The Client Who Taught Me That Ego Kills Deals: A Sales Strategy Coach’s Lesson

When I joined an Important SaaS Company as a Senior Key Account Manager, I faced one of the most difficult clients of my career. He was skeptical, dismissive, and ready to cancel 50% of his subscription. What happened next taught me a lesson that I now use every day as a sales strategy coach and entrepreneur mentor.

The organization was a unicorn SaaS company with a culture that thrived on speed and pressure. I received my book of business and began reaching out to clients. Most were open enough, but one stood out. His emails were cold and short. When he finally agreed to meet, he made it clear: he had no interest in building another relationship with an account manager.

At first, I felt the sting of rejection. Part of me wondered if it was because of my accent or background. My ego whispered: you have been a CEO — why take this?

But instead of letting that voice take over, I stepped back. I reminded myself that if this account was assigned to me, it was for a reason. My job was not to defend myself. My job was to bring value.

So I stopped pushing products. I studied his business. I learned his challenges. I positioned myself not as a vendor, but as a business model coach and partner who genuinely cared about his success.

Over time, the relationship changed. He started trusting me. Our conversations shifted from transactional to strategic. By the time I left the company, this client had become a friend and his account had tripled in ARR.