In the G-end industry, product managers are much more than just product design, they also need to play the role of “pre-sales experts” in the sales process, providing key support to the sales team. This article will explore how product managers can work closely with sales teams in the pre-sales phase to efficiently support sales.
Speaking of this product manager, although there is a “product” in his name, it seems that he just designs and designs products all day long. But in the G-end industry, they are not just designers, they also have to work part-time as a “pre-sales expert”.
No, as soon as the sales meet a customer who wants to learn more about the product, he will immediately call the product manager: “Hey, brother, come and support it!” ”
Therefore, the product manager has to hurry to give demonstrations and reports to customers, and also have to investigate customer needs.
This is done on the one hand to make it easier for sales to sell products, and on the other hand, it is also to collect some effective customer needs and make the products closer to the market.
However, when it comes to this research demand, it is actually a matter of pushing the boat along.
The real highlight is to assist sales in ordering.
After all, whether the product can be sold depends largely on whether the sales can explain the product clearly and effectively answer customer questions.
But the problem is that some sales are unwilling to spend time researching products. They prefer to engage in relationships with customers and get closer.
After 10 years of interaction design, why did I transfer to product manager?
After the real job transfer, I found that many jobs were still beyond my imagination. The work of a product manager is indeed more complicated. Theoretically, the work of a product manager includes all aspects of the product, from market research, user research, data analysis…
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As soon as they encounter customers who want to learn more about the product, they start to have a headache: “Oh, what’s going on with this product?” I don’t understand either! ”
Therefore, the only thing left to do is to call the product manager for support.
The product manager goes to do pre-sales support, and this project is in principle a relatively certain business opportunity, it depends on whether we can grasp it and persuade the customer.
Therefore, this kind of pre-sales support is particularly important, and the product manager can’t get it done, and there is a high probability that the sales will not work hard in the future.
So the question is: how can the product manager “act” this play with the sales brothers? How can I improve the winning rate of my project?
Sales apply before the sale, and the product manager is not a “takeaway brother” on call! You have to make a judgment to see if this pre-sales support is worth running and whether it can be effective.
So how to judge? There are a few tips:
- Look at the relationship between sales and customers:If the sales themselves have not seen many customers, then this kind of support request, you will be in vain if you go to the product manager! You have to let the sales themselves get acquainted with the customer first.
- See how much customers know about our products:If the customer doesn’t even know what our product is, then don’t you want to popularize science from scratch when you go to the product manager? It is best that the sales have briefly introduced the product to the customer, and then you go to answer the customer’s questions, so that you can get twice the result with half the effort!
- Whether it’s a business or technical department:If you go to meet the technical department, then the product manager may have to talk to them about some technical details, and the role may not be so great. So you have to see what the focus of this pre-sales support is, and then decide if it’s worth going.
- See whether you can see the leader or the grassroots clerk:If you can see the leader, the meaning is different! The needs of the leader are often more valuable to the product, so if you can meet the leader, then the product manager is more likely to get valuable feedback and needs!
It does not mean that product managers and sales can directly “start fighting” as soon as they meet customers. If you don’t communicate well and the two people do their own thing, you will definitely end up in a mess, and the sales may blame you for your inability.
This pre-sales support has to be cooperated, just like a badminton doubles match. You have to communicate with the sales first, who stands in front and who stands behind? Who is responsible for the opening remarks and who is responsible for the in-depth explanation? Who is in charge of attacking (asking questions) and who is in charge of defending (answering questions)?
Therefore, product managers and sales must discuss strategies and cooperate well.
In this way, when you go to meet customers, you can be orderly, introduce the product clearly, and answer customer doubts clearly. Only in this way can you improve the winning rate of the project!
1. First, a formal introduction
When you see a customer, you should ask the sales to help you make an introduction to the customer and give a little tout.
For example, “Zhang Chu, this is our company’s product manager xxx, who is responsible for xxx product design, and is our company’s product expert. ”
In this way, the customer will feel the importance of this meeting and will pay more attention to communication with you.
After all, people like to feel valued and respected! In this way, the next communication is not easy to be interrupted by other things.
