When it comes to scaling a SaaS startup, the sales process is often a make-or-break factor. Founders might think they've nailed down a strategy, but turning it into a scalable process is a different ball game. Here's how to do it right.
At the outset, resist the temptation to hire a large sales team. Instead, begin with one or two sales reps. This approach allows you to identify what works and what doesn’t. If only one rep is performing well, it's easy to pinpoint whether it's the individual or the process that needs adjustment. Scaling too quickly without refining your process can lead to more problems than it solves.
Founders often have a unique ability to sell their product. Their passion and deep understanding resonate with early customers. However, this "founder selling" is challenging to replicate. Your first sales reps won't have your story or charisma, making it crucial to develop a process that they can follow and succeed with, even if they lack your founder's edge.
Just as with product development, start with a Minimal Viable Product (MVP) approach to your sales process. Identify the key steps your reps are taking and see if they can be repeated. If you notice consistent success with specific actions, you’re on the right track. The goal is to create a repeatable process that can be taught to new hires and scaled effectively.
As your startup grows, you’ll need to introduce specialization within your sales team. This could mean separating lead generation (BDRs/SDRs) from closing deals (AEs). Early on, your reps might wear multiple hats, but as you scale, specialized roles help maintain a full pipeline and ensure deals are consistently closed.
In the early stages, your compensation structure should reflect the uncertainty of your sales process. If your process isn’t fully developed, consider offering a higher base salary with lower commission to attract talent. As your process matures and becomes more reliable, shift more compensation towards commission to align incentives.
Your first sales hire should be more entrepreneurial than a traditional sales rep. They need to thrive in uncertainty and be comfortable working without a fully defined process. If they can sell in this environment, they’ll be instrumental in helping you refine and scale your sales strategy.
Building a scalable SaaS sales process is a gradual and iterative journey. Start small, focus on creating repeatable processes, and be mindful of when to introduce specialization. The right approach will turn your sales team into a powerhouse capable of driving your SaaS startup to new heights.