Eliminating The Biggest Onboarding Mistakes (Part 2 ) - Product-led Onboarding Vs. Sales-led Onboarding Strategy - Key differences and applications

Many of the SaaS product owners I come across are obsessed with increasing activation rates through the use of onboarding emails. They send their new users’ emails and video guides after they sign up, with the aim of getting them to complete the most important actions in their product as soon as possible.

Thing is, many are doing it wrong.

When you think about SaaS onboarding, you probably think about how helpful it is for users to ramp up quickly with a smooth process. But let me tell you something: from a business perspective—the money side that cares about $$$—you should be thinking about how to get your customers to spend more money.

That's right. Your end goal should be sales-led onboarding, not product-led onboarding.

Is it or Isn't? Let' dive deeper

Sales-led onboarding means that you're trying to get your customers to hit major milestones inside your app so they can become long-term paying customers. Product-led onboarding means that you're trying to get your users to follow through on your value proposition as quickly as possible so they can start experiencing the value of your product right away

A sales-led onboarding (aka "we make it easy to sign up") relies heavily on marketing copy and focuses on getting visitors to convert right away.

A product-led onboarding (aka "the product sells itself") uses minimal messaging to get people to experience value as quickly as possible. It takes them from signup to experiencing value in just a few clicks and then follows up several times to ensure they're benefiting from it.

Product-led Onboarding: The What, Why, and How? 

A new user's first experience with your product is critical to the success of the relationship. It's a great opportunity to make a positive impression and capture their attention. The more difficult it is for them to get started, the less likely they are to stick around long enough to try out your product in the future.

And while it might seem like every user wants a different onboarding experience, I've found that users want one thing most of all: to be productive as quickly as possible.

The best way to train users is by showing them how your app solves their pain points and helps them get things done. This product-led approach takes the user through a guided process so they can accomplish specific goals or tasks during their first session.

It's similar to how an orchestra conductor leads musicians through a piece so they are able to play well together. Even though each musician has their own part, they need guidance in order for the performance to sound good as a whole. So it is when someone comes in and tries out your product for the first time

Product-led Onboarding can be particularly useful for SaaS companies, whose value is often derived from how customers use the product once they are up and running. By focusing on getting them over this initial hurdle quickly, they will be able to start deriving value from it much sooner.

Product-led onboarding is a multi-step process:

1. Identify your key actions and core value proposition

2. Map out the key actions and value proposition as part of your onboarding flow

3. Prioritize your key actions and figure out what you need to build to help users achieve them

A product-led onboarding strategy is a simple, easy-to-follow process that allows you to make users feel more confident in your product and increases their trust. Here's how it works:

1. Create a Product Walkthrough:

To engage customers and get them to use your product, you need a solid product walkthrough. The main purpose of a product walkthrough is to give users an overview of your product and provide them with basic instructions on how to get started.

2. Provide Contextual Help Elements:

Contextual help elements through Product-led content can provide users with tips and information while they're using your site or app. They can be used to answer questions like "how do I find my account settings?" or "how do I add something to my cart?"

3. Set Up Onboarding Goals:

Onboarding goals set the stage for new users when they start using your application or website. They are designed to ensure that users are able to accomplish simple tasks quickly and easily. This makes it easier for them to understand the ins and outs of your product and makes the entire user experience smoother.

4. Create a User Guide:

A user guide should be written in the same tone as that of your brand and should include information about who you are, what you do..etc.

Sales-led Onboarding: The What, Why, and How? 

Sales led onboarding strategy can be marginally known as a lead nurturing strategy, but the main idea behind it is the same. It's a way of keeping your qualified leads around, providing information to them, and following up with them until they become customers.

The first step

Involves getting your product or service in front of your potential customer. You will want to place it so that it catches their attention and allows you to get their contact information.

The second step

Is to make sure they will remember you when they are ready to make a purchase. This means that you should be building brand awareness and creating a relationship with the customer so they trust you enough to make a purchase from you.

The third step

involves making something happen, causing action from the customer. They are likely going to want more information about the product/service or request a quote, either way, you will need to respond quickly with all the information they requested and then some.

The final step

Is letting them know what is next and setting up expectations for what will happen after their initial purchase. If everything goes correctly, your client should feel satisfied with their initial purchase and want more from you in the future!

Achieving your revenue goals is not a one-time deal. It is a process that requires a lot of effort and resources. Given this fact, it is very important to understand how you can make the most out of your hard work.

The success of Sales Led Onboarding Strategy lies in the following factors:

1) Highly qualified leads

2) Targeted approach towards sales lead

3) Multi channeled communication

4) Efficient sales reps

5) Collaborative approach between sales and marketing

6) Automation in Sales and Marketing processes.

Sales-led onboarding is the process by which a company uses a product demo to make a sale. It's commonly used in the B2B software world, but can be applied to other industries as well. Here are three things to keep in mind when adopting a sales-led model:

1. Product explanation needs to be more than just a demo.

A successful sales-led approach has to include some product explanation and demonstration, but it doesn't have to be the entire first meeting. Take time to explain your company's role, scope, and values before diving into specifics about what you're selling.

2. Keep customers informed at every step of the way.

When you're selling with a sales-led approach, your customers are essentially buying into an experience as much as they're buying into your product or service. They'll want to know the status of their purchase from beginning to end, so make sure that you communicate with them on an ongoing basis with frequent email updates and status reports.

3. Make sure you have the right personality type for sales-led onboarding.

If you're uncomfortable talking about your product or company in detail, don't expect that you'll be able to sell it well when prospects come calling!

Conclusion

Every SaaS company wants to build a customer base that is sticky and loyal, which is why companies need to get users onboarded in a manner that makes them want to come back. Onboarding, which occurs after a user has signed up for your product, helps you retain users and ensure they are making the most of your product.