Do great products sell themselves? Bill Stringer from Green Shoots Growth tells us they don’t.
Great products don’t sell themselves. Bill Stringer found this out very early in his engineering career, and has dedicated himself to educating other engineers on how to take great engineering products to market. Engineers believe products sell them selves and that sales and marketing is a fluffy waste of time. Bill tells us how he overcomes that perception.
There are a number of issues that generally need to be tackled, and Bill takes us through his approach to each one.
Engineers generally get hung up on the features of the product rather than the benefits they give customers
Work is needed to discover the value that customers will receive by using the product. Bill and his team undertake customer research, and he talks us through the techniques that can be very effective.
The Sales process is ill defined, inconsistent and often doesn’t work
Bill tells us about using process mapping to identify issues and gaps in the sales process, and how he develops a sales and marketing process that is equally as robust as the engineering processes that develop and build the product.