When it comes to B2B SaaS business, it’s not all about creating a fantastic solution or making an exciting offer. Oftentimes, however, the process is a little more complicated than simply following good advice. It is not about the strategy as we conceptually think of it: vendoring relationships, selling solutions, knowing the prospect’s challenges, and managing decision-making processes. But face it, most of us have been on the receiving end of the ‘hard-psychological sale.’
Didn’t it make you uncomfortable?
Rather than trying to sell your product to prospects like cars sold in a pre-owned car yard, how about walking them through a sale process recognized as a conversation? Meet the Sandler Selling Model, a selling methodology that has been around for 56 years and is still as effective now as it was half a century ago when David Sandler first developed it. Consider it as the last stage of consultative selling where the emphasis is not laid on having the prospect say ‘yes’ to a certain product or service, but on making the buyer reach that desired outcome—a win-win situation.
But how does one really implement this model in today’s dizzying B2B SaaS world where the market is in a constant state of change?
What are the ways in which your sales team can utilize the concept from the Sandler sales model to create long-term, easily replicable sales? Anyway, this is what this blog is all about.
What is the Sandler Selling Model?
Sandler Selling Model is a technique that focuses on building a rapport that is based on trust between the seller and the prospect. As with many aggressive, high-pressured, in-your-face tactics of upselling, the Sandler model involves the seller to act more like a consultant. Salesperson, and the lead or prospect, because of the trust that has been built, the challenges of the prospect have been identified, and the qualification of the lead is done carefully.
What are the key features of the Sandler Selling Model:
- Focus on Trust: Trust-building is central to the Sandler method. Prospects need to view the salesperson as a problem-solver, not just someone looking for a quick sale.
- Lead Qualification: A cornerstone of the Sandler approach is determining early on whether a prospect is truly a good fit for your solution.
- No Pressure to Close: The sale should feel like a natural outcome of the discussions, not the result of undue pressure.
The Sandler Submarine: The Seven-Step Sales Process
The Sandler Submarine metaphor represents the model’s sales process. Like a submarine, each compartment (or step) must be completed before moving to the next. Here are the seven stages:
Let’s explore these in-depth, with relevant examples tailored to B2B SaaS companies.
Step 1: Bonding and Building Rapport
Establishing rapport is the first and the most important of all the selling skills identified in Sandler’s model. Salesperson credibility and consumer rapport, therefore, serve as the building blocks for the whole selling task. In the B2B SaaS world, it matters even more so since SaaS offerings are often highly nuanced and reflect on many aspects of the prospect’s business.
- Approach: The focus here is to understand the prospect’s role, industry, and challenges. Instead of jumping straight into product features, engage the client on a personal level by discussing their professional journey or business goals.
- Key Tools: Use open-ended questions and listen actively.
Fictional Example: Let’s assume you are selling a project management product named TaskFlowProMax to a growing startup. When you first meet COO, Mark, you should specifically begin the conversation with his concerns regarding collaboration with teams and workflows before transitioning to product concerns. For example, when you ask a question such as, “What are the main issues you encounter with your project management system?” you get the right data.
| Bonding Questions | Objective |
| “How does your team currently manage projects?” | Understand their current system and potential weaknesses. |
| “What do you look for in a new tool or system?” | Gauge expectations and needs before presenting your solution. |
This initial rapport creates a relationship built on empathy and understanding, which is essential when dealing with longer sales cycles in B2B SaaS.
Step 2: Setting Up-Front Contracts (UFC)
After rapport, you go to the establishment of an Up-Front Contract or UFC. It is of strategic importance to make sure everyone knows what to expect and agree on what the purpose of the meeting is before going forward. These parameters are set so that the prospect knows what is expected of him or her during the sales process with no possibility of misunderstanding at later stages.
- Approach: At the beginning of each interaction, set clear mutual goals. Confirm that both parties are on the same page regarding the next steps, time commitment, and desired outcomes.
- Outcome: A clear understanding of what the meeting will achieve and what happens next.
Fictional Example: Suppose you are planning to set up a demo of your SaaS company “CloudPulsePlus” which is used by business organizations to monitor their usage of cloud storage. Before beginning an actual demo, you make sure that the main idea is to show how CloudPulsePlus could work and whether or not it can address the prospect’s problem with overloaded servers. Both you and the prospect are on the same page, and the meeting will translate to a free trial or a follow-up call on other issues.
| Up-Front Contract Elements | Example of SaaS Sales |
| Purpose of Meeting | Explore CloudPulse’s solutions for cloud optimization. |
| Time Commitment | 45-minute demo session. |
| Outcome | Decision on next steps: free trial or follow-up discussion. |
By formalizing expectations in this way, you create a sales process that’s clear, predictable, and respectful of both parties’ time.
Step 3: Identifying Pain Points
At this stage, you dig into the prospect’s pain points. The goal is to uncover the challenges that are hindering their business’s success. By fully understanding the pain, you position yourself to present a relevant solution that genuinely addresses their needs.
- Approach: Use open-ended, probing questions that encourage the prospect to reveal their underlying problems.
- Goal: Uncover both the surface-level and deeper pain points, then link them to your solution.
