Let’s start from the beginning. You get a notification that Roman from company XYZ is scheduling a demo meeting with you. It means you have a warm lead for your SaaS!
What should you do next?
Check Roman on LinkedIn, check what his company is doing. Prepare questions for Roman. Remember that in the beginning Roman doesn’t know anything about you, your SaaS, and your company.
Instead of pitching Roman how great is your company and solution, start from the agenda, and ask him:
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Why he decided to meet with you.
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What he expects from you after this meeting.
Qualification with BANT
You got the answers — it seems that he might be a qualified lead. Next step is to check during the conversation if he meets BANT requirements (Budget, Authority, Need, Timeline).
Start the conversation
It’s important to highlight and mark it a conversation.
In a good conversation, both parties speak more or less the same.
But in a good sales conversation, the customer speaks for 70–80% of the time and the sales rep is listening and asking questions.
Asking the right questions
That means, as the 3rd question, you should ask him:
Why he is looking for such a solution? – To deep digger where lays real “WHY” and real need.
For example, if you schedule a meeting with me, I ask you the following questions during our conversation:
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Do you want to enter the Polish B2B market? – need
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Why do you want to enter the Polish market? – deeper need
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What activities have you had in Poland and what are your plans? – situation
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When do you want to enter Poland – timeline
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How many meetings do you want to have? – budget (I will provide the estimation cost in a quick way to check if there is a fit for a budget)
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When do you make a decision and who will make it – authority.
Understanding your lead
After these questions, I get an understanding that my lead is Sales Qualified.
If it meets part of BANT, I can continue the conversation and start building value for the customer based on the initial information.
Move with SPIN Selling
When you make sure that the customer meets your BANT requirement, try to move with SPIN selling questions during the demo. That methodology really works well with SaaS. You have to get answers about Situation, Problem, Implication, and Need Pay-off.
Try to identify the current situation and problems that your prospect is struggling with.
When you have an answer to Why are you starting to look for this solution? – need 2
Ask about implications
Ask about implication. For example:
Why are these problems so important to you? Can you better explain to me what are the real implications of it?
Present your solution
When you get the clear answer and you understand the situation of your prospect, start talking about your solution. Without these answers, you are unable to navigate a good sales pitch.
When you get the implication and you show some part of the demo that might answer the customer needs, ask him:
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Does it bring value for you and solve your problem? – Need Pay-off
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What is the value for you and how big impact it can have on the organization? – Need Pay-off 2
Check for fit
With these questions, you can check if there is a fit. Customers always try to check if you have a fit and if you understand them and are able to solve their problem.
Build trust
Building trust is essential. They have to answer themselves – “YES YOU ARE IN THE RIGHT PLACE”.
Stay relevant
From time to time, especially when you want to mention some features, ask customers if it brings value for them. If not, skip it. If they don’t see it now, probably they won’t see it in the near future, and they will lose attention if you dig too deep into something that is not interesting to them.
Final pitch and closing
Your demo and your story should let the customer know that you understand him and you can solve his problem. Then you get much closer to the point when you close, so you can ask him if he wants to purchase, or when he wants to start using your software.
Remember the sales process
Remember sales is a process, with many stages, the first ones usually are:
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Problem
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Conception
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Education
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Choosing the Conception
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Purchasing
With a demo you are on point 3 or 4, so the proper design of questions and working on the answers are the key for selling your SaaS.
I am dedicated to facilitating your entry into the Polish market. At Architecture of Sales, my team and I are committed to enhancing your visibility and boosting sales in Poland through the following strategies:
- Market Validation Activities - We conduct comprehensive market research, analysis, SWOT assessments, competitor evaluations, and direct customer interviews to validate your market approach.
- Lead Generation - Utilizing both outbound and inbound methods, including various Sales Development Representative (SDR) prospecting techniques, we generate high-quality leads to drive your sales pipeline.
- Sales and Marketing Support - Acting as your local sales and marketing department, we adeptly represent your brand to customers, providing comprehensive support to strengthen your market position.
- Business Partner Identification - Whether identifying a local partner or developing an effective affiliate program, we assist in establishing valuable collaborations to optimize your market presence.
While our primary focus is on B2B SaaS companies, we are also open to collaborating with hardware-selling enterprises. For instance, we have successfully sold SaaS solutions, including ERP systems, to diverse sectors such as manufacturing, construction, retail, IT, HR, and EHS management.
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