#29 Fredrik Ström / Learning B2B SaaS sales in a unicorn

Was a true pleasure to discuss B2B SaaS Scaleup sales with Fredrik Ström who before coaching entrepreneurs at Plug and Play Tech Center helped Dataiku in enterprise sales to hit a $2.8B valuation. 3 things that we learnt from him: 1️⃣ Enter the client's world: Empathy and active listening are are essential to understand how clients understand, evaluate and buy in THEIR world, instead of trying to "map" them onto your sales process, deal stages or similar 2️⃣ Selling is learning. The co-founder & CEO needs to remain close to customers to learn quick enough and feed back these insights to enable quick but efficient growth 3️⃣Unlearning takes time: Fredrik favours hiring younger sales people as experienced reps often need to unlearn certain behaviors or change the mindset into a completely new sales approach.