# B2B SaaS Sales Framework As someone who has closed over 7-figures in B2B sales...closing deals in enterprise or business level selling situations is much simpler and much harder than people may initially think. "BUY WHY" The issues that arise are simply different than what most people are used to dealing with in an individual or really small business sale. We will get to those later. Let's start with a simple framework. I'm shamelessly stealing this from a mixture of John McMahon and Alex Becker because Alex explains it very simply and John brings the nuance of enterprise. 1. **Identify** 2. **Educate** 3. **Close** Simply put, the first step is identifying what the actual pain points are for your customer. ### Identify Let's pretend you sell to financial advisors. They are in pain because their competitors are adopting new technology which is enabling them to win new business more easily and steal your potential customer's existing business. Your financial advisors are afraid of losing their livelihood, and they should be! IF you can solve this problem for them, it is extremely valuable. Most of the time, however, they haven't taken 5 minutes to sit down, use a calculator, and figure out exactly how much this is hurting them. So you first ask them about their new tech initiatives *(none)*. Then you ask about their competitors *(even if none, they will still be afraid OR they will recognize the opportunity to outcompete - either way the fear of less or greed of more will kick in here)*. Then you throw out the average book size of an agent - "based on my observations, the average financial advisor with your 10 years of experience has a $10m book of business which generates them $100,000 per year of income given a 1% management fee and everything grows by 10% per year." And make it real for them - "usually the bulk of that is in a few whales, and these are smart folks who usually aren't content to just sit on their haunches...they want to gain every edge they can. if a rising star agent with hot new technology comes around and can generate even 10% better results, that may put the average financial advisor with average technology at a serious disadvantage and at real risk of having their books of business stolen or at the very least new deals lost." Twist the knife - "if even 1 whale per year leaves, that could cut the average financial advisor's income in half within just a couple years, destroying hundreds of thousands if not millions of dollars of income for the advisor over a decade." ### Educate This is where your solution can save the day. "Unless - there was a simple solution to even the playing field again, or better yet give us an advantage over the rising star promising the moon. Can I take a minute to show you our great equalizer?" *This is where you show the value of the B2B SaaS product for financial advisors that helps them get an edge in the marketplace.* *This is where you show them how they only need to add 1 new whale client per year with this technology to generate $10,000 per year of additional income so they understand the value that it provides to them.* ### Close Once they understand the value to them, e.g. $10,000 per year, then it is very easy to let them know the cost of your software is a measly $2,000 per year, or 20% of what they will gain. In other words, they are buying $100 for $20, a dollar for 20 cents. It's a no brainer, especially when you can then guarantee the results or they don't pay. In other other words, either they make $100 by only spending $20 OR they don't pay the $20. They are able to pick up a free $80 on the ground risk free. That is an extremely compelling offer. ## However... Things are more difficult than they at first appear. The above pitch is excellent, simple, and ruthlessly effective. The hard part is making sure your SaaS works, delivers the results, and you have enough of a reserve to whether the storm of figuring all of that out without necessarily getting paid. Not to mention getting in contact with your potential customers, successfully delivering the pitch, figuring out what paperwork needs to be signed, effectively onboarding your customers into your likely tuck taped together system, and giving them enough time to get results while you suffer from bills to pay without income *(or risk spending their money without having a surefire way to refund them if they don't get the result)*. Business is hard af because of the above complications to an otherwise simple sales motion. I am of course assuming you're a startup founder with the constraints of very limited money. That being said, if you can whether the storm and go 0 -> 1 with this strategy, it is extremely effective.