How to Establish Impact in B2B SaaS Sales: Turning Conversations Into Revenue

SaaS sales isn’t just about features or pricing—it’s about making a difference. When every platform starts to look the same (blue for social, green for predictive), the question isn’t what you’re selling. It’s why it matters to your customer.

The key? Establishing impact. Done right, it’s the difference between a “nice-to-have” and a “must-have.” Let’s break it down into actionable steps you can start using today.

Peeling Back the Layers: Finding Real Impact

At first glance, most customers only know their surface-level needs. “We need automation,” they say. Or, “We need better reporting.” But those are just the top layers of the onion.

To uncover the core of their need, you have to dig deeper.

This is where asking the right questions matters:

• “What’s slowing you down right now?”

• “How is that impacting your team’s productivity?”

• “If this problem continues for six months, what will it cost your business?”

  
  

Impact lives in the answers to these questions. It’s the pain they feel, the goals they want to achieve, and the obstacles standing in their way. When you understand their true impact, you’re no longer selling software. You’re solving problems.

Three Types of Impact: Which One Matters Most?

Every SaaS solution creates impact in one of three ways. Knowing which type resonates with your buyer is crucial.

1. Increase Revenue

   The holy grail of SaaS sales. Revenue-generating solutions—like lead generation or sales acceleration software—are often the easiest to sell. Why? Because growth trumps all. More revenue means more users, better business value, and shorter sales cycles.

2. Reduce Costs

   Efficiency is key here. Solutions that save money, like cloud storage or automation tools, focus on trimming the fat. But remember, cost-cutting solutions are often sold at a lower price point, making volume critical to profitability.

3. Improve Customer Experience

   Customer experience tools (dashboards, productivity apps, or HR platforms) focus on making life easier for the user. They may not directly boost revenue or slash costs, but they enhance productivity and reduce friction. These tools often have a longer sales runway but create loyal, satisfied customers.

   
   

Ask yourself: What type of impact does your solution provide? And is that the impact your customer values most?

The Psychology of Impact: Rational vs. Emotional Decisions

“In your 10K statement you indicate you plan to expand

internationally and in particular to Canada. Did I get that right??

That is right. We need to grow by 20% and that can only come from Canada.

Have you looked at other regions?

Yes, but we are feeling we are missing out on Canada. We are not doing it right.

What makes you feel like you are missing out?

Our competition is reporting huge growth in Canada...”

Here’s the truth: People buy emotionally and justify rationally.

Think about it. As you can see in the example above, a customer might be intrigued by the promise of “20% growth.” But what really drives them is the fear of being left behind by their competitors. That feeling of missing out often carries more weight than cold, hard numbers.

So how do you tap into this emotional impact?

• Highlight the risks of doing nothing. (“Without this solution, you could miss out on $500K in potential deals next quarter.”)

• Paint a picture of their future success. (“Imagine entering the Chinese market ahead of your competitors.”)

• Use relatable stories and examples to build connection and trust.

  
  

Facts and figures matter, but emotions close deals.

How to Measure and Communicate Impact

Once you’ve identified the impact, it’s time to quantify it. Buyers need to see the numbers—clearly and confidently.

Here’s how to structure your message:

1. Situation: Outline the problem in their terms. (“Your team is spending 10 hours a week on manual reporting.”)

2. Impact: Show what’s at stake. (“That’s $50K in annual lost productivity.”)

3. Solution: Tie your offering to tangible outcomes. (“With our platform, you could save $40K a year and reinvest that into growth initiatives.”)

   
   

When you position your solution as a revenue multiplier or cost saver, the decision becomes a no-brainer.

Final Thoughts: The Difference Between Good and Great AEs

Good AEs know their product inside out. Great AEs understand their customers inside out.

Establishing impact isn’t just a step in the sales process. It’s the foundation of trust, value, and long-term success. When you master the art of uncovering impact, you stop selling features. You start driving real, measurable change for your customers.