How to Ace a Free Trial Request in SaaS Sales

I bet you have heard this before: "Could we try it for free?"

In the world of SaaS sales, the request for a free trial is a pivotal moment. The question is usually presented after the sales representative has run a great sales demo. While some products, like Slack and Miro, flourish with the freemium model, free trial is a risky strategy likely to fail in sales-led models. Now, we explore tackling this common request without losing momentum in your sales process.

Let’s follow one imaginary SaaS deal through the options.

Option 1: Firmly Say "No"

Declining a free trial is a legitimate choice. Still, it requires a solid rationale, for instance, if your product requires extensive training or a complex setup, as is common in the sales-led GTM. (Note that trials historically not converting well is a good reason only internally.) Instead of a trial, offer detailed product videos and personalised materials. A tailored screen-captured demo(s) summarising discussions and demonstrating how your service addresses their specific problems can be incredibly effective.

Instead of a trial, offer detailed product videos and personalised materials.

It’s also crucial to understand why they're requesting a trial. Address their concerns with an alternative approach, ensuring they feel heard and understood.

Option 2: “Yes” - Enter deal purgatory 💀

Agreeing to a free trial without specific conditions can often lead you into a loop of unproductive follow-ups. It typically goes like this: You set up the trial, and everyone agrees to reconvene at the end of the period. Yet, at the follow-up, you discover they haven’t tested the service. They may be willing to try again if you extend the trial, but this cycle can repeat until they sign with someone else or the opportunity fizzles out.

They may be willing to try again if you extend the trial, but this cycle can repeat until they sign with someone else or the opportunity fizzles out.

The issue with free trials often isn’t the trial itself but lies earlier in the sales process. Perhaps the salesperson hasn't fully uncovered the customer's needs or effectively communicated their product's value. This leaves the product with all the heavy lifting regarding selling – a challenging task for most SaaS offerings.

By simply saying "yes" to a free trial, you may inadvertently create a pipeline full of opportunities that linger without progress.

Option 3: "Yes, but WHY"

Granting a free trial request can be a strategic opportunity to revisit and refine your sales approach. This option isn't just about saying "yes" to the trial; it’s about understanding why the prospect wants it.

When a prospect asks for a free trial, it’s often a signal to dig deeper. For instance, agreeing to a trial period by saying, "Certainly, we can arrange a 30-day trial. Before we start, may I ask what you're hoping to achieve with it?" opens the door to a more meaningful conversation. This approach allows you to reconnect with the prospect's business goals and challenges.

"Certainly, we can arrange a 30-day trial. Before we start, may I ask what you're hoping to achieve with it?

The key here is to use the trial as a platform for deeper engagement. Discuss their specific needs and how they intend to use the trial to evaluate your product. This information is crucial for tailoring the trial experience to their requirements, ensuring it's a valuable and productive exercise for both parties.

By framing the trial in this way, you transform it from a mere testing phase into a strategic tool for demonstrating the value of your product and strengthening your relationship with the prospect. It becomes a collaborative effort, with both sides invested in making the trial successful.

Here is a template you can follow for agreeing details for a trial:

Prospect stakeholders
Executive X
Manager X

Vendor stakeholders
Account Executive (you)
Customer Success Manager

Use case description
1st use case:
2nd use case:
3rd use case:

Success criteria
Criteria 1 (ideally an easy-to-measure metric with a goal)
Criteria 2 (ideally an easy-to-measure metric with a goal)

Follow-ups during and after the trial (including key stakeholders)
1st call: dd/mm/yy
2nd call: dd/mm/yy

Final Thoughts

Navigating a free trial request in SaaS sales is less about the trial itself and more about your strategic approach. Whether you decline or accept, the key is maintaining a proactive stance. Remember, your competitors are likely facing similar requests. A well-handled trial request can be an opportunity to differentiate your offering and strengthen your position in the market.

GTM Club Newsletter #4: The Trap Named Free Trial

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GTM ClubIlkka - Club President