Bowery Capital’s Mike Brown Jr. interviewed Kristen Habacht, VP Sales at Trello, about their continued success in acquiring users and their transitioning sales processes within their freemium based model. The freemium model has existed since inception, and is part of the core values of the company. Trello, now reaching 13,000,000 users, with 100,000 new users signing up each week, is continuing a transition into monetizing their vast userbase by offering value added professional/business functionalities on top of its core, more consumer based offering. This transition requires a new way of interaction with users that Kristen is tasked with while lining up to the existing Trello company culture.
Of the topics covered, a number of themes emerged from the discussion about the Freemium model and good Saas sales practices in general. A few of the main takeaways include:
The importance of talking and listening to your users, and proper product communication
Understanding the users’ needs and taking the time to listen is paramount. This may sound to be common sense, however, most companies fail miserably at this. Listening to users is the first step, having them being heard internally is another obstacle. Close ties between marketing, sales, and product development is needed to work on client pain points.
As well, be sure to get product information in the hands of the users. In the case of Trello, Kristen pointed out that many users were not aware that there was a premium level available offering added functionality.
Match the sales team to the company culture
Trello is a product orientated company, continually trying to create the best experience using the product for its users. Trello is focussing on the experience and not selling features it does not have. This leads to a level of comfort and trust built between the user and the product. The upselling of premium features built upon the core product uses this trust based relationship and aides throughout the sales process. As Kristen explained, the understanding of the company culture was used in order to bring in the right type of people for sales.