Methodology contributes to the strategy of attracting customers and expanding sales
Changes in the business model in the software market, the development of new solutions and the increase in the number of competitors are factors that represent new challenges to improve the business performance and profitability of a company in the ICT sector. To talk about this subject, the ABES portal interviewed Aisa Pereira, Master in Business Administration from The University of Texas and executive of consulting and technology companies, author of the book selling software, who created the methodology of Sales Engineering for Software Companies, in 2004. Check out the guidelines that the specialist has to offer executives:
– What are the main deficiencies in the current marketing and sales strategies of software companies?
Traditional selling leaves the customer the "task" of seeing that he is getting a good deal. The easiest way for the customer is to ask and demand a discount. In traditional sales, sale is negotiation and if there is insecurity on the part of the seller to demonstrate the reasons for the purchase, we will have insecurity on the part of the customer in deciding to purchase. The more insecure the buyer is, the more advantages (discounts) he will demand to offset the purchase risk.
– What has changed in the software and information technology market in recent years that stimulates the renewal of companies' marketing and sales strategies?
The direct relationship with the customer has changed, impacted by the digital marketing strategy, which now has a dual role: marketing and sales. However, it has not changed the customer's "need" to see and understand that he is getting a good deal when buying.
– What is the central issue in the software sales process?
After all, what is the gain for the customer from using your software? This is the key question to be answered when selling software. Looking through the eyes of the customers, demonstrating the metrics of the result of the use of the software and acting vertically are the three pillars of sales engineering that change the way of commercializing software. If the software company is vertical, its success stories and positive metrics for the use of the software it sells have been raised, if the company's team understands very well who / what / what it sells for, there will be no difficulty in demonstrating customers that the cost of 'not buying' is greater than the cost of acquisition. This changes the dynamics of the sale. The customer will clearly see that he is getting a better deal when buying.
– How do marketing and sales strategies need to adapt to the digital transformation of clients' businesses?
To start, the strategy must include a map of your customers' empathy, which brings precise definitions about: who they are, where they are, who they visit and who they trust.
– What are the main tips for assembling a commercial team?
In sales approaches, the biggest concern of customers is to recognize that salespeople are people who deeply understand the reality in which they live. Therefore, knowing very well the economic segment to which the company sells is a great differential for sales professionals. Who are they, how do they think and, above all, what problems do customers have? Those who know the segment of their target customers very well can look through their eyes more easily and quickly, more naturally.
Knowing very well what sells is also a primordial condition. The more experience the team has in terms of experiencing and understanding the products and services it sells, the better.
Another important point is to be a person who keeps his promises – which we list as another great differential. The compliant professional is dedicated, attentive, attentive, committed, responsible, reliable. In addition, truly common purposes allow you to create, unite and motivate winning teams.
– What are the main deficiencies in the current marketing and sales strategies of software companies?
Traditional selling leaves the customer the "task" of seeing that he is getting a good deal. The easiest way for the customer is to ask and demand a discount. In traditional sales, sale is negotiation and if there is insecurity on the part of the seller to demonstrate the reasons for the purchase, we will have insecurity on the part of the customer in deciding to purchase. The more insecure the buyer is, the more advantages (discounts) he will demand to offset the purchase risk.
– What has changed in the software and information technology market in recent years that stimulates the renewal of companies' marketing and sales strategies?
The direct relationship with the customer has changed, impacted by the digital marketing strategy, which now has a dual role: marketing and sales. However, it has not changed the customer's "need" to see and understand that he is getting a good deal when buying.
– What is the central issue in the software sales process?
After all, what is the gain for the customer from using your software? This is the key question to be answered when selling software. Looking through the eyes of the customers, demonstrating the metrics of the result of the use of the software and acting vertically are the three pillars of sales engineering that change the way of commercializing software. If the software company is vertical, its success stories and positive metrics for the use of the software it sells have been raised, if the company's team understands very well who / what / what it sells for, there will be no difficulty in demonstrating customers that the cost of 'not buying' is greater than the cost of acquisition. This changes the dynamics of the sale. The customer will clearly see that he is getting a better deal when buying.
– How do marketing and sales strategies need to adapt to the digital transformation of clients' businesses?
To start, the strategy must include a map of your customers' empathy, which brings precise definitions about: who they are, where they are, who they visit and who they trust.
– What are the main tips for assembling a commercial team?
In sales approaches, the biggest concern of customers is to recognize that salespeople are people who deeply understand the reality in which they live. Therefore, knowing very well the economic segment to which the company sells is a great differential for sales professionals. Who are they, how do they think and, above all, what problems do customers have? Those who know the segment of their target customers very well can look through their eyes more easily and quickly, more naturally.
Knowing very well what sells is also a primordial condition. The more experience the team has in terms of experiencing and understanding the products and services it sells, the better.
Another important point is to be a person who keeps his promises – which we list as another great differential. The compliant professional is dedicated, attentive, attentive, committed, responsible, reliable. In addition, truly common purposes allow you to create, unite and motivate winning teams.
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