When selling technically advanced products like software, the quality of the sales pitch is often more important than the product itself. We know this first hand as our own product is premium sales presentation software and we have to pitch it to potential customers
A sales person’s ability to cut through all of the technical jargon and convince a buyer that a piece of software is valuable will determine if it sells. To help you become better at selling software, here are some essential tips for writing a sales presentation for software products.
Know your product or service well
Before you begin writing a sales pitch presentation for software, spend plenty of time learning the capabilities of the product or service that you are selling. You must develop enough technical knowledge to explain its functionality in simple terms, run demonstrations, and answer any questions that a prospect has. It can also be useful to learn how the software you are selling compares to what competitors are offering.
Research the prospect
Research your prospective customers to gain insight into their business and the industry they operate within. Look at their growth trajectory, the challenges they face, the opportunities they may be interested in pursuing, their current software providers, and so on. This will give you an idea of how the features of the software you are selling align with their requirements and goals.
Structure the presentation appropriately
The structure of a software sales presentation is very similar to a standard presentation — however, you may need to allow additional time for a software demonstration and questions.
Begin within an attention-getting introduction
Ideally, your introduction should have an interesting central theme. Something that sparks the curiosity of the prospect. For example:
- Make a bold claim
Begin the presentation with a statement that virtually everyone agrees with, like “The Internet as transformed the way we do business”. Then, make a bold claim which is less agreeable, like “Emails are a waste of time”. Finally, explain why emails waste time and how your software solves this problem.
- A shocking statistic
Did you know that the average office employee spends about five hours a work-week on their mobile doing things that have nothing to do with work? Shocking right? Well, here is a way that our software can help with this issue…
- Show results from the start
Another popular option is to start with a chart or graph that displays an impressive statistic relating to your product. If a study shows that your software can boost productivity by 30%, start with that figure. The prospect will immediately know that you have a product or service that might be valuable to their organisation.
- Highlight a common problem
Start with an undeniable truth, like “everyone thinks email helps businesses be productive”. Then, introduce a problem with that statement, like “except statistics show that spam can make email costly for a business”. Finally, introduce your software as a solution.
- Start with a story
Storytelling can make a presentation far more engaging and interesting to a prospect.
Introduce the business
After the introduction, share some information about your business and software being sold.
The body of the presentation
In this section, you will be describing the software, how it is used, where it is available, what it needs to run, how it is supported, how it is unique, and so on. You can also run demonstrations
A summary of the offering
Share some salient points about the product or service being offered, and why the prospect needs it.
Ask the client if they have any questions and if they are interested in making a purchase.
Present solutions instead of features
If you are very familiar with the software that is being sold, you could probably talk about its features for many hours. Unfortunately, doing so will result in a very dull and uninspired sales presentation. A sales pitch presentation for software should always focus on the buyer and how your software can solve their problems. Spend time discussing the ways that the software will:
- Save the buyer time and money
- Make their workflow much simpler
- Improve productivity
- Provide the prospect with additional knowledge, analytics, or forecasting capabilities that benefit their business
- Help them manage certain aspects of their business (inventory, lead management, sales, staff rostering and so on)
- Automate certain tasks to free up additional time
- Ease employee workload
- Reduce data entry requirements
- Protect the business from risks
Use simple language
As you write your sales presentation, remember to keep your language simple. Avoid unnecessary jargon and opt for language that can be understood by a person without a high level of technical knowledge. You can always ask your prospect if they want additional clarification on a technical point during the presentation.
Ask questions of the prospect
Speaking of questions — don’t be afraid to ask your prospect questions during the sales pitch. This can help you understand the goals of a prospect and identify the ways that your software can help them. As an example — ask a prospect to identify the primary challenges they are facing at the moment. You can then explain how the software you are selling helps them deal with those challenges. Other questions that might be useful within the sales presentation include:
- What are your goals for the coming year?
- How well is your current software performing?
- What tasks are the most time consuming for your employees?
Differentiate your offering
The software industry is extremely competitive and there are often many different software companies selling similar products. You will need to make the software that you are selling stand out from the crowd by defining some clear points of differentiation. Some key areas to focus on when differentiating a software product include:
- Unique features that your software has
- Price differences including any payment plans or discounts which make your product more affordable
- How much easier your product is to use compared to your competitor’s
- Aesthetic differences
When pitching software, it often helps to include feature comparison lists in your presentation. This will make it simple for the prospect to compare different products or services.
Include time for a software demonstration
It’s often useful to provide some time within your sales presentation for a software demonstration. This will help you maintain the interest of the prospect and showcases how valuable the software is.
The best software presentations run through a series of real-world scenarios and present the software as a solution. For example, if you are selling employee scheduling software, show it performing tasks that occur every day at a business.
Show the prospect how quickly employees can be added to the work roster, have employees quickly swap rosters, create an imaginary crisis where multiple employees are not available and solve it with the software. Showing a prospect how your software solves real-world problems can help to convince them of its value.