Value of Human Connection in SaaS Sales

As paradoxical as it sounds, the value of human connection in SaaS sales keeps rising as an essential tool of success as technology advancements continue to fascinate us. In the SaaS sales world, sometimes we forget that as much as the technologies and software’s we’re trying to sell are empowering and  needed, these products will never reach their designated utility without our human input and touch. 

Good old fashioned people skills are in dire need, so let’s imagine our sales world without our CRMS and automated emails for a second. 

Human to Business Approach in SaaS

Underestimating the benefits of human centric interactions will not allow closing deals in the long run. We must often remind ourselves that we are essentially selling to the people in a business, not the business itself.  At the heart of a sales success is good relations. This requires a method of open communication, listening, understanding and empathy. 

Prospects usually justify emotionally first, meaning that they will always remember how your sales approach and process felt, more than the commercial side of what they bought and how much they paid for it . Afterall, prospects’ decisions are made by a mind and heart, and as sales people, we need to know what’s going on inside them as we interact with important stakeholders, decision makers, influencers and champions. 

So you’ve trained for your product knowledge expertise,  made your research on a prospect, collected your data, identified some pains, created a sales pitch and practiced your rapport skills. What’s next?  The quality of your communication. By developing a deep understanding of the value of human connection in SaaS, building trust with prospects for a successful sale will be an easier mission. 

Building Trust 

Genuine communication and concern can turn a prospect into a customer. Sales success is about creating a bond that goes beyond just a transaction with an end goal of money. This can only happen through effective communication.

 Focus on having frequent conversations with your prospects. Ask them questions to find out more, but most importantly, practice active listening. For a prospect to start trusting you, they need to feel that you’re really concerned about helping them by giving them full attention. This way, you’re creating a safe space for a prospect to feel confident in their buying decisions. Demonstrating expertise in relevant products and relating to needs , pains and risks can go along way with prospects that are difficult to handle.

Personalizing Communication 

There are many ways to leverage human communication in SaaS sales. Making a sales approach look and feel customized gives the prospect a psychological boost to listen to you, because they get the feeling that this isn’t a random attempt at throwing a product in their face, and there is a genuine and true purpose from the outreach. 

Utilize data and insights from research and from asking questions to the customer, to create a personalized business case specifically for the digital transformation requirements this customer needs. Understanding the customer, the industry, persona and the country of origin are also key factors in personalization

Prioritizing Staying in Touch

Human connection in SaaS isn’t just about the initial communication for sales.  A big part of it is also your post sales process. Your package needs to include something that reinforces the idea of ongoing support even after selling your SaaS product. 70% of clients prefer companies that have people reach out to them for follow ups that add value, and updates after their purchase. This can only tell you one thing: Clients want to keep being valued and understood from a reliable person. 

Whether it’s customer support, live chats or anything of the sorts, feedback is a valuable interaction that fosters better relations and understanding of customer needs. Keep in mind that following up should be done mindfully. There is a fine line between spamming customers and following up strategically. To do this with quality and not quantity,  you can set expected follow up timings to ensure customer awareness on frequency of communication. Also , be purposeful in your follow ups by focusing on offering resources, guiding information and tackling any concerns.

To sum up, focusing on the quality of your interactions with prospects and existing users is pivotal to bringing in new customers or maintaining them, whether it’s staying in touch , personalizing communication, be sure that by touching the hearts and minds of your prospects and customers, your numbers in sales will supercharge.

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