The Impact of SaaS on B2B Sales

This approach effectively tells many of your “prospects” that you spent zero time learning about their business prior to asking for a meeting. To send someone who is in no way, shape, or form a viable prospect for your business eight or more messages is a shocking and incredible waste of time. How many of their prospects are like me? The potential wasted time and resources should be truly frightening to sales managers. When the scenario described above begins to happen on a massive scale across all industries, how can we blame our prospects for assuming we have no genuine interest in their business? All important buying decisions are made using the Limbic Cortex, the most ancient part of our brain that has evolved over millions of years. It's also where emotions are produced in the brain. Simply put, how would you feel about interacting with someone who has zero interest in you, your business, or learning how they can improve it? I can say this is the case because had any of those four sales professionals messaged me and taken literally fifteen seconds to scan my LinkedIn profile, they would have seen the following - we're competitors and that my company was a one man operation at the time.

In conclusion, the advancement of SaaS has created both opportunities and challenges for B2B sales professionals. While tools have enabled more connections and conversations at scale, the lack of personalization and over-automation has significantly diminished the perceived value of salespeople in the eyes of buyers.

To overcome the "Great Ignoring", sales professionals must double down on crafting authentic, empathetic, and personalized outreach at scale. Only then will we regain the trust and value we once held in the hearts and minds of our prospects.