You’ll never become a great accounting tech success story without a grade-A sales team.
That’s the truth of it. Your sales people are there to win customers, convert opportunities and keep prospects flying into your funnel. Without them, you can wave goodbye to those ambitious sales targets and your new Tesla. So, at Journey we realise the critical role that sales plays.
However, there’s a big difference between an effective sales function and a sales department that’s limping like a wounded dog towards its monthly target.
So, what makes you a killer SaaS sales person? In a recent sales consulting session, we went through all the things sales reps get wrong (and how to get things back on track).
Here’s the no-nonsense breakdown and what you can learn 👇
1. You need tough skin in sales: rejection is part of the game
We’ve all been there. You put weeks of work into warming up a prospect, it looks like they’re about to sign on the dotted line, and then they disappear into the ether.
Learn from it, don’t cry over it. That’s a philosophy to have tattooed somewhere visible every time you end up getting let down by your latest prospect.
Sales is about discipline, repetition and your ability to learn, extract and then turn that into value you can bring to your prospect. (Structure matters as much as grit — splitting SDR and BDM roles was one of the biggest wins we saw across our client base.)
You’re gonna get A LOT of ‘no’s along the way: deal with it.
2. Language in demos: get to the point
A demo is a MAJOR chance to make your case for your product. Sales and marketing have done all the hard work to get you in front of this client, with a laptop primed to show off all the latest product features. So, don’t bugger it up before you’ve even started.
Use language that hits home. If it’s not adding value, cut it. Don’t talk in circles, be precise and transparent. Don’t beat around the bush. Show me exactly WHY I need this product in my tech stack and do it as quickly, clearly and simply as possible.
Less is more should be your motto. You’re here to deliver a good demo, not a long demo.
3. Know your client: understand their pain points upfront
If you don’t know what your client wants, you’re shooting in the dark.
Too many reps have meetings booked automatically in their calendar, and the big mistake they make is not calling the prospect in advance to:
- Introduce yourself and your product
- Qualify the prospect as a good fit buyer
- Make a call on whether they’re the right target to invest 30-40 mins of demo time on.
Don’t turn up to demo/meetings blind. Call the prospect the day they book the meeting!
4. Lead qualification: don’t waste time on bad fits
Qualify your leads rigorously to focus on those who actually might buy. There’s no conceivable world where every potential buyer you target will be a good fit. So do your absolute best to sort the good from the bad before you start trying to warm them up as a prospect.
You should know in the first 5-10 minutes if this person is qualified to buy your product. It may be obvious from the get-go that both buying signals and pain points are not identified.
If that happens, finish that demo early.
DO NOT WASTE 40 MINS FIGURING OUT THIS BUYER IS A BAD FIT AT THE END.
5. Address real issues and pain points
Clients have specific problems they need resolving. Whether their pain is slow reporting or a need for real-time data, show them how you solve these precise problems. Don’t just run them through all the generic features and tools the product has to offer.
The JTBD framework does a great job of helping you speak to your prospects’ real needs. What job are they trying to do, what’s the pain connected to it and how can you solve it?
No pain, no gain. You get it?
6. Pitch perfect: stay focused on the client’s needs
Your pitch should be a laser, not a shotgun. Focus on what matters to the client, not showing off every tool and widget that your product can offer.
The good news, you’re gonna practise how you pitch 20-30 times per day. Which means you’re gonna practise it around 100-150 times in a week.
If you’re only picking up the phone and pitching 2-3 times per day, because you’re consumed by emails, you’re doing it all wrong.
Pick up the phone. Get some face-time with prospects. Get talking about your product!
7. Communication: be direct but not a robot
You need to be clear but also show you understand and care about the prospect’s needs. People buy from people, so a bit of humanity goes a long way. But there’s also no point beating around the bush when you’re here to sell.
Key actions you can take:
- Follow up with calls, not just emails.
- Sharpen your pitch. Make it concise and relevant.
- Pre-qualify leads – don’t waste time on those who’ll never convert.
- Get feedback in demos. If they’re not getting it, you’re not selling it.
Bottom line: Understand the client’s needs, be direct in your approach, and don’t waste time on what doesn’t work.
Want to kick your sales into touch?
If you’re reading this and thinking ‘Sh*t, my sales team really needs to up their game!’ then maybe it’s time to come and have a chat with Journey.
We’re the growth marketing experts for tech companies in the accounting space. What we don’t know about sales, go-to-market strategy and scaling up your tech business isn’t worth knowing.
Get in touch and let’s add some polish to your sales shine.
Sales problems in this channel are usually positioning problems wearing a different hat. Two related reads: throwing away the SaaS marketing rulebook and the brand, demand, expand framework.
