et negative churn is one of the most potent growth engines. When you have a net negative churn, the additional income generated month-over-month from existing customers surpasses the income lost cancellations and downgrades. This is certainly difficult, but not impossible, and, to scale, should be the primary focus of every SaaS company.

Holding customers on board is something that I should know about. Our automated bundling service, Swogo, recently celebrated one year of 100 percent retention of customers. Here are the dos (and maybe, more significantly, the don'ts) of customer retention.

Scaling a company with SaaS means searching for ways to produce more profit. This can be done by entering new markets or, for example, attracting more clients.
With some examples below, let's dive in!

1. Rethink your plan for sales

Take a closer look at the sales funnel and invest in the best salespeople for prospecting and recruiting. Without making smart hires, you can't create and grow a company. However, only after you have identified a strong sales model for your company can you invest actively in expanding your sales force. Your cash flow would be impacted if you recruit too many salespeople too soon.

If you don't recruit enough staff at the right time, the growth rate of your Monthly Recurring Revenue (MRR) will decrease due to churn (and not enough new clients to make up for the churn). There is a responsive balance between growth and costs that you have to achieve. That is why, to begin with, a repeatable, scalable sales model is important.

If you don't recruit sufficient employees at the right time, the Monthly Recurring Revenue (MRR) growth rate would decrease due to churn (and not enough new customers to make up for the churn). There is a delicate balance which you need to achieve between growth and cost.

Therefore, a repeatable, scalable sales model is important to start with.
You can enhance sales and tactics, automate procedures to minimize sales people's time and effort, invest in preparation for your staff and attract supply managers, etc. in addition to hiring more people. Don't forget to adjust the profits and gross profit estimates accordingly.

You will be on the way to success when you have these elements in place.
Do not neglect to adjust accordingly sales quotas and gross profit percentages. After these elements are in place, you will be on the road to success.

2. Fuel your marketing efforts

You should experiment with more channels, particularly in the scaling process, to see which one might work for your company, but you should also continue investing in whatever paid channels already work. Don't just throw money away on costly experiments, especially if they're not ready to be handled by your team.

Keeping the Consumer Acquisition Cost (CAC) as low as possible should be the focus of the marketing activities. If you manage to introduce such a flexible CAC approach, you can pay less to gain customers than your rivals and therefore be able to spend more in other growth areas.

3. Have you thought about growth hacking?

You knew that at some point this one had to come up. Growth hacking is an established way to help a company succeed quite quickly, not just as an inspiration.

Implementing growth hacking strategies such as introducing a rewarding scheme for loyal customers, providing support in online forums like Quora or Reddit, redirecting marketing content, or offering strategic discounts are just a variety of ways to make companies more efficient. All you need to do is choose the correct approaches and experiment on the path to growth (depending on your business model, capital, goals, etc.).

4. Keep your customers insanely happy

Track your churn rate and net promoter score (NPS, in Spanish), first and foremost. These metrics reflect how safe the company/product and clients are. Companies have been ever more successful with their offering than those based on their consumer approach.

Ask your customers for reviews and prove they are truly interested in how to use your product and give them the best edition. Bear in mind that one of the most significant factors affecting purchasing consumers is the credibility of the company and the feedback of its goods.

To correctly address problems for those customers, the performance of the customers and the customer service teams should be educated.

5. Build a referral program

Always track your churn rate and your Net Promoter Score (NPS) first of all. These metrics illustrate how positive the relationship is between your company/product and your clients. Companies with a customer-centered approach have often been more effective in their brand than those focused inwards. Always ask your customers for feedback and prove that you are truly interested in how your product is used, so you can give them the very best version of it. 

Bear in mind that some of the most significant factors affecting the decision of consumers to purchase are the credibility of a company and the feedback the goods get.

Also, for all consumers you have worked so hard to win over, the customer success and customer care teams should be qualified and encouraged to better solve any problems.

6. Do not go too low while pricing your SaaS product

It's something I've seen several times to give away your SaaS product too cheaply, in reality, it's probably a mistake that many, maybe even most SaaS founders create. In particular, those who are seeking to market to large numbers of clients.

All of this is understandable, but it is precisely these prejudices and forces that make it very likely that you are being priced. I urge SaaS businesses to try and raise rates and even try to double prices. There is not much to lose, but if it works out, I've seen several businesses where it worked out and transformed the company.

