SaaS Buyers Are Online Shoppers
SaaS Buyers Are Online Shoppers
SaaS Buyers Are Online Shoppers
SaaS Buyers Are Online Shoppers
Translation is what elevates CS from messenger to value driver, from simply passing along feature requests to shaping the outcomes that drive retention, growth, and trust.
Share
Translation is what elevates CS from messenger to value driver, from simply passing along feature requests to shaping the outcomes that drive retention, growth, and trust.
Share
Translation is what elevates CS from messenger to value driver, from simply passing along feature requests to shaping the outcomes that drive retention, growth, and trust.
In today’s world, people have become accustomed to the instant gratification of online shopping experiences backed by star ratings and social media influencers. These personal shopping habits are not limited to the home but are extending into the workplace.
Enterprise clients expect business outcomes on-demand with buying decisions powered by data yet still ultimately decided based on a price and outcome balance backed by a relationship they can trust.
How do our clients and our own companies best make a buying decision with today’s realities and multi-faceted requirements?
“ I don’t need another steak dinner, another coffee mug, another business card, or another Zoom call. I need solutions that demonstrably improve my business outcomes from companies and people that I trust and feel are on the same team with me.”
In today’s world, people have become accustomed to the instant gratification of online shopping experiences backed by star ratings and social media influencers. These personal shopping habits are not limited to the home but are extending into the workplace.
Enterprise clients expect business outcomes on-demand with buying decisions powered by data yet still ultimately decided based on a price and outcome balance backed by a relationship they can trust.
How do our clients and our own companies best make a buying decision with today’s realities and multi-faceted requirements?
“ I don’t need another steak dinner, another coffee mug, another business card, or another Zoom call. I need solutions that demonstrably improve my business outcomes from companies and people that I trust and feel are on the same team with me.”
In today’s world, people have become accustomed to the instant gratification of online shopping experiences backed by star ratings and social media influencers. These personal shopping habits are not limited to the home but are extending into the workplace.
Enterprise clients expect business outcomes on-demand with buying decisions powered by data yet still ultimately decided based on a price and outcome balance backed by a relationship they can trust.
How do our clients and our own companies best make a buying decision with today’s realities and multi-faceted requirements?
“ I don’t need another steak dinner, another coffee mug, another business card, or another Zoom call. I need solutions that demonstrably improve my business outcomes from companies and people that I trust and feel are on the same team with me.”
I have been involved in multiple solutions purchases throughout my career. I have been on both sides of the desk as both the internal IT resource and the external solution provider. Throughout that process, I have met a variety of characters. Some were rigid and process driven, some were just down-to-earth "let's get this done", and some were pushy and eager to show that they had the power in the room.
While there was a time that people would buy from large publicly recognized companies as the “safe” choice, those companies that didn’t deliver still lost market share despite their previous glory days. Most buyers will consider anyone who can demonstrate that they have the right solution–regardless of the name on the website or business card (are business cards even a thing anymore?). Earlier days of buying from the tech company salesperson in the dark blue suit are long gone. Customers expect value, and these buyers are being measured by their management to bring that value consistently and clearly. If the “store brand” product is as good (or better) than the “name brand”, buyers have no qualms about the substitution.
I have been involved in multiple solutions purchases throughout my career. I have been on both sides of the desk as both the internal IT resource and the external solution provider. Throughout that process, I have met a variety of characters. Some were rigid and process driven, some were just down-to-earth "let's get this done", and some were pushy and eager to show that they had the power in the room.
While there was a time that people would buy from large publicly recognized companies as the “safe” choice, those companies that didn’t deliver still lost market share despite their previous glory days. Most buyers will consider anyone who can demonstrate that they have the right solution–regardless of the name on the website or business card (are business cards even a thing anymore?). Earlier days of buying from the tech company salesperson in the dark blue suit are long gone. Customers expect value, and these buyers are being measured by their management to bring that value consistently and clearly. If the “store brand” product is as good (or better) than the “name brand”, buyers have no qualms about the substitution.
I have been involved in multiple solutions purchases throughout my career. I have been on both sides of the desk as both the internal IT resource and the external solution provider. Throughout that process, I have met a variety of characters. Some were rigid and process driven, some were just down-to-earth "let's get this done", and some were pushy and eager to show that they had the power in the room.
