What is SaaS Sales? The Ultimate Guide
1. Defining SaaS Sales
The term “SaaS Sales” encompasses a wide range of meanings. In its broadest definition, SaaS Sales refers to the sale of any software that is delivered as a service, over the internet, to customers. This could include anything from customer relationship management (CRM) software to human resources (HR) tools.
In a narrower definition, SaaS Sales specifically refers to the sale of software that is delivered as a service and is subscription-based. In this model, customers typically pay a monthly or annual fee to access and use the software.
2. SaaS Sales Models
There are two main models for selling SaaS: the direct sales model and the indirect sales model.
In the direct sales model, a company sells its software directly to customers, usually through its own website or sales team.
In the indirect sales model, a company sells its software indirectly through third-party platforms or marketplaces.
3. The Average SaaS Sales Rep’s Salary
The average salary for a SaaS Sales Representative is $68,705 per year. Salaries for SaaS Sales Reps can range from $60,000 to $110,000 per year, depending on experience, location, and company size.
4. The Length of a SaaS Sales Cycle
The length of a SaaS Sales cycle can vary depending on the type of software being sold and the sales model being used. For simple software, it can be as little as a couple of days, but for more complex software, 12-18 months is pretty common. In general, however, the sales cycle for SaaS products is shorter than the sales cycle for traditional software products.
5. The Unique Challenges of SaaS Sales
Several unique challenges come with selling SaaS products. One challenge is that SaaS products are often sold through indirect sales channels, such as third-party platforms or marketplaces. This can make it difficult to build direct relationships with customers.
Another challenge is that SaaS products typically have a lower price point than traditional software products. This can make it challenging to generate enough revenue to sustain a business.
Finally, SaaS products charge recurring fees, which make it challenging not only to sell a solution but one that’s worth paying for repeatedly.
6. The Most Important Metrics for SaaS Sales
There are several important metrics that companies selling SaaS products should track. These include deal length, monthly recurring revenue, customer churn, customer lifetime value, and customer acquisition costs.
Depending on the complexity and cost, the time between someone becoming a lead and when they finally become a customer could be weeks, if not months. Because of this, deal length is an important metric to track.
Monthly recurring revenue (MRR) is another important metric for SaaS companies. This metric measures the revenue that a company recurs each month from its customers. MRR is a good indicator of growth for a company selling SaaS products.
Customer churn is another metric that SaaS companies should track. Customer churn measures the percentage of customers who cancel their subscription to a company’s SaaS product in a given period of time. A high customer churn rate can be indicative of problems with a company’s product or pricing.
Customer lifetime value (CLV) is another important metric for SaaS companies. CLV measures the total revenue a customer will generate for a company throughout their relationship with the company. A high CLV is indicative of a healthy and sustainable business.
Customer acquisition costs (CAC) is the last metric we’ll mention. CAC measures the amount of money that a company spends to acquire a new customer. It’s calculated by taking the cost of sales and marketing divided by the number of new customers. A high CAC can indicate problems with a company’s sales and marketing efforts.
7. SaaS Sales Techniques That Work
There are several effective techniques that companies selling SaaS products can use to close deals. We will split them into simple and complex software products.
For simple products, the sales reps are often involved in many micro conversations through online chat, email, phone, text, or social media. Speed to respond is incredibly important as having the context when engaging with prospects. If you can respond within less than an hour, you’re 7 times more likely to qualify that prospect.
Having a searchable knowledge base of answers that sales reps can quickly find answers for is a very important part of having a quick response time. Many tools like Gmail, Hubspot, Salesforce, and Outreach have quick snippets of text you can save and use.
One technique is to offer free trials of the software. This allows potential customers to test-drive the product and see if it meets their needs.
Another effective technique is to offer discounts for annual contracts. This can help to sweeten the deal for potential customers who are on the fence about buying a subscription.
8. Stages in a SaaS Sales Process
The typical SaaS sales process has four main stages: prospecting, qualifying, closing, and onboarding.
In the prospecting stage, sales reps identify potential customers and reach out to them. In the qualifying stage, sales reps determine whether a potential customer is a good fit for the product. In the close stage, sales reps negotiate terms and pricing with the potential customer. And in the onboard stage, sales reps help the customer get set up with the software and ensure that they are using it effectively.
9. Essential Software Tools for SaaS Sales
There are several essential software tools that companies selling SaaS products need in order to be successful. These include a CRM system, a billing platform, and an automated marketing tool.
The CRM system is used to track customer data and manage customer relationships. The billing platform is used to automate the billing and invoicing process. And the automated marketing tool is used to send marketing messages and track results.
10. SaaS Sales Best Practices
There are several best practices that companies selling SaaS products should follow. One best practice is to focus on building a strong sales pipeline. This can be done by generating leads through various marketing channels and then nurturing those leads until they’re ready to buy.
Another best practice is to minimize customer churn. This can be done by providing excellent customer service and offering incentives for customers to renew their subscriptions.
Finally, it’s always important to be testing and experimenting. This means trying new sales techniques and constantly looking for ways to improve the sales process. By following these best practices, companies selling SaaS products can be successful.
If you’re selling a SaaS product, it’s important to understand the basics of SaaS sales. This includes understanding the different metrics that are important to track, the different techniques that can be used to close deals, and the different stages in a typical SaaS sales process.
