How to get clients for a software company

How to get clients for a software company

It’s been a decade since I started my software company, and not a day goes by that I don’t ask myself this question. How to get clients for a software company? We won’t get to the bottom of this with a short article. That’s not the point.

On some days, all we need is one good idea. One great tactic. A change in our strategic thinking. Something to get us out of a sales slump.

That’s what I am here to do with this article. To attempt to give you a nudge in the right direction.

In the competitive landscape of the modern business world, acquiring clients is a paramount challenge for any software company. With technology rapidly advancing and markets constantly evolving, establishing a steady stream of clients is essential for sustaining growth and success.

Getting a client for a software company helps grow the company

WhoAPI founders receiveing mentoring at Seedcamp.
Getting a client for a software company is great, but sometimes negotiations are hard

Whether you’re a startup or an established player in the industry, implementing effective strategies for client acquisition can make all the difference. In this article, we will explore actionable tips to help your software company attract and retain clients.

If you are interested in getting more clients for your web hosting company, there’s a separate article for that as well.

1. Understand your target audience

Before diving into client acquisition, it’s crucial to have a deep understanding of your target audience. Do you know the answers to the following questions:

  • Who are your ideal clients?
  • What industries do they belong to?
  • What challenges do they face that your software can solve?
  • What is their budget?
  • Where are they congregating?
  • What are they reading (which websites, forums, magazines)
  • Where are they from? What’s their ZIP code?

Conduct thorough market research to identify your potential client’s pain points, preferences, and behaviors. This information will empower you to tailor your marketing efforts and messages effectively.

2. Build a strong online presence

In today’s digital age, having a robust online presence is non-negotiable. Start by creating a professional website that showcases your software solutions, highlights your company’s expertise, and includes case studies or success stories. Regularly update your blog with relevant content that demonstrates your industry knowledge and problem-solving capabilities.

Social media platforms are also invaluable tools for client acquisition. Identify the platforms where your target audience is most active and engage with them through informative posts, discussions, and interactive content. Consistency is key; keep your online presence alive with regular updates and responsive interactions.

In today’s digital age, neglecting your online presence is a missed opportunity. A poorly designed website, inconsistent social media engagement, and lack of fresh content can make your software company appear outdated or untrustworthy. Maintain a professional and up-to-date online presence to build credibility and attract potential clients. For more on this, I wrote a guide titled “Digital Marketing for SAAS“.

3. Content marketing

Key component of building a strong online presence is content marketing. Content marketing is a powerful strategy for positioning your software company as an industry thought leader.

Create valuable content such as blog posts, whitepapers, guides, ebooks, and video tutorials that address common challenges faced by your target audience. By offering solutions and insights, you establish credibility and build trust, making potential clients more likely to choose your services.

Distribute your content through various channels, including your website, social media, and relevant online communities. You can also consider guest posting on reputable industry websites to expand your reach and tap into their established audiences.

4. Offer free resources and trials

People love freebies, and offering valuable resources or trial versions of your software can be an excellent way to attract potential clients. Provide downloadable resources like templates, checklists, or guides that help solve specific problems, such as writing your first API. Offering a limited-time free trial of your software allows potential clients to experience its benefits firsthand, increasing the likelihood of conversion.

Remember to capture leads by requiring users to provide their contact information in exchange for these resources or trials. This builds your email list, allowing you to nurture relationships with potential clients over time.

We are doing this on WhoAPI as well, new users get 10,000 free API requests!

5. Leverage search engine optimization (SEO)

Appearing in relevant search engine results can significantly boost your software company’s visibility. Invest in solid SEO practices to optimize your website’s content, structure, and technical aspects.

Identify relevant keywords and incorporate them naturally into your content. This will improve your website’s chances of ranking higher on search engine results pages (SERPs), making it easier for potential clients to find you when searching for solutions in your company’s domain name.

SEO can help get clients for a software company
SEO can help get clients for a software company

If you don’t have time for SEO, but have startup capital and a budget, you might try paying for top position. You might want to read our article AdWords vs SEO, where we compared the two. Both have pros and cons.

6. Network and collaborate

Networking remains a potent strategy for client acquisition. Attend industry conferences, seminars, and workshops to connect with potential clients face-to-face. Building relationships within your industry can lead to referrals, partnerships, and collaborations that open doors to new client opportunities.

Additionally, consider forming partnerships with complementary businesses. For instance, if your software assists e-commerce businesses, partnering with web development agencies can create a win-win situation where you refer clients to each other.

7. Email marketing

Email marketing is a tried-and-true method for nurturing leads and converting them into paying clients. Develop a targeted email marketing campaign that provides valuable content, updates, and insights to your subscribers. Personalize your emails based on the recipient’s interests and interactions with your content.

Sell via email - best practices
How to get clients for a software company? Sell via email – best practices (click on the image above)

Segment your email list to deliver relevant content to different groups of potential clients. For instance, if you offer different software solutions for different industries, tailor your emails accordingly to showcase the benefits specific to each sector.

Don’t stop there! Sending a monthly newsletter is just the first step. You can create autoresponders, master email marketing automation, and sell over email!

8. Client testimonials and case studies

Nothing speaks louder about your software’s efficacy than the success stories of satisfied clients. Collect and showcase client testimonials and case studies that highlight how your software solved their problems and improved their operations. These real-world examples provide social proof and build credibility, making potential clients more confident in choosing your services.

