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4 Approaches to Doing B2B SaaS Sales

4 Approaches to Doing B2B SaaS Sales

Learn how to sell effectively B2B saas to other companies and increase your revenue.

4 min read


Mateo Bilbao


4 Approaches to Doing B2B SaaS Sales

Information about the writer

Sales & Marketing head at Scalestack

In this blog, we will cover some of the 10 most efficient ways that people have used when doing B2B saas sales. If you are interested in acquiring or selling this type of service for or by your business, these strategies will surely point you in the right direction.

But first, we will get familiar with the most important concepts that are involved in the process.

What is saas

Saas (software as a service) is software that can be accessed managed and used on the internet. As it is a new technology, it requires a more complex type of selling, due to all the information and options it comes with.

Saas is a service that delivers apps remotely over the internet. It is not physically installable software on machines. Saas can be also known by other names. For example, web-based software, on-demand software, or hosted software.

The function of saas is to transform the software from a product that has been purchased into a service that is rendered: a set of capabilities that you are free to get access to. That product is a commodity that you only have to get once, and then you can download it on any of your devices.

B2B SaaS

Before saas, software to improve business processes was installed on the employees' computers. Those programs had to be manually updated every once in a while, besides the regular maintenance they required. People were limited on storage on their hard drives, and companies had to go through the process of getting personal licenses for every user. That way of software is coming to an end with the appearance of new technologies, like saas, that do not require all these steps and complications.

The companies that have already decided to go with saas, now have their applications living on software providers' servers. This way, the clients are liberated from having to get a license and from hardware limitations. Plus, the maintenance processes are no longer in use, which reduces costs, as well.

4 methods for B2B saas sales

Here is a guide on how to do B2B saas sales in a way that you are less likely to get rejected. Read along if you want to know how to improve your sales skills while selling this service that you can offer.

Curate a small, highly targeted app portfolio

When there are too many apps in a digital marketplace, buyers will quickly become overwhelmed. When that happens, it is not a pleasant experience for B2B saas buyers.

That is why you need to start small with software that is highly targeted to your potential prospects. By curating the choices that your buyers have, you are acting as an expert advisor, and steering them to the solutions that will most effectively address their pain points.

As you evolve your software ecosystem with services that are targeted to different buyer segments, you can significantly increase the revenue generated by your marketplace.

Don’t just sell features. Sell holistic, customer-centric solutions as well

Selling saas requires a different mindset. Instead of ticking off speeds and feeds, sales teams need to put potential buyers, and their challenges, first. That way, a sales rep can identify the best apps, or app bundles, to address these pain points.

When a client understands the importance that they are getting from their applications, a seller becomes a trusted advisor, a key factor in driving future prospects, and deals.

To sell saas effectively, it is essential to listen. You need a thorough understanding of who the customer is, what their business is about, and what their business pain points are. This way, you will be able to find the right solution for your client.

It is also vital to communicate and specify certain numbers, like the ROIs (return of investments) and the TCOs (total cost of ownership) that were saved by the solutions you provided with your B2B saas sales.

Lastly, it is key to become an expert at handling saas objections, like concerns about security or data ownership. In order to be able to do that, you must have full knowledge of the service that you are selling and how to ease those doubts.

Made a model that fits saas selling that your sales teams can adapt to

Incentives are the lifeblood of a successful sales team that delivers. Moreover, the quotas that worked in the age of large, on-premise software deals are not as efficient with saas. If you give your sales team a fixed bonus for every service sold, their focus will inevitably shift to driving sales volume. Nonetheless, this can lead to low activation rates and unhappy clients who never will never get to realize the true value of the saas they have purchased.

What to do in this situation? A most fitting solution would be to use a compensation model that is based on onboarding and activation rates. This way, the sellers will be incentivized to guide customers to relevant solutions that they will actually use. If you decide to go with this strategy, customers will be more likely to understand why your B2B saas offer is crucial to their success, a factor that will boost customer retention.

Go for free trials that are quick

When it comes to B2B saas, making customers jump through a number of stages just to access a trial is a sure way to generate high drop-off rates.

How to avoid this? There is a simple three-step activation that involves light registration (an email address and a password), which has the power to be particularly more inviting. You can keep the momentum going by setting up a series of communications to engage with your potential clients as the trial moves forward.


If you understood what saas is, and how to combine it with B2B businesses, then the strategies will do you good. These ways of selling B2B saas are effective, but you do not have to take my word for it.

It is time you implement these tactics in your business and find out which one of them fits most for your company and your sales team.