How to Create a Well-Oiled B2B SaaS Sales Process

B2B SaaS Sales


The benefits of adopting a streamlined B2B sales process are clear: faster closing times lead to higher revenue, and reduced cycle time allows for more focused selling. A well-executed B2B sales process can help your SaaS business to find new customers and close more deals.

According to a recent report by McKinsey, B2B companies that have excelled in streamlining their sales processes efficiency are generating 8% more shareholder returns and 5 times higher compound annual growth rate (CAGR) than the rest of the market. The key to this type of  success is an efficient sales process that increases revenue growth.

However, sales process efficiency is a tricky beast to tame. You don’t want to be so efficient that your sales reps are spending all their time looking for new leads and inputting data.

You also don’t want to spend so much time on the administrative side of things that there isn’t enough time left to make sales calls and actually sell your SaaS product!

That might sound obvious, but it’s something that many B2B SaaS companies struggle with.

The truth is that there are plenty of ways to streamline your SaaS sales process, increase efficiency, and reduce unnecessary administrative tasks so you have more time to focus on the things that really matter: selling and assisting customers who are interested in buying your product!

In this article, we’ll discuss 6 tips on how to increase your B2B SaaS sales process efficiency.


Understanding the B2B SaaS Sales Process


The B2B SaaS sales model is a complex, multi-step process that is often overlooked by SaaS companies who are focused on developing their product. But in order for a SaaS business to succeed, they need to be able to successfully follow the B2B SaaS sales process.

The entire software solution selling can take anywhere from a few days to several weeks, but in general, it involves these five major steps.

  • Prospecting: This process involves acquiring information about the potential customer. The sales rep needs to reach out and research potential customers. This could include reaching out to them on social media, as well as conducting thorough research on the company and its products.
  • Identifying business opportunities: The salesperson tries to determine if there is a business opportunity. If so, they start researching the product or service and trying to come up with a proposal.
  • Proposal: Sales reps at this stage will create a proposal to get them signed up. They will use a template to help them come up with proposals. Some also conduct a product demo or have a presentation.
  • Closing the B2B SaaS sale: Once the deal is struck, the sales rep will ensure that they close it. This can be done using all kinds of strategies, including incentives and bonuses from the company.
  • Nurturing: Once the deal is closed, the sales rep needs to follow up with their customer to make sure everything is going smoothly and they are happy with their purchase.

A HubSpot report found that the average duration of a B2B SaaS sales cycle is 84 days. Deals with an annual contract value lower than $5,000 typically last about 40 days.

In most cases, B2B sales involve an account based marketing (ABM) process, a framework for acquiring new customers through relationships with existing customers.

ABM begins with understanding the customer’s current needs and continuing to provide value that meets or exceeds those needs.

Next, the company develops a strategy to acquire new customers by targeting accounts that are likely to be interested in its products or services.

It then initiates contact with those targets and establishes a relationship based on mutual benefit.

Finally, it executes transactions with those accounts in order to generate revenue.

ABM is an effective way to reach new customers and grow businesses because it engages customers at every stage of the purchase cycle. By building relationships with key accounts, ABM companies can drive greater engagement with their products and services, ultimately resulting in more sales opportunities and better revenue growth.

In B2B sales, there are a number of tools that can be used to facilitate the sales process. These include:

  • A CRM software that can be used to manage customer data and interactions. This can be invaluable for tracking leads, setting up appointments, and keeping track of progress.
  • An email marketing tool that allows sales reps to send out targeted messages that could include exclusive offers or product information.
  • A content marketing can be initiated to create and distribute useful, relevant content that will help the SaaS prospects discover the benefits of using your software in their company.
  • Social media platforms like LinkedIn which can be used to connect with prospects and build relationships. By building relationships with customers early on, sales reps can establish trust and credibility which can make selling more successful overall.


How to Improve Your B2B SaaS Sales Process’ Efficiency


Your SaaS sales reps should always be looking for ways to increase their sales process efficiency. The faster they can close deals, the sooner they can move on to the next one. However, many sales reps don’t know how to start or improve their B2B SaaS sales process. If you’re the SaaS founder, you may want to share these 6 tips with your sales reps:


1. Define Your Goal


As any salesperson knows, the key to success is to have a clear and attainable goal. 

Without a goal, it is difficult to measure progress and identify areas for improvement. A goal provides motivation and direction, both of which are essential for achieving success.

When it comes to B2B SaaS Sales, defining your goal is even more important. The reason for this is that the B2B SaaS Sales process is complex and can be difficult to navigate.

Without a clear goal, it is easy to become bogged down in the details and lose sight of the big picture. However, by defining your goal and focusing on it, you can improve your proficiency in B2B SaaS Sales and increase your chances of success.


2. Get Organized


Talking to the sales manager, if you want to increase your B2B SaaS sales process efficiency, it’s important to create a process map and assign roles and responsibilities. Here are some tips for getting started:

  • Start by creating a task list of all the steps involved in selling a B2B SaaS product. This will help you better understand the overall process and identify any areas that need further attention.
  • Create separate tasks for each phase of the sales cycle (details gathering, proposal writing, negotiations, etc.). This will help you track progress and ensure that all steps are being completed properly.
  • Assign specific individuals to each step of the process based on their skills and experience. This will help ensure that everyone is working towards the same goal, and no one is left behind.
  • Use a software solution to manage all your tasks and track progress.
  • Use a communication tool to communicate with other members of your sales team. This will help you stay in sync, share ideas, and collaborate around the process.
  • Use a project management tool to manage all tasks, projects, and your team’s progress. This will help you stay organized and give you an overview of what everyone is working on.
  • Add more members to your team as needed.
  • Keep your team members accountable for their work.
  • Set realistic goals for each task and project. Remember, you have to be realistic when setting goals for your business.


