"We're different, there's no-one else like us in the marketplace."
"As soon as people use our product, they'll want to buy."
"Our product is so good it sells itself."
When you're a marketer who works closely with companies in the SaaS/cloud technology space, you get used to hearing these phrases. Every emerging SaaS business is passionate about its product and convinced it has exactly what the market needs.
These businesses also buy into the widely accepted wisdom about the SaaS sales process, which goes something like this: it's much shorter and more transactional than traditional software sales, customers are ready to buy 'off the page' without the involvement of a salesperson, they just want to test out the product and then get started.
The result of this thinking is the ubiquity of the FREE TRIAL button.