PLG (Product-led Growth) y SLG (Sales-led Growth)

Selling B2C software is a process that goes far beyond technical development. Even if you have created an exceptional product, with innovative features and an attractive interface, the road to commercial success requires specific strategies to ensure not only user acquisition, but also long-term retention and satisfaction. Understanding the difference between a "product-led growth" and "sales-led growth" approach can be critical to the success of your software in today's marketplace.

How does B2C software really sell?

The myth that good software sells itself is just that: a myth. Even the most popular applications that today seem to grow organically (social networks, mobility apps or delivery) went through initial stages where they needed targeted business strategies.

It doesn't matter how much effort you put into development, how many hours of work you put in or how much praise you receive from family and friends. The reality is that users will not automatically arrive or use all the features of your software without a proper strategy.

There are two main approaches to software marketing:

• Product-led growth: where the product tries to sell itself.
• Sales-led growth: where human interaction is required to guide the user.

If your software is new to the market, you will probably need to start with a sales-led strategy, where you or your sales team interacts directly with users to understand their needs and show them the value of your product.

What is the typical user journey in your software?

Let's analyze the path a user follows from the moment he/she gets to know your software until he/she becomes an active user:

1. Initial visit: The user arrives at your website or app store.
2. Feature exploration: Check out what your software offers
3. Pricing evaluation: Analyze plans and costs
4. Trial decision: Decide to "try" the software.

At this critical point, you have two options to facilitate this test:

• Self-service (product-led): Offer a trial where the user explores on their own.
• Guided demonstration (sales-led): Schedule a call where a representative shows how it works.

<form id="demo-request"> <h3>Want tosee how our software works?</h3> <input type="text" placeholder="Full name"> <input type="email" placeholder="Email"> <button type="submit">Requestdemo</button></button></form>

Why is onboarding crucial to success?

The sale doesn't end when the user creates an account. This is a common mistake that many developers make. The real challenge starts later, when you need to:

1. Facilitate authentication: Ensure a simple process to log in.
2. Guide the profile creation: Help the user to complete their information.
3. Show key features: Guide the exploration of the software
4. Provide assistance: Either through automated tutorials or personalized support.

The ultimate goal is to get the user to the "aha moment" - that instant of revelation where they fully understand the value of your software and decide to become a repeat user.

In the case of a dog walker app, this moment could be when the user successfully finds a reliable dog walker or when they manage to connect with other dog owners of the same breed.

// Conceptual example of tracking the "aha_moment"function trackUserMilestone(user, action) { if (action === "FOUND_DOG_WALKER" || action === "CONNECTED_WITH_OWNERS") { analytics.track("aha_moment_reached", { userId: user.id, action: action, timeToAhaMoment: daysSinceSignup(user) });} } }}

How to identify and optimize for the "aha moment"?

The "aha moment" varies depending on the type of software. For a delivery application, it could be when the user places their fifth order in a month, demonstrating a pattern of recurring usage.

Identifying this moment is crucial because:

• Define your core success metric.
• Guides your onboarding efforts
• Helps you predict which users are most likely to become loyal customers.

To find it, you must analyze the behavior of your most active and satisfied users:

• What actions did they take that occasional users did not?
• How long did it take them to discover the core value?
• What features do they use most frequently?

Once identified, you can design your entire onboarding process to get new users to that point as quickly as possible.

What common frustrations do users face?

Some common issues that can sabotage the user experience include:

• Complicated interfaces that are not intuitive.
• Promised features that are not available in the trial version
• Complex integration processes that require technical expertise
• Lack of adequate guidance on how to take advantage of features

These obstacles can prevent users from reaching the "aha moment" and abandoning your software before discovering its true value.

Selling B2C software is an ongoing process that requires constant attention to the user experience. Understanding the entire journey from discovery to adoption will allow you to design effective strategies to convert visitors into loyal users. Have you had frustrating experiences with software that promised a lot but proved difficult to use? Share your experience in the comments and let's discuss together what could have been improved.