In SaaS, is saying “I don’t want to sell you something you don’t need” a good sales strategy?

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JASON LEMKIN

For some sales reps, yes.

For some, no.

It’s definitely time to add more science to the human side of sales and sales operations, but really, it’s early here.

What you’ll find as you scale is different reps have different strengths, and play to those strengths:

  • Some are ferocious closers.
  • Some play a numbers game, and play it well.
  • Some are particularly good at building relationships quickly (here, the “I don’t want to sell you something …” strategy can work >>if<< it’s authentic).
  • Some are really good at the product, really good, and focus on creative uses of your product.
  • Some are really good at solving the decision maker issues.
  • Some are simply really good at building trust, quickly.
  • The best reps do qualify their prospects in similar ways. But not identical ways.

All great AEs are pretty good at most but not all of these. But you’ll end up seeing your Top 25% AEs have pretty different #1 strengths from this list. Help them cater to those strengths.

This isn’t to say you don’t need good training and scripts. You absolutely do, it’s critical.

But in building on that, some great AEs may well find an authentic approach to both building trust and qualifying leads is quickly de-qualifying folks that can’t benefit enough today from your product.

It’s not as crazy as it sounds.

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Published on November 9, 2016
  • Mike

    Qualified or not qualified…..either way is fine, just figure it out quickly. Start-ups need to build their MRR/ARR as quickly as possible by finding qualified opportunities, now. Know your product and know your ideal customer. Develop key metrics as soon as you can to help evaluate the quality of your pipeline and jettison the opportunities that won’t likely close and turn deals needing nurturing over to marketing.

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