7. Early years’ growth rate will come to a stall

It's something I've seen several times to give away your SaaS product too cheaply, in reality, it's probably a mistake that many, maybe even most SaaS founders create. In particular, those who are seeking to market to large numbers of clients.

All of this is understandable, but it is precisely these prejudices and forces that make it very likely that you are being priced. I urge SaaS businesses to try and raise rates and even try to double prices. There is not much to lose, but if it works out, I've seen several businesses where it worked out and transformed the company.

8. Understand the power of knowledge and do not reinvent everything

Approximately 20 years ago, people who started an internet business had to create it themselves because there was nothing, no AWS, no Google Analytics, no Stripe. There were just nothing and virtually no data out there about how to create and run a web start-up, there was no Quora and there were no blogs, there were almost no conferences. Two decades ago, thus, the founders had no idea, and nobody could pray for them.

Today we live in a different environment, with AWS for your infrastructure, search Algolia, application performance monitoring reliquary, optimal for a / b scan, billing strips, and the list goes on and on. You can just go so much quicker by using these great tools and by using all the work that others have already done and that’s something you should do.

More than 2000 questions have been answered on Quora by individuals like Json Lemkin alone, most of them on SaaS and start-up related topics. Between his responses and all he's publishing on SaaS, blogs from people such as Hiten Shah and Tom Aston Goosh, and many more, you can find great answers to almost every question you can imagine online at conferences.

9. Do not mistake latent demand for product-market fit

When a new SaaS company starts, it also gets an initial registration or operation. This is typically due to latent demand, a certain number of buyers are always out there, might only wait for what you have made, but this initial peak may sometimes be short-lived. The goods often advanced considerably and displayed a wider market than these initials. If you build your SaaS company above Slack in SaaS companies that build their products on the existing ecosystem. This is particularly true. In particular. 

You actually will have to evolve your product considerably post getting off to a really fast start so that it could be addressable to a wider market and pre-empt that before your growth plateau and evolve the product. Experience the complexities of the demand for your product and the market, and do not spend too much in sales and marketing early until the product is ready to expand into a wide market. Word of mouth is possibly enough and highly successful in a small addressable market, so continue to grow the product until the product is ready to scale up and invest in sales and marketing when it is ready to scale.

10. Do not spoil your chances for fundraising

You should ensure that you have money in the bank whether you are the CEO of a SaaS business or a start-up and even if you like it or not. If you don't bootstrap or benefit, raise money, and potentially many times. So, you have to do well, because there are many ways to mess your sets.

Make sure the right number of investors is spoken about. You should not blast an email with everyone in CC preferably to hundreds of investors, which often happens and does not work greatly. But it's just as bad if you're only talking to one or two VCs because you think you're mates. Your goal should be to end up with two or three great companies at the end of the process and to close the agreement so that you will be able to have something successful.

11. It is the best idea to nail the US market first

You want to be the category leader in SaaS, for instance, Zendesk is a category leader where every single deal, every single decision to purchase a new customer service software, Zendesk would be one of the options on the table because it just makes life easier for everyone. Salesforce is another ultimate example of a category leader, Salesforce will have every decision to purchase a new CRM within an organization as one of the options being looked at by default, the other CRMs being considered will probably have to spend a ton of money on marketing just to get on the table at all.

If you are the category chief, you can also charge extra. The U.S. and Canada account for about 50 percent of global software spending worldwide. For the most part, it also appears to have a single language, English, which is also spoken in other major tech markets, such as the UK, Australia, New Zealand. So, the English-speaking market accounts for most tech spending in the world by far.

12. Make your support widget easy to find

Complex software? Problems with functionality? Maybe customers have even found a bug! They may be annoyed to tear their hair out. Don't add to their misery. Do not add to their pain. A connector widget that is difficult to locate is superfluous.

13. Quick answers with live chat

In today's hyper-competitive environment, customers have high standards when it comes to service. Email and phone assistance have, unfortunately, become the standard for most SaaS businesses. 

Switch with the times and have access to cutting edge live chat systems. Then, customers will get their questions answered in real-time. Customers desire this on-demand help. When it comes to their purchase decisions, it could make all the difference.

