“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:
ü How many?
ü How often?
ü Pain points?
ü When needed?
ü Do nothing?
Critical Business Issues:
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.