This is a common early stage startup trap: assuming that every SaaS sells like a typical product. But what if your solution isn’t just a product but something that requires onboarding, configuration, or customization? In that case, a regular salesperson won’t make it. You don’t just need a “closer”—you need a consultative sales specialist.
A Product Salesperson works in a straightforward model — presents features, runs demos, talks about product benefits, convinces the client to buy, and closes the deal. This works well when the customer knows exactly what they need and is purchasing an off-the-shelf solution.
Consultative Selling is a whole different game.
If your solution requires onboarding or customization, your sales rep can’t just be a presenter. They need to:
- Understand the customer’s unique problems and needs before talking about features
- Analyze potential implementation challenges together with the customer
- Craft a tailored solution that fits their business processes
- Lead the conversation not about the “product” but about business value
This is a fundamental difference that defines the success of SaaS sales teams. And that’s why many founders make a mistake—they hire product salespeople when they really need consultative sales professionals.
TEST: Do You Really Have Right competences in Your Team?
Check if your sales model aligns with the specifics of your offer:
- Is your product truly plug-and-play, or does it require some customization?
- Does your sales process include an onboarding and configuration phase for the Client?
- Does your sales process involve active exploration of customer problems and needs instead of going just through a product demo?
- Does your sales process requires addressing larger Buying Centre?
- Does your sales process involve identification and mitigation of client’s purchasing barriers?
If you answered “yes” to most of these questions it may imply that your SAAS is more consultative than you initially thought. If your sales aren’t closing as fast as you expected, it might be time to rethink your sales model and sales competences.
Why Consultative Sales Are So Important at the MVP Stage
At the MVP stage, you need more than just strong salespeople —you need people who help you understand the market and evaluate your Product Market Fit. A Product Salesperson will help you close deals faster, but a Consultative Sales Rep will help you build a sales strategy that aligns with real customer needs.
And that’s exactly what you need in the early stage—not just leads, but also actual insights:
- What are the real purchasing barriers customers face?
- What aspects of implementation worry them the most?
- What needs improvement in your product to make it more accessible?
This isn’t just sales—it’s a learning process about your market. If you want to scale effectively, start by hiring people who can sell a solution, not just a product. Maybe instead of just another “closer,” you need someone who can additionally help you refine your go-to-market strategy.
How about your team? Do you have product salespeople or consultative sales experts?
About the author:
Agnieszka Węglarz is an experienced ex-corporate ICT manager, a long time practitioner, business consultant and mentor. She helps tech startups and SMEs to streamline their businesses with limited resources. In her workshops and projects she concentrates on practical aspects of business growth. She runs her own consultancy business and cooperates with Google for Startups as an international mentor in business modeling and growth strategies.