Over the past few years, I’ve noticed a troubling trend in the world of SaaS sales. With so much of it happening digitally, the human element—the people we’re actually serving—seems to be getting overlooked more and more.
It feels like everything is becoming increasingly transactional, focused solely on features and price tags, rather than the people and their needs.
For me, it’s never been just about selling software. I’ve always believed that, at the end of the day, B2B isn’t business-to-business—it’s person-to-person. My job isn’t done when a customer buys a CRM; that’s only the beginning.
Beyond the Transaction: Building Lasting Relationships
My goal is to help real people perform better in their roles, solve meaningful problems, and achieve their goals. Every one of my customers is on a personal journey, and I have the privilege of playing a part in their success.
That’s what I enjoy most about my work—building real relationships. When a long-time customer calls me a trusted partner—or even a friend—it reaffirms that I’m doing things the right way.
It’s those moments when I know I’m not just selling a product; I’m helping someone create real, positive change in their organization. And, hopefully, they are recognized for it! That’s what makes it all worthwhile.
The Problem With ‘Set-It-and-Forget-It’ SaaS
Unfortunately, not every SaaS company operates with this mindset. Too many customers are left to fend for themselves after they sign a contract, and that bothers me.
A CRM—or any SaaS product—isn’t a magic fix. It takes a genuine understanding of a business’s challenges, ongoing support, and a partnership approach to make it truly work.
Without that, customers are often left frustrated, feeling like they’ve been sold a product that doesn’t meet their needs because no one took the time to really listen.
Why Relationships Matter More Than Ever
That’s why I work the way I do.
I believe in being more than a vendor. I want my customers to know that they’re not in this alone—I’m with them every step of the way.
When you put in the work to make your customer (the individuals) look good, they make you look good! And, your business grows.
In a world where it’s becoming too easy to lose sight of that, I’m proud to say that’s never been lost on me.
The Conversation Continues
What do you think? Is the personal connection in B2B being overshadowed by the SaaS boom? I’d love to hear your thoughts.
