The Top Traits of a Successful Enterprise Seller

Enterprise sales professionals are the backbone of any successful software-as-a-service (SaaS) business. They navigate complex deals, foster long-term relationships, and work to ensure that clients get the most value out of the software solutions they’re investing in. However, not every sales professional is cut out for the unique demands of enterprise SaaS sales. Here I will lay out some topics that make up a top Enterprise Seller as well as some do’s and don’ts.

Deep Product Knowledge

Enterprise SaaS sellers need to be product experts. They don’t just understand what their product does but also how it integrates into various business ecosystems. This includes understanding the technical side of the product and knowing how to effectively communicate its value and differentiation to stakeholders with varying levels of technical expertise. Sellers with deep product knowledge can confidently answer questions, troubleshoot objections, and tailor solutions to meet specific customer needs. The more complex a deal cycle becomes, the more creativity it may demand. This requires product knowledge as well as a deep cross departmental relationship with product, CS and Solution Engineering.

Strong Problem-Solving Abilities

This may shock you, but, CUSTOMER’S DO NOT BUY PRODUCTS. They don’t buy solutions. What they buy and what ultimately makes the purchase worth making are the RESULTS that YOUR SOLUTION will provide to them. In enterprise sales, clients often have complex challenges that require more than a one-size-fits-all approach. The best SaaS enterprise sellers are those who view challenges as opportunities to provide creative solutions. They have an analytical mindset, asking the right questions to uncover the client's pain points and then mapping those issues to their product’s features and benefits. Getting to the “Why” is absolutely crucial. Why should be asked of nearly everything. “Why are you asking that” “Why is that important to you?” “Why have you looked at it through that Lense?” Equally as powerful to “Why” in the 5Ws and a H, is the H. HOW? Both how and why are leading words in an Enterprise Seller’s vocabulary when speaking to a prospect. Their ability to adapt, analyze, and respond to unique situations is essential for building trust and credibility with potential customers.

Driven By Providing Value

It’s easy to sell knick-knacks and things that people see as flashy but will only use once or twice. It is a little harder to utilize the “volume selling” method and pitch as many people as you can on your product to see what lands…. Law of numbers says, someone will say yes eventually. It is most difficult to take your time, dig in, find out what is the true pain of the prospect to see if a relationship even makes sense to talk about. THIS is what truly drives a true sales professional. An Enterprise Seller will understand the market that they serve and the typical issues that impede success for companies within that market. That seller will also understand the exact areas of which their product will provide solutions. Then, an Enterprise Seller will ask layered questions to get to the root cause of problems and their impacts to understand what solutions to apply.

Exceptional Relationship-Building Skills

Enterprise SaaS deals are rarely closed after a single conversation. They involve multiple decision-makers, lengthy sales cycles, and the need for long-term partnerships. Top SaaS sellers excel at building and nurturing relationships. They know how to network within an organization, leverage champions, and create advocates for their solution. Moreover, they maintain a client-focused approach, staying engaged even after the sale, which helps in building a loyal customer base and securing renewals or upsells down the line. HOWEVER – what Brent Adamson & Matthew Dixon have taught us is that, while relationships and “buying from someone you like” use to dominate the selling methodology – things have changed. With everything at our fingertips now, people want their information NOW and they want it to be powerful. In all fairness…. They don’t care about you or what you are selling. They care about the result that you may be able to provide. This is why The Challenger has emerged as the leading sales style, which also incorporates the important parts of building relationships.

Resilience and Persistence

Enterprise sales can be challenging, with numerous rejections and setbacks along the way. Great SaaS sellers are resilient and persistent. They don’t let a single lost deal or negative feedback derail their efforts. Instead, they remain focused, learning from each experience and continually refining their approach. Persistence, combined with a growth mindset, allows them to handle high-stakes negotiations and emerge with a deal that benefits both the customer and their company. My favorite phrase…. “LIVE IN THE MIDDLE.” The sales “game” can tear you up if you let it and it can make your ego detrimental to your professional career, if you let it. Do not let yourself get too far down when you go through a bad spell. Sure, learn from your mistakes and understand that you made them. But, do not hold yourself under the water of misery due to them, you will never come back out. Conversely, do not live in the clouds too long after a big win. We all have heard the phrase in sales, “What have you done for me lately?” As soon as you close that big deal, not only your boss is looking for the next one, but you should be too. Absolutely, celebrate the wins – but bring yourself back to normal and back to the grind, or you may find yourself falling from the clouds, to the misery in the water very quickly.

Strategic Thinker with a Long-Term Vision

While the immediate goal is to close the deal, successful SaaS enterprise sellers also focus on the bigger picture. They are strategic thinkers who understand the importance of long-term customer success and alignment with the customer’s business goals. They’re not just selling software; they’re selling a vision of what the customer’s business can achieve with their solution. By aligning the SaaS product with the customer’s future goals, they position themselves as trusted advisors rather than just salespeople. Never stop at the 1st level when asking questions. You have to have the courage to dig deeper with those Why and How words to get to the 2nd, 3rd, 4th layer of true impact in order to understand the actual problem. Stopping at the 1st level may give you an immediate answer to show you A problem… just might be THE problem that needs solved.

Excellent Communication Skills

Clear and effective communication is vital for enterprise sales. SaaS sellers must be able to convey complex information in a way that’s easy for various stakeholders to understand. This includes explaining technical details to non-technical buyers, conveying the business impact to C-suite executives, and managing expectations with implementation teams. Exceptional communication skills enable sellers to bridge gaps, resolve misunderstandings, and keep the sales process moving smoothly.

Data-Driven and Results-Oriented

The best SaaS enterprise sellers leverage data to guide their sales strategies. They know which metrics matter and how to use CRM tools and analytics to track progress, identify trends, and forecast outcomes. Being data-driven also helps them make informed decisions about which prospects to pursue, which tactics to adjust, and where to allocate their time and resources for maximum impact. This results-oriented approach ensures they are consistently moving toward their sales targets. In one of my last articles, I referenced how sales people HATE CRMs…. They do. HOWEVER. A true sales professional recognizes the absolute power of a clean and organized CRM and how it will not only assist in their sales success, but ACCELERATE it!

Adaptability and Tech Savviness

The SaaS industry is constantly evolving, and enterprise sellers need to keep pace with technological advancements and shifting market dynamics. Top sellers are comfortable using a variety of tools, from CRM systems to AI-powered analytics platforms. Their adaptability ensures they can pivot strategies when necessary and adopt new technologies that enhance their efficiency and effectiveness in closing deals. Evolve or die, I always say. Well – not really “die” but, if you want to be a true Sales Professional, you will never stop learning, never stop adapting and never stop evolving.

High Emotional Intelligence (EQ)

Finally, great SaaS enterprise sellers have high emotional intelligence. They can read the room, pick up on subtle cues, and respond to the emotions and needs of their clients. This helps them build rapport, empathize with clients’ pain points, and navigate complex interpersonal dynamics during the sales process. High EQ also helps them handle objections with empathy, making clients feel heard and understood, which is often a key differentiator in closing high-value deals. Managers – if you notice your high performer not “owning the room” at an event, do not fret. They are simply analyzing the room and the people in it, finding different angles of attack and relationships to leverage.

Becoming a successful Enterprise Seller requires a blend of technical knowledge, strategic thinking, and interpersonal skills. Those who can master these traits are well-equipped to navigate the complexities of enterprise sales, build strong client relationships, and ultimately drive growth for their SaaS business. By honing these characteristics, SaaS enterprise sellers can not only excel in their roles but also create lasting value for their customers and their companies.

-GR