Software Sales Tips by Matt Wolach

Sales Tips

Defying Impostor Syndrome in SaaS Sales

In the fast-paced world of software sales, it’s not uncommon for sales reps to grapple with Impostor Syndrome. The fear of being inadequate, especially when educating buyers about their business, can be a daunting challenge. 

Let’s explore how embracing the education aspect of the sales process can not only dispel Impostor Syndrome but also build trust and credibility with potential clients.

Impostor Syndrome in Sales

Impostor Syndrome is a psychological phenomenon where individuals doubt their abilities and fear being exposed as frauds – even if they’re not. This can happen anywhere, but, particularly in areas where they believe others possess more knowledge (even if it’s not true). This feeling can hinder sales representatives from effectively educating buyers about their products and solutions in software sales.

The Perfect DEAL Process

For those familiar with The Perfect DEAL Process, a structured approach to software sales calls and demos, the letter ‘E’ stands for educate. This step emphasizes educating buyers about their businesses, challenges, and potential solutions. The idea is to position software sales professionals as advisors who can help clients improve their businesses.

Why Education Matters

If sales professionals fail to provide valuable insights, buyers may question their expertise and, consequently, their trustworthiness. Additionally, education ensures that clients receive the best value by understanding the potential impact of a product on their business.

Navigating Impostor Syndrome

The key is to focus on specific sections relevant to the product or service. By honing in on the product’s unique features and benefits, SaaS sales leaders can provide targeted education without needing to cover the entirety of their client’s industry knowledge.

Empowering Sales Teams

The article advises sales managers and team leaders on supporting new team members in overcoming Impostor Syndrome. The emphasis is on guiding salespeople to understand the crucial aspects of their product, enabling them to convey expertise and educate clients effectively.

Building Trust Through Education

Ultimately, being an effective educator can generate trust and elevate software sales professionals to the role of trusted advisors. By focusing on specific, impactful aspects of their product or service, sales representatives can demonstrate their value and expertise to clients, overcoming Impostor Syndrome and paving the way for successful sales interactions.


Overcoming Impostor Syndrome is not just a personal triumph but a strategic necessity. By recognizing the power of education in software sales, professionals can transform doubt into confidence, positioning themselves as valuable resources for clients. So, let’s embrace education, dispel Impostor Syndrome, and forge stronger connections with our buyers.