The person who tries it is one; the people who sign the contract are a whole group.
Enterprise software is weighed by many people, each asking something different. Sinh Vũ helps your product answer that whole group, starting from the product page and the sales materials.
Three things: one sentence that says what problem the product solves and for whom, a product page organized by reader, and a set of materials so the whole sales team says the same thing. These three give the person doing the evaluating enough to persuade everyone else in the company.
Lead with the customer's problem, then the features; put it at the top of the landing page and every document.
End users, department heads, executives and the person in charge of systems each find the part meant for them.
An intro deck, case studies and a proposal template, so the champion has something to carry into the room.
All of them are software for businesses, but the people evaluating differ, so what the brand needs to say differs too.
Their customersHeads of HR and executives, concerned with payroll, timekeeping and employee records.
Brand challengeShow that employee data is kept safe and that changing how people work won't disrupt the whole company.
Their customersSales directors and sales teams, who need to track customers and opportunities in one place.
Brand challengeShow the sales team the software helps them sell more, rather than adding one more data-entry chore.
Their customersMarketing heads and e-commerce business owners who want repetitive work done by machine.
Brand challengeTurn something you can't hold in your hand into an image, so buyers understand and remember it before the trial.
These are the places where enterprise software tends to stall mid-sale, even when the product is good.
Users ask whether it is easy to use, executives ask whether it is worth the investment, the systems owner asks whether it is secure; the website answers only one of them.
Split the product page and documents by reader role, each with one short answer and one piece of proof.
Start from this problemCustomers say to go with the established name to be safe, even though your software fits their process better.
Say plainly what the software does well for Vietnamese businesses: Vietnamese language, familiar ways of working, support on the spot.
Start from this problemCustomers sign up, see many menus and leave it there; the onboarding email is long and no one reads it.
A welcome screen that leads through the first steps, and onboarding emails split by each role's goals, in the same voice as the landing page.
Start from this problemThe sales team only says many businesses use it, with no specific story the champion can take to the boss.
Build a few case studies on one template: the problem before, the method, what changed; publish only with the customer's consent.
Start from this problemAt the Decide stage. The champion is sold, but has to persuade a few more people who weren't in the demo. They can only see the documents the champion brings back.
Touchpoints are the places where customers look at, read or use the product. You don't need to do everything at once. These five decide most of the impression on the people evaluating.
Customers read closely before they pick up the phone, and send the link to colleagues to look at together.
Users meet the brand here every day, so buttons, color and type have to be consistent across features.
Helps the whole sales team tell one story and gives the champion something to take into the room.
The first conversation after a customer signs up, deciding whether they stay or leave.
The slides and demo screens are the first time the whole buying group sees the product together.
Listed in the order to do them. Software that already sells stops at step two or three; software with its own product team goes all the way.
Settle who the product solves a problem for, and what sets it apart from familiar software.
A sentence that says what the product does, and one shared voice for the website, emails and documents.
A landing page and product pages organized by reader role.
An intro deck, case studies and a proposal template for the sales team.
When the product team grows: a digital design system so every new feature follows one look.
Sinh Vũ has not published an HR or CRM software project. The three below are closest: two marketing automation products sold to businesses, and a financial platform that had to persuade two sides.
EggFlow is a marketing automation platform for ecommerce sellers. Sinh Vũ built that software a living mark, an egg carrying a flow…
Hard-to-grasp marketing software: a name and an icon that tell how the product works, breaking away from the familiar tech blue.
GrowSteak is the first agency in Vietnam to reach HubSpot Platinum Partner status, selling B2B companies the hardest thing there is: sustainable growth…
A growth company carries the image of growth itself; the platform's partner certification is used as proof for the promise.
MFinance connects people with idle capital to people who need it for business, which means convincing two groups who look at money in opposite ways. Sinh Vũ built the positioning…
A platform that has to persuade two groups who see things differently: the frame keeps to the industry's rules, and only the signature elements get to be warm and individual.
The principles behind it
At minimum a home page that states the problem solved, a product page, pages by industry or by user role, case studies and a demo booking page. Reviewers often go straight to the data security and rollout pages, so these two should exist.
Don't compete on feature lists. Say plainly what Vietnamese businesses are struggling with that the software solves: language, familiar ways of working, support on the spot.
Open with the customer's problem, then how the software solves it, one specific case study and the next step. Everyone on the team uses the same version, changing only the examples to suit the customer's industry.
Only with the customer's consent; ask first and keep a record. If you don't have permission yet, you can tell the story by industry and size, or write a case study without names.
Yes. Enterprise software is used every day, so the interface is where the brand appears most. A digital design system keeps buttons, color and type consistent as features are added.
Keep it lean: positioning, a sentence that says what the product does, a landing page and a one-page document for the champion to carry upward. Do case studies once customers are really using it.
A few lines about the product, the buyers and where the sales cycle stalls is enough. Sinh Vũ reads it and replies within one working day.