By Sara Beth Jones

So you’re a software company trying to convey why your software is essential to a growing business. Maybe they’re still stuck in the past. Maybe they’re not tech savvy. Sometimes that can make on-boarding difficult. If your potential customer isn’t tech savvy and doesn’t understand all the moving parts, they may not be able to comprehend the importance of your product.

Here’s how to go about conveying your worth.

Guide Them Through the Transition 

While you know your software and company like the back of your hand, they don’t. It may seem easy to you, but for someone who isn’t tech savvy, it can be an uphill battle. Prepare for the learning curve. Make things as easy as possible. If your technology is supposed to be user-friendly, make sure it is. If you get mixed reviews from your product testing, learn why that is. Always look for better solutions, but remember, if you change things too much and too often, it could make it even harder to your customers. 

Don’t Just Tell Them, Show Them

Your customers may not understand the point of your software at first. Like the first point said, if they aren’t tech savvy, it may take a little while for them to understand the value. Spell it out. This is especially true if the company has been in business for a while. They could be set in their ways.

Change can be hard, but it doesn’t have to be. Show them how technology can streamline their business, make them more money and provide value to their customers. Put it in laymen’s terms. Show them hard results and examples from other customers you have worked with that are in their realm. Also, show them more than just ROI. For the business savvy, show them what the adoption rate is like, how much users use the technology, the function penetration rate, etc. They need to trust you, so be upfront.

Do Your Research 

You can’t give a deep explanation as to how your technology will help your customers unless you really know their business. Know their history, their customer base, their company culture, how they work. If you don’t personalize your approach, why should they believe your technology will help them? 

Ask Questions

Some customers may be shy to ask the tough questions. It’s your job to make sure they feel comfortable with the transition. Ask them what their concerns are. What is their biggest fear? Are there areas of the software that they don’t understand? Use these baseline questions as a way to build your relationship with them and make it easier for them to adapt their business to using the software. Plus, deep down they want to know that you care about their business and not just a check with your company’s name on it.

Believe in Your Product 

This should go without saying, but your customers should see your passion. If you believe in what you are selling, they will too. While a solid product should sell itself, it doesn’t. Your personality and how you treat your customers will.

Now go out there and be great!