John Whitehead was a former co-chair at storied Goldman Sachs. Among the many contributions at the firm was the set of rules he wrote for his fledgling “new business,” or sales department, back in the 1950’s, shortly after he made partner.
Less is More -- everyone has heard this old adage. In sales, this definitely rings true. I just wrapped up a sales meeting with a sales rep who did a great job describing all the features of their product and also introduced a few benefits, but a true connection, moving the relationship and accordingly the opportunity to the next level wasn’t made. If the customer or prospect is taking time out of their busy day, they are interested but they also want you to be interested in them.
“It’s SaaS – it sells itself”.
One of the biggest misconceptions is that SaaS products are so easy to use and so easy to deploy that they sell themselves. In enterprise sales, this is definitely not the case. Even with early viral growth, SaaS products do not sell themselves. It’s strong enterprise sales that is the foundation for capturing market share.
Getting your product built or your service ready for market is just the beginning. The next hurdle is to identify who will buy what you’ve created. One of the most important aspects of launching a new business is identifying your target market. Understanding the needs, wants, wishes, desires, and emotions of your customers and prospects so you can win them, keep them and sell them more.