Are your salespeople costing you revenue you should be winning by playing “feature and benefit BINGO?” The only way you would truly know is if you or your VP of sales is traveling and working in the market with your sales team. Feature and benefit BINGO is a game untrained salespeople play far too often. They “show up and then they throw up" all the features and benefits they can think of waiting for your buyer to jump up and yell"…BINGO….I get it….I figured out what problems you can solve for me…"
The CEO said…” Why can’t my salespeople sell new products” ? I hear this frustration from business leaders often. The assumption is the salespeople are not capable, but the reality is they can sell new products if they are provided a strong value proposition and sales tools that guide potential buyers through their buying journey. If your new product or service clearly provides four yes’s then it will not feel like pushing mud uphill during launch. However far too often new products are thrown over the wall from engineering and product management and sales are told …”just make it happen”.
The reality is you do not want your salespeople spending time figuring out how to sell the new product.
Salespeople follow the path of least resistance to revenue.
If your new product lacks a clear value proposition, sales tools designed for specific buyer personas, and a history of poorly launched products your launch may be doomed.
Equip your sales team to gain new product sales velocity by clearly understanding the problem you are solving for your buyers and the buying process and criteria they use to solve their problems.
How successful is your team with new product sales launch?
Does your new product offer a quick path to revenue or does it feel like pushing mud up hill for your sales team?
Can you afford to have your salespeople figuring out how to sell a new product while your core product sales suffer?
Are new product sales an Art or Science in your organization?