While there was a time that people would buy from large publicly recognized companies as the “safe” choice, those companies that didn’t deliver still lost market share despite their previous glory days. Most buyers will consider anyone who can demonstrate that they have the right solution–regardless of the name on the website or business card (are business cards even a thing anymore?). Earlier days of buying from the tech company salesperson in the dark blue suit are long gone. Customers expect value, and these buyers are being measured by their management to bring that value consistently and clearly. If the “store brand” product is as good (or better) than the “name brand”, buyers have no qualms about the substitution.
Buyer Motivations
Buyers are also looking beyond search engine results placement. While being on page one of Google cannot be discounted, if you can’t show that others are buying your solution and are getting the results they need, you won’t be considered. Gone are the days of having quote snippets singing your praises. Video testimonials with real world stories that the prospect can see themselves in are critical to lowering buyer hesitation and reinforcing the business value that the marketing team espouses. The goal for a service provider shouldn’t just be a blurb, a shiny product slick, or a decent survey result. They need stark raving fans who consistently tell everyone they cross paths with that they have had a great experience that exceeded their expectations. Just as we automatically filter our online shopping to only 4 star and above reviews, buyers will try to do the same with your solution. If you aren’t delivering demonstrable quality to others, you will miss even the first serious look.
Buyers are driven to show financial value and savings to the business owners and leadership. Of course, the easy thing to show their leadership is “who was the lowest bidder.” However, the lowest bidder means nothing if the solution provided misses the mark. The solution provider must show their value in multiple facets: total cost of ownership, time to return on investment, increase to productivity and profitability to the overall business, etc. Missing communicating the total value of the solution is a sure recipe to lose the opportunity or to be driven to the bottom of the price list—which doesn’t lead to the outcomes either party is looking for. You and I calculate the total cost of buying that toaster, that TV, that pair of shoes. We want free shipping and free, easy returns. We want the peace of mind that we know what we are going to pay up front, and that if we don’t like it, the company that we are buying from will protect our investment.
Buyer Motivations
Buyers are also looking beyond search engine results placement. While being on page one of Google cannot be discounted, if you can’t show that others are buying your solution and are getting the results they need, you won’t be considered. Gone are the days of having quote snippets singing your praises. Video testimonials with real world stories that the prospect can see themselves in are critical to lowering buyer hesitation and reinforcing the business value that the marketing team espouses. The goal for a service provider shouldn’t just be a blurb, a shiny product slick, or a decent survey result. They need stark raving fans who consistently tell everyone they cross paths with that they have had a great experience that exceeded their expectations. Just as we automatically filter our online shopping to only 4 star and above reviews, buyers will try to do the same with your solution. If you aren’t delivering demonstrable quality to others, you will miss even the first serious look.
Buyers are driven to show financial value and savings to the business owners and leadership. Of course, the easy thing to show their leadership is “who was the lowest bidder.” However, the lowest bidder means nothing if the solution provided misses the mark. The solution provider must show their value in multiple facets: total cost of ownership, time to return on investment, increase to productivity and profitability to the overall business, etc. Missing communicating the total value of the solution is a sure recipe to lose the opportunity or to be driven to the bottom of the price list—which doesn’t lead to the outcomes either party is looking for. You and I calculate the total cost of buying that toaster, that TV, that pair of shoes. We want free shipping and free, easy returns. We want the peace of mind that we know what we are going to pay up front, and that if we don’t like it, the company that we are buying from will protect our investment.
Buyer Motivations
Buyers are also looking beyond search engine results placement. While being on page one of Google cannot be discounted, if you can’t show that others are buying your solution and are getting the results they need, you won’t be considered. Gone are the days of having quote snippets singing your praises. Video testimonials with real world stories that the prospect can see themselves in are critical to lowering buyer hesitation and reinforcing the business value that the marketing team espouses. The goal for a service provider shouldn’t just be a blurb, a shiny product slick, or a decent survey result. They need stark raving fans who consistently tell everyone they cross paths with that they have had a great experience that exceeded their expectations. Just as we automatically filter our online shopping to only 4 star and above reviews, buyers will try to do the same with your solution. If you aren’t delivering demonstrable quality to others, you will miss even the first serious look.
