A Guide on B2B SaaS Sales for Technical Founders

Struggling to sell your B2B SaaS product as a technical founder? You're not alone. While building a great product is a significant achievement, selling it to the right audience requires a different set of skills – skills that many technical founders find challenging to master.

At Eleken, we cooperate closely with founders to make sure your product is intuitive and appealing to your users. Sometimes, a well-designed product does sell itself. But unfortunately you can't always rely on it, and marketing and sales are unavoidable parts of growing and scaling your app. Yes, we know. We don't always like it either. But no worries, we've got you covered. Our guide will equip you with the tools and knowledge you need to close more deals and grow your SaaS business.

Understanding SaaS Sales

What is SaaS sales? Why is it crucial for the success of your business? Well, SaaS sales (unsurprisingly) refer to the process of selling Software as a Service products, which, unlike traditional software sales, involve a subscription-based model where customers pay for ongoing access to software hosted in the cloud. In a B2B context, doing sales means targeting other businesses that require your software to enhance their operations. The goal is to effectively communicate how your SaaS product can solve specific business problems, which requires a different approach than selling to individual consumers.

For technical founders, entering the world of sales can be daunting. Many are more comfortable coding than closing deals. However, understanding how to sell is essential. Software as a Service sales present their unique set of challenges. They often include a lack of sales experience, difficulty in translating technical features into customer benefits, and the necessity of adopting a customer-centric mindset instead of a product-centric one. While it's easy to focus on the technical features of the product, it's crucial to translate those features into business benefits that resonate with potential customers.

SaaS sales cycle overview

The B2B sales process can be imagined as a structured cycle that guides potential customers from initial interest to final purchase. Understanding each stage of this cycle is crucial for technical founders looking to navigate the sales process effectively.

1. Lead generation. The first stage involves identifying potential customers who could benefit from your SaaS product. This step is about casting a wide net to capture SaaS leads, often through inbound marketing strategies like content marketing, SEO, and social media, as well as outbound efforts like cold emailing and LinkedIn outreach. The goal is to attract interest and gather contact information, creating a pool of prospects to nurture. Check out our article on customer acquisition if you want to dive a bit deeper. 
2. Qualification. Not all leads are created equal. In this stage, you evaluate which leads are most likely to convert into paying customers. Qualification involves assessing a prospect's needs, budget, decision-making process, and timeline. Tools like CRM systems can help you track and score leads, ensuring you focus your efforts on those with the highest potential.
3. Demonstration (Demoing). Once you've qualified a lead, the next step is to demonstrate your product. This is where you showcase how your SaaS solution can solve the specific problems faced by the prospect. Demos should be tailored to the prospect’s industry and pain points, highlighting the features that are most relevant to their needs. A successful demo not only explains the product but also paints a picture of how it can deliver tangible value to the prospect's business.
4. Proposal and negotiation. After a successful demo, it's time to discuss the terms of the sale. This stage involves presenting a proposal that outlines pricing, contract terms, and any customizations or add-ons. Negotiation may follow, where you address any objections or concerns the prospect might have. Being flexible yet firm on your value proposition is key to closing a deal that benefits both parties.
5. Closing the deal. The closing stage is where the prospect makes a final commitment to purchase your SaaS product. This can involve signing contracts, agreeing on payment terms, and onboarding the customer. It’s crucial to ensure that all details are clear and that the customer feels supported as they transition from prospect to user.
6. Onboarding and retention. The sales cycle doesn’t end with the sale. Successful SaaS companies invest in onboarding to ensure new customers understand how to use the product effectively. This is followed by ongoing support and engagement strategies to retain customers and reduce churn. Customer retention is particularly important in the SaaS sales model, where recurring revenue depends on customers renewing their subscriptions.

Strategies and Tips for B2B SaaS Sales

Focus on designing the right sales funnel, choose the right tools, and don't be afraid to put yourself out there. How to do that, specifically? 

Develop a clear value proposition

A strong value proposition is the cornerstone of successful B2B SaaS sales. It's not enough to have a technically superior product; you must be able to clearly communicate how it addresses the specific challenges your target customers face.

Start by understanding the pain points your potential customers experience and how your product alleviates those issues. For instance, if your SaaS product offers advanced data analytics, don’t just focus on the technical capabilities. Instead, explain how these analytics can lead to faster decision-making, more accurate forecasting, or cost savings.

