In this week’s episode of Scale Your SaaS, we will delve into Patrick Trumpi’s journey over the past nine months as Chief Sales Officer at Unique, exploring how they adapted a sales strategy, shifted their target market, and implemented value workshops to drive success in the enterprise space with host and B2B SaaS Sales Coach Matt Wolach.
Podcast: Scale Your SaaS with Matt Wolach
Episode: Episode No. 266, “How to Get Enterprise Leads to LOVE You – with Patrick Trümpi”
Host: Matt Wolach, a B2B SaaS sales coach, Entrepreneur, and Investor
Guest: Patrick Trumpi, Chief Sales Officer at Unique
TOP TIPS FROM THIS EPISODE
Navigating the Changing Landscape
The year started on a difficult note, as economic uncertainties affected their target market of tech companies with 50 to 200 employees. The cost-saving measures many B2B companies implemented disrupted sales processes and required CFO approval for even minor purchases.
Exploring Compliance Opportunities in Europe
Recognizing the advantages of compliance and language capabilities in Europe, they decided to focus on the European market. They aimed to address data protection and compliance challenges, leveraging our expertise to cater to the unique needs of European businesses.
Adapting to the Enterprise Segment
While initially aiming to compete with Gong in Europe, they soon realized the strength and popularity of their product. The secure nature of their solution, coupled with the prevailing market perception, made it challenging to attract customers who were inclined to work with them.
Shifting to Enterprise Sales
In response to these challenges, we strategically shifted our focus entirely to enterprise sales. This decision aimed to target a market segment less impacted by the economic changes and differentiate itself from the company.
The Skillset for Enterprise Sales
Transitioning to the enterprise segment required a different skillset within their sales team. They recognized the need for salespeople with intelligence, adaptability, and drive, as these attributes were crucial for engaging with C-level executives and handling complex sales processes.
Identifying the Need for Deeper Understanding
During the sales process, they realized that although we covered pain points and use cases in initial discovery sessions and demos, understanding our solution’s potential impact could have been more superficial. They needed a method to delve deeper and ensure comprehensive comprehension among stakeholders.
The Purpose and Structure of Value Workshops
To address this need, they introduced value workshops as a means to facilitate in-depth discussions and uncover the actual value their solution could provide. These workshops involved bringing together key stakeholders and users to identify and prioritize use cases and quantify the potential benefits.
The Impact and Benefits of Value Workshops
Value workshops provide multiple benefits. They allowed them to educate their customers, build trust, and position themselves as experts in solving their challenges. By involving users and key decision-makers in the workshop, they gained insights into their unique perspectives, enabling them to tailor their solutions and better align with their goals.
Workshop Process and Implementation
Value workshops typically last approximately three hours and involve 5-7 participants, including critical users and decision-makers. The workshops are in-person, capitalizing on the preference for physical meetings in the Swiss market, unlike many competitors focusing solely on digital interactions.
The workshop begins with an introduction to the challenge at hand and an overview of our solution. This is followed by a demo highlighting key features and capabilities. Participants are then given time to brainstorm and identify their top use cases. Through collaborative exercises and discussions, the group narrows down the most critical use cases and quantifies the potential benefits.
[15:58] “So you have much less friction, when you roll it out, you already have the first people who think it’s actually like this, right? They came up with the use cases that we want to cover. You can make it perfect because you have then three use cases.
[19:48] “I realize it’s one of the most important skills salespeople miss on their own. And I think you have to train your sales team”
[14:57] “I think it’s a fantastic thing for a few weeks. In season one, especially in the early days of really understanding your ICP, you will have an up-close personal interaction with them to hear all the challenges and what they want us all to hear, why it’s important for them. I mean, just to get to know your market, it’s super invaluable.”
To learn more about Unique, visit:
You can also find Patrick Trumpi on LinkedIn at:
For more about how host Matt Wolach helps software companies achieve maximum growth, visit https://mattwolach.com/