Why Larger Non-Tech Companies Need More Hand-Holding with SaaS, And How to Deliver It

Whitney Elenbaas
Jun 16
2 min read

Updated: Jul 7

by Whitney Elenbaas

Many SaaS companies build with agility in mind—targeting early adopters, tech-native users, and companies that can "figure it out." But as SaaS adoption matures across industries, the real growth lies in selling to large, traditional, non-tech companies: healthcare networks, manufacturing giants, real estate firms, logistics providers, and more.

The challenge? These organizations aren't equipped to navigate fast-moving, self-serve SaaS models. They need more guidance, context, and support—and when they don’t get it, sales stall, adoption fails, and renewal risk skyrockets.

Why Non-Tech Enterprises Need More Support

Different Buyer Personas

Unlike tech-native teams, non-tech enterprises often lack in-house SaaS champions. IT may be fragmented, operations may be paper-based, and decision-makers may be unfamiliar with APIs, AI, or integrations.

Example Personas:

A Director of Operations at a regional logistics company still reliant on Excel
A VP of HR in a hospital who’s never used a SaaS onboarding platform

These aren't people looking for bells and whistles—they want clear outcomes and human guidance.

Complex Internal Structures

Larger companies often have:

Longer internal approval chains
Legal and compliance hurdles
Procurement teams that speak a different language than end users

Without tailored navigation, your deal gets buried.

Trust Over Tech

These buyers need to trust you before they trust your product. They’re not wooed by sleek UI alone—they want business cases, references, hand-holding, and a partner, not just a vendor.

What Hand-Holding Actually Looks Like

Discovery-Driven Demos

Skip the feature parade. Show up with context. Run demos based on their workflows, not your roadmap. Use industry-specific scenarios and real-world examples.

White Glove Onboarding

Instead of onboarding emails and 90-second videos, give them:

A named implementation manager
Role-based live training
Check-ins at 30, 60, and 90 days
Co-authored rollout plans

This ensures adoption is structured—not left to chance.

Custom Business Cases

Build the ROI story with them. Use their metrics. Show how your platform impacts their org chart, their P&L, and their KPIs.

Change Management Support

Give them:

Templates for internal buy-in decks
FAQs for skeptical users
Joint town halls or enablement sessions This isn’t about adoption tips—it’s about internal storytelling.

What It Gets You

Faster Sales Cycles: Clarity accelerates decision-making
Higher Conversion Rates: Trust drives movement
Stronger Renewals: Guided customers stay longer
Enterprise Expansion: Happy logos lead to wider adoption

SaaS Success Isn’t Just Product-Led—It’s People-Led

Selling SaaS into non-tech enterprises isn’t about simplifying your product—it’s about simplifying the path to value. The vendors who win will be those who meet customers where they are, guide them patiently, and commit to their success.

For more information or assistance implementing sales training or foundational sales tactics, please contact me at whitneyelenbaas@gmail.com or visit www.gemconsultingpro.com.