Nowadays, startups that sell software or software-as-a-service (SaaS) solutions are booming. However, a challenge of B2B sales is to properly approach potential customers. In some cases, the key sales arguments may not have the expected effect on the recipients, and may even be scaring customers.
Here are the most common B2B software-marketing messages that often scare customers, as well as some tips on how to handle these situations.
1. “Our Solution Offers a Great ROI!”
Even though all businesses make investments, the word “investment” is often also interpreted as “requiring a great initial commitment,” or “it won’t pay off for a long time.” Besides, by declaring that your software offers a great ROI, you may be putting pressure on your client without noticing it.
Instead of doing this, you can look for more discrete and tangible ways to make your customers see how your product can help them improve their situation, be it productivity or cost savings. While at some point you should talk about investment, doing so from the beginning will scare away your customers. Your initial focus should be on the advantages that your solution offers.
2. “Our Solution Provides Total Transparency in Your Business Process!”
Here we are at a complicated point. One of the ugly truths of B2B SaaS sales is that many business owners are not really looking for transparency. They don’t want other people in the organization to be aware of the amount of invoices they are processing, the deals in the pipeline or how productive they’re being. Although transparency is a great selling point for C-level executives, for VP’s and directors of these departments it isn’t.
Here you have to proceed carefully, depending on your audience. You can talk about transparency if you’re communicating with the CEO or CFO. But if you are communicating with a department head or lower-level manager who has a business process that may be affected by the software solution you offer, try to talk specifically about how your software can improve that person’s working life, without promising transparency.
3. “Our Software is Completely Customized!”
Even though “personalized” seems like a great selling point, for many customers it won’t be that way. Typically, personalization involves a configuration and implementation process, plus additional consulting and integration costs. Sometimes customers just want a simple solution that has worked effectively for other organizations in a similar situation.
Start by offering the simplest aspects of your software solution. By doing so, you won’t scare your customers from the beginning by proposing a more expensive or complicated treatment than what they’re seeking. Not all customers will be looking for the complete package.
4. “Offering the Newest, Cutting-Edge Technology!”
Although this message may sound stimulating and innovative, it can also be scary for the recipient. In some cases, “new” may mean “unknown” or “not tested.” Even though some people will be delighted to be the first to try one of the software and keep up with the technology, many companies prefer to proceed more cautiously.
This doesn’t mean that the features that make your software unique should be minimized, but you should talk about them in terms of how they can be helpful to the organization, rather than reaffirming the amazingness of its technology.
When selling software or any type of B2B solution, the key is to know your audience. Instead of focusing on the outstanding features of your product, you will get better results by focusing your messages on the needs and concerns of your potential customers, and how your software can solve their problems.
Source Link: https://www.entrepreneur.com/article/336014