Video: One Way to Reduce SaaS Customer Churn? Manage Buyer Expectations.

Transcript:

Hi, I’m Anna Talerico with Married2Growth and I want to talk about how your sales team can help you lower customer churn and increase retention.

So, let’s jump right in. If you have a sales team that routinely (accidentally) overpromises, you are in for very unhappy customers who are at risk for churning. Low customer churn starts with managing buyer expectations.

There are so many ways a SaaS salesperson can unintentionally overpromise. Like, how long it takes to get up and running or how much work is involved. How easy it is to use your solution (or not). What skills or roles are needed to run your solution. What other incremental or add-on costs there may be for real total cost of ownership. What business problems your product solves. What outcomes can actually be achieved by using your product.

If you want to retain SaaS customers, you have to have frank, real conversations about these things during the sales process. Buyers want honest answers, especially when it comes to SaaS solutions. They have been burned before with promises of simple, easy and effortless.

When you tell your buyer how long it actually takes to get trained, or fully operational or what skills they need, or how much time it takes, they appreciate your candor and honesty. You don’t need to promise rainbows and puppy dogs to win the deal. Just teach your salespeople to be candid, honest and real.

What I tell my sales reps is this: Don’t overpromise. Trust your product. Trust your buyer. When buyers know what to expect they are far more likely to actually adopt and use your product, and that’s where retention starts.

So, that’s it. Thanks for watching, and I hope you will join me at Married2Growth.com where we write about lots of stuff like this.