ICT, Software & SaaS Sales Training: Selling from Features to Value

Are you selling a solution that cannot be explained in two sentences to a customer who needs to consult with multiple colleagues before signing? Then a sales conversation without a clear structure is the biggest threat to your revenue.

With my ICT, Software & SaaS Sales Training, I teach account managers, sales engineers, and sales professionals how to sell complex digital solutions to multiple stakeholders, without the conversation getting bogged down in features and functionalities.

Also check out my complete overview of sales training courses .

Do you recognize this within your IT or software organization?

ICT, software, and SaaS face a number of recurring commercial challenges. Do you recognize any of them?

• Conversations quickly turn to features and functionalities, while the client actually wants to solve a business problem.
• There is insufficient follow-up questioning about the real pain behind a request for "more information" or "a demo".
• The DMU is broader than expected: a user, an IT manager, a financial director, and sometimes an external advisor.
• Inexperienced buyers receive the same approach as experienced buyers, even though they actually need more guidance.
• Trials and demos are being given away without the opportunity, timing, and budget being confirmed.
• Competitors with similar functionality win on price, because the true value has not been made visible.
• Sales cycles drag on for a long time, without it being clear why a deal is stalled.

Sound familiar? Then there is immediate commercial gain to be made here. As the best sales trainer in the Netherlands in 2025, I see this pattern in virtually every ICT and software organization I train. Each of these points can be solved with the right technique.

From explaining functionalities to selling value

A modern customer compares features, prices, and suppliers themselves. Websites, reviews, and demo videos already do that work for them. Therefore, the added value of your salesperson no longer lies in explaining functionalities.

The added value lies in understanding the business problem, mapping the DMU, and making the value visible for that specific organization . Those who talk lose control. Those who ask retain control. This aligns directly with Consultative Selling and advisory selling .

What do you learn during the ICT, Software & SaaS Sales Training?

My 12 sales techniques and 11 scientific topics form the basis. I tailor the exact content to your products or services, your customers, and your team's experience. Topics that recur frequently include:

SPIN Selling for complex digital solutions

Situation questions, problem questions, implication questions, and need-payoff questions shift a conversation from "tell me about your system" to the actual commercial value of a solution. The greater the calculated impact of the problem, the shorter the sales cycle.

Mapping the DMU for digital purchases

Who is the decision-maker? Who are the influencers, such as IT, finance, or management? And has this DMU purchased these types of solutions before? Your team learns to systematically ask these three questions before a solution is presented.

Applying the ORDER model to longer sales cycles

Opportunity, Resources, Decision Making Unit, Exact Solution, and Relationship provide structure to a sales cycle that can last weeks or months. Your team learns to keep track of what has already been confirmed and to ask targeted questions about what is still missing.

Selling value instead of functionalities

If a customer does not see the value, price becomes the only point of comparison. Your team learns to link added value to a concrete business result, not to a list of features.

Strategically deploying trials and demos

A demo or trial is not a free giveaway. Your team learns when a demo strengthens the deal and when it comes too early, before the opportunity and DMU are fully known.

Dealing with price pressure and internal alternatives

"We're building it ourselves." "A competitor offers the same thing for less." Your team learns to investigate these objections and shift the comparison to value rather than discount.

Who is this training suitable for?

This sales training has been developed for ICT, software, and SaaS organizations and is suitable for, among others:

• Account managers
• Sales engineers
• Field service employees
• Inside Sales Representatives
• Business developers
• Customer success managers with a commercial role
• Sales managers in ICT and software
• Entrepreneurs in the digital sector

Does your team visit many customers on location? Then also check out my Field Sales Training . Does part of your team work in the office? Then check out my Inside Sales Training .

More revenue from existing accounts

Within SaaS and software, the greatest revenue growth is often found not with new customers, but with existing accounts: additional modules, more licenses, higher subscription plans. Is this potential being fully utilized at your company?

My Account Management Sales Training helps your account managers to systematically apply cross-selling and upselling to existing customers.

Finding new customers within ICT and software

In acquisition, too, the sooner you uncover a prospect's real pain, the faster the sales cycle progresses. Do you want your team to be better at opening up, asking follow-up questions, and scheduling appointments with the right decision-maker?

Then check out my Telephone Sales & Acquisition Training .

Practice-oriented, no theory

I do not train using general examples. For customized training, I use situations from your own sales practice, for example:

• An initial meeting following an inbound demo request
• A deal that is stalled at the IT department
• A price comparison with a cheaper competitor
• A DMU with user, IT manager, and financial director
• An existing customer who can upgrade to a higher subscription
• Obtaining a concrete follow-up date after a trial

This way, your team translates what has been learned directly into daily practice. Organizations like myPOS , ProductHero , and Secumailer have led the way.

In-company Sales Training ICT, Software & SaaS

Do you want to train your entire sales team at once? Then I will fully tailor an In-company Sales Training for ICT, Software & SaaS to your organization, your products or services, your customers, and your commercial objectives.

View the options for a customized In-company Sales Training .

I discuss the challenges your sales team is facing beforehand. This ensures that the result is not a standard training course, but one that aligns directly with your commercial practice.

Frequently Asked Questions about Sales Training ICT, Software & SaaS

Why is separate sales training for ICT and software necessary?

Because sales conversations in ICT and software present different challenges than, for example, retail or construction—broader DMUs, longer sales cycles, the risk of the conversation getting bogged down in features, and the need to link value to a concrete business result—the examples and exercises are therefore better aligned with your team's practice.

Is this training also suitable for customer success managers?

Yes, when they have a commercial role in identifying and leveraging upsell and renewal opportunities with existing customers. I tailor the level and emphasis to their role.

Can this training be delivered in-company?

Yes. Especially during in-company sales training, I take your products, services, customers, and commercial objectives into extensive consideration.

Can our own customer cases be used?

Yes. For a customized training course, I use your own commercial situations so that participants practice directly with recognizable practical examples from their own sector.

How do you handle long sales cycles in software?

Using the ORDER model and SPIN Selling, participants learn to keep track of what has already been confirmed in a deal and to ask targeted follow-up questions about what is still missing. The clearer the actual impact of the problem, the shorter the sales cycle.

What results can I expect after this training?

Participants learn to recognize the entire DMU, sell value instead of features, deploy trials more strategically, and close conversations more often with a concrete next step. The exact result depends on your team's starting level and the chosen training format.

Request ICT, Software & SaaS Sales Training?

Do you want your sales team to perform better in a market where functionalities are becoming increasingly similar?

I offer practical sales training focusing on questioning techniques, DMU management, value selling, and closing, fully tailored to ICT, software, and SaaS practices.

View all available sales training courses or choose a customized In-company Sales Training directly. Do you work in a technical or industrial organization? Then view my Technology & Industry Sales Training .

From explaining features to proving value. From giving away demos to earning demos. From supplier to commercial advisor.