Gavin Tye from Sales Market Fit teaches us how to effectively sell and scale in 2021, and how it differs from decades ago.
If we haven’t officially met, my name is Gavin Tye and I’ve been in sales for more than 20 years across many different industries. In 2015, I started at a B2B enterprise SaaS startup where we had a unique value proposition, unlike any other software company in the market. We truly believed the business was going to sky-rocket and I’d joined on the right side of the hockey stick growth all SaaS companies strive for.
Just like most things in life, plans don’t always go according to plan. See the thing is, when you sell anything of high-value (particularly SaaS software), into existing markets where your competition comprises of mostly Fortune 500 companies, the normal rules of sales don’t apply. The fundamental challenge we needed to overcome was, how do we get our ideal customers (mostly conservative government organisations) to see our unique value and want our solution in their business. No doubt similar to your business, we needed to figure out how to overcome this challenging obstacle. Otherwise, the business would fail and my friends would not be able to put food on the table for their families. I shouldered this as my sole responsibility to solve this riddle. What I discovered was life changing…
If we think about it from the client-side, they have access to so much information that by the time they engage with the market, they are almost 70% through their buying cycle and have nearly fully formed ideas on what they want which is understandably influenced by existing technology. This presents a real problem for new and disruptive start-ups, their unique value is being overlooked if they aren’t already on their radar or can’t be found easily.
I figured out after thousands of meetings with clients and applying a continuous learning approach, the only way to overcome this mammoth obstacle is to engage with prospects earlier in their buying journey in order to lead them towards seeing our unique business value over the competition.
I wouldn’t consider myself a typical salesperson, I’m not flashy, loud, or really like the spotlight…I’m actually quite introverted. My problem-solving qualities, deep thinking and being observant, has helped me excel at B2B SaaS sales by not selling. Instead, I help create demand by focusing on highlighting the problems for our target clients in a unique, measurable way, where we are the best option to solve. When you understand how businesses get to their buying decisions and how you can help them along that journey, this new perspective will sit with you forever, accelerating sales within your business.
For me, once I mastered this approach, my length of sale was reduced by up to 75% with an average deal size of over $2 million. More importantly, we were 2 steps ahead of our competitors ultimately winning more deals regularly by helping our future clients through their internal decision making process and giving them the right information, at the right time to maximise our value in their eyes.
For SaaS businesses to not only survive but thrive, we need to learn lessons from other industries, be more proactive, and outthink the incumbent competition. Finding your business’s Sales Market Fit will help you do just that…