Buyers are driven to show financial value and savings to the business owners and leadership. Of course, the easy thing to show their leadership is “who was the lowest bidder.” However, the lowest bidder means nothing if the solution provided misses the mark. The solution provider must show their value in multiple facets: total cost of ownership, time to return on investment, increase to productivity and profitability to the overall business, etc. Missing communicating the total value of the solution is a sure recipe to lose the opportunity or to be driven to the bottom of the price list—which doesn’t lead to the outcomes either party is looking for. You and I calculate the total cost of buying that toaster, that TV, that pair of shoes. We want free shipping and free, easy returns. We want the peace of mind that we know what we are going to pay up front, and that if we don’t like it, the company that we are buying from will protect our investment.
The Buyer/Seller Relationship
Finally, and this cannot be stressed enough, the buyer/seller interpersonal relationship can often trump all other facets. No matter which side of the table I was on in my career, if a tangible feeling of trust could not be formed, then the deal usually died on the vine. If I don’t trust who I’m buying from, all of the supporting value propositions and testimonials will be thrust into doubt. Trust is hard won and easily lost. Unless you have previous history with a client, you need advocates to vouch for the solution (see above). And, if you have built the relationship, you need to be there when they need you, deliver on your promises, own your mistakes, and work for positive outcomes for all parties. To earn trust, if you say that you are a “customer first” provider, then you better back it up with action each and every time.
“Trust is hard won and easily lost.”
The Buyer/Seller Relationship
Finally, and this cannot be stressed enough, the buyer/seller interpersonal relationship can often trump all other facets. No matter which side of the table I was on in my career, if a tangible feeling of trust could not be formed, then the deal usually died on the vine. If I don’t trust who I’m buying from, all of the supporting value propositions and testimonials will be thrust into doubt. Trust is hard won and easily lost. Unless you have previous history with a client, you need advocates to vouch for the solution (see above). And, if you have built the relationship, you need to be there when they need you, deliver on your promises, own your mistakes, and work for positive outcomes for all parties. To earn trust, if you say that you are a “customer first” provider, then you better back it up with action each and every time.
“Trust is hard won and easily lost.”
The Buyer/Seller Relationship
Finally, and this cannot be stressed enough, the buyer/seller interpersonal relationship can often trump all other facets. No matter which side of the table I was on in my career, if a tangible feeling of trust could not be formed, then the deal usually died on the vine. If I don’t trust who I’m buying from, all of the supporting value propositions and testimonials will be thrust into doubt. Trust is hard won and easily lost. Unless you have previous history with a client, you need advocates to vouch for the solution (see above). And, if you have built the relationship, you need to be there when they need you, deliver on your promises, own your mistakes, and work for positive outcomes for all parties. To earn trust, if you say that you are a “customer first” provider, then you better back it up with action each and every time.
“Trust is hard won and easily lost.”
So, what does this all mean to Customer Success professionals? While most CS practitioners are more involved post sales, selling value of the solution is an every-day requirement. There is always another provider, another solution, another “five-star review” that can distract our clients. The best way to prevent churn is to approach every day with a customer success attitude. Every day, we should use our tools, talents, and technologies to meet the client where they are. The client needs to feel that we are in the trenches with them and are just as focused on their success as we are our own. Those who wait for the automation to alert them 90 days prior to contract renewal are going to experience more churn than those who build relationship constantly. This seems elementary and fundamental, but it is clear that many providers fail at this most basic tenet.
“There is always another provider, another solution, another “five-star review” that can distract our clients.”
So, what does this all mean to Customer Success professionals? While most CS practitioners are more involved post sales, selling value of the solution is an every-day requirement. There is always another provider, another solution, another “five-star review” that can distract our clients. The best way to prevent churn is to approach every day with a customer success attitude. Every day, we should use our tools, talents, and technologies to meet the client where they are. The client needs to feel that we are in the trenches with them and are just as focused on their success as we are our own. Those who wait for the automation to alert them 90 days prior to contract renewal are going to experience more churn than those who build relationship constantly. This seems elementary and fundamental, but it is clear that many providers fail at this most basic tenet.
“There is always another provider, another solution, another “five-star review” that can distract our clients.”
