Launch into Success
5. Facilitate “how-to-sell” training. Most launch meetings are totally centered on the new offering—its capabilities, ordering processes and support. However, it’s also important to discuss how customers do things without your offering. Explore the difficulties caused by the current method and the business impact of these problems. Discuss positioning, questions to be asked and the logical next steps in the sales process.
Successful new product introductions require sales and marketing departments to work together prior to launch. Involve top sellers in beta site interviews to strengthen your value proposition. Get their input on what to include in diagnostic tools, the best structure for your templates and how to define good selling processes. Invite all salespeople to contribute competitive information and quickly disseminate it to others.
This makes all the difference between a new product’s smashing success and its descent into obscurity. Take the extra time to do it right and reap the benefits.
BY JILL KONRATH
Jill Konrath, author of “Selling to Big Companies,” is a recognized sales strategist in the highly competitive business-to-business market. A popular speaker at sales meetings, she helps her clients crack into corporate accounts, speed up their sales cycle and generate demand for their offering. Konrath publishes an industry-leading online newsletter and blog. To subscribe—and get a free Sales Call Planning Guide ($19.95 value)—visit www.sellingtobigcompanies.com. For information on sales training, call (651) 429-1922.