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Mor Assouline
Founder @ FDTC | AEs and Sales Teams Win More with My Training, Enablement, and Coaching | 2x VP of Sales | >10x Startup Advisor & Consultant | Grab my top 24 disco questions below ⬇️
Professional Background
Mor Assouline has a dynamic and inspiring journey that has transformed from a daunting first encounter with sales to becoming a seasoned expert in the SaaS industry. With over 13 years of experience, Mor has held prestigious positions, including being a two-time Vice President of Sales for early-stage SaaS startups. His background illustrates a remarkable turnaround from a challenging first job experience into a thriving career where he has not only excelled personally but has also made a meaningful impact on the sales landscape.
Throughout his career, he has demonstrated a profound ability to identify and nurture sales talent, honing the skills of Account Executives (AEs) and sales teams across various organizations. Mor has successfully built and scaled Go-To-Market (GTM) sales teams from scratch, achieving outstanding results such as tripling annual recurring revenue (ARR) within just 12 months for two startups. These achievements underscore his expertise in sales strategy and execution, making him a sought-after leader and mentor in the industry.
By simplifying complex sales processes, Mor has empowered salespeople to perform at their best, transforming the way SMB (Small and Medium Business) and MM (Mid-Market) companies approach sales. His dedication to training and coaching has enabled AEs to ramp up quickly, consistently converting 60-80% of their sales demos, thus showcasing his talent in fostering growth.
Further demonstrating his expertise, Mor has reduced average sales cycles from 75 days to just 25 days within three months, a testament to his skills in creating efficient and effective sales processes that drive results. These exemplary successes have cemented his reputation as an invaluable asset to any organization.
Education and Achievements
Mor Assouline earned a Bachelor of Arts in Marketing from Florida International University - College of Business, where he developed a solid foundation in marketing principles that would serve him well throughout his career in sales. He also refined his early experiences at Hebrew Academy (RASG), where he likely developed crucial communication and analytical skills.
In addition to his educational background, Mor has significantly contributed to a variety of organizations, serving in roles that utilize his sales expertise. He has held positions as a Product Advisor at Twain, Sales Coach & Consultant at DCKAP and GorillaDesk, and Strategic Advisor at Vajro, among many others. His extensive list of affiliations illustrates his commitment to empowering sales teams and enhancing the overall sales process. His tenure at notable companies such as PracticePanther Law Practice Management Software—where he was not only an Account Executive but later became VP of Sales, leading the company through significant growth—highlights his ability to adapt and thrive in fast-paced environments.
Mor has also shared his knowledge as a mentor and instructor at several prestigious startup programs, including Techstars and Endeavor, which has further established him as a thought leader in the sales community. His passion for coaching continues through various initiatives, such as the SMB & MM AE Sales Coaching Program and Community, where he actively provides guidance to burgeoning sales professionals.
Achievements
- Sales Leadership: Achieved rapid growth by tripling ARR in 12 months for early-stage SaaS startups.
- Training Success: Developed and executed training programs that enable AEs to close 60-80% of their sales demos, significantly raising the bar for sales performance.
- Process Improvement: Successfully reduced average sales cycles from 75 days to 25 days, demonstrating outstanding efficiency in sales processes.
- Innovative Playbooks: Created tailor-made GTM sales playbooks, simplifying and clarifying the sales process for teams.
- Effective Coaching: Engaged in one-on-one and group coaching sessions tailored to fit the needs of sales teams, enhancing their performance through structured engagement and feedback.
- Community Engagement: Founded the FDTC SaaS Sales Consulting & Training platform, fostering a community of like-minded professionals eager to grow and excel in sales.
- Valuable Resources: Developed free resources such as the top 24 discovery questions utilized by thousands of salespeople, illustrating his commitment to sharing knowledge and empowering others in the industry.
In addition to running successful consulting and training services, Mor has established a reputation on various media platforms, contributing his insights through channels such as YouTube, iTunes, and Spotify. His content is designed to support sales professionals at every level, showcasing his dedication to the continuous development of the sales community.
Mor’s journey is an inspiring reflection of resilience and transformation, illustrating not just personal growth but a commitment to elevating others w
Highlights
When I was 26, I became VP of Sales for a fast-growing SMB SaaS company.
I trained our AEs to close 50-80% of our demos (anything less was considered bad).
