As an experienced ISV, you’ve spent a lot of time developing software that provides a specific solution to a problem. Selling your software should be easy, right? But today’s market for software is highly competitive — it’s critical that you and your product stand out from the rest and that you’re able to deliver both quality and value in your software and service.
Are you ready to scale your business and see a rise in your software sales? Here are four tips for successfully selling software online:
1. Understand your buyers
Perhaps the most important element for selling software is to know and understand your customers. Analyze your current customers and determine who they are. Is your software industry specific with a small targeted audience? Are you selling to large, medium, or small companies? Come up with a detailed customer profiling for all your software products.
Build customer relationships
Once you know who’s buying your software, you can stay focused on your sales strategy and marketing plan to reach your targeted customers. Part of this plan should be to build strong customer relationships. It’s these relationships that are going to improve user satisfaction, increase customer loyalty, and lead to referrals to reach potential new customers.
2. Build human connection to your software
No matter what type of software you’re selling, it’s important that people feel connected to you and your product. Use storytelling to identify the problem and empathize with your customers. Then let them know that your software can solve the problem much better than your competitors.
Use personalized marketing
Take human connection even further by using a personalized marketing strategy. When you connect to your customers on a personal level, you can up your conversion and retention rates. One way to do this is by creating interesting and informational content, which is considered to be one of the most effective strategies for optimizing your marketing plan. Visitors to your website want to be greeted with relevant content about your software that speaks to them and their problem.
3. Outline software benefits and features
Customers may know what your software does, but are they aware of all the benefits and features? Both are important and can significantly impact your software sales. List the benefits of using your software – what can customers accomplish when they use your product? Then list the features – what can customers do with your software that they can’t do with your competitor?
Comparison tables
One way to highlight your software benefits and features is to use a comparison table comparing your software against the competition. When designed properly, comparison tables can add meaning to your marketing strategy and help customers confirm that they’re making the right decision in choosing your software.
Use tutorial videos
Create and add videos to show customers how to use your software. Visuals can often explain better than text, but they have to be simple and to the point, so they don’t waste your customer’s valuable time.
4. Customer satisfaction
Customer satisfaction is about alleviating the anxiety and concerns people have about buying your software. Not only do you have to convince people that your software has value, you have to reassure them that your service also delivers what you promise.
Money back guarantee
Offering a money back guarantee policy can significantly improve your customer service. Allowing your customers 60 to 90 days to decide if your software is right for them builds trust and confidence in your product, which optimizes your customer service. Marketing stats show that 93% of customers are more likely to make a repeat purchase when they receive excellent customer service.
Make it easy for customers to contact you
After buying software, customers want to know they can easily reach you if they have a question or a problem. Your email address isn’t enough. Add a phone number to your contact info, and you’ll see a rise in sales.
24/7 support
Chances are you won’t talk to 99% of the people who buy your software – but letting them know you’re available helps build customer trust. If you can’t be available 24/7 yourself, outsource to someone who can.
Closing thoughts
Software is playing more of a role in almost every industry market. The value and benefits your software provides are huge – it’s a great opportunity for companies to streamline many of their operations and come up with cost-effective solutions to their business procedures. 
