how product managers can talk with their sales teams

33
@kdsasser Engaging the Sales Team for Better Discovery & Validation ProductCamp Atlanta “The Ocho”

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Presentation given at ProductCamp '14 on How to Engage With Your Sales Team for Better Product Discovery and Validation

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Page 1: How Product Managers can talk with their sales teams

@kdsasser

Engaging the Sales Team for Better Discovery & Validation

ProductCamp Atlanta “The Ocho”

Page 2: How Product Managers can talk with their sales teams

@kdsasser

What the Sales Manager Said…

Page 3: How Product Managers can talk with their sales teams

@kdsasser

…Sure, I will send an email to the team and get you some feedback…

Page 4: How Product Managers can talk with their sales teams

@kdsasser

From: Sales ManagerTo: Sales TeamSubject: Weekly Update

Ok team, we are 3 deals away from making our goal, on our next forecast call, everyone needs to be ready to do a deep dive.

Also, the Product Management Team is looking for feedback from the field, email me if you have any.

Sincerely,

Page 5: How Product Managers can talk with their sales teams

@kdsasser

What the Sales Team Sees…

Page 6: How Product Managers can talk with their sales teams

@kdsasser

From: Sales ManagerTo: Sales TeamSubject: Weekly Update

Ok team, we are 3 deals away from making our goal, on our next forecast call, everyone needs to be ready to do a deep dive.

Also, the Product Management Team is looking for feedback from the field, email me if you have any.

Sincerely,

This Pays My Bills

Page 7: How Product Managers can talk with their sales teams

@kdsasser

From: Sales ManagerTo: Sales TeamSubject: Weekly Update

Ok team, we are 3 deals away from making our goal, on our next forecast call, everyone needs to be ready to do a deep dive.

Also, the Product Management Team is looking for feedback from the field, email me if you have any.

Sincerely,

Work I do not get paid to do

Page 8: How Product Managers can talk with their sales teams

@kdsasser

The World of the Sales Team

Page 9: How Product Managers can talk with their sales teams

@kdsasser

The World of the Sales Team

Quota Everything Else

Page 10: How Product Managers can talk with their sales teams

@kdsasser

“People will only do, what they can’t, can’t do”

David EckoffProductCamp Atlanta Seven

Top Rated Speaker

Page 11: How Product Managers can talk with their sales teams

@kdsasser

The Critical PathProspectin

g

Needs Analysis

Qualifying

Presenting

Negotiating

Closing

Page 12: How Product Managers can talk with their sales teams

@kdsasser

Before You Talk to Sales People…..

Page 13: How Product Managers can talk with their sales teams

@kdsasser

60% to 65% of Sales People…. Do Not Belong in Sales.

Page 14: How Product Managers can talk with their sales teams

@kdsasser

80% of Your Revenue is Most Likely Coming from 20% of Your Sales Team.

Page 15: How Product Managers can talk with their sales teams

@kdsasser

Unfortunately, it’s the underperformers who will yell the loudest about product features.

Page 16: How Product Managers can talk with their sales teams

@kdsasser

The Whipping Post

• Didn’t Learn the Requirements• Gave a Generic Presentation• Did Not Engage With the Prospect• Had Poor Follow Up

Page 17: How Product Managers can talk with their sales teams

@kdsasser

The Whipping Post

“Why Did We Lose?”

“Our product lacked the widget feature”

Page 18: How Product Managers can talk with their sales teams

@kdsasser

Filter Your Input

Talk to the Reps Who Are:• Methodical• Consistent Sales Performer• Able to articulate – Where You Win– With Whom You Win– Why You Win – Why You Lose

Page 19: How Product Managers can talk with their sales teams

@kdsasser

Quick Test

How do you start your demos?

Page 20: How Product Managers can talk with their sales teams

@kdsasser

Quick Test

BAD ANSWERS• We have a script• I just start talking• I start with an deep dive

overview of our company

GOOD ANSWERS• We confirm the prospect’s

objectives for the project.• We discuss how we helped

companies with similar objectives become successful

Page 21: How Product Managers can talk with their sales teams

@kdsasser

Engaging Your Sales Team

Page 22: How Product Managers can talk with their sales teams

@kdsasser

Product Strategy

@kdsasser

MarketIntelligence

Page 23: How Product Managers can talk with their sales teams

@kdsasser

Have One-On-One Sessions with Sales RepsWHEN POSSIBLE

Page 24: How Product Managers can talk with their sales teams

@kdsasser

The Critical PathProspectin

g

Needs Analysis

Qualifying

Presenting

Negotiating

Closing

Organize Your Conversations and Collaboration Around Key Sales Activities

Page 25: How Product Managers can talk with their sales teams

@kdsasser

Page 26: How Product Managers can talk with their sales teams

@kdsasser

The Critical PathProspectin

g

Needs Analysis

Qualifying

Presenting

Negotiating

Closing

Which role do you target in Prospecting?

Page 27: How Product Managers can talk with their sales teams

@kdsasser

The Critical PathProspectin

g

Needs Analysis

Qualifying

Presenting

Negotiating

Closing

What client needs make you feel good about our chances of winning?

Which needs make you run away from the deal?

Page 28: How Product Managers can talk with their sales teams

@kdsasser

The Critical PathProspectin

g

Needs Analysis

Qualifying

Presenting

Negotiating

Closing

What client needs make you feel good about our chances of winning?

Which needs make you run away from the deal?

Page 29: How Product Managers can talk with their sales teams

@kdsasser

The Critical PathProspectin

g

Needs Analysis

Qualifying

Presenting

Negotiating

Closing

What is the most engaging topic in your sales pitch?

Page 30: How Product Managers can talk with their sales teams

@kdsasser

Attend a Sales PresentationWHEN POSSIBLE

Page 31: How Product Managers can talk with their sales teams

@kdsasser

The Critical PathProspectin

g

Needs Analysis

Qualifying

Presenting

Negotiating

Closing

How often do you see our competitor’s pricing?

Page 32: How Product Managers can talk with their sales teams

@kdsasser

The Critical Path

Use Lost Accounts for Customer

Discovery

“Would we have won this account if we

had…”

Prospecting

Needs Analysis

Qualifying

Presenting

Negotiating

Closing

Page 33: How Product Managers can talk with their sales teams

@kdsasser

Engaging the Sales Team for Better Discovery & Validation

ProductCamp Atlanta “The Ocho”