A lot of those AEs were making $175K-$200K (which is pretty sweet for SMB).
Here are 4 tactics that worked if you're in SMB (and can also help MM and ENT):
- FOLLOWED UP UNTIL THEY TOLD US TO STOP:
We didn’t have the luxury of giving up after just 7 tries.
At a startup, you’ve got to hang in there for the long haul (without being annoying).
Unless a prospect told us to stop, we kept following up.
We’d sometimes make over 36 phone calls for a single lead.
I even had AEs following up with a lead for a year before closing the deal (we didn’t have lifecycle marketing back then).
And if we lost a deal? We’d follow up to find out why. We didn’t let go easily.
- CO-DEMOED:
Most AEs just run through the same old product demo.
But we knew the demo had to be more than a boring walkthrough—it had to be an experience.
One of our favorite tricks? Handing over mouse control during the demo.
For example: "Remember how I said this was easy to use, and you mentioned that was a dealbreaker? Don’t just take my word for it. I’m giving you mouse control to [try out feature] yourself... what do you think?"
- GUT CHECK PROSPECTS:
How many times have you heard, "We need this yesterday" or "ASAP"?
If you’re in SMB sales, probably every day.
So when a prospect said that, and we knew they were the decision-maker, we’d do a “gut check.”
We’d ask them straight up if they were serious.
Example: "If by the end of this call, you see we can solve your top 3 challenges [repeat challenges], would you be ready to move forward today?"
If they were serious, it was a 1-call close.
If not, they’d bring up objections we could tackle right then.
- QUIT OBJECTION HANDLING:
Old-school objection handling is all about cornering your prospect with logic.
But that stuff doesn’t fly anymore.
Sure, we might’ve sounded clever (like the Wolf of Wall Street), but it wasn’t effective.
So, we switched things up—got more curious and empathetic.
We treated objections as Concerns.
And the only way to get to the bottom of a concern is to ask questions.
So, when we heard an objection (aka Concern), we’d stop and dig deeper.
Example: → Prospect: "Our current solution lets us do X, and it seems like yours doesn’t." → AE: "Interesting—would you say that’s more important than [the problems we can solve that your current solution can’t]?"
The goal was to understand, not outsmart.
TL;DR: We closed deals by sticking with leads, making demos interactive, calling out BS, and ditching old-school sales tricks.
Starbucks doesn't sell coffee, they sell a community experience.
Disney doesn't sell movies, they sell magic and memories.
Netflix doesn’t sell streaming services; they sell entertainment and escapism.
When I was a VP of sales, I noticed something surprising. The best AEs I hired weren’t great because they knew how to sell software.
They sold something that leaders don't do a great job of teaching their sellers.
Selling the transformation (aka selling the value).
Value selling has NOTHING to do with the features.
Tomorrow morning at 8 am EST, I'm emailing 6,000 subscribers the framework to master this.
Join them: https://lnkd.in/eWsyreAt
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Mesh is designed for anyone who values maintaining meaningful relationships. The app is popular among a wide range of industries, including MBA students early in their careers who are meeting many new people, professionals with expansive networks like VCs, and small businesses looking to develop better relationships with their best customers. It’s even used by half the Fortune 500! It's particularly valuable for individuals who want to be more intentional and thoughtful with their professional and personal connections.
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Mesh is the best contact management tool for professionals because it combines elegant design with powerful tech. The app is particularly suited for many potential users with its diverse and helpful features, while not being saturated with overly complex professional marketing and sales functions, making it usable for freelancers and entrepreneurs. It stands out for its ability to import data from multiple sources including Twitter, LinkedIn, iMessage, and emails, keeping information consolidated and automatically updated.
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Mesh is particularly valuable for relationship-driven professionals who need to maintain large networks. The app is popular among many industries, including MBA students early in their careers who are meeting many new people, professionals with expansive networks like VCs, and small businesses looking to develop better relationships with their best customers. Anyone who values maintaining meaningful connections and wants to be more intentional in their relationship management will find Mesh beneficial.
Mesh offers competitive pricing in the personal CRM market. Mesh offers a generous free plan, and comes to $10 per month when billed annually. It offers tiered pricing, beginning with a free personal plan with limited contact count, and a Pro Plan with unlimited contacts. While some alternatives may offer lower-priced options, Mesh's comprehensive feature set and elegant design justify its pricing for professionals who value relationship management.
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