Software Sales Tips by Matt Wolach

Sales Tips

How Small Sales Teams Can Beat Big Competitors: A Winning Strategy

It’s common to feel intimidated by big companies with seemingly endless resources. They have substantial funding, established brand names, and an extensive customer base. 

But here’s a secret: many big software companies actually struggle with sales. Let me explain why this happens and how small SaaS sales teams can take advantage of these weaknesses to outperform their larger competitors.

Why Big Companies Struggle with Sales

Big companies, despite their resources, often struggle with their software sales process due to the challenges of managing a large and diverse sales force. Here are some key reasons why this happens:

Lack of Cohesion: In order to excel in software sales, the entire team must be aligned, speaking the same language, and well-trained. Small teams find it easier to achieve this cohesion, while larger organizations often struggle to keep everyone on the same page.

Training and Onboarding: Small teams can dedicate more time to training and onboarding new members, ensuring they understand the sales process. In contrast, larger companies tend to throw new hires into the mix, leading to inconsistencies in sales approaches.

Quality Control: Maintaining a high-quality sales process becomes increasingly challenging as a company grows. With hundreds or thousands of salespeople, it’s difficult to ensure everyone is delivering a consistent and excellent customer experience.

Disjointed Strategies: Larger organizations often comprise individuals from diverse backgrounds, roles, and with varying ideas about how to approach SaaS sales. This can result in a disjointed and ineffective software sales process.

Customer Experience: As big companies expand, the customer experience may suffer. Dealing with them can become frustrating, as their sales representatives may not fully understand or empathize with your needs.

The Advantage of Small Sales Teams

If you’re part of a small sales team, don’t be discouraged by the size and reputation of your larger competitors. In fact, you have some distinct advantages:

Streamlined Process: Small teams can create and maintain a well-defined and effective software sales process. This process ensures that every team member understands their role and can consistently deliver results.

Process Over Product: While having a great product is important, your sales process can be even more critical. Prospects often encounter similar products from different companies, making it challenging to differentiate. However, a well-crafted sales process can set you apart and build trust with potential customers.

Focused Education: Small teams can provide more personalized education and guidance to prospects. By helping your potential customers understand their industry’s challenges and how your product can solve them, you can establish credibility and trust.

Customer-Centric Approach: Small or early-stage software teams are often more connected to their prospects and understand their unique needs and pain points. This personal touch can lead to stronger customer relationships and increased loyalty.

Winning the Software Sales Game

In conclusion, don’t be intimidated by big companies with seemingly endless resources. Small sales teams can beat their larger competitors by focusing on creating an outstanding software sales process, maintaining team cohesion, and delivering exceptional customer experiences. Your agility, dedication, and personal touch can give you a significant advantage in the world of SaaS sales. So, go out there and show the big players that size isn’t everything in the world of software sales!