Meetup summary – Sгmmary: SaaS Startups: How to Overcome Your Market’s Resistance
http://www.meetup.com/IGTCloud/events/41906622/
- Search for compelling event. Best time to sell pills for diets is time before wedding
Resistance factors
- they don’t trust you
- change aversion – noone wants to change things
- offer complexity – complicated product is not simple to understand
- internal politics
- incumbent competitor – if there is someone inside, it’s hard to sell new. better to find someone else or enter as completion and not instead of.
- security
- cost – not the most important factor
ideas:
- value your time – maybe instead of one “good” you can find 5 “medium” which will be better in total
- choose those who are most “warm” customers
- CLOSING BELONG TO THE OLD DAYS
- ONLY SELL THE NEXT STEP
- Working -> Develop->Scheduled->Intro->Trial-> Trial review-> Proposal->Legal->Purchase Order
- don’t do field sales – it’s too long and expensive. use it only at the beginning, to learn your customer
Product – easy to buy
- few features – to be easy
- no changes in customer’s processes
- use discretionary budget – the budget that the decision is made quickly
- minimal setup cost/effort
- no customization, even for the big ones. change only what is good for the masses
20% is nothing
- 20% improval is not enought – should be 50% safer, cheaper, faster a.s.o.
Homework
- Research
- Role play
- Test and hone
- Prepare kit: FAQ, Common objections, Qualifiers ets.
Qualifiers
- References
- Show success and leadership
- Social proof - show long row of clients, referrers, large numbers
- Talk cheap – talk simply to describe the product.
- Power of Three – use three motivators, put the most important last at row
Hidden objections
- Client can’t explain, sometimes to himself, what is the problem. Help him. For example : “Would you use it for free?”
- Never argue – Confirm understanding – empathize – is this the only obstacle? – address the issue – use the “but” word
False objections
- Use to 25% of success sales and 75% of failures to listen to them. Only open questions, because you don’t always know what to ask.
Don’t sell service – sell solutions
