That's the goal right?
It's on just about every company's to-do list.
And it probably should be.
After all, there is no point in creating a SaaS product if no-one is using it. You may as well have not bothered at all.
But increasing sales isn't easy.
With the increasing level of competition and customer expectations, it can seem downright impossible.
While it may be hard, the good news is that you're not alone.
Increasing sales is a universal challenge, and there are lots of people looking for answers.
To help you, this article will cover 8 strategies you can use to increase your SaaS sales, even if you're in a crowded market or don't have a sales team.
1. Use The Psychological Principle of “Consistency”
One of the best ways to increase your sales is by getting existing customers to spend more.
This is known as upselling, and can be done at any time during (or after) the purchasing process.
In the book “Influence: The Psychology of Persuasion,” Robert B. Cialdini talks about a concept called “consistency.”
This principle states that people want to be consistent with their decisions. As a result, people are driven towards behaviors that match previous actions.
For example, if you ask someone to do something small (like answer a short survey), they are more likely to agree to bigger requests, like buying your product.
Consistency is one of the most powerful compliance tactics, and it works amazingly well.
For example, you could offer more products that complement the original purchase, offer an extended guarantee, or offer premium customer support.
This is also known as “upselling.”
Here's an example:
Let's say you're shopping for a new TV.
You decide to buy a 50″ LCD TV for $1,200.
During checkout, you're offered the option to purchase a 2-year extended warranty.
This is an example of a product that is “consistent” with your decision to buy the TV.
In the software world, you can implement the same strategy.
For example, you could offer more products that complement the original purchase, like training or enterprise support.
You could also offer additional features or different tiers of your product to existing customers.
Since you already have a relationship with these customers, they are much more likely to buy.
Just keep in mind; make sure you're upselling offers that are relevant to their original purchase.
2. Develop Supporting Material
Based on the consistency principle, you can create supporting materials that highlight your most popular features.
For example, let's say you launch a new feature that allows users to organize their files.
Instead of mentioning the feature in-app, you could create a short video and promote it through your website or social media. A video would be a great way to show off the new feature, and highlight your value proposition (increasing conversions).
You could also create a short email course that highlights the benefits of your newest feature.
Then, send this course directly to existing customers.
The material doesn't need to be extravagant, as long as it's useful and relevant.
You could create blog posts, webinars, infographics, or videos that highlight the feature.
This could include things like explaining creative ways people use the feature, or offering tips and tricks on how to get the most out of it.
The idea isn't just to show off, but also to encourage people to purchase.
For example, you could use the content to promote an enterprise plan that offers unlimited storage. You could also make an upsell offer directly within the content.
This way, your content will not only help you reach new customers, but also drive existing ones to purchase additional products.
3. Content-Based Retargeting
Have you ever visited a store, browsed around for 30 minutes, and then suddenly started seeing ads for that same store on every site you visit?
This is called retargeting, and it's the closest digital marketers can get to stalking without getting arrested.
But, instead of just chasing people with annoying ads, you can create targeted content to reach the right people.
You can create a list of your most common customer personas. Then, use this list to create a retargeting campaign that focuses on the needs and pain points of each persona.
For example, if you're selling CRM software for medical clinics, you could create separate campaigns for small, medium, and large clinics.
You don't need to hand-tailor ads to each customer.
Instead, focus on creating the right content that you know would appeal to each persona.
For example, small clinics might prefer articles about office management, how to grow a successful business, or tips for running a small clinic.
Larger clinics might prefer articles about productivity, team management, or hiring the right employees.
You get the idea.
The goal is to create targeted content that appeals to different customer personas.
Creating relevant content not only helps you reach the right customers, but it also adds value and shows that you understand their needs.
This will make your content more persuasive and improve conversions.
Now, here's the thing:
Throughout each piece of content, you should highlight how your product solves each persona's specific pain points.
For example, you can include screenshots of features that directly address the specific challenge, like appointment scheduling or tracking performance.
This will position your product as the ideal solution, which will drive conversions.
Since you're targeting people who are already familiar with your product, they'll be more likely to buy.
4. Seasonal Promotions and Discounts
Promotional offers and discounts can encourage customers to purchase more.
Using discounts and promotions is especially effective if your product or service is tied to a certain season or event.
For example, if your business involves working with schools, you could offer a promotion around back-to-school time.
If you're in the insurance business, you could offer promotions around tax time.
And if you work with ecommerce businesses, you could offer a promotion around Black Friday or Cyber Monday.
You can also apply the concept of scarcity to your promotions and incentivize customers to act now, rather than later.
By setting a countdown timer on your promotions page, including a limited number of coupons, or limiting the availability of your promotion, you'll help motivate customers to act fast.
