Sales isn’t about rattling off a list of features and hoping something sticks. If that’s your approach, you’re leaving money on the table.

The real key? Sell the solution, not the product.

Mario Aldayuz, Head of Partnerships at HL Pro Tools, talked in a live session about maximizing HighLevel for business growth. 

If there was one major takeaway from the call, it’s this: People don’t buy software. They buy outcomes.

Here’s the live session!

Why Selling Features Will Cost You Sales

This is a common mistake. Businesses pitch their SaaS like this:

🚫 “We offer automated appointment reminders, CRM tools, and SMS marketing.”

Sounds nice, but so what? Customers don’t care about the tool itself. They care about what it does for them.

Mario broke it down with a great example: a dental practice struggling with lost leads. This isn’t just an inconvenience—it’s a three-pronged pain:

🛑 Wasted time following up with unresponsive leads.
💸 Missed revenue from patients slipping through the cracks.
⚡ Operational inefficiency causing frustration for the team.

When you position your offer as the antidote to those pains, clients instantly see the value.

 Instead of selling “automated appointment reminders,” you’re selling more booked appointments, higher revenue, and a more efficient practice. See the difference?

Overcoming Objections Like a Pro

Of course, no sales call is complete without objections. Here are two of the biggest ones and how Mario recommends handling them:

🔹 “It’s too expensive.”

The best response? Flip the perspective. Show the prospect how the cost of your SaaS is nothing compared to the ROI. 

If your solution helps them recover $10K/month in lost revenue, is $300/month really expensive? Frame it as an investment, not an expense.

🔹 “I need to check with my partner.”

Ever had a deal die because a decision-maker wasn’t in the room? It’s the worst.

Avoid this trap by tactfully ensuring that all key stakeholders are present in the first place. If you don’t, expect delays—or worse, a lost sale.

Sales Strategy That Actually Works

Want to close more deals? Steal these three sales principles:

✅ Turn challenges into pain points. If a business is losing leads, don’t just point it out—make them feel the urgency to fix it.
✅ Use tailored examples. Show how your solution works in real-world scenarios that actually matter to the prospect.
✅ Be ready for objections. Whether it’s price concerns or decision-maker roadblocks, you need a game plan to handle them before they kill the deal.

At the end of the day, no one cares about widgets, dashboards, or fancy tech. They care about results. 

Shift your focus from selling features to solving pain points, and the sales process becomes a whole lot easier—and way more profitable.

You don’t have to figure this all out on your own. Whether you’re struggling to position your offer, handle objections, or streamline your sales process, we’ve got the battle-tested strategies that work.Let’s cut through the guesswork and turn your sales conversations into revenue-generating machines. Visit HL Pro Tools and let’s map out a custom plan to help you close more deals, faster.