Closing Deals Isn’t About Pressure. It’s About Precision.

Hoping your deals will close? "Hope is not a strategy" as the saying goes...

Being a Trusted Voice in SaaS takes work, but the work is rewarding.
Let's talk about how to do it (and why it's different if you carry a bag vs. carry the whole company).

Here’s how to build it no matter your responsibilities:

As a Senior Sales Rep:

You earn trust by how you show up in the deal.

• Consistency beats charisma: respond when you say you will, follow through, no surprises.

• Share the ‘What could go wrong’: not just the glossy wins. Be the one who raises potential hurdles before the customer does.

• Become the industry translator: take complex solutions and explain them in their language, not your product sheet.

• Show up after the deal: the best reps don’t disappear once the ink is dry. You’re the face they remember.

You're not just selling software because you're also building confidence in the decision to buy.

As a Tech Founder:

You create trust by how you show up in the market.

• Build in public: share your journey, your mistakes, your milestones. People follow humans, not roadmaps.

• Stand for something: you don’t need to be loud, but you do need to be clear. What do you believe about your space that no one’s saying yet?

• Bring the receipts: proof points, early wins, client stories… and when you don’t have them, speak with vision and transparency.

• Be reachable: respond to DMs, join panels, jump in comment threads. Founders who stay human win fans and customers.

You're selling a story and people are buying you as much as your product.

So, what’s the difference?

Sales reps build trust in the deal.
Founders build trust around the deal.

Both matter. Both need to be intentional.
But if you’re not building credibility right now?
You’re just hoping your logo, pricing, or product can do it for you.