Customers may also communicate with you more deeply and discuss some ideas with you that they are unwilling to communicate with sales.
2. Secondly, tacit mutual reminders or guidance
When you’re fully engaged in introducing your product to your customers, you may sometimes focus too much on the demo version of the product or make eye contact with a specific customer and ignore the reactions of other customers.
At this time, the sales brother has to act as your “stage manager”.
He has to help you pay close attention to the reactions of other customers, and once a customer has a wrong expression, starts to be distracted to do something else, or wants to ask a question, the sales brother has to quickly wink or whisper to remind you.
This is actually a side reminder to the customer, so that everyone can return to the matter of listening to you.
For example, if you are in the middle of an introduction and suddenly find that a customer has started playing with his mobile phone or answering the phone, the sales have to quickly interject: “Wang Gong, wait for a moment, and wait for Director Zhang to finish dealing with the matter at hand (or answer the phone) before continuing to introduce.” Then he had to turn his head and ask the customer: “Zhang Chu, what do you think of this function that Wang Gong just introduced?” ”
This not only gives you time to buffer, but also draws everyone’s attention back to the product introduction.
The reverse is the same, if the customer asks about business questions such as product quotations or trials, and the sales brother may be distracted or expect you to answer at this time, you have to quickly remind him: “Manager Li, this question involves business matters, or you can answer it.” ”
In this way, it not only reflects the professionalism of your team, but also avoids possible embarrassment and misunderstandings.
3. Again, cleverly connect “stubble” and “cake”
During the reporting process, there will always be various customer feedback, some may be challenges, some may be opportunities. It’s like playing table tennis, you have to be flexible with every flying “ball”.
There is a way to catch “stubble”
Some customers may have reservations about our products, or have their own preferences and considerations, or they may just not want to increase the workload to prevent this project purchase, so they will ask all kinds of tricky questions.
For example, “Your product runs on the Internet, data security is a problem, in case of data leakage, it will be troublesome.” ”
In the face of such “stubble”, you can’t back down or wait for sales to save the day.
You must take the initiative and give a professional and convincing explanation.
For example: “Director Wang, the question you asked is very critical.” We have made comprehensive considerations and designs in terms of data security, including encrypted transmission, access control, data backup and other measures. Moreover, our products have been successfully running in many places for a while and have been well received by customers. If you still have doubts, we can arrange for you to visit and investigate. ”
At this time, sales can take advantage of the situation: “Yes, Director Wang, we can arrange for you to go to the field to see the actual operation effect of the product.” You can rest assured that it is functional. ”
There is a way to receive “cake”
Of course, there will also be customers who express their support and recognition of our products. At this time, they may give some positive feedback or suggestions to promote the purchase of the product.
For example, “This software is really good, you also have cases, it is really suitable for us.” ”
In the face of such a “pie”, you and the sales must be keenly caught and responded quickly.
Sales can say: “Zhang Chu, thank you very much for your recognition and support. You see that the hospital is making a project plan now, why don’t we hurry up and put the report up? ”
You can say, “We can help you write the report, without any hassle.” ”
In this way, it not only expresses gratitude for customer support, but also promotes the progress of the project.
4. Finally, it should be a happy ending
The report is over, don’t think about buying tickets and going back, there are still things to be done.
At this time, the sales brother may start his business moves, and you, as a product manager, are naturally the best supporting role.
The sales brother may say something like this: “Li Chu, you and Wang Gong really met late today, and the conversation was so speculative.” You see, Wang Gong came all the way from XXX this time, do we have to do our best to be a landlord in the evening and take him to taste our special food, right? ”
At this time, you have to take advantage of the trend, take out your mobile phone, open WeChat, and say to Li Chu: “Li Chu, let’s add a WeChat, if you have any technical problems or need solution support in the future, you can find me at any time.” ”
When the addition is successful, don’t forget to post a self-introduction, such as: “Li Chuhao, I am Wang XXX, the product manager of XXX Company, responsible for XXX products.” If you have any questions, please feel free to contact me, 24 hours online for you. ”
This ending not only reflects your professionalism and service awareness, but also deepens the relationship with customers and lays a solid foundation for future cooperation.
