Software Sales Tips by Matt Wolach

Scale Your SaaS

The Best SaaS Sales Tip: Twisting the Knife – with Matt Wolach


In this week’s episode of Scale Your SaaS, as host and B2B SaaS Sales Coach, I dive into one of my most powerful sales strategies: “Twisting the Knife.” 

It might sound a bit ominous, but trust me, it’s a game-changer. Picture this: clients reporting doubled, tripled, and even quadrupled close rates thanks to this concept. Today, I’m unpacking what it means, how it fits into the real world, and how it could transform your software sales process.


Podcast: Scale Your SaaS with Matt Wolach

Episode: Episode No. 296, “Best SaaS Sales Tip – with Matt Wolach”

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


Understanding the Art of “Twisting the Knife”

In the world of SaaS sales, the discovery phase holds immense power. It’s not just about finding a fit; it’s about uncovering the pain points and ensuring the prospect truly understands the severity of their challenges. This process involves more than just acknowledging the pain; it’s about making them hate that pain. Why? Because that’s what incites action.

Personalize the Approach

Consider a scenario where a software salesperson effectively utilized the technique. By understanding the customer’s pain points around cooking and fireplace convenience, they navigated the conversation to areas that truly mattered to the customer. 

Moreover, they swiftly recognized what wasn’t a pain point and steered clear, ensuring relevance and engagement.

Embrace the Power of Persuasion

At its core, “twisting the knife” isn’t about manipulation; it’s about guiding prospects toward a clear understanding of their needs and how your solution is the answer. It builds trust, demonstrates expertise, and compels action when done right.

In essence, SaaS sales isn’t just about showcasing a product; it’s about fostering a genuine understanding of how your solution can alleviate their pains. Embrace the power of “twisting the knife,” and your software sales process will be elevated to new heights.


The Analogy: Twisting, Not Hurting

The term might sound harsh, but “twisting the knife” isn’t about introducing new pain. It’s about highlighting the gravity of the existing problem. If your product truly solves issues, it’s your duty to ensure they understand the depth of their problem.

Identifying Pain Points: The Key to Success

The crux of the technique lies in identifying what truly bothers your prospect. When you hit the mark on their pain points, you’re not just selling but facilitating a solution to their problems. This strategic alignment helps refine software demos and discussions to focus on what truly matters.

Results: Transforming Closures

The magic unfolds when you master this technique. Stories abound about clients experiencing exponential growth in their close rates simply by honing in on the right pain points and making prospects truly despise their existing challenges.


Matt Wolach

[10:12] “Discovery is the foundation of your sale. It’s everything that you can build off of.”

[16:17] “Buyers don’t just need to have pain. They need to hate that pain.”

[22:03] “Twisting the knife is not about introducing new pain. It is a pain they currently have that they did not realize was a bad thing.”

[25:10] “If your product is truly great, isn’t it your obligation to make sure that they use it?”


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