SaaS (Software as a Service) is unsurprisingly on the rise. It’s replete with advantages, such as being easy to install, very scalable, and updated automatically by the provider.
But, there are those for whom SaaS presents a concern, whether you’re in the field of partnership marketing, contact center management, or any other application. We’re going to go through some of the most common issues people can have with SaaS customer objections as well as address how best to tackle them.
Most US companies will be familiar with SaaS – in fact, 99\% of firms use at least one SaaS solution. So you shouldn’t have to explain the nuts and bolts – that it involves software being hosted centrally and the user paying a subscription to use it.
However, it’s worth bearing in mind that not all sales will come easily. That’s sales for you. But, whatever the initial attitude of the person or the message in your social inbox that you’re dealing with, you can certainly influence the process for the better.
“It’s not about having the right opportunities. It’s about handling the opportunities right”
– Mark Hunter, sales author, and consultant
- “I don’t have time to change to another system, do I?”
This common question can be raised no matter what you’re selling. The irony is that the very commodity that this hapless individual is lacking will be rendered uber-plentiful by the solution you’re proposing. Say you’re selling a system that includes automatic call distribution. Well, ensuring that calls get routed to the right people automatically and reliably will save the business time and money right away.
You can also assure the lead that it takes very little time investment to start enjoying the benefits of SaaS. The software is already installed in the cloud. Once the cloud server is provisioned, it will take usually only around two hours for the system to be ready for use. Training can be done on the job.
In other words, the rewards of using SaaS can be enjoyed pretty much straight away. This is one of the reasons why SaaS is being taken up by so many across the globe.
The overwhelming popularity of SaaS is a factor you can bring to bear when dealing with a reluctant buyer, and you can hit home by explaining that a great many of those now enjoying its advantages might have missed out altogether had they listened to the little clock in their head stopping them from embracing anything new.
- “It’s going to cost more than what I’ve got now, isn’t it?”
It pays to be utterly candid here. There’s no sense trying to complicate the issue: getting a new system may involve a higher outlay than staying with what they have. It may not, of course. But, if it does, you need to highlight the return on any extra dollar they spend. You must emphasize the enhanced performance that will be theirs courtesy of your sales apps.
This won’t just mean better operations, it will mean time and money saved. It will mean more adaptability and customizability. It will mean more attention given to each customer hence more sales potential.
One thing you shouldn’t lose sight of is that price is often used as an escape clause to get out of the purchase. It’s frequently the case that the business will be able to afford it, but the person you’re speaking to has their agenda for not completing it.
It’s down to you to make the case so compelling that short-term cash issues are overcome by the ROI opportunity your SaaS opportunity is representing. For example, demonstrate the benefits that live chat software will deliver for their payroll and overall job quality.
In brief, don’t talk about “expensive” or “cheap.” Talk about “value.”
- “I need approval from my manager.”
Well, the apparent route then is to ask to speak to their manager. If this isn’t the done thing with their organization, ask them when they’re next going to be talking to their manager. Arrange to call again and resume the conversation after.
Be prepared for there to be bad news on the next call. It’s often the case that a future sale deflates when shared between colleagues. It might be the case that your lead doesn’t want to seem too enthusiastic, especially if their boss is immediately critical of an element of the deal (usually expense).
However, you can be ready for this. If your lead tells you that it’s a no-go, you can ask to be put through directly to the boss or ask if a conference call might be arranged between all of you.
- “We handle all this stuff internally.”
Be complimentary. Tell them how impressive it is that they do this. If it’s CRM you’re talking about, ask them to go through their existing CRM software with you, filling in detail regarding service provision as they go. Wherever they hit an area that your system can outperform theirs, tell them about it.
Don’t be too pushy or arrogant, but do point out how much better their needs would be served by the enterprise Saas that you’re offering. The key is to ask them what they’re trying to achieve with what they have and show them how much better you can do for them.
- “We love the product, but we can’t buy it yet.”
There are a lot of aspects to consider when thinking about a business’s available finance.
Cashflow’s often a business difficulty that can get in the way of the best deals. Here, it can pay dividends to remind your lead of the immediate benefits the product will bring. Talk to them about their sales cycle to see when a more congenial financial situation will present itself. It can be the case that if you take a genuine interest in their perspective, you can forge a way forward together.
Finally, go through what financial arrangements you can make to allow the deal. Some sort of payment deferral may be possible – something you’ll be aware of going in.
- “It lacks the features we need.”
It may be that they just haven’t understood that what they need, such as interactive voice response, is part of what you’re selling. You can tackle this over the telephone or send the prospect a walk-through video demonstrating how to find and use the feature.
If it turns out that the client has a point and that feature is missing, you can look into whether this can be rectified and when it might be delivered. You can then highlight how responsive your business is to customer needs. After all, agility is what’s behind most businesses’ reasons to adopt SaaS, and you’ll be demonstrating this very quality by acceding successfully to their request.
It may be the case that what the customer wants is not deliverable. It could well be that it’s missing from all comparable products too. Go back to the client and see if what they need can be facilitated another way.
- “How do I know you’ll be in business long enough to warrant our coming on board?”
Okay, this one can be difficult. Most of us are not clairvoyant: who knows how long any business will last? Some don’t even go beyond the app user testing stage before going to the wall. All you can do is point to your business history (tricky with startups, admittedly) and its significant achievements. With startups, list the credentials of those involved, both on the staff and those providing backing.
Here, a great deal will depend on your rapport with the prospect. If they feel they can trust you as a person, this will inform how much they want to trust your organization. So, go back to the basics of selling. Use mirroring and techniques such as sympathizing and coaxing through. For example:
Client: “How can I trust that your business will be around for us when so many go bust all the time?”
You: “I understand your concern. Yes, it’s tricky to know who to place your trust. Business can be a risk, and you’re not alone in feeling like this. Trevor from United Muffins had precisely the same worry.
I chatted to him about what we did for Simon from Scone in 60 Seconds and how we built up their business for them. And I went through the profiles of some of the incredible talent we’ve got here. Thankfully, Trevor came on board, and now United Muffins are the most considerable muffin presence in the tri-state area. Yes, even more, significant than Muffin Stuffin.”
By highlighting that others have shared the client’s position and pointing out how they went forward with you, you’re not only demonstrating that it’s a viable route. You’re suggesting that it’s a desirable one for them.
What’s next?
B2B sales can be tricky. Sometimes it seems like you’re up against somebody who’s as business savvy as you, drives a ridiculously hard bargain, has no budget, and lacks the authority to make a final decision. There are ways to deal with each of these hurdles, which we’ve touched on above.
We can all learn how to sell better. For this reason, it’s always worth considering more sales coaching, so don’t be afraid to invest where necessary.
