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How to Position Your SaaS: Focus on the Offer, Not the Features

As a sales leader, it's important to understand the difference between your SaaS product's features and your business’s offer. Features are the individual capabilities of the product, while the offer is the overall package (and outcome!) that you will be delivering to your customers.

Features are the building blocks of a SaaS product. They're the individual capabilities that allow customers to do things like create content, manage data, or communicate with others.

The offer is the overall package that you provide to your customers. It includes the features, but it also includes things like pricing and expected ROI, support, and training. Your offer is what customers are actually buying, and it's what will determine whether or not they're satisfied.

It's important to understand the difference between features and offer because it can help you make better decisions about how to position your company in the market.

Here are some tips for positioning your offer:

  • Focus on the benefits of your product. What problems does your product solve? How will it make your customers' lives better? You need honest answers to these questions.

  • Use storytelling to connect with your customers. Share stories about how your product has helped other businesses. Past performance is the best indicator of future performance!

  • Be clear and concise in your messaging. Don't overwhelm your customers with too much information.

  • Be consistent in your messaging. Make sure your website, marketing materials, and sales pitch all convey the same message.

One of the biggest mistakes that tech sales people make is focusing too much on their features and not enough on their offer. They think that by just listing all of the features of their product, customers will automatically be sold.

This will never work. Prospects are only interested in what your product can do for them, NOT what the features are in themselves.

That's why it's important to focus on crafting an offer that solves your prospects' pains. What are the problems that your product can solve? How will your product make your prospects' lives better?

Once you can answer these questions, you'll be well on your way to crafting a compelling offer that will resonate with your target market.


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