I had an interesting discussion with a client recently debating the ideal approach for a cold call presenting a new product to a targeted group of potential customers.
The debate stemmed from the positioning of a value proposition within the call, and the depth to which we need to probe, profile and analyze needs before making a presentation of said new product.
I’m a big proponent of the SPIN Selling methodologies, and firmly beleive in the adage that people value information they ask for more than information they don’t ask for. Especially in the world of a complex sale. Conversely, in highly commoditized products or relatively simple sales a more transactional model can work. And we see this in spades in the B2C space.
In the context of my recent debate, my client clearly had a better mousetrap. These mousetraps have existed for years. The vast majority of customers large and small are generally accustomed to hearing about mousetraps. A significant portion of my client’s business is in mousetraps, along with mousetrap parts, service, accessories, and a vast variety of cheeses. I’m taking the mousetrap analogy too far.
Given the mousetrap’s maturity, my client’s prescribed approach was to follow a traditional transactional method, where we focus on highlighting the competitive differentiators and advantages of the new and improved mousetrap. Essentially, go in, show off the new mousetrap, and point to the bells and whistles.
At first, this approach seemed logical given the relative simplicity of the product and the general level of familiarity with the type of solution. And in truth, the product/feature approach is all-too-common in other similar product pitches. But something didn’t sit right with me. The entire approach seemed based on the maturity of product, rather than of the customers themselves. The product-focus completely essentially discounts or ignores the potential customer’s perspective.
How does this product-driven approach work for those who’ve never had issues with mice? If the whole idea of a mousetrap is meaningless to them, what value are we brining in talking about the next best thing in mousetraps? For net-new mousetrap consumers, a product-driven approach only creates intrusion, nuissance and frustration.
Shouldn’t we be considering the maturity of the individual buyers themselves first, regarless of where the product sits in its grand lifecycle?