Practical Founders Podcast

#93: SaaS Sales Coach Shares How to Improve Your Demo Close Rate – Matt Wolach

Matt Wolach spent 15 years as a successful SaaS account rep, sales leader, and software founder before becoming a SaaS sales coach for early-stage B2B SaaS companies. He has worked with over 250 SaaS founders and sales leaders worldwide to improve their close rates and create repeatable sales systems quickly.

In this episode, Matt shares:

  • How B2B SaaS founders need to learn to sell and understand their own sales processes before hiring salespeople
  • Why technical founders can their sales using a helpful mindset of customer problem-solving
  • Why he starts by analyzing the sales demo to understand what’s working and what needs to be improved in the sales process
  • How successful founders and salespeople show their product less and follow up more than their peers
  • Why software buyers are tired of buying software and don’t want to engage with commission-focused salespeople

Quote from Matt Wolach, B2B SaaS Sales Coach
“The only way a buyer can be excited about your solution is if they are really emotional about their own problem. How can we get them to realize their problem is important and worse than they thought? 

“If they’re gonna take action, they’ve gotta be emotional about their problems. They come in thinking, I just got this thing I want to take care of. And they leave saying, Whoa, I had no idea we were in so much trouble. We have to move now.

“We have to make sure that they prioritize the problem we solve instead of not doing anything and moving on to a different problem. When they realize how bad their problem is and feel the emotion, it helps them see they need to prioritize it and take action instead of putting it on the back burner and waiting till later.”


Find More Episodes Like This


The Practical Founders Podcast

Tune into the Practical Founders Podcast for weekly in-depth interviews with founders who have built valuable software companies—without big funding.

Subscribe to the Practical Founders Podcast using your favorite podcast app.

Get weekly Practical Founders newsletter and podcast updates.

Greg Head recorded this on episode on May 17, 2024 for the Practical Founders Podcast see all of the episodes.

Share Practical Founders


Win the Startup Game Without VC Funding

Learn how all 75 founders on the Practical Founders Podcast created an average founder equity value of $50 million.