# How to Make Software Buying Easier to Get More Sales

> A NachoTuesday interview — the C-Suite Insights series from NachoNacho, the B2B SaaS and AI
> marketplace. In conversation with Nalin Senthamil, Founder & CEO, Storylane.

- **Page:** https://nachonacho.com/nachotuesday/video/How-to-Make-Software-Buying-Easier-to-Get-More-Sales
- **Guest:** Nalin Senthamil, Founder & CEO, Storylane
- **Guest on LinkedIn:** https://www.linkedin.com/in/nalinpradeep/
- **Recorded:** 2024-06-23
- **Watch:** https://www.youtube.com/watch?v=mIK0JzEUJco

## Summary

In this NachoTuesday webinar, Nalin, co-founder and CEO of Storylane, discusses the evolving landscape of software sales and the critical role of interactive product demos in the buyer journey. He emphasizes that today's well-informed buyers want to see the product early and often, making interactive demos a powerful tool for demand generation, onboarding, upselling, and support. Nen advocates for a "show, don't tell" approach, recommending that companies make their products accessible through interactive demos on their websites, feature pages, blogs, and knowledge bases. He also highlights the importance of a frictionless trial experience and strategic upselling based on user engagement signals. Key Talking Points: Interactive Product Demos are Essential for Modern Software Sales : Buyers are increasingly self-educated and prefer to see and interact with a product before engaging with sales, making demos a crucial tool throughout the customer lifecycle. "Show, Don't Tell" is Key for Demand Generation and Building Trust : Companies should make their products easily accessible through interactive demos on various touchpoints, allowing potential customers to experience the value firsthand. A Holistic and Proactive Sales Approach is Necessary : This includes leveraging engagement signals for strategic upselling, providing rapid support, and involving multiple team members to welcome and guide prospects through the sales process.

## Product discussed

- **Name:** Storylane
- **Page:** https://nachonacho.com/product/storylane
- **What it is:** Build killer interactive product demos in 10 mins to engage visitors, capture more leads and boost demo conversions.
- **NachoNacho deal:** 20% CASHBACK All Plans. Forever.
- **Estimated savings:** Save up to $3,000/year

