🔆 Achieving target six quarters in a row.

I recently caught up with a sales executive at one of my customers – a B2B SaaS company in the Hotel Management space.

I asked him how things had evolved after we did the Traction Momentum workstream – and his answers are worth reflecting upon:

In a nutshell: Niels increased his SaaS conversion rates from 5% to nearly 50% and has achieved all his revenue targets since – meaning: 6 quarters in a row.

I asked him what made the difference – and here’s what he answered:

  • Focus only on customers who are enthusiastic about your product.
  • Ask questions aimed at discovering their wants as early as possible.
  • Identify in <10 minutes if this is worth your time by reading signals such as nodding.
  • Get them to openly talk about all the objections upfront.

He made one explicit remark.

The art is embracing your principles. It all seems logical, but if you don’t work on it, you will do the same for seven or ten years and never improve. Workshopping, reflecting, and discussing real-life cases – and putting all the learnings on paper has made it part of my day-to-day system. It works.”

In short – 

Deliberate focus delivers results.

So, stop shooting with a shotgun, and use a sniper rifle instead.



Question for you to reflect upon:

Are your best sales executives mastering focus? How can you tell?


Be Remarkable


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About the author

Sales Pitch

Ton Dobbe is a former B2B software product marketer who's on a mission to save mission-driven SaaS CEOs from the stress of 'not enough' traction. He's the author of The Remarkable Effect, the host of the Tech-Entrepreneur on a Mission podcast, and writes a daily newsletter on the secrets to mastering predictable traction.