SaaS Sales Training Course


In 2011 we took our first venture into SaaS sales training when we partnered with Microsoft to set up and run the Microsoft Sales Academy.  They were launching a new product called Office 365 and we were lucky enough to be chosen to work with them. 

Since then, the majority of our SaaS sales training clients didn’t quite have the same budgets or brand awareness as Microsoft, and we’ve had to learn the hard way, proving product/market fit, systemising sales and scaling up with start-ups, SMEs and SMBs.

saas sales training courses

Regardless of what stage you are at, this course will help your team with both strategy, and the hands on, practical skills required for selling SaaS.

There’s a new way to deliver sales growth…

Don’t buy Sales Training until you’ve watched this video

Our SaaS sales training course is a 1 day workshop where we work with you to transform your sales and lead generation results.  

We guarantee there is no other programme comparable to this in terms of the content and depth.  We will demonstrate and coach you through the process of finding, closing and growing customer accounts.   

Choose your course agenda based on the main SaaS sales roles, namely SDRs and Account Executives to ensure the relevance of the course content. 

This course is ideal for any customer facing SaaS salespeople and line managers of salespeople who need a solid grounding in selling SaaS solutions.  Previous attendees have included:

  • Market Development Reps
  • Sales Development Reps
  • Account Managers
  • Business Development
  • Line Managers
  • Entrepreneurs/Founders

Traditional SaaS sales training is designed around calls, scripts and cold email programmes.  Whilst each of these are important, they are tactical and not strategic. 

Studies show that traditional sales training delivered over 1 or 2 days leaves everybody feeling great, but they forget up to 90% within 30 days. This means you have wasted up to 90% of your budget and sales are still stalled.

We don’t deliver training, we deliver results designed to grow MRR and scale your sales.

Our SaaS sales course has 2 different agendas based on the most common roles within SaaS, namely SDRs and Account Executives.  The SDR course is more focussed on finding new leads, and the Account Executives training is more focussed on closing and grow customer accounts.

Option 1 – SDR training:

Sales Mindset of a Winner: This module forms the bedrock of success. It redefines the sales narrative, instilling a mindset of ambition, resilience, and unwavering belief in yourself and your solution. Develop the mental strength to thrive in a competitive landscape, embrace challenges as opportunities, and drive the relentless pursuit of your goals.

Perfecting your Value Proposition: Move beyond generic features and benefits. This module empowers you to craft a compelling narrative that articulates the unique value your solution delivers to clients’ specific challenges and aspirations. Learn to quantify impact, paint a vivid picture of desired outcomes, and position your offering as the catalyst for their success.

Outbound Sales Prospecting: This module hones your Omnichannel prospecting skills, equipping you to identify ideal clients, engage with targeted outreach strategies, and qualify leads with laser focus. Transform cold calls into warm conversations and unlock a pipeline of promising sales opportunities.

Needs Assessment Discovery & Qualifying: Discover the art of asking powerful questions that reveal clients’ true needs and motivations. This module trains you to actively listen, uncover hidden anxieties and goals, and conduct insightful assessments that ensure a perfect fit between your solution and their desired future state. Leave no stone unturned and elevate your qualification process to an art form.

Option 2 – AE training:

Pre-demo Preparation: Equip yourself with meticulous pre-demo planning skills that ensure a flawless performance. Learn to research client needs, anticipate objections, and craft a personalized narrative that showcases your SaaS solution’s true potential. Set the stage for an engaging experience that inspires and motivates buyers.

Selling Value, Not Price: Shift the conversation paradigm and break free from the price trap. This module empowers you to articulate the unique value your SaaS product delivers, translating features into concrete benefits that address client challenges. Quantify the impact, and position your solution as the catalyst for their desired future state. Leave clients focussed by the value you offer, not the price tag.

SaaS Product Demos: Transform your demo from a rote presentation to an interactive workshop. This module hones your skills in live product walk-throughs, weaving captivating storytelling into clear explanations, and handling objections with ease. Learn to leverage interactive elements, anticipate questions, and guide clients on a journey that culminates in a resounding “yes.”

