A strong software sales strategy plan helps create the foundation for a cohesive and successful B2B software organization. These strategies and initiatives also help align your sales team with shared goals and empower them to do their best work, keeping them happy and successful too. Unlike hardware sales, where the sales reps need to promote physical products, for software they need to master the complicated art of marketing digital solutions. Because of this, software sales cycles are usually longer and involve multiple stakeholders. On average, a Business-to-Business (B2B) software sales cycle is 84 days long. So, it’s easy to see that sales reps need a lot of patience and an innovative sales strategy to successfully promote software solutions. In this guide, we’ll dig into some B2B software sales strategies and initiatives that can help you generate more leads and close more deals.

Why Is Software Sales Hard? Exploring Challenges in the Tech Industry

In the constantly evolving software industry, B2B software development and sales professionals face many challenges that hinder their success. Some of the challenges include:

1. Low Demand for Product

As the tech industry constantly evolves, one of the prominent challenges faced by software sales teams is the issue of low demand for their products despite an innovative software sales marketing plan. The rapid growth of the tech industry, alongside the intense competition as more people try to enter the tech market, has created a crowded marketplace where countless software solutions vie for attention. As a result, it becomes increasingly difficult to stand out and convince potential customers of the unique value your software offers. This heightened competition often means that even high-technology sales strategies are overlooked and can struggle to gain traction.

2. Your Solution Might Be Hard to Explain to Prospects

Another obstacle commonly faced in software sales is the complexity of many software solutions. In the software industry, innovation often leads to intricate features and capabilities which can be difficult to convey to potential customers.  Prospects may struggle to understand how the software can benefit their specific needs, or they may be unwilling to face the learning curve associated with operating such software, leading to hesitation. 

3. Your Industry Might Be Averse to Adopting Innovations

The tech industry is paradoxical in the sense that it thrives on innovation yet can be resistant to adopting innovative technologies. This is especially prevalent in established sectors. Legacy systems, outdated workflows, and organizational inertia can all serve as an obstacle for the adoption of innovative software solutions.  Sales professionals may find themselves facing resistance from prospects who are hesitant to disrupt their current processes or fear the learning curve associated with new software. 

Prospecting in Software Sales - Detailed Analysis

Prospecting in Software Sales – Detailed Analysis

As a sales professional in the software industry, prospecting is the foundation of your success and key to achieving sales...
Jakub Wrana
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Improve Software Sales Using Effective Strategies And Proven Tips

When it comes to sales in the competitive tech landscape, your success can depend on adopting effective software sales strategies. Here are some proven tips to enhance your software sales plan and efforts: 8 Software Sales Strategies for Success

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1. Target Large Enterprises 

Targeting large enterprises is a key strategy for software sales success. These enterprises offer stability through long-term commitments, ensuring a consistent revenue stream.  The advantages of this approach are substantial, including significant market share growth, improved customer service experiences, and long-term cost reduction. Large enterprises provide the potential for considerable expansion in user base and brand recognition. By tailoring software to their complex needs, vendors can enhance customer service and establish a reputation for effective solutions. Furthermore, large enterprises are willing to invest in software that boosts efficiency and reduces costs over time, making them valuable long-term clients. To succeed in targeting them, it’s important to understand their pain points and demonstrate scalability and ROI potential. 

2. Focus on Your Differentiators

In the software solutions market, it is important to focus on your unique B2B software sales strategy to capture the market. Identify what distinguishes your software, whether it’s innovative features, top-notch performance, cost-efficiency, or exceptional customer support. Effectively convey these advantages using persuasive language and real-world examples to demonstrate how your software addresses challenges and enhances operations. Tailor your pitch to meet each prospect’s specific needs, focusing on customized solutions. Emphasizing your distinct qualities not only attracts potential customers but also reinforces your brand identity. When promoting your software features, prioritize problem-solving and user experience enhancement. Avoid technical jargon to ensure users grasp the significance of each feature. Utilize visuals and videos to showcase unique or innovative features, creating an engaging user experience that effectively communicates your software’s value.

3. Use Industry Platforms

Utilizing industry platforms and social media channels is a powerful strategy for establishing authority within your niche, and ultimately improving software sales.  Platforms like LinkedIn provide a professional space to share industry insights, case studies, and success stories about your software. Using LinkedIn’s features, such as industry-specific descriptions and product highlights, helps build your brand and generate leads. Consistent engagement boosts visibility and reputation among potential customers. Utilizing Quora also presents an opportunity to highlight your expertise by answering industry-related questions, offering software sales consulting, and providing valuable insights while subtly promoting your software when it aligns with the discussion. Additionally, seek out industry-specific forums or online communities on platforms dedicated to your target audience, actively participating in discussions, and demonstrating how your software provides valuable solutions.

4. Offer a Free Trial or Demo

To enhance software sales, offering a free trial or product demo is one of the best B2B sales strategies. Instead of just describing your software’s features, showing its value in action can be far more convincing. There are two effective methods:

  • Product Demo

These sessions aim to educate leads on what your product can achieve and why it matters. Successful demos often lead to follow-up conversations as prospects recognize the product’s potential value.

  • Free Trial

Offering a trial period, typically 7, 14, or 30 days, empowers prospects to explore your software’s benefits independently. Strategically offering different trial durations can help engage potential customers without unnecessary delays in the sales process.

