Positioning beyond the product: Think relationship — On Product Management
When your buyers are looking at products, they think very little about product features. They think mostly about their goals and problems, and how you can help them. They think about the risk of failure and the probability of success. When they check your references, they are not just asking about whether your product works as advertised. They want to talk with people who have been in their shoes and been successful because of a relationship with your company.
How often do you hear "the reason we won is because of the sales relationship"? The real reason: the vendor relationship.
Another fine piece by Alan on buyers and their behavior.
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