When a software company decides to step up from serving small businesses to targeting medium-sized enterprises and big brands, the instinct is to double down on product innovation. While having an awesome product is super important, it's not the only thing big companies care about. They need top-notch service and support too.
You can read about how many restaurant brands are multi-unit in this prior article and key functions you need to have to sell to them here.
When building brand reputation in the market your ability to service well is a key differentiator. Here’s how to make the leap and meet the expectations of larger organizations.
Product Innovation: Necessary, But Not Enough
Innovation is the heart of any tech company. A great, feature-packed product can get you noticed, but keeping those big clients happy and growing your presence in the enterprise world takes more than just a good product.
Why Exceptional Service and Support Matter
For bigger companies, the total package is what counts. They want service and support that go beyond just fixing things when they break. Companies that have inferior products, but exceptional service and support, will likely beat you in the market. Most products are "full of fluff" (bloatware) the number of features and functions actually needed is limited. When core features are compared, few products truly stand out. Service tends to tip the scales in your favor.
Stellar Account Management and Regular Check-Ins
Good account management is a must. Set up quarterly reviews with your clients to talk about what’s working, what’s not, and what’s been achieved. These check-ins show that you’re committed to their success and help you stay ahead of any potential issues.
Managing Multiple Deployment Locations
Big companies have many locations. Be ready to support these various deployments. This might mean helping their IT and operations teams with their setups or offering full deployment services that you handle for them.
Clear Service Level Agreements (SLAs)
Clear SLAs are essential. Your clients need to know what level of service to expect, and you need to deliver on those promises. Track your performance against these SLAs and discuss these metrics during your quarterly reviews to keep everything transparent and build trust. CIOs tend to only hear about the problems so make sure to provide the objective metrics on how often you serve them well.
Letting Clients Shape the Product
Big clients want to see your product development roadmap and have a say in it. Here’s how you can make that happen:
- Custom Development: Create features or functionalities that are tailored to meet a client’s specific needs.
- Prioritizing Features: Make sure that important features for key clients get priority in your development schedule.
- Feedback Channels: Set up ways for clients to give feedback on features and functionality, ensuring their input helps shape the future of the product.
Wrap Up
Moving upmarket is a big step for any software company. While keeping your focus on product innovation is crucial, it needs to be paired with exceptional service and support. By offering solid account management, clear SLAs, and involving clients in the product development process, you can successfully transition to serving larger enterprises and thrive in this new space.
Investing in these areas not only helps you keep your current clients happy but also attracts new ones, setting you up for sustained growth and success as you move upmarket.