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Sales Process

The Tech Sales Processfor SaaS Companies

Complete guide from discovery to demo to close for location-analytics software. Learn proven methodologies for selling complex technical solutions.

18 min read•By Justin Griffioen•Updated December 2024

Selling technical software to sophisticated buyers requires a structured approach that addresses both technical requirements and business outcomes. For geospatial and location intelligence solutions, the sales process must navigate complex evaluations, multiple stakeholders, and detailed technical assessments.

This guide outlines a proven 5-stage sales process specifically designed for technical B2B SaaS companies selling to enterprise customers.

5-Stage Technical Sales Process

Discovery

45-60 min

Understand current state, challenges, and requirements

Objectives:

Map current technology landscape
Identify key pain points and impacts
Understand stakeholder roles
Qualify technical requirements

Deliverables:

Discovery notes and summary
Technical requirements document
Stakeholder map
Next steps agreement

Technical Demo

60-90 min

Demonstrate solution capabilities with prospect data

Objectives:

Show relevant use cases
Address technical concerns
Demonstrate integration capabilities
Validate solution fit

Deliverables:

Custom demo environment
Technical Q&A documentation
Integration overview
Demo follow-up materials

Proof of Concept

2-4 weeks

Limited pilot with prospect's actual data and workflows

Objectives:

Validate performance with real data
Test key integration points
Train initial user group
Measure success metrics

Deliverables:

POC environment setup
Success criteria definition
Training materials
Performance report

Commercial Discussion

30-45 min

Present pricing, terms, and implementation timeline

Objectives:

Present commercial proposal
Address pricing concerns
Clarify implementation plan
Negotiate contract terms

Deliverables:

Commercial proposal
Implementation timeline
Contract template
ROI analysis

Decision & Close

1-3 weeks

Support final decision process and close the deal

Objectives:

Address final objections
Support internal approval
Facilitate vendor selection
Execute agreements

Deliverables:

Reference calls
Executive summary
Signed agreements
Implementation kickoff

Technical Demo Strategies

Problem-First Approach

Start with their specific pain points before showing features

Best Used When:

When you have clear understanding of their challenges

Example:

Show how slow data processing impacts their deadlines

Data-Driven Demo

Use their actual data or similar industry datasets

Best Used When:

For technical stakeholders who need proof

Example:

Process their survey data to show speed improvements

Workflow Simulation

Demonstrate their actual business processes

Best Used When:

For end-user stakeholders focused on usability

Example:

Show complete mapping workflow from data to deliverable

Integration-Focused

Emphasize how solution fits their tech stack

Best Used When:

For IT stakeholders concerned about system integration

Example:

Show API connections to their existing GIS platforms

Stakeholder-Specific Sales Approaches

Technical Evaluators

Capabilities & Performance

Key Messages:

•Technical superiority and innovation
•Performance benchmarks and scalability
•Integration ease and API capabilities
•Security and compliance features

Supporting Materials:

Technical specifications
Architecture diagrams
Performance benchmarks
Integration guides

Business Decision Makers

ROI & Business Impact

Key Messages:

•Business value and ROI quantification
•Productivity improvements
•Competitive advantages
•Strategic alignment

Supporting Materials:

ROI calculator
Business case template
Success stories
Executive summary

End Users

Usability & Efficiency

Key Messages:

•Ease of use and learning curve
•Workflow efficiency gains
•Feature completeness
•Support and training

Supporting Materials:

User interface demos
Training materials
User testimonials
Support documentation

Common Objections & Responses

Technical Objections

"Your solution doesn't integrate with [System X]"

Response: Show API documentation, discuss custom integration timeline, or demonstrate similar integrations.

"Performance seems too slow for our data volume"

Response: Discuss optimization options, show performance benchmarks, offer POC with their data volume.

Commercial Objections

"Your pricing is higher than [Competitor]"

Response: Quantify value differences, show total cost of ownership comparison, focus on unique capabilities.

"We need to evaluate more vendors first"

Response: Understand evaluation criteria, offer to help with vendor comparison, suggest pilot approach.

Essential Sales Tools

ROI Calculator

Quantify value proposition with prospect-specific calculations

• Time savings calculations
• Cost reduction estimates
• Productivity improvements
• Implementation timeline

Technical Questionnaire

Standardized discovery questions for technical requirements

• Current technology stack
• Data volume and formats
• Integration requirements
• Performance expectations

Demo Scripts

Structured demo flows for different stakeholder types

• Technical deep-dive
• Business overview
• End-user workflow
• Executive summary

Sales Process Metrics

25%

Discovery to Demo

Conversion Rate

60%

Demo to POC

Conversion Rate

40%

POC to Close

Conversion Rate

120

Average Days

Sales Cycle

Related Resources

Qualification

Lead Qualification 101 for B2B SaaS

Master the qualification process that feeds into technical sales.

Read Guide

Positioning

How to Position SaaS Software for Enterprise Buyers

Develop the positioning that supports your sales process.

Read Framework

Need Help Optimizing Your Sales Process?

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