SEs Unique Value
Have you ever felt like you were tasked with selling something like this?
Watch the full Onion spoof. It is hilarious (and props for the special effects!).
http://www.theonion.com/content/video/apple_introduces_revolutionary
When you are speaking with a customer and you feel like this, you are either:
- Selling the product to an unqualified customer (defined as: outside the target market segment)
- Selling a product that does not meet a market demand
The scenario is almost always #1 (we hope). There isn’t much you can do about #2, but we recommend you switch the product you sell. So let’s only focus on #1.
Product Management is responsible for defining a persona, observing a need, and then solving that need. A persona is an extrapolation of themes observed in the market. It is fictitious by definition and will never perfectly match your customer.
The first implication for your role is that you provide value by helping Sales qualify. This means you assist in reviewing prospects for potential matches to your target business segment. The better you help determine fit, the quicker the sale can be closed.
But, what if you are in a position where you have a very limited customer list and product portfolio? The real value you bring is your ability to show the customer that your square peg fits into the round hole better than anyone else.
In essence, your true value lies in your ability to craft general market solutions to specific customers.
So next time you’re feeling a little down because the product doesn’t have the features you think it needs, come back to this post. Realize that this imperfection is what makes your ability so critical to your company. Finally, re-watch the video. Be thankful you don’t have to sell THAT thing!
