The tech or SaaS sales conversation…fix it with simple sound bites

Tech or SaaS sales conversation planning – a few simple sound bites

The tech or SaaS sales conversation.

A SiriusDecisions study found that 82% of B2B decision makers felt that tech or SaaS salespeople were unprepared for the meeting.

Many salespeople, even the pros, spend too much time on slides and not nearly enough time planning the sales convo.

Inevitably the slides often focus on the tech or SaaS salesperson’s company and solution, which is the wrong information.

Remember, by the time you’re in a sales conversation the prospect has already gathered 70% of everything they want to know about your solution from the web.

Waste not one minute repeating the obvious.

Creating sales convo sound bites

If your offering is complex, like tech or SaaS, you can’t have too many sound bites. Get together with fellow sales people and marketers to create them. Write on a yellow pad or, better, put them into an organized sales playbook, preferably digital so your reps have instant access.

How do I fix the tech or SaaS sales conversation?

So how do we fix this? Create 60-second conversational sound bites that lead the prospect where you both want to go. Some simple conversation planning will go a long way to getting a prospect to commit to the next step, and then the next.

A simple framework that we use is based on the customer’s decision making process. We find that customers want answers to three big questions:

Why Change?

Why Now?

Why Us?


    • Why change?

    What is it about my current state that’s inadequate?

    Sound bite: “Lots of our clients have found themselves in that exact same situation. Their current state was too labor intensive and managed with spreadsheets (or whatever they were doing). What have you seen about our solution that makes you think we might be a good fit?”

    • Why now?

    What will it cost your company to delay fixing this?

    Sound bite: “In one case a client was spending _____ annually on that situation. With our solution they were able to cut their costs by 75% and show positive ROI in the first year. Let’s calculate an average monthly or annual cost of delay, based on an estimated cost of ______.”

    • Why us?

    Sound bite: “We’re having this conversation because you think enough of us, so far, to spend this time with me. What capabilities do you see that we bring to the table?”

    Create sound bites. Experiment with them. Watch your numbers go up.

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    Need to do some B2B sales transformation?

    I’ve carried a bag…sales transformation is not easy

    As a B2B sales leader, you’re wise to avoid the trap of creating a terrific growth strategy without the sales transformation blueprint to drive it. There?s always new thinking, new tools and new messaging for you to consider and put into action.

    As an interim CMO I often get called into client discussions about sales transformation. I’ve carried a bag and led sales teams, so I know that sales ‘transformation’ can be like pushing the proverbial boulder up a hill.?

    But it’s relatively simple if you have a blueprint developed from an assessment.

    Assessment of your current state begins with a gap analysis of these five areas:


    • strategy – what’s the new play?
    • messaging -? what messages will engage our prospects?
    • process – when a lead is identified, what’s our process for engagement and next steps?
    • leadership – what role will sales leaders play and how should they coach?
    • sales development – what training will the team need?

    We can help you get this done in a couple of weeks. You’ll develop momentum and engagement with our assessment, critical factors in B2B sales transformation.

    Learn more about our sales transformation consulting

    We partner with DSG Consulting on these projects

    Website content and all attachments are the property of Harris CMO Partners LLC  2022

    Harris CMO Partners
    Nashville, Tennessee, USA

    Privacy Policy

    vPlaybook success stories

    Why vPlaybook? Time is money.

    Today?s B2B sales rep spends only 32% of their time actually selling. The rest they spend on pulling together presentations, creating emails and phone messages, and staying updated on their products and competitors.

    With vPlaybook you can achieve a 50% faster ramp up time with new reps, 30% increase in sales productivity and an 80% reduction in time spent answering questions by phone and email.

    And accessed instantly by a happier, more productive sales team.

    Learn More About vPlaybook

    Harris CMO Partners

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    Website content and all attachments are the property of Harris CMO Partners LLC  2022

    Harris CMO Partners
    Nashville, Tennessee, USA

    Privacy Policy