Customers don't onboard, users do

By Jay Nathan
 / Published April 25, 2017

The second sale is the one in which we convince users to attend trainings, share information and ultimately USE our product.

When it comes to misusing terminology, I’m among the world’s worst. But words matter, especially customers vs. users.

While we spend a lot of time talking about “customer onboarding” in SaaS, we often lose sight of the fact that we actually need to win over users and on board people successfully.

You see, the close of a sale – the commercial contract – is just the beginning of a two-sale process. The second sale begins immediately after the commercial win and is a key factor in determining whether we’ll retain a customer for one contract term or many.

The second sale is the one in which we convince users to attend trainings, share information and ultimately USE our product.

The more engaged your users, the better the recurring usage. The better the recurring usage, the better chance we have of surviving champion turnover, a customer selling the business, or other circumstances that carry high probability of churn.

So I’m curious…

How is your Customer Success team aligned against the goal of driving user adoption of your product?

About the Author

Jay’s focus at Customer Imperative is on developing the team to deliver highly impactful revenue growth and customer experience outcomes for world-class clients as a thought leader in the customer success industry. See full bio ›

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