vertical saas sales done right — from 0 to 2500 customers

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Zenchef Founder & CEO @xavzeitoun Bookings management and online marketing SaaS solution for restaurants

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Zenchef Founder & CEO

@xavzeitoun

Bookings management and online marketing

SaaS solution for restaurants

ALL SAAS STARTUPS ARE NOT MADE EQUAL

NOT TECH-SAVVY PEOPLE

NOT TALKING TO EACH OTHER

DIFFERENT IN EVERY CITY/REGION/COUNTRY

SAAS FOR RESTAURANTS

THEY SAID IT WAS UNSCALABLE…

OUR JOURNEY FROM 0 TO 2500 CUSTOMERS IN 4 COUNTRIES

2,5M€ ARR - 8M€ RAISED

HOW WE BUILT A SCALABLE SALES STRATEGY

SALES HIRING AND MANAGEMENT TIPS

FROM 0 TO 50 CUSTOMERS

SELL IT ‘TILLYOU CODE IT!

50 CUSTOMERS SIGNED BY 2 FOUNDERS

IN 2 MONTHS WITH NO PRODUCT

FROM 50 TO 650 CUSTOMERS: 1ST SALES HIRES

➤ 8 sales reps: young graduates with no sales experience

➤ Cold calling & door to door prospecting (commandos)

➤ Tools: PDF Sales presentation & Excel

KEY LEARNINGS

➤ Field sales CAC requires high ACV

➤ City by city development is slow

➤ VCs don’t invest in car fleets

FROM 650 TO 1500 CUSTOMERS

SCALE ORDIE TRYIN’

LET’S DO INSIDE SALES LIKE THE KING

« GIVE FIRST » TECHNIQUE TO GET DEMOS BOOKED

AT MORE THAN 10 REPS, IT’S ALL ABOUT PROCESSES

➤ Start measuring calls, contacts, demos

and all sales activities in a CRM

➤ Write scripts for everything and iterate

continuously

➤ Processes for new reps hiring &

onboarding

➤ Processes for reps coaching

FROM 1500 TO 2500 CUSTOMERS

LEAD GEN& ROLE SPECIALIZATION

LEAD GEN ADAPTED TO RESTAURANTS

➤ Adwords and other traditional

approaches do not work

➤ Partners strategy to target restaurant

owners via industry specific suppliers

➤ Once a lead gen channel works, invest

more and automate processes with tools

BENEFITS OF SALES ROLE SPECIALIZATION

➤ Clear missions for each member of the team: cold calling > demos > closing > onboarding and account management

➤ Easiest conversion rate analysis and testing

➤ Dedicate best reps to closing and increase number of contracts sold

➤ Lower cost than « full-stack » reps and pay less for young SDRs

5 LESSONS LEARNED FROM SELLING SAAS TO 2500 RESTAURANTS

➤ Investors will ask you to sell before to build your product

➤ SaaS for local businesses is very cash consuming before to scale

➤ Most SaaS Sales & Marketing strategies do not work with local businesses

➤ Local businesses need SaaS solutions, not features

➤ Be obsessed with funnel optimization

THANK YOU AND GOOD LUCK@xavzeitoun