Vertical SaaS Sales done right — from 0 to 2500 customers.
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Transcript of Vertical SaaS Sales done right — from 0 to 2500 customers.
Zenchef Founder & CEO
@xavzeitoun
Bookings management and online marketing
SaaS solution for restaurants
OUR JOURNEY FROM 0 TO 2500 CUSTOMERS IN 4 COUNTRIES
2,5M€ ARR - 8M€ RAISED
HOW WE BUILT A SCALABLE SALES STRATEGY
SALES HIRING AND MANAGEMENT TIPS
FROM 50 TO 650 CUSTOMERS: 1ST SALES HIRES
➤ 8 sales reps: young graduates with no sales experience
➤ Cold calling & door to door prospecting (commandos)
➤ Tools: PDF Sales presentation & Excel
KEY LEARNINGS
➤ Field sales CAC requires high ACV
➤ City by city development is slow
➤ VCs don’t invest in car fleets
AT MORE THAN 10 REPS, IT’S ALL ABOUT PROCESSES
➤ Start measuring calls, contacts, demos
and all sales activities in a CRM
➤ Write scripts for everything and iterate
continuously
➤ Processes for new reps hiring &
onboarding
➤ Processes for reps coaching
LEAD GEN ADAPTED TO RESTAURANTS
➤ Adwords and other traditional
approaches do not work
➤ Partners strategy to target restaurant
owners via industry specific suppliers
➤ Once a lead gen channel works, invest
more and automate processes with tools
BENEFITS OF SALES ROLE SPECIALIZATION
➤ Clear missions for each member of the team: cold calling > demos > closing > onboarding and account management
➤ Easiest conversion rate analysis and testing
➤ Dedicate best reps to closing and increase number of contracts sold
➤ Lower cost than « full-stack » reps and pay less for young SDRs
5 LESSONS LEARNED FROM SELLING SAAS TO 2500 RESTAURANTS
➤ Investors will ask you to sell before to build your product
➤ SaaS for local businesses is very cash consuming before to scale
➤ Most SaaS Sales & Marketing strategies do not work with local businesses
➤ Local businesses need SaaS solutions, not features
➤ Be obsessed with funnel optimization