Resources > Articles

Ask the Experts: Do you have any tips for implementing market visits at my company?

Post Author
  • Stacey Weber is an author, speaker, and instructor for Pragmatic Institute, Inc. She has eight years previous experience using the Pragmatic Institute Framework to increase market focus and dramatically increase revenue in software companies. She now helps other companies reap those benefits through her role at Pragmatic Institute. Stacey is particularly interested in the dynamics of market-led organizations and the interactions between Product management and development. Contact Stacey at sweber@pragmaticmarketing.com

Ask the Experts: Do you have any tips for implementing market visits at my company?

Not only can market visits change your perspective, they can also change the focus of your product and your company. However, until you actually start doing them, there’s no way you can internalize the impact they will make on your life. While many of us are accustomed to sharing information that our clients want, market visits require us to come in and do the opposite of that, which can create some discomfort. The best way to overcome that discomfort is simply to dive in and do one. Here are some tips to help you get started.

Be clear about the types of people that you want to connect with and think about where you can find them. Do they attend the same conferences that you do? Do they post on the blogs that you read?

Initially, it may be easier to reach out to potentials rather than current customers. These are people in the market who aren’t yet leads in your system, but they are representative of the segment that you’re trying to reach. They look like your buyers or users but don’t have any preconceived ideas attached to your product or company.

Although you will want to spend some time preparing for your market visit, you really want to focus on being curious. Ask yourself, “What are the things that I don’t know?” The one question I like most is, why? Ask people why they do something a specific way. How is that working for them?

With potentials, you want to understand why they are not buying your product—and if they haven’t bought your product or a competitor’s product, what are they doing instead? Imagine the beauty of discovering this information early on. For example, if you learn that potentials want your product once you tell them about it, you can avoid doing any additional, expensive product development work and bring product marketing into the mix instead. Position your market visit as a conversation between somebody who knows a lot and somebody who’s really curious and wants to learn more. Once you conduct multiple market visits, you’ll begin to identify trends and find the things that are most important to focus on.

Author

  • Stacey Weber is an author, speaker, and instructor for Pragmatic Institute, Inc. She has eight years previous experience using the Pragmatic Institute Framework to increase market focus and dramatically increase revenue in software companies. She now helps other companies reap those benefits through her role at Pragmatic Institute. Stacey is particularly interested in the dynamics of market-led organizations and the interactions between Product management and development. Contact Stacey at sweber@pragmaticmarketing.com

Author:

Other Resources in this Series

Most Recent

Article

[Comprehensive Guide] Product Owner vs Product Manager

Learn how to separate the roles of product owner and product manager on Agile teams and uncover some common challenges with confusing these roles. Including a short primer on the Agile revolution.
Article

Use Scenarios are Stories That Provide Context

The problem with today’s user stories is that they aren’t interesting. And they aren’t stories. The solution is use scenarios. It’s a narrative. It explains the problem in the form of a real-life story.
Article

Benefits of Bundle Pricing

Bundle pricing is simply a strategy where services or products are packaged together for one (often reduced) price rather than priced separately. This article covers some benefits of bundle pricing followed by a system for getting started.
Article

A Quick Guide to Value-Based Pricing

Value-based pricing begins with knowing the customer’s willingness to pay based on the perceived value of your product. You can charge less than a customer’s willingness to pay, and they feel like they’ve received an
Article

What Is Captive Product Pricing 

If you’re looking for a simple answer, it’s this: captive product pricing is when consumers make a one-time purchase (usually a lower-priced core product) but are required to purchase accessories for the main product to

OTHER ArticleS

Article

[Comprehensive Guide] Product Owner vs Product Manager

Learn how to separate the roles of product owner and product manager on Agile teams and uncover some common challenges with confusing these roles. Including a short primer on the Agile revolution.
Article

Use Scenarios are Stories That Provide Context

The problem with today’s user stories is that they aren’t interesting. And they aren’t stories. The solution is use scenarios. It’s a narrative. It explains the problem in the form of a real-life story.

Sign up to stay up to date on the latest industry best practices.

Sign up to received invites to upcoming webinars, updates on our recent podcast episodes and the latest on industry best practices.

Training on Your Schedule

Fill out the form today and our sales team will help you schedule your private Pragmatic training today.

Subscribe

Subscribe

Training on Your Schedule

Fill out the form today and our sales team will help you schedule your private Pragmatic training today.

First Name*
Last Name*
Email Address*
Phone
Company
Job Title
Location
How can we help you?
Preferred method of contact
Privacy Policy*
Map Your Message to Its Audience with the Communication Compass
Map Your Message to Its Audience with the Communication Compass
Ensure your message hits the mark. This eBook helps you visually map communication styles so you can tailor your design story to a stakeholder or business partner.

Download Ebook

Demystifying Data Projects: A Guide for Business Leaders
While data science is a competitive advantage, data isn’t magic. Learn how to make magic happen by partnering more effectively with data professionals. This eBook delves into types of data projects, sample questions, tools and methods, key points and cautions—so stakeholders like you can initiate data projects with real business impact.

Download Ebook

Define Ebook Thumbnail
What’s the difference between a successful data analysis project and one that falls flat? 

Before you begin working with the data, you need to understand what you’re solving for. Gathering context and aligning around goals with your stakeholders from the outset will help you avoid disconnects and deliver actionable insights. Discover the most vital questions to ask before embarking on a data analysis project in our in-depth guide, “Define: Laying the Foundation for Successful Data Analysis.”

Download Ebook

Download Now