¿Cómo vender un Producto de Software?

B2C software sales is a fascinating field that combines digital product development with effective business strategies. Many entrepreneurs and developers fall into the trap of thinking that a good product will sell itself, but the reality of today's market shows that even the best software needs a solid sales strategy to achieve commercial success.

What strategies exist for B2C software sales?

When we talk about selling software as a B2C (Business to Consumer) product, there are mainly two approaches that dominate the market:

Product Led Growth (PLG).

PLG is a strategy where the product is the main growth driver. Many developers and founders believe that if their software is good enough, it will sell itself. The idea is that users will discover the value of the product on their own, recommend it to others and generate organic growth.

However, this vision can be idealistic in many cases. As Andrés Ofina (Maldito Genio) points out, although there are successful examples such as Netflix where the user can register and pay without human intervention, most software products do not work this way in practice.

PLG is not an unattainable utopia, but it requires:

• An exceptionally intuitive product
• A clear and immediate value proposition
• A perfectly designed onboarding process

Sales Led Growth (SLG)

This approach is based on having a sales team that actively supports the sales and conversion process. The sales team helps users understand how the software solution can solve their specific problems, facilitating the adoption and usage process.

In the SLG:

• Salespeople guide the user through the buying process.
• Personalized assistance is provided during onboarding
• Contact is maintained to ensure customer retention

Why can passion for the product be counterproductive?

One of the biggest obstacles in B2C software sales is the creators' excessive passion for their own product. This phenomenon is understandable: when you have invested time, resources and energy in developing software, it is natural to consider it as "your baby".

This passion can lead to:

• Incorrect assumptions about what the user needs or understands.
• Blindness to the real difficulties users face
• Resistance to modify aspects of the product based on feedback.

As Andres mentions: "We tend to be passionate about our product.... I had that idea, I conceived it, I paid the developer, I spent so many hours coding this... and it sells itself. But I think that passion makes us blind to how it's really going to sell.

How to identify gaps in the user experience?

To sell B2C software effectively, it is crucial to understand where the gaps or difficulties users experience are. Some tools and methods to identify them include:

Behavioral analysis

• Heat maps: To see where users click and where they spend the most time.
• Analytics: To measure conversions and abandonment
• Building funnels: To identify where in the process users get lost

Direct contact with users

• Interviews: To ask users directly about their experience
• Continuous feedback: Establish channels to receive constant opinions
• Usability testing: To observe how they actually interact with the software.

As Andrés points out: "You don't know how many superpowers come out in interviews where you don't get to say what the product does, but to ask why the user is having that use of the product".

What role does onboarding play in software sales?

Onboarding is possibly one of the most critical aspects of B2C software sales. A good onboarding process can make the difference between a satisfied customer who renews their subscription and one who abandons the platform.

Elements of effective onboarding

• Simplicity: The software should be easy to understand and use from the start
• Step-by-step guidance: Help the user to complete the first key actions
• Personalized support: Have staff available to resolve specific questions
• Immediate value: Show tangible benefits as soon as possible.

In many cases, it is advisable to have sales agents contact users during the onboarding process to help them complete the necessary steps and resolve any doubts that may arise.

How to avoid churn?

Most B2C software operates under subscription models, which means that it is not enough to sell once; you have to "resell" the product every month or year when it is time for renewal.

Strategies to reduce churn

• Constant monitoring: Analyze behavior patterns that indicate possible abandonment.
• Educational content: YouTube videos, webinars and tutorials that show the value of the software.
• Use cases: Demonstrate different ways to leverage the tool
• Regular updates: Constantly improve the product based on feedback
• Proactive communication: Contact users who show signs of possible abandonment.

As Andres mentions: "Retention is also sales, that is, just how I make the software so good and the experience you have with the software so good that I am continually renewing that payment".

What is the key to success in B2C software sales?

The main conclusion we can draw is that listening to the customer is critical at all stages of the software sales process:

1. Before development: To understand what they really need
2. During development: To adjust functionalities according to feedback.
3. During the sale: To communicate the value effectively.
4. Onboarding: To facilitate adoption
5. Post-sale: To improve retention and reduce churn

Successful B2C software is not only the one that has the best features, but the one that best understands and solves the real problems of its users, and that has a commercial strategy that guides those users through the whole process.

The combination of a good product with an effective sales strategy is what really drives sustainable growth in the competitive B2C software market.

Have you purchased any B2C software tools recently? How was your experience during registration and onboarding? Share your experiences and recommendations of tools you find valuable.