Helping your client imagine what it would be like if your software, application or API solved their issue is a powerful move that could convert a potential client in a paying customer.

9. Referral programs

Happy clients can be your best advocates. Implement a referral program that incentivizes your existing clients to refer new business to your software company. Offer discounts, exclusive features, or monetary rewards for successful referrals. Not only does this tap into the power of word-of-mouth marketing, but it also strengthens your relationships with current clients.

10. Continuous improvement

Lastly, the key to sustainable client acquisition is continuous improvement or kaizen, as Japanese say. Regularly assess the effectiveness of your strategies and adapt them as needed. Stay updated on industry trends, shifts in client preferences, and emerging technologies that could impact your offerings. By remaining adaptable and open to change, your software company will stay ahead of the curve and consistently attract new clients.

In conclusion, acquiring clients for your software company requires a multifaceted approach that combines understanding your audience, building a strong online presence, providing valuable content, leveraging SEO, networking, email marketing, showcasing success stories, and more. By implementing these strategies, your software company can establish a solid foundation for client acquisition and long-term growth. Remember, client acquisition is an ongoing process, so stay committed to refining your tactics and adapting to the evolving needs of your audience and the industry.

Bonus section on how to get clients for a software company?

Knowing is not enough; we must apply. Willing is not enough; we must do.

– Johann Wolfgang Von Goethe © Source:

Don’t do these six things

As there are some things we should definitely do. There are some things in sales and growing a software company that we definitely must not do.

How to get clients for a software company - what not to do
How to get clients for a software company – what not to do

1. Build it, and they will come

Everybody falls for this at least once. Sometimes there’s a good reason for it (for me, it was building an application so that we test and showcase our APIs). This is also called ignoring market research.

Neglecting thorough market research is a significant mistake. Failing to understand your target audience’s needs, preferences, and pain points can lead to ineffective marketing strategies and misaligned products. Take the time to research your potential clients and the competitive landscape before implementing any client acquisition tactics.

Building an API is fun, but will anyone buy it? Starting a software company is exciting, but how will it make money? What is your value proposition?

2. Overlooking value proposition

Your software’s value proposition is a critical selling point. Avoid the mistake of not clearly articulating how your software solves specific problems and provides unique benefits. If potential clients can’t understand what sets your software apart, they’re less likely to choose your company over competitors.

The closer your unique selling proposition to a “leap-frog product,” the better. If potential clients are going to shrug their shoulders ¯_(ツ)_/¯ when they hear your offer, how do you expect them to part ways with hard-earned money? Your software needs to be a “must have”, not a “nice to have”.

3. Hard-selling and spamming

Aggressive sales tactics, pressuring the client, fake scarcity tactics, constant cold emails, and unsolicited messages can damage your personal and company’s reputation. Avoid bombarding potential clients with pushy sales pitches. Instead, focus on building relationships and providing value through informative content and personalized interactions.

On top of that, you will have to deal with email blacklists because, sooner or later, your IP address will get flagged for spamming.

Remember that no one wants to be sold, but everybody wants to buy.

4. Ignoring existing clients

Neglecting your current clients in pursuit of new ones is a mistake. Satisfied clients can become loyal advocates and sources of referrals. Failing to maintain strong relationships with existing clients can lead to churn and a negative impact on your company’s reputation within the industry.

I learned years ago from Jay Abraham that there are three ways you can grow your company.

  1. Get more clients
  2. Sell your existing clients more often (get them to buy more often, more frequently)
  3. Increase prices (improve the quality of product, sell other products through upselling and cross-sell promotions, increase average sale)

5. Skipping rapport

If you open by saying, “Hello, will you buy?” you are misinterpreting the ABC (Always Be Closing). If, like me, you’ve read any number of books on sales, you will sooner or later find out that rapport is mentioned in all of them.

When you are friends with someone, won’t it be easier for them to buy from you? Will they trust you more?

Remember, client acquisition is a nuanced process that requires a combination of relationship building, strategic thinking, and effective communication. By avoiding these common mistakes, you can increase your software company’s chances of attracting and retaining clients in a competitive market.

6. Don’t read books on sales

Great books on sales for software companies
Great books on sales for software companies

As you can see by the homepage on the screen, that’s a part of my book collection on sales. Other books I have are on Kindle, Audible, and so on. Here’s a list:

  • Jordan Belfort – Way of the Wolf
  • Russell Brunson – Expert Secrets
  • Russell Brunson – Dotcom Secrets
  • Tom Hopkins – How to Master the Art of Selling
  • Jeffrey Gitomer – Little Red Book of Selling
  • Chet Holmes – The Ultimate Sales Machine
  • Jeffrey Gitomer – Sales Bible – The Ultimate Sales Resource
  • Carmine Gallo – The Presentation Secrets of Steve Jobs
  • Michael T. Bosworth – Solution Selling

Don’t stop at these books. Don’t stop at this article. Keep reading, and keep learning! But most importantly, implement daily.


Goran Duskic has been the Founder and CEO of WhoAPI Inc. since 2011, a company that specializes in developing APIs, including the well-known Whois API. He started his career in internet entrepreneurship in 2006 and has co-founded several online businesses, including a web hosting company that he later sold. Goran's work primarily involves creating practical API solutions to meet technological needs.