For example, for many data analysis apps Eleken partnered with, including Data Streams, the understandable data visualization and the ease of use became integral parts of their value proposition and helped them distinguish themselves from the competition.

Your value proposition should be concise, compelling, and customer-centric. It should answer the critical question that every prospect asks: "What's in it for me?" 

Develop a buyer persona and always keep it in mind when tailoring your communications. If you've done your market research right before you actually got to building and designing the app, you should know quite well what it is you're offering. (Otherwise, you might be in for a nasty surprise once you collide with the target market realities.) So, at this point your job is to frame your product’s features as solutions to real problems, and make it easier for potential customers to see the tangible benefits of adopting your SaaS solution. Network and build relationships

In B2B sales, relationships are everything. However, for many technical founders, the idea of networking can be daunting, especially if they are introverted or not naturally inclined toward social interactions. Despite this, building a strong network is essential for finding sales-qualified leads, gaining referrals, and establishing credibility in your industry.

Start by leveraging your existing connections. Reach out to former colleagues, industry peers, and even satisfied customers who might introduce you to new prospects. Attend industry events, webinars, and conferences where you can meet potential clients and partners. LinkedIn is a powerful tool for networking; regularly engage with content in your industry, join relevant groups, and participate in discussions to increase your visibility.

Remember, networking isn’t about making a sale on the spot. It’s about building trust and relationships that could lead to sales opportunities down the line. 

Show don’t tell: use the benefits of clickable prototypes made by Eleken

In B2B SaaS sales, conveying the true value of your product can be challenging, especially when dealing with non-technical decision-makers. Clickable prototypes offer a powerful solution by allowing prospects to interact with your product, experiencing its features and benefits firsthand. Unlike static presentations, prototypes provide a hands-on experience that bridges the gap between technical explanations and real-world applications.

By demonstrating exactly how your software solves specific problems, prototypes help prospects visualize the impact of your solution, reducing misunderstandings and aligning expectations. This transparency builds trust and often accelerates the sales cycle, as prospects can make informed decisions more quickly. Additionally, prototypes can be tailored to address the unique needs of different industries, making your sales pitch more personalized and relevant.

At Eleken, we create intuitive, engaging prototypes that not only showcase your product’s capabilities but also enhance collaboration between your sales, design, and development teams. Using a clickable prototype in your sales process can be a game-changer, helping you close deals more effectively by showing rather than just telling,  just as we did for MyInterview when improving their demo experience. After redesigning their product experience and introducing high-fidelity prototypes into their sales process, they improved conversions and gained a competitive edge among large enterprise prospects, ultimately helping reduce their alarming 90% churn and strengthen overall product adoption.

Make your cold outreach matter

Cold outreach remains a fundamental strategy in B2B SaaS sales, but it requires a careful, strategic approach to be effective. Cold emails and calls are often the first point of contact with potential customers, so making a strong first impression is crucial.

Begin with thorough research to personalize your outreach. Understand the company’s needs, pain points, and how your product can specifically help them. Personalization increases the chances of your message resonating with the recipient. Your email should include a compelling subject line, a brief introduction, and a clear value proposition. Avoid jargon and keep your message concise, focusing on how you can solve their specific problem.

In your follow-up strategy, consistency is key. It’s rare for cold outreach to yield results immediately, so plan a sequence of follow-up emails or calls that gradually build on your initial message. Using tools like LinkedIn, Apollo, and HubSpot can help you manage and track your outreach efforts, ensuring no lead slips through the cracks.

Leverage content marketing

Content marketing is a powerful strategy for attracting and engaging potential customers. In the B2B SaaS space, educational content that addresses common pain points can position your company as an authority and drive inbound leads.

Start by creating a content plan that includes a mix of blog posts, case studies, white papers, and videos. Each piece of content should be designed to solve a problem or answer a question that your target audience is facing. For example, a blog post on “How to Optimize Your SaaS Sales Funnel” can attract leads who are actively looking for solutions in that area. (That's what we at Eleken are doing as well.) 

