Software Sales Tips by Matt Wolach

Scale Your SaaS

How to Differentiate from the Competition – with Ton Dobbe


The software industry is highly competitive, with numerous companies offering similar products and services. Despite a company’s confidence in its superiority, the challenge lies in differentiating itself from the competition in the eyes of the market. 

In this week’s episode of Scale Your Saas with host and B2B SaaS sales coach Matt Wolach, Ton Dobbe, the author of “The Remarkable Effect” and Chief Inspiration Officer and Founder at Value Inspiration, offers guidance on how to stand out and gain more wins by effectively positioning oneself against the competition.


Podcast: Scale Your SaaS

Episode: Episode No. 254, “How to Differentiate from the Competition – with Ton Dobbe”

Host: Matt Wolach, a B2B SaaS Sales Coach, Entrepreneur, and Investor

Guest: Ton Dobbe, the author of “The Remarkable Effect”


Hire a Coach or Get a Mentor

It’s hard to see the big picture when you’re in the moment, so having a coach is crucial. As mentioned by Ton, even successful people need a coach to help them focus on best practices and ensure they’re not falling into biases or complacency. Coaches can challenge you and help you see things differently, ultimately leading to personal and professional growth.

If you’re feeling stuck or lost, consider working with a coach who can help you identify blind spots and guide you in achieving your goals.

A coach can help you stay accountable, motivated, and on track, even when faced with obstacles. With the right coach, you can unlock your full potential and achieve success beyond what you thought was possible.

Don’t Try to Please Everyone

One of the ten traits of great software companies mentioned in the podcast is that they acknowledge they cannot please everyone. It’s important to understand that trying to please everyone is impossible and costly. Instead, focus on a target audience you can serve exceptionally well. By doing so, you’ll be able to create a more valuable and desirable product or service that resonates with your target audience.

Narrowing down your focus can also help you save time and resources, allowing you to provide a more personalized experience for your customers. By doing so, you can differentiate yourself from your competitors and establish a loyal customer base.

Differentiation is Key

Another trait of great software companies is the aim to be different, not just better. In today’s market, you need more than just being better than your competitors; you must also stand out. Many companies fall into the trap of claiming to be the “leader” in their industry. Still, this approach is ineffective in capturing potential customers’ attention.

To differentiate yourself, focus on understanding your customers’ needs and speaking their language. Show empathy, pay attention to details, and create a personalized experience that resonates with them. Doing so can establish a unique brand identity that sets you apart from the competition and builds a dedicated fan base.. Differentiation is vital to achieving long-term success and sustainability in today’s competitive market.


Build a Lasting Impression 

Creating lasting relationships with customers is crucial for the success of any business, but it can be particularly challenging for early-stage software companies. It is important to focus on building friendships with customers rather than just treating them as transactions.  

Segment Your Audience

Segmentation is also key. Ensure you target the right customers for your product rather than just anyone who will buy it. Be bold and turn away customers who aren’t a good fit. By focusing on the right customers and building relationships with them, you can turn them into loyal fans who will bring in more business through referrals. 

Always Strive to Innovate

In the highly competitive software industry, it’s essential to constantly improve and adapt to stay ahead of the competition. This means not getting complacent and pushing yourself to innovate and grow your product. 

As a software founder or leader, you should constantly evaluate your product, look for areas where you can improve, and identify new growth opportunities. You should also keep an eye on your competition and stay up-to-date on the latest trends and technologies in your industry. Doing so can ensure that you deliver the best possible product to your customers and stay ahead of the curve. 

Remember, success in the software industry is not about standing still but constantly moving forward and adapting to change.


Ton Dobbe

[04:12] “You realize that this one thing bubbles up every time again, it’s like, okay, traction is there. But it’s not predictable; something is wrong. And once you get it predictable, and you can get this flywheel going now, things start moving the right way.”

[09:02] “Create something valuable and desirable, and the combination of the two is really important. Because something valuable is, of course, that’s the Holy Grail.”

[15:58] “Focus on the essence. What words like focus come up? But more importantly, is that I really drill down into, what is the real problem we’re trying to solve here.”

Matt Wolach

[06:17] “It’s hard sometimes when you’re in the moment to see it. That’s why I think having a coach for people to work with you is so great.”

[11:35] “Much better to make sure that you differentiate, make sure you separate, and they identify you as someone who this is an organization slash person slash tool product that can help us and get us to where we’re going to, and the others will not.”


To learn more about Ton Dobbe and Value Inspiration, visit:

You can also find Ton Dobbe on LinkedIn at:

For more about how host Matt Wolach helps software companies achieve maximum growth, visit