The question your customer is asking of you is:
How does your product help me put butts in seats?
All future conversations emanate from this point. Your answer needs to be crystal clear as to how your product solves their business issues. Solving these issues might or might not include 3rd party products and services but that’s immaterial. It’s immaterial because your customer doesn’t care. They care only about whether or not your product is the right fit and can you enable them.
Technical organizations are notorious for making the mistake of starting product education with a technical dissertation centering on architecture and installation caveats. To make an accurate assessment of where training should begin, use the questions below.
Why is the customer interested in this product?
What is he trying to accomplish by deploying this product?
Who is the decision maker for this purchase?
Incorporating the answers of these questions into training accomplishes a number of things. First, it tightens the scope of what the educational event will convey. Next, it proves to the prospect that the product operates as advertised in their environment. Third, it establishes you as a trusted advisor.
The net benefit of this approach is the creation of a welcoming environment for your sales team to walk into. The creation of this environment is a culmination of speaking the customer’s language and providing them with the know-how to intelligently evaluate the product. This culminates with presenting the sales channel with a relevant platform to address the customer from.
Posted by Amin on 11.24.2009 at 2:37pm Tags: elearning, learning, nurturing
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