14. Great FAQs help self-service loving users

Did you know that more than 67% of users prefer self-service help over speaking to a representative of a company? I don't know about you, but the first place that I go to is their FAQs page when problems occur with SaaS tech. A whopping 91 percent of customers said they would use a knowledge base if it met their needs, according to a survey by Zendesk. It is a must to have a frequently asked question tab.

15. Understand why support is needed and fix the cause where possible

All comes down to knowledge. Consistently, three types of request come up:
Missing characteristics
Confusing or hidden characteristics

Let's face it, there is no bug-free software. Before a new one surfaces, it is just a matter of time. Especially if features are updated periodically.

16. Categorize customer issues

Deploy best practices for customer service to better recognize and categorize customer support problems. You should delegate them to the correct department then.
Customer inquiries do not end at the department of customer service, however. When it happens, the whole company needs to come together and take responsibility.
Companies have to categorize and assign service tickets to the relevant agency.

17. Keep your trials short

A long trial might seem like a good way to get your client hooked, but you're damaging your start-up. Trials shouldn't be longer than 14 days for 99 percent of startups. Here's the reason. For the entire duration, most individuals don't use free trials. Take a look at your information and you can find that after only three days, the vast majority of your trial users are ducking out.

Users are more serious about taking a short trial. Your prospects procrastinate, and they forget as they procrastinate. With a shorter trial period, they're more likely to immediately try your product. Higher prices for consumer acquisition. You also shorten your sales cycle when you shorten the trial. You will substantially reduce the consumer acquisition costs if you can shorten the sales period from six weeks to three.

18. Optimize your email campaign

Most of your prospects would forget that you exist within hours of enrolling in your trial unless you have a killer email campaign. To get the most out of your drip email campaign, here are three tactics. Using email addresses that are "human." Don't ever send a departmental email. "Use" YourName@YourBusiness.com "instead of" Sales@YourBusiness.com.Send in plenty of emails. One of the most influential SaaS investors of all time, Christoph Janz's advice to SaaS founders is, "If no one calls your emails' spam,' you may not send enough emails." 

Send activity-based emails. Your drip campaign should automatically email your leads for a variety of scenarios, including when they sign up, whether they visit the account or cancellation page, and whether their trial is about to end. If no one calls your emails' spam ', you may not send enough emails.

19. Call your trial signups immediately

Many emerging SaaS companies do not call their trial customers and those who do always wait until the last day. They don't know how SaaS can be sold. You can call every single trial user within five minutes of sign-up in the early stages of your start-up. If you do that, you will: Boost your reach rate drastically. With your product fresh on their mind, there's a fair chance the prospect is still on their screen. The longer you wait, the less likely you are to react to the possibility.

Qualify or disqualify prospects easily. Before you offer to close the deal, you need to make sure that your solution is a good match for your prospect's needs. You can use the call if it isn't, to help them discover other options. effectively handle objections. The best setting for handling objections effectively is a managed phone call. You can use this opportunity to address common objections preemptively if they don't have any.

20. Give short, value-focused demos

When offering demonstrations, the most common mistake I see startups making is treating the demo as a training session. Your lead doesn't have to (or even want to) see every little thing your brand does. They want to know how it can enable them to be more successful. Here are three techniques for delivering product demonstrations that sell. First, qualify. As a qualification tool, don't use demos. Before you provide them with a demo, always qualify your leads.

Keep this short. It's way too long for 30–60 minutes. You don't know your product or your prospect if you can't clarify how your product improves your prospect within 15 minutes. Rely on advantages, not attributes. Every little button on your interface does not care about your prospects. Don't tell them what your product is doing, just tell them what it's doing for them.

21. Follow up relentlessly

On the first call, you can rarely close a contract. Success in start-up sales depends on the willingness to follow up frequently. How frequently? Follow up forever if your prospect has ever shown interest in your product. Do not settle for silence or "maybe"; maybe your start-up will be destroyed. If you get a simple 'yes' or 'no', keep calling and emailing.

To conclude

The planning and preparation work is the most significant step to effective cloud migration. Make sure that you have a strong outline, read all the fine print, and understand what to expect. Get advice from our experts to make sure that from your initial lift you do not miss a thing and move to all that comes after.

Jun 11, 2021

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