For the past couple of weeks I’ve been talking about the software buying process: how to research software, how to prepare for demos, and how to take advantage of the onboarding process once you’ve made a decision.
One theme becomes clear: to take advantage of the full value of business software you must have a deep understanding of how the software works and how to apply it to your business needs. It takes effort to reach this level of expertise, but it’s well worth it.
Dating your software options: demos and trials
Think of the software buying process like dating. You’ll learn about different software options during your research phase (kind of like Tinder with software), but you won’t really get to know them until you’re more actively engaging with the prospect.
Once you’ve made contact with the software company, the sales reps will be ready to woo you. This is your chance to learn more about the software. Take advantage of product demos and free trials to consider whether you want to commit to a more serious relationship.
The demo
A software demo should be your first real date with the software company. It is designed to let you see the product in action. Your sales rep will show you the high-level view of the product, and then dive into some details depending on your business needs.
Take advantage of this time. Ask questions and present hypothetical scenarios to determine if the software is a good match for you and your business. Get to know the software and the company enough to decide if you want to continue the relationship.
Demos are more useful than free trials because you’ll see how the software is supposed to work. With a free trial you are on your own to explore the software, and you may miss important features that would make the software a great fit for your business. But free trials still have value, and you should take advantage of them when they’re offered.
The free trial
If you’ve already seen a product demo, then a free trial is a great way to continue the relationship and familiarize yourself further with the software before you sign a contract. You’ve seen how the software works, and this your chance to apply it directly to your business needs
If you don’t see a demo first then the free trial is like a blind date. You’re throwing yourself into something without a lot of background information. Trials give you a sense of how the software looks and feels, and give you the chance to imagine the software as your business management tool.
But trials aren’t always so great at giving you a sense of how the software will truly integrate with your business because they are usually either blank slates that don’t show you anything, or prefilled with data that isn’t yours and therefore isn’t helpful. When possible, always see a demo first.
Making it official: the onboarding process
The relationship gets serious once you sign the contract. You’ll be put into the software company’s onboarding process–the few weeks where you work directly with an onboarding specialist to configure the software for your business.
A good onboarding specialist is invested in the relationship. They’ll help you set up your software the right way the first time. They’ll help you understand how to get the most out of your software, answering your questions and offering tips and tricks to make your operations more efficient and your life easier. When you complete the onboarding process, you should feel like an expert.
This part of your relationship requires trust. Don’t just assume that you can figure out the software on your own. Even the most intuitive software will have special tricks that make using it easier–and your onboarding specialist can tell you about them. They’ll help you learn the software so you can focus more on other things, like your clients.
Maintaining a healthy relationship
Like all relationships, it will take some work to keep you and your software happy. As your business grows your software will need to grow with it. But if you’ve chosen the right software company, you won’t be the only one doing the work. Your account manager will help keep things running smoothly, and customer support teams will be there to answer your questions. Maintain good communication about your business needs, and your software company will be with you for a long time.