How to Pivot From Software as a Service to Value as a Service
As the “app generation” enters the workforce, more companies are fully migrating to the cloud, not only to placate these always-on tech natives, but to scale their companies, become more agile and better manage shadow IT. The continued emergence of the cloud means that we all carry tomorrow’s desk — our smartphones — in our pocket. This shift has led to a surge of new SaaS companies, all looking for unique ways to differentiate themselves and successfully pivot from Software-as-a-Service to Value-as-a-Service.
Below are some tips to help ensure that your channel team is always putting your value first when engaging with current customers and new prospects:
Be the (un)common denominator. So how can reps best set themselves apart from the competition? By being uncommon. This means understanding how to differentiate not only your product or service, but yourself. Channel sales reps need to understand how to evangelize themselves to stand out, keep current customers happy and poach new customers from the competition.
To reach these potential customers and prospects, identify current tech trends and where the industry is headed. Tech is changing faster than ever, so it’s essential to uncover these trends or market changes and then effectively communicate how they will or may impact customers.
Promote wins and industry insights. Reps should also share ‘win wires’ featuring the how and why another business in the same industry chose your product. And it is OK to generalize these to ‘a midsize manufacturing company’ rather than disclosing customer names so you can maintain a library of these assets. Not only will these customer-win snapshots give your offering third-party validation, but they serve as a great touch point and reason to speak with customers and prospects. Beyond this, sharing industry expertise, data and other news relevant to your customers will help them reach their audience, further developing their brand and supporting their career. If you do not maintain frequent contact with your customers, they will quickly move on to someone who gives them more time and attention.
Be a trusted adviser. Gaining new customers is just the first hurdle — retaining them is a much longer-term strategy. By becoming a trusted adviser, companies will view you as a strategic partner, not just a vendor. Don’t simply highlight the product’s initial value-add; instead, show your customers why the product will get them where they want to go, both for their own professional career and the entire organization.
Being a trusted adviser also means emphasizing the needs of the customer. If every time you talk the focus is on you, you’re missing the boat. Potential customers have lots of vendors competing for their attention, so being trusted and liked is important, but establishing and continually bringing…