{"id":1547,"date":"2025-10-22T06:01:29","date_gmt":"2025-10-22T06:01:29","guid":{"rendered":"https:\/\/platforms.worldpay-bsh.securedataplatform.com\/en\/?p=1547"},"modified":"2025-10-27T07:54:04","modified_gmt":"2025-10-27T07:54:04","slug":"how-todays-top-software-companies-sell-embedded-payments","status":"publish","type":"post","link":"https:\/\/platforms.worldpay-bsh.securedataplatform.com\/en\/blog\/how-todays-top-software-companies-sell-embedded-payments\/","title":{"rendered":"How today\u2019s top software companies sell Embedded Payments\u00a0"},"content":{"rendered":"
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As a software provider, you\u2019re likely offering payments to your customers through your platform or are strongly considering it due to the well-known advantages to your customer experience, revenue potential, and more.   <\/p>\n\n\n\n

According to Bain & Company<\/a>, it is expected that revenue generated from embedded B2B payments in platforms will reach $6.7 million in 2026, a significant increase from $1.9 million in 2021. You may also be aware that 80% of business owners reported that accepting multiple payment types is critical to their success<\/a> and one out of every five businesses would switch software providers to be able to accept all the payment types their customers are looking for today, such as card present, card not present, digital wallets, tap to pay, and more.   <\/p>\n\n\n\n

Investing in an Embedded Payments partnership that can provide you with the technology, create the unified and frictionless payments experience your customers want and your business needs, and maximise the revenue generating opportunity at hand is a business necessity. But success is anchored to your ability to sell your new payments offering.  <\/p>\n\n\n\n

So, how are today\u2019s software companies tackling the task? <\/p>\n\n\n\n

The journey begins with a compelling value proposition<\/h2>\n\n\n\n

Whether you\u2019re selling your payments feature functionality to a new customer or your existing software user base, it makes no difference, you\u2019ll need a compelling value proposition that articulates how payments compliment your software platform and your customers\u2019 operation. For a sneak peek at the Worldpay value proposition to get your creative ideas flowing, check out this blog post on how SaaS providers can promote Embedded Payments.<\/a>  <\/p>\n\n\n\n

When it comes to a value proposition, one size fits all (or even most) does not apply. You\u2019ll need to tailor your value proposition to your distinct customer segments.   <\/p>\n\n\n\n

At the very highest level, you\u2019ll want to think about crafting two value propositions: one for net new customers and another for existing software users and ensure they are centered around the Embedded Payments partnership model you\u2019ve selected. However, it is possible you\u2019ll have to go one to two layers deeper particularly when tackling your existing user base.  <\/p>\n\n\n\n

Depending on where you are in your payments journey, it\u2019s possible that some of your current software users may be on a legacy payments platform of yours. It\u2019s equally as plausible that some of them are unintegrated, meaning they don\u2019t offer any kind of payments experience to their end consumer or maybe they leverage a platform outside of your software ecosystem. The benefits and positioning that resonate with these customer subsets vastly differ.  <\/p>\n\n\n\n

Similarly, the size of your customers may vary, which would impact your value proposition too. What resonates with a company that focuses on small and medium size businesses (SMBs) varies significantly from an organisation that goes upstream from SMB to midmarket to Enterprise. Therefore, it\u2019s critical to craft compelling value propositions that resonate with each one of your customer segments.  <\/p>\n\n\n\n

Selling Embedded Payments to net new software users<\/h2>\n\n\n\n

When it comes to selling payments to new customers, bundling the value of payments within your software sell is a recommended approach. Don\u2019t be afraid to couple your payments offering with your software feature functionality set. This approach and mentality allow you to create a single selling motion for your sales force, which can maximise the attachment rate of payments. When you sell your software to a prospect and explicitly name payments as a core feature of your software, you eliminate the need to revisit that customer later and sell payments separately, creating another buying decision. A single selling motion creates an optimal sales process for your internal teams and experience for your prospects.  <\/p>\n\n\n\n

If this is the first time that you\u2019re bringing payments in house and making it a core software feature, you\u2019ll also want to consider how you\u2019ll get your sales force up to speed on payments. To battle the steep curve, a learning and development team, hiring a tenured payments leader, or aligning with an Embedded Payments partner with in-house experts, like Worldpay, is an important consideration.  <\/p>\n\n\n\n

Selling Embedded Payments to existing customers<\/h2>\n\n\n\n

Selling payments to your existing software user base can take many forms. You may want to co-sell, upsell, or take a more operational approach, and migrate your entire back-book of customers off your legacy platform and onto your new Embedded Payments platform eliminating the need for a sale all together.  <\/p>\n\n\n\n

No matter what path you choose, a well-defined value proposition, segmentation plan, and sales strategy will be instrumental in your success. Similarly, your success hinges on your ability to ground yourself and take an honest look at your internal resources, capabilities, and goals to launch, sell, and market Embedded Payments.  <\/p>\n\n\n\n

