Early in my career, I was all in on the product. I believed that if the software had great features and a solid design, success would naturally follow. I was confident—maybe a little too confident.
But after years in the industry, hundreds of demos, and conversations with teams of all shapes and sizes, I’ve learned that it’s not that simple. A strong product matters, no doubt. But it’s just one piece of a much bigger puzzle.
There are a few hard truths I’ve picked up along the way. Truths that every digital signage pro should keep in mind.
The Buyer Doesn't See What You See
One of the hardest pills to swallow when selling digital signage software? The people you’re pitching it to don’t love it like you do. They don’t care about the clever way you built your scheduling engine or how elegant your API is.
I learned this the hard way.
As someone who’s lived deep in the guts of a platform—helping shape features, squashing bugs, fine-tuning UX—I used to assume that buyers would get excited about the same things I did:
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The ultra-efficient architecture under the hood
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The smart templating engine we built from scratch
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The elegant user permissions model nobody asked for but everyone should want
But they didn’t. Because that’s not how they see it.
Buyers care about their pain, not your product. They’re asking themselves:
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Will this solve the daily mess my ops team deals with?
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Is it affordable enough that I won’t have to go beg for budget?
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Will my staff actually use it, or will they curse my name after rollout?
That gap in perspective? It can wreck a sales process if you’re not careful.
The sooner you stop selling your feature list and start solving their problems, the better your conversations—and conversions—will get. This isn’t about dumbing down your product. It’s about showing your value in a way that clicks with the person on the other end of the call.
Because at the end of the day, they’re not looking for the best product. They’re looking for the right fit.
Stop Leading With What You Think Is Cool
Here’s the truth most software teams don’t want to admit: your buyer doesn’t care how technically elegant your product is. They care whether it solves their problem without turning into a new one.
One of the biggest mistakes I’ve seen (and made) is leading a demo like a victory lap. We fire up the CMS, show off the shiny dashboard, click through some advanced features—and totally lose the room.
Why? Because we’re pitching from our perspective, not theirs.
You can’t assume your audience will connect the dots. You have to draw the picture for them. That means doing the work upfront: understanding their pain points, internal politics, skill levels, and goals before you ever open the demo environment.
Here’s how that plays out in the real world:
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If their team’s stretched thin and terrified of new tech, don’t show them your rule-based conditional logic engine. Show them how fast they can update the lunch menu and walk away.
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If they’re under pressure to justify spend, don’t focus on features. Focus on how your system helps them prove ROI or reduce waste.
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If they’ve been burned by flaky vendors, lead with your onboarding plan and support history—not your roadmap.
You’re not there to impress them. You’re there to show them how their life gets easier with your software in it.
That’s the difference between a product demo and a conversation that actually leads somewhere.
They Don’t Just Want Features. They Want to Feel Safe.
One of the biggest things software vendors forget? Buyers aren’t just comparing features—they’re looking for someone they can trust.
This industry is crowded. Everyone’s promising a seamless CMS, a better UI, smarter scheduling, or tighter integrations. It’s a lot. And for buyers, especially those making a digital signage decision for the first time, it can feel overwhelming.
That’s why trust matters more than you think.
Buyers need to believe your product will actually work. That you won’t ghost them after the install. That when things break—and they will—you’ll be there. They need to feel like you get them, not just their use case, but their daily headaches, their internal politics, their very real fear of picking the wrong platform.
And sometimes, trust outweighs features.
I’ve seen deals go to vendors with fewer bells and whistles, simply because they showed up consistently, communicated clearly, and treated the buyer like a partner—not a lead to close.
Empathy wins. Clarity wins. Relationships win.
If your buyers feel safe with you, you’ve already done half the job. The rest is just proving you can deliver.
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When Price Matters More Than Product
Let’s be real: sometimes, price wins. Not value, not features. Not your passionate pitch about why your software is the smarter long-term choice.
Just price.
It’s one of the most frustrating parts of selling digital signage software. You can have the better platform, the stronger team, and the cleaner UX—but if your competitor comes in 30% cheaper and the client’s under budget pressure? You’re out.
That doesn’t mean you did anything wrong. It just means the buyer’s reality doesn’t leave room for better.
The trick is not to take it personally. Instead, reframe your strategy.