SEO (Search Engine Optimization) plays a critical role in content marketing. Ensure your content is optimized for relevant keywords, has strong meta descriptions, and includes internal and external links to boost its visibility on search engines. The more visible your content, the more likely it is to attract potential customers.

Additionally, repurposing content for different platforms – such as turning a blog post into a video or infographic – can help you reach a wider audience. Content marketing is not just about creating content; it’s about distributing it effectively to maximize its impact.

Focus on niche markets

When entering the B2B SaaS market, going vertical and focusing on niche markets can provide a strategic advantage. Niche markets are smaller, specific segments of the broader market that have unique needs your product can address. By targeting these segments, you can tailor your marketing and sales efforts more precisely, leading to higher conversion rates and quicker traction.

For example, if your SaaS product is particularly effective in streamlining financial reporting, you might focus initially on small financial institutions or accounting firms. These businesses are more likely to respond to a product that speaks directly to their needs, compared to a broader, less targeted approach.

To identify potential niches, consider the industries where you have existing expertise or connections. Research their specific challenges and tailor your messaging to address those directly. As you gain traction in a niche market, you can use the success stories and case studies to expand into adjacent niches or broader markets.

Use sales tools and automation

Specific apps are indispensable for scaling B2B SaaS sales efforts. These tools can help you manage leads, track customer interactions, and automate repetitive tasks, allowing you to focus on high-value activities like closing deals and building relationships.

A Customer Relationship Management (CRM) system is the backbone of your sales operations. It helps you organize and access customer information, track interactions, and manage your sales pipeline. Popular CRM tools like Salesforce, HubSpot, or Zoho CRM offer robust features for SaaS businesses, including lead scoring, sales forecasting, and integration with other tools.

Automation tools can further enhance your efficiency by handling tasks like email campaigns, follow-up reminders, and data entry. Tools like Mailchimp or ActiveCampaign allow you to set up automated email sequences that nurture leads through the sales funnel. Meanwhile, sales engagement platforms like Outreach or SalesLoft can automate and personalize your outreach efforts at scale.

By leveraging these tools, you can ensure that your sales process is both efficient and scalable, enabling you to handle more leads and close more deals with less manual effort. And when sales and product experience work together seamlessly, the results can be transformative. Many Eleken clients have seen significant metric improvements thanks to better UX. For example, MyInterview reduced a 90% churn issue, Zaplify doubled activation rates, SEOcrawl grew from 0 to 2K users, and products like Floret, Datawisp, and Aampe secured multi-million funding rounds after redesigning their interfaces with us.

Track B2B SaaS sales metrics and sales performance

Selling your SaaS product becomes much easier when you’re guided by data rather than gut feeling. While many technical founders naturally track product performance metrics, sales KPIs often get overlooked, and that’s where opportunities slip through the cracks. Monitoring the right metrics helps you understand what’s working, what’s not, and where to focus your efforts to accelerate growth.

Here are the core B2B SaaS sales metrics every founder should be tracking:

Monthly Recurring Revenue (MRR)

MRR is the heartbeat of any subscription-based business. It tells you how much predictable revenue you can expect each month. Tracking MRR helps you forecast cash flow, evaluate the impact of new sales initiatives, and understand whether you’re actually growing.

Break MRR down into:

• New MRR – new customers;
• Expansion MRR – upgrades, add-ons;
• Contraction MRR – downgrades;
• Churned MRR – lost revenue from cancellations.

If your contraction and churned MRR consistently outweigh new and expansion MRR, it's a clear signal that you need to rethink your product positioning, onboarding, or support.

Customer Acquisition Cost (CAC)

CAC shows how much you spend to acquire a new customer, including ads, tools, salaries, and outreach. Many first-time founders underestimate CAC, which leads to unsustainable growth. This is the acquisition cost formula. Yet, it is better to use the SaaS CAC calculator, an interactive tool created by Eleken, where you just need to enter numbers, and it will show you how much you're spending per customer.

To keep CAC in check:

• Prioritize high-intent, inbound leads.
• Use automation to reduce manual sales workload.
• Focus on your highest-performing acquisition channels.

Customer Lifetime Value (LTV)

LTV represents how much revenue the average customer generates over their entire relationship with your company. It helps you decide how much you can reasonably spend to acquire and retain customers. Eleken created a SaaS LTV calculator to help you understand the value of each customer. Here is a basic LTV formula behind this calculator:

Ideally, your LTV-to-CAC ratio should be at least 3:1. Anything lower suggests you may be overspending on acquisition or underserving customers.

