An Opinion Paper by Michael Godfrey Andrews This article discusses the common error of ineffective salespeople -- the mistake of leading with the product, instead of solving the prospect’s business problem. It is all-too-common in the B2B software world – especially among startups or established companies that are launching new products. And it has gotten worse with the dramatic growth in the Software-as-a-Service (SaaS) market.
In a sales situation, there are two processes occurring simultaneously: the buying/selling process and the product evaluation process. It is critical to understand that the former must drive the latter. Most often, a prospect who is seriously considering purchasing will perform a structured product evaluation in the context of a formalized project in which business, functional and technical requirements have been defined.
You may want to read the complete article HERE.
In a sales situation, there are two processes occurring simultaneously: the buying/selling process and the product evaluation process. It is critical to understand that the former must drive the latter. Most often, a prospect who is seriously considering purchasing will perform a structured product evaluation in the context of a formalized project in which business, functional and technical requirements have been defined.
You may want to read the complete article HERE.
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