5 Ways to Grow Your Software Business with Training

Y O U R E N T E R P R I S ES O F T W A R E

GROW

BUSINESSTRAINING

W A Y S T O

W I T H

S E R V I C E R O C K E T. C O M

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ACCORDING TO GEOFFREY MOOREIN CROSSING THE CHASM

Innovators and early adoptersmake up only about

of the market, and they already understand your technology.

15%TO10%The rest of the market needs to learn your technology.

90%TO85%


"THE SMART CONSUMER WILL OPT TO BUY FROM THE COMPANY THAT HAS EDUCATED HIM."

- MARK QUINN, LEGGETT & PLATT

Source: Business Insider:http://www.businessinsider.com/how-brands-can-educate-customers-2013-4


Training can help grow a business even without direct ly contr ibut ing

revenues and prof i ts.


THE 5 WAYS TO GROW YOUR ENTERPRISE SOFTWARE BUSINESS WITH TRAINING

EDUCATE THE MARKET

GENERATE LEADS AND MOVE PEOPLE ALONG THE SALES CYCLE

SPEED UP CUSTOMER ON-BOARDING

INCREASE AND MAINTAIN ADOPTION

SELL TRAINING AND RUN A PROFITABLE TRAINING BUSINESS

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1. EDUCATE THE MARKETBe known for your market space by running training courses on ski l ls necessary in your industry.


I f you are commercial iz ing an open source technology, run training courses on the underly ing technology.


I f you sel l market ing automat ion software, educate the market on inbound market ing and market ing automat ion.


People who at tend your t ra in ing sessions and f ind value are more l ikely to consider buying your product.


2. GENERATE LEADS AND MOVE PEOPLE ALONG THE SALES CYCLE


F i l l up the top of your market ing funnel


to send high probabi l i ty prospects to your product t ra in ing courses.

Equip your sales team with

COUPON CODES


Most prospects want to see your product in act ion before they buy.


F ree t ra in ing can be an al ternat ive to t ime consuming and expensive pi lot programs because prospects can see your product in act ion.


3. SPEED UP CUSTOMER ON-BOARDING


T ime is money and the longer i t takes to on-board new customers, the more i t costs.


No matter how easy your sof tware is to setup, i f you sel l to large enterpr ises,

the process can take weeks or months.


Any amount of t ime that can be removed from this process reduces expenses and frees up your team to get to the next customer.


A formal ized training program can reduce most of th is “ f i re-dr i l l ” act iv i ty and al low your support team to focus on solv ing customer problems rather than showing new customers the same tasks over and over.


4. INCREASE AND MAINTAIN ADOPTION


Everything is great. Your customer is using your product and are very happy with i t . . . .unt i l J i l l takes a new job and now no one at your customer's company knows how to run reports.

CONTINUOUS TRAINING SUPPORT


Th is is f ine when i t happens intermit tent ly, but when you have hundreds of customers, each with turnover and unique needs, you wi l l not be able to keep up.


I f you have a t ra in ing program in place, you can simply make your customers aware that any new employees can register for c lasses on your websi te.


Not only is th is great customer service, but i t is an act of showing how much you care about your customers’ success.You can keep customer churn low by proact ively providing on-going training for your customers.


5. SELL TRAINING AND RUN A PROFITABLE TRAINING BUSINESS


Source:http://www.couchbase.com/press-releases/couchbase-launches-enterprise-grade-nosql-training-courses

WHY CAN'T YOU DO THAT?RedHat bui l t a $60 mi l l ion per year t ra in ing business on free software.


I f your enterpr ise sof tware t ru ly changes your customers' f inancial statements, they wi l l be happy to pay for t ra in ing. The larger the customer, the more they expect to pay for t ra in ing.


LET'S REVIEW

THE 5 WAYS TO GROW YOUR ENTERPRISE SOFTWARE BUSINESS WITH TRAINING

EDUCATE THE MARKET

GENERATE LEADS AND MOVE PEOPLE ALONG THE SALES CYCLE

SPEED UP CUSTOMER ON-BOARDING

INCREASE AND MAINTAIN ADOPTION

SELL TRAINING AND RUN A PROFITABLE TRAINING BUSINESS

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2

3

4

5


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