SaaStr: Great Sales Reps Cannot Sell Any B2B Product in Software

According to SaaStr, a great sales rep cannot sell any B2B product well in software. The very best SaaS reps who are truly curious can often sell almost any product, but this group is narrow.

Limits by sales motion

SaaStr states that salespeople can be good at outbound but not inbound, or the reverse. They can perform well only when backed by an established brand and market position. The playbook changes when prospects already know what they are seeking from a #1 or #2 vendor.

Limits by support and competition

Many reps from larger SaaS companies melt when required to run their own demos, answer complex questions, and operate without collateral or processes, according to SaaStr. Reps trained without a strong direct competitor often struggle when one appears. Selling against an aggressive, similar product requires a different toolkit.

Limits by product complexity and price point

SaaStr notes that reps good at familiar products frequently struggle with more complicated or vertically focused offerings. A rep effective at handling 50–100 leads per month and closing $3k–$10k deals rarely possesses the skills needed for $250k deals with multiple stakeholders and longer cycles. The reverse also holds: field reps accustomed to $100k+ deals usually lack the volume, speed, and organizational skills required for high volumes of smaller transactions.

Hiring implications

As a rule, SaaStr advises hiring reps who have sold something harder or more complicated than the current product. Controlling for company stage and price point improves outcomes. A strong CRO or VP of Sales can train reps on new skills, but founders should not assume prior success will transfer without checking the specific variables above.