“Ok, let’s see… We
have our checklist for our upcoming product launch:
-
Website info – check!
-
Down-loadable collateral – check!
-
Competition comparison – check!
-
SWOT analysis – check!
-
Features and benefits – check!
-
Press release – check!
-
ROI calculator – check!
-
Product overview presentation – check!
-
Demo script – check!
-
Field sales training presentation – check!
-
…”
What’s missing from this list?
Discovery Documents – the list of questions and topics that
sales and presales people need to perform adequate Discovery for these new products. Far too often these documents are either
missing entirely – or are laughably light.
I once saw a set of “qualification questions” that was limited to “Are
you looking for a new ‘blank’ system?”
Discovery Documents that are useful for sales and presales people may need to include sets of
questions around the following four basic areas:
Demographics:
ü Who?
ü How many?
ü How often?
Problems/Reasons:
ü Pain points?
ü Workflow?
ü Needs/requirements?
Measurements:
ü Delta?
ü When needed?
ü Do nothing?
Critical Business Issues:
ü Why?
ü What’s driving this?
ü Who’s driving this?
And that’s just a starting point…!
Discovery is often where sales are won (or lost). Equipping the field with strong Discovery
Documents is an integral – and critical – piece of the new product launch.
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