Several in the software industry are hesitant to have a software lead generation campaign that allows prospects to test first. Why is that? Most often it is because they do not want their lead generation process making the typical mistake of giving their entire product for free. But while that is understandable, there can be ways to keep your prospect from getting stuck in the testing phase and drive them further to purchase the actual thing!
Using Lead Generation To Limit Prospect Trials
Some might argue that a lead generation strategy which limits those infamous trial periods only go to irritate prospects (particularly those who firmly believe there should be more open source products available). Still, there has to be a point where you have to sell. Unless you are a charity, you need your lead generation process to continue acquiring qualified software leads, like medical software leads or accounting software leads, who in turn become customers who pay your business to keep going.
- Step 1: Find out why they need to test – Do not downplay your prospect’s need for testing. It is not always because they want freebies. Often the most valid reason is that they are looking to experiment and test just as you would like to test strategies in your lead generation campaign. Business software is often wasted upon because they cannot predict how the technology would actually work for them.
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- Step 2: Restrict it only for testing – Now that you know what the want tested, the next step is to only limit testing towards that kind of goal. See if they like the result of the trial, they would go further into your lead generation process. If not, then you can still offer something else until the come up with the best strategy for things like implementation and meaningful software use.
- Step 3: Share expertise for better testing – Sometimes testing itself can be wasted because a prospect is not knowledgeable enough to know what works. This is why your prospecting campaign should remain to be a source of information for them. Do not put too much but just enough for them to see what it takes to get their planned strategy right so they can buy the real thing.
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It is like your software business sells parts for toy robots. You do not want your buyers wasting their money on parts they quickly realize they do not need. That is why your lead generation campaign offers a sort of free simulation program that lets them plan their builds in the most cost-efficient manner possible. And if their test finds success in reality, you can even hope that they will return as repeat software sales leads!