135 episodes

B2B SaaS Sales is still an emerging domain in Europe. European salespeople and their leaders share actionable initiatives, best practices and insights on how you can source and close more deals faster and become a better sales professional.

For more free resources please visit
- https://www.unique.ch/ to increase sales with winning moments in every customer conversation
- https://thesalesplaybook.io/ on coaching committed B2B startups to exceed their sales goals

Europe's B2B SaaS Sales Podcast Unique x SalesPlaybook

    • Business
    • 5.0 • 1 Rating

B2B SaaS Sales is still an emerging domain in Europe. European salespeople and their leaders share actionable initiatives, best practices and insights on how you can source and close more deals faster and become a better sales professional.

For more free resources please visit
- https://www.unique.ch/ to increase sales with winning moments in every customer conversation
- https://thesalesplaybook.io/ on coaching committed B2B startups to exceed their sales goals

    #131 How to find and hire the right candidates with Michael Jezela, VP Sales at Cosuno

    #131 How to find and hire the right candidates with Michael Jezela, VP Sales at Cosuno

    Cosuno is a success story from Germany. Michael started at Cosuno in November 2020 when they were 8 people. Today, the company employs almost 200, out of which 60 are in sales. How can you find and hire the right talent so quickly in the current "war for talent"? Michael shares a few answers to that question. 

    • 29 min
    #130 How to make pricing a game changer with Jeffrey Tjiok, Director at Simon-Kucher

    #130 How to make pricing a game changer with Jeffrey Tjiok, Director at Simon-Kucher

    Pricing is part science, part art. And huge for profitability.

    Jeffrey Tjiok worked with 25+ B2B Tech companies, many of them VC-backed unicorns.

    👉 Here are 5 Insights from him on how to make pricing a game changer for you

    with Jeffrey Tjiok on our Europe’s B2B SaaS Sales Podcast (1st comment).

    1️⃣ Master your pricing toolbox to defend value

    Many startups immediately rush into discounting.

    Instead find out WHY the offered price seems too high.

    Then offer value-add, low-cost items sequentially in the process.

    2️⃣ Embrace long-term quid pro quo

    Ask what you get in return instead of giving in to incumbents “kicking tires”.

    Steer the discussion away from price towards focusing fully on value.

    Frame concessions with a clear (time) limit, e.g. 1st-year discounts.

    3️⃣ “Everyone’s responsible for pricing”

    Pricing is one of the most cross-functional disciplines.

    Product marketing has to tell a compelling story around the offering.

    Sales needs clear pricing guidelines to close profitable, attractive deals.

    This requires close alignment of the company’s leadership (CRO x CFO x CMO).

    4️⃣ Your pricing needs to follow your business objectives

    One of Jeffrey’s clients moved from volume- to revenue-focus and is now valued at $10B.

    You need to decide first if growth, profitability, retention or win rates are most important.

    As you scale quickly, getting pricing right is crucial to build a sustainable business.

    5️⃣ Pricing can have a huge impact on profitability

    Many Silicon Valley companies follow a “reach first, rich second” model.

    If you’re a VC-backed, hypergrowth scaleup, that’s great.

    • 29 min
    #129 How to scale 0-100(!)M ARR quickly with Martin Giese, Coach & Advisor & Investor

    #129 How to scale 0-100(!)M ARR quickly with Martin Giese, Coach & Advisor & Investor

    Martin Giese is a B2B Startup Sales legend that interviewed many hypergrowth scaleups such as Personio, SAP Hybris, LeanIX & many more for "Fast Forward: Accelerating B2B sales for startups".

    👉 Here are 3 Insights from him on how to scale 0-100(!) million ARR quickly on our Europe’s B2B SaaS Sales Podcast (1st comment)

    1️⃣ Increase your prices with confidence

    Go to your pricing page and increase prices by 20%.

    You could charge (way) more without losing deals.

    Most startups don’t price aggressively enough.

    2️⃣ Emphasise NRR - Net Revenue Retention

    Achieving negative churn starts with your mindset that closing a deal is only the start.

    How the revenue from your existing customers evolves is quintessential in SaaS.

    Aim for 100%, if you have >200% Martin would like to get involved, so write him.

    3️⃣ Scaling 10->100M ARR is also a mindset

    Personio’s founder Hanno Renner decided to raise his 2019 VC round in the US.

    Because no VC in DACH had the track record & ambition to think this big.

    Why not hire 10x the people you do today if you believe it works?

