Whether it’s a large, focused team aggressively dedicated to sourcing new business, or a team that supports existing customers and reactively generates business from incoming calls; if you have entered the world of work, you’ll undoubtedly have been exposed to some form of sales team.
Sales teams are often described as the life blood of a company, and to a point, they are. They get the customer to sign on the dotted line and they deliver a number on a monthly basis that pays to keep the lights on, helps further develop products or services, and pays the wages; but nowadays, with so much information available at the click of a button, buyers are becoming savvier and better informed when it comes to buying software products.
Buyers no longer rely solely on the promises of a sales person, and even when a revolutionary, first-of-its-kind software product enters the market, buyers are still committed to conducting some research of their own to satisfy their need for certainty; it is this process of self-education that is empowering today’s buyers to make software purchases more strategically based on the development of knowledge and understanding, as opposed to the dreams sold to them by SaaS sales people.
It’s a direct result of this shift in power that is causing businesses to have to change their approach to selling software. The focus can no longer be purely on sales patter, discounts and offers; the new required approach is to empower other departments in the business to work towards the same goals as the sales team, effectively working as a single unit.
“Sales aren’t the only people selling”
The potential to close a sale now weighs heavily on other areas of your business, as well as your sales team’s ability to close, because sales aren’t the only people selling.
Buyers want to work with businesses that can not only solve their problems, but whose culture and direction aligns with their own; this can be achieved when your marketing department truly understands your target market and are able to produce content that resonates with them. Not only this, but the brand that your marketing team portrays has the ability to turn a potential buyer on, or off, in just a few short moments; the way that your brand is perceived hugely contributes towards the success of a sale and ignoring this could be detrimental to the acquisition of new clients.
In terms of the product, in particular software products, most are seen to be much of the same; similar functionality, similar speed, and similar features – so how can you differentiate yourself from the competition and appeal to the buyer?
This is where User Experience and User Interface designers come into the sales role. UX/UI designers are tasked with, in short, making the product look good, but it’s much more than that, and the influence that UX/UI designers have on the success of a sale is much higher than many people think.
What makes people passionate, pure and simple, is great experiences. If they have great experience with your product and they have great experiences with your service, they’re going to be passionate about your brand, and they’re going to be committed to it. That’s how you build that kind of commitment.
Businesses have now come to recognise that providing a quality user experience is an essential, sustainable competitive advantage. It is user experience that forms the customer’s impression of the company’s offerings, it is user experience that differentiates the company from its competitors, and it is user experience that determines whether your customer will ever come back.
It’s important to understand that with software now being perceived as much the same, features, to a degree, are now meaningless – they mean less and less to the user; a coherent product user interface has now become ‘the product’ to its users.
Continuing with this, it’s important to promote your company culture both internally and externally; you can achieve this by utilising a communication tool that enables continuous and unbroken engagement with the user from the point of being a candidate in your recruitment process until they leave the business.
If you would like to speak with a member of our UX/UI design team, you can call 01509 236 434 and ask for Jay Staniforth or email us.