5. Develop Strategic Partnerships

Strategic partnerships can transform your software sales. Collaborating with established organizations for B2B sales strategy development brings multiple benefits. It delivers a steady stream of qualified leads, as their customers have similar needs. This builds trust and credibility, making prospects more receptive to your software. However, partnerships should align with your target market and mutual interests. Partnerships can range from co-marketing and affiliate deals to co-selling and reselling arrangements, expanding your software’s reach and sales potential.

6. Leverage Content Marketing

Effective content marketing is also a valuable software sales strategy, which works by raising awareness and fostering customer trust. Your content should not only address customer needs, provide solutions without appearing overly sales-driven, but also cultivate trust.  B2B content marketing, including blogs, white papers, videos, and webinars, serves to educate potential customers, positioning your company as an industry expert. To excel in this realm, you should pinpoint your target audience’s pain points, craft a well-defined content strategy, and produce valuable content. To make the most of your content, optimize for search engines, use various content formats, and use social media for a wider audience. Content marketing helps connect, educate, and build trust with customers, boosting software sales.

7. Establish Referral Programs

Establishing referral programs can significantly enhance software sales by tapping into the power of word-of-mouth marketing. Incentivize your existing customers to recommend your software to their peers, offering rewards like discounts, cash incentives, or exclusive access to premium features.  Referral programs not only expand your reach but also foster customer loyalty. When satisfied customers see the benefits of referring others, they become more engaged and committed to your product.  Moreover, referral programs are effective in reducing churn rates, as referred customers are 18% less likely to leave and tend to generate higher profits. It’s crucial to ensure that your referral program is well-structured and easy for customers to participate in, with clear communication about how it works and the rewards they can earn.

8. Follow Up on Sales Leads

Following up on sales leads is a fundamental strategy to enhance software sales. Regular follow-ups increase the likelihood of converting leads into buyers while simultaneously fostering robust customer relationships. This ongoing engagement not only boosts your chances of closing deals but also highlights your company’s commitment to exceptional service. By proactively staying in touch, you build trust and reinforce your image as a reliable partner.  Furthermore, maintaining communication with prospects during trial periods allows you to gather real-time feedback, keep them engaged, and gauge their likelihood of purchase. It’s a vital step in understanding user behavior and ensuring a seamless transition from trial to loyal customer.

Common Challenges of Selling Software in the B2B Space

1. Long Sales Cycle

It is one of the most common B2B sales challenges due to the lengthy decision-making and approval processes. The larger the sales amount, the longer the process of making sales, which can take months and even years.

2. Identifying Qualified Leads and Catching Their Attention

According to sales raps, identifying potential customers and turning them into buyers is one of the biggest challenges. Next comes getting their attention and convincing them to buy the product via cold calling.

3. Delayed Decision Making

Research often shows that about 50% of prospective buyers lack enough knowledge and understanding of the product and their confusion delays decision-making. Moreover, the decision to purchase the product is often made by the user department and executives, who consider different factors.  One Consumer Insight shows that 64% of C-suite and 24% of non-C-suite employees make the final B2B purchase decisions. And 81% of non-C-suite employees influence software buying decisions.

4. Competitive Marketplace and Social Sales

The global B2B marketplace is becoming increasingly challenging, and your competitors might already know about you and offer something better. On top of that, surveys show that about “92% of B2B buyers prefer engaging with professionals who are known as industry thought leaders.”

5. Customer Retention Failure Due to Price

Another common B2B sales challenge is understanding when to reveal the price to the consumers and having repeating customers after the price reveal. 

How to Overcome Common Challenges in B2B Software Sales?

1. Create A Time Budget

To avoid a long sale cycle, you can create a “time budget” by creating a timeframe for follow-ups. You can do that by sending emails to stay connected, meeting customers offline, tracking the interactions with customers, and organizing sales progress. 2. Develop B2B Buyer Personas Before you set out to find your leads, you need to create a buyer persona or criteria by researching the prospects’ goals, businesses, challenges, etc. Research shows that customers are more likely to buy the product if they don’t feel pushed.

If you don’t know how to create a buyer persona, we offer a free consultation. Reach out to us to talk about your sales process.

3. Provide the Customers With Information About Your Software Solution

To make the decision-making process quicker, you need to identify the decision-makers of different suites or categories. You can provide them with deep insight and pitch your solutions instead of thinking of them as gatekeepers. 

4. Tailor Unique Promoting and Marketing Approach

To stand out in the competitive B2B landscape, you must tailor a unique approach, research your competitors, and increase your social media presence. To add value and gain trust, share adequate information with your customers that will grow their interest in buying the product.

5. Explain the Product Value Before Revealing the Price

The sales team should reveal the price only after explaining all the product features and details and how it can add more value to their business. You must maintain a competitive price and train the sales team to negotiate well.


In conclusion, successful software sales are all about delivering value. We’ve shared some proven strategies to help B2B software sales professionals and entrepreneurs aiming to thrive in this competitive field.  By targeting large enterprises, highlighting what makes your product unique, using industry platforms, offering trials, forming partnerships, using content marketing, establishing referral programs, and staying in touch with leads, you can boost revenue and become an industry leader.

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