What it sounds like
It's common for a consultant to tell me they specialize in round B companies, or whatever round it is. I don't work in that world, so I don't really know that language. They'll talk about burn rates, the deck they're using for fundraising, and growth over profitability.
A lot of that is foreign outside of that world.
Most businesses aren't startups
Look at who's actually out there. According to the SBA Office of Advocacy's 2024 Frequently Asked Questions About Small Business, there are 34,752,434 small businesses in the United States. They make up 99.9 percent of all businesses and employ 45.9 percent of American workers, about 59 million people.
Most of those owners have never pitched a venture capitalist and never will. Profit isn't something to put off for later. It's how they make payroll.
Speak your client's language
There's nothing wrong with that vocabulary if those are the clients you want. But if you want to be open to clients everywhere, a lot of that language won't translate. Keep it in mind, and talk to each prospect in the terms their business actually runs on.
If you want to meet more of those clients, book a networking chat.