The Five-Step Framework for Finding Clients for Your FOAK

A head of procurement at one of Europe’s largest lithium-ion battery manufacturers once told me:

“I got this email from a guy in India with a PowerPoint deck laying out his startup’s technology. The idea seemed interesting, so I forwarded it to our R&D department. Three months later, I was signing a contract with this guy.”

A cold email, sent to the right person, turned into a contract. It happens. But you can’t build your entire commercial strategy on luck.

Every climate tech scaleup finds its own way to clients. Some founders put up a website and wait for inquiries. Others rely on countrymen working in their target companies. Some hire top commercial executives with established networks.

Over the years, I’ve distilled these patterns into a five-step framework for finding your clients—tailored to the realities of FOAK and climate tech.

Step 1. Know your client type: hungry, cautious, or indifferent

Not all clients are equal. In climatetech, you usually meet three types:

The hungry - industries that are undergoing disruption or facing regulatory pressure. Think of the automotive sector racing to electrify. LeydenJar, the Dutch solid-state anode startup, secured three of its top five customers through a simple website contact form.

The cautious – stable, high-margin businesses like utilities, ports, or steelmakers. They could benefit from innovation, but the risks outweigh the rewards. LineVision had to re-engineer its software to meet strict US grid cybersecurity rules before grid operators would even talk.

The indifferent – businesses that use your product but don’t really care which supplier it comes from. Ports buying power. ATOME, a maker of green ammonia, knew this well, as for fertiliser plants, price is king, not how “green” your ammonia is.

Recognising which group you’re selling to will shape your strategy and your patience.

Step 2. Hire your chief commercial officer from the client’s world

One of my former bosses took charge of a thermal power plant that served steel companies. His first move was to hire salespeople straight from the steel industry. Within months, sales rose, debts fell, and the plant reinvented itself around customer needs.

Why it works:

• They know the real pain points.

• They bring warm contacts and a reputation.

• They understand internal politics—whether to pitch the CTO, CSO, or a head of particular department.

Sometimes, the cultural dimension is even sharper. JR Energy Solution, a Korean lithium ion electrode manufacturer, landed early clients thanks to its access to a global network of Korean professionals working in client companies. In industries dominated by one country—like batteries dominated by China—your sales chances multiply if your lead seller knows that world inside out.

Step 3. Leverage your investors’ networks

Investors aren’t just capital providers, they’re connectors. Many growth-stage climatetech investors are ex-corporate managers from the very industries you’re targeting.

Impact funds like Breakthrough Energy have built ecosystems where portfolio startups and corporates regularly intersect. And introductions can also come laterally—from startups in unrelated fields who share investors with you. Corporations rarely stick to one vertical.

The key is simple: ask.

Step 4. Master the cold introduction

If your client is “hungry,” they may find you. But don’t rely on chance.

Pitch sessions and accelerator demo days can work, but only with clients actively scouting for innovation. LinkedIn outreach is cheap and scalable, but don’t expect miracles.

What really works in the B2B space is personal presence. Research your target company, identify the right decision-makers, and find out which conferences they attend. Reach out beforehand and then show up regardless of their reply. Hand them a hardcopy pitch. Suggest a meeting.

Do this consistently, and the first “technical discussion” will eventually become a “commercial discussion.”

Step 5. Be visible in industry media

Interviews, podcasts, and panel talks may feel tiring, but they cut through barriers. Familiarity breeds openness. If someone has seen your name once, they’re far more likely to take your call.

And don’t overthink it. This isn’t a PhD thesis defence — it’s a show. Get your most charismatic person on stage (often, but not always, the founder). Public speaking and media presence are jobs in themselves, but their payoff is massive.

Final remarks

The effort it takes to land first meetings depends heavily on your industry. Some sectors have an acute hunger for new tech. Others will resist until you’ve used every tool available.

Either way, your best marketing asset isn’t a fancy marketing agency - it’s people: the CCO with the thickest address book, the investor with the right boardroom access, the advisor with the credibility to open doors.

Once you’re in the room, the real work begins.