor Summit (ETH Zurich), January 26–27, Zurich, Switzerland

The DeepTech Investor Summit, co-hosted by UBS and ETH Zurich, brings together over 1,000 participants, including top-tier investors and 100 selected deep tech spin-offs from ETH, EMPA, and PSI. The event is designed to connect visionary founders with VCs, CVCs, family offices, and private equity investors through curated meetings, pitch sessions, and high-level networking. 

Mark your calendar and let's connect at these game-changing events! If you are thinking of going - contact us here or email me directly.

For Entrepreneurs, Trade Shows can become a huge waste of time.

If you are trying to figure out which events are most important to attend, read our Guide.

Want to know more about Sparksense? Let’s talk to find out how we can help take your sales to the next level. Book a call with me today!

Thank you for reading! Wishing you all the best of Sales Successes in 2026! And if you have any questions please feel free to email me directly.

Ride your Wave!

Hervé Flutto,

Managing Director & Founder of Sparksense LLC.

About Sparksense LLC.

With 200 global clients supported over the last 8 years, Sparksense is the trusted Sales Team for B2B Tech Startups. With a smarter outreach, Sparksense’s team of over 30+ advisors has ignited sales for hardware and software solutions across Europe, North America and Asia – thanks to its robust, proven business development skills and relevant market access to decision makers across key industries.

Sparksense, Panoramaweg 15, 5070 Frick, Switzerland