Fictional Example: You’re speaking with “DataSync,” a mid-sized SaaS company struggling with data migration between multiple tools. Instead of immediately pitching your product, you dig deeper into how this data migration issue impacts their daily operations. By asking “How has this problem affected your team’s efficiency?” you uncover that the migration issue is causing project delays and customer dissatisfaction.
| Pain-Point Identification | Probing Questions |
| Data migration inefficiency | “How many hours a week are lost dealing with migration issues?” |
| Lack of team collaboration | “How does this affect communication between teams?” |
Step 4: Uncovering the Budget
This model says that budget issues should be looked into so that one does not waste time with prospects who cannot afford his/her service or product. Budget talks help keep your solution realistic concerning the prospect’s financial position, which helps you avoid potentially damaging misalignments down the line.
- Approach: Have open, honest conversations about the prospect’s budget and any financial constraints that may affect the purchasing decision.
- Goal: Ensure the proposed solution fits within the prospect’s budgetary limits.
Fictional Example: When pitching your software called “InsightPro” to a healthcare organization, you learn that their budget allocation for analytics tools is limited to $50,000 on a yearly basis. And understanding this, you go for an adequate solution within their price plan instead of suggesting something out of their reach.
| Budget Exploration | Key Questions |
| Understanding Budget Constraints | “What’s your current budget for solutions like ours?” |
| Financial Fit | “Are there any budget constraints we need to be mindful of?” |
Being upfront about the budget not only builds trust but also prevents issues that may arise later due to financial misalignment.
Step 5: Understanding the Decision-Making Process
The problem is that in the majority of B2B SaaS contracts, the purchasing decision is never taken by a single person. This aspect entails identifying the players and the various factors that they take into consideration before reaching a decision.
- Approach: Ask questions that reveal the decision-making hierarchy, including who has the final authority and what criteria are being used to evaluate solutions.
- Goal: Identify all decision-makers and influencers early in the process.
Fictional Example: You’re speaking with “FinFlow,” a fintech SaaS company interested in your solution. While the CFO initiated the conversation, you learn that the CIO and CTO also need to sign off on the purchase. By scheduling a meeting with all three key stakeholders, you ensure that the decision-making process isn’t delayed due to missing critical perspectives.
| Decision-Making Process | Example Questions |
| Identifying Stakeholders | “Who else will be involved in this decision?” |
| Decision Criteria | “What are the key factors influencing your decision?” |
By understanding the decision-making process, you reduce friction and increase the likelihood of getting buy-in from all parties involved.
Step 6: Fulfillment Phase: Delivering the Solution
Having identified the prospect’s needs, his budget, and his decision-making process, one is now ripe to provide a solution. This stage you position your SaaS offering to the prospect’s specific issues and how your offering will help address them.
- Approach: Customize your pitch or demo to focus specifically on how your solution addresses the prospect’s most critical challenges.
- Goal: Show that your product is the best fit for the prospect’s needs and justify the investment with concrete ROI.
Fictional Example: You are marketing “MarketIntelPro,” a marketing automation tool to an up-and-coming e-commerce firm. When demoing, you adjust what you are showing to share how they can save time on their email marketing, and better segment their customers, which they are not good at. You also give case studies and figures indicating the advantages, in terms of the tool’s impact on similar businesses.
| Solution Fulfillment | Key Actions |
| Aligning with Pain Points | “Here’s how our solution addresses your email segmentation issue.” |
| Demonstrating ROI | “Companies like yours have seen a 20% lift in conversions with MarketIntelPro.” |
At this stage, you’re no longer simply “selling” the product; you’re presenting a solution that clearly fits the prospect’s specific needs and goals.
Step 7: Post-Sale Process and Relationship Management
In B2B SaaS, the sale does not reach its conclusion once the contract is inked for the products and services. The post-sale process is vital to sustaining customer relationships, guaranteeing first-time buyers’ integration, and determining if they are ready for another purchase.
- Approach: Regularly check in with the client to ensure they’re satisfied and offer ongoing support. Establish yourself as a long-term partner rather than a one-time vendor.
- Goal: Maintain a positive, ongoing relationship that encourages loyalty and opens the door for future sales opportunities.
Fictional Example: Just after sealing a business deal with “NextWave Analytics,” you arrange for a follow-up call one month ahead to verify how the integration process is being affected. Besides, the proactive approach enhances your business relationship with the client and creates opportunities for additional sales or recommendations.
| Post-Sale Check-In | Key Questions |
| Ensure Satisfaction | “How has your experience been since using our solution?” |
| Identify New Opportunities | “Are there any other areas we can help with?” |
Advantages and Disadvantages of the Sandler Selling Model
The Sandler Selling Model does have its effectiveness and limitations just like any other sales methodology. Understanding these will enable you to assess whether this approach is suitable for your B2B SaaS sales team.
Why the Sandler Selling Model is Ideal for B2B SaaS
Thus, the Sandler Selling Model, adjusted to the company-client business style, is right for the sophisticated B2B SaaS sphere based on relations. In contrast with other similar selling strategies, Sandler’s selling techniques rely on such approaches as empathy, trust, and credibility. Due to this, SaaS sales teams can cultivate meaningful relationships with prospective buyers, thus achieving better conversion rates and higher customer satisfaction.
Well, that sums it up — no more pursuing prospects that never had any interest, no more attempts to force the close, which makes everyone feel uneasy. When you are working with Sandler, you are giving real solutions, building trust, and, finally, establishing relations with your clients.
