Do you listen to your sales force?
One of the things that has made my past product launches successful is my willingness to listen to my sales team and then develop programs that addresses their concerns and the concerns of our customers.
Once you have interviewed your key customers, received their input and incorporated the appropriate feedback into your product or program, it is time to begin the internal sales mission. Your internal teams, primarily the sales force, will be your toughest customers.
- They know, or think they know, their customers better than anyone in the company.
- Their personal reputation is on the line every day when they meet with the customers. These teams are the ones that have to present the new product to the customers and persuade them to buy or try the product.
- If the sales personnel do not believe in the product, they will not put forth the effort necessary for success. You must convince the sales personnel of the value of this product.
The data, feedback, and endorsements from the key customers is a great way to do this. If they know the product owner (that’s YOU) has researched the market, discussed it with their customers, and incorporated at least some of the data, then they will be confident the customer will be interested. This confidence will increase their enthusiasm when presenting the product which will positively impact sales.