4 Reasons Customers Aren’t Buying Your Solution
Anyone who has ever worked in sales knows how fickle customers can be. Your company spent a great deal of time and effort developing a quality software as a service solution, but you still may encounter objections during the sales process. How can you overcome this obstacle?
Here are some of the common reasons prospects don't buy and what your sales team can do to overcome them:
1. Security Concerns
Data security is a top concern for many software buyers, and the past year has cast a harsh light on security flaws due to massive data breaches at Target, Sony and more.
Companies want to ensure their data will be secure, and many do not trust the security of the cloud, according to Impact Branding & Design.
Although this is a valid concern, buyers don't have a strong understanding of how the cloud works to protect data, so it's up to your marketing team to educate them by utilizing content marketing.
Create content based on how your SaaS program works, cloud security and added benefits, such as regularly updated security systems and anti-virus software. Back this content up with real statistics about the effectiveness of your solution.
Your sales team also has a responsibility to address buyers' concerns early on in the process to avoid this becoming an issue at the last minute by sharing relevant content.
Online marketing builds credibility.
Customers are more likely to trust a brand that has higher name recognition.
If they've never heard of your solution or your website is of a poor quality, they aren't going to buy your SaaS because it appears risky.
2. Low Staying Power
Ever since SaaS products emerged on the scene, they seem like they are constantly being replaced with something shinier and newer.
Buyers hesitate to upgrade because they worry the new solution will be obsolete within a few years.
Switching solutions is a significant hassle for many companies.
This objection may be easier to overcome with time. Emphasize how long you have been in business.
Customers are more likely to trust you if your solution has been around the market for a few years. They don't want to buy something that could lose support within the next six months.
3. Lack of Time
Decision-makers are constantly busy and have many responsibilities, so it can be difficult to capture and keep their attention.
Even if your solution is branded as simple to use, it will still take employees some time to learn how to do what they need. When the program is something workers will use every day, buyers may be even more hesitant to make a quick purchase.
Not only do companies need to install the product, but they also have to train end users, develop new processes and transfer data. The entire installation process may take months, which is why many decision-makers are content to keep the solution they have, even if it has inefficiencies.
To overcome this roadblock, make sure your content is easy to understand and interact with.
Provide resources for the installation process, such as video tutorials, training webinars and e-books that outline all the steps of how to complete specific tasks.
4. Already Using Something Similar
Because the SaaS market is becoming so saturated, it's more difficult for a specific solution to stand out. If your solution is too much like another platform, potential customers won't see the value of switching.
You can emphasize your product is different from others to capture more attention.
Focus on the benefits buyers can gain from using your solution.
How do you overcome buyer objections?