An experienced Embedded Payments partner that is committed to your success can help here too, particularly as it relates to strategy optimisation, best practices, considerations, and planning.  <\/p>\n\n\n\n

Sales enablement tools for your toolkit<\/h2>\n\n\n\n

Here are a few enablement ideas for software companies to explore and create to support your unique sales strategy: <\/p>\n\n\n

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\n Case Studies\n \n \n \n <\/svg>\n <\/h4>\n
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Create case studies highlighting customer success stories centered around your software and payments feature.<\/p>\n\n<\/div>\n <\/div>\n<\/div>\n\n\n

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\n Blogs\n \n \n \n <\/svg>\n <\/h4>\n
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Publish blog posts that solve customer problems or answer questions and serve them up to your new and existing customers.  <\/p>\n\n<\/div>\n <\/div>\n<\/div>\n\n\n

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\n Email campaign\n \n \n \n <\/svg>\n <\/h4>\n
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Craft a sales sequence about the benefits of your software and payments feature and send it to new leads and existing customers. A great next step is to follow-up with a call from your sales and customer success teams.  <\/p>\n\n<\/div>\n <\/div>\n<\/div>\n\n\n

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\n Battlecards\n \n \n \n <\/svg>\n <\/h4>\n
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Create battlecards to help your sales force get up to speed on your competitors and how they stack up against your product and features. This enablement tool can help your sales team overcome prospect and customer hesitation and properly articulate what makes your software unique.  <\/p>\n\n<\/div>\n <\/div>\n<\/div>\n\n\n

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\n Explainer videos\n \n \n \n <\/svg>\n <\/h4>\n
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Produce and publish a product explainer video to visually and creatively explain your software and core feature functionality set, including payments. Looking for inspiration? Check out our explainer video<\/a>. <\/p>\n\n<\/div>\n <\/div>\n<\/div>\n\n\n

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\n Social media\n \n \n \n <\/svg>\n <\/h4>\n
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Do your current customers follow you on social media? Or do a lot of your prospective customers spend time on platforms like LinkedIn, Facebook, X, TikTok or Instagram? Create top-of-the-funnel content and publish on social media to introduce your audience to your software and new feature functionality: Embedded Payments.  <\/p>\n\n<\/div>\n <\/div>\n<\/div>\n\n\n

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\n Sales scripts\n \n \n \n <\/svg>\n <\/h4>\n
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If selling your software and payments is a new muscle creating sales scripts for your sales team to follow allows them to share all relevant information about your solution accurately and appropriately.  <\/p>\n\n<\/div>\n <\/div>\n<\/div>\n\n\n

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\n Looking for more sales and marketing content ideas?\n \n \n \n <\/svg>\n <\/h4>\n
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All of our partners get access to a robust content library to help simplify the sales and marketing process. Read our 7-step guide to successfully launching embedded payments <\/a>to your customers.<\/p>\n\n<\/div>\n <\/div>\n<\/div>\n\n<\/div>\n\n\n\n

Leveraging an Embedded Payments partnership to help you sell more software<\/h2>\n\n\n\n

The possibilities with payments are endless, but victory hinges on your ability to attach payments to your software offering and drive adoption with your software users. While no small feat, it\u2019s not impossible. Although, it does require dedicated resources and a particular skill set.  <\/p>\n\n\n\n

Worldpay for Platforms provides the industry-leading software providers payments solution consulting from payments veterans to ensure they\u2019re set up for success and achieving their software goals. For some this may take the form of sales strategy.  <\/p>\n\n\n\n

Additionally, the Partner Success team can help you monetise your payment services efficiently with\u00a0configurable payment processing fees<\/a>\u00a0to ensure you are squeezing every available ounce of opportunity out of your Embedded Payments investment to meet your goals.\u00a0\u00a0<\/p>\n\n\n\n

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Request a Demo<\/h2>\n\n\n\n

Request a demo with our team and we\u2019ll show you how Worldpay for Platforms will go to work for you and your organisation.<\/p>\n\n<\/div>\n<\/div>\n\n\n

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Get in touch<\/a><\/div>\n<\/div>\n\n<\/div>\n<\/div>\n\n<\/div>\n<\/div>\n<\/div><\/div>\n\n<\/div>\n <\/div>\n
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\n Table of Contents\n <\/p>\n

\n \n 01\n <\/span>\n The journey begins with a compelling value proposition\n \n <\/span>\n <\/a>\n \n 02\n <\/span>\n Selling Embedded Payments to net new software users\n \n <\/span>\n <\/a>\n \n 03\n <\/span>\n Selling Embedded Payments to existing customers\n \n <\/span>\n <\/a>\n \n 04\n <\/span>\n Sales enablement tools for your toolkit\n \n <\/span>\n <\/a>\n \n 05\n <\/span>\n Leveraging an Embedded Payments partnership to help you sell more software\n \n <\/span>\n <\/a>\n <\/div>\n <\/div>\n
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Share:<\/p>\n

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