3. Clarify Your Expectations


Be clear with your customers about what you need from them. Here are 5 tips that can help:

  • Clarify your expectations from your customers. Be clear about what you need from them in order to proceed with the sale. This will help avoid any confusion or frustration on their part.
  • Take notes during regular conversations with customers. This will help you remember key points, as well as potential objections or concerns that they may have expressed.
  • Make sure all your documentation is up-to-date and complete. Include everything that is necessary for the sale, such as product specifications and customer case studies.
  • Keep track of your progress throughout the sales process. Include a thorough negotiation plan and timeline. This will help keep you on track and aware of the progress of your negotiations.
  • Ask for the buyer’s business card or contact details to build their trust, as well as develop your own contacts in case they are required with future sales.


4. Streamline Communication and Processes to Reduce Time Wasted


When it comes to developing and executing a successful sales methodology, time is of the essence. That’s why streamlining communication and processes can be such an important part of speeding things up. 

With a little effort, you can reduce the amount of time spent on mundane tasks and focus on more strategic objectives. Here are 10 tips for streamlining communication:

  • Establish clear customer expectations from the beginning. Make sure everyone knows what needs to happen in order for a sale to close, and be transparent about how long it might take. This will help avoid frustration down the line.
  • Use automated systems to keep track of progress. Whether it’s a CRM or email system, make sure all communication is automatically forwarded to relevant parties as needed. For example, if a prospect is moving through the sales funnel, it can be helpful to automatically send an email reminder.
  • Establish ways to shorten sales cycles. If you have a longer sales cycle, you ll need to find creative ways to speed up the process.
  • Ask your team members to be more realistic with their forecasts. Many sales people are overconfident in the potential of their product. When they fail to sell, it’s not because the product they’re selling lacks quality, but it’s because they assumed that it would be easy to sell.
  • Consider automating your sales process. If you want to speed up the selling process, it’s best to start by automating some of the tasks involved in the sales cycle. For instance, you could use a CRM, such as Salesforce, to gather information automatically from your website and other business systems, then integrate it into the sales process.
  • Stay flexible and open-minded in your approach to selling. You can make a lot of mistakes in your sales process. Even if you’re successful, you may not be selling the right product at the right time. Each day brings new opportunities for selling, so you should be ready to change course and adjust your strategy as needed.
  • Get feedback from your customers. Ask them how you can improve your sales process. If they don’t know what they want, let them tell you. Listen to their suggestions and take appropriate actions.
  • Find out what’s causing a customer to say no to you or not buy right away. This information can help you respond more effectively in the future.


5. Measure Results


Use metrics to track progress and adjust processes as needed. In order to improve sales process efficiency, businesses should use metrics to track progress and adjust processes as needed.

  • Measure the conversion rate of your sales efforts to conversions.
  • Measure how many leads you generate each month.
  • Track how much time it takes a prospect to become a customer.

 Measures should also be designed to help you understand the following:

  • Sales Volume: How many sales are being made?
  • Revenues. How much money are you making from sales?
  • Recurring Revenue: How much money is being made from each customer?
  • Productivity: The time it takes to convert a lead into a customer.
  • Average time for sales rep to close a sale.
  • Cost of Sales: How much did it cost to make the sale?
  • Sales Velocity: Generally, the higher the sales velocity, the more efficiently an organization can move product to market.


6. Automate and Standardize


Sales work involves a lot of work aside from talking to potential customers. Choosing the right automation tools, however, will make the work slightly better. 

There’s no right answer when it comes to choosing the right automation tools, as the right solution will vary based on your B2B SaaS company’s specific needs and procedures. Here are five tips for automating and standardizing your sales process:

  • Evaluate your current enterprise sales strategy and identify where potential improvements can be made. This includes analyzing how customers are contacted, how proposals are generated, and how negotiations take place. By streamlining these steps, you can save time and energy while ensuring that all interactions with clients are managed in an efficient manner.
  • Choose the right automation tools based on your company’s specific needs. For example, you may want to invest in a good CRM platform. This will help you keep track of important information such as leads, appointments, and sales conversations. You may also make use of automated lead capture tools. Automated lead capture tools can help you collect leads automatically from email addresses, contact forms, and webforms. Remember to train your sales force on the new process as well.
  • Automate the process by using a tool that will drive the workflow for you and your team.
  • Standardize your sales processes by making sure everyone is doing things in the same way before moving forward with implementation.
  • Manage your new process by using the right tools to ensure you can measure everything and make adjustments as needed.


Final Thoughts


The B2B SaaS sales process is essential for SaaS companies looking to increase their sales and revenue. 

Creating it is like trying to put up a machine due to its complexity. But if the whole team works together – from the SaaS founder to each individual sales rep – they can put up a well-oiled machine that brings in consistent revenue for the SaaS company. Add to that the plethora of software tools that they can use, then they’ll surely be able to completely maximize the potential of their SaaS product by bringing it to the businesses that need them the most.

The tips above are just a few ways to improve your B2B SaaS sales process. There are many other tips that can help you as well. We encourage you to read them up and implement them if they make sense for your SaaS B2B company. 

If you need more help in growing your SaaS company, then don’t forget to check out our SaaS marketing blog!

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Ken Moo