Everyone at SaaS should have the ability to transfer product value!

Editor’s note: This article is from WeChat public account “Figure operation” (ID: saasope) , author Yuan Lin Tutu.

1, Foreword

Everyone at SaaS should have the ability to transfer product value!

  • For the product manager, if you can imagine how the sales class will introduce the customer in the product design stage, the idea and value of the product will be clearer.

  • For the marketing team, if you can imagine how the sales class will introduce the customer in the promotion stage, then the promotion ideas and target groups will be more clear.

  • ……

As a PMM, customers often come to visit with sales, and they have to do a lot of sales and empowerment work. Over time, there are some insights into how sales can be passed on product value.

Second, 5 ​​minutes to build trust three elements

Business cooperation, trust first.

The establishment of the foundation of trust is often established in the first five minutes of the first visit. Can it be a single, it depends on whether the five-minute sales can accurately convey the three elements of “product + company + personal” trust.

  • The main modules and core values ​​of the product, is there a possibility to accurately match the user’s needs?

  • The company’s strength and culture.

  • Is the professional image and language expression professional, is it a consultant or a salesman?

Three, ambiguous customer case = lose order

A full-fledged LOGO wall is the material that all market departments will prepare for sales, but customers are often not intimidated by your LOGO wall, they will find out the relevant (industry, model, etc.) case If you dig deeper, you will have the question “How did XXX do it?”

If your answer is: “This customer is not signed by me, I will go back and ask.” It is like a blind date girl asking if you will be an individual.The man who posted it, as a result, you told her to drink more hot water. Even if sales cannot grasp the situation of each customer, key cases in major industries must be kept in mind.

If your answer is: “This customer is not signed by me, but I can give you a general introduction.” Or “XXX is also a typical case like this, it may be closer to your needs, I can introduce in detail “You can maintain the professional image of sales classmates and further guide customers to establish reasonable expectations.”

Four, is a scorpion is a horse, look at the Demo to know

Demo demo of blank data, wrong product demo, basically bid farewell to the win.

Enterprise users are not like individual users, especially companies with a certain amount of volume, and it is very likely that they will not be familiar with the product in advance. The way they are used to is to call several suppliers to demonstrate the product and then bid. So the Demo demo is very likely to be the first time a customer knows about your product, and the effect is very important.

5, Avoid misunderstandings of product introduction

Miscellaneous 1: The product is “too cooked”

Product introduction, in essence, is to let users establish basic awareness and let customers generate the impression that “your product can meet my needs.” Many new sales focus too much on the product itself. For example, if the customer is still unclear about PV/UV, he will start to talk about the technical advantages of non-buried points according to the speech. Good product introductions should dig deep into user needs, combine scenarios, and use case studies to support.

Misunder 2: Excessive attention to the case itself

Customer cases are the best way to deliver product value, but many sales students may forget that they are trying to get the impression of the customer: “A can use, we can.” Always remember to dig deep into customer needs and let him have empathy.

In addition, the customer case is the specific landing of the company’s product solutions, so in the case introduction process, you should also remember to extend the summary. It is the ultimate goal of the case introduction to refine the commonality of the industry and guide the complete set of solutions. This will also help to establish a more professional image for sales.

Six, some tips for speeches

  • Be a rhythm when speaking, where is the key point, to emphasize. There is a phased summary, to stop.

  • Multiple interactions to give customers a sense of engagement.

  • Speech information is more than twice the amount of PPT information.

  • Note the time.

Finally, return to the old line of the market. SaaS’s marketing department must be builtEstablish a complete content library and sales training mechanism. The materials appearing in the above process need to be prepared. At the same time, do adequate training to enable sales to understand: product logic / company culture / user scenarios / customer stories.

The law is above, then it is one of them. If the law is one of them, then it will be the next. A large amount of information input, it is possible to let the sales of the heart sum up a set of better value transfer methods, gradually fixed in practice, and empowered to other sales.