5 Ways to Grow Your Software Business with Training
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Transcript of 5 Ways to Grow Your Software Business with Training
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Y O U R E N T E R P R I S ES O F T W A R E
GROW
BUSINESSTRAINING
W A Y S T O
W I T H
S E R V I C E R O C K E T. C O M
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ACCORDING TO GEOFFREY MOOREIN CROSSING THE CHASM
Innovators and early adoptersmake up only about
of the market, and they already understand your technology.
15%TO10%The rest of the market needs to learn your technology.
90%TO85%
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"THE SMART CONSUMER WILL OPT TO BUY FROM THE COMPANY THAT HAS EDUCATED HIM."
- MARK QUINN, LEGGETT & PLATT
Source: Business Insider:http://www.businessinsider.com/how-brands-can-educate-customers-2013-4
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Training can help grow a business even without direct ly contr ibut ing
revenues and prof i ts.
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THE 5 WAYS TO GROW YOUR ENTERPRISE SOFTWARE BUSINESS WITH TRAINING
EDUCATE THE MARKET
GENERATE LEADS AND MOVE PEOPLE ALONG THE SALES CYCLE
SPEED UP CUSTOMER ON-BOARDING
INCREASE AND MAINTAIN ADOPTION
SELL TRAINING AND RUN A PROFITABLE TRAINING BUSINESS
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1. EDUCATE THE MARKETBe known for your market space by running training courses on ski l ls necessary in your industry.
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I f you are commercial iz ing an open source technology, run training courses on the underly ing technology.
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I f you sel l market ing automat ion software, educate the market on inbound market ing and market ing automat ion.
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People who at tend your t ra in ing sessions and f ind value are more l ikely to consider buying your product.
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2. GENERATE LEADS AND MOVE PEOPLE ALONG THE SALES CYCLE
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F i l l up the top of your market ing funnel
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to send high probabi l i ty prospects to your product t ra in ing courses.
Equip your sales team with
COUPON CODES
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Most prospects want to see your product in act ion before they buy.
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F ree t ra in ing can be an al ternat ive to t ime consuming and expensive pi lot programs because prospects can see your product in act ion.
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3. SPEED UP CUSTOMER ON-BOARDING
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T ime is money and the longer i t takes to on-board new customers, the more i t costs.
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No matter how easy your sof tware is to setup, i f you sel l to large enterpr ises,
the process can take weeks or months.
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Any amount of t ime that can be removed from this process reduces expenses and frees up your team to get to the next customer.
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A formal ized training program can reduce most of th is “ f i re-dr i l l ” act iv i ty and al low your support team to focus on solv ing customer problems rather than showing new customers the same tasks over and over.
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4. INCREASE AND MAINTAIN ADOPTION
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Everything is great. Your customer is using your product and are very happy with i t . . . .unt i l J i l l takes a new job and now no one at your customer's company knows how to run reports.
CONTINUOUS TRAINING SUPPORT
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Th is is f ine when i t happens intermit tent ly, but when you have hundreds of customers, each with turnover and unique needs, you wi l l not be able to keep up.
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I f you have a t ra in ing program in place, you can simply make your customers aware that any new employees can register for c lasses on your websi te.
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Not only is th is great customer service, but i t is an act of showing how much you care about your customers’ success.You can keep customer churn low by proact ively providing on-going training for your customers.
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5. SELL TRAINING AND RUN A PROFITABLE TRAINING BUSINESS
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Source:http://www.couchbase.com/press-releases/couchbase-launches-enterprise-grade-nosql-training-courses
WHY CAN'T YOU DO THAT?RedHat bui l t a $60 mi l l ion per year t ra in ing business on free software.
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I f your enterpr ise sof tware t ru ly changes your customers' f inancial statements, they wi l l be happy to pay for t ra in ing. The larger the customer, the more they expect to pay for t ra in ing.
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LET'S REVIEW
THE 5 WAYS TO GROW YOUR ENTERPRISE SOFTWARE BUSINESS WITH TRAINING
EDUCATE THE MARKET
GENERATE LEADS AND MOVE PEOPLE ALONG THE SALES CYCLE
SPEED UP CUSTOMER ON-BOARDING
INCREASE AND MAINTAIN ADOPTION
SELL TRAINING AND RUN A PROFITABLE TRAINING BUSINESS
1
2
3
4
5
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© 2014 ServiceRocket Inc.
888-707-0088servicerocket.com@ServiceRocket