Discounts and promotions will encourage existing customers to purchase more while also bringing new customers on board.
5. Partner With Complementary Companies
Partnering with complementary businesses is a good way to increase your sales.
For example, if your software helps restaurant owners, you could partner with restaurant supply providers. This way, you could cross-promote each other's services.
If you offer a SaaS product that helps small businesses, you could partner up with a local accountant or lawyer. In return, they could offer a partnership discount on your product to their clients.
The question is: How can you find partnership opportunities?
Some ideas include:
- Dive into your competitor's marketing material to see who they are partnering with: Likely, some of these companies would be interested in partnering with you, too.
- Go to industry trade shows and find companies that offer complementary services: Trade shows are a great opportunity to connect with other businesses and explore partnership opportunities.
- Check out your target market's LinkedIn profiles: It can be a great idea to identify people with large networks in your industry and reach out on social media.
- Post on social media and ask your followers if they know anyone: Sometimes customers and followers will know the right person to approach with a partnership idea.
6. Tie Your Product to Users' Pain Points
Customers don't buy things; they buy solutions.
Your product needs to solve a problem that your customers are facing.
If you can reframe how your customers view their own problems and how your product can help, you'll be able to sell much more effectively.
For example, let's say you sell accounting software.
You can help customers improve productivity by showing them ways they can save time and money on their accounting tasks.
By finding the right reason for customers to purchase, you can improve your sales.
Now, this isn't always easy.
You'll need to look closely at what keeps your customers up at night, how they are currently solving their problems, and how your product fits into their unique situation.
This will help you create a customer-centric pitch that resonates with your target audience.
Here are some ideas to find these pain points:
- Analyze your support tickets: If you have a support team, take a look at the most common issues and concerns that come up. Then, figure out what underlying causes your customers are facing. Then, find ways to address these pain points in your marketing messaging and calls-to-action.
- Monitor social media: If you have a large following on social media, take notes of the biggest questions and concerns your customers are asking.
- Use a survey tool: Surveys can be a great way to hear directly from your customers. For example, you could create a survey using SurveyMonkey or get feedback from your customers on social media.
- Record sales conversations: If you sell directly to the end user, record your conversations with customers about what they need. This way, you can go back and look at them to identify pain points.
7. Let Users Experience Value Quickly
If you're offering a free trial, you need to consider how long it takes for customers to get results from your product. If it takes too long, customers may never reach the point where they feel like your product is valuable.
If you can show customers how your app or software solves their problems quickly, they'll be more likely to convert.
Here are some strategies you can use:
- Create a “how-to” demo: Show how your product works and give users the opportunity to try it on their own, so they can get a better feel for how it can solve their problems.
- Deliver a “wow” moment: After your users have been using your product for a little while, show them a cool feature that they didn't know about.
- Offer quick start guides: If your product is pretty complicated, consider creating documentation and/or quick-start guides to help users get the most from it quickly.
- Reward early engagement: When you have users who are engaging with your product, consider giving them early access to premium features or an opportunity to give you feedback.
By getting users hooked early, you'll have a much better chance of getting them to convert.
8. Personalize Your Messaging
Personalization can be a valuable tool for marketers.
Roughly 9 out of 10 customers would purchase from a brand if they were offered a personalized experience.
And 90% of the American public find personalization very (or, at least, somewhat) appealing.
What does this mean for you?
By finding out more about your audience and tailoring your messaging to their needs, you'll be able to increase conversion rates.
For example, if a free trial user is a mid-sized business owner from the UK, you could send them content targeted to that specific audience.
Here are some ideas for personalizing your messaging:
- Use different templates for different segments: Different audiences might respond better to different calls-to-action or messaging styles. To find out what your audience wants, send them a survey asking them which types of content and offers they would prefer.
- Use marketing automation: With marketing automation, you can set up targeted campaigns that will be triggered by different user actions, like signing up for a free trial or downloading content.
- Use split testing: Split testing allows you to test multiple variables at once, which is great for optimizing your messaging. After you send a few campaigns, look at the results and see what's generating the most conversions and then optimize future campaigns.
- Build buyer personas: If you don't know much about your target audience, doing some research can help you design better messaging. For example, use social media to see what types of content they share.
Improving your SaaS sales isn't an overnight process.
It takes time to learn what works for your business and what doesn't, and you should continue to measure and optimize your approach.
But once you find the tactics that produce results, be consistent, keep testing new ideas, and you should be able to improve your sales.
Hopefully the information provided today helps you do just that.
And, if you’re looking for even more help in increasing your sales, take a look at Executive Navigation. This program will help you get to $10M, while avoiding some of the most common pitfalls startup owners make.