When cost becomes the conversation, lean into the value story:
How much time your system saves their staff
How fewer support calls = lower ops costs
How avoiding one failed rollout justifies the delta
And if you’re serious about competing in tight markets, get flexible. Long-term discounts. Tiered pricing. Bundled support. Small touches that make your offer feel more accessible without cheapening the brand.
Not every buyer will choose you. But the ones who do? They’ll stay longer if you’ve shown them exactly why you’re worth it.
A Great Product Isn’t Enough. Never Was.
If there’s one thing I’ve learned in this industry, it’s that building great software isn’t the hard part. Selling it, really selling it, is where most teams stumble.
Because success in digital signage doesn’t hinge on code. It hinges on trust.
- Trust that your software will work when it matters.
- Trust that your team won’t disappear after the contract is signed.
- Trust that you’re not just selling screens, but solving real problems.
That kind of trust doesn’t come from spec sheets. It comes from every interaction, from the first email to the last onboarding call.
One of the best ways to build it? Educate. Show people what’s possible. Most buyers don’t need more features, they need more vision. Host the webinar. Write the honest blog post. Walk them through use cases that actually apply to their world.
And once they’re in, don’t vanish.
A responsive, human support experience is one of the most underrated competitive advantages in this space. If you want your customers to stick, you have to show up. Consistently. With real answers.
Your software might win them over. But how you show up is what keeps them around.
The Evolution of the Digital Signage Software Industry
This industry doesn’t sit still. Screens are getting smarter. Expectations are getting higher. And buyers aren’t just shopping for what works now—they’re betting on what will still work two years from now.
If your product can’t keep up, it’s already behind.
AV and IT decision-makers know the pace of change. They’ve lived through bad rollouts, outdated platforms, and vendors who stopped updating after version 2.0. They’re not just buying software. They’re buying confidence that you’ll evolve with them.
To earn that confidence, you need to show:
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A real roadmap, not just vague promises
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A willingness to integrate new tech like AI, automation, and data analytics
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A commitment to helping them anticipate change, not just react to it
Buyers want content that’s smarter, faster, and more relevant. They want systems that can auto-adjust, self-optimize, and spit out useful insights without a six-step export process. They want to spend less time managing their network and more time benefiting from it.
If your software helps them do that—and you can prove it—you’re not just a vendor. You’re a partner in keeping them ahead of the curve.
That’s where the long-term wins happen.
Final Thought: The Best Product Doesn’t Always Win
Being product-driven is a good thing. But it’s not the whole game.
In this industry, the best software doesn’t always come out on top. Sometimes buyers choose the cheapest option, or stick with a vendor they already know, or get distracted by bells and whistles that won’t actually help them.
That’s the reality. You can either fight it or learn how to work with it.
Success comes from more than good code. It comes from understanding what buyers actually care about, building trust at every step, and making sure your product shows up when it counts. It means staying sharp, staying relevant, and making it easy for people to say yes.
The product still matters. But the way you sell it, support it, and frame it—that’s what turns a good tool into a smart business decision.
This isn’t about being the flashiest. It’s about being the right fit. If you can do that consistently, you won’t just win more deals. You’ll build a reputation that lasts.
FAQ
What is the most important factor when selling digital signage software?
While a well-designed product is essential, understanding the buyer’s perspective is key to success. Buyers prioritize problem-solving, budget fit, and workflow design over technical features. Tailoring your pitch to emphasize how your software meets their specific needs—whether through ease of use, cost-effectiveness, or long-term savings—is crucial for winning over clients.
How can I build trust with buyers in the digital signage software industry?
Building trust requires more than showcasing the technical merits of your product. Buyers need to feel secure that your software will deliver on promises and that your company will provide ongoing support. Establish trust by listening to their concerns, offering transparent communication, and demonstrating genuine commitment to solving their challenges. Building strong relationships can often outweigh product superiority in decision-making.
How do I handle situations where price is a bigger concern than product quality?
In budget-constrained environments, price may outweigh product quality. To compete in these scenarios, focus on highlighting long-term savings, efficiency gains, and reduced risk associated with your software. Consider offering flexible pricing models, such as discounts for long-term commitments or bundled services, to make your product more appealing without compromising on value.
