Subscribe Close

Login | Subscribe Why subscribe

Software Selling Mistakes…part of the crowd

3932 reads

…being part of the crowd

The topic keeps repeating.. yet it is important.  Software selling mistakes again..one software company was talking to us on specific exposure mechanism for the HRMS product vertical.   He had a concern, his product was too good to resist, he is sure of converting every lead which comes by, but how to get the attention of buyers.  With the market flooded with similar products, what will make his product stand out of the crowd in the first instance?  On iPOTT itself we have around 33 HRMS products..


I felt the answer was very simple.  The answer is in the question “so what’s the differentiating factor?”   The differentiating factor is not those 4 lines stated on your product brochure.  The differentiating factor must be in every aspect of exposure effort.   I will list out a few of the critical factors which act as differentiators.  You are welcome to add to it or totally disagree.




  1. USP:

     This is one area to give some serious thoughts.  I generally see statements like : Good value for money, excellent service & support, etc. How can you call these USP?  How can you decide what value and for what money?  How do you qualify excellent?   How about thinking something really UNIQUE about the product you have to offer. It can be anything ranging from special product packaging or for that matter a very different type of service model. Remember don’t get someone, me included, to suggest  USP for your product. You be, your own  Mr/Ms. Outstanding to find the USP for your product.



  2. Guarantee & allow reversal:

     I often see products tagged with guarantees like  ‘100% robust and reliable shortest implementation cycle’ etc. If such statements are true,  then say it with a risk reversal factor.  Eg: implementation cycle of 20 days, additional days will not be charged.  Money back guarantee, product take back, etc  fall into risk reversal. These statements actually adds a lot of trust and visibility to the software



  3. Provide value add :

     Value adds need not be related to discounts or currency.  Bundle your product with complementary service or product of your own. Let me take an example from iPOTT,  Premium  Promoters of iPOTT can find Marketing Partners, reseller, etc through our “cross country introductions”



  4. Beat your drums:

     Who else can do it?  Educate the buyer about your achievements, awards, clients, etc.  But do not mislead(this was one factor for launch of TrustIT.   Don’t use market hypes, they are identified as hypes and they are only temporary attention grabbers.  To the above, I would like to add some secondary factors which actually grab attention towards software. These factors will help buyers pause and if they have a clear and concise message they can stall a buyer to look at your software.  


  • A classy Software logo


  • A impressive software name


  • A trademarked logo / name
  • How do you expect your buyer to consider your product to be out of the crowd if your erp application is called ERP Software? It is surprising to see how products & product logo are neglected. While 100’s and 1000’s of man hours & money are spent on product development, companies fail to spend time and money on a well designed logo or well thought name. When this is the situation I can hardly talk about branding. It is a fact that only 5% of the software names/ logo’s are trademarked. Trademark can bring in trust. A trademarked logo or name will ensure sustainability.


  • A web site

Another ignored area is the website. I am not talking about the companies without websites (12% of promoters on iPOTT do not have websites) It is about companies with websites and what they convey. This is the first gateway to display all the factors which actually grab the buyer’s attention. This is the entry point for your visibility. I can count on my fingers, websites which are designed for the purpose of ‘attention generation’.

In reality all these points mentioned above should help you gather attention, generate interest about your product and also instill a desire to check for more information. 

After this, what remains is for you to generate compulsion and action towards product procurement.
It’s time to move away from the crowd and focus on areas to bring about ‘exposure’ to your products. Do not take one step at a time, just leap ahead.




Happy selling!






















































Trending

85
mashable's picture

Travel accessories to give you that first class feeling

Even if your vacation destination is amazing, getting there can be, well, another story. Between the Tetris game of packing your suitcase, the bustle of a full flight, and the dreaded middle seat, you might be exhausted even before you reach your
76
harvardbusinessreview's picture

Leaders Focus Too Much on Changing Policies, and Not Enough on Changing Minds

To achieve the outcomes you want, start by thinking about people and culture.
70
sethgodin's picture

If you need deadlines to do your best work

Make some up. There’s no shame in that. In fact, it’s a brilliant hack. Set up a method of reward or punishment with a third party. Money in escrow that goes to a cause you abhor. Public congratulations. Whatever the method, the point is the same:
199
sethgodin's picture

The shortcut crowd

There is no market. There are markets. And markets have segments. There are people who enjoy buying expensive wine. There are people who will save up their money to have a big wedding. There are people who pay to have a personal trainer… And within
186
johnsullivan's picture

A Look at What’s Ahead For Talent Management In the Middle East

Note: Hessa Al Ghurair, CHRO and head of corporate social responsibility at Commercial Bank International P.S.C., writes on the state of human resources in the Middle East. In this Q&A, she discusses the talent management issues facing
315
businessstandard's picture

In media innovation is outsourced, need more data analytics: Punit Misra

 You have spent about 20 years with Hindustan Unilever Limited (HUL) before moving to Zee. From consumer goods to media, what is the first thing that hits you?One, there are significant levels of consumer engagement. You use a shampoo or soap
309
johnsullivan's picture

5 Strategies For Getting Your Employees Excited and Smart About Open Enrollment

Communicating employee benefits is a year-round job –– making sure employees remember key dates, know how to make changes when they have a life event such as getting married, submit claims on time and so much more. But open enrollment...
284
businessstandard's picture

AI revolution and jobs in India

 We are all in a tizzy about what new-age “artificial intelligence” (AI) systems can do. Does this harm India's hope of large-scale labour-intensive production? The picture is more optimistic than meets the eye. The AI revolution is mere
226
johnsullivan's picture

3 Questions to Evaluate a Candidate’s Emotional Intelligence

When looking to fill an open position, a lot of factors go into the screening process for the perfect candidate. You want someone who has relevant experience; an acceptable number of years in the field; a solid work history; and,...