And when your Product team becomes Marketing and SalesOn December 1, 2021 by blog-admin
Naturally, a product can have 3 major sales models: self-service, inside sales and field sales.
The same product can have different modules or plans where, in simpler plans, it can work in a self-service/inside sales model and, in more expensive plans, work in an inside sales/field sales model.
In the case of a more expensive module, you will hardly be able to sell it without first holding some meetings with a potential buyer.
However, when a product becomes cheaper and still has simple delivery, it is mostly sold by self-service and, to a lesser extent, by inside sales (after all, we want to reduce CAC as much as possible, don’t we?).
And that’s also where the product team comes in!
When we talk about a situation, where we have a simple and easy-to-deliver product, it is precisely the product team that is responsible for managing the dissemination, acquisition of new trials/users and conversion of new customers.
As the price of the product is low and its delivery is easy (there is no kind of adaptation with other systems or with the company’s management systems, for example), it is not worth having the costs of a marketing and sales team to take care of that part!
As the product team already understands everything about the solution, there’s nothing easier and logical than making them play this part, right?
Now it’s up to us to decide where to start.
The beginning of success
The beginning of success, of course, starts with building a product that solves a real pain in the market.
After having already validated such pain and having built something optimized for UX and UI in desktop, mobile, etc. (we’ll talk more about it now), it becomes essential to show the market that your product is there, ready to be used.
And how to do this? Publicizing, of course!
But, before disclosing, there is a simple, but big step that must be followed: building a storytelling .
I say simple because if you’ve done your research and validation paper well, chances are you’ve already got something ready for that.
Although a product without good storytelling cannot reach its maximum potential and, for that very reason, cannot scale, not everyone understands the importance of this step.
Many people think that putting a comparison of product features is the simplest way to build a storytelling, but they end up forgetting that features are not an end in themselves.
Well, features were created to solve problems, automate processes, in short, generate value for the person who is using them, right?
A matrix like this may be necessary, but it should never be the way you present to your customer the value generated by your product.
But how is this value generated? This is a question that needs to be clear in the minds of those who are thinking of buying your product. And it’s your duty to make that clear to that person.
Unlike the matrix above, which brings features that can be difficult to link together, a good story has fluidity and a sequence that seeks to draw all the lines between all points.
Less is more
Telling a story, especially about Blue World City, is a process that requires a lot of knowledge about the product and the target audience.
Knowing the product in depth is important to emphasize in the best possible way the value generated by all the features that the product has, those that stand out the most in the eyes of the consumer.
Knowing the consumer is important to, in addition to showing this value, have the perception and sensitivity to understand the type of language that should be used in the speech and, also, the length of such speech.
After all, nobody nowadays has time to read texts and texts that explain what a product was made for.
Take WhatsApp and Spotify as examples. While they’re not super complex software/apps to understand, they’ve done a great job of expressing the value they generate for their users.
Simple and straightforward!
If you believe you can do the same without forgetting the main purpose of your product, go for it! This is the way to go: less is more!
Simplicity is the key. In 3 very short sentences WhatsApp managed to describe everything it delivers in a fluid and direct way.
Spotify, on the other hand, decided to first use emotion as a trigger to awaken the public’s interest in its product.
Showing the world your value
Now that you’ve created an Oscar-worthy storytelling (yes, there are Oscars for better screenplays, did you know?), it’s time to spread the word and, more importantly, show that your storytelling is much more than just words thrown in the wind .
The most important thing here is to use all possible resources to put your “mouth on the trombone”.
Publicizing on social media, blogs and websites works very well for most cases, but if you really want to gain traction, there’s nothing better than using some growth hacks, for example, relying on the help of your own users to expand further your user base.
Offering general benefits, such as discounts or upgrades, to those who share your product and refer X friends to the trial, for example, can be something much more powerful than simply posting on social media.
In addition to being able to retain several users using this type of strategy, you, on top of that, get your base to grow a lot without having a very high cost.
Is it or is it not a win-win relationship?
keeping your word
Well, you’ve already said that your product does this and that, but how to ensure that your speech remains always true and also make it as obvious as possible to those who need to use such resources?
This is where what we call the onboarding process comes into play.
A well done onboarding is the main responsible for the loyalty of those who use your product.
Of course, there is a minority that cannot be convinced even by onboarding. These people are the ones who ended up misunderstanding the value proposition (remember I said that your storytelling needs to be clear and simple? yes, it will help you a lot to avoid this type of situation) of your product and thinking that it delivered a function that doesn’t actually deliver.
Unless you tailor your products to these people, this is an unbeatable case. They do not have the profile of their target audience and it is good that they do not spend too much time on your product, as they will have their expectations frustrated anyway and can become detractors if they have invested a lot (time or money) to understand that they were in place wrong.
The first point mentioned in one of the intercom blog posts is to really continue to understand your consumer/user. Identify the must-have experiences that keep your new and older users coming back to use your product, and then deliver them to your new customers.
Now if you want to create even more value for your user, some points should be followed in the onboarding process (still picking up a bit of what the intercom blog talks about in this article) are the following:
1. Social Login
this is a type of login that has become more and more common. Being able to create an account or log into a particular website using your Google account, Facebook, Twitter, etc. it greatly reduces the work that people need to do to start using your product.
Benefits? Well, in addition to making your funnel base responsible for attracting even more new users, the following statistics can tell you why you use this type of login:
According to a consumer survey by Jan rain, 78% of people said they visited a website after seeing it on social media and 72% said they would consider purchasing a product based on positive online recommendations made by their friends.
2. “Required” Tutorial
These are experiences known as desire engines. Such experiences give us clues that a user is engaged enough to convert.
Completing these experiences will help the user build habits that will keep them coming back to your product.
3. Clear Path to Complete
Want to help each and every user with the onboarding process?
Showing the user that he is following a series of logical activities when trying to reach a certain goal makes his life clearer, as well as increasing the probability of him reaching that goal, since he knows exactly the path ahead.
This type of action guarantees user engagement, after all, no one likes to “be in the dark”, and work operationally without understanding the greater purpose that guides all that.
4. Quickly Generate Value for the User
If you purchase a product or download a software, but you can’t recognize the value it generates for you in the initial minutes, you probably put it aside or uninstall it, right?
Well, I think you can understand why generating value quickly is very important.
So, in this case, the sooner a user/customer realizes the value of the product, the better.
5. Progressive Profile Design
To continue with an onboarding process that is efficient and causes as little friction as possible, instead of asking a new user to fill in a series of information right at the time of registration, it is recommended that you allow them to do so over time. and it only covers what is really essential.
Quite logical, don’t you think?
I hope the above points may have helped your product team to understand a little more about how to market and ensure that the sale of your product, especially self-service, is completed.
If you know of other ways that can help other people leverage their products even further, why not share them here? We would love to hear what you think and your ideas too, of course.
If you want to talk something, but don’t feel that leaving a comment is the best way to start, get in touch with our consulting team or send me an email at email@example.com .
I would love to be able to help you.
Ps.: If you want to know even more about sales (inside sales and field sales this time), I highly recommend that you take a look at the Complete Spin Selling guide that we released earlier this month. In addition to being complete and very useful, it is extremely succinct and easy to read 🙂