    4️⃣ You can’t afford to not fix your bottlenecks - like churn

    If churn is not under control, you will reach stagnation mode sooner or later.

    Fixing 1% of churn is equal to fix 10% of your sales performance.

    This also means getting the fundamentals & more right.

    5️⃣ If in analysis-paralysis, validate hypotheses quickly

    You cannot afford NOT to take decisions regularly on an ongoing basis.

    If unsure, look for ways how to assess your past data “experiments”.

    Then define inexpensive, fast hypotheses to validate for the future.

    • 37 min
    #128 Why to write & sell like you speak normally with Jan Mundorf, AE@Pleo & Tech Sales Ambassador

    #128 Why to write & sell like you speak normally with Jan Mundorf, AE@Pleo & Tech Sales Ambassador

    Jan’s getting job offers for 3x the money he is making today - rejecting them all.

    Because he’s prioritising People, Product & Personal Development before money (now).

    👉 Here are 3 Insights from him on our Europe’s B2B SaaS Sales Podcast (1st comment)

    1️⃣ Write like you speak

    Jan validates his outreach with his growth manager, reading it on a mobile phone & more.

    Then being relentless about A/B testing if the system is running reasonably well.

    And never forget: Write like you speak, keep it natural, don’t overthink it.

    Have a “Player instead of Prisoner” mindset to put humans first.

    2️⃣ Professionalise your sales stack

    Jan is using best of breed tools across the whole sales stack:

    - Salesloft for Sales Engagement top funnel
    - Lusha / Lead IQ for data gathering
    - Chili Piper for meeting scheduling
    - Gong / Unique for call reviews

    - Reachdesk for small gifts

    3️⃣ Attract & retain top sales talent: People, Product, Personal Development

    Pleo raised 9-figures at a Unicorn valuation, growing 300 -> 700 people in 4 months.

    Especially at hypergrowth, Pleo is “values first” and emphasises that in hiring.

    In a company which is “going places”, in a space that is scaling quickly.

    Jan’s priority in life is learning from people he love’s working with.

    #podcast #startupsales #b2bsaassales #startup #salesplaybook #hypergrowth

    • 30 min
    #127 How to close the biggest deal of your career with Jamal Reimer, Founder of Mega Deal Secrets

    #127 How to close the biggest deal of your career with Jamal Reimer, Founder of Mega Deal Secrets

    “Run-rate selling” sucks. The constant pressure, pace & pain of potentially not hitting quota.

    Jamal Reimer went from missing quota to closing 8-figure deals repeatably. Here’s how:

    👉 Here are 3 Insights on how to (>)10x the size of your biggest deal from having a true enterprise sales legend on our Europe’s B2B SaaS Sales Podcast:

    1️⃣ Dig a well before you’re thirsty

    Provide tons of value to executives and key opinion leaders BEFORE you need their help.

    Jamal shared valuable industry insights with his management team proactively.

    The first time he needed the support of an executive, they were more than happy to help.

    2️⃣ Run-rate selling is fundamental. Mega deals are game-changing.

    You’re never escape run-rate selling. As a company and individual early on.

    How much of your time you can invest into a mega deal depends on your account list.

    Jamal had 4 accounts at the time of closing a $53M deal. And 2 did not want to talk to him.

    3️⃣ Embrace multi-threading in a multi-product setting with a major account plan

    Jamal’s account spreadsheets “were a kilometer long” to understand an organization.

    At this deal size, orchestrating the buyer journey is also hugely important internally.

    He managed his internal organisation in weekly meetings, but knew he did not want to go into management…

    …which is why he founded his own company now! 🤩

    👉 Listen to the full episode in the 1st comment

    #podcast #startupsales #b2bsaassales #startup #salesplaybook #enterprisesales

    • 25 min
    #126 (6th German episode) Unlocking the mystery of being authentic and the difference of that aspect in services and product sales with Martin Mühlbach, Head of Sales & Marketing at ITARICON

    #126 (6th German episode) Unlocking the mystery of being authentic and the difference of that aspect in services and product sales with Martin Mühlbach, Head of Sales & Marketing at ITARICON

    Telling somebody "to be authentic" does not mean much at first. Because authenticity is relative to the person you are telling to be so. Martin and I unlock what it means in the context of selling. Because what we actually want to say is that some traits are important in sales (be honest, direct, speak about problems, say no to business that has no positive long term effects) and that those traits should come naturally to salespeople. What do you think?

    • 29 min

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