Don’t just sell — create experiences

How do you want your customers to feel after spending an hour with you? Angie Vaux from OutsideIN Performance shows you how to give them an amazing experience.

Back in June, we staged our second #SaasGrowth conference, at Here East, part of London’s Olympic Park. There were over 350 SaaS professionals in the audience, watching more than 40 of London’s foremost SaaS experts share their knowledge. Even if you couldn’t make it, we want to share the inspiration and education with you through our #SaaSGrowth2019 articles.

Angie Vaux

Angie Vaux is the Founder and CEO of OutsideIN Performance, delivering bespoke corporate mindfulness and coaching programs to enhance employee wellbeing and improve performance.

We have been lucky to have Angie speak at Sales Confidence events before, and it was a thrill to welcome her to the #SaaSGrowth2019 stage. Her talk was titled ‘How emotional intelligence increases sales.’

Part of emotional intelligence involves knowing the thought processes buyers go through as they decide whether or not to become customers. However, once you master that, you can find success.

‘According to Harvard, 95% of our purchase decision is done on emotion. Our rational brain then seeks information to justify why we are buying.’


In SaaS sales, it’s taken as said that your product is good. People already know that your product works. So what makes them buy your product as opposed to one of your competitor’s? It’s the experience around it.

A great customer experience starts with your self-awareness.

‘Only when you have that level of awareness about yourself can you then start to understand other people and apply that to your sales engagement.’

Know yourself before you presume to know what anyone else wants. But once you do, you can instinctively appeal to your customer.

‘Who are they? What’s important to them? How can I relate information in a way that makes sense to them on this particular day? It’s the salespeople that really get that, that are consistently top performers.’

Building your experience

‘Teams focus on closing the next deal. They’re not focusing on the person. People notice that.’

To help create an experience for your customer. Angie offers three tips:

· Practise active listening

· Seek to understand your customer

· Think about how they feel

Do these three things and everything else follows from there.

Maya Angelou said, ‘People may forget what you say or do, but they never forget how you made them feel.’ No one goes back to a restaurant where the waiter is rude, no matter how great the food is.

How do you want your customers to feel after spending an hour with you?

Over to you

Angie gave the #SaaSGrowth2019 audience valuable advice on how to put the customer at the centre of the way you sell. But now, we want to know what you think?

What do you do to create an unforgettable experience for your customer? How do you boost your self-awareness levels?

Share your tips with the Sales Confidence community by leaving a comment below.

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