Focus on the buying cycle, not the selling cycle

Db_glenros Sales methods abound that focus on the selling process. AIDA: Awareness, Interest, Decision, Action. ABC: Always Be Closing (famously heard in Glengarry Glen Ross). The selling cycle goes from awareness to leads to presentation to evaluation to close to (hopefully) a satisfied customer. Marketing departments don't need to "push the product" or "create the need" when they start with a product that people want to buy. "The organization must learn to think of itself not as producing goods or services, but as buying customers, as doing the things that will make people want to do business with it."--Theodore Levitt, "Marketing Myopia," Harvard Business Review, 1960 What are the things that make people want to do business with you? 1. Create a remarkable product that solves a real problem 2. Tell potential customers that you've solved the problem And then selling moves from pushing and pitching to configuration and negotiation. Better, don't you think?
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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