Objection Handling Techniques: Anticipate and address objections before they arise, preventing friction and maintaining momentum. Develop robust rebuttal techniques that reframe concerns, highlight the value proposition, and leave clients confident in your solution. Hone your negotiation skills to secure win-win agreements that satisfy both your clients and your bottom line.

People learn by doing not sitting in class rooms discussing sales theories.  Furthermore, without an opportunity to practice a new skill salespeople will lose the skill within 30 days.  We use a training methodology called “work based learning” which helps salespeople learn while they are working.  We do this by creating sales campaigns and working with your team to implement them.  We typically achieve:

  • Up to 90% higher adoption of new skills
  • A proven system to follow for everyone in the company
  • Deeper integration between sales and marketing
  • Increase in overall sales productivity
  • Motivating goal setting strategies with personal action plans for everyone

This course can be delivered:

  1. On site as a one day bootcamp.  Minimum 5 people.  Additional travel & Accommodation charges apply.
  2. Remotely online via 4 x live 90 minute workshops. Dates and times confirmed on booking.

During the training period each participant has a access to a dedicated coach via telephone, email and live chat. 

Option 3 – join Legends Club our weekly open sales classes and get ongoing coaching and training to help you internalise and master the new skills you need to be successful.


Sales Reps leave our courses energised with new ideas, strategies and tactics but often additional questions can arise where they need a sounding board. We provide post course support through our Sales Coaching Platform built inside MS Teams where members can ask questions, via chat, mail and conferencing calls.

The platform uses the Microsoft Teams application and can be access via PC, Tablet or Phone and contains FREE Guides, Templates and Tools.

Ongoing 1-2-1 coaching is also available at an additional cost.

What level of sales experience do the sales training programmes cover?

Our clients have a wide variety of backgrounds but this course is most relevant for SaaS Business Owners, SaaS Sales Managers, SaaS salespeople and Account Managers. What they all have in common is a desire to learn and sell more.

Does the training work with other selling systems and methodologies?

Yes. If you have already trained your salespeople, our training and coaching works alongside any of the major selling systems, such as Miller Heiman, Richardson, SPIN or Solution Selling. In addition we can help you integrate our training into your sales playbook or help you build your own sales playbook. 

Will the training cover the sales topics that are important to me?

Yes – all our training and coaching includes an initial needs analysis where you can specify specific areas that are important to you on the condition they are related to sales and marketing.

Do you provide bespoke services for larger organisations?

Yes, and as examples we can help you create and run your own Sales Enablement portal, or provide speakers for sales conferences. Please email us via the Contact Us page with your enquiry.

What industries does the training cover?

Our sales training and coaching is specific to Business to Business selling, not to any specific vertical. We do however have lots of experience selling SaaS solutions within IT, Software, Pharma, Technology,  Digital Media,  Engineering, Oil & Gas, and Financial Services.

Additionally many of our clients require bespoke training programmes built around the specific needs of their organisation and people. In SaaS we typically work with clients in three main areas as follows:

1. Value Proposition and Product Market Fit

2. Sales Process and selling systems

3. Scaling sales

Understanding where your business is helps us ensure we are delivering the most relevant content and support for your organisation.

Please use the Book a call function below to speak to one of our coaches.

As every business and its people are unique, it’s not unusual for people to still have questions.  You can book a no obligation call with one of our coaches who can answer any questions you may have.


The Microsoft Sales Academy changed my entire outlook on selling. Since attending Iain’s class I’m selling more effectively and generating great new business. The approach requires constant reinforcement and Iain is always extremely helpful in offering guidance and ensures we understand the material. Iain is a fantastic trainer and I would not hesitate to recommend him.
Craig Taylor – Cloud Solutions Manager, Phoenix Software
Klozers have been helping to train members of my team who are both relatively new to sales and they have found this very useful and have come away from the training sessions inspired and much better informed/equipped. In addition, they have been extremely helpful in assisting me with the overall strategy for a certain part of the business often providing new thoughts they may have had. I can honestly say, attention to detail and vigour Iain provides goes way beyond the call of duty and I cannot recommend him and his company enough.
Antonia Ward – Partnership Director, GSI Events

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SaaS Sales Training Course

SDR & AE Options


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60 Minutes
Pre-Work Included in Every Course

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