Subscription billing is usually a more obvious answer for business leads since the monthly or annual bill is less than a single purchase for enterprise software. This lessens the imminent shock (with the immediate cost) for a client. Such budget-friendliness can immensely affect large purchases, notably for firms who provide SaaS products, when ultimate costs can readily reach six figures.
Complements the Power of B2B Sales
B2B businesses are deeply relationship-centric, and demand renewed connection among sales agents and clients. As subscription billing is also recurring and long-term, it suits well with this dynamic. It provides sales teams with multiple shots to upsell leads as they nurture memorable customer relationships. Upselling and add-ons with subscriptions are usually more effortless than a one-time product sale owing to the pocket-friendliness discussed earlier.
Subdues Decision Points
It’s a cliché among the sales profession that decision points are possibilities for a client to say no. A recurring cycle charges automatically and doesn’t require the client to keep saying yes each time. Therefore, it subdues the occasions for clients to decide to refuse the purchase or explore an alternative.
Free trials also become operative here; as we’ve discussed elsewhere, free trials (especially if it moves to automatic billing at the end of the trial) can be compelling for subscription businesses, even B2B.
Eased Acquisition Values
Service-based subscriptions specifically benefit from a “bottom-up” strategy, in which services are sold to an individual or unit within a corporation. Sales agents can then toss that service to other people or departments within the company and laminate new acquisitions into the open-ended subscription cycle, decreasing administrative charges.