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Benchmarks Report

How software agencies communicate with customers: sales process BENCHMARKS

Being a buyer of digital services has taught me a lot about selling software services.

Between 2019 and 2022 I’ve been involved in 6 projects that required talking with providers of software development and digital services.

All the data and information included in this report comes from having personally interacted with 124 different companies, from 25 countries, in a context where they were trying to sell their services.

I’ve analysed everything I received from these companies:

↳ emails
↳ meeting notes from calls
↳ sales decks
↳ rate cards
↳ projects estimations and budgets

All data and information was broken down to measurable attributes and variables which describe the sales process, to give you meaningful benchmarks.

You can use these to compare against your current performance, to inspire your team to look for improvements or just to feel good about doing better than your competition.

This is for

_Software development agencies from Central & Eastern Europe

Who will benefit the most from it



The price you have to pay is 1 minute of your time

How can I get it?

Who needs this? Why now?

For many years, a vast majority of outsourcing companies have used the “pick us, we have low rates” argument to convince customers and win projects.

As quality delivered increased, costs have also gone up and this pricing strategy is less and less feasible.

Success for software development companies doesn’t come only from mastering the delivery and technical aspects of the business.

It also requires a structured and disciplined approach for their commercial side of the business.

Benchmarks can serve as a critical input in this quest for improving the sales and pricing process.

We hope you find the data included in this report useful.

“Manu’s approach incorporates his understanding of behavioural economics, psychology, and history coupled with his real-world experience within the Boardroom at strategic planning sessions and in face-to-face interactions with customers and clients. He’s able to dig into the finest details while simultaneously maintaining an acute awareness of the strategic needs of a business.”

Merrick Levene

President, Ontario Die International

“Working with Manu has really helped us take our pricing to the next level. After 5 years of being in business, we were surprised to discover so many new insights about our customers and market. Working with Manu was more than a pricing project, it was a very thorough business analysis and strategy planning.”

Xenia Muntean

Co-founder & CEO, Planable

“Emanuel is an expert in the field. His processes and knowledge helped us better understand our product, what our customers want from us, and how we should build our features. His program is a must-have for any startup striving for greatness – sooner you start it, better.”

Josip Begić

CEO, Lebesgue

“We’ve had an outstanding collaboration with Soft Fight. Their team of experts has consistently provided us with invaluable guidance, enabling us to make informed decisions about pricing for both our current projects and future endeavours.”

Mihai Coros

Co-founder, Infiniswiss