Sales Cycle Length

This metric shows how long it takes a lead to move from first contact to closed deal. Understanding your sales cycle helps you:

• Forecast revenue more accurately.
• Identify bottlenecks in the funnel.
• Prioritize high-quality leads.

If your sales cycle is unusually long, it may be due to unclear messaging, poor qualification, or prospects not understanding your value. Improving demos, using prototypes, or tightening your ICP can significantly shorten the cycle.

Lead-to-Customer Conversion Rate

This shows the percentage of leads that ultimately become paying customers. For many early-stage B2B SaaS startups, a conversion rate between 1% and 5% is normal, but the key is improvement over time.

If your conversion rate is low:

• Reevaluate your targeting.
• Improve your demo storytelling.
• Strengthen your value proposition.
• Nurture leads with content aligned to their stage in the funnel.

Churn Rate

Churn is the silent killer of SaaS growth. Here is the basic formula. You can also use a churn rate calculator from Eleken to simplify churn rate calculations.

High churn usually means one of the following:

• You’re attracting the wrong audience.
• The product doesn’t deliver enough value.
• Onboarding is too complicated.
• Support isn’t meeting expectations.

Tracking churn early helps you avoid reaching a point where you’re constantly replacing lost customers instead of scaling sustainably.

Tracking these metrics consistently gives you the visibility you need to make smart decisions and refine your sales strategy over time. You don’t need a complex analytics setup; even a simple dashboard in your CRM or a spreadsheet can work at the start. What matters most is building the habit of data-driven sales from day one.

Getting Started in SaaS Sales

The B2B SaaS sales process can be a bit overwhelming. But like any skill, it can be learned. 

Learning the basics

The first step in getting started with SaaS sales is to build a solid understanding of the basics. Fortunately, there are numerous resources available to help you get up to speed:

1. Books:
   • “Founding Sales” by Peter Kazanjy: A must-read for startup founders, this book offers a comprehensive guide to building a sales function from scratch, tailored specifically to SaaS businesses.
   • “SPIN Selling” by Neil Rackham: This classic sales book introduces the SPIN (Situation, Problem, Implication, Need-Payoff) technique, which is particularly effective in B2B sales.
   • “The Challenger Sale” by Matthew Dixon and Brent Adamson: This book introduces the concept of “challenger selling,” which focuses on teaching prospects something new and helping them navigate their own internal buying process.
2. Online courses:
   • HubSpot Academy: Offers a free course on inbound sales, which covers the fundamentals of building relationships and understanding buyer behavior.
   • Salesforce Trailhead: Salesforce’s free learning platform offers various modules on sales, including B2B sales and CRM usage.
   • LinkedIn Learning: Provides a variety of courses on sales techniques, SaaS sales strategies, and more. Courses like “SaaS Sales Essentials” by Robbie Kellman Baxter can be particularly useful.
3. Blogs and industry websites:
   • Close.com Blog: Offers practical advice and tips specifically for SaaS sales teams, including cold emailing, CRM usage, and sales process optimization.
   • SaaStr: Focuses on all things SaaS, including sales strategies, growth tactics, and founder advice.
   • HubSpot Blog: Provides a wealth of articles on sales, marketing, and CRM, with many tailored to SaaS businesses.

Staying updated with industry trends is also crucial. Subscribe to newsletters like Sales Hacker or SaaStr to receive the latest insights directly in your inbox.

Building essential sales skills

Sales is a skill that can be developed over time, even if you’re starting from scratch. Here are some of the key skills you’ll need to succeed in SaaS sales, along with tips on how to develop them:

1. Clear, persuasive communication is essential in sales. Practice articulating your thoughts succinctly, both in writing and verbally. Joining a local Toastmasters group or taking a public speaking course can help improve your communication skills.
2. Active listening is just as important as speaking in sales. You need to understand your prospects' needs and concerns to effectively position your product. Practice active listening by focusing on the speaker, summarizing their points, and asking clarifying questions.
3. Sales often involve negotiating terms, pricing, and contracts. Start by learning basic negotiation techniques through resources like “Getting to Yes” by Roger Fisher and William Ury. Practice negotiating in low-stakes situations to build your confidence.
4. Understanding and relating to your prospects’ problems is key to building trust. Empathy allows you to better position your product as a solution to their specific needs. Consider empathy training or role-playing exercises to enhance this skill.
5. While not traditionally a sales skill, having a deep understanding of your product’s technical aspects is a huge advantage in SaaS sales. If you're hiring a specific person to do your sales (which might be a good idea when you have the means), make sure you provide them with all the necessary information and train them to be proficient with your product. 

