6 Questions Your Customer Might Have Before Purchasing

 Hannah Wiginton

How do buyers evaluate your software product? Here are 6 questions they may be asking themselves.

In SaaS marketing, we’re always trying to better understand how our customers and potential customers view our product.

How does a customer decide “Is this the right software tool for me?”

How do buyers evaluate your software product? How do they decide “Is this the right tool for me?”

Here are 6 questions they may be asking themselves as they decide if it’s the right tool for them.

1. Does the product highlight my “features/use-case” questions on the website? 

– where do they look to verify?

– main product page with features bolded

– main menu features dropdown 

Takeaway:
List out features about what you’re product actually does AND highlight frustrations a user may have and how your product solves that frustration.

2. What experiences have others had with it?

 We all tend to do some research on a product before we dive in. They may search your product on Google, ask others in their professional network, review forums, ask slack/discord/reddit/facebook groups, or ask ChatGPT.

– does it do what it says it does?

– have others had a mostly positive experience with it?

– how’s customer support?

Takeaway:
Try to get reviews from your users and showcase them. This can be directly from customers, feedback in support tickets, or on forums.

3. Is the price reasonably in my budget for the return on investment I’ll get?

 – does it provide what I need and want?

 – even if slightly higher than my expected budget, do I think it will do the job I need?

– will it make me money in the long run?

– will it save me a significant amount of time and money?

Takeaway:
The user has to already see tangible benefits they will get, whether in revenue, time saved, or concern of what will happen if they don’t use the product, before they will buy. You can provide this in the form of other user stories and how it helped them, a calculator of time or money earned or saved, addressing fears and concerns in your messaging, and highlighting both emotional and tangible benefits.

4. Can I get started and set up in a timely manner?

– if I pay right now, can I start the process of doing what I need?

– do I understand how to start using it, whether it requires me to set it up or an onboarding process?

– if I need help or need to better understand something, will I be supported in a reasonable amount of time?

Takeaway:
The user has to already see tangible benefits they will get, whether in revenue, time saved, or concern of what will happen if they don’t use the product, before they will buy. You can provide this in the form of other user stories and how it helped them, a calculator of time or money earned or saved, addressing fears and concerns in your messaging, and highlighting both emotional and tangible benefits.

5. How does it compare to alternatives?

– does it have each feature or most features I need compared to another tool?

– do some prefer one tool over the other?

– what’s the cost difference and does it matter in comparison to what I need and want?

Takeaway:
You’re probably not the only tool they’re reviewing. What features do you have that another tool doesn’t or what feature do you not have that users might request? Understanding the differences between you and the competition is something to keep in mind. This doesn’t mean you’re trying to be everything they are, but knowing what your user sees.

6. What’s my overall vibe about it?

– Sounds silly, but all of these factors in different ways will influence how they “feel” about it.

– What about the micro-interactions they have with your customer support, forum posts they read from others, or your brand?

Takeaway:
You can create a tool that helps people and present it to those who do need it. Their final decision is probably based on multiple factors. Some may connect and understand immediately and for others, they just may not be interested. That’s ok!

About the Author

I help software companies with marketing strategy and implementation. Find out about my services or contact me about your project.

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Follow me on LinkedIn @HannahWiginton or Twitter @hannahwiginton