Friday, September 16, 2011

Fud Buster Friday #68: That "Product" is Dead

Stick any name you want, any product, any solution, to that title above, it makes no difference to me and should not to you either if you are in sales of any sort or responsible for a product of any sort.

Why doesn't it matter? Because how you reply to this question is the key.

Many answers exist on how to counter this, but here are some basics to remember.

1) Discuss with the naysayer the future road map or plans/designs or just about anything available. It is hard to continue to claim this after seeing or hearing about the plans. Yet some persist.

2) Find the internal people responsible for the product and have them call the client or someone of similar knowledge and ability.

3) If possible, do a hands on test or demo because seeing is believing, but having them do it for themselves is worth 1,000 times more. Just be there in case they need help with anything.

4) Other customer examples are helpful, especially if you know the customers or can arrange communications between the two parties.

5) Have them attend an event or conference and introduce them to key people. Everyone wants to feel special and it will usually rub off on their perspectives.

6) Try to keep emotion out of it, hard as it may be, but stick to the facts and pursue an unbiased discussion. Discussing alternative products or solutions is not a bad thing. However, know what you are talking about.

7) Don't lie. I repeat never lie about anything if you are trying to persuade someone to change their point of view.

8) Use The Force. Choose your words carefully and use inflections or speaking tactics to draw attention and get them interested. Don't just ramble on reciting information like you are reading the phone book.

9) The Godfather Deal. Make them an offer they can't refuse. Just kidding.

10) Talk about how the product can help them or their customers, use their own examples or businesses, customize the discussion to them. Again, making them feel special goes a long way to getting your point heard.

Don't forget to ask why they say this.  Push for reasons. Did someone tell them this? Did they read it someplace? Hear it on a podcast? Saw a Tweet? Discussion on G+?

The answer to this question also might give you a lead where to look for more information or push your PR.

Remember the person's last reason is the most important one to them.

The others are just smoke and mirrors although also sometimes valid. 

If they still will not change their mind, you have at least tried to do more than the usual steps but can feel you tried.

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