The Extra Step SaaS and Software Companies Can Take to Increase Sales

Ever buy #2 pencils?? Not really a big purchase, right?

But what if you sold them?? Then you’d need written copy.? And the copy would contain features and benefits like…?

...It has a fine strong lead that provides countless hours for writing and taking notes…?

The shaft is made of durable cedar wood that’s hexagonal in shape to provide a greater surface area to grip for hours of writing without hand fatigue…?

...It’s 7.5 inches in length from end to end...?

...and has an attached eraser that allows you to remove any writing errors vs. crossing them out.

For any buyer - not familiar with a pencil - this type of marketing copy would go a long way in helping them make a buying decision.

However, simply providing a list of benefits and features may not be enough when selling SaaS or Software as a solution.? Instead, you may need to take your marketing a step further.

This is something that I recently discovered.? And once I tell you what I did, you can do the same with your prospective buyers.

Let me tell you what led me to this discovery.

My wife and I were invited to a wedding (a friend and former co-worker of my wife’s).? The wedding took place in central Wisconsin just outside the city limits where my wife’s parents and her brother's family lives.? Thus, it was a nice opportunity to visit them all while in town.

When we arrived, I walked into the house, I saw my 3-year-old niece Alexandria (Ally for short) from behind (Grandma and grandpa were babysitting).? She turned around - saw me - and immediately moved so her back wasn’t facing me.

Ally doesn’t know me well.? We haven’t seen her in over a year because of COVID (so, pre-COVID she was only 2).? Plus, Ally is intimidated by men.? And my 6’-6” height (which towers over her grandparents and parents) isn’t going to set her mind at ease either.

“Hello’ I said with a friendly smile. She didn’t respond but kept laser focused on me.

I finished bringing in our overnight bags, then sat outside on the deck for lunch.

Ally ate off her plate resting in her grandma's lap while standing in front of her.

I was sitting several feet to her left.? She didn’t leave her guard down because she kept glancing over at me out of the corner of her eye.

While eating, I talked a little to Ally and asked her a few questions.? But got no response back.? But I wasn’t about to give up.

After lunch, we were back inside the house.? Ally’s parents returned and she was now standing by her mom who was sitting on the sofa in the living room.

I remembered we brought along a few books for Ally. So, I pulled them out of our bag and sat down in a side chair in the living room.

I started flipping through one of the coloring books… “Ooo...look at the pretty butterfly,” I said as I held up the book to show Ally.?

She turned her head up to see.? Then, in a soft, cute little voice she said, “I like butterflies.”??

“You do?? Well, there’s a lot of pretty butterflies to color in this book... and this other book too,” I said as I held up the second book.

She gave me a little smile.

“I heard you like to color a lot.? Would you like to have these coloring books?”? I said.??

Her smile grew.??

She cautiously walked over to me… took the two coloring books from my stretched hand... and hurried back to her mom.

I now grabbed the third book.? It was a story book.? Ally LOVES story books.? Her favorite thing to do is have someone read to her.

In fact, I was told she will drop whatever she’s doing to be read to.? Even if she’s watching her favorite Disney movie Frozen (this little girl is crazy over Frozen.? Elsa is her favorite.? For almost an entire year she watched the movie every other day!)

“Ally, check out this story book.? It’s about unicorns.” I said as I slowly paged through it.

“Do you like unicorns?” I asked her.

She turned her head back to me with an even bigger smile than before.

“Would you like to have this story book?”? She hurried over to me with the biggest, cutest smile and said,? “Thank you” as she gently took the book from my hand.

“You’re welcome,” I said.

I then got up and headed to the kitchen to fill my water bottle.? Seconds later I hear, “Chase me” from behind me.? I turned around… and Ally was standing on the opposite end of the island in the kitchen with a big smile on her face.??

She was ready to run.

I took Ally up on her offer - and the chase began.

Did you notice what it was that helped me sell myself to Ally?

It was the two coloring books and the story book.? Both are of extreme value to her.? Why? Because of the entertainment and enjoyment she loves most.? It helped her to be comfortable around me, which was my goal.? I was hoping to sell myself as a trusting person to Ally and the books did the trick.

Here’s another way to look at it.? Think about the last car salesperson you worked with.? When you showed up at the dealership and began browsing over the cars on the lot, a sales person approached you.? They asked you a few questions as to why you stopped in today… and as you started talking about cars,? they rattled off a few features about the one you were next to that weren't listed on the car sticker.

After a few minutes of discussion, they spoke those all-to-familiar words, “would you like to take it for a test drive?”

In the Saas and Software industry, you can offer to let your prospective buyer take your product or service for a “test drive.”? Let them use it in their business for a period to see if it will help them suit their business needs.

This extra step combined with your marketing content efforts can lead you to higher conversions and better results.

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About Mark Herdt: I'm a copywriter, a marketing strategist and a devoted husband to my beautiful wife.? I specialize in direct response copywriting. I help business coaches and consultants fix flaws in new customer acquisition and follow-up marketing. Then every dollar you invest in marketing works harder and delivers a better return on investment. Looking for help with your copy and marketing? Let's talk. [email protected]