So, what does this all mean to Customer Success professionals? While most CS practitioners are more involved post sales, selling value of the solution is an every-day requirement. There is always another provider, another solution, another “five-star review” that can distract our clients. The best way to prevent churn is to approach every day with a customer success attitude. Every day, we should use our tools, talents, and technologies to meet the client where they are. The client needs to feel that we are in the trenches with them and are just as focused on their success as we are our own. Those who wait for the automation to alert them 90 days prior to contract renewal are going to experience more churn than those who build relationship constantly. This seems elementary and fundamental, but it is clear that many providers fail at this most basic tenet.
“There is always another provider, another solution, another “five-star review” that can distract our clients.”
In a Nutshell
So, if I were to share my wisdom to my younger, less gray customer success manager self, what would that conversation sound like?
Businesses don’t buy logos – they buy outcomes. Can you clearly articulate the outcome you provide?
Trust opens doors slowly and distrust shuts them abruptly. How are you ensuring that your co-workers and your product build absolute trust with the customer? If you make a mistake, do you own it quickly with a solution and not an excuse? Are you there to answer when others let the call go to voicemail?
Value trumps price, but it's a close race. Do you know how your solution value exceeds its cost? Do you know how quickly that value becomes tangible? Can you articulate the total value of ownership not just the total cost?
People are the key to the buying cycle not the blocker. Your client or prospect isn’t likely just being argumentative; they have a specific need. How do you turn a seemingly huge objection into a positive outcome? Are you listening for the need and answering it?
So, if you are selling to the current me, you better bring your A-game. I don’t need another steak dinner, another coffee mug, another business card, or another Zoom call. I need solutions that demonstrably improve my business outcomes from companies and people that I trust and feel are on the same team with me. I want a 5-star solution with the lowest risk and best total cost of ownership. And I posit that I am not alone in this mentality. And truth be told, is that really too much to ask?
In a Nutshell
So, if I were to share my wisdom to my younger, less gray customer success manager self, what would that conversation sound like?
Businesses don’t buy logos – they buy outcomes. Can you clearly articulate the outcome you provide?
Trust opens doors slowly and distrust shuts them abruptly. How are you ensuring that your co-workers and your product build absolute trust with the customer? If you make a mistake, do you own it quickly with a solution and not an excuse? Are you there to answer when others let the call go to voicemail?
Value trumps price, but it's a close race. Do you know how your solution value exceeds its cost? Do you know how quickly that value becomes tangible? Can you articulate the total value of ownership not just the total cost?
People are the key to the buying cycle not the blocker. Your client or prospect isn’t likely just being argumentative; they have a specific need. How do you turn a seemingly huge objection into a positive outcome? Are you listening for the need and answering it?
So, if you are selling to the current me, you better bring your A-game. I don’t need another steak dinner, another coffee mug, another business card, or another Zoom call. I need solutions that demonstrably improve my business outcomes from companies and people that I trust and feel are on the same team with me. I want a 5-star solution with the lowest risk and best total cost of ownership. And I posit that I am not alone in this mentality. And truth be told, is that really too much to ask?
In a Nutshell
So, if I were to share my wisdom to my younger, less gray customer success manager self, what would that conversation sound like?
Businesses don’t buy logos – they buy outcomes. Can you clearly articulate the outcome you provide?
Trust opens doors slowly and distrust shuts them abruptly. How are you ensuring that your co-workers and your product build absolute trust with the customer? If you make a mistake, do you own it quickly with a solution and not an excuse? Are you there to answer when others let the call go to voicemail?
Value trumps price, but it's a close race. Do you know how your solution value exceeds its cost? Do you know how quickly that value becomes tangible? Can you articulate the total value of ownership not just the total cost?
People are the key to the buying cycle not the blocker. Your client or prospect isn’t likely just being argumentative; they have a specific need. How do you turn a seemingly huge objection into a positive outcome? Are you listening for the need and answering it?
So, if you are selling to the current me, you better bring your A-game. I don’t need another steak dinner, another coffee mug, another business card, or another Zoom call. I need solutions that demonstrably improve my business outcomes from companies and people that I trust and feel are on the same team with me. I want a 5-star solution with the lowest risk and best total cost of ownership. And I posit that I am not alone in this mentality. And truth be told, is that really too much to ask?
Customer Success
Customer Success
Customer Success
Customers
© 2025 Planhat AB
Customers
© 2025 Planhat AB
Customers
© 2025 Planhat AB
Customers
© 2025 Planhat AB