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Selling IT and SaaS solutions is more than just showcasing features!

Updated: Jan 3

It’s about creating value, solving pain points, and building long-term relationships.

Selling IT & SaaS

Everyone knows it but we still see so many pitches entirely focussed on features - especially in cold outreach! In IT consulting and managed services, selling value over features is even more critical as clients seek tailored solutions to specific business challenges.


Here are 7 techniques I believe in to better understand IT & SaaS sales:



1. Value-Based Selling Over Features

👉🏻Focus on how your solution solves the customer’s challenges.

For most, the bottom line boils down to:

1️⃣ Increasing revenue.

2️⃣ Improving profits.

3️⃣ Saving time.


Use personas to craft base pitches, and the more strategic the prospect, the more refinement and personalization you should deploy. Highlight ROI, scalability, and efficiency instead of technical jargon.

For strategic accounts, adopt an Account-Based Selling approach to tailor messaging and engagement across multiple stakeholders within a single organization.


Example:“Our AI-powered solution reduces average onboarding time by 30%. That means happier customers and more customers onboarded in the same time period, leading to reduced churn and increased revenue.”


2. Personalized Presentations & Demos for Decision-Makers

👉🏻Tailor presentations and demos to align with each stakeholder’s perspective.

For example:

  • A CFO cares about ROI, financial impact, and value alignment with budgets.

  • A CTO values seamless integration, scalability, and operational improvements.


Example:Show a CTO how your product integrates seamlessly into existing infrastructure while boosting their KPIs, like NPS or CX conversion rates.


3. Adopt a Consultative Approach

👉🏻 Become a trusted advisor.

Prospects must see you prioritize mutual benefits and the right fit over closing a quick deal. This builds trust and strengthens long-term relationships.


  • Ask thoughtful questions to uncover their unique challenges and provide tailored solutions.

  • Be comfortable walking away if alignment isn’t possible. Leaving respectfully is better than wasting both sides’ time.

  • Use frameworks like MEDDPICC to structure your approach:

    • Metrics: What KPIs matter most to them?

    • Economic Buyer: Who controls the budget?

    • Decision Criteria: What would lead to immediate sign-off?

    • Decision Process: How do deals move forward internally?

    • Paper Process: What formal & legal documentation will be required?

    • Identify Pain: What are their key bottlenecks?

    • Champion: Who will champion your solution internally?

    • Competition: Who's their main threat?


💡 Quick Note: Frameworks like MEDDPICC or BANT are great but aren’t one-size-fits-all—use them as adaptable guides, not rigid rules.


4. To POC or Not to POC (Proof of Concept)

👉🏻 POCs are invaluable for complex or high-stakes solutions but not always necessary. Here's when to use them:

  • When Needed: If the prospect requires technical validation before making a commitment.

  • How to Maximize Success: Clearly define scope, objectives, and success criteria from the outset. Align all stakeholders on deliverables to avoid scope creep.

  • When to Avoid: Avoid POCs if ROI can be demonstrated effectively through a case study or testimonial. Also, ensure the deal’s potential value justifies the POC investment.


5. Leverage Data-Driven Insights & Sales Enablement Tools

👉🏻 Leverage analytics and sales enablement tools like CRMs, AI-driven insights, and automation to track customer behavior, predict churn, and drive upsell opportunities.


Example:“Based on usage data, your team could increase revenue by X by fully utilizing [feature]. Let’s explore how we can optimize that.”


6. Master the Land-and-Expand Model

👉🏻 Hunt for the big game, but never dismiss smaller opportunities to get your foot in the door. Prove value through smaller projects, then scale up with upselling or cross-selling.

While always beneficial, it is even more relevant in this context to educate through webinars, tutorials, or documentation to bridge the gap between initial interest and confident purchase decisions.


Example: Start with a single department to deliver results, then grow into an enterprise-wide deployment.


7. Price Negotiation and Cross-Functional Collaboration

👉🏻 Successful SaaS sales rely on striking the right balance during negotiations and leveraging collaboration:

  • Negotiation: Be transparent about pricing structures while highlighting long-term ROI. Emphasize value over cost to avoid race-to-the-bottom discussions.

  • Cross-Functional: Work closely with marketing, product, and customer success teams to align messaging, tailor solutions, and ensure smooth onboarding. Agile collaboration between departments helps create a seamless experience for prospects and customers alike.


💡 Quick Note: For subscription models, emphasize scalability and long-term cost-effectiveness, showing how your solution grows with their needs.



✨ Selling IT and SaaS isn’t about pushing a product—it’s about enabling growth and transformation for your clients.


💬 What techniques have worked for you in SaaS or IT sales? Let’s discuss in the comments!


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