Yury Larichev

Yes, customer referrals are the best sales tool and very effective closing argument. Ideally, formal case studies are the best option (web pages, slides, videos, flyers) but having a customer who is willing to take a referral call is even better.

Concerns validation or Objectives handling is a key part of every sales discussion. You have to come prepared (make your homework) and be ready to answer the most common validation questions on your company experience, technical expertise, certifications (e.g. data security practices), architectural solutions, happy customers examples, etc.... If you are unsure of the answer, don't panic - take your time to prepare and follow up. Many SaaS Startups are competing with large ENT vendors with innovative products, so... build up your confidence level!

Active listening skills are core for all sales professionals. Running a qualification call or going deep in product fit at the "validation" stage... active listening and precision questioning (to clarify and summarize prospect needs and issues) can help to establish a human connection and start building a professional relationship

Losing an account is a great learning opportunity. Make sure you deliver product feature feedback and make adjustments in your sales process if neccessary

Don't give up on your efforts to save your "lost" account! Here are some tactics which worked well for my teams in the past: - build long-term relationships with your project Champion (even if he/she is not a final "decision maker"): send small appreciation gifts, invites to podcast/webinar as an expert, conferences, etc... - keep nurturing and updating on your new product features - fly in your product engineering team and run a "product fit" workshop (in case your product ct was lacking the required feature set) - follow your Champion through next job - there might be a chance to pitch your product again

Losing any major account is painful. I always recommend to follow the same routine with your sales and product teams: - Clearly state "loss reason" in your CRM, and update your drop list options regularly - have a sales/protect/technical monthly win/loss meeting to analyze loss reasons and possible action plan (product roadmap adjustment, sales process or customer support issues) - Build a rescue plan if possible - Align on customer communication tactics