Crafting your sales pitch

A well-crafted sales pitch is your ticket to capturing the interest of potential customers. Here’s how to develop and refine your pitch:

1. Understand your audience. Tailor your pitch to the specific audience you’re addressing. For example, if you’re speaking to a CTO, emphasize the technical benefits and scalability of your product. For a CFO, focus on cost savings and ROI.
2. Focus on benefits, not features. While it’s tempting to talk about your product’s features, prospects are more interested in how those features benefit them. For instance, instead of saying “Our software automates data entry,” say “Our software saves your team hours of manual work each week, allowing them to focus on higher-value tasks.”
3. Use a proven structure. A common structure for SaaS pitches is the “Problem-Agitate-Solution” framework:
   • Problem: Start by identifying a common problem your prospects face.
   • Agitate: Highlight the negative impact of this problem on their business.
   • Solution: Present your product as the solution that addresses the problem and alleviates the pain points.
4. Practice and iterate. Practice your pitch regularly, either in front of a mirror, with a colleague, or by recording yourself. Gather feedback and refine your pitch until it’s smooth, confident, and compelling.

Entry-level sales activities

As you get started in SaaS sales, focus on entry-level activities that will help you build experience and confidence:

1. Cold outreach. Begin with cold emailing and calling. Use the templates and best practices you’ve learned to start reaching out to prospects. Track your responses and refine your approach based on what works.
2. Product demos. Start by giving product demos to small, non-critical prospects or even internally to colleagues. This practice will help you refine your demo skills without the pressure of closing a high-stakes deal.
3. Networking. Attend industry events, both virtual and in-person, to start building your network. Even if you’re just listening and learning, you’ll gain valuable insights and potentially meet mentors who can guide you.
4. Feedback loop. After every sales interaction, take the time to reflect on what went well and what could be improved. If possible, seek feedback from prospects or colleagues to further refine your approach.

Seeking mentorship and advice

Finally, seeking mentorship is one of the most effective ways to accelerate your growth in SaaS sales. Here’s how to find and work with a mentor:

1. Identify potential mentors. Look for experienced sales professionals within your network or industry. LinkedIn is a great platform for this—don’t hesitate to reach out to individuals who have the experience and knowledge you admire.
2. Join a sales community. Sales communities like Sales Hacker or RevGenius offer opportunities to connect with seasoned professionals. These communities often host events, webinars, and discussion forums where you can learn from others.
3. Be specific in your requests. When approaching a potential mentor, be clear about what you’re looking for—whether it’s advice on a specific sales challenge, feedback on your pitch, or general career guidance.
4. Offer value in return. Mentorship is a two-way street. While you’re seeking guidance, think about how you can provide value to your mentor, whether it’s through sharing your technical expertise or helping them with a project.

By following these steps and consistently applying yourself, you’ll build a strong foundation in SaaS sales that will enable you to confidently sell your product and grow your business.

How Design Comes Into Play

Design is often a crucial part of the sales process for B2B SaaS companies. Instead of developing custom features for every prospect, showcasing your product with a clickable, customizable prototype can be much more effective. As mentioned earlier with our client MyInterview, a tailored prototype allowed prospects to experience the product’s features firsthand and ultimately led to higher conversion rates.

Building these kinds of prototypes and the full product experience behind them is exactly where our subscription-based model shines. With a predictable monthly flat rate, SaaS companies can scale design without hiring in-house. Our free trial, UX audits (part of subscription), and lightning-fast delivery give clients a strong start from week one, especially when dealing with data-heavy dashboards, AI-powered flows, or geospatial products that require a deep understanding of complex interfaces.

So, if you don't want to swear, trying to explain to potential customers how your product works on stick figures, get in touch with us!