Sales Strategy: If the User Is Not the Customer (Buyer)
Sales strategy question: for one of our products (Bugfender https://bugfender.com) we have the "problem" that the user is many times not the buyer. To be more specific the user is the developer and the buyer is his boss or the boss-of-his-boss.
We're wondering how we could help, support and maybe even empower our "free" users to convince their team leads and bosses to buy a paid version of Bugfender.
One idea we had was to create a simple fact sheet PDF that they could send to their boss. But I'm wondering how they would look at it in the first place? What would the message be?
Do you have any examples of other companies using this approach? And PDFs you liked in particular?
And of course all other kinds of ideas are also welcome :-)
Here are some tips to help develop a sales strategy in such a scenario:
Understand the user's needs and pain points
Develop a value proposition
Identify the decision maker
Focus on building relationships
Leverage social proof
Offer incentives
Provide excellent customer service
For 30€ per month, the buyer is probably the user. Many developers at startups have credit cards to authorize "petty" purchases. Are you sure that your developers don't have purchasing power?
But yes, it's common to create a PDF to pass up the chain to get the purchase authorized. In the PDF, put the logos of your high powered customers such as Disney. There's a saying: "Nobody ever got fired for buying IBM". Leverage social proof and talk about things like increased product quality, reduced errors, backup, insurance, blah blah blah..
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