SaaS Sales Process: From 20% to 45% Close Rate

Delamon Rego was stuck at a 20% close rate. Instead of guessing, he mapped every reason deals were dying and built a SaaS sales process from scratch. Within a year, his close rate hit 45%. In this episode, Delamon walks through his complete B2B sales process - from building targeted prospect lists using outsourcers, to cleaning and qualifying leads, to crafting multi-touch SaaS sales process cadences that blend email, phone, and social selling.

The SaaS lead generation system starts with outsourcing list building on Upwork at low cost - custom lists outperform purchased ones because you control the fields. NeverBounce reduced bounce rates from 25% to under 3%. Then the SaaS selling process kicks in: 11-step cadences over three weeks mixing six emails and five phone calls, because half of all leads come from touch seven and beyond.

Delamon Rego is the COO of TOMIS Tech, the first AI-powered marketing intelligence platform for tour operators, and creator of The Win Rates Bible.

🔑 Key Lessons

• 🎯 Outsource list building for your SaaS sales process: Hiring outsourcers on Upwork produces tens of thousands of qualified rows far cheaper and fresher than purchased lists, with custom fields that improve response rates.
• 📉 Validate emails before outreach or risk killing your SaaS lead generation: NeverBounce reduced bounce rates from 25% to under 3%. High bounce rates damage sender reputation and can get your domain flagged as spam.
• 🤝 Qualify prospects early in your SaaS sales process: Filtering 10,000 leads down to 2,000 qualified ones using company size, buyer title, and BuiltWith tech spend data produces the same wins with far less effort.
• 🚀 Run long cadences because half of responses come late: Most founders quit after two or three touches, but data shows roughly 50% of positive responses in any B2B sales process come from touch seven and beyond.
• 💰 Write short curiosity-driven emails focused on prospect pain: Two to three bullet points, a curiosity-driven subject line, and language framed around problems rather than features consistently outperform long emails in the SaaS sales process.

Chapters

• Introduction
• Delamon's background and current work at TOMIS Tech
• Starting the Win Rates Bible and improving close rates
• Overview of the SaaS sales process for email outreach
• Step 1 - Defining your ideal customer profile
• Three ways to build a prospect list
• Why outsourcing list building beats buying lists
• Scraping, buying, and outsourcing compared
• Step 2 - Cleaning and qualifying the list
• Qualification criteria examples
• Deduplication and email verification
• Using NeverBounce to reduce bounce rates
• Step 3 - Outreach and sales cadences
• Email versus phone - which works better
• Using social media in your outreach cadence
• Email writing tips and recommended resources
• Tools for sending outreach emails at scale
• Anti-spam best practices
• Final advice and wrap-up

Resources

• Full show notes: https://saasclub.io/191
• Join 5,000+ SaaS founders: https://saasclub.io/email