## Full transcript

Good afternoon everyone, and welcome to another NachoTuesday. Today, I have Nalin here from Storylane. Without further ado, Nalin, we'd love for you to introduce your product and tell us what your company does. Product Introduction (00:35) Thank you, Andy. I’m Nalin, co-founder and CEO of Storylane. Storylane is a product demo platform used by sales and marketing teams to showcase their products to potential buyers. We started close to two and a half years ago and went through Y Combinator in 2021. The growth we’ve experienced over the last two and a half years has been fantastic. Personal Background and Motivation (00:59) I’ve been involved in startups for the last decade. My background is in technology, specifically in machine learning. I started my career in this field and spent some time at Amazon, where I worked on AR glasses for five or six years, starting in 2010. After that, my co-founder and I started a company focused on the early education market. When we exited that company, we faced the question of what to do next. Just before COVID hit, we identified a significant pain point: adapting to the digital buyer and their busy personas. We felt there had to be a better way to sell in an evolving and competitive market. This realization led us to create Storylane. Initially, our focus was on marketing, but we gradually expanded to include sales, customer success, and onboarding teams. The core insight was that buyers today want to see your product before engaging with a salesperson. They conduct their own research, visiting communities and review sites, but they rarely get to see the product itself. We saw this gap and set out to address it with Storylane. Entrepreneurial Journey (02:57) Entrepreneurship is indeed a journey. It’s not something you can just jump into overnight. The experiences and journeys you’ve had as an entrepreneur help shape the solutions you create for the next venture. Unlike those who might try to build the latest AI tool just because it's trendy, we understood the problem deeply because we’ve lived it. We’ve essentially become our own first customers, which has given us a clear perspective on the needs of others. It’s common to see companies assume that their product is simple enough that users should understand it right away. However, many people want to take a closer look before fully engaging with a platform. Importance of Self-Service and Time Management (03:41) Buying software involves not only spending money but also valuable time. Many people prefer not to get on the phone with a salesperson because they feel that’s 30 minutes of their time they might waste by either saying yes or no. Letting potential customers take a peek and go through an interactive journey allows them to see if the product can solve their problem without the immediate pressure of a sales call. Sales Process Evolution (04:07) Absolutely. This approach benefits both buyers and sellers. For buyers, it saves time by allowing them to understand the product before engaging with a salesperson. For sellers, it ensures they’re talking to qualified prospects rather than just conducting discovery calls. The sales process has evolved; it’s no longer about qualifying leads but rather about demonstrating product value. Buyers are increasingly educated and smart, having done their research before engaging with sales. Self-Service and Digital Selling (04:32) Over the past few years, self-service has become more relevant. Buyers prefer to figure things out and get their questions answered independently before entering the sales cycle. The software industry has seen significant changes in the last decade, accelerated by COVID, which increased digital selling and buying. Buyers today have many options and are well-informed before they even talk to a sales specialist. Educated Buyers and Marketing (05:21) Today’s buyers are well-educated and often have already explored your product through your website, documentation, and review sites before reaching out. As a result, the role of sales has shifted. Salespeople need to act as specialists, providing detailed insights rather than qualifying leads. They may also need to work with assistants or agents to manage these interactions effectively. Adapting Sales Strategies (06:12) The shift in buyer behavior requires sales to adapt significantly. Your marketing website must serve as a major educational tool, providing as much information as possible about your product. Traditional sales roles, which focused on qualifying leads, are becoming outdated. Salespeople must now engage with educated buyers who have already done their homework. Effective Onboarding (07:10) Sales strategies must adapt to better understand and address customer needs. Marketers should be transparent about their product’s limitations and target audience to avoid deterring potential customers. Addressing unanswered questions on your website can prevent potential clients from abandoning their search. Changing Sales Dynamics (07:55) The entire sales journey is changing. From the initial contact to post-sale onboarding, companies need to be highly engaging and supportive. If buyers come well-prepared, the sales process should focus on moving them forward rather than starting from scratch. This evolution requires a shift in how sales teams operate, ensuring they provide continuous value throughout the buyer’s journey. Tips for the Onboarding Cycle (08:21) For effective onboarding, start with strong marketing messaging and positioning. Once a prospect shows interest, guide them through the buying process with clear, engaging interactions. Show your product early and often—on your website, in marketing campaigns, and during upselling efforts. Buyers prefer not to be treated like a black box; they want to see the product and understand its value immediately. Show, Don’t Just Tell (09:13) One key tip is to demonstrate your product clearly and early. Many buyers have already conducted extensive research before reaching out. Therefore, providing an interactive demo on your website can be highly effective. This approach aligns with the "show, don’t tell" philosophy, helping to meet the needs of today’s fast-paced, information-driven market. Product Transparency and Engagement (10:04) Today, anyone can sign up for a website and take a peek at what’s offered. However, it's essential to showcase your product transparently. By providing an interactive demo or a glimpse of what users will get if they create an account, you can attract potential customers who are interested in exploring your platform further. Reducing Friction in Product Demos (10:27) We are seeing a gradual reduction in the friction associated with product demos. A few years ago, companies were hesitant to show their product because they considered it their "secret sauce." However, the landscape is changing. If your product is valuable, you shouldn’t hide it. Transparency can attract more interest and engagement from potential customers. Demand Generation Strategies (10:53) For demand generation on your website, consider featuring interactive elements that encourage initial engagement. Even if these features don’t directly monetize, they can get people to try your product. For example, some companies, including public ones like PA and Alter Networks, are making strides by putting their products in front of potential users through interactive demos. This approach is particularly effective for complex products and shows that even established companies are embracing product-led growth (PLG) strategies. Interactive Demos and Product-Led Growth (11:20) If your product can