How to Sell as a Technical Founder

By Patrick on 8/20/2024

Qualify Based on Pain, Not Just Fit

Don’t get caught up in ideal customer profiles. Focus on the magnitude of the problem you’re solving. Don’t force them to feel the pain if they don’t feel it, disqualify them early.

• A prospect fits your target market but can’t quantify their pain. Red flag.
• A company outside your usual scope reaches out because their current solution is costing them clients. Worth exploring.
• You uncover that a prospect is using multiple tools to do what your product does in one. That’s a pain worth solving.

Master the Art of Listening

Your technical knowledge is your weakness here. Resist the urge to jump in and explain.

• Set a silent timer for 2 minutes after asking about their process. Don’t interrupt.
• Use the “What else?” technique. Often, the real insights come after this question.
• Summarize what you’ve heard and ask, “Have I understood correctly?” This often leads to crucial clarifications.

For the BackTrack Linux fans: “the quieter you become, the more you’re able to hear”

Identify and Sell to the Problem Owner

Budget holders don’t always feel the pain. Find your champion in the trenches.

• For dev tools, get buy-in from senior developers before approaching the CTO.
• With marketing automation, start with the marketing ops manager, not the CMO.
• For financial planning tools, the CFO might sign off, but financial analysts are your real champions.

Leverage Strategic Pauses

Silence makes people uncomfortable. They’ll fill it with valuable information.

• After asking about the budget, be silent. Let them elaborate on their financial decision-making.
• When discussing pain points, pause after each one. They’ll often expand with specifics.
• If they express hesitation, don’t rush to reassure them. Let them fully articulate their concerns. They should feel like you heard them before you reassure them.

Be Prepared to Walk Away

Not every deal is a good deal. Saying no to a bad fit saves time and reputation.

• A prospect wants heavy customization that would derail your roadmap. Walk away to preserve focus.
• The deal looks good, but onboarding would strain your support team. It’s okay to say no.
• A large company is interested, but their sales cycle is 12-18 months. If that doesn’t align with your runway, be upfront.

Use Your Technical Expertise Judiciously

You’re the founder. You know the tech cold. Use that credibility, but don’t geek out.

• “We built our API to handle X scale because we anticipated challenges like yours.”
• “That integration concern? I wrote that module myself. Here’s why it’s not an issue…”
• “Let me give you a quick architectural overview that addresses your scalability concerns.”

Always Secure Next Steps

Every interaction needs a clear “what’s next.” Be specific and get a commitment.

• “It seems a technical deep dive is next. Let’s schedule that before we hang up.”
• “I’ll send case studies addressing X and Y by EOD. Can we book a call for Friday to discuss?”
• “The next step is typically a trial setup. What’s your availability next week to kick that off?”

Address Objections Proactively

Know your common objections. Address them before they become roadblocks.

• “And, we’ve built a process to migrate all existing data from X…”
• “Security is one of our top priorities. We’re SOC 2 compliant, I’ll send you our report…”

Be a Friend

In B2B SaaS, long-term relationships trump quick sales. Focus on being a genuine partner.

• “How was your daughter’s recital last weekend?” Shows you care about them as people, not just prospects.
• “I noticed you’re hiring for a dev role. I know some great candidates - want me to make an intro?”
• “Actually, for that specific use case, our competitor X might be a better fit because…”

Follow Up With Value, Not Check-ins

Don’t be a pest. Add value with every touch. Keep the relationship warm.

• Share a relevant industry report with highlighted sections specific to their challenges.
• Offer to connect them with a similar customer who overcame challenges they’re facing.
• Share a product roadmap

In B2B SaaS, you’re not just selling software. You’re becoming a strategic partner in your client’s long-term success. Every conversation should reinforce how your solution contributes to their overarching business objectives.

Chances are you are here because you are already selling, but in the rare chance you are still building, check out slimsaas.com.