The Art of Selling Custom Software Solutions: A Step-by-Step Guide with Real World Examples

Creating a successful strategy for selling custom software solutions requires a nuanced approach, different from mass-market products.

This blog post expands on the Twitter/X thread posted recently. Since the content there had to be restricted length-wise, here’s a more detailed version.

Understanding Your Customer's Unique Needs

1. Listen First, Sell Later

The first step in selling custom software is to understand the unique needs of your customer. This process begins with active listening. Remember, each client comes with a unique set of challenges and requirements. By listening carefully, you can tailor your pitch to address their specific pain points.

Real world example: When I landed the $100k contract, I did so by listening carefully and identifying what pained the customer most. Then, I was able to convince them with my sense of urgency,

2. Ask the Right Questions

Pose questions that help you understand their business process, challenges, and what they hope to achieve with your software. This approach not only helps in customizing your solution but also builds trust with your client.

Real world example: Remember key points and then mirror them back to the customer to show that you understood what’s most important. This will naturally make them inclined to share more information than previously intended.

Tailoring Your Solution

3. Customization is Key

Unlike off-the-shelf software, custom solutions offer the flexibility to meet the exact requirements of your clients. Highlight how your software can be adapted or built from scratch to meet their specific needs.

Real world example: When I am selling products, I highlight that the software can change as their requirements do. Working with a Full Cycle Developer gives them ultimate flexibility and minimal iteration time. That’s a huge selling point!

4. Showcase Your Expertise

If possible, use examples of how you've solved similar problems in the past. Demonstrating your expertise and success stories can significantly boost your client's confidence in your product. Explain to them in not-too-technical terms how you will architect the software and how it will work under the hood.

Real world example: When selling my product to the Airbnb representatives, I explained how the architecture is set up, where and how data flows and also a bit of the nerdy stuff about data transformation. They won’t be able to replicate that, but it shows that you know what you’re talking about.

Building a Relationship

5. Relationship Over Transaction

In custom software sales, the focus should be on building a long-term relationship rather than just completing a transaction. Emphasize ongoing support, updates, and customization options that come with your product.

Real world example: With your ideal clients, you continuously make money as they will request changes to the software that you’ll bill hourly. Be there when they need you. Instantly reply to their emails at the start of the relationship.

6. Be a Consultant, Not Just a Seller

Position yourself as a consultant who offers solutions, not just a vendor selling a product. Provide insights and suggestions that add value to their business.

Real world example: After you’ve built a few products, you will have gained experience from solving issues from other clients. Apply that experience and knowledge by also making some suggestions to the planned software. Automated email reporting, for example.

Effective Communication

7. Clear and Consistent Communication

Throughout the sales process, maintain clear and consistent communication. Keep your client updated on progress, and be transparent about timelines and costs.

Real world example: I emphasize that the product will be developed with them, not just for them. It’s an iterative process and not everything will work right off the bat. But that’s okay, and they will have the chance to shape something that will really benefit them.

Closing the Deal

8. Simplify the Decision-Making

Make it easy for your client to say yes. Break down the pricing, implementation process, and ROI in a simple, understandable manner. I recently wrote about how to price on Twitter/X, so check that out! Also, I will craft a more detailed blog post about this topic as well, so make sure to subscribe to FCD in order to be notified!

9. Follow-Up and Feedback

After closing the deal, don’t disappear. Follow up regularly, seek feedback, and offer assistance in the implementation phase. What I also do is set up automated error tracking. You can use 3rd party technologies for that, like, or build something yourself.

Real world example: By catching, logging and fixing errors, you are able to both provide continuous improvement and to also keep billing working hours as part of your maintenance contract.


Selling custom software solutions requires a blend of technical expertise, customer understanding, and relationship-building skills. By focusing on the unique needs of each client and positioning yourself as a valuable partner, you can successfully sell your custom software product.

Remember, in the world of custom software, each client's success story becomes a testament to your product's capabilities and your skill as a solution provider. If you are unsure where to start building, join the FCD community on discord, as we regularly develop sample projects from planning stage to production deployment.

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