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.

via Positioning beyond the product: Think relationship — On Product Management.

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.


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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