Considering that SaaS companies, in their current form, are a relatively new phenomenon, it’s astonishing to see how important their services have become to businesses around the world.
The best of these companies have experienced meteoric growth, not just because of their products, but because of the innovative strategies they incorporate into their sales and marketing processes.
B2B organizations that sell physical products, meanwhile, may consider their companies as worlds apart from SaaS providers, but they too have an opportunity to implement many of the following SaaS-style techniques that make those tech startups so successful.
1. Make a commitment to customer success.
Many SaaS companies have risen to the top of the heap by understanding that there is no hope for them if their customers don’t quickly and reliably succeed with their solution. When you think about the B2B SaaS market, you probably think about products seemingly emerging overnight, and an open environment that makes it easy for customers to search out the next big solution.
These are realities that SaaS salespeople and account managers deal with every day. If customers are having difficulty getting the most out of their platform, they’re going to start thinking about canceling their current subscriptions and signing up with a new service.
Are you a sales leader in another industry? You may believe that your sustained success is not as closely tied, like a SaaS company’s success, to your customer’s achievement level with your product.
You may mistakenly believe that your primary goal is to sign a deal with a customer and move on to the next one, leaving the responsibility for customer support up to a different unit entirely. However, like Saas professionals, B2B sales professionals in every sector also have the responsibility of getting involved in the customer onboarding process to limit churn and facilitate sustainable growth.