support a PLG model, you should consider implementing it. Interactive demos allow potential customers to understand your product's value before they sign up. By providing these demos, you can reduce the noise of unqualified sign-ups and attract genuinely interested users. Interactive demos should be a part of your overall strategy to showcase your product effectively. Leveraging Demos for Engagement (12:17) To create demand, don’t limit demos to a single page. Incorporate them throughout your website—on feature pages, solutions pages, and even in blog posts. Including demos in your content, especially SEO-focused blogs, can significantly increase engagement. Showing your product in various contexts helps maintain interest and drive demand. Complex Products and Interactive Demos (13:13) For more complex products, smaller, focused interactive demos might be more effective than one lengthy demo. Allow users to select what they want to learn about. This approach provides a more personalized experience and helps users engage with specific features that interest them. Dedicated resource pages for demos can also help users navigate the information they need. Try Before You Buy (13:40) A common theme in this discussion is allowing users to "try before they buy." Offering interactive demos for specific features or a simple free trial on your website lets potential customers experience your product before committing to a full signup process. This incremental engagement can lead to better demand generation and more informed sales conversations. Balancing Personal and Business Sign-ups (15:02) When it comes to sign-ups, it’s important to consider the balance between personal and business email addresses. If you’re targeting businesses, requiring a business email can provide valuable insights into the company’s size and needs. This information is crucial for tailoring your sales approach and understanding potential clients better. Enhancing Sales Conversations (16:23) Using business email addresses for sign-ups allows you to access additional tools that can provide information about the company. This data can help in conversations and enable a more personalized sales approach. While personal emails can still be useful, business emails offer better insights for targeting and engagement. Common Mistakes in Software Sales (17:14) One common mistake in software sales is failing to adapt to the evolving buyer’s journey. It’s important to address trends and adjust your approach accordingly. For instance, embracing product-led growth, offering interactive demos, and using data-driven insights can significantly enhance your sales process and align better with modern buyer expectations. Understanding Buyer Awareness (17:42) One of the biggest mistakes people make today is underestimating the buyer's knowledge. Some salespeople believe that buyers are naive and don’t know much about the market. This misconception often leads to the assumption that simply being present in the market will close the deal. However, buyers are much more informed than many salespeople realize. It’s crucial to recognize that buyers are savvy and well-informed. Staying Ahead of the Buyer (18:11) To overcome this challenge, you need to stay one step ahead of your buyer at all times. This means being proactive in your communications, whether it's through emails, conversations, or monitoring their activities on social media platforms and company channels. Being ahead of your buyer helps you avoid playing catch-up and ensures you are addressing their needs effectively. Proactive Engagement (18:38) It’s important to be proactive rather than reactive. Anticipate the buyer's needs and understand that they might come with more information than you expect. Providing valuable resources, such as demos and content marketing, helps ensure that potential buyers have the information they need without having to jump through hoops. This proactive approach enhances the overall engagement process. Interactive Demos in Onboarding and Beyond (19:03) Interactive demos are crucial for the onboarding process. Breaking down information into bite-sized pieces allows users to learn about specific features at their own pace. Beyond onboarding, interactive demos can be useful for educating users about new features or upselling opportunities. They can also be integrated into documentation pages and knowledge bases to support self-learning. Using Demos for Product Updates and Upsells (19:29) Interactive demos are not just for onboarding; they play a significant role in showcasing new features and upselling existing customers. As products evolve, it’s important to use demos to inform users about new features and encourage adoption. Demos can also be used to gather feedback and gauge interest in upcoming features, even if they are still in prototype stages. Customer Engagement and Upsell Signals (20:22) Identifying signals that a buyer is ready for an upsell is key. One effective strategy is to use product nudges and emails to highlight features that users haven't yet explored. For instance, sending an email with a demo GIF can prompt users to engage with new features. Tracking interactions with these demos helps identify interested users and opens up opportunities for upselling. Leveraging Pricing Structures (21:15) A well-structured pricing model can also drive upsells. Offering valuable features at lower pricing tiers while reserving enticing features for higher tiers creates an incentive for users to upgrade. By demonstrating the added value of higher-tier features through interactive demos, you can effectively encourage users to consider upgrading. Sales Strategies for Growth (21:46) A strategic approach to sales involves prioritizing buyer engagement throughout the sales cycle. It's not just the salesperson’s job to nurture the relationship; other key figures, such as executives or founders, should also connect with the buyer. This multi-faceted approach can help build trust and provide additional value. Speed and Responsiveness (24:23) Speed is crucial in sales. Whether it’s setting up a call with an interested prospect or using chat-based tools for immediate support, being responsive can make a significant difference. The goal is to convert interest into a sale before potential customers start exploring other options. Why Choose Storylane? (26:39) Storylane offers several compelling reasons to choose our platform. First, it is one of the easiest platforms to use, allowing users to quickly sign up and start creating interactive demos. Second, Storylane scales effectively across various functions such as marketing, sales, customer success, and onboarding. Third, we are committed to innovation and continuously releasing new features. Our platform is designed to adapt and grow with your needs. Future of Interactive Demos (29:03) Over the next few years, we expect significant advancements in how interactive demos are used. The integration of AI will likely lead to the development of demo agents that assist both buyers and sellers. These agents will help in educating buyers early in their journey and throughout their interactions with the product. Conclusion and Recommendation (29:52) The key to thriving in the evolving software landscape is to use interactive demos and effective onboarding techniques to convert sales. At Storylane, we’ve found that these strategies work well for our clients. If you’re interested in improving your onboarding efforts, I highly recommend checking out Storylane. It’s intuitive, easy to set up, and the support team is excellent.

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