Software as a Service (SaaS) is basically the delivery of applications and software – usually those needed to run a business – over the internet as a service.
The most given advantage of this is that businesses no longer need to purchase and maintain hardware and/or software, because these programs are stored in the SaaS provider’s servers. All you need is an internet connection, and voila.
Aside from less maintenance, SaaS also ensures security and stability. Because all business-related files and programs are taken over by their servers, an enormous amount of risk must be evened out by a corresponding protection, backup and recovery system. This is what they do, so you can very well say that it’s safe.
But is this something that business will take a bite of? If you’re a SaaS provider, how will you position yourself in the minds of your target market?
Find the right people and focus on them
The ‘right people’ means those business that have the financial capacity to acquire such a service, and at the same time, one that needs that service. It wouldn’t hurt to introduce this venture to businesses that don’t really meet the requirements, since SaaS is a relatively new way of running a business. But to really generate those qualified leads entails focus on those who will likely be seriously interested.
Set expectations carefully
The tricky part of selling this kind of service is the fact that people won’t really know (or believe) if it works or not unless they try it. That’s why a lot of SaaS providers offer free trials for businesses to get a ‘feel’ of acquiring web-based programs.
But this is where expectations come in. These ‘free tastes” could make or break the target market’s impression on SaaS as an overall concept, so marketers need to be careful in laying everything on the table for what people are supposed to expect.
Invest on engagement and education
If people are too reluctant or busy to take your service for a test drive, then you only other choice would be to educate them with the most realistic picture you could come up with. When you go out there and promote SaaS, people would want to know more, and questions would be thrown around. Make sure you invest enough time and attention in addressing all those intellectual needs, and when the audience have truly grasped the SaaS concept, your hard work will have paid off.