Selling a product requires different tactics in various industries as the audience expectations are not the same. B2B domain is perhaps the trickiest because it is hard to understand buyer behavior and even tougher to convince them to seal the deal. Expect things to be even more daunting if you sell software as a service because the market competition is extremely stiff. You may have a top-notch SaaS offering, but selling it boils down to a robust marketing strategy. After all, it takes a lot to sell an intangible product to a smart consumer (it is a business, not an individual). The psychology is different, so you cannot expect to sell the conventional way. Let us share some tried and tested B2B SaaS sales strategies you can rely on.
Focus On Value
The best way to sell your SaaS offering to a business client is by focusing on value. Your buyer cannot instantly see the benefits of a software product. Moreover, typical business solutions deliver results after some time. You must highlight to your leads how your software solution can solve the problems of businesses. Research is at the heart of demonstrating value. So you must understand your prospects inside and out to pinpoint how your solution can cater to their unique needs. The best places to get information include the company website and LinkedIn profiles of key decision-makers. Ensure your sales pitch includes all the answers they may want while picking a SaaS for their organization. For example, state how it can save time and money, mitigate risk, and generate more revenue.
Be Ready For Objections
While researching your audience keeps you a step ahead of their expectations, you may not always have all the answers. They may have some objections and hard questions, so be ready to face them. The way you address their pain points matters even more than the solution itself. Take a personalized approach to match unique challenges, situations, and expectations. The best way to be more prepared for objections is by jotting down the common problems your prospects bring up. You may find a recurring pattern somewhere, and using it in your scripts can cover you against your prospect’s objections. But remember to personalize their interactions with specific solutions rather than generic answers.
Outsource Lead Generation Expertise
Selling SaaS offerings to B2B clients is undoubtedly challenging, and there are no shortcuts to success. You need qualified resources to interact with leads and convince them to convert. It may not always be feasible because skilled sales resources are expensive and hard to find. But you can outsource Outbound Lead Generation service for b2b SaaS instead of investing a fortune in hiring and training an in-house team. This sales model is far more affordable and efficient as you get seasoned experts on a budget. Collaborating with an SDR agency empowers you with strategic lead generation, which is valuable for SaaS sellers on any day.
Find The Right Lead Generation Mix
Besides finding a seasoned lead generation partner, you must ensure they use the right mix. Essentially, SaaS sellers do well with a combination of cold calling, email marketing, direct mail, and LinkedIn outreach. Each element of the strategy works in its way to convince business decision-makers. For example, cold calling facilitates direct conversations where your reps can understand the lead and create a picture of their expectations. Email outreach cuts through the crowds, and direct mails go a step ahead with personalized connections. LinkedIn outreach is a game-changer when it comes to dealing with corporate clients.
Offer Free Trials
Another smart way to sell your SaaS is by offering free trials for your B2B clients. It lets them decide whether your software solution is an apt fit for their needs. Although a free trial may be an expense for your business, it is worth doing to gain more leads to convert and win the trust of your potential client. Consider giving away a basic version with minimal features so that potential users may understand what it has in store for them. They will probably seal the deal, even by getting a fair picture with the basic alternative. Moreover, these clients are likely to stay for the long haul because a freebie is enticing for any buyer. But remember to keep your trials short.
Nurture Your Trial Users
The purpose of providing free trials is to capture qualified leads as these are the ones most likely to convert and stay for the long haul. In fact, they are the most “interested” prospects for selling your SaaS offering. Create a strategy to nurture them for conversion and retention. Start by sending an initial the benefits of your offering and answering the FAQs. Offering a live demo session is a good idea. You can set up another email or call to answer any lingering questions. It may take some effort to follow up with these users, but the chances of selling are good.
Be Available For Human Interactions
Although you plan to sell a software product, do not expect to close the sale only with virtual methods like emails and chat. Be available for human interactions throughout the sale cycle and beyond. The potential customer should be able to connect and communicate with a person whenever they want. Even B2B buyers prefer human interactions because they entail trust and transparency. It is best to have your sales reps ready and available, so make sure you collaborate with a reliable outsourcing partner. Besides being available to prospects, do your best to personalize interactions with leads and clients.
Selling SaaS to a business client is easier said than done, so you must be ready to invest a lot of hard work and time in the process. There are no shortcuts when it comes to selling software to a business leader because you must have a convincing pitch. Thankfully, you can address the daunting task with some actionable steps. Follow these simple tips to make selling a breeze, despite the challenges that B2B SaaS selling entails.
About the Author
Lizzie is a professional content writer and has been working with Outreach monks for the past three years. Lizzie loves to share her knowledge of the tech and business sector in a unique way that makes reading enjoyable for her readers. Other than typing, she loves playing the piano.