I wrote a book about running great SaaS technical sales calls
Hello HN, I spent my career writing software until about 7 years ago in which practically by accident I wound up in a technical sales role. Through determination and a lot of practice (2,000+ technical sales calls and counting) I managed to get pretty good at it, and along the way played a critical role in closing deals with Fortune 10 companies, Ivy league universities, non-profits, Federal government agencies, and many other organizations. At some point along the way I started compiling various notes and observations regarding what it takes to create a truly great technical sales…
In plain words
This book teaches technical sales professionals how to conduct effective SaaS sales calls. Written by an author with over 2,000 technical sales calls and experience closing deals with Fortune 500 companies, government agencies, and universities, it covers the fundamentals beyond product demonstrations. The guide focuses on understanding customer perspectives, professional presentation, and creating rehearsed, relevant demos tailored to prospect needs.
written from the facts on this page · September 2026
From the sources
In the maker’s words, at launch
Hello HN, I spent my career writing software until about 7 years ago in which practically by accident I wound up in a technical sales role. Through determination and a lot of practice (2,000+ technical sales calls and counting) I managed to get pretty good at it, and along the way played a critical role in closing deals with Fortune 10 companies, Ivy league universities, non-profits, Federal government agencies, and many other organizations. At some point along the way I started compiling various notes and observations regarding what it takes to create a truly great technical sales presentation. There is so much more to this process than "showing a demo"; you need to be able to deeply understand the potential customer's perspective and concerns, present yourself and your organization in a professional and reassuring manner, and yes create, rehearse, and deliver a relevant and practical demo. You also need to "do what you say" and consistently deliver everything you promise, no matter how small. A few months ago I started turning these notes into a book titled "SaaS Demos That Sell": https://saasdemosthatsell.com The target audience is first-time technical founders, as well as anybody who is considering or has recently accepted a role on a software company's sales team. It's available for just $15 on Amazon (Kindle format), Gumroad (PDF and epub), and Leanpub. If you're unable to afford the book please DM me on X/Twitter @wjgilmore and I'll send it to you for free. Jason
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