We prefer owning software rather than paying monthly fees.

Underlying Concerns:

• The prospect may view subscription fees as a long-term expense that adds up over time, while owning the software feels like a one-time investment.
• They might worry that a subscription model doesn’t give them full control over the software and forces them into ongoing payments.
• The prospect may not fully understand the value of updates, support, and scalability that a subscription model provides, thinking they could be better off with an upfront purchase.
• They need reassurance that the value added by the subscription model outweighs the perceived benefits of an ownership model.

How to Tackle the Objection:

1. Acknowledge their preference for ownership: Show empathy for their desire to invest in software as an asset, rather than a recurring expense.
2. Highlight the benefits of a subscription model: Explain that the subscription model offers continuous updates, support, and new features—ensuring they’re always using the latest, most secure version.
3. Emphasize cost savings and flexibility: Reassure them that the subscription model allows for lower upfront costs and flexibility to scale as their business grows, without large capital expenses.
4. Mention security and maintenance: Point out that security patches, maintenance, and upgrades are included in the subscription, reducing their IT burden and ensuring smooth performance over time.

Sample Script (Detailed and Simple Language):

Prospect: "We prefer owning software rather than paying monthly fees."

You: "I completely understand, [Prospect’s Name]. A lot of businesses feel that way initially, especially when they’re used to owning software outright."

• "One of the reasons companies are moving toward a subscription model is that it offers more than just the software itself. With our subscription, you get continuous updates, support, and the latest features automatically, so you’re always up-to-date without having to worry about purchasing upgrades."

• "It also means lower upfront costs and the flexibility to scale up or down as your needs change. So, instead of a large one-time expense, you can keep your costs predictable and avoid unexpected fees for upgrades or maintenance."

• "Would it help if I shared a quick breakdown of how our clients often save money and gain flexibility with the subscription model?"

Probing Questions to Engage the Prospect:

• "Are there specific benefits of owning software that are important to you? We might be able to show how our subscription model covers those aspects."
• "How often do you upgrade or maintain software? With our subscription, updates and maintenance are taken care of for you."
• "Would it help if I shared a cost comparison to show how our subscription could potentially save you money over time?"

Call to Action:

Offer to provide a cost comparison or an overview of benefits included in the subscription model, such as updates, maintenance, and scalability, to demonstrate the value.

Example:
"Let’s take a look at a cost comparison that shows how our subscription model could actually save you money in the long run, and I’ll walk you through the benefits like continuous updates and maintenance. Does that sound good?"

Key Points to Emphasize:

1. Continuous Updates and Support: Highlight that the subscription model includes automatic updates, security patches, and customer support, ensuring they’re always using the latest version without additional costs.

2. Lower Upfront Cost and Flexibility: Emphasize that the subscription model allows for lower upfront costs and flexibility to scale as their needs change, making it more manageable for budgeting.

3. Enhanced Security and Performance: Point out that with a subscription, they benefit from continuous security improvements and maintenance, reducing IT burden and keeping their software running smoothly.

4. Cost Savings Over Time: Offer a cost comparison to demonstrate how a subscription model can lead to long-term savings by covering updates, maintenance, and support within the monthly fee.