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CANDDi for Specialised Software

Published 20 Nov 2017 by Janie Krahulcova, CANDDi
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Another sector that CANDDi caters to is the specialised software. It can be anything from cloud-based product development for various businesses, recruitment software for a specific industry to creating software that uses geo-location to help collate data to create meaningful business information. All of these businesses have their particular niche and a particular target market that they are operating in. Here is where they find value in CANDDi.

In this series of how CANDDi works for clients in particular sectors, we have already covered manufacturers and our B2C clients. In this article about clients who do specialised software, I will firstly list a few common characteristics I’ve noticed before diving into where CANDDi fits into that particular setting:


  • - Some form of digital marketing is already in place (usually email marketing, but might also have SEO)
  • - One client might be using multiple products/services
  • - The average order value usually ranges from around £1000 upwards
  • - Occasionally there is a need for tender or for a spec sheet to be sent to a prospect
  • - Demonstrations of the software might sometimes be part of the sales process
  • - Sales cycle is mid to long

Outside of these few corresponding aspects among our clients, there are other elements particular to each business which can vary greatly. But how can CANDDi fit into this overarching setting?

###Identifying Cross-selling And Upselling Opportunities Our clients often offer more than one solution to their prospects as well as clients. It also happens that a portion of their customer base might use more than one of their products. It is needless to say that the potential for cross-selling and upselling opportunities is ripe.

As time passes, business expands and the needs become greater and more diversified. The same client might require an additional piece of software. As it is with any buying decision, clients would usually shop around first, before deciding. They are likely to look first at what’s on offer with their current supplier before potentially looking elsewhere as well to compare.

When our specialised software clients see their customers viewing products that they have not subscribed to yet, their account manager or a salesperson can then get in touch and start a conversation about that particular product. Not only is that a great customer service which makes our clients appear understanding and consultative, it also aids to build a stronger, long-term relationship. But ultimately it gets our clients more sales that they might have otherwise missed.

###Not Losing Any Opportunities It is not only about identifying the opportunities stated above. Although, it has been statistically proven that a business earns more revenue from existing clients, CANDDi gives insight into returning opportunities as well.

Oftentimes, adopting a software can mean high spend but also extensive changes to the business. It usually takes awhile to reach a decision. It so happens that a business will go through different stages of the decision-making process - research, shortlisting, discussion, revisit, decision. Each decision-making process is different, but this simple outline illustrates enough to give anybody an idea of the potential length.

Hence, a prospect who said “Get in touch in 6 months. We might be closer to a decision then.” can come back to your website repeatedly four months down the line instead. This might grant a follow-up call or an email. In that way, further questions, concerns and such might be uncovered. That helps our clients to communicate with their prospects at the right time. Ultimately, it helps them stay in the forefront of the prospect’s mind for when the decision is, at last, to be made and signed off.

###Qualifying More Effectively And Efficiently On the same note, with the variety of choice in software offered and client base that is at different stages of either sales process or customer retention, qualifying quickly and correctly becomes crucial. It also means identifying the best and most relevant traffic. Questions such as what they are after don’t have radio options but multiple choice. Having the intel that identifies the choices for every contact helps our clients not only tailor the conversations they have with their prospects but it also enables them to assign a particular lead to the right sales rep straight away. In this way, the business plays to its strengths, increasing its chances on conversion.

These are the few main use cases of CANDDi that our specialised software clients engage in. Others are also nurturing, or marketing attribution focused. There are also companies that make use of automated data entry. The possibilities are endless when it comes to niche companies, but these three remain the top values for all of them.

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