Presentation given at ProductCamp '14 on How to Engage With Your Sales Team for Better Product Discovery and Validation

1. Engaging the Sales Team for Better
Discovery & Validation
@kdsasser
ProductCamp Atlanta “The Ocho”

2. @kdsasser
What the Sales Manager Said…

3. …Sure, I will send an email to the team and
@kdsasser
get you some feedback…

4. From: Sales Manager
To: Sales Team
Subject: Weekly Update
Ok team, we are 3 deals away from making our goal,
on our next forecast call, everyone needs to be
ready to do a deep dive.
Also, the Product Management Team is looking for
feedback from the field, email me if you have any.
Sincerely,
@kdsasser

5. @kdsasser
What the Sales Team Sees…

6. From: Sales Manager
To: Sales Team
Subject: Weekly Update
Ok team, we are 3 deals away from making our goal,
on our next forecast call, everyone needs to be
ready to do a deep dive.
Also, the Product Management Team is looking for
feedback from the field, email me if you have any.
Sincerely,
@kdsasser
This Pays My Bills

7. From: Sales Manager
To: Sales Team
Subject: Weekly Update
Ok team, we are 3 deals away from making our goal,
on our next forecast call, everyone needs to be
ready to do a deep dive.
Also, the Product Management Team is looking for
feedback from the field, email me if you have any.
Sincerely,
@kdsasser
Work I do not get paid to do

8. The World of the Sales Team
@kdsasser

9. The World of the Sales Team
Quota Everything Else
@kdsasser

10. “People will only do, what they
@kdsasser
can’t, can’t do”
David Eckoff
ProductCamp Atlanta Seven
Top Rated Speaker

11. @kdsasser
The Critical Path

12. Before You Talk to Sales People…..
@kdsasser

13. 60% to 65% of Sales People….
@kdsasser
Do Not Belong in Sales.

14. 80% of Your Revenue is Most Likely
Coming from 20% of Your Sales
@kdsasser
Team.

15. @kdsasser
Unfortunately, it’s the
underperformers who will yell the
loudest about product features.

16. @kdsasser
The Whipping Post
• Didn’t Learn the Requirements
• Gave a Generic Presentation
• Did Not Engage With the Prospect
• Had Poor Follow Up

17. @kdsasser
The Whipping Post
“Why Did We Lose?”
“Our product lacked the widget feature”

18. @kdsasser
Filter Your Input
Talk to the Reps Who Are:
• Methodical
• Consistent Sales Performer
• Able to articulate
– Where You Win
– With Whom You Win
– Why You Win
– Why You Lose

19. @kdsasser
Quick Test
How do you start your demos?

20. @kdsasser
Quick Test
BAD ANSWERS
• We have a script
• I just start talking
• I start with an deep dive
overview of our
company
GOOD ANSWERS
• We confirm the prospect’s
objectives for the project.
• We discuss how we helped
companies with similar
objectives become
successful

21. Engaging Your Sales Team
@kdsasser

22. Market
Intelligence
@kdsasser
Product
Strategy
@kdsasser

23. WHEN POSSIBLE
Have One-On-One Sessions with Sales Reps
@kdsasser

24. @kdsasser
The Critical Path
Organize Your
Conversations and
Collaboration Around
Key Sales Activities

25. @kdsasser

26. @kdsasser
The Critical Path
Which role do you
target in Prospecting?

27. @kdsasser
The Critical Path
What client needs
make you feel good
about our chances of
winning?
Which needs make
you run away from
the deal?

28. @kdsasser
The Critical Path
What client needs
make you feel good
about our chances of
winning?
Which needs make
you run away from
the deal?

29. @kdsasser
The Critical Path
What is the most
engaging topic in
your sales pitch?

30. WHEN POSSIBLE
Attend a Sales Presentation
@kdsasser

31. @kdsasser
The Critical Path
How often do you see
our competitor’s
pricing?

32. @kdsasser
The Critical Path
Use Lost Accounts
for Customer
Discovery
“Would we have won
this account if we
had…”

33. Engaging the Sales Team for Better
Discovery & Validation
@kdsasser
ProductCamp Atlanta “The Ocho”