They ask thoughtful follow-up questions. They listen to the answers and don’t interrupt customer responses. They ask clear and purposeful questions. The best sellers are very skilled listeners, and they do the following three things: However, Gong research suggests that the golden listen/talk ratio is 57/43. Eventually, the conversation will shift: Customers in the market for your category will come to you and want to know why your product is the best one to buy.ĭid you know that the average B2B seller talks too much? It’s been estimated that a sales rep on a B2B call will speak about 65 – 75% of the time. But you must be ready for an inevitable pivot in messaging. *A word about category creation: If your startup is creating a new category, your initial objective will be to get the word out and explain to customers why they need your product and what problems it can solve. It feels more natural to sell an app since it solves a specific problem, while a platform has many features and uses. This concept can be challenging to work with if you are a platform seller instead of an app seller. While marketing might focus on both the end and the means as a part of a strategy, a seller needs to emphasize how to solve a customer pain point. Kellogg reveals that your prospect’s mindset requires a different approach than we may assume: “A lot of salespeople think that customers buy products, and the answer is no, they don’t –– they buy a solution to a problem.” Your customers are paying for a problem to go away, and your product is a means to an end. Kellogg says, “Get out there on sales calls and/or just listen to them en masse because sales calls are where corporate pitchmanship meets field reality.” Marketers must listen in on sales calls, too, because it can reveal whether the brand message really resonates with the customer or if it addresses their interests and pain points. Getting on sales calls early lets you see what works well with customers and helps you lay the strategic foundation for your first VP of Sales. Even if it isn’t in your comfort zone, it’s a good idea to push yourself and have those conversations with real prospective buyers. As a founder, it’s vital for you to be a big part of sales, especially in the early stages of your company. Sometimes, the best way to learn is by doing. 
SaaStr Workshop Wednesdays are LIVE every Wednesday. In an in-depth workshop, Kellogg shares seven things that every founder should know about results-driven selling. From day one, it’s critical to drive results to impress your investors, acquire customers, and set your sales team up for success.ĭave Kellogg –– Independent Consultant, EIR at Balderton Capital, and author of the Kellblog –– knows a thing or two about successful sales.
One of the most essential things SaaS founders need to get right is their sales strategy.
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